Making Services Tangible (Video Case Study)
In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.
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Video Series on Positioning and Perceptual Maps
This is NOT a teaching activity. Instead, it is a series of ten in-depth (5-10 mins) videos on positioning and perceptual maps that you can choose from to give students a deeper understanding of these topics.
Marketing Rebus Puzzles (Video Version)
This is the video version of the had-copy rebus puzzles for marketing activities. There are four videos of 12 puzzles each. Each video runs for five minutes. A great refresher task and a bit of fun revision.
Pick the Slogan: VIDEO
This is a 16 multiple-choice question video quiz on matching famous brands to their tag-lines. It is designed as a fun, interactive and team-building or ice-breaker exercise for students.
Consumer Behavior MCQ Quiz
This activity contains 20 multiple choice questions on consumer behavior. There are two quiz options available. 1 = a video quiz and 2 = a hard copy quiz.
Repositioning Upwards (Video Case Study)
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Is Shrinkflation a Good Approach to Pricing?
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Overcoming Service Intangibility
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
What Benefits Are We Selling?
Students review two short promotional videos that will get students rethinking the “standard” benefits of everyday products. This is a great activity for distinguishing between product features and benefits, as well as tapping into core consumer needs and motivations.
Successful Repositioning Video Case Study
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.