This activity focuses on the Snickers “You’re Not You When You’re Hungry” campaign as a mini case study. Students will explore the campaign’s creative use of humor and the role of classical conditioning in creating brand associations through the integration of cohesive IMC strategy.
Classic Case Study: Snickers You’re Not You When You’re Hungry Review the Teaching Activity
This video-based activity explores KFC’s innovative response to a 2018 supply chain crisis in the UK, which led to widespread restaurant closures due to a lack of chicken. Instead of opting for a defensive approach, KFC launched the bold “FCK” campaign, a humorous and self-deprecating apology that turned a potential PR disaster into a masterclass in brand recovery. Students will analyze the campaign’s elements, its impact on KFC’s brand image, and lessons in crisis communication.
Classic Case Study: The KFC FCK Campaign Review the Teaching Activity
This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.
Jaguar Rebranding Mini Case Study Review the Teaching Activity
In this mini-case, students explore why a new business with a “good idea” failed to be successful. Please note that is a shorter video for the longer, more detailed, case on Real Burger World (RBW) – a firm that gained attention in the UK by its exposure on a business start-up reality TV show.
Classic Case Study: Real Burger World (Mini Case Version) Review the Teaching Activity
This teaching activity explores the benefits and risks of cobranding, primarily focusing on the Coca-Cola – Oreo limited edition products launched in late 2024. A good introduction to the concept of cobranding and why it is a powerful marketing tool.
Cobranding of Coke and Oreos Review the Teaching Activity
While smoking may be going out of fashion and cigarette advertising has been banned in many parts of the world, cigarette brands do provide marketers with an excellent introduction to how to position a brand in a cluttered and competitive market. This is primarily a visual-based activity for students and a great opportunity to learn more about positioning.
Experts in Positioning: Cigarette Brands Review the Teaching Activity
Students are presented with multiple sales promotion (non-discount) tools being used by various clothing stores. By considering the array of customers (based on behavioral segments), students evaluate the likely impact of the sales promotions. An excellent activity for students to identify which types of sales promotion tools are effective for different retail settings.
Evaluating the Impact of Sales Promotions Review the Teaching Activity
Students will review the evolution of marketing over time and perhaps answer why there are different perceptions of ‘what is marketing?’ across various organizations. A good introduction to the array of the marketing eras.
The Evolution of Marketing Eras Review the Teaching Activity
This is a great exercise for connecting target market needs and positioning. Students are presented with profiles of 5 consumer segments and the positioning of 9 competing supermarkets. Helpful activity for connecting the STP dots.
Matching Positioning and Target Market Needs Review the Teaching Activity
This is a teaching activities designed to introduces students to the concepts and challenges of new products and the decision of whether to introduce them. It is a good foundational task to lead into this teaching activity: New Product Evaluation Challenges.
Key Challenges of New Products Review the Teaching Activity