new products, competition, brand, strategy, promotion
Teaching Notes
Given the continued level of interest in the “new” Coke 1985 product replacement, here is a video-based student activity based upon the marketing environment factors leading up to their decision.
As you and your students will see, there were limited options for Coca-Cola to pursue given the sophisticated and ongoing marketing campaign from Pepsi.
Therefore, the following New Coke video outlines most of the key information – which can be used with the New Coke role play activity – and the question for your marketing students becomes…
What would they do if they were running Coca-Cola at the time?
In this activity, students are presented with consumer perception data, along with an easy-to-use Excel perceptual mapping tool, to determine the relative positioning of competing brands
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.
For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI). EXCLUSIVE MEMBER ACTIVITY
These three escape rooms consists of 10 different challenges, built around a theme of a job interview or being a marketing expert. Each challenge is in sequence and needs to be solved first before the next challenge is released - students cannot skip ahead until they solve the puzzle first.