KFC has introduced chicken flavored nail polish into their Hong Kong market. This new product (in 2016) is a significant extension to their brand. According to their publicity:
The student activity is based around a video for a brand of healthy drinks called “neuro”. The video shows the brand being promoted using a variety of promotional tools.
The goal of this activity is to simply get students to:
Real Burger World (or RBW as it later became known) was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed … Continue reading...
This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing.
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch is presented below for student discussion.
Please note that the free Excel template to construct perceptual maps is available for students to download at All About Perceptual Maps.… Continue reading...
This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Start by first reviewing the video on … Continue reading...
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Please note that a multi-attribute attitude Excel template is available for free download at a related website.
For this task you … Continue reading...
In this activity, students look at the output from a market share (market concentration) spreadsheet and attempt to interpret the results and consider the how it may affect marketing decisions.
Additional Resource: Guide to Market Shares, with free Excel templates
Review the … Continue reading...
In this activity, students look at a simple output from a market share spreadsheet and attempt to interpret the results and consider the difference between unit and revenue market share.
Additional Resource: Guide to Market Shares, with free Excel templates
Review the … Continue reading...
In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it?
Below are some well-known logos to review.
This activity is based around a free Excel template for quickly and easily running cluster analysis that is available at Cluster Analysis for Marketing (a related website).
One of the challenges of cluster analysis that it appears quite complex and, usually, it needs to be … Continue reading...
This activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful technique for reinforcing that segments need to be similar in needs (homogeneous), yet distinctive from other market segments.
Because the activity is essentially visual in … Continue reading...
This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.
The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their … Continue reading...
In this exercise, students will look at the role of the internal marketing environment when developing a marketing strategy.
This activity is best completed in small groups, with a report back to the main class. You should allow around 15 minutes for discussion.
In this discussion activity, students will look at the possible core competencies for Apple and discussed how appropriate that they are and how they would guide Apple’s marketing strategy.
This discussion exercise is suitable for students of marketing strategy and more advanced marketing students. It … Continue reading...
This activity is designed for students of marketing strategy to help understand the relationship between mission statement and the firm’s marketing strategy.
This discussion exercise would need to be completed within a small group environment and you should allow around 20 minutes for the activity.… Continue reading...
This activity is designed for students of marketing strategy, or advanced marketing students. It explores the concept of core competencies and their role in the development of a marketing strategy.
It is suggested that this would be done as a small group discussion, with report … Continue reading...
This is an introductory exercise suitable for use in the first few weeks of a marketing course. It assumes no theoretical marketing knowledge, but instead gives a good insight into the student’s existing perceptions and understanding of marketing at the outset of their course.… Continue reading...
Teaching Notes for this Marketing Activity
This student discussion exercise is built around a video (at the bottom of this page) where the founder and CEO of the Dollar Shave Club discusses how the business was built and has been made successful.
Please note that you should watch the video … Continue reading...
This marketing exercise is designed to look at the most valuable brands in the world – as highlighted by the BrandZ top 100 for 2015.
Additional resources: Here Are the Top 100 Brands in the World
As you probably know, brand equity … Continue reading...
