Preferred format: This teaching activity is designed for individual students to create the perceptual maps and then for small groups to discuss the interpretation.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as … Continue reading...
In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?
ACTIVITY/TASK
Coca-Cola launched their new Mother Energy brand into the Australian market … Continue reading...
The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, … Continue reading...
In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?
ACTIVITY/TASK
Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened … Continue reading...
This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer in Australia with multiple brands (retail formats). Your task is to evaluate each of their strategy initiatives. In other words, to what extent do you agree with their five strategic priorities?
ACTIVITY/TASK
Thompson-Smith is one of Australia’s … Continue reading...
This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.
ACTIVITY/TASK
Increasing Sales of Jeans
The manufacturer of a well-known brand of … Continue reading...
As part of the marketing mix, pricing is an aspect that can help communicate and reinforce the firm’s positioning. For many consumers, price also acts as a guide to quality. In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind … Continue reading...
In this exercise, you are presented with eight product alternatives, as you would find in a supermarket environment. As you will see, price is simply one aspect of the consumer’s perception of value. So review the following list of pasta sauces, which one would you buy?
ACTIVITY/TASK
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Brand |
Positioning/Marketing |
Price |
While it is generally acknowledged that it is best to stay out of a price-cutting war, sometimes competitor actions will force you into one. In this activity, your firm is restaurant C and one of your competitors has recently cut their prices. The question is how you will respond.
ACTIVITY/TASK… Continue reading...
This fitness center needs your advice. They are starting to think that their positioning slogan is primarily responsible for their loss of new customers/members. Do you think it’s time for a new slogan?
ACTIVITY/TASK
New Millennium Fitness Centers have the positioning slogan – “we’ll get you fit”. However, … Continue reading...
In the following table you are presented with examples of positioning slogans gone wrong. However, at the essence of each is a good positioning concept, it is just that the words have been poorly constructed.
You need to review the slogans and see if you can rewrite them more appropriately, … Continue reading...
For this exercise, you are required to determine the positioning goals associated with various positioning slogans. In the table below you will see a number ‘well-known’ positioning slogans. For each one, outline what you believe the slogan means and what it is trying to communicate.
ACTIVITY/TASK
In this exercise you are presented with 50 alternative positioning slogans that a firm promoting an MP3 player could use. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing. In the below table there are 10 segments and you’re able to … Continue reading...
For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted … Continue reading...
Outlined below is a new idea for a service. The proposed target market for this luxury service is affluent, upper social class consumers. Your task here is to evaluate whether this target market and the proposed offering is financially and technically viable.
ACTIVITY/TASK
Introducing the new ‘King and Queen for … Continue reading...
Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of … Continue reading...
In this exercise, you are presented with a number of market segments for the MP3 market. For each segment you are given top-level information regarding their core need, size growth, and profit margin. Your task here is to identify which one is the most attractive market segments to select as … Continue reading...
In this review exercise, you need to demonstrate your understanding of the different consumer segmentation bases. Listed below is a number of firms and how they approach segmentation. You need to identify what type of segmentation base that the firm is using (see list of segmentation bases at the bottom).… Continue reading...
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more … Continue reading...
This case study looks at a hypothetical regional bank. Your task here is to prepare a SWOT for the firm; that is, identify their strengths, weaknesses, opportunities and threats. As a result of this exercise, you should have a much clearer idea of what marketing strategies would best suit them, … Continue reading...
