Creating and Interpreting a Perceptual Map
A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.
positioning
Coke Repositions their Energy Drink (Video Case)
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Benefits of Brand Building
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It’s more than just promotion!
Product Line Extension Challenge
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?
Evaluate their Retail Strategy
This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer with multiple brands (retail formats). The task is to evaluate their five strategic priorities.
Impact on Positioning
This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection.
Pricing and Positioning
In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, students consider whether these decisions are logical.
How Important is Price?
In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value.
Responding to Competitor Pricing
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, students need to counter when one of their competitors cuts their prices – how will they respond?
Time for a New Positioning Slogan?
This fitness center is starting to think that their positioning tag-line is primarily responsible for their loss of new customers/members – what do your students think?
