Pepsi Next Case Study

In February 2012 the Pepsi Next product was launched into the US market. This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.

ACTIVITY/TASK

Pepsi Next Case Study

 

Introduction

Pepsi Next was launched by PepsiCo into the US market in February 2012, and … See the full activity...

Blendtec’s Viral Campaign Success

In this video-based mini-case, you will review two in the highly successful Blendtec collection. These YouTube videos are among the most successful viral campaigns; can you identify the reasons for their success?

 

ACTIVITY/TASK

YouTube is one of the most popular internet sites in the world. It has a vast collection of video ranging from entertainment to music to TV … See the full activity...

Direct or Online Marketing?

A travel agency, with more than 100 outlets throughout Australia, views a direct and/or online marketing approach as a great opportunity to hold more clients, win new business and increase overall sales. However, they cannot agree on which particular tools to use – refer to excerpts of their manager’s meeting below – can you help them decide?


ACTIVITY/TASK

Justin:

I … See the full activity...

Cause Related Marketing

The following is a broad summary of the successful McHappy Day promotion used by McDonald’s in Australia, which is a good example of a large company using its brand and customer base to raise funds for charity. This activity requires you to determine whether this is really example of responsible marketing or just another day on their marketing campaign calendar?See the full activity...

Is this high-pressure selling?

This firm relies on heavy promotional tactics in order to generate their sales, which some people might term ‘high-pressure’ selling. Review the following case; are they effective marketers or are they engaging in unethical practices that need to change?

 

ACTIVITY/TASK

Massage chairs are products that are sometimes promoted in shopping malls. However, this particular case concerns the approach of … See the full activity...

Working with Salespeople

Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can you recommend to improve the firm’s current sales appointment practices?

 

ACTIVITY/TASK

When customers phone the bank’s call … See the full activity...

What a Salesperson Does?

For this activity, assume that you have just been appointed as a salesperson for a company that distributes ‘accounting software’ (that is, targeted at small to medium sized companies). On your first day in the role, your new sales manager tells you that he wants you ‘on-the-road’ selling in four weeks time. That means you now have a month to See the full activity...

Perception of a Salesperson

Consumer’s perceptions of salespeople vary significantly, usually depending upon typical stereotypes and people’s personal experiences. In this activity, you simply need to select the five attributes (from the list below) that you most associate with a salesperson.

 

ACTIVITY/TASK

Possible Attributes of a salesperson

Good communicator

Honest

Good listener

Aggressive

Concerned for customer

Pushy

Tricky

Two-faced (can’t be trusted)

Too slick

See the full activity...

Evaluating Direct Marketing Results

Responses to direct marketing campaign may include direct sales, appointments with salespeople, and opportunities for future sales. This activity outlines a variety of responses for a direct mail campaign for an insurance company. If you were the manager for the campaign, how satisfied would you be with the following results?

 

ACTIVITY/TASK

‘Got You Covered’ insurance company sent out 1,000 direct … See the full activity...

Selecting Sponsorship Partners

Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.

 

ACTIVITY/TASK

Opportunity A

  • A small charity is seeking a donation of just
See the full activity...

Using Trade Promotions

Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount).

Listed below are some possible trade promotion tools. See the full activity...

The Value of Loyalty Programs

Loyalty programs have become increasingly popular in recent years. In this exercise, you just need to decide whether a large (and fictitious) retail chain should implement a similar program. To help you decide, below is an excerpt from one of their manager’s meetings discussing the proposal.

 

ACTIVITY/TASK

Larry:

I think that it’s important that we introduce a major loyalty program, … See the full activity...

Will the Retailer Support the Sales Promotion?

A significant proportion of planned sales promotions do not get effectively, implemented due to the lack of full support by the retailer (except for major brands who tend to have strong retailer relationships). Your task in this activity is to determine whether or not the retailer is likely to run/support the sales promotion.

 

ACTIVITY/TASK

Big ‘n Tasty noodles is the … See the full activity...

Which Sales Promotion Tool?

Firms may use a variety of sales promotion tools to help them increase short-term sales. Choosing from the below list of possible tools, identify which one/s would be most appropriate for:

  1. A newly launched chocolate bar
  2. Computer software (for editing digital photos)
  3. A woman’s fashion clothing store


ACTIVITY/TASK

  Sales Promotion Tools

Chocolate bar?

Computer software?

Clothing store?

1

A
See the full activity...

Choosing a Promotional Message

This activity is based on a local regional bank that was become a little old-fashioned and behind the times. Their plan is to adopt a more modern image, whilst maintaining their strengths of being local and caring about their customers.

 One of the first initiatives that they are undertaking is the development and launch of a new credit cardSee the full activity...

Setting the Promotional Objectives

It seems fairly obvious that the goals/objectives of a promotion would be to increase sales and profit. And, of course, you would usually need to achieve those goals to justify the cost of the campaign.

But take a look at the list of possible promotional goals listed below. Assume that you were responsible for the promotion of McDonald’s ‘healthy menu’ See the full activity...

The Promotional Timetable

Planning and developing a promotional campaign will take many months. This is because there are so many activities that need to be considered and organized. For this activity, assume that you worked for a TV manufacturer – they are launching a new TV product – how long would it take you complete the each of the following tasks?

(NoteSee the full activity...

Buying Media

After setting the overall promotional budget, the next task is to allocate it across various media options.  In this activity, you need to allocate the overall promotional budget (of 100 points, for a three month campaign) to help support the launch of a new computer game console (that is, in competition with Sony PlayStation and Xbox).

 (Note: The See the full activity...

Return on Promotional Investment (ROI)

The need to justify a firm’s promotional investment, using some of return on investment assessment, is starting to become more common practice. For each of the following decisions, determine whether the promotional expenditure generates a positive return on investment. The first one has been done as an example for you. (Note: Just do simple calculations and do not See the full activity...

Setting the Promotional Budget

In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.

 

ACTIVITY/TASK

  1. A shoe company decides to increase its advertising budget to $1m to support the launch of their new range of tennis shoes. Their goal is to achieve a 5% market share within the first three
See the full activity...