repositioning

Walmart’s Repositioning to Attract Higher-Income Shoppers

Case Study, Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning, Services/CRM, video

Walmart has been progressively edging up its brand positioning to target more affluent consumers. But this repositioning poses brand risks as they move away from, and potentially alienate, their established and loyal customer base. This mini case study – and video – provides students with an opportunity to assess and mitigate the challenges involved with repositioning such an established and tightly positioned brand.

Walmart’s Repositioning to Attract Higher-Income Shoppers Review the Teaching Activity

The Success of T.J. Maxx Case Study

Case Study, Consumer Behavior, Member Activities, Places and Channels, Services/CRM, Strategy and Plans, video

In this case study, students discover how the now global retailer T.J. Maxx transformed off-price retailing into an engaging treasure hunt experience. This case provides students with practical insights into strategic branding, consumer behavior, and supply chain innovation – all within the evolving dynamics of retail in today’s landscape. The written case study is supported by a 10 minute detailed case study video.

The Success of T.J. Maxx Case Study Review the Teaching Activity

Jaguar Rebranding Mini Case Study

Case Study, Consumer Behavior, Member Activities, News item, Segmentation and Positioning, Social, Strategy and Plans

This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.

Jaguar Rebranding Mini Case Study Review the Teaching Activity

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

Classic Case Study: Marlboro Repositions for Success

Case Study, Member Activities, New Product Process, Products and Brands, Segmentation and Positioning

The Marlboro Man advertising is one of the most famous and successful marketing campaigns of all time, which every marketer should know about. In this mini case study, students explore how the Marlboro Man came to be, especially after the brand was initially targeted at female smokers, and review the marketing challenges that they faced along the way.

Classic Case Study: Marlboro Repositions for Success Review the Teaching Activity

Scroll to Top