target market Archives - Great Ideas for Teaching Marketing

Classic Case Study: Old Spice Brand Repositioning

Case Study, Consumer Behavior, Digital Marketing, Free Activities, Products and Brands, Promotion, Segmentation and Positioning, Strategy and Plans, video

This case study examines Old Spice’s classic 2010 brand repositioning, in which the long-established men’s grooming brand released a video ad titled ‘The Man Your Man Could Smell Like.’ The commercial quickly became a pop-culture phenomenon, not only boosting Old Spice’s sales and market share but also redefining how companies could successfully reposition a well-established (and even dated) brand.

Classic Case Study: Old Spice Brand Repositioning Review the Teaching Activity

Classic Case Study: McCafé Demonstrates the Art of Competitive Positioning

Case Study, Member Activities, Promotion, Segmentation and Positioning, video

In this video-based task, students review an ad for McDonald’s UK where they are promoting their McCafé offering, as compared to visiting a “trendy” coffee shop. This is considered a classic case study for marketers as it clearly shows the concepts of positioning and differentiation.

Classic Case Study: McCafé Demonstrates the Art of Competitive Positioning Review the Teaching Activity

Is Repositioning the Best Option?

Marketing Mix, Member Activities, New Product Process, Products and Brands, Segmentation and Positioning

In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?

Is Repositioning the Best Option? Review the Teaching Activity

Pick the Best Target Market

Consumer Behavior, Member Activities, Segmentation and Positioning, Strategy and Plans

In this activity, students review seven market segments for a company looking to launch a dinner cruise in a town that has a sizable local population and a steady stream of tourists. Their task is to identify the best market segment to become the target market, based upon their characteristics, profitability, and long-term viability.

Pick the Best Target Market Review the Teaching Activity

The Importance of Differentiation

Marketing Mix, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

Students explore positioning and the importance of differentiation by reviewing 10 competing restaurants in the same geographic market. Each restaurant has a unique positioning and students need to evaluate which ones will be more successful, as well as identifying an opportunity for a player in the market.

The Importance of Differentiation 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

Counter Segmentation

Consumer Behavior, Discussion Exercises, Member Activities, Products and Brands, Segmentation and Positioning

Students advise a company that has created too many segments how to best combine them (using counter segmentation). A good exercise for students to understand the purpose of segmentation and to consider the trade-off between segment size and viability.

Counter Segmentation Review the Teaching Activity

Bud Light and Psychographic Segmentation

Consumer Behavior, Member Activities, Products and Brands, Segmentation and Positioning

This activity builds upon the existing Bud Light case study but focuses on the psychographic segmentation approach used by Bud Light. The exercise is designed for students to have a better understanding of what psychographic segmentation and how it can be used.

Bud Light and Psychographic Segmentation Review the Teaching Activity

Bud Light and Dylan Mulvaney Case Study

Case Study, Consumer Behavior, Discussion Exercises, Ethics, Free Activities, Promotion

This case study examines Bud Light’s trans influencer campaign from April 2023. It covers all the key points and highlights multiple marketing lessons, including brand management and adopting to DEI issues.

Bud Light and Dylan Mulvaney Case Study Review the Teaching Activity

Difference Between Target Markets and Target Audiences

Discussion Exercises, Ethics, Marketing Environment, Member Activities, Promotion, Role Plays, Services/CRM, Social

In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.

Difference Between Target Markets and Target Audiences Review the Teaching Activity