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?

 

ACTIVITY/TASK

Coca-Cola first ventured into the diet soft drink market in the 1960’s with their Tab brand. In 1982 they broadened the Coke brand for the first time and launched Diet … See the full activity...

Going Glocal

When Proctor & Gamble entered China, around 25 years ago, they adopted a glocal strategy, whereas their major competitors adopted a multinational strategy. This approach has proven to be quite successful in the long-term, but was this the best approach?

 

ACTIVITY/TASK

Procter & Gamble is one of the largest businesses in America. Their major brands include: Gillette, Duracell, Olay, Oral-B, … See the full activity...

Do Manufacturers Like Private Labels?

The number of private label (brands exclusive to a retailer) products has grown steadily in recent years. In particular, a number of supermarket chains have increased private label products in their supermarkets as part of their strategy, mainly for differentiation and profitability purposes.

But why would a large manufacturer want to produce a private label product that will directly compete See the full activity...

Developing a CRM Strategy

Using a CRM strategy is probably one of the best solutions for the problem in the following case study. Your task in this activity is to develop a strategy to increase attendance for this organization’s main event.

Please note that there is an updated version of this activity now available, which also includes an interactive spreadsheet.

ACTIVITY/TASK

You’ve been called … See the full activity...

What CRM Tactics Should We Use?

For this exercise, assume that you are the marketing manager for a large hotel chain. You’ve been asked to put together a CRM program for the hotel’s major customers (which are mainly businesses and corporate executives). From the list of possible CRM tactics listed below, select six to ten tactics to form the basis of your program. How successful See the full activity...

Should we introduce a CRM program?

Assume that you work for a major department store. You have been asked to evaluate their idea for a new CRM program that they are considering introducing (see information below). What advice do you give them? 

 

ACTIVITY/TASK

Let’s assume that work in marketing at an up-market (higher quality) department store. The store’s management team have a plan for introducing … See the full activity...

Poor Target Market or Poor Positioning?

The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.

Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.

 

ACTIVITY/TASK

The Beginning

Julie and Anna opened their store – “Hot Coffee, Cool … See the full activity...

New Target Market = New Marketing Mix?

Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another target market.

 

ACTIVITY/TASK

A growing law firm originally segmented their … See the full activity...

Choosing a Target Market

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 a target market.

 

ACTIVITY/TASK

SEGMENT NAME

NEED

SIZE

GROWTH

See the full activity...

Which Target Market? It’s Your Call

In this activity you are presented with an excerpt from a manager’s meeting discussing segments in the MP3 market.

Your task is to firstly determine what market segments you can identify (both from the information below and your own knowledge)? And then, based on this information, which target market would you select for the firm?


ACTIVITY/TASK

Natalia:

As we all … See the full activity...

Choosing a Target Market

Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?

 

ACTIVITY/TASK

 

Segment

Size $m

Growth %pa

Competitiveness

Access to Retailers

A

100

5

Medium

Easy

B

100

20

Aggressive

Hard

C

75

5

Medium

Medium

D

75

20

See the full activity...

Why Use Target Markets

In this exercise, you need to review the proposed new radio station format, which is designed to appeal to a mass market. You need to consider whether a broad marketing approach is suitable or whether the radio station would benefit from a more precise target market?

 
ACTIVITY/TASK

As we know, most radio stations tend to specialize in a particular format … See the full activity...

Social Class Behaviour

In this activity, you need to outline your perception of the differences between an ‘upper social class’ and a ‘lower social class’ consumer. You need to complete the following table and determine the similarities and differences between these two groups of consumers, taking into account demographics, possessions, and lifestyle.

 

ACTIVITY/TASK

For an ‘upper social class’ consumer

Compare using the

See the full activity...

The Family Life Cycle (FLC)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or in small groups of students.
Student audience: This exercise is more suitable for students of introductory marketing students studying consumer behavior or marketing strategy.
Exercise time: The exercise time should be around 10 minutes, plus any additional time for an overall class discussion.… See the full activity...

Household Decision Making Roles


Consumers often play different roles within a family (or household) decision making unit. Your task in this activity is to identify who might be involved in the decisions below and what role that they may play in that decision.

To get you started, an example has been provided for you.

 

ACTIVITY/TASK

Purchase Decision = Christmas presents for the kidsSee the full activity...

Developing a Strategy and a Marketing Mix

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)

Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very cluttered and competitive industry?). Then outline the “details” (the marketing See the full activity...