Real-world case studies are among the most effective tools for teaching marketing. By analyzing how companies respond to challenges, reposition themselves, or innovate, students gain practical insights and develop critical thinking skills that bridge the gap between classroom theory and real-world practice.
In this article, you’ll find 27 detailed case studies—covering everything from classic branding missteps to modern influencer campaigns—that illustrate how marketing principles play out in diverse contexts.
Some of these cases are freely accessible, while others may require a subscription. There are lots of case study choices, giving you the flexibility to choose which one best fit your curriculum, as each case highlights key lessons and why it is helpful to cover in your marketing course.
Why Case Studies Matter
When marketing students only see theory, they often struggle to visualize real-world applications. Case studies bridge this gap by showing how marketing decisions can succeed or fail in the face of changing consumer demands, competitive pressures, and broader societal shifts.
For many, these marketing case studies help provide students with:
- Insight into Real-World Challenges and Successes
Students learn how top brands—or in some cases, failing brands—navigate complexities such as rebranding, market entry, or unexpected consumer backlash. - Practical Application of Marketing Theories
Positioning, segmentation, product differentiation, and promotional strategies all come to life when examined in concrete settings. - Encourages Strategic Thinking
Each case inspires debate and collaborative problem-solving, helping students learn to adapt strategies and mitigate risks. - Balanced View of Successes and Failures
Not every campaign or product launch goes according to plan. Seeing how brands recover (or don’t) is essential for a comprehensive marketing education.
The 27 Essential Case Studies to Teach Your Students
Below is a list of 27 case studies. Each includes a short description of what it covers and why it’s important for marketing students to study. You’ll also find links for quick reference when you decide to incorporate these activities into your lessons.
1) Jaguar Rebranding and Repositioning (Full and Mini Versions)
In 2024, Jaguar announced a significant brand repositioning strategy that encompassed everything from a new promotional video to concept car launches. This single topic is presented in two forms: a full-length case for deeper analysis and a shorter mini-case suitable for quick in-class discussions or introductory lessons on positioning.
- What It Covers
- Brand management in a rapidly evolving market.
- Risks of targeting new consumers while potentially alienating loyal customers.
- Integrating DEI considerations and modernizing a heritage brand.
- Why It’s Important
- Highlights how luxury brands can struggle or thrive when repositioning themselves.
- Demonstrates the complexity of creative messaging and strategic pivots.
- Gives instructors the flexibility to teach either a detailed or a concise version.
Free Teaching Activities
2) Bud Light and Dylan Mulvaney Case Study
Bud Light’s 2023 partnership with a trans influencer sparked widespread debate, showcasing how branding and social issues can collide. This case covers how a seemingly straightforward influencer campaign became a flashpoint for DEI conversations, consumer boycotts, and brand management challenges.
- What It Covers
- DEI integration in marketing and potential backlash.
- Influence of social media on brand reputation.
- Importance of transparent crisis management.
- Why It’s Important
- Demonstrates how cultural and social factors profoundly impact brand perception.
- Highlights the role of influencers in modern marketing.
- Encourages discussions on ethical, inclusive, and strategic brand communication.
Free Teaching Activity
3) Tropicana’s Packaging Case Study
Back in 2009, Tropicana redesigned its packaging but faced immediate consumer backlash, ultimately reverting to its original design. This remains a textbook example of how packaging is integral to brand identity and shopper recognition.
- What It Covers
- The crucial role of packaging and visual cues in customer loyalty.
- Potential risks in altering iconic brand elements.
- How consumer habits form around product familiarity.
- Why It’s Important
- Emphasizes the brand-consumer relationship and habitual purchasing.
- Showcases the financial and reputational cost of not testing packaging changes adequately.
- Reinforces the lesson that even well-known brands must tread carefully when making changes.
Free Teaching Activity
4) Bed Bath & Beyond Case Study
In April 2023, Bed Bath & Beyond filed for bankruptcy after struggling to adapt to a changing retail environment. Was poor marketing the primary culprit, or did broader strategic missteps seal the company’s fate?
- What It Covers
- Market adaptation challenges in a rapidly evolving retail sector.
- Impact of online competition and shifting consumer preferences.
- Strategy misalignment and brand confusion.
- Why It’s Important
- Shows how even established big-box stores can collapse without strong marketing direction.
- Explores omni-channel integration and the missed opportunities for brand evolution.
- Encourages students to consider how external and internal factors converge in business failure.
Member Only Teaching Activity
5) Patagonia Case Study: Marketing to Anti-Consumers
Patagonia stands out for its socially responsible approach and anti-consumer messaging, even as it maintains profitability and brand loyalty. Students analyze how Patagonia’s commitment to environmental causes shapes its unique positioning and marketing strategy.
- What It Covers
- Balancing profit motives with environmental activism.
- Building a brand around ethical and sustainable practices.
- Targeting an audience that often rejects traditional consumerism.
- Why It’s Important
- Demonstrates the marketing power of authenticity and strong brand values.
- Reveals how contrarian or “anti-consumer” messages can drive brand loyalty.
- Encourages students to think beyond standard profit-driven approaches.
Member Only Teaching Activity
6) What Is Positioning?
A video-based look at McDonald’s UK ads for McCafé, comparing them to “trendy” coffee shops. This clear demonstration of positioning and differentiation in a cluttered market helps students see how brands carve out unique identities.
- What It Covers
- Comparative advertising and how brands stake out a position.
- Making low-cost alternatives appealing to a value-oriented audience.
- Creating humorous or straightforward ads to stand apart from more upscale competitors.
- Why It’s Important
- Classic, easily understood example of positioning and differentiation.
- Offers a visual, relatable introduction to core marketing concepts.
- Encourages discussion on how messaging can resonate with different consumer segments.
Free Teaching Activity
7) WestJet Christmas Miracle
WestJet’s Christmas Miracle campaign went viral, earning substantial media coverage and consumer goodwill. This case helps students explore how emotional appeal and thoughtful gestures can generate massive earned media.
- What It Covers
- Emotional branding strategies that create lasting customer connections.
- The ripple effect of viral campaigns on brand loyalty and recognition.
- Timing and thematic elements (holidays) that amplify marketing efforts.
- Why It’s Important
- Illustrates the potential for brands to build emotional loyalty beyond product features.
- Demonstrates how well-executed stunts or surprises can become a powerful marketing asset.
- Offers insights into leveraging social media for organic reach and positive buzz.
Member Only Teaching Activity
8) Aldi Supermarkets Differentiation Case Study
Aldi’s expansion in the United States has been a masterclass in competing against established chains through lean operations and a focused product range. Students examine how Aldi positions itself as a low-cost leader without compromising quality perceptions.
- What It Covers
- Differentiation through limited SKUs and efficient store layouts.
- Pricing strategies aimed at cost-conscious consumers.
- Brand-building in a cluttered grocery market.
- Why It’s Important
- Highlights the effectiveness of cost leadership and operational efficiency.
- Encourages students to see how a brand can leverage simplicity as a competitive advantage.
- Shows how international retailers adapt to new markets successfully.
Member Only Teaching Activity
9) Shreddies Cereal
In 2008, Shreddies humorously “reinvented” its square cereal by rotating it 45 degrees, branding it a “diamond” shape. Sales soared, proving that creativity and playful marketing can energize even a long-established product.
- What It Covers
- The power of perception and novelty in generating consumer excitement.
- Using humor and simple product tweaks to re-engage customers.
- Effective communications that highlight minimal product change yet capture attention.
- Why It’s Important
- Shows how to reinvigorate mature brands with minimal risk.
- Demonstrates that big results can come from small, cost-effective changes.
- Encourages out-of-the-box thinking for low-involvement consumer goods.
Free Teaching Activity
10) Pepsi AM Breakfast Soda Case Study
Pepsi once tried to market a cola specifically for breakfast consumption, challenging traditional beverage norms. This activity can be run as a role-play or a discussion-based lesson, prompting students to think about product usage occasions and market boundaries.
- What It Covers
- Expanding product use to new dayparts and consumer habits.
- Evaluating consumer perceptions of sugary or caffeinated breakfast items.
- Market segmentation and the obstacles to shifting deeply ingrained habits.
- Why It’s Important
- Highlights the difficulty of creating demand in unconventional product categories.
- Encourages students to question whether every “blue ocean” is worth chasing.
- Demonstrates how product extensions can backfire if they clash with consumer routines.
Free Teaching Activity
11) Real Burger World (RBW) Case Study
RBW was a small, ambitious UK hamburger chain from the early 2000s that ultimately failed, despite significant investments, professional management, and media coverage. Students analyze the factors—both internal and external—that hindered its success.
- What It Covers
- New market entry and the saturation of fast-food segments.
- Branding consultants vs. real consumer resonance.
- Operational and scalability challenges in restaurant ventures.
- Why It’s Important
- Reveals how even well-funded startups can collapse if they lack true differentiation.
- Encourages critical thinking about market research, brand identity, and execution.
- Underlines the importance of aligning operational realities with marketing promises.
Free Teaching Activity
12) New Coke Case Study Role Play
One of the most infamous product changes in marketing history, “New Coke” replaced Coca-Cola’s classic formula—only to face an enormous consumer backlash. In this role-play version, students take on the roles of key decision-makers, exploring the factors that led to this major misstep.
- What It Covers
- Consumer loyalty, emotional connections to brands, and the power of nostalgia.
- Risks of reformulating an iconic product without fully understanding market sentiment.
- Group role-play that helps students grasp different stakeholder perspectives.
- Why It’s Important
- Highlights the pivotal role of brand heritage and emotional branding.
- Offers a timeless lesson on aligning product changes with consumer expectations.
- Encourages interactive learning through simulated decision-making.
Free Teaching Activity
13) Pepsi Next Case Study
Pepsi Next attempted to strike a balance between the sugary sweetness of regular cola and the lower-calorie appeal of diet drinks. Students gain insights into PepsiCo’s new product development process and the hurdles of appealing to multiple consumer segments.
- What It Covers
- Iterative product testing and flavor optimization.
- Mixed consumer reactions to “in-between” product categories.
- Strategic brand portfolio management.
- Why It’s Important
- Demonstrates the complexities of launching a product in a fragmented beverage market.
- Encourages students to evaluate whether partial solutions can truly satisfy distinct consumer segments.
- Highlights the importance of market research in product innovation.
Free Teaching Activity
14) Toys R Us Bankruptcy Factors
After decades of dominance in the toy retail space, Toys R Us eventually fell behind e-commerce competitors and changing consumer trends. Students examine a video detailing the brand’s rise and fall to identify the marketing missteps that contributed to bankruptcy.
- What It Covers
- Shifts in consumer buying habits (especially online).
- Brand nostalgia versus modern convenience.
- The importance of adapting store experiences to evolving markets.
- Why It’s Important
- Offers a cautionary tale about failing to keep pace with technological and generational changes.
- Encourages discussion on how strong brand identity alone can’t prevent failure.
- Demonstrates how financial decisions (like high debt) can limit marketing agility.
Free Teaching Activity
15) Domino’s Turnaround Repositioning
In 2009, Domino’s launched its “Pizza Turnaround” campaign, openly admitting product shortcomings and promising a revamped recipe. The risk paid off, revitalizing brand perception and setting a precedent for transparent marketing.
- What It Covers
- The power of honesty in addressing negative consumer feedback.
- Repositioning a core product and rebuilding trust.
- Use of social media and viral campaigns to drive brand renewal.
- Why It’s Important
- Shows that acknowledging faults can spark consumer goodwill if changes are genuine.
- Demonstrates the influence of digital channels in shaping public perception.
- Encourages students to consider transparency as part of a brand’s value proposition.
Member Only Teaching Activity
16) Making Services Tangible (Video Case Study)
An insurance company found an innovative way to make its intangible offering feel more concrete to customers. The activity includes a video summary illustrating the creative tactics used.
- What It Covers
- Marketing intangible products in a way that resonates with consumers.
- Importance of trust-building in service-based industries.
- Crafting relatable, engaging campaigns to simplify complex concepts.
- Why It’s Important
- Reminds students that not all marketing is about physical goods.
- Highlights how creativity can overcome abstract product challenges.
- Stresses the central role of consumer understanding in service marketing.
Member Only Teaching Activity
17) Marlboro Repositions for Success
Originally marketed to women, Marlboro rebranded with the iconic Marlboro Man, becoming one of the most successful campaigns ever. Students explore how a drastic pivot in target market and repositioning reshaped the brand’s future.
- What It Covers
- Crafting a compelling brand persona that resonates with cultural norms.
- Overcoming initial product misalignment.
- Long-term implications of building a strong, iconic image.
- Why It’s Important
- Illustrates the concept of repositioning on a grand scale.
- Shows how a brand can radically transform its public image.
- Encourages debate on ethics and regulatory challenges in controversial industries.
Member Only Teaching Activity
18) Digital Marketing Success Case Study
A video-based examination of a brand’s innovative approach to search engine advertising, blending data insights, unique media schedules, and creative execution. It exemplifies digital strategies done right.
- What It Covers
- Precision targeting and timing in online advertising.
- Integrating analytics with creative solutions.
- Tailoring digital campaigns to diverse audience segments.
- Why It’s Important
- Offers a blueprint for leveraging data-driven marketing in the digital realm.
- Encourages students to balance creativity with analytical rigor.
- Reflects the importance of constant iteration and optimization online.
Member Only Teaching Activity
19) Success in Entering a Competitive and Mature Market
Crust Pizza, an up-market take-away chain, made waves in the highly price-competitive pizza industry. By offering gourmet-quality products and strategic differentiation, it carved out a profitable niche.
- What It Covers
- Identifying gaps in a crowded market.
- Justifying premium pricing through quality and unique flavors.
- Building a brand against dominant players like Domino’s or Pizza Hut.
- Why It’s Important
- Encourages entrepreneurial thinking in mature industries.
- Highlights how differentiation can offset intense price competition.
- Demonstrates the importance of brand story and positioning in commodity-like markets.
Member Only Teaching Activity
20) KFC’s App Gamifies Snack Time
KFC developed a mobile game offering immediate promotional incentives, driving short-term sales boosts while also entertaining customers. This initiative married gamification with fast-food marketing, targeting younger audiences.
- What It Covers
- Gamification strategies to engage and retain customers.
- Real-time promotional offers that affect immediate consumer behavior.
- Merging mobile technology with traditional sales tactics.
- Why It’s Important
- Illustrates how brands can exploit fun, interactive experiences to boost foot traffic or online orders.
- Showcases the relevance of tech innovation in the QSR (Quick Service Restaurant) sector.
- Offers lessons in appealing to a mobile-first generation.
Member Only Teaching Activity
21) Risks of Shrinkflation
Shrinkflation—reducing product size instead of raising prices—can provoke a strong negative reaction from consumers. This case highlights a real KFC example, including authentic customer comments that underscore potential brand damage.
- What It Covers
- Short-term cost savings vs. long-term brand reputation.
- Media and social media backlash.
- Strategies for addressing consumer skepticism around value.
- Why It’s Important
- Encourages critical thinking about transparency and ethical pricing.
- Demonstrates how small changes can undermine customer trust.
- Reinforces the need to weigh financial benefits against potential PR fallout.
Member Only Teaching Activity
22) Repositioning the Cruise Ship Industry
This case reviews how the cruise industry fell out of favor, then reinvented itself through new safety protocols, diversified attractions, and targeted marketing campaigns to lure younger or more health-conscious travelers.
- What It Covers
- Adapting to global events, economic downturns, and safety concerns.
- Revamping brand image to capture new demographics.
- The interplay between tourism trends and consumer confidence.
- Why It’s Important
- Shows how entire industries can pivot strategies to maintain relevance.
- Explores crisis management and long-term reputational recovery.
- Encourages discussions on whether repositioning always requires radical reinvention.
Member Only Teaching Activity
23) Cobranding of Coke and Oreos
Coca-Cola and Oreo launched limited edition products in late 2024, exemplifying the synergy—and potential pitfalls—of cobranding. This teaching activity explores how two powerhouse brands combine equity to drive excitement and trial.
- What It Covers
- Strategic alliances in FMCG (Fast-Moving Consumer Goods).
- Risks of diluting or confusing brand identities.
- Timing and exclusivity in product launches.
- Why It’s Important
- Highlights how cobranding can amplify market reach and consumer curiosity.
- Encourages students to analyze brand compatibility and campaign execution.
- Reveals how limited editions can create urgency and hype.
Member Only Teaching Activity
24) Experts in Positioning: Cigarette Brands
Despite widespread advertising bans, cigarette companies historically offered masterclasses in brand positioning, using visual cues and unique brand personas to stand out in a cluttered market. This case is primarily visual-based, ideal for discussions on positioning.
- What It Covers
- How brands differentiate in restrictive or heavily regulated industries.
- The critical role of packaging design and subtle brand messaging.
- Distinguishing appeals (e.g., rugged, sophisticated, lifestyle-oriented) for different segments.
- Why It’s Important
- Underscores the power of consistent, clever brand positioning when traditional advertising options are limited.
- Prompts ethical debates about marketing potentially harmful products.
- Provides insight into brand-building strategies in a highly competitive environment.
Member Only Teaching Activity
25) Ethics of Text and Drive Campaigns
A Canadian “funeral home” campaign urging drivers to keep texting was revealed as a public service announcement using shock value. Students debate whether such tactics are ethical and whether they effectively convey the message.
- What It Covers
- Controversial or deceptive advertising methods.
- Public service vs. brand promotion.
- Balancing shock value with community goodwill.
- Why It’s Important
- Encourages lively debate on the boundaries of ethical marketing.
- Demonstrates the potential impact (positive or negative) of shock tactics.
- Fosters discussions on consumer manipulation versus social responsibility.
Member Only Teaching Activity
26) Do Taglines Eventually Wear Out?
Specsavers has used the same tagline for many years. This activity encourages students to debate whether long-standing taglines remain effective or should be refreshed to keep pace with consumer expectations.
- What It Covers
- The role of taglines in building brand recognition.
- Balancing consistency with the need for brand evolution.
- Impact of changing consumer tastes and language.
- Why It’s Important
- Highlights the brand equity built through repetition and familiarity.
- Explores potential stagnation if a tagline no longer resonates.
- Encourages strategic decisions about brand messaging updates.
Member Only Teaching Activity
27) Coca-Cola Launches a New Flavor Designed by AI
Coca-Cola’s Y3000 flavor release was co-created with AI, reflecting how even legacy brands are tapping into futuristic technologies. Students discuss the risks and rewards of blending AI-driven innovation with a traditionally iconic product line.
- What It Covers
- The intersection of emerging technology and brand heritage.
- Gauging consumer acceptance of “tech-influenced” flavors.
- Branding around novelty vs. tradition.
- Why It’s Important
- Illustrates how AI can shape new product development processes.
- Forces questions about whether these innovations are genuine improvements or mere gimmicks.
- Encourages students to consider brand risk when experimenting with unorthodox ideas.
Member Only Teaching Activity
Wrap-Up
Incorporating these 27 case studies into your marketing curriculum provides a well-rounded toolkit for illustrating the highs and lows of brand strategy, product innovation, and consumer engagement. From navigating DEI conversations to pursuing “anti-consumer” stances, these real-life lessons equip students with the practical knowledge they need to thrive in the evolving world of marketing.
Whether you use them for full-class discussions, small group analyses, or individual assignments, you’ll find that each case offers unique takeaways about effective (and sometimes ineffective) marketing. By exposing students to both iconic successes and cautionary tales, you help them develop a more nuanced understanding of what it truly takes to build, maintain, and grow a brand in any market.
By offering real-world examples, these case studies can energize your classroom discussions and empower students with practical skills, preparing them for a rapidly evolving marketplace. Enjoy bringing these stories to life in your courses!