The launch of the Mother Energy brand generated many first-time sales, there were only limited repeat purchases, primarily due to the poor taste of the product. As a result, the brand was placed into the inept set by the majority of target market consumers. As a result, Coca-Cola had to decide what to do with this poor performing brand.
Inept to the Evoked Brand Set (Case Study) Review the Teaching Activity
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.
Successful Repositioning Video Case Study Review the Teaching Activity
A local coffee shop has conducted a pricing experiment and broadened their product line. But did the experiment work? And should they continue with the pricing approach or discontinue it? A great activity for assessing marketing mix changes.
Coffee Shop Pricing Market Test Review the Teaching Activity
Students need to determine which is the best brand choice for consumers using different decision rules, namely compensatory, conjunctive, disjunctive, lexicographic and elimination-by-aspects rules.
Using Decision Rules in Consumer Behavior Review the Teaching Activity
Students are presented with a scoring model to see how compensatory decision-making is undertaken and to choose the best brand.. And they also need to identify how brands can use this information in their marketing mix.
Compensatory Decision Rules Review the Teaching Activity
In this activity, students review a focus group discussion with recent buyers and work out which non-compensatory decision rule each consumer used. A helpful task for understanding the differences in decision rules in the evaluation stage of the buyer decision process.
Non-Compensatory Decision Rules Review the Teaching Activity
In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
EXCLUSIVE ACTIVITY FOR MEMBERS
International Market Entry (Case Study) Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
In this new product case study, the owners of V Energy drinks decide to take on Coke and Pepsi in the sports drink product category, using a clever approach to positioning and differentiation.
EXCLUSIVE ACTIVITY FOR MEMBERS
Competing Against Dominant Brands (Case Study) Review the Teaching Activity
In this task students review and analyze a magazine ad for Rolex watches that uses aspirational appeal to motivate target consumers to finally purchase a Rolex.
EXCLUSIVE ACTIVITY FOR MEMBERS
Aspirational Reference Group Appeal Review the Teaching Activity