In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.
Understanding the Motivations of Luxury Consumption Review the Teaching Activity
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Repositioning Upwards (Video Case Study) Review the Teaching Activity
Students review several key strategic points about Apple, in order to identify the role of their strategic capabilities and how that gives them an ongoing competitive advantage in the marketplace.
EXCLUSIVE MEMBER ACTIVITY
Role of Capabilities Review the Teaching Activity
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Is Shrinkflation a Good Approach to Pricing? Review the Teaching Activity
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Overcoming Service Intangibility Review the Teaching Activity
In this activity students identify the role and influence of marketing in various key projects for a company. It is a helpful exercise for students to understand the breadth and extent of how marketing impacts a company overall. Also a helpful activity for introducing the concept of internal marketing.
Does Marketing Have the Lead? Review the Teaching Activity
Students review two short promotional videos that will get students rethinking the “standard” benefits of everyday products. This is a great activity for distinguishing between product features and benefits, as well as tapping into core consumer needs and motivations.
What Benefits Are We Selling? Review the Teaching Activity
Students learn about the importance brand touchpoints and how they can influence consumer decisions, by reviewing a list of 20 brand touchpoints and evaluating their likely impact.
What are Brand Touchpoints? Review the Teaching Activity
Students need to determine what a perceptual map tells them about the current positioning of a bank and what challenges they may face. It uses a more complex, but more helpful, approach to perceptual mapping – an ideal learning advancement for students.
Interpreting a More Complex Perceptual Map Review the Teaching Activity
This is a creativity exercise where students sort through forced relationships of flavors and product categories in order to identify potential new product ideas for snack foods. It should be a relatively fun and enjoyable exercise for students, as well as demonstrating a good technique for finding new product ideas in a cluttered and crowded market.
New Product Concept Generation Using Creativity Review the Teaching Activity