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.
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Competing Against Dominant Brands (Case Study) Review the Teaching Activity
In this strategic and analytic activity, students need to help a company work out the best of the three different promotional approaches that they have tested in the marketplace.
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Analyzing the Best Promotional Method Review the Teaching Activity
In this activity, students work through a manager’s discussion on proposed IMC tools and identify which ones are paid, owned, and earned media.
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Paid, Owned or Earned Media? 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.
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Aspirational Reference Group Appeal Review the Teaching Activity
What motivates a consumer to purchase from a restaurant? Sounds simple, but when it comes to identifying motivations, it is often helpful to look beyond the obvious and uncover the real reasons for consumer actions.
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Tapping into Consumer Motivations Review the Teaching Activity
This activity introduces students to the concept of marketing models and how to set goals and targets to achieve top-level goals like sales revenue and profit.
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What Should Be Our Marketing Target? Review the Teaching Activity
Students work through eight common marketing campaigns and actions to identify what were the likely financial and marketing objectives. A helpful task for students’ understanding of the multiple goals of most marketing actions.
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What Marketing or Financial Objective? Review the Teaching Activity
This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
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KFC’s App Gamifies Snack time Review the Teaching Activity
Another set of 30 harder multiple choice questions covering the marketing mix elements.
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Marketing Mix Multiple Choice Questions = Set B Review the Teaching Activity
A set of 30 harder multiple choice questions covering the marketing mix elements.
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Marketing Mix Multiple Choice Questions = Set A Review the Teaching Activity