Products and Brands Archives - Great Ideas for Teaching Marketing

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.

Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity

Cobranding of Coke and Oreos

B2B Marketing, Case Study, Member Activities, New Product Process, Products and Brands, Promotion, video

This teaching activity explores the benefits and risks of cobranding, primarily focusing on the Coca-Cola – Oreo limited edition products launched in late 2024. A good introduction to the concept of cobranding and why it is a powerful marketing tool.

Cobranding of Coke and Oreos Review the Teaching Activity

Experts in Positioning: Cigarette Brands

Discussion Exercises, Member Activities, Products and Brands, Segmentation and Positioning

While smoking may be going out of fashion and cigarette advertising has been banned in many parts of the world, cigarette brands do provide marketers with an excellent introduction to how to position a brand in a cluttered and competitive market. This is primarily a visual-based activity for students and a great opportunity to learn more about positioning.

Experts in Positioning: Cigarette Brands Review the Teaching Activity

Key Challenges of New Products

Discussion Exercises, Free Activities, Marketing Environment, New Product Process, Products and Brands, Strategy and Plans

This is a teaching activities designed to introduces students to the concepts and challenges of new products and the decision of whether to introduce them. It is a good foundational task to lead into this teaching activity: New Product Evaluation Challenges.

Key Challenges of New Products Review the Teaching Activity

Classic Case Study: WestJet Christmas Miracle

Case Study, Member Activities, Products and Brands, Promotion, video

In this classic case study students will explore WestJet’s Christmas Miracle campaign that went viral and gained significant earned media. This campaign helped to build emotional loyalty for the brand.

Classic Case Study: WestJet Christmas Miracle Review the Teaching Activity

The Ethics of Shrinkflation: Debate Ideas

Discussion Exercises, Ethics, Member Activities, Pricing, Products and Brands, Social

Students are provided with two debate questions, as well as some for and against points to get them started and thinking about the role and impact of shrinkflation. Debate are often a good method of generating a deeper understanding of a topic. Shrinkflation extends beyond just pricing, to brand management, promotion, ethics, customer trust, and profitability.

The Ethics of Shrinkflation: Debate Ideas Review the Teaching Activity

Should the Bank Support the Social Cause?

Decisions and Mini-Cases, Ethics, Member Activities, Products and Brands, Social

Students explore a scenario involving a management meeting at a bank, where the participants in this meeting are discussing the bank’s potential engagement with a social issue, namely problem gambling. The task is to review the meeting and work out what the bank should do and how much they should be involved in this social issue.

Should the Bank Support the Social Cause? Review the Teaching Activity

Education CSR or Just Promotion?

Case Study, Ethics, Member Activities, Products and Brands, Promotion, Social

Students review an award-winning education outreach project by Colgate known as “Education in a Box” designed for schools in Myanmar. While this sounds like a great initiative for providing education resources – was it really? Or was it a form of stealth marketing or just greenwashing?

Education CSR or Just Promotion? Review the Teaching Activity

Are these Legitimate Marketing Claims or Greenwashing?

Discussion Exercises, Ethics, Member Activities, Products and Brands, Promotion, Strategy and Plans

In this task, students review several marketing claims and identify whether the firm is making legitimate claims and is helping the natural environment OR whether they are engaged in greenwashing.

Are these Legitimate Marketing Claims or Greenwashing? Review the Teaching Activity

Evaluating Sponsorship Opportunities

Consumer Behavior, Decisions and Mini-Cases, Member Activities, Products and Brands, Promotion

Students are faced with evaluating and selecting sponsorship opportunities from a list of five possibilities. Unfortunately, the company only has enough budget to choose either 2 or 3 of them. A good activity to understand the impact of sponsorships and to evaluate how effective they may be.

Evaluating Sponsorship Opportunities Review the Teaching Activity