Which Brand Strategy?
For this proposed new snack food product, what is the most appropriate branding strategy? A brand extension, or a multi-brand, and so on.
Which Brand Strategy? Review the Teaching Activity
Products and Brands
Line and Brand Extensions
Firms are usually faced with four broad branding choices, with the key goal of growing brand equity. In this activity, students classify examples to the type of brand strategy.
Line and Brand Extensions Review the Teaching Activity
Do Manufacturers Like Private Labels?
Why would a large manufacturer want to produce a private label product that will directly compete against their flagship product? Hopefully this activity will provide the answer.
Do Manufacturers Like Private Labels? Review the Teaching Activity
Talk Benefits, Not Features
Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! In this activity, students will convert features into benefits.
Talk Benefits, Not Features Review the Teaching Activity
Changing Product Attributes – A Good Idea?
This company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do your students think?
Changing Product Attributes – A Good Idea? Review the Teaching Activity
Product Design = Mix of Attributes
By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.
Product Design = Mix of Attributes Review the Teaching Activity
Unique Characteristics of Services
Services have a number of distinct characteristics that create a unique set of marketing challenges for services marketers. The task is to review customer statements to identify the distinguishing service characteristic.
Unique Characteristics of Services Review the Teaching Activity
Classifying Consumer Products
Consumer products can be classified into four different types, to help understand consumer behavior and to assist in the design of the marketing mix. The task is to classify a list of products.
Classifying Consumer Products Review the Teaching Activity
Designing a Product’s Augmentation
In this activity for a banking ‘club”, students need to determine what would be the appropriate level of augmentation for each of the club’s elements.
Designing a Product’s Augmentation Review the Teaching Activity
Does Product Augmentation Provide Value?
Students choose between sets of competitive product offerings. One of the choices is more heavily augmented. How important is the augmented product in the decision? Are students willing to pay more?
Does Product Augmentation Provide Value? Review the Teaching Activity