Diamond Shreddies 2008 campaign is another classic marketing case study. It plays on the idea that Shreddies, which were traditionally square-shaped, had been “transformed” into a new, diamond-shaped version. But nothing changed except for their sales.
Classic Case Study: Shreddies Cereal Review the Teaching Activity
Your students take the role of a brand manager of a successful frozen-food brand. But it is in the maturity phase of the PLC and needs to pursue other growth options. Students evaluate five potential new lines and line extensions to help guide the brand forward.
Which Line of New Products Should We Pursue? Review the Teaching Activity
In this activity students review a series of common marketing claims that would be generally considered to be misleading. There are 12 examples to consider, with students making a judgment call on which ones to retain and which ones would be unethical and/or ineffective. A pragmatic approach to understanding marketing tactics.
Misleading Marketing Claims – or Not? Review the Teaching Activity
This is a 16 multiple-choice question video quiz on matching famous brands to their tag-lines. It is designed as a fun, interactive and team-building or ice-breaker exercise for students.
Pick the Slogan: VIDEO Review the Teaching Activity
The Marlboro Man advertising is one of the most famous and successful marketing campaigns of all time, which every marketer should know about. In this mini case study, students explore how the Marlboro Man came to be, especially after the brand was initially targeted at female smokers, and review the marketing challenges that they faced along the way.
Classic Case Study: Marlboro Repositions for Success Review the Teaching Activity
Students advise a company that has created too many segments how to best combine them (using counter segmentation). A good exercise for students to understand the purpose of segmentation and to consider the trade-off between segment size and viability.
Counter Segmentation Review the Teaching Activity
This activity builds upon the existing Bud Light case study but focuses on the psychographic segmentation approach used by Bud Light. The exercise is designed for students to have a better understanding of what psychographic segmentation and how it can be used.
Bud Light and Psychographic Segmentation Review the Teaching Activity
In this exercise, students complete two tables for the product life cycle – for the key characteristics of each stage and for the key marketing mix tactics for each stage. It is designed as a revision exercise and can be completed by individual students or in pairs.
Understanding the Product Life Cycle (PLC) Review the Teaching Activity
Many snack and beverage brands now introduce short-term mystery flavors of their products which are often tied to contests and social media engagement. This mini case looks at “What The Fanta” and asks students what the brand is trying to achieve, brand risk, and whether it is a new product or simply a sales promotion campaign?
Mystery Flavors: New Product or Sales Promotion? Review the Teaching Activity
In this mini-case study, students review the launch of Coca-Cola’s Y3000 limited edition flavor – which was co-created by AI. Is this a good strategic move for Coke or are they putting their brand at risk? Given that AI is now here to stay, this case study gives an insight on how AI might be used in the new product development process.
Coca-Cola Launches a New Flavor Designed by AI Review the Teaching Activity