In this discussion exercise, students can role-play and debate the unique marketing challenges associated with different classes of consumer products.
EXCLUSIVE MEMBER ACTIVITY
Consumer Product Classification: Marketing Challenges Review the Teaching Activity
This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
EXCLUSIVE MEMBER ACTIVITY
Marketing Mix Decisions for Shopping Products Review the Teaching Activity
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of an sexual appeal in the campaign.
Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Ethical Advertising? Tommy Hilfiger Brand Launch Review the Teaching Activity
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
McDonald’s Sponsorships Review the Teaching Activity
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Wispa Chocolate Bar Relaunch Review the Teaching Activity
This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.
Pepsi Next Case Study Review the Teaching Activity
In this video-based mini-case, students will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”.
Coke Repositions their Energy Drink (Video Case) Review the Teaching Activity
Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In this simple example, students assess the impact of allocating fixed costs to its products profitability.
EXCLUSIVE MEMBER ACTIVITY
Allocating Fixed Costs (Product Profitability) Review the Teaching Activity
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It’s more than just promotion!
EXCLUSIVE MEMBER ACTIVITY
Benefits of Brand Building Review the Teaching Activity