Promotion

Classic Case Study: Tropicana’s Packaging Case Study

In this activity we are going back to 2009 when Tropicana underwent a significant packaging redesign that did not go as planned. Although this occurred a number of years ago, it is a “classic” case study that all marketing students and practitioners should be aware of. It is especially useful for understanding the importance of packaging, branding, and what drives customer loyalty and repeat (habitual) purchases.

Classic Case Study: Tropicana’s Packaging Case Study Review the Teaching Activity

Informative, Persuasive, or Reminder Advertising?

In this simple, but quite challenging, exercise students classify ads into the categories of informative, persuasive, and reminder advertising. This is a great task to help students distinguish between these somewhat confusing differences. The “need” for reminder style advertising is also explored.

Informative, Persuasive, or Reminder Advertising? Review the Teaching Activity

Are Price Discounts Worthwhile?

As we know, sales promotions and discounts are commonly used in supermarket channels. However, do they make a difference? In this activity, students examine different consumer motivations, using an excerpt from a focus group, to identify the type of consumer (segment) that are responsive to sales promotions and why – as well as identifying the long-term impact on a brand, if any.

Are Price Discounts Worthwhile? Review the Teaching Activity

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