Promotion

Are Price Discounts Worthwhile?

Consumer Behavior, Member Activities, Pricing, Promotion, Segmentation and Positioning

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

Difference Between Target Markets and Target Audiences

Discussion Exercises, Ethics, Marketing Environment, Member Activities, Promotion, Role Plays, Services/CRM, Social

In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
EXCLUSIVE ACTIVITY FOR MEMBERS

Difference Between Target Markets and Target Audiences Review the Teaching Activity

Repositioning Upwards (Video Case Study)

Case Study, Consumer Behavior, Digital Marketing, Member Activities, Products and Brands, Promotion, Segmentation and Positioning, video

This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.

Repositioning Upwards (Video Case Study) Review the Teaching Activity

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