In this new product case study, the owners of V Energy drinks decide to take on Coke and Pepsi in the sports drink product category, using a clever approach to positioning and differentiation.
EXCLUSIVE ACTIVITY FOR MEMBERS
Competing Against Dominant Brands (Case Study) Review the Teaching Activity
In this strategic and analytic activity, students need to help a company work out the best of the three different promotional approaches that they have tested in the marketplace.
EXCLUSIVE ACTIVITY FOR MEMBERS
Analyzing the Best Promotional Method Review the Teaching Activity
In this activity, students work through a manager’s discussion on proposed IMC tools and identify which ones are paid, owned, and earned media.
EXCLUSIVE ACTIVITY FOR MEMBERS
Paid, Owned or Earned Media? Review the Teaching Activity
In this task students review and analyze a magazine ad for Rolex watches that uses aspirational appeal to motivate target consumers to finally purchase a Rolex.
EXCLUSIVE ACTIVITY FOR MEMBERS
Aspirational Reference Group Appeal Review the Teaching Activity
This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
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KFC’s App Gamifies Snack time Review the Teaching Activity
For this activity, students need to match the Integrated Marketing Communication (IMC) tool to its appropriate definition.
Integrated Marketing Communication Definitions Review the Teaching Activity
Firms will utilize price adjustments (and discounts) in order to target particular consumers, or to adapt to particular situations. In this activity, students identify examples and how to effectively use price adjustments.
EXCLUSIVE MEMBER ACTIVITY
Using Pricing Adjustments Review the Teaching Activity
The terms and jargon of direct marketing are sometimes confusing. In this activity, the task is to match the definition/term to its best description.
EXCLUSIVE MEMBER ACTIVITY
Direct Marketing Terms Review the Teaching Activity
This is a 20 multiple-choice question video quiz on the PROMOTIONAL MIX. It is a fun and interactive approach to revision for students, and a helpful insight for instructors on which new product topics need further explanation and discussion.
Promotional Mix MCQ Revision VIDEO Review the Teaching Activity
In this task, students will review a billboard ad, which promotes a benefit derived from product augmentation. Students will then discuss the role and value of augmenting a product.
Does Product Augmentation Matter? Review the Teaching Activity