In this activity, students work in groups to create tailored fundraising campaigns designed to appeal to one specific donor profile. Each campaign will look to address the unique motivations and behaviors of the market segment while seeking to maximize engagement and, of course, long-term donations. and ongoing support.
Targeting Charity Donation Segments Review the Teaching Activity
This is a mini case study of brand repositioning using Jaguar’s 2024 strategy. It is a shorter version of the full case study also on this website, Students will analyze their promotional video and their overall rebranding and repositioning strategy. Therefore, this mini case is more suitable for an in-class discussion task, especially around brand and positioning topics.
Jaguar Rebranding Mini Case Study Review the Teaching Activity
This case study examines the challenges of brand repositioning using Jaguar’s 2024 strategy. Students will analyze key marketing decisions, including the promotional video and their concept car launch. The case encourages critical thinking about creative messaging, brand management, strategy, DEI issues, and the risks of targeting new consumers while potentially alienating loyal customers.
Jaguar Rebranding and Repositioning Case Study Review the Teaching Activity
Students examine the role and purpose of a buyer persona by reviewing three buyer personas for consumers in the health and fitness market. They also have the opportunity to develop and build their own buyer persona.
What’s the Role of Buyer Personas? Review the Teaching Activity
While smoking may be going out of fashion and cigarette advertising has been banned in many parts of the world, cigarette brands do provide marketers with an excellent introduction to how to position a brand in a cluttered and competitive market. This is primarily a visual-based activity for students and a great opportunity to learn more about positioning.
Experts in Positioning: Cigarette Brands Review the Teaching Activity
This is a great exercise for connecting target market needs and positioning. Students are presented with profiles of 5 consumer segments and the positioning of 9 competing supermarkets. Helpful activity for connecting the STP dots.
Matching Positioning and Target Market Needs Review the Teaching Activity
Students review Zennials, the micro-generation between Millennials and Gen Z and consider the value of understanding and using age and generational cohorts in their marketing actions.
Understanding Generation Zennial Review the Teaching Activity
In this video-based task, students review an ad for McDonald’s UK where they are promoting their McCafé offering, as compared to visiting a “trendy” coffee shop. This is considered a classic case study for marketers as it clearly shows the concepts of positioning and differentiation.
Classic Case Study: What is Positioning? Review the Teaching Activity
In this activity, students explore Aldi supermarkets and their operations in the United States and how they managed to grow and become successful in the “generic” supermarket retailing sector.
Aldi Supermarkets Differentiation Case Study Review the Teaching Activity
In this activity, students will help an accounting firm decide on the best approach for segmenting their B2B market. They will review an excerpt of a management team meeting where they debate various B2B market segmentation approaches.
What’s the Best Approach to Our B2B Segmentation? Review the Teaching Activity