Segmentation and Positioning Archives - Great Ideas for Teaching Marketing

Jaguar Rebranding and Repositioning Case Study

Case Study, Consumer Behavior, Free Activities, Marketing Environment, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

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

What’s the Role of Buyer Personas?

Consumer Behavior, Discussion Exercises, Member Activities, Research and MIS, Segmentation and Positioning

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

Experts in Positioning: Cigarette Brands

Discussion Exercises, Member Activities, Products and Brands, Segmentation and Positioning

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

Matching Positioning and Target Market Needs

Member Activities, Places and Channels, Segmentation and Positioning, Strategy and Plans

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

Understanding Generation Zennial

Analysis and Metrics, Consumer Behavior, Member Activities, Segmentation and Positioning

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

Classic Case Study: What is Positioning?

Case Study, Free Activities, Promotion, Segmentation and Positioning, video

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

Aldi Supermarkets Differentiation Case Study

Case Study, International, Marketing Environment, Member Activities, Places and Channels, Segmentation and Positioning

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

What’s the Best Approach to Our B2B Segmentation?

B2B Marketing, Decisions and Mini-Cases, Member Activities, Segmentation and Positioning

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

Which B2B Segmentation Base?

B2B Marketing, Free Activities, Segmentation and Positioning

In this B2B market segmentation exercise, students will identify the bases that companies are using to segment their business markets.

Which B2B Segmentation Base? Review the Teaching Activity

Should We Expand? Role Play Activity

Decisions and Mini-Cases, Member Activities, Role Plays, Segmentation and Positioning, Strategy and Plans

This role play exercise puts in a meeting scenario for a sustainable clothing company contemplating market expansion. Participants assume key roles within the management team, debating the merits and risks of entering new segments while maintaining the brand’s eco-conscious identity.

Should We Expand? Role Play Activity Review the Teaching Activity