Segmentation and Positioning

Impact of Country of Origin Effects

Experiments, International, Member Activities, Products and Brands, Segmentation and Positioning

This task is designed as a series of trade-off choices to identify the power and impact of country-of-origin effects in consumer decision making. Your students will act as consumers and identify which one product that your would choose to buy from each of the choices. They will consider three options for each product: a product connected to its country of origin (at a premium price), a locally made version (mid price) and a product from a non-connected country (low price).

Impact of Country of Origin Effects Review the Teaching Activity

Bud Light Returns to their Traditional Positioning

Decisions and Mini-Cases, Member Activities, Products and Brands, Segmentation and Positioning, Strategy and Plans

This activity is centered on Bud Light’s Superbowl TV ad in 2025. This ad signaled a return to their traditional brand image and target market, following the consumer backlash they received in 2023 for straying too far away from their established brand positioning and loyal customer base.

Bud Light Returns to their Traditional Positioning Review the Teaching Activity

Classic Case Study: McDonalds Happy Meals

Case Study, Consumer Behavior, Ethics, Member Activities, New Product Process, Products and Brands, Promotion, Segmentation and Positioning

This McDonald’s case study reviews their iconic and enduring Happy Meal offering. The case explores a variety of marketing concepts with a particular focus on family decision making, product bundling, brand associations, ethical considerations, and the ability to offer multiple benefits to deliver consumer value. Although it is a relatively simple product, its continued and significant market success is undeniable, making it a classic and important case study for your students.

Classic Case Study: McDonalds Happy Meals Review the Teaching Activity

Classic Case Study: Snickers You’re Not You When You’re Hungry

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

This activity focuses on the Snickers “You’re Not You When You’re Hungry” campaign as a mini case study. Students will explore the campaign’s creative use of humor and the role of classical conditioning in creating brand associations through the integration of cohesive IMC strategy.

Classic Case Study: Snickers You’re Not You When You’re Hungry Review the Teaching Activity

Crafting a Targeted Marketing Mix for Segments

Consumer Behavior, Marketing Mix, Member Activities, Segmentation and Positioning, Services/CRM, Strategy and Plans

In this activity, students will analyze four distinct market segments identified by an insurance firm and develop a tailored 7Ps marketing mix to appeal to one of these segments. Each segment has unique characteristics based on a matrix with two axes: active vs. passive insurance seekers and price vs. non-price sensitivity. You can choose to assign segments to groups or let students choose one or more segment to target.

Crafting a Targeted Marketing Mix for Segments Review the Teaching Activity

Targeting Charity Donation Segments

Consumer Behavior, Discussion Exercises, Member Activities, Segmentation and Positioning, Social

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

Classic Case Study: Pepsi Next (Mini Case Version)

Decisions and Mini-Cases, Member Activities, New Product Process, Products and Brands, Segmentation and Positioning, video

This mini case study is a shortened version of the full Pepsi Next case study (also on Great Ideas). This shorter version lends itself to in-class review and discussion, while still maintaining the key elements – and videos – of the longer case study.

Classic Case Study: Pepsi Next (Mini Case Version) Review the Teaching Activity

Jaguar Rebranding Mini Case Study

Case Study, Consumer Behavior, Member Activities, News item, Segmentation and Positioning, Social, Strategy and Plans

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

Classic Case Study: Real Burger World (Mini Case Version)

Consumer Behavior, Decisions and Mini-Cases, Marketing Mix, Member Activities, Places and Channels, Segmentation and Positioning, Services/CRM

In this mini-case, students explore why a new business with a “good idea” failed to be successful. Please note that is a shorter video for the longer, more detailed, case on Real Burger World (RBW) – a firm that gained attention in the UK by its exposure on a business start-up reality TV show.

Classic Case Study: Real Burger World (Mini Case Version) Review the Teaching Activity

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

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