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
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
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
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
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