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
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
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
This activity involves analyzing market segments for Greenhills Shoes, a sustainable footwear company. Students will identify how to expand the brand without compromising its eco-friendly values, focusing on understanding brand positioning and the importance of sustainability in marketing.
Tapping into Customer Value Review the Teaching Activity
In this activity students will consider the value of a brand (Specsavers) utilizing a long-term tag-line. While tag-lines are often helpful for communicating positioning and guiding IMC campaigns, they may need to be refreshed at times to keep the brand modern and adaptive.
Do Tag-Lines Eventually Wear Out? Review the Teaching Activity
Students evaluate the effectiveness of tag-lines by being presented with a series of slogans for different types of businesses and choosing which ones would influence them the most. Therefore, this teaching activity is like a fun experiment that you can run in class.
Are You Influenced by Tag-Lines? Review the Teaching Activity
This is NOT a teaching activity. It is a series of 14 in-depth (5-10 mins) videos on market segmentation and targeting that you can choose from to give your students a deeper understanding of these topics.
Video Series on Segmentation and Targeting Review the Teaching Activity
This is a classic marketing case study from 2009. It was a major repositioning campaign for Domino’s Pizza (in the USA market) entitled “Pizza Turnaround”. It is based around two short videos.
Classic Case Study: Domino’s Turnaround Repositioning Review the Teaching Activity
In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?
Is Repositioning the Best Option? Review the Teaching Activity
In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.
Making Services Tangible (Video Case Study) Review the Teaching Activity