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
Your students take the role of a brand manager of a successful frozen-food brand. But it is in the maturity phase of the PLC and needs to pursue other growth options. Students evaluate five potential new lines and line extensions to help guide the brand forward.
Which Line of New Products Should We Pursue? Review the Teaching Activity
This is NOT a teaching activity. Instead, it is a series of ten in-depth (5-10 mins) videos on positioning and perceptual maps that you can choose from to give students a deeper understanding of these topics.
Video Series on Positioning and Perceptual Maps Review the Teaching Activity
In this activity, students review seven market segments for a company looking to launch a dinner cruise in a town that has a sizable local population and a steady stream of tourists. Their task is to identify the best market segment to become the target market, based upon their characteristics, profitability, and long-term viability.
Pick the Best Target Market Review the Teaching Activity
Students explore positioning and the importance of differentiation by reviewing 10 competing restaurants in the same geographic market. Each restaurant has a unique positioning and students need to evaluate which ones will be more successful, as well as identifying an opportunity for a player in the market.
The Importance of Differentiation Review the Teaching Activity