In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.
Successful Repositioning Video Case Study Review the Teaching Activity
Students are presented with a customer profile but they can only choose a small proportion of the information to access. Which segmentation base information will they choose and find the most effective?
Which Segmentation Base is the Most Helpful? Review the Teaching Activity
In this activity, students explore the effectiveness of age segments. Age segmentation is a common approach used by students, but is it worthwhile, especially as compared to other segmentation bases.
Is Age Segmentation a Good Approach? Review the Teaching Activity
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Snicker’s Innovative SEM Campaign Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
In this activity, students examine the opportunities and challenges of repositioning by reviewing the rise, fall, and then rise again of the cruising industry.
EXCLUSIVE ACTIVITY FOR MEMBERS
Repositioning the Cruise Ship Industry Review the Teaching Activity
12 multiple choice questions covering the topics of market segmentation, targeting, and positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Market Segmentation Multiple Choice Questions Review the Teaching Activity
In this activity, there are five different market segments have been identified for the sports shoe market. Students need to assess the most attractive segment and then construct a top-level marketing mix.
Identifying Segment Needs Review the Teaching Activity
A firm have introduced a new snack product and students need to identify the best brand name and product positioning (from lists provided).
How to Position a New Product Review the Teaching Activity
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
EXCLUSIVE MEMBER ACTIVITY
The Value of Brand Persona Names Review the Teaching Activity