How to Develop a Segment Profile
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
How to Develop a Segment Profile Review the Teaching Activity
Segmentation and Positioning
How to Segment a Market
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
How to Segment a Market Review the Teaching Activity
From Market Segmentation to Marketing Mix (Drinks)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to Marketing Mix (Drinks) Review the Teaching Activity
Segmenting the Fast Food Market
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
Segmenting the Fast Food Market Review the Teaching Activity
New Coke Case Study (Part 1)
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
New Coke Case Study (Part 1) Review the Teaching Activity
New Coke Case Study (Part 2)
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 2) Review the Teaching Activity
Sexual Advertising Appeal: Fit with Brand?
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of a sexual appeal in the campaign.
Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity
Evaluating Advertising Messages
In this activity, marketing students will evaluate a few press and billboard ads to determine whether the messaging is clear and effective.
EXCLUSIVE MEMBER ACTIVITY
Evaluating Advertising Messages Review the Teaching Activity
Wispa Chocolate Bar Relaunch
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Wispa Chocolate Bar Relaunch Review the Teaching Activity
Pepsi Next Case Study
This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.
Pepsi Next Case Study Review the Teaching Activity