From Luxury to Everyday: How Brightland Is Rebranding Olive Oil Through Packaging
Brightland is an interesting brand with an interesting history. You can learn more by reading “Can Brightland’s new squeeze bottles help it win the olive…
Product
- Chapter 04 | Chapter 05 | Chapter 08 | Chapter 09 | Chapter 13 | Chapter 17 | In-Class Activity | Price | Product | Product life cycle | Promotion
Marketing to ‘Real People’: Eight Sleep’s Move from Tech Icons to Main Street
This Wall Street Journal article, “Musk and Zuckerberg Praise This $3,000 Smart Mattress Cover. Will Regular People Buy, Too?” offers an example of a company…
- Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 16 | Flip Exercise | In-Class Activity | International | Marketing strategy planning | Place | Positioning | Price | Product | Promotion
Case Study: Crocs in China
Black Crocs shoes with Jibbitz charm decorations.
- Chapter 08 | Chapter 09 | Chapter 17 | Chapter 18 | Price | Product
Perfect Price Points: How Brands Like PepsiCo and Estée Lauder Are Rewriting Value
This short but informative WSJ article highlights how brands across industries—from cosmetics to snacks to household goods—are rethinking their pricing strategies in response to falling…
- Chapter 05 | Chapter 07 | Chapter 09 | Consumer behavior | Market research | New-product development | Product
Toothbrush Tech: Creating Customer Value in the Oral Care Market
This WSJ article offers a fascinating look at Colgate-Palmolive’s relentless pursuit of the “perfect toothbrush,” led by Eduardo Jiménez, Director of Technology. With over 239…
- Chapter 01 | Chapter 03 | Chapter 05 | Chapter 08 | Chapter 17 | Consumer behavior | Price | Product
Private Labels Rising: Grocery Inflation’s Surprising Winner
Inflation remain stubborn. It is a topic our students understand (in a way that previous generations perhaps did not). This article at Sherwood News “Grocery…
- Chapter 01 | Chapter 04 | Chapter 05 | Chapter 08 | Chapter 10 | Chapter 12 | Chapter 16 | Place | Positioning | Price | Product | Promotion | Publicity | Retailing | Social media
Luxury in the Age of Accessibility: Lessons on Modern Marketing from Birkin and Wirkin
The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…
- Chapter 08 | Chapter 12 | Place | Product
Consumer Choice vs. Profit Margins: The Balancing Act in Product Line Management
The CNN article, “Stores don’t sell your favorite product anymore. That’s on purpose,” examines how companies like Hormel, Levi’s, and Dollar General are reducing their…
The Retro Revolution: How the VW ID. Buzz is Electrifying the Minivan Comeback
Volkswagen is bringing the minivan back with the all-electric ID. Buzz, a retro-modern vehicle paying homage to VW’s iconic microbus. The U.S. version of the…
