Business Case Studies by Topic - Marketing

Below is a list of case studies taken from the Marketing section of The Times 100. Choose your sub topic from the list of arrowed links below the Marketing heading.

Marketing case studies

    • Branding in business

      • Philips Logo

        How a brand promise drives change in a multinational organisation

        Edition 11: This case study helps students understand how companies re-position themselves to consumers through communication and product development/enhancement.

      • Kellogg's Logo

        Building a brand in order to sustain its life cycle

        Edition 10: As a result of carefully reading the Case Study, students should be able to: know what is meant by a product life cycle, understand research is needed to identify the best way of injecting new life into brands/products, explain the key components of a SWOT analysis.

      • Philips Logo

        Brand repositioning and communications

        Edition 10: As a result of carefully reading the Case Study, students should be able to: explain what is meant by repositioning and why Philips carried out qualitative and quantitative research to identify an appropriate position for the brand, understand why it is important to understand the strengths and weaknesses of an existing brand when deciding how to reposition it, describe how Philips had built a new position for its brand, based on creating products that are ‘designed around you’, ‘easy to experience’, and ‘advanced’.

      • Capita/DfES Logo

        Developing a partnership to support the interests of young people

        Edition 8: This case study illustrates the benefits of the Connexions Card to 16-19 year olds. It also focuses on how the Department for Education & Skills (DfES), a public service business, has joined forces with Capita, a private sector service business, to form a public private partnership (PPP).

      • HMV UK Logo

        Building on a brand

        Edition 8: This case study considers the importance of branding and the value of an established brand name when a company such as HMV is looking to expand and to adapt its business in response to changing market conditions.

      • Kraft Foods UK Logo

        Using planning analysts at the centre of brand development

        Edition 8: This case study illustrates how Kraft Foods’ management accountants act as financial planning analysts to support the process of brand development. It highlights how Krafts forward planning and supporting processes of investment/forecast analysis supports its core brands in a fast-changing market place.

      • Pittards Logo

        Supporting superbrands: the role of high-tech suppliers

        Edition 8: This case study looks at the work of Pittards, a British company that uses skilled buying and high-tech production methods to produce world class leathers for superbrands. It also focuses on the Japanese quality system - 20 Keys.

      • Cadbury Schweppes Logo

        Creating a new and exciting brand - Cafe Cadbury

        Edition 7: This case study examines the creation of a new and exciting brand - Café Cadbury - which shows how detailed thought has been applied to making this a successful venture which extends the Cadbury reputation by providing a high profile presence and by giving consumers even more reasons to choose Cadbury.

      • Rexam Logo

        Building a single brand

        Edition 7: This case study shows how Rexam is working to build its brand.

      • Corus Logo

        The importance of building a strong brand image

        Edition 7: This case study shows how Corus has set about building a consistent, respected brand identity that can be quickly recognised, with a view to giving the company a worldwide competitive advantage.

      • Cadbury Schweppes Logo

        Branding strategies to create value

        Edition 6: This case study looks at how Cadbury Schweppes applied an adopted business philosophy (Managing for Value - refer to The Times 100 Edition 5) to one of its core business activities: selling chocolate products to children either directly or through their parents.

      • Avery Logo

        Growing a brand in an unbranded market

        Edition 6: This case study looks at how Avery set about increasing its product portfolio whilst developing a wider range of new customers.

      • Sky Logo

        Building a brand leader

        Edition 6: The case study highlights how a strong brand can aid consumer recognition and add value.

      • Levi's Logo

        Reclaiming the identity of a brand

        Edition 6: This case study has shown how Levi’s has used effective brand management planning to reclaim the brand and to turn around the fortunes of the company.

      • Rexam Logo

        The new world of Rexam

        Edition 6: This case study shows how one of the world’s major consumer packaging companies, Rexam, is seeking to build its brand.

      • C&A Logo

        Creating value - brand management

        Edition 5: This case study focuses on the repositioning of C&A and how it has changed customer focus to become a value-driven retailer.

      • Dixons Group Logo

        Revolution in retailing

        Edition 5: This case study focuses on how Dixons Group has built its existing brands and created new brands to strengthen its market position.

      • Cadbury Schweppes Logo

        The importance of cause related marketing

        Edition 4: This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of Cause Related Marketing.

      • Dr Martens Logo

        Building a fashionable brand image

        Edition 4: This case study focuses on how Dr. Martens has built brand awareness through sponsorship links to music, fashion and theatre and outlines the promotional activities which support these areas.

      • Akzo Nobel Logo

        Corporate versus product branding

        Edition 3: This case study focuses on how Akzo Nobel, an organisation with many separate business units, an extremely diverse range of products and a large operating area, is developing a common thread of relationships between its business units based on corporate branding that reflects the central values of the company.

      • Skoda Logo

        Building brand equity

        Edition 3: This case study focuses on the turn-around in the fortunes of a well-known motor manufacturer - Skoda. It examines how Skoda has increased its brand equity through changing its image.

      • Jeyes Logo

        Creating and launching a new product range

        Edition 3: This case study focuses on Jeyes, a household name which creates a series of attributes, beliefs and values in the minds of consumers. It examines the value of the Jeyes name and shows how the business has been revitalised through the process of 'brand stretching' and new brand initiatives.

      • United Biscuits Logo

        Hula Hoops - emphasising the core values of the brand

        Edition 2: This case study looks at the Hula Hoops success story. It is a prime example of UB's commitment to focus on investment in existing portfolio brands.

      • Tesco Logo

        The healthy eating brand

        Edition 2: This case study focuses on how Tesco has identified and anticipated changes in lifestyles in this country and how these impact on new requirements for healthy eating. It shows how Tesco has developed a highly successful 'Healthy Eating' brand.

      • Dr Martens Logo

        Development of a brand through trade mark protection

        Edition 2: This case study looks at the need for some brands to use Trade Marks.

    • Competitive advantage in business

      • Singapore Airlines Logo

        Developing a competitive edge

        Edition 6: This case study highlights how SIA is achieving an advantage in the competitive airline industry.

      • Freeserve Logo

        The Freeserve solution

        Edition 5: This case study examines how Freeserve became the UK’s largest Internet service provider after only nine months of operation.

    • Customer focus in business

      • Argos Logo

        Identifying customers and meeting their needs

        Edition 10: As a result of carefully reading the Case Study, students should be able to: understand the importance of a mission statement, and know that Argos’ mission statement focuses on giving customers value for money by providing them with a convenient shopping experience, explain why segmentation helps an organisation to identify and meet the needs of customers and understand how frequency of visitors to an Argos store or site is a good way of segmenting customers, know what is meant by a growth strategy and give a brief explanation of how Argos is seeking to grow.

      • Nestlé Logo

        Responding to changing customer requirements: the drive towards Wellness

        Edition 10: As a result of carefully reading the Case Study, students should be able to: know that increasing numbers of people want healthier foods, understand how and why market focused companies (e.g. Nestlé) respond to such developments, know about Nestlé: its size, its products and its worldwide reputation.

      • Office of Fair Trading Logo

        Making markets work well with customers

        Edition 9: As a result of carefully reading the Case Study, students should be able to: understand the sources of consumer power, understand how the forces of demand and supply work to determine market prices , describe how the OFT uses its powers to promote fair competition. ,

      • Portakabin Logo

        Meeting customer needs for competitive advantage

        Edition 9: As a result of carefully reading the Case Study, students should be able to: define the term competitive advantage, understand the importance of differentiation as a competitive strategy, distinguish between private and public sector customers.

      • Yorkshire Building Society Logo

        Building a local retail strategy

        Edition 7: The study focuses on the development of a retail strategy based on identifying different customer needs and on devising ways of meeting these different needs.

      • Royal & Sunalliance Logo

        Building sound customer relationships

        Edition 7: This case study shows how Royal & SunAlliance has applied successful customer segmentation and relationship management to achieve successful partnerships with its key customers.

      • Standard Life Logo

        Customers, process and people

        Edition 5: This case study focuses on how Standard Life has extended its marketing mix beyond the traditional four Ps, Product, Price, Promotion and Place to create a modern focus on Customers, Process and People.

      • British Steel Logo

        Developing customer focus

        Edition 4: This case study examines how one part of British Steel has responded to its changing business environment to become a centre of excellence. It describes how a range of initiatives and developments has helped British Steel’s staff at Shotton Works to improve their customer focus.

      • RM Logo

        Developing long-term customer relationships

        Edition 4: This case study focuses on how RM has developed hardware, software, training and support for primary schools by working in partnership with education.

      • Co-operative Insurance Society Logo

        Applying the personal touch to financial services

        Edition 3: This case study examines the CIS approach to customer relationships and the steps it is taking to bring a modern face to the traditional values of personal selling.

      • Safeway Logo

        Making shopping easier

        Edition 3: This case study shows how Safeway formulated a strategy that refocused its 'customer offering' to appeal to families, particularly those with young children.

      • Yorkshire Electricity Logo

        A focus on customer service

        Edition 2: This case study focuses upon service quality by illustrating how one organisation - Yorkshire Electricity - in a fundamentally reorganised electricity industry, has developed a customer service strategy to redefine the way it looks after its customers.

    • International marketing in business

      • Cadbury Schweppes Logo

        Poland - a developing market

        Edition 2: This study is about Cadbury Schweppes' investment in a greenfield site in Poland and its entry into the Polish confectionery market.

    • Market research in business

      • JD Sports Logo

        Using market research to support decision making

        Edition 17: This case study focuses on how JD (part of JD Sports Fashion PLC), the UK’s leading retailer of fashionable sports and leisure wear, uses market research to support and develop its business.

      • Barclays Logo

        Discovering customer needs through research

        Edition 15: The case study shows how market research enabled Barclays to improve its student account offer.

      • Kellogg's Logo

        New products from market research

        Edition 15: This case study focuses on the importance of market research during the development and launch of Crunchy Nut Bites, a more recent extension to the Crunchy Nut brand.

      • Zurich Logo

        Providing a customer-centric service

        Edition 15: This case study focuses on how Zurich has used market research to develop a business strategy of 'delivering help when it matters so that customers feel valued and taken care of'.

      • Food Standards Agency Logo

        Market research and consumer protection

        Edition 13: This case study focuses on how the FSA uses scientific and market research to provide consumers with reliable up-to-date information, enabling them to make healthy choices about food.

      • first direct Logo

        Using market research to relaunch a brand

        Edition 13: This case study shows how first direct has used market research to revitalise its brand.

      • Portakabin Logo

        How market research helps Portakabin to remain at the cutting edge

        Edition 12: This case study helps students understand the importance of market research to successful, customer-led product development.

      • Beiersdorf Logo

        How market research supports the new product development process

        Edition 12: This case study describes the stages of market research which contribute to successful new product development and launch.

      • Coca-Cola Great Britain Logo

        Using market research to develop a product range

        Edition 9: As a result of carefully reading the Case Study, students should be able to: understand what is meant by a product range, know the meaning of marketing and its importance to an organisation, appreciate why market research should shape the product range.

      • England & Wales Cricket Board Logo

        Using market research to improve consumer focus

        Edition 8: This case study looks at how the England and Wales Cricket Board (ECB) recently undertook a substantial piece of market research. The ECB’s aim was to research how to increase audiences at cricket matches, stimulate interest in cricket in general and encourage more people to play the game.

      • GREGGS Logo

        Consumer focused product development

        Edition 8: This case study looks at an important part of market research. It illustrates how one of the UK’s leading bakery related retailers researches the market and uses the information it gains to influence its decisions about product development.

      • Yorkshire Building Society Logo

        Meeting customer needs - Young Savers

        Edition 8: This case study illustrates customer orientation by showing how Yorkshire Building Society has carried out detailed research into the financial requirements of young people with a view to offering them products that most meet their needs.

    • Marketing mix in business

      • Infiniti Logo

        Using sponsorship to increase brand awareness

        Edition 18: This case study illustrates how Infiniti formed its partnership with the Red Bull Racing F1 team to increase its global brand awareness, enter new markets and increase its market share in the luxury car market.

      • Aldi Logo

        Creating value through the marketing mix

        Edition 18: This case study focuses on the marketing strategies used by Aldi to increase its market share and encourage loyal customers.

      • adidas Logo

        Planning effective marketing strategies for a target audience

        Edition 18: This case study demonstrates how adidas used innovative marketing strategies in its sponsorship deal with the London 2012 Olympic Games to engage with young consumers in the UK and across the globe.

      • National Trust Logo

        The use of social media in promotion

        Edition 17: This case study looks at how the National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people.

      • Parcelforce Worldwide Logo

        Using the marketing mix to drive change

        Edition 16: This case study explores how Parcelforce Worldwide responded to increased competition by using the marketing mix or 4Ps.

      • JD Sports Logo

        Creating a winning marketing mix

        Edition 16: This case study describes how JD (part of the JD Sports Fashion PLC Group of companies), a large and well-known retailer, manages the balance of its marketing mix around its consumers' needs in order to achieve business growth.

      • Kia Motors Logo

        Using sports marketing to engage with consumers

        Edition 16: This case study illustrates how Kia, a South Korean motor company, has used sports marketing to develop its brand identity in the European motor market.

      • McCain Foods Logo

        The marketing mix in the food industry

        Edition 15: This case study shows how McCain combines all four parts of the marketing mix to develop its marketing strategy.

      • Diesel Logo

        Live, breathe and wear passion

        Edition 15: This case study looks at how Diesel promotes its products and the brand.

      • Intellectual Property Office Logo

        Protecting the marketing mix through intellectual property rights

        Edition 14: This case study looks at how one technology company, Forensic Pathways, has used these legal safeguards for a new development.

      • NIVEA  Logo

        The use of the marketing mix in product launch

        Edition 13: This case study shows how a carefully balanced marketing mix provides the platform for launching and re-launching a brand onto the market.

      • Ben Sherman Logo

        Using the marketing mix in the fashion industry

        Edition 13: This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence.

      • Experian Logo

        Entering a new market with a new product

        Edition 12: This case study helps students understand the range of choices available to companies for market and product development.

      • Ford Logo

        Sponsorship as part of the marketing mix

        Edition 11: This case study helps students understand how effective sponsorship involves all 4Ps of the marketing mix.

      • Motorola Logo

        Creating the right marketing mix

        Edition 11: This case study helps students understand the marketing mix including product, price, place and promotion.

      • BT Logo

        Meeting customers' needs in growth markets - online gaming

        Edition 10: As a result of carefully reading the Case Study, students should be able to: explain how broadband meets customers’ need for speed, identify key segments in the gaming market, explain how BT has developed a marketing mix for broadband gaming.

      • Argos Logo

        Re-focussing a company's culture and marketing mix

        Edition 9: As a result of carefully reading the Case Study, students should be able to: understand the cultural change brought about at Argos to boost sales, be able to identify the 7 Ps of the extended marketing mix, understand the changes made to the marketing mix at Argos,

      • Kellogg's Logo

        Using new product development to grow a brand

        Edition 9: As a result of carefully reading the Case Study, students should be able to: appreciate the need to make decisions that help to manage, maintain and develop the value of brands, appreciate the importance of market research processes and the questions that market researchers seek to answer, link processes of market research with a range of products that closely meet consumers’ needs.

      • Travis Perkins Logo

        Meeting customers' needs

        Edition 9: As a result of carefully reading the Case Study, students should be able to: identify how the business maintains sustained financial growth through acquisition and development of the existing business, understand how a customer service programme can help to improve performance and ensure long term financial stability, explain the key components of the marketing mix and how implementation of the mix will enhance customer satisfaction.

      • Intelligent finance Logo

        Leading a revolution in banking

        Edition 7: This case study examines how technology has enabled Intelligent Finance to revolutionise banking.

      • Cow & Gate Logo

        Innovation in infant nutrition

        Edition 7: This case study focuses on the way in which one of the world’s leading nutrition companies used a science-based research approach to develop a healthy milk product for babies and toddlers.

      • Kellogg's Logo

        Re-branding a Corporate Image

        Edition 6: This case study looks at the Kellogg's brands and considers both the branding of the corporate image and the individual products. How have they developed and how are they maintained?

      • Chap Stick Logo

        Positioning the brand

        Edition 2: This case study focuses upon just one of the many products from the diverse businesses of American home products - Chap Stick. From its early origins as a simple health care product, it has become, today, a highly sophisticated and successful product in an extremely competitive market.

    • Marketing planning in business

      • Portakabin Logo

        How the role of marketing drives business forwards

        Edition 15: This case study shows how Portakabin uses marketing to identify and anticipate customer needs and then meet them.

      • NIVEA  Logo

        Developing a marketing plan

        Edition 14: The study focuses on how a company can respond to changes in consumer expectations, external influences and business aims to achieve those objectives.

      • McDonald's Restaurants Logo

        The marketing process

        Edition 11: This case study helps students understand essential elements of marketing including marketing objectives, the 4Ps and market research.

      • Portakabin Logo

        Responding to an Emerging Market

        Edition 7: This case study looks at how the Portakabin operations exhibit the kind of good practice that the Construction Task Force wants to see the whole industry adopt. In particular, it demonstrates how Portakabin is 'ahead of the game' by being customer-led and responsive to the changing business environment.

      • Sky Logo

        Social marketing in the new millennium

        Edition 5: This case study examines Sky Television’s new youth initiative - 'Reach For The Sky' - and explains how a social marketing programme is important in the growth of a company’s brand.

      • Kent TEC Logo

        Achieving career results for young people

        Edition 4: This case study focuses on the way in which Kent TEC has created a clear marketing plan to meet its training targets for young people.

      • Amway Logo

        Reaching customers through direct selling

        Edition 2: This case study focuses on Amway and the success it has achieved using the oldest form of distribution - direct selling.

    • Marketing strategies in business

      • Enterprise Rent-A-Car Logo

        Marketing and product strategies for growth

        Edition 17: This case study illustrates how Enterprise Rent-A-Car has expanded its operations beyond its core business of car hire. The case study uses Ansoff's matrix to illustrate how it has developed its strategies to improve and grow the business, creating new products and extending its services into new markets.

      • Wilkinson Logo

        Marketing strategy for growth

        Edition 13: This case study focuses on how Wilkinson created and implemented a marketing strategy to grow the business, using the findings of its market research.

      • Intel Logo

        Identifying and creating new markets - a new strategy for a global leader

        Edition 11: This case study helps students understand how companies grow by creating new markets and products.

      • Vodafone Logo

        Cause Marketing - Vodafone's partnership with The National Autistic Society

        Edition 11: This case study helps students understand cause marketing and its role within marketing.

      • Portakabin Logo

        Developing products and services to meet market demand

        Edition 8: This case study examines how Portakabin has developed new products in response to growth in its existing markets. In particular, it focuses on Portakabin WardSpace accommodation: an efficient way of meeting increasingly demanding and highly specific requirements of the healthcare industry.

      • Amway Logo

        Developing competitive marketing strategies

        Edition 7: This case study illustrates how Amway, after analysing its business operations and performance, moved its business forward by choosing an appropriate marketing strategy.

      • BBC Radio 2 Logo

        Refocusing a product

        Edition 7: This case study concentrates on analysing how BBC Radio 2's remarkable turnround in fortunes was achieved.

      • Coca-Cola Great Britain Logo

        Within an arm's reach of desire

        Edition 5: This study examines how the Company's marketing strategy has enabled Coca-Cola to build a strong global presence across the world.

      • Samsung Logo

        Launching high-end technology products

        Edition 5: This case study examines how Samsung develops new high-tech products and brings them to the mass market on an international level.

      • Marks and Spencer Logo

        Building a business in Europe

        Edition 5: This case study focuses on one of Marks & Spencer’s current business objectives - to accelerate the growth of its international business. It examines how Marks & Spencer has increased the momentum of its European expansion and focuses on the opening of the first store in Germany.

      • United Biscuits Logo

        The repositioning of Hobnobs

        Edition 4: This case study examines the way in which McVitie's has recently repositioned Hobnobs to target them at a younger audience of 18-34 year olds, as well as maintaining its established audience of consumers who like to treat themselves to high quality biscuits.

      • Sky Logo

        Sky and the digital revolution

        Edition 4: This case study examines BSkyB's marketing activities taking place alongside the advent of digital television

      • Bernard Matthews Logo

        Creating a market

        Edition 3: This case study examines how Bernard Matthews Plc decided to consolidate within its present market and develop its product portfolio, specifically pre-packed sliced meats. This strategy of product development, it was hoped, would spread the product base and hopefully provide a more secure business.

      • Heinz Logo

        Building brand equity at Heinz

        Edition 2: This case study focuses on the way in which Heinz decided to alter the way in which it promoted its brands in order to be most effective in the market place in which it operates.

      • Reader's Digest Logo

        Direct marketing

        Edition 2: This case study focuses upon the growth and development of the bestselling consumer magazine title in the world, Reader’s Digest, a magazine which has developed in a unique way to become a publishing phenomenon which has set itself apart from other magazines.

      • Royal & Sunalliance Logo

        Partnership through sponsorship

        Edition 2: This case study looks at how the sponsorship of the activities of the National Trust has enabled Royal SunAlliance to put into practice the values and beliefs it supports to create a reputable partnership designed to provide a range benefits for many years to come.

      • Skoda Logo

        The rebirth of Skoda

        Edition 2: This case study looks at the turn-round in the fortunes of Skoda which has come about through investment in new technology, management training, product development and effective marketing.

      • Sky Logo

        Subscribing to broadcasting success

        Edition 2: This study shows how an innovative company, which has been instrumental in changing the lifestyles of many people, has engaged in a sophisticated marketing strategy, in order to maximise benefits to its customers.

      • Masterfoods Logo

        How Mars transformed the ice cream market

        Edition 1: This case study focuses on a particular sector of the ice cream market - impulse ice cream - and outlines some of the challenges Mars has faced in entering this market.

      • Coca-Cola Great Britain Logo
    • Place in business

      • Amway Logo

        Meeting customers' needs through the Internet

        Edition 9: As a result of carefully reading the Case Study, students should be able toidentify key elements involved in setting up a commercial website, explain how using electronic media helps organisations to meet customer needs, understand how the Internet can be used to support customers.

    • Price in business

      • Bryant Homes Logo

        Pricing the product

        Edition 4: This case study sets out to examine a key aspect of house pricing - how Bryant Homes, one of this country’s leading builders of houses, goes about pricing its new properties.

    • Product in business

      • Portakabin Logo

        Product development, innovation and the product life cycle

        Edition 18: The case study focuses on the processes involved in creating the Yorkon Building System and the role of marketing in launching the new product.

      • Beiersdorf Logo

        Growing a business by developing products and markets

        Edition 11: This case study helps students understand how developing products and markets influences business growth.

      • Coca-Cola Great Britain Logo

        Making the world's best known product

        Edition 6: This case study answers these questions by outlining the manufacturing processes for Coca-Cola - the most widely recognised global brand from London to Lagos, Los Angeles to Lahore. It is sold in more and more markets, creating thousands of new jobs in the local economies.

      • Bank of Scotland Logo

        Infinite affinity

        Edition 6: This case study shows how Bank of Scotland was looking to grow and strengthen its market position in England with an affinity credit card.

      • ADtranz Logo

        A classic solution

        Edition 4: This case study focuses on a transportation joint venture between Adtranz, a manufacturer of railway vehicles and equipment, and Angel Train Contracts, a rolling stock leasing company.

      • Cadbury Schweppes Logo

        Launching a new product into a developed market

        Edition 3: This case study focuses on the launch of Cadbury's Fuse. In the face of strong competition from well-known brands in an already busy market sector, the launch of Fuse represented a significant investment in a new brand.

      • Jefferson Smurfit Group Logo

        The making of a box

        Edition 3: This case study examines the means by which the Jefferson Smurfit Group’s basic product – the box – is designed and manufactured, considering the ways in which value is added at each step of the process, and how, with the central importance of recycling, the Group’s businesses are conducted in an environmentally responsible manner.

    • Product launch in business

      • Corus Logo

        Bringing an innovative product to market: Assure®

        Edition 10: As a result of carefully reading the Case Study, students should be able to: explain the innovative nature of Assure by Corus, outline the significance of testing in a research and development process, apply the Ansoff Matrix to Corus Colors development strategy.

      • Gillette Logo

        Developing new products

        Edition 10: As a result of carefully reading the Case Study, students should be able to: outline key stages in new product development, differentiate between qualitative and quantitative market research, explain the significance of market segments.

      • Masterfoods Logo

        Getting the right message across - the re-launch of Mars

        Edition 8: This case study explains the reasons why Masterfoods had to re-position the Mars bar. It also focuses on how it used public relations to gain the positive support of new and existing customers when it re-launched the Mars bar in March 2002.

      • Heinz Logo

        Re-launching a product

        Edition 6: This case examines how Heinz created a marketing campaign for its salad cream which focused on winning new customers and increasing demand within the salad cream sector as a whole.

      • Heinz Logo

        Developing a uniform global marketing presence

        Edition 5: The case study highlights the logic of operating globally and examines the 1999 Heinz Tomato Ketchup re-launch.

      • Patak's Logo

        Launching a new product range

        Edition 5: This case study examines how one of the country’s most innovative companies, Patak (Spices) Ltd, has identified a market opportunity and launched a new range of ‘curry bases’.

      • Amway Logo

        Successful products - successful solutions

        Edition 4: This case study focuses on the launch of a new cleaning product by Amway. It considers some of the processes which are essential to the successful launch of a product, such as the marketing strategy for the product, the product's positioning, the launch strategy and post-launch analysis.

      • Masterfoods Logo

        Growing a brand through portfolio management

        Edition 4: This case study examines how Pedigree Masterfoods relaunched the Dolmio brand to regain the initiative in the competitive market in which it operates.

      • Sainsbury's Bank Logo

        The launch of Sainsbury’s Bank

        Edition 4: This case study examines the development of Sainsbury’s Bank, which pioneered and developed the concept of supermarket banking in the UK.

      • UCI Cinemas Logo

        Launching a new cinema

        Edition 3: This case study focuses on the launch of one of these new generations of cinema at Blanchardstown, on the outskirts of Dublin.

      • Eagle Star Logo

        Creating a redical new pension

        Edition 3: This case study outlines why it is important to take out a pension and details the main types of pension which are available. It examines how Eagle Star has launched a radical new pension, specifically designed to meet consumer needs in today’s market place.

      • Boots Logo

        No 7 - the relaunch of a brand

        Edition 2: This case study focuses on the most recent relaunch of the Boots No 7 brand in 1995.

      • SmithKline Beecham Logo

        Re-generating a mature market

        Edition 2: This case highlights the way in which SmithKline Beecham relaunched their Dr.Best toothbrush to radically alter perceptions and buying patterns in the German toothbrush market.

      • Kodak Logo

        Building a photographic system around the user

        Edition 2: This case study shows how the world’s leading name in imaging researched and produced the photographic system that consumers asked for.

      • Waitrose Logo

        Partnership in action

        Edition 2: This case study highlights the importance of developing the value chain and ensuring the highest possible quality standards. It also demonstrates the way in which a market conscious organisation can lead the field by identifying the type of premium products which increasingly sophisticated consumers are requiring today.

    • Product life cycle in business

      • JD Sports Logo

        Balancing the product portfolio to satisfy customer demand

        Edition 18: This case study shows how JD balances its product portfolio to continually sell products that customers want to buy at prices they are prepared to pay.

      • asos.com Logo

        The product life cycle and online fashion

        Edition 14: This case study shows how ASOS.com uses the product life cycle to ensure its product portfolio continues to meet the needs of its customers and provide up-to-date fashions in the fast-moving online retail industry.

      • Kellogg's Logo

        Extending the product life cycle

        Edition 13: This case study shows how Kellogg recognised that the Nutri-Grain brand was losing market share. It used business tools to re-launch the brand and return it to growth in its market.

      • Hutchison 3G Logo

        Market leadership in the 3G market

        Edition 12: This case study shows how use of the product life cycle as part of a marketing strategy can lead to market leadership.

      • BIC Logo

        Linking promotional activity to the product life cycle

        Edition 10: As a result of carefully reading the Case Study, students should be able to: explain how and why companies extend their product range, show how promotional activity links to stages in the product life cycle, explain how BIC has sought to add value to its products.

      • United Biscuits Logo

        An enterprising approach to a marketing re-launch

        Edition 8: This case study focuses on one of the UK’s leading savoury snacks, Phileas Fogg. This case study analyses how United Biscuits reinvented Phileas Fogg in an attempt to retain its innovative culture and individuality within a much larger group.

      • Nestlé Logo

        Kit Kat: Revitalising a Brand Leader

        Edition 7: This case study provides a classic example of how to put new life into a favourite, leading brand: Kit Kat.

      • Amway Logo

        Maintaining The Competitiveness Of A Global Brand

        Edition 5: This case study examines this growth which has helped Amway to become one of the industry's market-leaders influenced by changing lifestyles, demographics and economic recession.

      • Nestlé Logo

        Long term maintenance of a classic brand name

        Edition 4: This case study focuses on the maintenance strategies Nestlé has used to sustain Kit Kat as a long term brand name and market leader for over sixty years.

      • Boots Logo

        Re-shaping a well-known brand

        Edition 4: This case study focuses on Boot’s 17 brand. It examines how Boots has re-positioned the brand to meet the changing needs of consumers in the youth market and used the re-positioning process to inject new life into the brand.

      • Nestlé Logo

        Injecting new life into the product life cycle

        Edition 2: This case study provides us with an interesting and exciting example of the way in which an innovative company can retain market leadership for its products through product development strategies.

    • Product portfolio in business

      • Portakabin Logo

        Achieving growth through product development

        Edition 16: This case study illustrates how Portakabin, a manufacturer of factory produced buildings, has developed a range of new products called Essential Business Solutions (EBS). The purpose of EBS was to develop products that more closely meet the needs of its customers.

    • Promotion in business

      • Hi-Tec Sports Logo

        Using promotion to position a brand

        Edition 16: This case study illustrates how Hi-Tec Sports developed a new approach to promoting its brand positioning and engaging with customers through a viral marketing campaign.

      • UNISON Logo

        Using promotion to campaign for public services

        Edition 16: This case study focuses on how UNISON has promoted its A Million Voices for Public Services campaign. It has used a range of methods and technologies designed to reach a variety of different audiences.

      • Red Bull Logo

        Engaging consumers through word of mouth marketing

        Edition 16: This case study illustrates how Red Bull, the manufacturer of the world's best selling energy drink, uses a range of innovative promotional techniques to improve the process of communication and drive consumer engagement and loyalty.

      • Portakabin Logo

        Promoting the brand

        Edition 13: This case study explores how Portakabin uses market analysis to identify customer requirements and promote its brand.

      • Connexions Card Logo

        Using promotional strategies to connect with stakeholders

        Edition 11: This case study helps students understand how organisations promote with customers and communicate with other stakeholders.

      • Kellogg's Logo

        Using promotion to boost sales and brand value

        Edition 11: This case study helps students understand how companies promote above and below the line.

      • Kraft Foods UK Logo

        The vital role of Sales at Kraft Foods UK

        Edition 11: This case study helps students understand how the scales and marketing functions work together.

      • Polestar Group Logo

        Strategy, competitive advantage and the promotional mix

        Edition 9: As a result of carefully reading the Case Study, students should be able to: understand what is meant by business to business activities, understand the difference between commodity and added value products/services, understand the link between mission, the market and strategy.

      • Vodafone Logo

        Superbrand sponsorship

        Edition 8: This case study looks at why sponsoring leaders is an important part of Vodafone’s corporate and marketing strategies. As a winner itself in its own line of business, Vodafone sees good sense in being associated with other winners, and being involved in activities that provide a ‘buzz’ and a sense of adventure.

      • Kellogg's Logo

        Revitalising a valued character

        Edition 7: Frosties is one of Kellogg's core products. With Frosties comes Tony the Tiger. This case study focuses on how and why Kellogg's recently decided to revitalise Tony.

      • Vodafone Logo

        The advantages of sponsorship

        Edition 7: This case study examines how two businesses that have global appeal are co-operating to achieve their shared visions for their companies and brands.

      • Jeyes Logo

        Using advertising to connect with consumers

        Edition 7: This case study concentrates on one of those brands, Bloo, in the UK market and shows how Jeyes has been successful in giving it new life.

      • Bryant Homes Logo

        Using IT in sales and marketing

        Edition 6: The case study examines some of the lessons that Bryant Homes has learned from its venture with the Internet to date.

      • Football Association Logo

        Building the future of English football

        Edition 6: This case study concentrates on how the F.A. raises revenue for investment through sponsorship.

      • Independent Insurance Logo

        Targeting sponsorship within a specialist market niche

        Edition 6: This case study focuses upon the way in which Independent Insurance has used sponsorship to create a key partnership with The Grosvenor House Art & Antiques Fair to enhance the Company’s reputation as an insurer of high value homes and their contents.

      • Umbro.com Logo

        Transforming the marketplace

        Edition 6: This case study focuses on the development of a sporting e-business called UMBRO.COM. It shows how it has created new business opportunities for the football specialist Umbro.

      • Travelodge Logo

        Improving a leading brand

        Edition 6: This case study outlines how Travelodge established itself as the leading brand in the budget hotel market and how it is embracing Internet technologies to create competitive advantage

      • Independent Insurance Logo

        The Absolute. Tour

        Edition 5: This case study shows how an organisation can develop a personal relationship with customers by focusing on their individual needs and then providing them with the ‘benefits’ that they are seeking.

      • Johnson&Johnson Logo

        The effectiveness of an advertising campaign

        Edition 5: This case study examines how J&J took an advertising campaign for the product Clean & Clear from the USA and transformed it to produce a positive effect in the UK market.

      • Skoda Logo

        The role of PR in changing perceptions

        Edition 4: This case study looks at how Skoda used PR to change consumer perceptions of the brand.

      • Nestlé Logo

        The power of love

        Edition 3: This case study charts the success of the Gold Blend television saga in achieving the marketing aim of making the product accessible to the majority of coffee buyers.

      • Royal & Sunalliance Logo

        Creating and managing a unique sponsorship

        Edition 3: This case study looks at sporting sponsorship, in particular, Royal & SunAlliance’s sponsorship of Tracy Edwards MBE and her crew as they pursue three yachting world records on board Royal & SunAlliance - a 92 foot catamaran.

      • Sky Logo

        Creating consumer demand for Sky TV through sports

        Edition 3: This case study focuses on how one market conscious organisation, BSkyB Ltd, provides over 300 hours of sport per week for millions of sports enthusiasts in this country. For many people, subscribing to Sky Sports, is their primary reason for buying into Sky TV.

      • Nationwide Logo

        Sponsoring the Nationwide Football League

        Edition 3: This case study examines how one organisation, Nationwide Building Society, has used sponsorship as a means of communicating more about the value of its customer proposition to consumers.

      • Coca-Cola Great Britain Logo

        Coca-Cola and sports - partnership through competition

        Edition 2: This case study shows how Coca-Cola and sports share a tradition of close association which dates back nearly a century.

    • Segmentation in business

      • NIVEA  Logo

        Segmentation

        Edition 11: This case study helps students understand how companies segment the market to meet consumers' needs.

      • BIC Logo

        Honour the past ... invent the future

        Edition 9: As a result of carefully reading the Case Study, students should be able to: understand the importance of customer focus, innovation and brand developmentexplain the link between rationalisation and economies of scale, explain the meaning and value of market segmentation.

      • United Airlines Logo

        Using global segmentation to grow a business

        Edition 8: This case study focuses upon how United Airlines uses customers’ motivations for different types of services to segment the market and improve its competitiveness. By offering a range of customer-focused products and services, it has become an industry innovator.

      • Australia Logo

        Targeting a market segment

        Edition 7: This case study focuses upon the strategies used by the Australian Tourist Commission to win over segments of tourism and travel business. In particular, it looks at how the ATC has developed a strategy for attracting young travellers to Australia.

      • Amway Logo

        Focusing a brand product range

        Edition 6: This case study looks at how Amway has invested in research and development to create one of its most successful lines - hair care products.

    • Swot in business

      • Hewden Logo

        Securing a market leading future through SWOT analysis

        Edition 18: This case study looks at a SWOT analysis of Hewden’s operations to demonstrate how its findings inform its future strategies.

      • IKEA Logo

        SWOT analysis and sustainable business planning

        Edition 14: This case study will show why IKEA believes a strong environmental stance is good business practice.

      • Skoda Logo

        SWOT analysis in action

        Edition 13: The case study shows how Škoda UK transformed its brand image and built its competitive edge using SWOT analysis.

      • Abbey Logo

        Customer-led innovation in a competitive market

        Edition 9: As a result of carefully reading the Case Study, students should be able toexplain the difference between a product-led and a customer-led approach to business, explain the importance of ongoing market research for identifying customer requirements and thereby enabling an organisation to deliver consumer focused benefits, give examples of ways in which Abbey has simplified its communications with customers.

      • Legal Services Commission Logo

        Managing change: a new approach to legal services

        Edition 9: As a result of carefully reading the Case Study, students should be able to: explain the basic SWOT components involved at the time of establishing the PDS, outline key strategic elements of the PDS launch: location, customer service, recruitment, IT, and quality. distinguish between criminal law and civil law.

      • Arlington Logo

        Changing the views of business

        Edition 4: This case study outlines the need for organisations to develop strategies which respond to changes in the external environment, not only to become successful, but to remain so.

What does ‘Marketing’ cover?

Marketing case studies explain the purpose of the marketing function and the process of marketing planning.

Case study topics covered include:

  • The role of market research in analysing customer requirements
  • SWOT analysis to map strengths, take advantage of opportunities or counter threats
  • Setting marketing objectives - product- versus market-orientation
  • Achieving balance in the marketing mix (product, price, place, promotion) to help achieve competitive advantage
  • Which marketing strategies (Ansoff's matrix - market penetration, market development, product development, diversification) should a business choose to fit different needs
  • The strategies for marketing products at different stages of the product lifecycle.

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