One way to introduce this topic might be to use examples of other well-known brands that have undergone a brand revitalisation or repositioning. You might bring in packaging, prepare a multimedia presentation or access online sources to show appropriate branding.
You could use the basic information available on their website and elsewhere on the internet to discuss these points of interest with students. You might want to have students research these issues and then report back to the class.
- Year established
- Number of sites
- Global revenue/profit/employees if available
- Reach and number of sales outlets
- Industry of operation
- Comparison to competitors
- History of the Steggles brand
- Sales information for Steggles products
The Baiada website is very no-frills, whereas the Steggles website contains much more information and is a ‘slicker’ online tool. Have students discuss and evaluate Baiada’s and the Steggles brand’s online presence. The TV commercials referenced in the case study can be viewed on the Steggles website.
Steggles is a family brand so aim in this case study to use the students’ own experiences of Steggles product as an illustration for the brand’s marketing program. Ask them if they agree with surrounding brand values, positioning and so on.
Make sure to keep students focused on the aspects of commercial marketing so that they think like business people rather than consumers