I - Video Case- Smashburger
Questions for Discussion-
1. Discuss the three major pricing strategies it relation to Smash-burger. Which of these three do you think is the company's core strategic strategy?
2. What effect does Smashburgers premium price have on consumer perceptions? Haw did a restaurant with a premium-priced product and Mile track record take off during a recession?
3. Is Smashburger's success based on novelty alone or will It continue to succeed?
II - Company Case - Burt's Bees: Willfully Overprices
Questions for Discussion-
1. Does Burt's Base's pricing strategy truly differentiate it from the competition?
2. Has Burrs Bees executed value-based pricing cost-based pricing, or competition-based pricing? Explain.
3. Discuss how Burt's Bees has Implemented product mix pricing marketer had it employed a low-price strategy? Explain.
4. Could Burt's Bees have been successful as a natural product marketer had it employed a low-price strategy? Explain.
5. Is Burt's Bees's pricing strategy sustainable? Explain.
III- Company Case- Zipcar: It's Not about Cars0 It's about Urban Life
Questions for Discussion-
1. Evaluate Zipcar based on benefit-oriented positioning.
2. Describe the beliefs and values associated with Zipcar's brand image.
3. Compare positioning based on benefits to positioning based on beliefs and values. Which is stronger?
4. Based on what you know about the Zipcar brand, how will the company perform In the Mire relative to bigger, more experienced competitors?
IV- Video Case- Zappos
Questions for Discussion-
1. Describe Zappos' market offering.
2. What is Zappos' value proposition? HOW does it relate to its market offering?
3. How does Zappos build long-term customer n3tationships?
V- Company Case- In-N-Our Burger: Customer Value the Old-Fashioned Way
Questions for Discussion-
1. Describe In-N-Out in terms of the value it provides for customers.
2. Evaluate In-N-Out performance relative to customer expectations. What is the outcome 01 this process?
3. Do you think In-N-Out should adopt a high-growth strategy? Why or why not?
4. With so many customers drown in to In-N-Ours "no-change" philosophy, why don't more burger chains follow sort?