FREE LESSON PLAN
Savannah Bananas: Category Creation
They didn’t fix baseball. They built a new category.
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Marketing strategy students can see happening in the real world.
Strategy is easier to discuss when the tradeoffs are visible. These cases help students examine category choices, differentiation, customer experience, growth, and what brands choose not to do.
Competitive strategyCategory creationDifferentiationSTPPositioningCustomer experienceJobs to Be DoneBlue Ocean StrategyGrowthStrategic tradeoffs
TEACHING KITS
Start with a case that fits your next class.
TEACHING KIT
No Screenshots: The Rise and Fall of Quibi
Explore why a high-profile streaming launch missed the way people wanted to watch.
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TEACHING KIT
The Rise and Fall of Toys R Us
Trace how a familiar retail giant lost ground as shopping changed.
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TEACHING KIT
The Evil Empire: Ticketmaster
Use ticket fees to discuss perceived value and customer trust.
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TEACHING KIT
Something to Hold: Liquid Death
See how an unconventional voice reframed a familiar beverage category.
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TEACHING KIT
Taylor Swift: Red: Crossing Categories, Keeping the Core
Explore how a brand can enter new categories while keeping its core audience.
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