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Velveeta is staging a comeback

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In 2020, something incredible happened in the dairy aisle: Velveeta started flying off the shelves. 

Click here to read the story at cnn.com.

Discussion Questions:

  1. What is the product life cycle?
  2. What are the different stages of the product life cycle?
  3. Why do you think Velveeta fell out of favor with consumers?
  4. How did consumer behavior change during the pandemic?
  5. How did Velveeta benefit from that shift in consumer behavior?
  6. What is a brand?
  7. What is brand perception?
  8. What is positioning?
  9. How do you think Velveeta positioned its product?
  10. Was that positioning strategy successful? Why or why not?
  11. Velveeta’s marketing has evolved over the years. Based on information from this story, how has it evolved?
  12. What is a marketing stunt?
  13. According to this story, why did Velveeta shift a marketing strategy away from traditional advertising to more marketing stunts?
  14. What stage of the product life cycle do you think best describes Velveeta’s current position? Why?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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