1.What is a destination brand?

Why is it important for 7-Eleven Australia to have a

destination brand such as Slurpee?

2. Explain the meaning of market research. Why is market research important for a
business such as 7-Eleven Australia?

3. Use examples from the case study to illustrate the difference between quantitative
and qualitative market research.

4. Describe some of the key points of information that emerged from the qualitative
market research undertaken by 7-Eleven Australia.

5. Describe some of the key points of information that emerged from the quantitative
market research undertaken by 7-Eleven Australia.

6. What is a brand value? Summarise the brand values represented by Slurpee.

7. Describe the characteristics of Slurpee’s target market. Why do you think that this
demographic is often labelled as a ‘difficult’ group to market to?

8. Suggest some marketing strategies that might help target Slurpee’s traditional
demographic.

9. Outline the key changes that were introduced as part of the Slurpee revitalisation
program.

10. Evaluate the success of the Slurpee revitalisation program by using key examples
and evidence.