Segmentation , Targeting And Positioning Research Articles

Proposed Marketing Strategy to Increase Sales of SAMI RAOS

Ready-to-cook food has become more popular since post-pandemic. Remote work and government regulations to avoid crowds have shaped mealtime routines, making convenience a priority. Ready-to-cook foods are in demand because people want quick, easy meals without disrupting their work schedules. This shift in consumer behaviour favours the ready-to-cook food industry because consumers want fast, convenient meals. Given the ready-to-cook industry’s remarkable progress and resilience in difficult pandemic circumstances, MSMEs are competing to produce products with diverse culinary options to gain an edge in the market. The ready-to-cook food industry offers international, traditional, and health-focused options. SAMI RAOS is a MSME that sells a variety of ready-to-cook foods. The company has been recognized for preserving and promoting Indonesian and Sundanese cuisine, such as baso aci, cuankie, and mie yamin in ready-to-cook form. The objective of this study is to identify the determinants that impact and improve the sales of SAMI RAOS products. This study employed quantitative methods, including consumer analysis, with a sample size of 227 individuals. The questionnaires were distributed online and utilised the Likert scale for measurement. The author employed both internal and external analysis techniques to conduct a comprehensive descriptive analysis of the company. The research employed internal analysis techniques such as Marketing Mix, STP (Segmentation, Targeting, and Positioning), Value Chain Analysis, and VRIO Analysis. The research incorporated various external analysis techniques, including PESTEL analysis, Porter’s Five Forces analysis, competitor analysis, and customer analysis. The data obtained from these analyses will be used to generate a SWOT and TOWS analysis, which will serve as the basis for developing a business solution and implementation plan. According to the research findings, SAMI RAOS needs to make various improvements to its promotional activities and revamp certain management activities in order to strengthen its position in the market, optimize company resources and capabilities, and mitigate external risks.

Strategi Pemasaran Team Betta Concept Dalam Penjualan Ikan Hias Melalui Platform Media Sosial Tiktok

This research discusses the marketing strategies adopted by Team Betta Concept in selling ornamental fish, especially betta fish, through the social media platform TikTok. With the development of technology and the popularity of social media, the utilization of platforms like TikTok as a marketing channel has become an attractive trend for businesses in the ornamental fish industry.The research utilizes a qualitative approach with in-depth interviews and content analysis as data collection methods. Through in-depth interviews with members of Team Betta Concept involved in the management and marketing of ornamental fish through TikTok, as well as the analysis of content uploaded on their TikTok accounts, this research identifies and analyzes the marketing strategies implemented by Team Betta Concept.The results of the research show that Team Betta Concept successfully implemented effective marketing strategies in selling ornamental fish through the TikTok platform. These marketing strategies include visually appealing and entertaining content, audience segmentation based on interests and behaviors, and brand positioning highlighting the uniqueness of the betta fish products they offer. In conclusion, this research states that the implementation of Team Betta Concept's marketing strategies in selling ornamental fish through the TikTok social media platform has successfully increased the popularity and attractiveness of their brand. Through an integrated STP (Segmentation, Targeting, and Positioning), Team Betta Concept achieved success in marketing ornamental fish and strengthened their position in the betta fish market. This research provides valuable insights for businesses in the ornamental fish industry and similar industries to understand the marketing potential of TikTok and to adopt more effective marketing strategies in this ever-evolving digital era.

Ecoploring the green gems

Supplementary materials Services Marketing: People Technology Strategy (Eighth Edition) By Pearson, Authored by Wirtz Jochen, Lovelock Christopher, Chatterjee Jayanta, 2017; Service-Marketing: Text and Cases (Second Edition) By Pearson, Authored by Harsh Verma, 2011. Social implications Students will gain an understanding of business models, which has a positive impact on the environment. Learning outcomes This case study intends to help learners understand the concept of segmentation, targeting and positioning (STP) in the case of services. The idea of services is different from that of a product as in services; intangible elements dominate the value creation. By exploring the practical scenarios faced by the protagonist, in this case, readers would enhance their problem-solving abilities in similar situations. Case overview/synopsis Prerna is the founder of Ecoplore, an aggregator cum booking platform for eco-hotels. It onboards hotels only if they are made up of vernacular architecture and maintains at least 33% of greenery on its premises. Listed properties also harvested rainwater, used renewable source of energy, used sustainable options instead of single use plastic, composted organic waste. Most of these properties grow vegetables, fruits and herbs, and the visitors enjoy homemade organic meals. Ecoplore is the only aggregator platform to visit and verify these eco-hotels directly. Ecoplore is an early-stage startup; all customer queries were handled by Prerna, on-call or through a chat box. It included interacting with prospective clients, understanding their requirements, suggesting the most suited options and booking the eco-hotels. Prerna had to spend most of the time interacting with clients. Over time, she comprehended that only a few prospective clients became Ecoplore’s customers, and the conversion rate was low of owing to various reasons like ticket size, clients' age and psychology. Complexity academic level For students: This case is aptly designed for marketing students pursuing Bachelor’s in Business Administration and Master of Business Administration courses to understand and apply STP theory and service marketing concepts. Subject code CCS 3: Entrepreneurship.

PENGARUH SEGMENTASI, TARGETING DAN POSITIONING (STP) TERHADAP KEPUTUSAN PEMBELIAN PADA KM WARMINDO

This study aims: (1) To determine the effect of segmentation, targeting and positioning (STP) on purchasing decisions at KM warmindo. (2) To determine the effect of segmentation on purchasing decisions at KM warmindo. (3) To determine the effect of targeting on purchasing decisions at KM warmindo. (4) To determine the effect of positioning on purchasing decisions at KM warmindo. The population in this study is all customers of KM Warmindo whose number is unknown (unknown population). The sample in this study amounted to 96 respondents with the determination of the sample referring to the statement of Hair et al. The data collection method in this study used multiple linear regression analysis. The research results show that: (1) Segmentation, targeting and positioning (STP) have a positive and significant effect on purchasing decisions. (2) Segmentation has a positive and significant effect on purchasing decisions. (3) Targeting has a positive and significant effect on purchasing decisions. (4) Positioning has a positive and significant effect on purchasing decisions.

Analysis of Segmentation, Targeting, and Positioning (STP) Determination on Sales Volume at Cafe Teras Empang Parepare City

This study aims to assess and analyze whether the STP (Segmentation, Targeting, and Positioning) marketing strategy on the sales volume that has been implemented by Cafe Teras Empang in Parepare City has reached approximately one year (2021-2022). This type of research is descriptive quantitative. The population in this study were all employees of Cafe Teras Empang while the sample of this study were all 36 employees of Cafe Teras Empang as respondents using saturated sampling, which is a sampling technique when all members of the population are used as samples. The data collection techniques were carried out by means of questionnaires conducting interviews and questionnaires. While the data analysis technique used is to use Multiple Linear Regression Analysis using two statistical test methods, namely Simultaneous Test (Test f). Based on the results of research with statistical data analysis, the indicators in this study are valid and the variables are reliable. In the classical assumption test, it is proven that all indicators are normally distributed and there is a significant linear relationship between each independent variable and the dependent variable, for influence Segmentation, Targeting, and Positioning all have a positive direction and are not significant in their influence on the sales volume at Cafe Teras Empang in Parepare City.

“Tis the season to…” segment the market

Research methodology This compact case study was developed from secondary sources readily available in the public domain. These included company websites, videos, social media and news articles. Case overview/synopsis Hallmark had a strong history of supporting diversity, equity and inclusion (DEI) initiatives. During the 2019 holiday season, Hallmark Channel was suddenly caught in the middle of a Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) ad controversy that attracted media attention. Critics of the ad claimed it went too far and was “inappropriate” to air. LGBTQ advocacy groups quickly rebuked that argument. Ultimately, the media frenzy was short-lived and Hallmark Channel continued to dominate the holiday programming landscape. This case evaluates the marketing aspects of the dilemma including customer segmentation, targeting and positioning (STP) strategy issues. Culture and industry analysis is also provided as a way for the reader to understand the complexity associated with marketing strategy. One underlying question is what role does STP play in understanding how to develop marketing strategies that build customer loyalty and help organizations compete in the marketplace? Complexity academic level This case should be used in marketing and management classes at the undergraduate level. Applicable concepts include segmentation, targeting, positioning, advertising, brand strategy and DEI issues. This case could also be taught in a DEI course or a segmentation special topics class that discusses the differences between customer groups.

EnoLight Ltd: a classic entrepreneurship challenge

Research methodology One of the case writers worked as a student in the summer of 2018 in EnoLight, which provided the inspiration for the case. The first author is not tied to the company and provides an unbiased perspective. The information presented in the case and the quotes were sourced from an interview with Farzad Moghiman in the Fall of 2018, email and phone follow-up with him, and information the second author remembered from his time at EnoLight, which was approved later by Farzad. Supplementary information was obtained from online sources, as cited in the case. Case overview/synopsis Farzad Moghiman, president of EnoLight, has a vision to revolutionize the use of light and bring it to the forefront of artistic designs. The company was founded in late 2016. Over a year was spent developing the business plan, finding additional partners, establishing the company as a limited partnership, finding and negotiating with suppliers and beta-testing its products. It is now time for Farzad to start selling as his funds, which were his lifetime savings, is running out. He knew the first decision to make was the target market. Identifying the first segment to target would help him select the distribution channel and other marketing plan elements. Complexity academic level The main objective of this case is to segment the market and identify the most attractive segment to target. This case offers an opportunity for students to segment both consumer and business markets and experience the significant impact of selecting the target market on other marketing mix elements. Furthermore, students are exposed to the difficulties of a start-up environment, resource constraints and a lack of market credibility – bearing these factors in mind while generating realistic alternatives. This case can be used in an introductory marketing course. Learning objectives 1. Apply segmentation variables to segment both business and consumer markets and understand how segmentation and targeting impact other marketing decisions.2. Evaluate different customer segments to select the target market.3. Develop the best positioning strategy for a new startup company.4. Recommend an segmentation, targeting and positioning (STP) plan that meets the company’s financial objective.

Influence of Marketing Strategy on Church Sustainability: The Anglican Church of Kenya

The Anglican Church of Kenya (ACK) is the oldest church in Kenya and the largest protestant denomination in the country. Since religions were liberalized after the attainment of political independence in AD 1964, the church has experienced declining congregations due to the registration of new denominations, especially the Pentecostal ones. The decline has been noticeable from the beginning of the 21st Century but there are no reports of strategies to resolve the phenomenon. Since congregation members are the customers for a church, the declining phenomenon indicates a marketing problem that requires a marketing strategy. This research investigated how the ACK is operationalizing a marketing strategy and its influence on its sustainability. The ACK operates on standardized structures and a diocese is the highest independent unit. This research was conducted in the diocese of Kirinyaga as the unit of analysis with Wanguru Archdeaconry as the unit of observation. The independent variables were the elements of the marketing mix, namely Product, Promotion, Position and Price strategies while the dependent variable was the church sustainability. Data collection involved 308 participants drawn from the 19 parishes in the Wanguru archdeaconry and included the church leadership and the congregation members. The research instruments were a semi-structured questionnaire and interviews. For the Product variable, the research applied the Maslow Hierarchy of needs theory while for the promotion variable, it was the AIDA Model (Attention, Interest, Desire and Action). For the positioning strategy, the Segmentation, Targeting and Positioning (STP) Model was applied while the Value-Based Pricing theory was used for the price strategy. For church sustainability, the research applied the Triple Bottom Line model. Data analysis was conducted using Structural Package for Social Sciences (SPSS). The results indicated that the ACK has not operationalized an effective marketing strategy for while the Gospel as the marketing product of the church was highly rated, there were low scores for Promotion, Position and Price strategies.

Analysis of Segmentation, Targeting and Positioning Strategies in Fraud Risk and Their Impact on Organizational Potential Consequences in Achieving Organizational Goals

Data compiled by Indonesian Corruption Watch shows that during 2016, there were 482 corruption cases with a total state loss of IDR 1.47 trillion (Indonesian Corruption Watch 2017). International Transparency in a 2016 survey showed Indonesia ranked 90th out of 176 countries measured by the level of corruption with a score of 37 (Transparency International 2016). Reform in the field of state finances has been implemented through a package of laws consisting of UUD No. 17 of 2003 concerning State Finance, UUD no. 1 of 2004 concerning the State Treasury and UUD no. 15 of 2004 concerning Examination of State Financial Management and Responsibility. The implementation of the Segmentation, Targeting and Positioning (STP) strategy can be used as a "lubricant" and an exit strategy in mitigating and preventing the occurrence of fraud risk. more optimal.

Pemantapan Strategi Pemasaran Pada Pelaku UMKM di Kecamatan Sidayu Kabupaten Gresik

Sidayu is a sub-district in the Gresik district which is located on the north coast of the island of Java. Its strategic location makes the potential for entrepreneurship even greater. Many micro, small and medium enterprises (MSMEs) are growing, ranging from food, beverages, crafts, to clothing. In order to protect the MSME actors, the Sidayu MSME Association was established, which is abbreviated as ASUMSI. Many trainings have been provided to support the smooth running of ASUMSI members' businesses, one of which is training on marketing. However, based on the results of interviews with several members of ASUMSI, it was found that there are still many businesses that are underdeveloped, mainly due to limitations in marketing products which are only limited to local areas. The purpose of this service activity is to provide stabilization for MSMEs in Sidayu District regarding what marketing strategies should be taken so that the business that is run can continue and develop. The activity was carried out at the Polindes Telaga Rambit Village, Purwodadi, Sidayu, on March 20, 2022 attended by ASUMSI members. The method used is counceling. During their activities, business actors are given exposure to material related to the STP (Segmentation, Targeting, and Positioning) concept, then assisted to conduct an analysis of Strength, Weakness, Opportunity and Threat (SWOT) in determining marketing strategy by incorporating the concept of the 4P strategy mix mix (Product, Price, Place, and Promotion). The results of this activity can be seen directly in the discussion session that participants feel they have learned new knowledge that is ready to be applied after returning from the event

Customer segmentation using k-means clustering for developing sustainable marketing strategies

Sales and marketing is the indispensable department of an organization which leads to the generation of revenue and building customer relationship. Marketing is the process of finding the potential customers and sales is the process of converting those potential customers into real customers. Hence, it is imperative that marketing and sales go hand in hand. Developing marketing strategies needs proper market research which can cover the relevant pointers like demographics, culture, spending power, income and many more. The process of segmentation, targeting and positioning (STP) is carried out to develop marketing and sales strategies. STP is done by collection of the marketing intelligence. For this process, surveys are also used but data mining has far more effective and better results so far. Organizations tend to take risk because of the importance and relevance of the marketing and sales department. Most of the budget in the organizations is allocated for marketing and promotional activities. For making data-driven and accurate decisions, data mining is used in various fields to extract valuable information and patterns. This paper discusses the use of the data mining concept on marketing. This paper aims to analyze marketing data with k-means data mining clustering techniques and to find the relationship between marketing and k-means data mining clustering techniques.

Analisis Faktor yang Mempengaruhi Minat Nasabah Memilih Produk Tabungan Wakaf di Bank CIMB Niaga Syariah Cabang Samarinda

This type of research is a field research that is a study conducted systematically by raising the data in the field. The purpose of this study is to determine the Marketing Strategy and the factors that influence the customer's interest in choosing a waqf savings product and its mechanism and process at the Samarinda Branch of CIMB Niaga Syariah Bank for consideration in decision making. The nature of this research is descriptive qualitative. The study used observation, interview and documentation techniques with several key customers of waqf savings and related bank management / parties. The research uses factor analysis of Miles and Hubberman analysis techniques and triangulation. The results showed that the marketing strategy undertaken by Bank CIMB Niaga Syariah Samarinda Branch used STP (Segmentation, targeting, and Positioning). Segmentation is to divide customers based on social strata class, income level and occupation, positioning which offers sharia values through waqf savings products as one of the superior products that is unique, superior and provides benefits for customers and recipients of waqf.

ANALISIS IMPLEMENTASI SEGMENTING, TARGETING DAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI ABG SIDOARJO

The discussion that becomes the background in this research is the development of the culinary business that is increasingly rapidly increasing so that business competition is increasing, so the right marketing strategy is needed. In order for culinary businesses to achieve the expected sales targets, companies must pay attention to strategies that influence purchasing decisions, including the right STP (segmentation, targeting, and positioning) strategy in order to win the competition in the market. This research is a quantitative research method with causality research techniques. The independent variables of this study are segmenting (X1), targeting (X2), positioning (X3) with the dependent variable is purchasing decisions (Y). The population in this study are all consumers who make purchases at Kedai ABG. The sample used in this study were 50 respondents. The sampling technique used is non-probability sampling with incidental sampling method. The data collection instrument used was a questionnaire. The analysis technique used is multiple linear regression analysis and hypothesis testing using SPSS software for windows. The main results of this study are (1) segmentation has a positive effect and has a significant influence on purchasing decisions, (2) targeting has a positive effect and has a significant influence on purchasing decisions, (3) positioning has a negative effect and has no significant effect on purchasing decisions, (4) segmenting, targeting and positioning together (simultaneously) have a significant effect on purchasing decisions.

Halal marketing: a marketing strategy perspective

PurposeThe purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP).Design/methodology/approachA literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications.FindingsThe findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy.Research limitations/implicationsThe paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments.Originality/valueThe paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.

Using segmentation to compete in the age of the sharing economy: Testing a core-periphery framework

Airbnb has emerged as a credible competitive threat to the hotel industry. Consequently, hotel brands are having to rethink the experiences they provide to customer in an increasingly competitive environment. Despite these trends in the industry, experience-related research that examines and informs these developments remains under-represented in the hospitality and tourism literature. The present study offers a systematic approach to examine the potential differences in experiential consumption in the accommodations industry. Using a multiple-group analysis approach, it examines the moderating effects of individual characteristics and situational factors on the nature and dynamics of experiential consumption in the accommodations industry. The findings of the study culminate in the core-periphery framework of the hospitality consumption experience that can provide a relevant theoretical lens for future research into the different sectors and types of experiences within the hospitality and tourism industry. The study also outlines important implications for the hotel industry’s strategic experience design initiatives, from the standpoint of product development, the segmentation, targeting and positioning (STP) process, and marketing communications.

Behavioural Aspects Influencing Decision to Purchase Apparels amongst Young Indian Consumers

The study of consumer buying behaviour is essential for marketers to understand the key elements such as what is purchased, from where it is purchased, the quantity of purchase, how much money is spent and other related variables affecting buying behaviour. The purpose of this article is to assess the consumer buying behaviour for apparels. The study makes substantial effort to recognize the variables which affect decision of apparel purchase among youth. Theoretical foundation of the study is based on secondary sources such as research papers, articles, magazines and articles on consumer buying behaviour. Confirmatory factor analysis (CFA) is performed to extract factors which affect consumer buying behaviour and subsequently purchase decision. Total 6 factors were extracted with 20 prominent indicators. CFA confirms that all the obtained values of the indicators are model fit and comply with the standardized criteria. The findings show that consumer buying behaviour in apparel such as purchase frequency, average spending, preferred store type and preferred brand mostly depends on various demographic variables. Hence, the study validates the significance of segmentation, targeting and positioning (STP) for marketers of apparel. The present article reveals that all types of domestic and worldwide brands are available in Indian market and are purchased by consumers as long as those are perceived to deliver value to consumers. The study recommends that marketers must segment the market and target those segments which can be served expeditiously. Marketers must target a particular segment of consumers for which they can offer better value. The findings and recommendations of the study might be useful for academicians, policymakers, entrepreneurs and managers of apparel industry to understand industry trends and formulate appropriate strategies.

STRATEGI PEMASARAN WAYANG KAMPUNG SEBELAH

Wayang Kampung Sebelah (WKS) is one of the phenomenal new genre shadow puppet art show group in today's society and was favored by many people. Their performance in its innovation and creativity of the puppet art show implicates on the marketing methods developed, which results to attracting public attention to the work. The purpose of this study is to determine why WKS was favored among audiences, the marketing methods used and challenges faced in making innovations in a puppet show by WKS. The theory underlying this study refers to the concept of segmentation covering segmentation, targeting and positioning (STP). The study used qualitative research methods. Data analysis was performed based on the theory of marketing strategy with case study approach using a single instrument type with three interviewees. The results showed that the ability of the WKS puppeteer in storytelling and communicating with the audience was a skill difficult to imitate as it was a talent possessed by someone individually thus to attract the audience dissolved in the story told. WKS marketing strategy on the segmentation stage was done using the geographical segmentation by promoting the performance on village societies, which in its development all ages and education eventually become audiences of the group's performances. At the targeting stage, WKS do not choose specifically which consumers is targeted in marketing because the guidelines that are held by WKS, which is that the puppet show should be able to be enjoyed by all people. While on positioning stage, WKS has successfully positioned itself as a puppet group with a unique and hard to imitate style although the idea of the show refers to the style of many traditional puppet show that had long been abandoned. WKS implemented four price levels in the effort to market their work which were as follows: the village attack, subsidized performance attack, public commercial and the professionals commercial. Challenges in creating works comes a lot more from internal factors, which is maintaining the creation spirit of the group, while from external factors there are no significant obstacles but requires a long enough time for WKS to be accepted by the intellectuals (academic society).

Bases of Market Segmentation Success: A Marketing Decision Makers’ Perspective

Market segmentation is an important instrument in strategic marketing and regarded as a key element of marketing strategy (Palmer & Millier, 2004; Hooley, Piercy & Nicoulaud 2012). It is viewed as a basis for superior financial performance (Cravens & Piercy, 2013). In marketing literature, it is often also referred to as marketings Segmentation, Targeting and Positioning (STP) process. For a while now, there is criticism against market segmentations usefulness to marketing practitioners by marketing academics. For instance, Foedermayr and Diamantopoulos’ (2008) analysis of market segmentation practices indicated a need for market segmentation research that could be generalized with more confidence. Their literature review revealed that most segmentation research deals with how it should be done and not with how it is actually done. Reibstein, Day and Wind, (2009) asserted that marketing academics neglect to develop applicable models for critical and strategic marketing issues have created a vacuum between academics and their marketing counterparts in practice. In a sense it also marginalized marketing as a discipline that should add value to executives who are looking for solutions to the problems they face in a fast changing market space. After his research Quinn (2009) concluded that there is little practical advice in marketing literature for marketers on how to choose variables, identify segments, controlling performance in segments or how to follow a process in doing all this. The research was based on segmentation practices from apparel retail managers in the United Kingdom. Lastly, Harrison and Kjellberg (2010) concluded that there could be other ways to segment markets than what the segmentation process literature suggests. While marketing theory suggests that market segmentation is a determinant of marketing success, it is not clear to what extent marketing decision makers share this sentiment. The most pertinent finding of the review in this paper is that there is no uniform way of market segmentation that can be used by marketers. Marketing academics have, for some time now, urged their colleagues to come up with research that will be useful for marketing practitioners.

Influence of Social Reference Group on Buying Behavior, a Comparative Study of Working and Non Working Women in Bangalore-A Pilot Study Analysis

Reference Group Construct: The various types of reference group include primary groups, secondary groups, formal groups, informal groups, membership, aspirational groups and the different types of influences which affect consumer decisions include Normative influence, Value-expressive influence and Informational influence 2 . Identification of Problem: Due to the new developments and the changing scenario of Liberalization, Privatization and Globalization, there has been a huge shift in the earnings of women and hence reference groups to a greater extent help in their consuming behaviors 14 . The research paper would study the working women segment viz-a-viz non-working women and analyze the influence of reference groups on their buying behavior with reference to the three types of influence. Methodology: As this study is an exploratory study, a pilot study of 50 sample each for working women and housewives would be administered using convenience and judgment method. The data would be collected through a structured questionnaire involving statistical techniques like Anova and t- test. Importance of the Study: 1. Contribution to the body of knowledge utility to academicians a. The findings of the study will help to understand consumer behavior b. The comparison between the two segments with respect to the influence of reference groups may result in developing new models of consumer behavior 2 . Utility to Practitioners a. Identification of new segments to market their products b. Better understanding of these segments will result in better STP (segmentation, targeting and positioning) Conclusion: Today the female market as a topic is discussed the world over. A global study in 2009 by BCG (Boston Consulting group Matrix) indicates women control $12 trillion in global spending. The 12000 women BCG interviewed provide the following information - on their spending and saving preferences, their work and home habits, their buying behavior. The consumer- economy seems to be female, the business-world seems to be male, and therein lays the dichotomy.

Should “Tbgo” be dropped from UCF's product portfolio?

Subject area Business administration, brand management, marketing management, international marketing, strategic marketing. Study level/applicability This case is suitable for MBA students with exposure to marketing strategy and basic marketing. It may also be useful for junior and middle level marketing professionals during their training programs. This case-study may find its application while teaching strategic marketing, marketing management, international marketing and pharmaceutical management. Case overview Unicare Formulations was a reputable pharmaceutical company in India. It started small and with the growth of the industry it could capture significant market share in it chosen segments. It introduced brands in small and niche areas with low innovation and where bigger companies showed little interest. It also infused new blood through outside talent. It brought newer brands to its brand portfolio. A relatively new but promising brand – Tbgo – was struggling. Its marketing head was confused whether to continue with the brand. He needs advice based on management principles. Expected learning outcomes After covering this case study, a student should be able to: use SWOT and environmental analyses to solve complex business problems; explain segmentation, targeting and positioning (STP) and shall be able to use those for preparing marketing strategy; use 4Ps in different combinations in planning brand strategies; use Ansoff's model (product-market grid); use Porter's generic strategy to analyze brand performance and to take appropriate action for brand revival; and internalize the intricacies of brand-building and their impacts on the business performance of a firm. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.