Gainomax

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Umeå School of Business and Economics
International Business Administration A, Module 2
Marketing, Fall 2012
Galina Biedenbach
Zeinab Rezvani

GAINOMAX

Case report

TEAM 3B

Agreement
By my signature below I verify that this paper is in accordance with the rules and regulations for preparing reports and correctly citing literature and other materials (such as web pages, course textbooks, etc.). I have read and understood the policy for dealing with suspicions of attempts to deceive posted at the following web page: http://www.usbe.umu.se/english/dept/fek/for-our-students/theses/policy-for-dealing-with-suspicions-of-attempts-to-deceive/

I am also hereby aware of the fact that the lecturers are required to report any attempt to deceive at examination to the disciplinary board at Umeå University. A guilty charge in this board can lead to suspension from further studies at the university level.

Please add signatures of all group members and write your first and last names below.

First name, Last name

Caroline, Jonsson
……………………………………………………………………………………………… Emma, McErlean
……………………………………………………………………………………………… Jennifer, Fabrello
……………………………………………………………………………………………… Karl, Gårlin
……………………………………………………………………………………………… Sheng Kuang, Hou
……………………………………………………………………………………………… Table of Contents
1. IntroductionI
1.1 Research questions;I
1.2 Defining the problem1
1.3 MacroenvironmentII
1.4 MicroenvironmentII
2. AnalysisII
2.1 What is segmentation?II
2.2 What is Gainomax current segment and positioning?III
3. New SegmentsIII
3.1 Segment 1III
3.2 Segment 2IV
3.3 Segment 3IV
4. Reposition and Choice of segmentIV
5. Conclusion/Recommendations to the companyV

References

1. Introduction

Gainomax is a brand owned by Norrmejerier, which in turn is owned by dairy farmers in the northern part of Sweden (Höög, 2012). Gainomax originally started out as a nutrient replacement for surgery patients and older people who were hospitalized and needed rapid recovery. In the beginning of 1990 Norrmejerier only produced the product. However Norrmejerier realized the potential of the brand and bought from the Danish company in 1997. From there they took a different approach than the product had previously focused on. Now, their target markets are the regular athletes who work out 2-3 times a week (Gainomax, 2012). It is vital to refer to the marketing mix when deciding the course of action that Gainomax will take in marketing. The four characteristics that will be discussed in the Marketing Mix are Product, Place, Price and Promotion. A product is defined as anything that satisfies a need or want of a consumer. Gainomax is a company that offers a milk based recovery drink for its customers. It is reasonably priced so their customers can afford it with ease. Gainomax conveniently place their drinks in vending machines in gyms and sports centres so that their consumers can easily purchase this product after working out. Promotion is the next characteristic to look at in the marketing mix. Promotion accounts for the ‘tip of the iceberg’ component of marketing, advertising, personal selling and PR. Gainomax invests heavily in marketing and releases funny advertisements that will attract new customers. The way in which a company operates to accommodate customers is crucial. The service process for Gainomax is customer centric (Kotler et al., 2009, p. 332).

This report will examine Gainomax’s potential segments, in which women, people aged 45 and over, and mothers as an external decision maker were chosen. The purpose of this study is to define what strategies Gainomax could use when targeting these segments. Gainomax has a product line today that includes protein bars, energy bars and recovery drinks. The research focus for this study will be recovery drinks. This is Gainomax’s most popular product (Höög, 2012). Rickard Höög, the Brand Manager of Gainomax, assigned this...
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