Gainomax
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. Introduction I 1.1 Research questions; I 1.2 Defining the problem 1 1.3 Macroenvironment II 1.4 Microenvironment II 2. Analysis II 2.1 What is segmentation? II 2.2 What is Gainomax current segment and positioning? III 3. New Segments III 3.1 Segment 1 III 3.2 Segment 2 IV 3.3 Segment 3 IV 4. Reposition and Choice of segment IV 5. Conclusion/Recommendations to the company V
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
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. Introduction I 1.1 Research questions; I 1.2 Defining the problem 1 1.3 Macroenvironment II 1.4 Microenvironment II 2. Analysis II 2.1 What is segmentation? II 2.2 What is Gainomax current segment and positioning? III 3. New Segments III 3.1 Segment 1 III 3.2 Segment 2 IV 3.3 Segment 3 IV 4. Reposition and Choice of segment IV 5. Conclusion/Recommendations to the company V
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
References: Dibb, S. (2009). Implementation rules to bridge the theory/practice divide in market segmentation Fahy, J., & Jobber, D. (2012). Foundation of Marketing, 4th edition, London: McGraw-Hill. Gainomax (2012) Gainomax Recovery Höög, R. (2012) Information about Gainomax. Lecture hall A in Lindellhallen, Umeå School of Business, Umeå, Sweden. 2012-10-10. Jee, A. (2007-2009). Study of Indian Wrist Watch Industry and Repositioning Strategy of Titan Watches. Master of Management Studies. Mumbai: University of Mumbai. Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansan, T Maxim (2012) Recovery Drink Vanilla 250 ml. Maxim web site. <http://www.maxim.se/produkter/protein-faerdigblandat/recovery+drink+vanilla+250+ml.ashx> [Retrieved 2012-10-23] Statistics Sweden (2012) Population statistics Valio (2012) Valio PROfeel proteindryck choklad. Valio web site. <https://www.valio.se/produkter/yoghurt-smamal/valio-profeelr-proteindryck-choklad> [Retrieved 2012-10-23] Wild Flavors (2012) What is Stevia? Wild Flavors web site