Question

Scenario 1: Gong cha Malaysia The recent outbreak of a pandemic disease has left many consumers cash-strapped and short of confidence in Malaysia. Many companies have tried to come out with a winning marketing strategy to overcome the challenges. To do that, many companies have tried to come out with new products, new distribution channels, new pricing strategies and etc in order to stay competitive. Gong Cha is a tea drink franchise business in Malaysia. Gong Cha serves a total of about fifty-seven different drinks, which can be divided into seven product lines: House specials, Brewed tea, Milk tea, Creative mix, Coffee, Healthy series and Ice smoothies. They also offer drinks in medium and large sizes. The most popular Gong Cha Milk Green Tea contains a lower layer of brewed tea covered by an upper layer of special creamer. Gong Cha also offers tea sets and tea in stores, such as Bi-Luo- Chun Green Tea and Darjeeling Spring Tea. Recently they offer a new type of food in their menu, Mochi Waffles. (Students will need to provide their answers in relation to the given scenario and context)

Answer 1

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Answer A:

Segmentation analysis

Important market segmentation variables include demographic,geographic,and behavioural segmentation. The segmentation variable suitable for the new product Mochi Waffles of Gong cha Malaysia is behavioral segmentation. Here in this case the product shall be segmented on the basis of benefit categories such as quality and health benefits of the Mochi Waffles and its special features.

Answer B:

Targeting strategy

Standardized marketing, concentrated marketing, and differentiated are the major targeting strategies. Among this, the suitable targeting strategy for the new product Mochi Waffles of Gong cha Malaysia is the concentrated marketing strategy. Here a company will target only one special marketing segment. For example the health-conscious customer segment.