This case can be used for intermediate and advance marketing class. It would be discussing issues the company needs to solve, specifically multivitamine industry company. Generally, every company would want to develop its product and be extended in multivitamine market, thus the company initiates strategies, which is planned and has concern on the product.

Similar initiation also been conducted by PT.Darya-Varia Laboratoria,Tbk with its main product, Enervon-C. This company face issues or dilemma in preserving the existence of Enervon-C in Indonesia multivitamine market. The strategy that might be initiated is commencing Extending Life Cycle Strategies on Enervon-C.

The big challenge is how to extend Enervon-C in current situation without any negative consequence for the brand, product quality perception, and customer loyalty. Company would not only make something new but, how to make the new fresh thing is suitable and fit with market target condition, and marketing environment. Some initiative had been conducted such as new packaging, new product variant, new brand ambasador, and new advertising concept. The interesting point in this case is participant would be invited to evaluate those activities and develop strategic recommendation.

This case illustrates how Sour Sally’s brand was built. The process of development, including brand positioning, brand formulation, and brand delivery, is presented. This can be used to develop a discussion about brand equity, brand positioning, brand formulation, and brand delivery. In this case, brand positioning was formulated by specifying a Point of Parity (PoP), which is a product category that will be entered and set by the PoD (Point of Difference), which contains the key to brand differentiation by Sour Sally.

At the initial launch, Sour Sally occupied a new category. It was a pioneer in the frozen yogurt category and competed with a nearby cross-category, ice cream. Sour Sally also seeks to provide differentiation by building the perception of USA’s brand, that is, by using the tag line "U.S. Premium" and "Non-Fat" Frozen Yogurt as a way to provide tranquility for the customers to consume this "ice cream" yogurt. Sour Sally's brand positioning was for a target market comprising women within 15 to 45 years of age.

After setting its position, Sour Sally performed brand formulation which contained: name, logo, design, packaging, and the identity of Sally's own figure. Brand delivery was done with an emphasis on public relations and customer relations compared with advertising. PR function was done through various print and online media. Customer relationship was engaged via community marketing through networking websites and members.

This case describes the story of Ranch Market Indonesia from 1998 to 2003. In this period, with regard to their expansion, Ranch Market was willing to open its third store in Jakarta. Mr. Nugroho had several options regarding the location, store concept, and target market.

The students are expected to learn segmentation, target market selection, and retail positioning. Segmentation is a combination of retail segmentation and regular segmentation, with each completing the other. Selection of the target market is not only for consumers to be served, but also includes location since this case discusses the opening of outlets. The positioning discussion focuses on the concept of store and position relative to other retail stores. Discussion of the store concept is interesting because Ranch Market has a unique concept and a narrow target.

This case study describes the implementation of CSR Programs since 2003 under Angkasa Pura 1, which were evaluated in 2007. Angkasa Pura is a state-owned enterprise (SOE) that manages public services and acts as an arm of the government in improving social welfare.

In this case, participants can learn how companies perform CSR program in two forms: the Partnership Program and the Environment Program. The Partnership Program is done by providing soft loans to small entrepreneurs as their capital and additional capital for their business development. This program has a great demand among small businesses because the procedure that is used is relatively easier compared to the process of borrowing money from banks. This activity can be categorized as corporate philanthropy.

Activities in the Environment Program provide assistance to communities in improving facilities for daily life. Some examples of activities that have been accomplished are the construction of roads, mosques (Muslim prayer houses), and public bathing facilities. These can be categorized as corporate social marketing.

This case study illustrated how J.Co preparation to obtain consumer enthusiasm. The process of product preparation begins with comprehensive research of customer and development of the value concept from J.Co. Johnny, as the owner had a great vision and a keen intuition in seeing the market opportunity.

In the case study, we can learn about how the company formulates the value proposition offering to the market. This discussion can be analyzed through a hierarchy of values, also the product hierarchy. Further, we can learn how J.Co builds differentiation of products and services. After that, we will learn how J.Co delivers its offering toward store ambience and creating customer experience during consumption process.