Case-Study Digitalised Repository (CDR)
Real world business scenarios for the classroom
Teaching cases offer students the opportunity to explore real world challenges in the classroom environment, allowing them to test their assumptions and decision-making skills before taking their knowledge into the workplace. Management and Leadership Case Study Centre, Universiti Utara Malaysia specialises in case content from, and about, emerging markets – regions which are traditionally underrepresented in teaching case collections, but which offer unique and important insights. Through digitalisation, we intend to ease and increase accesses for, and usages of, our teaching cases as well as to widen our user-base to not only for local academics/trainers, but also for our international counterparts.
http://cdr.uum.edu.my/jspui/handle/123456789/134| Title: | Marina Turiman Bakery: Strengthening The Brand Equity Among Maran Community |
| Authors: | Shaari, Hasnizam Perumal, Selvan Abdul Murad, Safwan Marwin |
| Keywords: | Marina Turiman Bakery;rebranding;cake and bakery;brand equity;Marketing Management;Brand Management and Marketing Seminar |
| Issue Date: | 2021 |
| Abstract: | Make Up Bakery was established in 2012. In 2018, Marina Turiman, the brand owner, decided to rebrand her business to Marina Turiman Bakery to produce only cakes and bakeries and dropped the bridal makeup services. Marina Turiman Bakery had registered its logo and identity as MARiMAN for all of its offerings. Operated at D’Mara Maran Bazaar in a small remote town, Maran, Pahang, Marina Turiman Bakery attempts to position its product as 'Luxury taste cakes and bakeries'. Marina Turiman Bakery offers six major types of cake and more than 20 types of dessert and bakery. Currently, Marina Turiman Bakery used cost-based pricing combining with value-based pricing. It depends heavily on social media for brand activities; awareness, association, and loyalty. This teaching case will explain how Marina Turiman Bakery evolved, including its brand strategy and decision to rebrand. Being a small stand-alone bakery that contributes to the Maran community, maintaining brand equity is a significant challenge. This teaching case covers three main topics; 1) From zero to hero, 2) Rebranding, and 3) Sustaining brand equity. This case will highlight, among other things, how Marina Turiman Bakery built a good brand reputation and rebranded to maintain it. Furthermore, this case study covers all of Marina Turiman Bakery's marketing strategies and tactics to sustain their brand equity among the Maran community. This case study hopes to instill awareness among business and marketing students to acknowledge the crucial need for proper brand management in every business scale – being big or small. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/134 |
| Appears in Collections: | Cases in CDR |
| File | Description | Size | Format | |
|---|---|---|---|---|
| (TC199-1) MARINA TURIMAN BAKERY STRENGTHENING THE BRAND EQUITY AMONG MARAN COMMUNITY.pdf | 621.68 kB | Adobe PDF | View/Open |
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