Student name: Muhammad Taha Anwar Reg no: 1839132

Instructor Name: Dr. Syed Hasnain Alam Kazmi

Question 1: Explain the segmentations of Iuiga in your own words?

Introduction:

IUIGA Technologies Pte Ltd, or IUIGA (pronounced "eye-you-gah") is a direct-to-consumer e-commerce lifestyle

Segmentation of Iuiga:

The start of Iuiga is very unique and surprising. Jaslyn Chan head of marketing in Iuiga used Pop-up marketing as
segmentation to create about brand awareness in shortest time possible in Singapore and Indonesia. As far looking
into the Iuiga business model it is ODM and E-commerce, but the consumer is always concerned about how
product will worth in return is it worthy or not? Pop-up store strategy not only saved time also costs associated
with company which were expected to be in losing. One more thing added after this segmentation that was the
place of pop-up stores were to be made physical stores for exchange of things customers who buy online. The
satisfaction is guaranteed in this segmentation of market penetration which was done via pop-up marketing. The
omni-channel retailing proved to be successful because of demographic segmentation which used pop-up store
strategy and to customers to become member online who helped collecting database which were used to
targeting and interest of buying of customers. Also pop-up setup was quite small which restricted the range of
products and services it could offer and it turned out to be short lease of 3 to 9 months which were fear that GTO
grass turnover will be affected so they opted for larger space inventory and customer interfacing platform. So, they
opened brick and mortar store in December 2018.

Question 2: Did the purchase behaviour of online customers differ from those who shopped in its offline
stores of Iuiga, explain how it is in your own words with examples?

Purchase behavior:

The transaction of going from online to offline faced many difficulties and challenges that required many new
strategies to survive in market. From packing to shipping everything were changed because every business runs
with its own flow. But, physical stores boosted up the sells to double because it started customer experiences with
window shopping and word of mouth that was used by customers during purchase because they were satisfied
with the items. Online shopping is not always trustworthy but if someone can physically experience it will prefer go
and buy from that brand again and again it creates brand loyalty. Face to face interactions helps customer impulse
buying. To provide customers a seamless experience Iuiga used a platform which was RFID screens in stores to
facilitate and access to information on all products including buyers review. They added self-checkout function on
app enabling customers to purchase without having stand in queue for making payments, it created flexibility for
customers making ease helps in purchase behavior. Purchasing behavior used by Iuiga is complex and variety
seeking to gain more customers.
Mixed retail:

Mixed retail Iuiga’s of retail strategy comprising online, regular physical stores and pop-up stores,
was advantageous in terms of risk management. The company deals with the home décor, baby-mama care,
kitchen appliances, furniture, electronics and many more. But, before it was online when it offline easy reach for
customers were there, created many options for buyers to have things as they like to buy for their use this also
impulse buying. The strategy Chan used was typical new and used neuro-science too.

Question 3: Explain the promotion strategies that can be used by Iuiga for positioning in emerging
markets? 

Promotional strategies:

Omni-channel marketing platform is kind of promotion strategy, as we discussed they started ODM business
online, which later went physical. The marketing head Chan used pop-up strategy with help of social media
promotion. The strategies which penetrated market for Iuiga in Singapore and Indonesia were there campaign in
pop-up, use of social media and gig economy used modern application via internet.

 Social Media Promotion.
 Mail order promotion
 Product giveaway and samples
 Discounts (if we go website of Iuiga we can see promotional coupons etc)
 Point-of-Sale Promotion and End-Cap Marketing

Positioning:

Positioning of Iuiga was malls, main streets, which penetrated in a sequence of:

 Segmentation: we covered it in first question how they reached their customer and found new market.
 Targeting: targeted audience was their online customers and later they experienced physical stores.
Target audience were from age 16 to 55 because every aspect of life uses daily items.
 Positioning: it is a high end level of marketing mix, macro level was their ODM style of items and online,
Industrial level was then made entry in market as pop-up and physical stores, market level was when they
created name of brand worldwide and in country. Iuiga created brand loyalty by its marketing strategy.

Question 4: Should Iuiga continue to expand its physical reach, given the low penetration of e-
commerce in Singapore; explain with examples?

Physical reach:

Physical reach for Iuiga is business strategy; they should continue its reach all over country until they start making
name like Ikea and send their items outside of Singapore and Indonesia.

Low penetration of e-commerce:

Market penetration strategy is to retain or increase product’s markets share via franchising and joint venture in
other countries online.

Iuiga can dominate growth markets, via more different strategies and market research what consumer wants?
Office furniture can be their next target. Instead of home appliances they can target new commercial audiences.

Drive out competitors of Iuiga is possible only when Iuiga continues to surprises in ODM and innovation in their
products.

Increase customer usage can only happen via more physical stores and pop-up stores and e-commerce
penetration.

Thank You