Learning basic principles of sales and marketing presented in a fun and engaging way. A case study based on a MBA student called Dukhiram who needs your genius inputs to get himself a girlfriend. With application of basic STP model, you can solve this case study and may be get some help for yourself too!

2. Case Study 01
DHUKIRAM wants to be SUKHI
Dukhiram is a 20 year old guy. He is an engineering student. He is a bright student of a
reputed institute. But, to his misfortune, he is branded as a loser among the male clan of
his institute. THE REASON?? He does not have a girlfriend.
After being frustrated with this image of a loser, he decides that it is high time
that he starts concentrating on this aspect of life too. Grades, studies and all is one thing,
but this, he realized, is also an integral part of his life.
Hence, he decides to consult a fellow mate - Mr. Bond. Mr. Bond is everything that he
isn’t. He has not one but numerous girl friends. Picking girls seems to be natural to him.
Mr. Bond looks into the matter seriously and gives him some insight into the matter
providing him with information about the following existing market segments:
1) The Dollar Dude!
This is currently the most sought after segment among the young lasses. A guy in
this market is a cool dude, with designer clothes, swanky car and loads of cash in his
pocket. He is smart and parties all the time. He takes his girls for shopping and clubbing.
Around 10 guys are present in the market at present.

3. 2) The Einstein!
This segment is ruled by the toppers of batch. They are the nerds who study while
eating, shitting, standing, sleeping and of course in class. They get the top grades and are
the professors’ pets. They are high in demand during the examination time, as the chics
cling to them for notes and tuitions. The market share is seasonal, rising to 60% during
peak times. Apart from that, they are very suitable for life long life partnership as they are
the ones to walk away with the heftiest packages.
3) The Handsome!
This segment has all the good looking guys. The have been made naturally smart,
good looking and handsome by the Lord himself. They don't have to do much, for girls
come to them for their sheer looks!
4) The Rock star!
All the Hendrixes, Preslys, Jordans, Peles fall in this segment. They all are
masters in their own field. They are famous and top notches in their respective non-
academic activities. They have their own markets but the scope for new entrants there is
limited.
5) The Naturals!
This segment is made up of guys who are just natural. God has given them “that
something” with which they can just work on and get the chics somehow. This is a talent.
Learning the art has been tried by many but with not very good results.

4. Dukhiram - Background:
Dukhiram belongs to an educated upper middle class family. Both his parents are
working. He had his education from a reputed school. He took up non- medical and got
through a decent engineering college. He is decent looking chap. Although, he did have a few
female friends, but somehow never managed to have a relationship with any of them.
Exhibit 1
Dukhiram – Profile
Vehicle owned Pulsar 150
Pocket Money 5000 INR per month*
Clothes Non - Branded
Height 5’10
 Allowances for fees, mess, books extra
Exhibit 2
Dukhi’s Academic Performance last semester
Subject Dukhi’s Marks Highest Marks
Maths 92 95
Electrical 80 90
Programming 75 85
Workshop 70 90
Total number of students – 150, Dukhi’s standing in class is 25
** Total Batch size – 150
**Number of Girls - 70

5. Exhibit 4
Vehicles owned Data
Boys owning a Car
10
Boys owning a Bike 30
Boys owning a scooter 10
Boys owning NOTHING 30
A survey undertaken by trusted sources among the girls of the batch.
Below are the findings.:
Exhibit 5
Girls Status
Committed 15%
Single and Looking 48%
Single and Not looking 13%
Committed and Looking 14%
Don’t Know/Won’t tell 10%

6. After going through the above case evaluate all the options available for
Dukhiram in order to get a girl.
1) Which segment should he fit himself into?
2) Do you think there might be another segment where he can fit
himself in?
Support your answers with valid points and reasoning.
Mail your solutions to Marketing.Dukhi@gmail.com
WINNER GETS A DATE WITH A HOT CHIC/
HANDSOME GUY.
(There is great probability that you already have a guy/gal, but which
marketer doesn’t want to enter new markets and add new customers!!!! So
give it your best shot and walk away with a heightened market value!!!! And
if you don’t, well…. you better get more practical friend!!!!)
All kind of feedbacks and comments are welcome.
Mail them to: Marketing.Dukhi@gmail..com
“Life is All About Marketing” aims to reach out to you all and convey the
same thing as its name.