Marketing Strategy Amarula

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MARKETING STRATEGY (M4) MARKETING 3 (MAR 303) MEMORANDUM MAY 2012

PURPOSE OF EXAMINATION MEMORANDUM AND GUIDELINE The purpose of the paper and memorandum is to:    Give students an indication of the nature, format and type of examination questions asked in the examinations; Provide students with guidelines as to how to approach the answer to questions posed in past examinations; Assist students in the revision stages of the specific module.

PLEASE NOTE:    Examination questions do not always cover all aspects of the syllabus. Thus working through the past paper only is NOT regarded as sufficient preparation for the examination. Examination papers are not always structured the same way. The IMM GSM reserves the right to alter the format of its examination papers at any time without notice.

The IMM GSM examinations are set on a higher education level and the student should therefore not only illustrate an adequate understanding of theory, but must also illustrate clearly their ability to apply course concepts to the appropriate real world examples. In doing this, the students are expected to show independent critical thinking. Even though all markers assume that students will have a level of familiarity with the content of the learner guide as well as the prescribed textbook, students will be given recognition and marks for the factual and appropriate inclusion of facts, figures and insights in their answers obtained from their exploration of other valid academic sources. When answering questions the student is required to:       Read each question carefully and thoroughly, in order to determine exactly what is required before attempting the answer. Allocate sufficient time to answer each question in proportion to the marks indicated on the examination paper. Number answers clearly and correctly. Provide answers in a legible handwritten format. Set out the answers in a structured format and formulate statements in full and coherent sentences. Show a level of mastery of the course content that is commensurate with the level of study at which the examination is written.

© IMM Graduate School of Marketing May 2012 Memorandum M4/MAR303

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Markers please note: It is impossible in a paper such as this to give detailed specific model answers. Most important is the student’s identification of the challenges and issues, the correct use of theoretical concepts and a clear display of consistency of thought.

SECTION A (30 MARKS)

Answer the following question relating to the Women 24.com case study. QUESTION 1 [30]

A broad discussion is needed for the first part of this question. The discussion should start with a general overview of segmentation theory, target marketing and segment positioning and branding. Answers should include an evaluation and discussion of segmentation variables such as: Demographic, geographic, psychographic, socio-graphic and ultimate benefit sought. Learners should select what they believe are appropriate segmentation strategies for Women 24.com and state the reason/s for their choice. The answer must specify which segments Women 24.com has chosen to pursue (the target market); the needs of this/these segment/s and how Women 24.com has differentiated itself into these segments. A key component of a good answer is the alignment and ‘linkages’ between segmentation, target marketing, and branding. This will vary from segment to segment.

SECTION B (70 MARKS)

Answer the following questions relating to the Bond Choice case study QUESTION 2 [15]

Learners should describe the concept ‘positioning’ in general, and the dimensions of positioning. A link should be made between positioning, target marketing, Unique Benefit Sought (UBS) of the target audience, the product’s differential advantage or Unique Selling Proposition (USP). The answer must include a discussion of how Bond Choice is positioned relative to competitors in the market. A positioning map/grid should be included. Answers must include a motivation for agreeing or disagreeing with the Bond Choice positioning. QUESTION 3 [15]

Learners can select any two of Bond Choice’s points of differentiation and discuss how these could be used to develop a competitive strategy. The chosen points of differentiation should be relevant and appropriate to the market segment/s chosen and the positioning therein. Answers should also discuss how the chosen point/s of
© IMM Graduate School of Marketing May 2012 Memorandum M4/MAR303

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differentiation can be used in the development of a competitive strategy. The differentiation points must be integrated into the 4P’s of Bond Choice’s marketing strategy. QUESTION 4 [40]

Students are first required to state what stage of the product life cycle they believe Bond Choice is in. There is no right answer as such, as this could be said to be a subjective question and view. What students must demonstrate is that given the stage of the product life cycle they believe the product to be in at the time (as per the case study) what are the changes required to the various components of the marketing strategy as the product moves into the next stage of the life cycle. What should be done differently and why? A good answer will be guided by general theory regarding managing products over their life cycle.

© IMM Graduate School of Marketing May 2012 Memorandum M4/MAR303