This set of notes cover the IEB/DBE topic of Marketing and Branding. They include pictures and are in-depth notes. These will be a sufficient source to study this section and prepare for your final Business Studies Exam.
Note: These notes are recommended for IEB students - as some information may...
Marketing and Branding
Role of Marketing:
• Responsible for the identification, anticipation and
satisfaction of the customer requirements. Providing
the right product, at the right price and right time.
• Create and support a strong and positive brand
identiyy
• Can create a buzz and increase sales
• Engages with customers which leads to consumer
feedback and can help a company to improve
Process of Marketing
• Top Management Level
Strategic • Vision
planning • Mission
• Formulating a new marketing strategy
• Market the
Implementing product using
a marketing marketing mix
• evulate it's
strategy effectiveness
1. Strategic Planning:
Formulate a vision, mission, and form a strategy in line with them
2. Formulate a Marketing Strategy:
Environmental Scanning
Internal – SWOT, Value-chain, Resource-Based
External – SWOT, Porters 6 forces, PESTLEEP, competitor analysis (market map and
porters) and customer analysis (LSM)
Define Target market and unique selling point
USP –what differentiates your product and gives you a competitive advantage? Can be
based on:
• Cost (OK foods, Boxer, Shoprite)
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