MARKETING IN
AFRICA
(MNM2615)
ASSIGNMENT 2
AND SUMMARY
TABLE OF CONTENTS
1 INTRODUCTION ............................................................................................................................. 1
2.1BRANDING IN SMMES………………………………………………�...
MARKETING IN
AFRICA
(MNM2615)
ASSIGNMENT 2
AND SUMMARY
, TABLE OF CONTENTS
1 INTRODUCTION ............................................................................................................................. 1
2.1BRANDING IN SMMES……………………………………………………………… ERROR!
BOOKMARK NOT DEFINED.
2.2 IMPACT OF CULTURE ON MARKETING COMMUNICATION ERROR! BOOKMARK
NOT DEFINED.
2.3 CHALLENGES OF SMMES IN TOWNSHIPS .... ERROR! BOOKMARK NOT DEFINED.
2.4 DEMOGRAPHICS PROFILE OF CUSTOMERS ERROR! BOOKMARK NOT DEFINED.
3 CONCLUSION................................................................................................................................. 4
4 LIST OF REFERENCES ................................................................................................................ 5
, BATHU SHOES THE NEW FASIONABLE SNEAKERS… Commented [h4]: Insert the name of the company, product,
service or brand that you will be discussing
1 INTRODUCTION Commented [h5]: Provide an overview of the company,
product, service or brand that you will be discussing. You can
BATHU which means shoes is a township lingo which was established in 2015. The sneaker discuss
- The history
was inspired by Theo Baloyi the founder and chief executive of Bathu who worked for PwC - The culture
- Number of stores etc
Auditing company in the Middle east, he use to by a lot of sneakers during his travels which his
friends loved but because they were limited editions they could not find them in South Africa
.Theo identified a gap in the sneaker industry and the company Bathu was found. The sneakers
are unique because they have an attractive mesh edition design which blows air into there wearers
feet . The sole rubber of the sneaker has a striking bright colours resembling the happy socks
trend .Bathu sneakers come in various colours navy blue ,grey, pink and sky blue and are priced
from R900 to 1200.
2 BRANDING
2.1 WHAT IS BRANDING AND IS BATHU CURRENTLY MAKING USE OF BRANDING?
Branding is a marketing practice in which a company creates a name or symbol that is easily
identifiable and belongs to the company .This helps to identify a product and distinguish it from
other products and services . Branding is a way of distinguishing your product from other competitors
it also allows customers and clients to know what to expect from the company they are buying
from .Branding can change how people perceive your brand and increase brand awareness.
Branding is important to a business because its how a company gets recognition and become known
to its customers its also important when trying to get new business and can increase business
value by giving the company more leverage in the business industry . Branding also generates new
customers and improves employees pride and satisfaction it also creates trust with in the market
place .Bathu Shoes makes use of branding their branding is on their shoes , their delivery cars
their shelving inside their stores and also there shoe boxes and bags this gives them leverage
in the African culture as it makes an impact of cultural drivers such as social net works .
2.2 IMPACT OF CULTURE ON MARKETING COMMUNICATION
One complex variable that can impact on the communication model is culture . The Marketer
must send a message to the receiver through several layers of cultures and this can lead to
increasing noise levels, unless managed correctly .There are Seven layers of culture that have
-1-
, been identified that emphasises the fact that cross-cultures communication for a brand is based
on the marketer having a good understanding of important elements in each layer of culture .
Biological cultural layer : This is the basic layer that provides common reactions based on the
physical needs resulting from the same biological make-up. The difference between high and low
income customers can make it difficult for a marketer . South Africa for example has the highest
differences between high earners and low earners .which means that this layer could lead to
misinterpretation by different individuals belonging to different groups .
Personal cultural layer : this is the means by which the individual survives operates and develops
in the society . with Theo Baloyi Occupying a big Wearhouse facility in Sunning hill he still perceives
his brand the same way as Spitz and Aldo .
Group Cultural layer: this is a tool used to accomplish a group task or to protect the interests of
the group , be group informal or informal . the Different generational cohorts in South Africa and
neighbouring African countries may perceive Bathu brand communication differently . A lot of
celebrities were the Bathu Brand as it resonates with them so well the Bathu brand speaks
to the heart .
Organisational Cultural layer: This is
a management tool that uses professional communication to influence Organisational performance
and is created by Organisational leaders .Bathu states that celebrities that wear their brand are
not their ambassadors but appreciates their support in building their brand .
Regional cultural layer : this layer has commonalities based on the values of individuals with in
given region or nation . It should be noted that there are may be numerous regions with in a
country ,which may differ substantially from one another and display differences in terms of
language ,orientation ,product usage and the like .the difference between Rustenburg and Gauteng
are a case of point if you look at were most of Bathu stores are based .
National cultural layer : This is a set of common understanding ,traditions and ways of thinking
and feeling ,behaving and communicating based on the same values of variables that influence
communication through the nation .Bathu Vision is to tell a proudly South African story to the
world and be a leading shoe retail company .as they have a desire to establish a brand which
Africans can proudly affiliate with .
Global cultural layer : this layer has been created as a result of development of the global
economy .Communicators from different regions or nations deliberately use the same patterns
of behaviour in order to communicate in business .Theo Baloyi sole aim was to tell a proudly
South African township story to the world . Bathu is a Common Universal slang word mostly used
in townships across South Africa in referral to any type of shoe .
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Tutor23. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R61,74. You're not tied to anything after your purchase.
