MBA & MM Theses

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Appropriate marketing strategies for Corporate Social Investment in South Africa
(2014-02-19) Petzer, Sean
The new South Africa presents vast opportunities for companies and people. At the same time, there are significant societal needs and in an attempt to alleviate them, companies devise Corporate Social Investment (CSI) initiatives. Often these initiatives are carried out by companies under duress, or at least reluctantly, in response to legal and consumer pressure. In many cases, the initiatives are implemented to generate support from investors and from the market in which the company operates. In most cases, CSI is perceived as an obligation and an imposition; moreover, it is not seen as exhilarating or interesting when compared to marketing. Therefore, CSI is often unkempt or given little attention and a small budget. Sports and affinity marketing are well known global practices that operate with huge budgets and teams in order to create brand awareness, brand loyalty and affiliation for the brands; these practices support popular sporting events, teams and players, as well as good causes. All these activities and their budget spend are for the good of the company and ultimately, higher profit, which is a priority for any company. There is a very real need to identify a way of generating greater support for and investment into CSI that makes it worthwhile for companies as well as being more beneficial for CSI initiatives. The author believes that there is an imbalance of funds in South Africa, a country and economy in dire need of major development and growth support at the grass roots level. Therefore, the author investigates if there are strategies and techniques used by sports and affinity marketing that can be applied to CSI in order to achieve a company’s primary marketing objectives concerning their brands and image. The author asks that whether common elements between marketing and CSI could be identified: if so, could CSI then learn from and apply marketing techniques and strategies in a manner that also benefits the company’s primary needs on a much larger scale? The research described in this report was qualitative in nature. An explanatory interview using a questionnaire was conducted after selecting a sample of the South African media with specific focus on Primedia. iii The author concluded that it is possible to apply marketing tactics, techniques, processes and methods quite successfully in order to achieve the objectives of the CSI initiative, as well as basic marketing objectives such as brand awareness, brand loyalty and improvement of image. However, it was concluded that this outcome may be short-lived and the good perception of the company and its brand image may be tarnished if it is perceived or proven that the company is manipulating and exploiting the CSI initiative for the company’s own purposes. Therefore, CSI should be set apart from marketing and should have its own budget, team and infrastructure, in a well-co-ordinated operation, well supported by top management and if possible, aligned with key market initiatives in order to ensure long-term and effective CSI implementation. If managed properly, the long-term positive impact of CSI on a company’s brand and image and overall goodwill will be significant, worthwhile, and easily sustainable.
Brand equity: A review and application of different brand valuation approaches in South Africa
(2014-02-17) Reyneke, Johan
The value of a brand can be difficult to measure since it is an intangible asset and it is only since the early 1980s that brand valuation has gained importance in terms of inclusion in business valuation (Kapferer, 1997). As brand valuation has become more acceptable Wyner (2001) has raised some concerns regarding the use of the correct model for the correct purpose during calculations. With twenty-two brand valuation approaches highlighted by Abratt and Bick (2003) it can be difficult for marketers to know which approach is suitable for their specific objective. This study reviewed different methods of measuring brand equity in an organisation in a South African context and evaluated the suitability of various brand equity valuation approaches to specific brand valuation objectives. Data was collected using the financial statements for the case site and by conducting semi-structured interviews to, in part, explore brand valuation objectives and brand valuation approach selection. This study confirmed the role of the brand as a resource that can provide a firm with a sustained competitive advantage. It was found that the brand is a valuable asset to firms and brand equity a measure of the value added by the brand. The study found that different brand valuation objectives influence the selection of a brand valuation approach. This study provides a guide in terms of available brand valuation approaches categorised by broad brand valuation objectives and provides a process for South African firms to follow when attempting brand valuation.
Factors Influencing the Attraction and Retention of Multi-Level Marketing Distributors in South Africa
(2014-02-17) Mashaba, Thuthuka
Sustained distributor growth that consistently achieves product sales and stated revenue objectives is the lifeblood of Multi-Level Marketing (MLM) organisations (Legara, Monterola, Juanico, Linton-Palima & Saloma, 2008). This is due to the various roles and functions that MLM distributors perform within MLM organisations (Alturas, 2003) such as, sales generation, recruiting of more distributors; new distributor training, distributor motivation, and order control (Msweli-Mbanga & Sargeant, 2001). MLM distributor attraction and retention are therefore of fundamental importance to MLM organisations. In light of this, the purpose of this study is to provide insight into the factors influencing the attraction, participation and retention of these MLM distributors in South Africa. A research questionnaire was constructed based on the available literature and was primarily distributed electronically. Of the 238 responses obtained, 183 were accepted as valid and the collected data was then subjected to various quantitative analyses with exploratory factor analysis being the technique selected for identifying factors influencing distributor attraction and participation. T tests and effect size analyses were then employed over and above factor analysis as secondary techniques in order to identify the factors influencing distributor retention. The results showed that factors pertaining to career and personal development, industry attractiveness and time flexibility, and income generation opportunities were the factors influencing distributor attraction into the MLM industry. Once engaged with the industry as a whole, potential distributors decided to participate in specific MLM organisations due to the factors pertaining to company image and success, the product affiliation of the potential distributors, and the outcomes of the distributors’ own investigations. Once successfully recruited, the study revealed the factors influencing distributor retention to be the distributors’ views of the marketing mix, distributor development and company performance, the network and sales growth ii achieved, satisfaction with income, product usage and entrepreneurship, valuing of relationships, and the organisational support received. The underlying key findings for this research being that MLM organisations must be collective custodians of the industry as a whole. They must seek out and address any negative sentiments regarding the industry and positioning the industry favourably in the eyes of the broader public in order to ensure the MLM industry is attractive to potential distributors. In addition, MLM organisations must individually look internally to ensure they are configured for success. This implies developing and acting on approaches to attracting high numbers of quality distributors to their organisations through the understanding of the factors that these potential distributors consider to be important. This should be supplemented by integrated distributor retention strategies to allow the MLM organisations to consistently achieve their desired product sales and revenue objectives
Marketing to the South African Informal Sector through Distributors
(2013-10-22) Mudau, Boy Tshimangadzo
The use of distributors as a channel in the marketing of fast moving consumer goods into the informal sector is a phenomenon that is of interest to manufacturers, distributors themselves, retailers wholesalers and Spaza shop owners. Drawings from international and local studies, the literature focused on the marketing mix elements (4 P’s - Price, Place, Product and Physical evidence), and also on the key success factors of marketing to the informal sector through the use of distributors. Qualitative research was conducted using semi–structured interviews with 30 respondents who are all involved in marketing fast moving consumer goods (FMCG) to the informal sector through distributor operations. The data from these interviews was analysed to reveal key themes. The key findings of this research are as follows: · In the case of the marketing mix elements, more emphasis was found to be put on price and product than on place and promotion.The new insight was that good personal relationships are equally important. · For the key success factors, new insights included customer and shopper research, clustering and segmentation of stores, developing demand creation programmes, agreeing joint business plans, developing a go-tomarket strategy and a long term investmenst strategy. A nine step model is proposed to guide marketers in implementing key success factors when utilising distributor operations serving the informal sector.
Marketing of Semi-Durable Premium Brands in a Recession in South Africa
(2013-10-10) Desai, Mayan K
A recession presents very difficult economic circumstances for a business in which to operate. At the same time the high value brands within an organisation are under severe pressure for their prices to be dropped in order to meet consumer demands for more at a lesser price. The research set out how to determine the means by which semi-durable premium brands are marketed in a recession in South Africa. The data were collected via 15 interviews that were captured electronically and transcribed and processed. The key findings were as follows:  Adapting the marketing strategy to capitalise on the business conditions at the time of a recession can deliver sustainable long term benefits to an organisation.  Premium brands are important to organisations as they have the potential to continue to deliver profitability to the business at a time when other brands may be losing value.  Changes to consumer behaviour as a result of a recession are inevitable and in most cases these changes are lasting beyond the effects of the recession.  National brands need to understand and be aware of the risk that private label brands pose in a recession and be vigilant in protecting their share, particularly in recessionary times. The key message is that an organisation’s premium brands must be effectively managed as enormous benefits can be reaped, even in a recession. This needs to be complemented by a considered, well thought out marketing strategy that is coherent with the overall company strategy.
Implementing changes in integrated marketing communication strategies in South Africa.
(2013-10-08) Brauns, Myrna
The marketing landscape has changed due to rapid advancement in technology, globalisation and the internet. Marketing has become a relationship consisting of two-way communication. Integrated marketing communications (IMC) is more of a holistic imperative. The marketing professional needs to adapt their IMC strategies to incorporate these new developments. The report examines the impact that the changes in communication are having on IMC strategies. It also examines the challenges that the marketing professional faces, as a result of these changes, in the implementation of an IMC strategy. The research was conducted using qualitative methodology, utilising a semistructured interview schedule. In-depth interviews were conducted with 11 marketing professionals, the data was content analysed, and themes were established. The research into changes in IMC strategies elicited five themes which are: communication is more interactive and instantaneous; the advances in information technology (IT) enhance data gathering and predictive analytics; alternate channels of communication are available and media consumption is changing; IMC is a holistic marketing strategy which creates a brand experience; and compliance to legislation and reputation management. The research also uncovered four challenges that marketers face which contribute to the ineffective implementation of IMC strategies. These challenges are: corporate silos; budget constraints; un-coordinated internal and external resources; the lack of utilisation of suitable marketing metrics; and new skills for marketing professionals
Marketing and finance perceptions of return on marketing investment in South Africa
(2012-11-21) Backhouse, Kevin Sean
This research report investigates the finance and marketing perceptions of return on marketing investment (ROMI) in South Africa. Traditionally, at many organisations, marketing budgets have been determined using arbitrary measures. In addition, the effectiveness of the marketing department is often gauged on ‘soft’ metrics such as customer loyalty and satisfaction without any financial evidence to prove its value to the business. Due to these reasons in the current economic turmoil many marketing budgets have been cut significantly by CEOs and CFOs of organisations. This has led to calls throughout the business environment for greater marketing accountability with ROMI being touted as one possibly method of increasing this accountability and measuring marketing’s contribution to shareholder value. This research report investigates the current practice of measuring the effectiveness of the marketing department; and identifying the challenges and potential benefits of using return on marketing investment (ROMI) as a metric to measure this effectiveness, based on the various different perceptions of marketing and finance executives. Interviews comprising open-ended questions of a structured and semi-structured format were used to obtain the insights and perceptions of marketing and finance executives. Ten respondents from each population were interviewed at length regarding their perceptions of this contentious topic. From the research conducted it became apparent that companies in South Africa do not measure ROMI as defined but use a mixture of short-term quantitative metrics and longer term qualitative metrics to measure the effectiveness of the marketing department. In addition most of the respondents did not use any one method consistently. There appears to be significant confusion regarding measuring marketing’s effectiveness in general and ROMI specifically. Whilst there are numerous benefits associated with measuring marketing via ROMI the obstacles surrounding its wide-spread adoption are significant. The results of the research discovered some interesting findings particularly regarding the differences and similarities in the perceptions of marketing and finance executives. In many instances both parties actually have similar views, however it is clear that better financial education of marketing executives and improved inter-department communication are key to successfully align these two (often warring) departments. It is clear that ROMI in South Africa is not the ‘silver metric’ some academics refer to it as, but something that can be rather used in combination with other metrics provided the process and method of calculation is simplified considerably.
Marketing promotions to pregnant women in South Africa
(2012-11-14) du Toit, Anastasia Irene
Consumers in South Africa are bombarded with an abundance of marketing messages on a daily basis. This information overload has resulted in consumers ignoring certain marketing communications and becoming confused as to which products to purchase. Similarly, marketing communications are not sufficiently tailored for the intended target markets. In South Africa, most women’s purchasing power has been enhanced due to their higher educational levels and employment equity. Considering this, women have become an important marketing opportunity. Thus, the purpose of this research report is to determine which combination of promotional activities is most likely to influence the decision making processes of pregnant women. This research may then be used to develop an integrated marketing campaign targeted to reach medium to high income earning pregnant women. A mixed methodology of quantitative and qualitative techniques was used to determine which promotional activities are most effective for this intended target market. The quantitative component involved analysing 292 online and intercept consumer surveys using descriptive statistics; exploratory factor analysis and k-means cluster analysis. The qualitative component consisted of eight in-depth consumer and five in-depth trade interviews which were content analysed. The key findings of this research were that regardless of demographic factors, women in general, and pregnant women in particular, consistently rate the recommendations of healthcare professionals, recommendations of friends and family, samples, price / quantity promotions and loyalty programmes as the most likely interventions to influence their decision making processes. Text message and email adverts, eventing and publicity, as well as celebrity endorsements were rated by women as the least likely interventions to influence their decision making processes. Notwithstanding this, mass media marketing continues to play a role in stimulating brand awareness, with the most successful campaigns consisting of a combination of above-the-line and below-the-line promotional activities.
The relative importance of Customer Equity and Brand Equity in selected South African Industries
(2012-10-08) Jardim, Claudia
At the forefront of the marketing battlefield, Customer Equity and Brand Equity have been identified as important drivers of shareholder value. Fulfilling this role, Brand Equity is viewed as the inherent value of the brand and Customer Equity is the sum of the discounted lifetime value of individual customers. Given the increasing call for accountability of the marketing function for the measurement and management of these intangible marketing assets, it is relevant to consider the market shift from a goods centred approach towards services. Hence the dilemma facing organisations today is where to invest the next marketing Rand, in the brand or the customer? The specific area of focus of this research pertains to the debate of investing in Brand Equity, Customer Equity, or both. The relative marketing management focus of differing industries has been used as the cornerstone for this study. Additionally the research extends to ascertain potential determining factors for the relative focus. The study also establishes whether the respective significance ascribed by certain industries is consistent with the knowledge contained in current literature. Data was collected from 123 respondents through personal interviews, both telephonic and face to face, with the majority being conducted face to face. Additionally 5% of responses were completed electronically. The data was analysed using Principal Components Analysis to determine the areas of managerial focus where the validity of the results was confirmed through a Structural Equation Modelling Path. The arithmetic mean of the marketing budget split has been used to determine the focus on Brand Equity and Customer Equity. Descriptive statistics were used to establish the determining factors of the relative focus. The key findings were that marketers do split their focus between Brand Equity and Customer Equity, but a third dimension was found, namely Customer Acquisition as a marketing focus. A model for marketing management was developed based on the findings from the Principal Components Analysis. Recommendations to the various industries are offered for use of the model derived in this research. The purpose therefore is to provide value in terms of resource allocation in terms of marketing spend, hence enhancing accountability of the marketing function within the organisation.
Perceptions of Internet Marketing Effectiveness within the South African FMCG Retail Sector
(2012-10-05) Vandayar, Vilashni
Technology is changing the face of the retail-shopping environment, with many industries adopting online services to either replace or supplement their traditionally “brick and mortar” businesses. The phenomenal growth of the Internet has changed the way business is conducted from the traditional bricks and mortar model and has brought about huge opportunities for both the business and the consumer. Given the profound impact the Internet is having on the way business is conducted, most traditional businesses today have an online presence. Prior research found that although internationally many companies use the Internet as part of their integrated marketing campaigns, the most popular uses of the Internet were product and company information, communication to consumers, and customer service. The purpose of this research was to to evaluate the perceived effectiveness of Internet marketing within the FMCG retail sector in South Africa as an integrated marketing channel. It was found that South African FMCG retailers are using the Internet for the same purposes as international retailers. It was also concluded that South African FMCG retailers do not believe that they are using the Internet to its full potential in terms of being a transactional medium. This is a conscious decision of the retailers, as they believe that the Internet should be used on a more strategic level to engage with their target audience in real time rather than an alternate distribution channel.

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