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GIFT SIMAU
WORLD OF MARKETING ASSESSMENT TWO

Contents
QUESTION 1 ............................................................................................................................................ 2
QUESTION 2 ............................................................................................................................................ 3
QUESTION 3 ............................................................................................................................................ 4
QUESTION 4 ............................................................................................................................................ 5
QUESTION 5 ............................................................................................................................................ 6
QUESTION 6 ............................................................................................................................................ 8
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GIFT SIMAU
WORLD OF MARKETING ASSESSMENT TWO

QUESTION 1
Positioning differentiate Company A products from those offered by competitors for
example Impala Care hire use the positioning statement “every car hire is
memorable one” which tries to explain their world class customer service .This
positioning Statement explain the differentiation strategy being followed by Impala
car hire.
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GIFT SIMAU
WORLD OF MARKETING ASSESSMENT TWO
QUESTION 2

(Institute of Marketing Management, 2020) stated the following as the positioning

strategies being used by organisations:

Positioning by attributes or benefits.

A company here positions its products on the benefits which can be enjoyed if you
buy the Products For example Pardus Solutions Zimbabwe has positioned its custom
made software’s on the benefits which Clients might enjoy when they Purchase a
WhatsApp Bot which offers 24 hour customers service

Positioning by quality or price.

Here companies Position their products in regard to quality ,therefore higher price
means high quality .Roys Royce has positioned its Motor vehicle based on quality
since they charge a higher price on its Vehicle for example Roys
Royce Cullinan 4dr SUV AWD (6.8L 12cyl Turbo 8A )cost around $330,000

Positioning by use.

Used mostly when the product has matured in the product life cycle and sales are no
longer growing ,these products can be repositioned in regard to new use for example
Jik now is being use to purify drinking water

• Positioning by user.

Here is when organisations advertise their products showing a well-known celebrity

using the product .Chicken Slice Zimbabwe advertise showing Jah Prayzer and Sulu
chimbetu well known singers eating a meal from chicken slice

• Positioning by competitors.

Used by companies when positioning their product against a strong competitor for
example when KFC fast food entered Zimbabwe ,a local company Chicken Inn
started to put bill boards along major highway written “Chicken inn uses 100 % local
content , our chickens and spices grown in Zimbabwe”
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GIFT SIMAU
WORLD OF MARKETING ASSESSMENT TWO

QUESTION 3
(Institute Of Marketing Management ,2020) stated that segmentation allows
companies to use resources efficiency thus reducing wastage .Gtel a Zimbabwean
Mobile company targets only Civil servants ,by doing that it reduces advertising cost
by advertising only in Government Magazines and Sunday Mail which is read
specifically with Civil servants. By segmenting correctly Gtel was able to spot
opportunities in the Mobile Market by providing cell phone to civil servants which
they can pay on instalments .In Zimbabwe they was no company offering Civil
servants Mobile phones on credit .Through segmentation Gtel Telecommunications
was able to identify a profitable segment (civil servants) which deserved special
attention. Gtel telecommunication managed to position itself correctly in the Market
targeting civil servants with their positioning statement of “everyone connected”
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QUESTION 4
(Institute of Marketing Management, 2020) states that geo-behavioural segmentation
is the combination of geographic and behavioural bases of segmentation.
Geographic bases of segmentation we look at where our customers live e.g.
Mashonaland or Matebeland, Harare or Bulawayo whilst behavioural segmentation
look at purchase frequency ,loyalty ,user status. When a ,marketer combines these
two bases of segmentation (geographic and behavioural ) then we call is
Geobehavioral .Proton bakery a bread manufacturer segments its market by
purchases frequency i.e. how many times customers purchases bread a month ,for
consumers who live in Harare and Bulawayo
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QUESTION 5

A consumer that is part of the Muslim community is exposed to an

advertisement on pork ribs at the local restaurant. 3 MARKS

The culture of Muslims forbidden the eating of Pork since pork is regarded unholy.
Since this customer is exposed to the advert it will make him regard the whole
restaurant as unholy and if he has not purchased breakfast he will not purchase and
go away .It is important to respect other people’s culture in advertisement and not to
deceive customers that it’s a halal restaurant yet they sell Pork. It is evident that the
customer who is part of the Muslim community entered the restaurant thinking it was
halal.

A family with two young children is targeted to go on a hiking expedition

during which rock climbing will be taught. 3 MARKS

Family factors is influencing the buying behaviour of this family .When this family
with two young children is targeted, the young children becomes Influencers by
carrying aloud to their parents that they require the hiking expedition .The mother
may act as a gatekeeper restricting her children to attend due to safety reasons .The
father then does the final decisions and allows the kids to attend accompanied by
her mother. The mother they will do the payment for her kids to attend.
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WORLD OF MARKETING ASSESSMENT TWO

A fashion-conscious teenager is exposed to an advertisement portraying that

the purchase of a certain brand name gains acceptance among peer group
members. 4 MARKS

The teenager will be motivate to buy the brand since its portraying that once he buys
the brand he will be social acceptable in the peer group he wish to be part of .The
marketer of the certain brand name are using reference group to influence the buyer
behaviour of the teenager .
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WORLD OF MARKETING ASSESSMENT TWO

QUESTION 6
(Institute of Marketing Management ,2020) explained that social listening involves
listen to what prospective customers and customer say regarding your brand .As part
of my Social listening project for ZXY online clothing store ,I would start by typing
the word clothes into google blog search as follows

The above information about clothing can assist ZXY online clothing store on
strategy formulation .I will google my brand on ZXY on google to really know what
are the positives and negatives people are saying about ZXY .I will gather
information about the negative and positive side ZXY to assist me in marketing
strategy .Tran (2020 ) explained that information gathered in social listening must
be analysed for ways to put what I have heard into action example responding to a
happy customer or repositioning the brand if it was not positioned correctly .
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References

Institute of Marketing Management Graduate School. (2020)

MAR101B.Marketing One 101B Learner Guide. South Africa: Institute of
Marketing Management Graduate School

Institute of Marketing Management Graduate School. (2020) Module 3 .THE

WORLD OF MARKETING. Consumer Behaviour, Research and Marketing
Decision-Making. South Africa : Institute of Marketing Management Graduate
school.

Institute of Marketing Management Graduate School. (2020) Module 4. THE

WORLD OF MARKETING. Segmentation, Targeting and Positioning. South
Africa : Institute of Marketing Management Graduate school.

Tony Tran (2020) “Social listening” Available from:

https://blog.hootsuite.com/social-listening-
business/#:~:text=Social%20listening%20is%20the%20process,crucial%20co
mponent%20of%20audience%20research. (Accessed on 04 December 2020)