PMAR01-6 S2 2023

Assignment Overview
Due 30 Aug 2023
(Exam 23 Oct 2023)
 Part 1 understanding

THINK

Case study: Pick n Pay

Context (themes):

• Major strategy changes: two consumer-facing brands: Pick n Pay and Qualisave.

• Both competing through: great value.

• Pick n Pay: regular large stores; partnered with Takealot for Mr D online order & delivery.

• Qualisave: smaller stores; essentials; bulk items; promotion-heavy.

 ACTIVITY
What do you need to do?

• Role = Assistant to the Marketing Manager for Pick n Pay.

• Planning for: marketing communications in a new team.

• Focus is on Qualisave only – think in-store retailing.

• Investigate: “How can Pick n Pay attract the middle market

segment through Qualisave?”
 ACTIVITY

Question 1 (19 marks):

What do we already know?

• Qualisave focuses on the middle-income customer, but they know that higher
income earners may still go looking for well-priced items.

• Segment 1 is therefore: low-priced retail customers (ideal for Qualisave).

• Segment 2 therefore: regular Pick n Pay customers (prospects for Qualisave).

 Question 1.1
ACTIVITY

Psychographic characteristics

No Characteristics Target market segment 1: loyal Target market segment 2: Mark allocation
customers prospective new customers
1 Belief about the brand Example: segment 1 believes Example: segment 2 believes Pick
Pick n Pay/Qualisave to be XYZ n Pay/Qualisave to be XYZ,
2
because of XYZ reason(s)… because of XYZ reason(s)…

2 Lifestyle
2

3 Personality
2

4 Personal interests
2

TOTAL
/8
 Question 1.2
ACTIVITY

Behaviouristic characteristics

No Characteristics Target market segment 1: loyal Target market segment 2: Mark allocation
customers prospective new customers
1 Buyer readiness Example: segment 1 customers Example: segment 2 customers
are in the XYZ buyer readiness are in the XYZ buyer readiness
2
stage, because of the following stage, because of the following
reason(s)… reason(s)…
2 User status
2

3 Attitude towards brand

2

4 Benefits sought
2

TOTAL
/8
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Question 1.3

Use the tables from 1.1 and 1.2 and your understanding of the market…

Describe and motivate the positioning strategy that Qualisave should use in the
market (3)

Think about STP… Make sure you motivate!

Question 2 (10 marks): ACTIVITY

NB: referring to segment 1 only.

(These are middle-market segment customers ONLY)

2.1 Identify and indicate the competitive advantage of two competitor retailers
(2.1.1) competitor 1 (2.1.2) competitor 2 (4)

2.2 Draw a positioning map using price and quality to show the ideal position of the
competitors and Qualisave – see rubric for mark allocation.
Question 2 (6 marks) cont.:
ACTIVITY
Question 3 (21 marks): ACTIVITY

NB: use what you learned in Q1 & Q2

Note: you will be using in-store marketing signage to encourage purchasing at Qualisave.

Conduct a 7 P’s analysis around the above marketing communication as well as the
stipulated strategic pillars of Qualisave:

• Low prices; bulk purchasing

• Essential goods; fresh produce & meat

Note: reproduce and fill in the table.

 ACTIVITY

Question 4 (15 marks):

You are going to make an in-store signage communication as

though it would be displayed inside a Qualisave store.

Note: review your 7 P’s analysis!

 ACTIVITY

Easy, free website to mock-up your design:

www.canva.com
How will you be assessed?
ACTIVITY
Element included*
Qualisave – in-store signage communication
mock-up design
No. Details/elements needed Mark allocation Yes No
Qualisave (Pick n Pay) imagery
1. 2
Relevant logo and imagery are used to identify the brand.
Copy (text)
2. 2
Brief text to inform the customer about low prices.
Copy (text)
3. 2
Brief text to inform the customer about bulk shopping.
Copy (text)
4. 2
Brief text to inform the customer about the type of product.
Authentic brand appeal
6. 2
The design looks true to Qualisave’s strategic pillars.
Target market appeal
7. 2
Suitability to attract segment 1 customers.
Innovation in design
8. 1
Creativity is expressed in executing the design.
Clear message
9. Not cluttered with unnecessary information or images. The customer receives clear 1
communication.
Professionalism
10.. High-quality standards for use in the real working world, i.e., Qualisave could realistically print 1
this design for their stores.
TOTAL 15
* If you have any areas that you answered “no” to, review your design, address the missing elements/details, and recheck the list until you answer “yes” to all.
Referencing and Technical Care (5 marks)
ACTIVITY
• Plagiarism: download the Milpark Referencing Guide and familiarise yourself with the various ways in which
referencing must be done.

• Make use of relevant, academically appropriate resources (NO Wikipedia) and lay out your answers logically
and clearly as per the assignment brief

• Do not copy and paste someone else’s work from the internet – even if you reference it - and use it as your
answer.

• Research, reference and add your OWN creativity and analysis

• Run your assignment through Turnitin similarity checker (only upload in .docx or .pdf)

• There is a free app / software called Grammarly that will check your document for spelling and grammar
issues. It is a great way to minimise silly mistakes and ensure your assignment is professional.
 Questions?

Tutor forum on MyMilpark

AO: Charlotte.Mnguni@milpark.ac.za