2. GUIDELINES FOR ASSIGNMENT 02 - COMPULSORY

- must be submitted to complete the final assessment

THIS ASSIGNMENT IS BASED ON LEARNING UNITS 2 AND 5 OF THE STUDY GUIDE AND CHAPTERS 2 AND 5 OF THE TEXTBOOK.

Assignment Due date 02 14 September 2022 4 HOW TO ADDRESS TECHNICAL CARE: ? Select "Accept All Changes and Stop Tracking". ? Provide a standard table of contents. See page 2 of this tutorial letter as an example. ? Provide sufficient in-text referencing. ? The document should be reader-friendly, meaning that you should avoid lengthy paragraphs. ? Always link the theory with a practical application. See the example below. Example: Use a practical example to discuss how a brand can be positioned by brand endorsement (2 marks for the theoretical discussion; 5 marks for the practical application). Theoretical discussion Positioning by brand endorsement is a form of advertising that uses celebrities or famous personalities who command a high degree of trust, awareness, recognition or trust from and respect among customers because they are widely recognised and are believed to be more informed (Cunnningham, 2021).

Practical application A successful brand, such as Mofaya energy drink, can use the strength and prominence of DJ Sbu to enter a different product category, such as the Mofaya energy chocolate bar.

There should be a perceptual fit so that consumers perceive the new Mofaya energy chocolate bar to be consistent with the parent brand, Mofaya energy drink. Mofaya energy drink considers itself to be a value-driven brand, with each of its sub-brands aligned with the main Mofaya brand.

ASSIGNMENT BRIEF

The Lifebuoy case study challenge serves as a live project from Unilever. It includes slides that will be uploaded on the myUnisa module site. The slides are a brief on their own, although a few guidelines are added in the section below. The following link provides you with background on the soap, as well as - most importantly - perceptions regarding the use of the soap in other countries: https://www.youtube.com/watch?v=c64M1tZyWPM. The project requires students to develop a product launch for a new Lifebuoy soap and discuss and demonstrate how you would launch a new soap by discussing product strategies. Students are further required to critically discuss and illustrate how they would design the marketing MNM3710/102/2022 5 campaign for the new soap. You will also be required to discuss how you will go about applying the steps to positioning the new soap. NOTE: You are advised to commit to your assignment as the practicality of it prepares you to be a potential entrepreneur if you choose not to be employed but rather to employ others. REQUIREMENTS Assignment 02 is an INDIVIDUAL ASSESSMENT.

You are required to do tasks 1 and 2 as they are presented in the PowerPoint slides, which will be uploaded on the myUnisa module site. Task 3 is for incorporating the steps to positioning on branding aspect of your syllabus. How will you do that? You will address how Unilever can go about applying the steps to positioning branding for the new Lifebuoy soap. You must provide theoretical discussions and a practical application.

You must compile a report that contains the answers to tasks 1, 2 and 3 and you must upload this on myUnisa as a PDF document. In addition, you must include the PowerPoint presentation at the end of the assignment project. In addition to using the information provided by Unilever, you are required to research more information to complete the assignment. Remember that in the third year, you are required to put theory into practice, and you are preparing for an honour's degree where you will be required to do research.

You must then develop a product according to the brief and do a product launch. TOTAL: 75 Important 1. The report requires you to discuss or evaluate information critically. This entails judging the value and quality of theoretical content, as well as its applicability to Unilever. Recommended actions should be well justified. 2. Your report should start with an executive summary, explaining your approach and providing a condensed version of the content of the report. Your report should conclude with recommendations for Unilever. 3. Note that the report requires you to show insight into the MNM3710 learning topics and demonstrate that you have mastered the applicable learning outcomes. DO NOT rewrite the text of the prescribed study guide and textbook.

Read the question carefully and make sure you understand what is required. 4. Assignment 02 marking criteria: Your work will be marked according to the following criteria: 6 Section Question Comments Marks 1 Executive summary This includes key ideas, a summary of all findings and recommendations. 5 2 Task 1: Product Strategies Critically discuss and demonstrate product strategies in relation to the new Lifebuoy soap. 15 3 Task 2: Promotion Strategies Critically discuss promotion strategies and illustrate how you would design the campaign for the new Lifebuoy soap 25 4 Task 3: Steps to positioning Critically discuss how Unilever can go about applying the steps to positioning on branding for the new Lifebuoy soap. 15 5 PowerPoint presentation Provide a maximum of 10 pages. 5 6 Technical presentation Ensure that all technical elements of the assignment have been addressed.

10 TOTAL 75

\fIntroduction Unilever's approach to building business is a combination of financial growth and leveraging its assets to make a positive difference in people's lives. In this spirit, Lifebuoy's mission is to save lives by changing the hygiene behavior of consumers through improved education around hand washing. Diarrhea has increased to being the third-leading cause of death in South Africa, and billions of people around the world are unaware of how simply washing their hands with soap at critical times during the day can help reduce the spread of the germs that cause the disease. In fact, studies show that the simple act of washing hands with the right soap can significantly reduce deaths by up to 50%. Furthermore, school attendance is significantly improved ensuring better livelihoods for young children across all communities. Therefore, the selling proposition of Lifebuoy has huge relevance in the market as it provides 100% better protection from germs when compared to ordinary soaps. The Business Challenge . The seeming unstoppable growth of discount beauty soaps meant that Lifebuoy was increasingly seen as old fashioned, strong smelling and maSCuline. - In order for Lifebuoy to increase it's relevance with it's target audience and make a difference through changing the handwashing behavior of 1 billion people by 2020, it needs to do something drastic. . You have two tasks to complete to address this challenge: - Task 1: Based on consumer research, decide on the new product to be launched - by critically discussing and demonstrating product strategies in relation to the new Lifebuoy soap. - Task 2: Design a campaign to support the launch of the new Lifebuoy soap and drive the behavior change agenda of getting consumers to wash their hands with Lifebuoy soap - by critically discussing promotion strategies and illustrating how you would design the campaign for the new Lifebuoy soap Task 1 - Unilever's Consumer Marketing Insight Department recently conducted research on South African soap users. - The results of the study will help you understand what consumers are looking for in a soap. - Your task is to take the key findings of the study and decide what soap bar your consumers want. For example, a blue liquid soap that is suitable for females only, smells great and effectively protects against germs. \fTask 1: Soap Users Research Results Soap Suitability Preference Most Important Attribute l Suitable for the whole family I Suitable for only females l Suitable for only males l Suitable for only children Transform your hOd'l and mind 13% Make you feel pampered 24% Makesyour skin even tone 8% Protects effectively from germs 55% Task 1: Output - Based on the research results, describe the best soap to launch with to meet consumers needs: Task 2: - Your task is to now decide how best to support the launch of the new Lifebuoy soap you have designed in the market. - To achieve this you need to: - Come up for a compelling name for the Campaign - Develop an Activity Grid that details (1) the marketing activities you will undertake and (2) when in the month they will take place (assuming the product will launch in January) - taking into account the strict budget you have been given. Task 2: Activity Grid Guidelines - Total budget for the year: R19 million - Available activities and media rates: - TV: R1 million per month - Radio: R500 000 per month - Digital: R30 000 per month - Billboards around the country: R 300 000 per month - In Store Ladies who promote Lifebuoy in key stores around the country: R 20 000 per month - In-store posters & displays: R 15 000 per month - Sampling to get consumers to try our new soap: R100 000 per month - Unilever's Sustainability Initiative to change the hand washing behavior of 300 000 children each year: R10 per child - Stick within your budget or else your finance team will cancel everything! . You do not have to use all methods, you could spend all your money on a few methods or split your money across all methods. The choice is yours! Just be ready to explain WHY you made the choices you did! JAN FEB MAR APR MAY JUN JUL AUG SEP TOTAL OCT NOV DEC COST TV RADIO DIGITAL BILLBOARDS IN-STORE LADIES IN-STORE POSTERS SAMPLING SUSTAINABILITYTask 2: Example Activity Grid* . Below simply serves as an example of how to populate the activity grid, and by no means is the model