Bonang Home of Shisanyama venture.

Bonang Malope has developed a custom-built offering designed to capture the appetites of LSM 3 to 6 consumers. Menu items include pap and vleis, boerewors, Russian sausages, stews, flame grilled and fried chicken, burgers, mash, chips, soft serve ice-cream and a range of carbonated soft drinks. Price points are under R20 (twenty Rand) and the 'tummy-fill' factor is paramount to this offering. The Bonang Malope Group has never directly participated in the LSM 3 to 6 market segment in a meaningful and focused manner, but in line with the organisations ambition to constantly innovate and

broaden portfolio offering, It has identified a sector with vast potential. Developing a new concept has demanded a totally new mind-set in terms of site selection, trading format, the look and feel of the brand, its core offering, pricing, procurement, and how it will market it." "While consumers in the LSM 3 to 6 category have limited disposable income, they do buy 'out of home' meals on a regular basis, and these meals are often the main meal of the day. Despite the limited individual spend, the sheer volume of the target market is enormous," Malope notes. In 2010 Bonang Malope Group acquired the trademarks and franchise agreements of Black steer - restaurants which have either closed, or the Group has converted, or is in the process of converting to

an alternate and appropriate Famous Brands' brand. "The Black steer vehicle was thus available for use," comments Malope. "The imagery of the black steer is extremely powerful and its association with flamed grilled red meat is obvious. The brand has adopted the best elements of the original branding and revitalised them for this purpose."

Malope says, "This offering positions the organisation in both the lower-end branded food service category as well as the 'unbranded' sector which includes operators ranging from street vendors and informal traders to traditional food retailers selling hot meals. Research shows that consumers will gravitate to an offering that is fresh, has home-cooked flavour, and is quickly and hygienically prepared. The organisation has taken those elements and combined them with an appealing branding, sociable setting centred around communal seating and eating. We are cognisant that we should not underestimate this market's awareness of brands which combine value with quality, and our ambition is to build a strong brand that is top of mind and delivers on that value quality offering." "The key elements of Black steer's business model are compelling: including low set-up costs, low rentals, and limited staffing. The trading format is primarily Quick Service take-away with limited seating, catering for customers seeking a convenient, substantial meal. Restaurants will be situated in urban areas where there is a high concentration of LSM 3 to 6 workers," he notes, "We are tremendously excited

about the prospects for this new brand."

Source:https://www.moneyweb.co.za/archive/famous-brands-enters-entrylevel-market/

Bonang Malope wants to start her own food Shisanyama business outlet once the corona Virus Pandemic is over. She has approached you as a marketing consultant for some marketing advice.

Explain to her:

A) The significance of packaging and branding in reference to this type of business.

B) Using Porter Value Chain generic theory, explain to Bonang which set of activities is the firm to perform in order to deliver a valuable product