6 of 7 Question Wobetsi Case study: You are an executive trainee of a leading consultancy in Ghana. Your duty is to plan, develop and direct brand building efforts for a particular brand or product. Your company has just signed a very important contract with a Ghanaian brand (Wobetsi) that has sight for the international market. Your company has decided to give you the responsibility to complete successfully this contract. Your customer, Wobetsi, decided to top the Ghanaian Alcoholic beverage market, as it believes it can be very profitable to do so. However, Wobetsi does not have enough knowledge of the Ghanaian culture and Ghanaian consumer behaviour to define a clear branding strategy. It is your role to define the brand positioning strategy for Wobetsi who wants to become the first Ghanaian Alcoholic beverage brand of the country. Background information is there to help you; it is not exhaustive information, you will have to conceptualize complementary information or to document yourself in order to achieve your objectives. Background information Wobetsi is an Atadwe Ginger Spirit drink. It is currently one of the most sought after drinks on the Ghanaian market. This is due to its undeniably unique taste and components. It is important to note that this unique drink is sourced from protected Herbal Products and exceptionally treated with High Tech Purification System. Indeed the process right from extraction to packaging to distribution is outstanding. With revenue in the alcoholic drinks market amounting to US$1,587,868m in 2020 and the market expected to grow annually by 3.5%, the parent company of Wobetsi wants to benefit. The data available indicate that alcoholic beverage use on the rise for young adult demographic. Total consumer spending on alcoholic beverages in Ghana in the 1* quarter of 2020 prior to lockdown was about 5.4 billion Ghana cedis. Requirement: a) Guided by the brand positioning guidelines, design an aggressive but wise branding strategy for Wobetsi 20 marks b) As a trainee consultant, you have been asked to recommend any of the personalisation and integration approaches. Explain briefly. 10 marks