FORMATIVE ASSESSMENT $2[100$ MARKS$]$

Read the scenario below and attempt ALL the questions that follow

Why is Peter Stuyvesant still one of South Africa$$s most valuable brands?

Faced with a possible band from advertising on national media in Indonesia, Peter Stuyvesant would like to know why the

brand has remained resolute under similar circumstances in the South African market. Measured by the South African

brand watch company, Brand Finance Directory, the financial value of Peter Stuyvesant is growing, despite there, having

been no tobacco advertising and sponsorship activity for the past $25$ years in South Africa. The $2024$ rankings were

published recently saw Peter Stuyvesant climb into the top $30$ of Most Valuable Brands in South Africa. As a marketing

strategist in South Africa, the CEO for Peter Stuyvesant Indonesia requires your input on the following.

Question $1(25$ Marks$)$

Advertising and sponsorship are significant industries that not only support brands and jobs but also contribute to economic

development even in South Africa. Provide evidence to support this assertion and discuss the reasoning behind banning

tobacco advertising and sponsorship activities.

Question $2(25$ Marks$)$

In $2024,$ Peter Stuyvesant remains one of South Africa$$s most valuable brands according to the Brand Finance Directory.

Analyse the factors contributing to the enduring value of the Peter Stuyvesant brand in South Africa despite the decline in

tobacco advertising and changing societal attitudes towards smoking. Among other factors, assess how the brand$$s

strategic marketing communication and historical legacy have influenced its continued success in the market.

Question $3(25$ Marks$)$

Despite the ban on tobacco advertising and sponsorship activities that took effect in early $2021$ in South Africa, advertising

still occurs in some capacity. Identify up to five consumer touchpoints to analyse brand communication techniques.

Question $4(25$ Marks$)$

Many tobacco marketing companies are shifting from traditional cigarettes to vapourisers or e$-$cigarettes.

$4\mathrm{.}1$ In the context of the foregoing statement, use a consumer adoption process model to demonstrate how

Peter Stuyvesant new products can be adopted.

$(10$

Marks$)$

$4\mathrm{.}2$ Provide clear recommendations for Peter Stuyvesant to accelerate the acceptance of e$-$cigarettes or vapes

using the Diffusion of Innovations model.

$(15$

Marks$)$

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