FORMATIVE ASSESSMENT $2[100$ MARKS$]$

Read the scenario below and answer ALL the questions

Shoprite's foray into fashion

In the first quarter of $2023,$ the Shoprite Group announced entry into the clothing retail business when they launched a new

clothing brand UNIQ, and opened the doors to its first standalone fashion store in one of South Africa$$s major city. To date,

the positioning of the UNIQ brand remains verge and obsequie. Although sales are increasing steadily, management is not

happy that their rand does not resonate with any particular market segment. You are now invited to provide advice on how

to position the new UNIQ brand and ensure spontaneous growth.

Question $1(25$ Marks$)$

Shoprite Holdings is already a diversified brand offering before the addition of UNIQ. Utilise the Ansoff Model to assess

Shoprite Holdings recent expansion drive.

Question $2(25$ Marks$)$

The media stated that the UNIQ brand caters to the whole family yet marketing practitioners claim that $$A product for

everybody is a product for nobody.$$

Analyse the foregoing statement, before demonstrating how to perform a segmentation, targeting and positioning $($STP$)$

process. Suggest suitable target segment$/$s or target market$/$s for the UNIQ brand.

Question $3(25$ Marks$)$

Marketers usually introduce a new offering to the market using a market penetration or a market skimming pricing strategy$$

a situation not clear for the new brand.

Fully examine the two market$-$entry pricing strategies and advise Shoprite Holdings management if the UNIQ brand adopted

any one of the two strategies.

Question $4(25$ Marks$)$

Coming up with a brand name is a rigorous exercise. Organisations spend time and money before they can settle on a

specific brand name.

$4\mathrm{.}1$

With the foregoing statement in mind, appraise five $(5)$ key brand$-$name selection considerations to be able

to judge if UNIQ was a well thought out name.

$(13$

Marks$)$

$4\mathrm{.}2$

International brands seem to possess similar characteristics. Discuss six $(6)$ characteristics of a good

brand name with reference to UNIQ.

$(12$

Marks$)$

Question $1$ Shoprite Holdings is already a diversified brand offering

before the addition of UNIQ. Utilise the Ansoff Model to

assess Shoprite holding recent expansion drive.

Student must utilise the

relevant marketing strategies to

explain growth opportunities.

$25$

Question $2$

The media stated that the UNIQ brand caters to the whole

family yet marketing practitioners claim that $$A product for

everybody is a product for nobody.$$

Analyse the foregoing statements, before demonstrating

how to perform a segmentation, targeting and positioning

$($STP$)$ process. Suggest suitable target segment$/$s or

target market$/$s for the UNIQ brand.

Students should perform a

segmentation, targeting and

positioning $($STP$)$ process.

$25$

Question $3$ Marketers usually introduce a new offering to the market

using a market penetration or a market skimming pricing

strategy$$ a situation not clear for the new brand.

Fully examine the two market$-$entry pricing strategies and

advise Shoprite Holdings management if the UNIQ brand

adopted any one of the two strategies.

Student to discuss and

recommend a suitable market

entry pricing strategy for the

new entrant.

$25$

Question $4$ Coming up with a brand name is a rigorous exercise.

Organisations spend time and money before they can

settle on a specific brand name.

$4\mathrm{.}1$ W ith the foregoing statement in mind, appraise five

$(5)$ key brand$-$name selection considerations to be

able to judge if UNIQ was a well thought out name.

$(13$ marks$)$

$4\mathrm{.}2$ I n ternational brand seem to possess similar

characteristics. Discuss six $(6)$ characteristics of a

good brand name with reference to UNIQ.

$(12$ marks$)$

$4\mathrm{.}1$ Students should

demonstrate knowledge of key

brand$-$name selection

considerations.

$4\mathrm{.}1$ Students should assess

characteristics of a good brand

name.

$25$