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$)$