SECTION A

$[100$ MARKS$]$

Read the article below and answer ALL the questions in this section.

Mzansi's number $1-$ Bull Brand launches three new ready$-$to$-$eat mince products

One of South Africa's most iconic food brands, Bull Brand, has launched three new ready$-$to$-$eat canned mince meals, perfect for tight budgets, food on$-$the$-$go and students. The new ready$-$to$-$eat mince meals include Bolognaise Mince, Chilli Mince and Savoury Mince, in addition to the popular Curried Mince launched last year, giving South Africans four delicious ways to mince and match with a starch of their choice.

For $67$ years, Bull Brand has been providing South Africans with a real meaty taste and remains Mzansi's number $1$ canned meat product. The introduction of these new canned meals comes at a time when consumers are strapped for cash and looking for value, nutrition and convenience.

"The new Bull Brand products have the great meaty taste in a heat and eat, ready$-$to$-$eat format with no pork, no added MSG$,$ low in fat and a source of energy and dietary fibre," says Wendy Roman, Bull Brand Manager. "The new variants are great value for money and are super versatile either eaten on their own or with a starch of choice for a full meal."

"The products are perfectly sized as a meal for one or for two when added to either pasta, rice, potatoes, pap or in a wrap and they deliver tasty nourishment from can to plate."

Roman explains that the latest extension to the Bull Brand product range came after the successful launch of the Bull Brand Curried Mince variant.

"The new range has been developed for consumers who want a convenient and easy mealtime solution, but are looking for nutrition, quality and taste," Roman says. $"$In addition, our popular Meatballs range has also been revamped with an exciting new look."

$"$We find ourselves in a time when it is important that we make every cent count $-$ consumers are looking for convenience and value around mealtimes," she says. "Finding pantry essentials to stock up on is important for these mealtimes, and offering quality, value and convenience is what we have become known for."

The Bull Brand mince products come in a $400$ g can and the RSP is R$32.$

Source: Retail Brief Africa. $(2024).$ Mzansi's number $1-$ Bull Brand launches three new ready$-$to$-$eat mince products. Available at:

$($Accessed $18$ September $2024).$

QUESTION $1$

$(25$ Marks$)$

Macro$-$environmental forces affect all firms and greatly influence marketing opportunities and activities in the industry. With that being said, analyse how economic and demographic factors played a role in the launch of Bull Brand's three new ready$-$to$-$eat mince products. Support the answer with relevant examples from the article.

QUESTION $2$

$(25$ Marks$)$

Innovation is vital to remaining competitive and profitable while aligning with customer needs to gain a competitive advantage. Considering this, discuss the concept of innovation that Bull Brand leveraged to successfully introduce three new pre$-$cooked ground meat products.

QUESTION $3$

$(25$ Marks$)$

Once a new product is launched, it is important to monitor its lifecycle to make crucial decisions and develop strategies regarding advertising budgets, product prices, and packaging. Keeping this in mind, outline the critical factors that should be managed during the introduction phase of three new pre$-$cooked minced meat products in the product life cycle.

QUESTION $4$

$(25$ Marks$)$

The article indicates, "The Bull Brand mince products come in a $400$ g can, and the RSP is R$32."$ Based on this note, discuss the THREE $(3)$ pricing approaches considered part of the pricing strategy.