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Programme insights
Marketing opportunities are
everywhere, and when utilised correctly, they can deliver
significant business benefits. Our training programme provides an in-depth look at effectively blending the marketing mix
to develop impactful marketing strategies.
Cutting edge content that is facilitated by experts, with key focus on the following outcomes:
Understand and incorporate consumer needs, attitudes and behaviours through market research.
Identify industry position and threats posed by analysing competitors.
Develop a product and packaging strategy that considers product life cycles and positioning, and aims to grow market share.
Develop a pricing strategy that satisfies customer needs, while achieving organisational goals and supporting product positioning.
Develop a marketing communications strategy that promotes and differentiates the product, and creates brand equity.
Develop a distribution strategy that focuses on the best means to get their product into the hands of the consumer.
LONG STORY SHORT WHAT IS IN IT FOR YOU?
UNIT STANDARD:
NQFLEVEL: CREDITS: DURATION:
TRAINING DAYS:
PORTFOLIO BUILDING
DAY:
10069 5 28 5 DAYS 4 1
PROGRAMME INFORMATION
Creating Unforgettable Learning Experienceswww.nimico.co.za
Tertiary Degree
DO YOU TICK ALL THE BOXES?
MARKETINGMANAGEMENT
Basic AccountingManagement Experience
© Copyright Nimico Training
MARKETINGMANAGEMENT
Blending the Marketing Mix
HULA HOOP
Complete a Marketing Plan to ensure learning is taken back into the workplace.
YOUR LEARNING JOURNEY
Complete the “Chocolate Bar Marketing Challenge”.1
Receive a Post Training Infographic Mailer, with tips, articles and crucial conversations to apply back in the workplace.3
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If you select to complete the Portfolio of Evidence and are deemed competent, then you will receive a Certificate of Competence.
Our blended learning approach, allows for an engaging and interactive training session.
2CASE STUDIES INTERACTIVE
PRESENTATIONSVIDEOS DIALOGUES SIMULATIONSSCENARIO
CARDS
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CHOCOLATE BAR COMPANY CHALLENGE
A company that makes chocolate bars is looking to invest in a new chocolate barcreated by a team of young entrepreneurs. However, it has yet to fi nd an innovativeand exciting new product and brand that caters specifi cally to the market of ages 18-25. In addition to a new chocolate bar idea, the company would like market researchabout its feasibility before investing.
CONFECTIONERY AND CHOCOLATE: SA MARKET INSIGHTS FROM BMBMI Research has published bites of data from its various and latest annual reports into SA'sconfectionery and chocolate sectors...
ChocolateBMI's annual confectionery quantification report reveals some interesting chocolate facts.
Chocolate slabs are by far the most popular chocolate confectionery type in South Africa and hold anover 50% share of the market. Chocolate slabs lost some share to speciality chocolates in the base yearto contribute 52.4% to total volumes, reflecting a 3.7% share decline from 2009 levels. The chocolateslabs category returned to near pre-recession levels in 2014, with 8.6% growth recorded.
In 2010 growth in the specialty chocolate market was experienced across all three categories, withboxes, packets and novelty chocolates experiencing 38.5%, 16.2% and 36.3% growth respectively. Thecategory is expected to remain stable in the medium term. Several factors contributed to the goodperformance of the speciality segment. Increased manufacturer focus on boxes and novelty chocolate,notable growth was seen in the import market and new product launches in the boxes and packets.
With cocoa beans being the main ingredient used in chocolate, the commodity price of cocoa beans hasa major bearing on the performance of the category. The price of chocolate slabs remained fairlyconstant in 2014 but was expected to rise in 2015 due to political unrest in Ivory Coast; the world’slargest cocoa producer. The price of cocoa hit a new high in February 2015 driven by a ban imposed oncocoa exports.
The rise in ingredient costs has already seen chocolate giants reducing slab sizes, both internationally andlocally, in a bid to remain profitable. In the British market, 2015 will see further reductions of popularfavourites with Toblerone expected to shed off one triangle and Dairy Milk bars expected to lose a fewchunks. The reduction in size is not only price driven but health driven with smaller portion sizesexpected to help tackle the obesity epidemic.
CHOCOLATE BAR COMPANY CHALLENGEA company that makes chocolate bars is
looking to invest in a new chocolate bar
created by a team of young entrepreneurs.
However, it has yet to fi nd an innovative
and exciting new product and brand that
caters specifi cally to the market of ages 18-
25. In addition to a new chocolate bar idea,
the company would like market research
about its feasibility before investing.
CHOCOLATE CONFECTIONERY TRENDS IN SOUTH AFRICA
Chocolate confectionery continues to feel the effects of the recent economic downturn. The category
is impulse and indulgence-driven, rather than a nutritional/staple in terms of food type and this is the
first “luxury” that consumers forgo, when disposable income is reduced. Many manufacturers are
reducing the sizes of their tablets, in order to keep unit prices stable and encourage consumer
spending. When consumers do make a purchase, they tend to choose tablets over countlines, as they
offer greater value for money.COMPETITIVE LANDSCAPEWith a 42% value share, Cadbury South Africa leads chocolate confectionery in 2015. Its leading count-
line brands include Cadbury Lunch Bar, PS and Chomp, but top spot goes to its leading tablet, Cadbury
Dairy Milk, which commands an 11% share of overall chocolate confectionery value sales. Nestlé South
Africa accounts for 23% of sales, with brands such as Bar One and Kit Kat contributing to its share.
Beacon Sweets & Chocolates, part of Tiger Brands, ranks third with a share of 8% in 2015.
PROSPECTSInnovation will continue to be a key driver of growth, within chocolate confectionery, over the
forecast period. Whilst this may be in the form of being more indulgent, there may also be a move
towards “healthier” options, where consumers can indulge without the guilt
Chocolate Bar Company
CELL PHONE BRANDS
Marketing Across Generations Worksheet
Generation Product Offerings Core Message Method of Promotion
The People Mix focuses on both an internal business function of customer service as well as an external business function of understanding consumer behaviour. This provides the organisation with a competitive advantage and helps it to successfully market to its target.
The Product Mix focuses on the organisation’s complete set of product offerings and their positioning within the market. Key considerations are that a product should add value, be sustainable, not be easily copied and innovative in design as well as packaging.
The Price Mix relates directly to the organisation’s profitability and should always satisfy customer needs, achieve financial goals, fit the realities of the market place, support product positioning and be consistent with other marketing mix elements.
The Promotion Mix focuses on all messages and related media used to communicate the product within a market. In order for the organisation to set itself apart, different approaches are needed for each medium to be successful.
The Promotion Mix focuses on all messages and related media used to communicate the product within a market. In order for the organisation to set itself apart, different approaches are needed for each medium to be successful.
You recently took part in a learning journey with Nimico by completing the Marketing Management training programme, to better understand the 5P’s of the marketing mix, in order to write an effective marketing strategy.
This training programme was incredibly in-depth, let’s recap the 5P’s of the marketing mix…
www.nimico.co.za
We would love to hear from you! Drop us a line should you need any support in this journey or even if you would like to let us know how you have incorporated what you have learnt. We can all learn from each other. If you’d like to get in
touch, click here or connect with us on our Facebook page.
Marketing is a contest for people’s attention.Seth Godin
THE PEOPLE MIX
THE PRODUCT MIX
THE PRICE MIX
THE PROMOTION MIX
THE PROMOTION MIX
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3
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QUOTABLE QUOTE“Spending energy to understand the audience and carefully crafting a message that resonates with them means making a commitment of time and discipline to
the process.” – Nancy Duarte
CRUCIAL CONVERSATIONS“What does your organisation’s brand stand for?”“Has a credible and reputable brand been built?”
“What are the current marketing trends in your industry?”
LISTENHBR’s Sarah Green interviews Sandeep Baliga and Jeff Ely, professors at the Kellogg School of Management and Northwestern University,
regarding the interesting psychology behind pricing. Listen here.
BEST PRACTICE!See how South Africa’s largest eTailer, , does it, here!
READ
PODCAST
You can find the article attached to this mail
PUTTING IT ALL TOGETHER…
The common thread which tied the marketing mix together during your marketing learning journey was the Chocolate Bar Company challenge.
You have now been prepared and have gained the necessary practice to implement the marketing mix.
In order to stay motivated and start implementing what you have learnt back in the workplace, you have been tasked with developing your own marketing plan. A marketing plan template has been attached this mail.
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For as long as buyers and sellers have been exchanging goods, services and information, there has been a need for marketing. Marketing professionals have had to stay ahead of an ever evolving landscape as technology changes and advances and is no longer limited to a small segment of the population. The world has become faster paced and marketers have to keep up, constantly changing with the time, as the effectiveness of marketing methods wax and wane. Successful marketers will see this as a challenge and opportunity.
Let’s take a brief look at the history of marketing and marekting media, in the South African context.
MARKETING: THE EVER EVOLVING LANDSCAPE
World News1450: Gutenburg invents a moveable type machine, making mass printing possible. The era of mass marketing emerges.
In the 1950’s, the marketing concept emerged where businesses adopted the philosophy of orientating itself completely toward its customers. Market research began allowing businesses to sell what the consumer wanted rather than talking them into buying what they didn’t want. The Marketing Era was born.
In the 1920’s the active pursuit of sales (salesmen) and talking the consumer into purchasing an item they didn’t really need (sales pitch) emerged. The Sales Era was born.
SA News1730’s: Magazines emerge as a medium.1800’s: Newspapers serve as a predominant medium in South Africa.
World News
1923: First experimental radio broadcast in SA. Traditional media (newspaper and radio) still has enormous reach in South Africa.1941: First television advertising recorded in the United States for Bulova watches.
Outbound Marketing: consumers are sought
out and products and services are pushed onto
them.
SA News1950’s: Drum magazine is born and became the most widely read magazine in Africa, at the time.
INTRODUCTION
“Mass marketing is a makreting philosophy and method in which a single, wide-ranging marketing strategy is developed to target the greatest number of people, rather than one designed to target each specific population segment.”– Business Dictionary
“Don't find customers for your products, find products for your customers.” – Seth Godin
© Copyright Nimico
8
The Digital Age continues to change the marketing landscape with its emerging
technologies.
SA News1995: Search engine marketing.1998: Blogging emerges.“Since the year 2000 South Aifcra sees a 120.8%
growth in Internet usage.World News 2003: The social media revolution begins.
SA News2005: The DStv PVR decoder is launched.
Viewers are able to skip advertisements entirely.2010: The switch from cellphone to smartphone begins.
62% of South African adults, with a per capita income of less than R5
per day, personally own, rent or have use of a cellphone.“By 2010, only 0.1% of the South African population
active on Twitter!”Use of mobile internet services explodes.
2012: Social media breaks barriers in South Africa.
Marketing and innovation produce results; all the rest are costs.
“Marketing is the distinguishing, unique function of the business.”
– Peter Drucker
The marketing landscape continues to evolve. The South African marketing landscape might have lagged behind previously;
however, with globalisation and the rise in the use of the internet and inbound marketing, it will also no doubt trend toward a
more interactive, two-way communication between consumer and brand. Gone are the days of tricking the customer into buying
a product or service. Technology has created customer choice, and customer choice is altering the market place.
INTRODUCTION
The South African Media Landscape 2014 study, produced by technology market researchers World Wide Worx and
Information analysts Fuseware, shows that 95% and 92% of South Africa’s biggest brands are using Twitter and
Facebook respectively. Just over half of these brands intend increasing their social media budgets.
Mike Wronski, managing director of analytics comp any Fuseware, says “Content marketing and influencer marketing
are two big trends corporates are embracing as the market matures. For the brands, this makes social media more
challenging than ever before, but it is going to enhance the consumer experience of social networks.”
© Copyright Nimico
10
SALES VS MARKETING
Often the terms sales and marketing are used interchangeably and occasionally both of these functions are accomplished by the
same person or group, particularly within a small or start-up business. Unfortunately, most times there is no love lost between
Sales and Marketing and they are rivals in comparison to their peaceful co-worker departments such as HR and IT. The functions of
Marketing and Sales are defi nitely related, but different. The difference comes in that they each have different goals, motivations
and tools within the business process. A quick guide has been provided, below, to differentiate the two departments.
SALES vs MARKETING
GOAL √ Convincing prospective customers to buy.
√ Facilitating the buying process.
√ Link to Marketing: Sales is Marketing’s direct channel of
distribution.
GOAL √ Defi ne the product.
√ Defi ne who needs the product.
√ Defi ne how to get the product to the consumer.
√ Defi ne the price the consumer is to pay for the product.
MOTIVATIONTo close the deal and generate more leads.
MOTIVATIONDrive leads and show value through marketing strategies.
Technology has evolved both Sales and Marketing’s processes and opened up opportunities for change to both.
SALES ON MARKETING
Sales gripes with marketing could include:
√ Marketing provides cold leads
√ Marketing provides bad customer and product fi t
√ Marketing takes credit for a sale. MARKETING ON SALES
Marketing’s gripes with sales could include:
√ Sales miss opportunities by not putting in the effort with
solid leads provided.
√ Sales prefer their own leads.
√ Sales do not accurately portray the product as they tend to
modify the message.
√ Sales takes credit for a marketing lead.
WHAT ARE SOME OF SALES TOOLS?
WHAT ARE SOME OF MARKETINGS TOOLS?
Print Media
Phone
Customer
Relationship
Management
Print Media
Meetings
INTRODUCTION
© Copyright Nimico
© Copyright Nimico Training
MARKETINGMANAGEMENT
Blending the Marketing Mix
COCA COLA
VW BEETLE
5 Complete the Marketing Management Portfolio of Evidence.
