ASSIGNMENT QUESTIONS QUESTION 1 [40 MARKS] Absa “Africanacity” Case Study: “Rebranding one of South Africa’s biggest brands, Absa as a digitally-led bank in a sector undergoing massive change — and launching it into Africa after global partner, Barclays, withdrew — has been a momentous undertaking and one of the most talked-about brand relaunches that the continent has seen in recent years.
It’s required a deep dive into strategy and culture. It was about being brave, passionate and ready. Whatever the logo looked like, it had to speak to the community, be holistic, inclusive, a 360 solution, nurturing. We needed to create something that could permeate and amalgamate two distinct brands across Africa. A ‘oneness’ was key, a sense of uniting a continent of colleagues and customers; being one entity with people inextricably at our core.
The brand is intended to operate as a principle-based one, meaning that other creatives may take elements of the brand and adapt it and let it communicate as they need it to in other spaces. The bespoke colour palette developed has a wide range of ‘reds’ to allow for that creativity, or even climate impact on outdoor branding or colour variations in printing; it also provides a nuanced experience of the colour that isn’t absolute. Colours range from ‘passion red’ to ‘smile red’ to ‘surprise red’ and ‘calm red’. Absa represents “Africanacity”, which stands for entrepreneurial, pushing boundaries, flexible and expressive. It is a new mindset for the organisation, culturally.
The primary focus is on how customers engage with the brand and how the brand makes them feel. This is the culture for brands today and the new human-centred approach of Absa.” • Hinch, P & Narsi, Y, 2018, ‘Behind the Absa brand relaunch’, http://www.marklives.com/2018/07/by-invitation-only-behind-the-absa-brand-relaunch/ (accessed 20 July 2020) 1.1 What is the relationship between branding and marketing, and what is the significance of this relationship? Why would this be important for the Absa’s marketing department and team to consider at all times in their rebranding process? (10) 1.2 Argue the significance of a branding strategy and how does Absa’s differentiate it in the banking sector? (10) 1.3
What are the two advantages and disadvantages of marketing a South African bank like Absa in more countries on the Continent? Substantiate your answer. (12) 1.4 Describe four factors that influence consumer behaviour and how they influence marketers. (8) BBA3_MKT_ASG_2020. © Regenesys Business School 5 QUESTION 2 [40 MARKS] Identify a product you recently purchased and conduct the following analysis of it by • Taking a picture of the product and attach it to your submission; • Describing the marketing mix of the product is no more than one paragraph; • Identifying which parts of the marketing mix made this product better than other products that you could have picked, in no more than two paragraphs; and • Identifying which parts of the marketing mix can be improved by the marketers in no more than two paragraphs.
QUESTION 3 [10 MARKS] Mary is an entrepreneur who is having difficulty in determining to brand and the price of the products she wishes to supply to customers. Assist Mary by discussing the four-step process that is followed in determining to price. QUESTION 4 [10 MARKS] Choose any brand that in your opinion requires revitalisation. Devise a brand revitalisation strategy for this brand and explain how and why you would make the recommended changes. Total Marks: 100