Question 4 The Marketing manager at PnP would need to focus on planning for digital marketing and would need to have strong planning techniques in place. PnP management has decided to use The Phased Approach and requires a critical evaluation of the phasing approaches and substantiation of which approach will be chosen. Please assist the marketing manager in compiling this. Read the below scenario and then answer the questions that follow:Pick n Pay is targeting these types of shoppers as part of its new growthstrategyRetailer Pick n Pay says it plans to invest a further R2.5 billion to deliver on itsgrowth strategy over the next year. This will include a 'new space growth strategy'which focuses on increasing store footprint in the lower-to middle-incomecommunities of South Africa, it said on Wednesday (21 April) in its financialresults for the year ended February 2021."The group believes that this area of the South African retail market will deliver thegreatest growth over the medium- to long-term, driven by an expanding working-age population, urbanisation, and the ongoing formalisation of the informal market."The group is under-represented in this area, which provides a strong growthopportunity for its Pick n Pay Value and Boxer supermarkets," it said.Aligned with this strategy, Pick n Pay said it has converted 34 franchise stores intocompany-owned stores this year - including 22 value supermarkets.This will provide customers with a revitalised, modern and convenient shoppingexperience and delivering stronger trade performances and higher investmentreturns off a significantly reduced and tailored range, it said.Online pushPick will also integrate its various shopping channels into a new website as itprepares to stronger push into the online market, said chief executive, RichardBrasher."Our online business responded extremely well to cater for customers in thelockdown, doubling scheduled deliveries and click n collect orders," he said."We are now going to integrate our various online channels by launchingPicknPay.com. Customers will in future be able to shop seamlessly with Pick n Payanytime, anywhere and in whichever way they choose."The group's results show that online sales more than doubled over the year, with a 150% increase in active online customers."As a result of consistent levels of availability and good on-time delivery rates,customer satisfaction was up 8.5 percentage points year-on-year," Pick n Pay said."The combination of a strong and established digital platform, dedicated fulfilmentcentres and in-store picking, alongside a decade of detailed loyalty data, providesPick n Pay with a strong position from which to continue to drive innovation in e-commerce in South Africa."The pandemic has moved forward retailers' plans for online shopping, with Pick nPay's push set to take on Checkers' Sixty60 service and Woolworths Dash.Launched in December 2020, Woolworths Dash is a same-day delivery servicewhich is currently available in parts of Gauteng, the Western Cape and KZN.Checkers launched its Sixty60 app in 2019. The service allows customers to acceptdelivery within 60 minutes, or alternatively at a time that best suits them.Users can pay using a credit or chip-enabled debit card and shoppers can tracktheir order throughout delivery with real-time GPS tracking.

A business's marketing strategy acts as a well-constructed navigational map through the turbulent…

Question 4 The Marketing manager at PnP would need to focus on planning for digital marketing and would need to have strong planning techniques in place. PnP management has decided to use The Phased Approach and requires a critical evaluation of the phasing approaches and substantiation of which approach will be chosen. Please assist the marketing manager in compiling this.

Question 4 The Marketing manager at PnP would need to focus on planning for digital marketing and would need to have strong planning techniques in place. PnP management has decided to use The Phased Approach and requires a critical evaluation of the phasing approaches and substantiation of which approach will be chosen. Please assist the marketing manager in compiling this.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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