MKTG 203 Strategic Marketing SEMESTER TWO 2023Java

Java Python MKTG 203 (04/ 11/2023 09:00) Strategic Marketing (Exam)

SEMESTER TWO 2023

MARKETING

Strategic Marketing

1   QUESTION ONE (25 marks)

Battery electric vehicles (BEVs) were first registered in New Zealand (NZ) in 2011. Since then, the uptake of BEVs has been slow. Government initiatives such as the electric vehicles program in 2016 and the clean car discount in 2019 have encouraged NZ consumers to purchase BEVs .

These initiatives have resulted in a lot more BEVs and a variety of BEV brands now being seen on New Zealand’s roads . Currently, BEVs make up almost 25 percent of all new car registrations (Ministry of Transport, 2023). Some recent research found that one of the reasons why some consumers are reluctant to make the change to a BEV is their unfamiliarity with this new technology, a lack of appropriate battery charging infrastructure and the cost involved.

a. At what stage of the Product Life Cycle (PLC) do BEVs as a product category seem to be in the NZ market? Justify your answer. Then, using your knowledge of the role of consumer learning when new innovations are introduced into a market, discuss why BEV technology has taken such a long time to be adopted by the NZ vehicle-driving population. [10 marks]

b. Imagine you have been asked by the Ministry of Transport to design a marketing

communications campaign to encourage Generation X consumers (i.e., those born

between 1965 and 1980) who are reluctant to purchase a BEV to reconsider their

position. Explain how and why you would use TWO traditional promotion mix eleme MKTG 203 Strategic Marketing SEMESTER TWO 2023Java nts to effectively communicate with this customer group. Also, discuss how social media could be integrated into your campaign. [15 marks]

2

QUESTION TWO (25 marks)

RJs is a NZ confectionery manufacturer based in Levin, New Zealand (NZ). RJs started in 1995   with the vision of making licorice-based confectionary “better than anything they could buy ”. Now, the company makes a wide range of confectionery products , which it sells through international stockists , on Amazon.com and through a local (NZ) network of distributors , including supermarkets and convenience stores , around the country. The company also has a physical (i.e., bricks and mortar) store in Levin where products can be purchased directly from the company. However, they do not sell products through their website. Instead, the website provides information about where customers can purchase products through resellers . RJs ’ website provides an email address and phone number for customers to use to communicate with the company. The website also provides links to its Facebook , Instagram , Tik Tok and Twitter pages and there is a sign-up page to join the RJs community to hear about “cool events , exciting news  and special offerings ”.

a. Pricing is an important component of the marketing mix . Explain why RJs is likely to

consider all four pricing approaches (i.e., demand, cost, profit, competition) when arriving at a final price. Then suggest TWO compatible pricing methods RJs is likely to use in the NZ supermarket context. [10 marks]

b. Using your knowledge of distribution strategies and buyer behaviour, explain the

approach RJs is using to get its products to market. As part of your discussion, assess the degree to which RJs is using a multichannel marketing approach