We wanted to showcase south african truisms such as

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“We wanted to showcase South African truisms, such as small-town hospitality, and how people in small towns will look after you,” says de Villiers. Four years ago, Klipdrift decided to open the brand up to a wider market, “though there has always been a dedicated following — everyone has heard the joke: 1 litre Klipdrift, 2 litres Coke and 3-litre Cortina! “We wanted to relaunch Klipdrift as a new South African icon. We were given licence to play with the fondness of the brand and to use this to assume leadership as the leading brandy in South Africa.” Distell brand development manager Sacha du Plessis says the partnership between Klipdrift and FCB goes back four years and the decision to use De Villiers and his team was based on his previous successes such as the famous Polka campaign. Du Plessis says of de Villiers: “He has a talent for uncovering local truths and delivering them with magical flair.” By sponsoring the Klein Karoo Nasionale Kunstefees, De Villiers hopes to give the Klipdrift brand “a bit of kop”. The friendly Frikkie ad captures this while speaking to a broad, specifically South African, audience. The line that has really penetrated viewers’ minds is “met eish”. Du Plessis says that the success of this line came about quite by accident, but it is already being used in the latest billboard campaign. Although the ad was for Klipdrift Export, the overall benefit to the other Klipdrift brands has been spectacular, he says. Adapted from: http://www.sundaytimes.co.za/articles/article-topbrands.aspx?ID=ST6A139487
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MND204T/201 6 QUESTION 1 a. Reference groups can be defined as any person or group that serves as a point of comparison or reference for an individual consumer in forming certain values, attitudes and behaviour patterns. (i) Explain the different reference groups that customers can use. (7) (ii) Illustrate how Distell could use reference groups to market Klipdrift. (5) b. Motives can be classified into various approaches. One approach most often used is Maslow’s hierarchy of needs. (i) Examine Maslow’s hierarchy of needs. (8) (ii) Demonstrate how Distell could use Maslow’s hierarchy of needs in the marketing campaign of Klipdrift. (5) [25] QUESTION 2 Perception is the process by which we interpret stimuli to give meaning to the world around us. Distell needs to ensure that their advertising messages are perceived as intended. a. Discuss the four (4) stages of the perceptual process. (15) b. Apply the stages of the perceptual process to the way customers will process the Klipdrift advertising campaign . (10 ) [25] QUESTION 3 Customer attitudes can be changed by making use of certain attitude changing strategies. a. Identify and discuss the strategies which could be used to change customer attitudes.
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