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15 b apply the different strategies which could be

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(15) b. Apply the different strategies which could be used by Distell to change the current attitudes of customers towards Klipdrift. (10) [25]
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MND204T/201 7 MEMORANDUM QUESTION 1A i) The type of reference groups are discussed on p31 in the study guide and in section 5.2.1 in the textbook. Formal and informal reference groups 9 9 Primary and secondary reference groups 9 9 Membership and non-membership groups 9 Aspirational groups 9 Dissociative groups 9 (1 mark to be awarded for a discussion on each of the types of reference groups, additional marks to be awarded as indicated above) ii) How Distell could use reference groups Distell could show people that work together drinking Klipdrift after work in their promotional material. 9 Distell could show friends/families drinking Klipdrift in their promotional material. 9 Distell could show that people from different countries enjoy Klipdrift. This will show the influence that the secondary reference group has. 9 Distell could show that members from a gym/student body enjoy Klipdrift and that other individuals/groups could model their behaviour on that of the group regardless if the individuals are members of the group or not. 9 Distell could show people that are rich/well-off enjoying Klipdift, as an indication of the aspirational reference group. 9 (1 mark is allocated to each discussion on the application of the theory to the given Klipdrift case study) QUESTION 1B Maslow’s hierarchy of needs classification is discussed on p47 in the study guide and section 8.3.1 in the textbook. i) Hierarchy details: Physiological needs 9 Safety needs 9 Belonging needs 99 Ego needs 99 Self-actualisation needs 9 9 (1 mark each for the discussion on each of the needs as is in the hierarchy. Additional marks to be awarded as seen above) ii) How the hierarchy of needs could be used by Distell in the marketing campaign Distell could show Klipdrift as a basic/physiological needs product, for example by showing a stranded person on an island choosing Klipdrift over water. 9 Klipdrift is not a product that can be associated with safety needs, but a disclaimer about the safe us of the product could be indicated here in this case. 9 Klipdrift could be portrayed as a product that should be shared with friends indicating the belonging needs can be satisfied by sharing Klipdrift amongst friends. 9
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MND204T/201 8 Klipdrift could make use of the ego needs by showing the product being used by people of a certain status or show the product as a reward for la day on the golf course to show that the product could convey the feeling of accomplishment. 9 Klipdrift could be shown in an environment where people are on a yacht enjoying the drink while travelling around the world. This could show the need for self-actualisation being satisfied. 9 QUESTION 2 The perception process is discussed on p42 in the study guide and section 7.2.2 in the textbook a) Stages in the perceptual process: Exposure Definition 9
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