ASSIGNMENT 2 ND SEMESTER : PRODUCT MANAGEMENT (PM) PRODUCT MANAGEMENT (PM001)

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1 Page 1 of 16 ASSIGNMENT 2 ND SEMESTER : PRODUCT MANAGEMENT (PM) PRODUCT MANAGEMENT (PM001) CHAPTERS COVERED : CHAPTERS DUE DATE : 3:00 p.m. 19 AUGUST 2014 TOTAL MARKS : 100 CASE STUDY ARTICLE : BLUE RIBBON BREAD : BUILDING BRANDS IN EMERGING MARKETS INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS The complete Instructions to Students for Completing and Submitting Assignments must be collected from any IMM GSM office, the relevant IMM GSM recognised additional tuition centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes. 1) You are required to submit ONE assignment per subject. 2) The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination, however, the examination papers will count out of 100%. 3) Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam. 4) Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and module at the top of each page. 5) The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 2500 words, excluding the bibliography. Students who exceed the word limit may find that only part of the submitted assignment will be marked. 6) A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment. 7) Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM. 8) The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 19 August Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 19 August 2014 and up to 5:00 p.m. the following day, after which no assignments will be accepted. 9) If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked. Results will be available on the IMM GSM website, on Friday, 3 October 2014.

2 Page 2 of 16 SPECIFIC INSTRUCTIONS: 1. Answer ALL the questions in detail. 2. Use your own words to answer the questions! 3. Read each question carefully to determine exactly what is required before attempting the answer. 4. Answers must be set out in a systematic way under appropriate headings and sub-headings. Number your answers clearly. 5. Do not simply give theoretical discussions. Practical application is essential for all questions and should form the bulk of your answers. 6. Take note that 10 marks are allocated to the presentation and layout of your assignment. 7. Make sure that you give a bibliography at the end of the assignment and provide references in the body of your answers where you have referred to other sources. Use the correct referencing method (Harvard system). 8. All answers must be based on the attached case study on Blue Ribbon bread or the article entitled Building brands in emerging markets 9. Refer to the Blue Ribbon bread website ( for more information on the product in the case study. (Questions 3 & 4) 10. References are to the prescribed textbook: Trott, P., Innovation Management and New Product Development. 5 th ed. Harlow: FT Prentice Hall. Answer ALL of the following questions after having read the attached case study on Blue Ribbon bread or the article titled Building brands in emerging markets. You are also advised to research the companies in question in more detail to enable you to give more insightful answers. QUESTION 1 [36] A concept that appears quite frequently in any discussion relating to product development is that of product platforms. A product platform can be defined as, a set of subsystems and interfaces that form a common structure from which a stream of derivative products can be efficiently developed and produced.

3 Page 3 of 16 Required: Research the topic of product platforms further in order to gain greater insight into the topic and how it links into the topic of product planning. Structure your answer broadly around the following headings: 1.1 Fundamentals of product platforming (12) 1.2 Benefits derived from product platforming (4) 1.3 Challenges of product platforming (4) 1.4 Distinctiveness versus commonality (4) 1.5 Platform planning and product planning (12) Provide practical examples throughout your discussion of each section. (Note: It is essential that you conduct further research on this topic. You will not find sufficient depth of information in the prescribed textbook. Consult additional textbooks, read articles, and conduct Internet searches, when researching this topic. Use the correct referencing method.) QUESTION 2 [12] Read the article titled building brands in emerging markets before answering this question. The article identifies three key differences between consumers in emerging and developed markets (highlighted in the article below). Required: With reference to the three key differences between consumers in emerging and developed markets, explain how you think these differences will affect a product s positioning, and the brand strategy that is followed. (Hint: Read the relevant sections in Trott (2012, Chapter 11) carefully before answering. Make sure that you refer to the theory and the article in your discussions.) QUESTION 3 [12] A wide variety of options are available to organisations for growing their business. One of the simplest ways of identifying the variety of growth options available, is to use Ansoff s directional policy matrix. This well-known matrix combines two of the key variables that enable a business to grow: an increase in market opportunities, and an increase in product opportunities. Required: With specific reference to Blue Ribbon bread and the story given in the case study, explain the growth strategy pursued by Blue Ribbon. Describe the theory behind the strategy and then describe how it has been applied to the new Blue Ribbon bread range.

4 Page 4 of 16 (Hint: Search for more information on the product on the product s website, and go to stores to see the product in the retail setting in relation to its competitors (if possible). Additionally, research the topic of growth strategies in more detail to gain more information regarding each growth strategy option.) QUESTION 4 [30] Chapter 13 in Trott (2012) deals with the topic of packaging. One of the basic principles of packaging is identification which includes labelling. Labelling in the book is explained in terms of generic types of information that has to be provided on a label. South Africa introduced new food product labelling regulations in Required: Research the topic of food labelling in South Africa and the new rules and regulations that have to be adhered to. Relate your discussion to Blue Ribbon bread and the requirements for the packages of its bread products. You should focus your discussion broadly on the following headings (although not limited to): 4.1 Overview of labelling concept (6) 4.2 Mandatory information (6) 4.3 Prohibited information (6) 4.4 Advantages of labelling regulations to consumers (6) 4.5 Disadvantages of labelling regulations to consumers (6) (Note: It is essential that you conduct further research on this topic when answering this question. You will not find sufficient information in the prescribed book. Consult additional textbooks, read articles, and conduct Internet searches when researching this topic. Use the correct referencing method. You should also, (if possible) obtain a bag of Blue Ribbon bread in order view the information that is included on the packaging for the bread.) PRESENTATION [10] ASSIGNMENT TOTAL: 100

5 Page 5 of 16 CASE STUDY: BLUE RIBBON BREAD ALL NEW BLUE RIBBON BREAD Blue Ribbon is the flagship bread brand of Premier Foods Pty (Ltd), one of South Africa s major milling companies and producers of staple foods. Blue Ribbon bread is taking the bread world to a whole new level with a bold new look and premium range extension set to shake up the category and create fresh new consumer interest. As of September 2013, the bread section will be much brighter as Blue Ribbon introduces a radical makeover with improved packaging, elevated quality and a broader range with clearly communicated health and lifestyle benefits to meet the needs of the market. For over a century Blue Ribbon has been a tried and trusted South African staple delivering great quality bread. Maintaining a brand that is an icon in its category depends on its evolution in synergy with consumer trends. Blue Ribbon now offers fresh new lifestyle options, and the opportunity to trade up from the basic premium white and brown loaf, explains Ryan Curling, Blue Ribbon Brand Manager. Besides a further boost in quality across the range, the enticing new packaging and occasional positioning will make buying decisions clearer and easier. Blue Ribbon was inspired by three key megatrends in developing this latest innovative revamp: Customisation. One bread does not fit all within our fast-paced and diverse market. The new Blue Ribbon range is customised to the lifestyle of our varied consumers allowing pick and choose solutions to cater for more individual needs. Fix it for me. The new Blue Ribbon range fixes daily irritations to make life a little easier by solving consumer problems with clever and comprehensive eat-on-thego solutions. More in One. From basic white and brown bread to value added multi-nutritional loaves, the new Blue Ribbon range offers clear multi-functional benefits.

6 Page 6 of 16 The introduction of the new Blue Ribbon range is supported by large-scale investment to make every consumer touch point impactful, memorable, and likeable. The launch campaign includes extensive above the line advertising including a television, radio, outdoor and transit TV campaign as well as mobile communications on the Blue Ribbon delivery fleet and taxis. Merchandising and point of sale will match the colourful new packaging and is set to brighten up stores both on and offshelf. A NEW LOOK FOR AN ICONIC SOUTH AFRICAN BRAND For over a century Blue Ribbon bread has been part of people s lives and we pride ourselves on continuously satisfying consumer s needs. So after: eating one too many squashed beyond recognition toasted sandwiches, watching one too many confused mother s staring blankly at bread shelves, seeing one too many mangled sandwiches squashed into too many lunch boxes, Blue Ribbon took up the challenge to develop THE ULTIMATE BREAD OFFERING that s relevant to today s consumer! They created a unique & revolutionary approach to the category to help make consumers lives easier, healthier and much more satisfying. THE NEW REVAMPED RANGE The product range now consists of the traditional classic products and then the new its made for you range. Classic range: Classic White The previous Premier White still with the same trusted quality and value revamped to reflect superior product credentials. Classic Brown The previous Premier Brown still with the same trusted quality and value revamped to reflect superior product credentials. New ITSMADEFORYOU range: Digesta - high fibre low GI crushed wheat bread. New loaf designed for active healthy lifestyles with high fibre content to aid with digestion. Low GI for sustained energy.

7 Page 7 of 16 Fuel - high fibre low GI white bread. Newly developed loaf that is now the better than the best of both with Low GI. High fibre content gives you the health benefits of brown with the taste of white with Low GI for Sustained Energy. Lunchbox - high fibre low GI white bread. The ultimate loaves for lunchboxes the perfect slice bread. Fits perfectly in all lunchboxes and holds the spread and filling perfectly. With Low GI for sustained energy and High Fibre to aid digestion. The ultimate lunchbox loaf for the entire family. Toaster white and brown. A thicker slice toaster (15mm thick slices) bread that makes the perfect toasted sandwich without losing all your fillings. It s the perfect Spread bread for any occasion. Brown Plus - high fibre low GI brown bread. The only true normal Brown bread on the market without added seeds. It s a high fibre low GI Brown bread with Low GI benefits of Sustained energy and high fibre to aid digestion. INFORMATION ON BLUE RIBBON BREADS: Blue Ribbon Brown Bread as with all brown bread contains more than double the amount of fibre than Blue Ribbon White Bread and is fortified with vitamins and minerals. Blue Ribbon White Bread contains more than 50g of high-energy carbohydrates per portion and is low in fat. Blue Ribbon Crushed Wheat contains folic acid that is essential for a health cardiovascular system and prevents neural tube defects in newborn babies. Blue Ribbon has been one of South Africa s most beloved brands for over a century. Known for delivering fresh taste whether it is used for school sandwiches or morning toast, Blue Ribbon is a firm family favourite.

8 Page 8 of 16 Blue Ribbon White, Brown and Crushed Wheat bread is available in a Premier 1 and a standard loaf. The Western Cape also has a toaster loaf, which is ideal for your morning toast and coffee. Blue Ribbon Bread is fortified with vitamins and minerals including Vitamin A, Thiamin (Vitamin B1), Riboflavin (Vitamin B2), Niacin, Pyridoxine (Vitamin B6), Folic Acid, Iron, and Zinc. This makes Blue Ribbon not only a tasty choice but also the right choice for a healthy lifestyle. Sources: [Accessed: 15 January 2014]

9 Page 9 of 16 ARTICLE Read the following article before answering question 2.

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16 Page 16 of 16 Source: emerging_markets [Accessed: 18 February 2014].