INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS 1. You must submit TWO assignments for this module.
2. This assignment will count out of 65 marks. And assignment 1 & 2 will contribute 40% towards the final module mark. The remaining 60% will be contributed by the examination, however, the examination papers will count out of 100 marks.
3. Examination entrance is not dependent on students submitting an assignment.
4. The assignment due date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 23:59 on the assignment due date. NO Late assignment submissions will be accepted
5. All Assignments must be submitted in four steps on eLearn:
- Prepare your work for submission (Converting a Word document into a PDF document).
- Receive a Similarity Report from Turnitin, “Check my work for similarity,” activity.
- Review the Similarity Report (review your work where report indicates similarities).
- Upload the Similarity Report (generated by following step 1) for marking. NB: Your Assignment will not be marked if you do not follow the steps outlined above. No other documents such as Word or PPT will be accepted.
6. If you fail to follow these instructions carefully, the IMM Graduate School cannot accept responsibility for the non-marking of the Assignment. 7. Important Notes: ● If your submission document is suspected of possible syndication or plagiarism you will receive zero and disciplinary action will be taken against you. ● If there is any indication that answers were shared amongst students via any communication channel including Internet or social media the students involved will receive zero and disciplinary action will be taken against all parties involved. ● Answers provided should be in your OWN words. If it is merely a ‘copy and paste’ from a textbook or any online or other source zero marks will be awarded. There is no word limit on the Assignment submission, however students are encouraged to produce a concise, well-formulated assessment, in a neat and properly structured format. 8. Spellcheck your Assignment using English (South Africa) or English (UK).
The marketing concept has evolved and taken different philosophies over the past few decades. Kotler categorizes these philosophies into production, product, selling, marketing, and societal marketing concept (Ogunmokun and Ling-Yee 218). While firms use multiple marketing philosophies to sell their products, Georganics mainly adopts the product and holistic marketing philosophies for its merchandise.
I believe that Georganics adopts a product philosophy because of the nature of its advertisement. As the literature suggests, product concept leverages quality and holds that a little promotional effort is required to popularize the merchandise (Ogunmokun and Ling-Yee 218). Put differently, firms adopting the product era concentrate their marketing efforts on the good’s quality and innovativeness. As is evident from the case study, Georganics builds its marketing effort on product quality- sustainable toothpaste made from natural and organic ingredients.
Moreover, I believe that Georganics adopts a holistic marketing philosophy because of its emphasis on its message’s social responsibilities. The holistic marketing concept is two-dimensional; it focuses on consumer satisfaction and social responsibilities. In this scenario, Georganics’ marketing idea revolves around consumer satisfaction- providing people with toothpaste tablets free from synthetic ingredients- while keeping the planet safe by using plastic-free, biodegradable and recyclable packaging.
Georganics has achieved success under Alessandro Rocchi’s leadership, the CEO and founder of the brand. The brand’s success can be attributed to the unique in-house supply chain. Notably, Georganics has two timber-framed barns in the Sussex countryside, where its team handmakes products in small batches, packs, and distributes them based on customer orders (Georganics). The in-house supply chain enables Georganics to optimize its operations and ensure on-time production, leading to its success. Moreover, Georganics’ success can be attributed to its production strategy- making products in small batches, which prevents the risk of stocking slow-moving products and minimizes its holding costs.
Georganics has a broad supplier base that enhances its bargaining power and opportunity to increase its profitability. The firm’s key suppliers are locally-based, eliminating the costs of sourcing the natural and organic ingredients from distant locations. Moreover, the firm’s close relationship with its suppliers enables it to maintain a constant flow of components to meet customer orders.
Like other firms that sell products internationally, Georganics relies on marketing intermediaries to get products to final consumers. The firm’s primary marketing intermediaries are marketing services agencies such as Amazon, enabling international consumers to order the product online and deliver it to their doorsteps.
Georganics has a broad customer base with various oral care options to choose from, which increases their bargaining power. Nevertheless, the firm strives to attract and maintain its customers by delivering its promise of sustainable oral products that are safe for human teeth and the environment. This aspect is evident from the numerous positive consumer reviews that the firm gets about its offers.
The industry in which Georganics operates is highly competitive. Some of the firms that also manufacture natural solid toothpaste include Weldental, Manorich, and Seefun. Therefore, besides focusing on its sustainable toothpaste, Georganics is forced to identify alternative competitive advantages such as pricing to secure a considerable market share in the industry.
Some of the public that falls in this category include government. Notably, Georganics maintains a good relationship with the government by adhering to the rules and regulations governing the production of consumer goods and other business functions in the country.
The current economic conditions amidst a pandemic are a threat to Georganics activities. Like other firms, Georganics struggles to survive through the harsh and unstable economic conditions. Besides, with most individuals facing financial constraints and the wide variety of product options in the market, they may be inclined to seek more affordable oral care products. However, it is also worth noting that the demand for natural toothpaste is expected to grow in the coming years because of the strong growing preference for natural ingredients to prevent dental problems (Research and Market). Therefore, Georganics is likely to enjoy significant growth in the future.
Competitive factors in the solid toothpaste industry are a threat to Georganics. Due to the industry’s limited entry status, new firms are penetrating the sector, posing a significant threat to Georganics’ market share.
Societal factors are a potential opportunity for Georganics growth. Industry reports show that the market for natural toothpaste is expected to grow in the coming years because of the strong growing preference for natural ingredients to prevent dental problems (Research and Market). This growth provides Georganics an opportunity to expand its customer base and revenue.
The current growth in e-commerce presents an opportunity for Georganics to expand its online operations and serve a more extensive customer base in the international market.
Political, legal, and regulatory
The country’s current political stability and favorable legal conditions provide a conducive environment for Georganics to undertake its operations.
The case study reveals that Georganics segments its market on multiple bases, including demographic, psychographic, and geographic.
Demographic segmentation is based on a population’s statistical data. As the literature suggests, this data could include age, income, and gender (Goyat 46). In this scenario, Georganics groups its consumers based on income, gender, and occupation. This segment may not be appropriate because it is not significant in potential profitability. Arguably, male, middle-income consumers are only a small fraction of city slickers; thus, they may not contribute to a considerable portion of the company’s sales.
This type of segmentation is based on consumers’ internal factors such as personalities and overall characteristics. In this context, Georganics groups its consumers based on their lifestyles- those that cannot change their lifestyle to become environmentally friendly because of financial constraints (“Georganics”). Undoubtedly, this segmentation is inappropriate because individuals that do not adopt an ecologically friendly lifestyle may be unwilling to purchase sustainable oral products.
This segmentation groups consumers based on their area of residence. Georganics groups consumers on a country basis, such as male consumers living in Joburg, Cape Town, and Pretoria. This segmentation may not be appropriate because it is not big enough to create Georganics’ consumer base.
Georganics should target people of all ages, genders, and middle-high income earners. Arguably, this group would have a more significant potential for profitability because it is broad and diverse.
Georganics should target environmental and health-conscious consumers in this category. Arguably, environmentally conscious consumers would be more willing to purchase sustainable products that are safe for ones’ teeth and the earth; thus, making them an ideal market segment.
Georganics should target a larger geographic area such as South African residents living in urban and rural areas. Selecting a larger geographic area would enable the brand to generate profits from a large customer base.
A positioning statement describes a brand’s target market and its perception in consumers’ minds. To create an appropriate target market, one needs to establish the target market, the brand’s category in the industry, a point of differentiation from other brands, and the differentiator’s payoff to the target market. Therefore, the positioning statement for Georganics would be: “For consumers who are concerned about their oral health and the planet’s safety, Georganics provides you with a wide range of premium quality solid toothpaste- each with a different flavor to keep your teeth refreshed all day. Unlike other toothpaste options, Georganics’ products are natural and handcrafted by the best team; the packaging is plastic-free, biodegradable, and recyclable, keeping your teeth and environment clean.”
The value proposition highlights the value that a brand offers to its customers. This proposition can be created using the value proposition triangle, which explores the customers, needs, and relative prices that the brand offers.
An appropriate value proposition derived from the triangle is that “Georganics offers the best oral and environmental solution. By placing an order with us, you get to experience our premium quality solid toothpaste that leaves your teeth clean and refreshed and keeps the environment safe.
Figure 1: Value Proposition Triangle
Firms have various targeting strategies to choose from depending on their values, goals, prospective customers, and current competitors. These strategies include micromarketing, concentrated, differentiated, and undifferentiated targeting. Based on the analysis of Georganics operations, it is evident that undifferentiated targeting would be the ideal brand strategy. Undifferentiated or mass marketing targets all potential consumers in the market. As is evident from the case analysis, Georganics’ products are suited for environmentally conscious consumers. However, it is also worth noting that toothpaste is a product with a high market appeal in that most, if not everyone, uses it. Therefore, undifferentiated targeting would be cost-effective and ideal for helping reach as many consumers as possible.
In my view, I believe that differentiated and concentrated marketing would not be very appropriate for Georganics. On the one hand, concentrated targeting focuses on a narrow consumer group and shapes marketing efforts to fit the defined population. This strategy best fits brands that wish to concentrate and own a specific segment; thus, it may not be ideal for Georganics because its product appeal to all market segments. On the other hand, differentiated targeting focuses on isolating a defined market segment and creating marketing messages that target the specific population. This strategy is ideal for brands that have different products and target different market segments. Conversely, Georganics focuses on oral care products only; thus, the method may not match its operations.
“Georganics.” Georganics.com, https://georganics.com/pages/about. Accessed 8 Mar. 2021.
Goyat, Sulekha. “The Basis of Market Segmentation: A Critical Review of Literature.” European Journal of Business and Management, vol. 3, no.9, 2011, pp.45-54.
Ogunmokun, Gabriel, and Ling-Yee Li. “The Effect of Practising the Marketing Concept Philosophy on Export Performance in International Markets: A Study of Exporting Companies in China.” International Journal of Business and Social Science, vol. 5, no. 2, 2014, pp. 218-223.
Research and Market. “Global Toothpaste Market Trajectory & Analytics Report 2020: Herbal and Natural Toothpastes Give Tough Competition to Conventional Toothpastes.” PR NewsWire, 17 Sept. 2020, www.prnewswire.com/news-releases/global-toothpaste-market-trajectory–analytics-report-2020-herbal-and-natural-toothpastes-give-tough-competition-to-conventional-toothpastes-301133147.html. Accessed 8 Mar. 2021.