– You are hired as a marketing consultant to Old Mutual. Your main responsibilities are to analyse the market for Old Mutual’s 2-in-One Saving product and
make recommendations on successfully delivering the marketing strategies to ensure the long-term performance of this saving product in the South African
retail mass market. In addition, you are to write a business report for Mbuya addressing.
Important information:
There is no need to conduct any additional research on Old Mutual. Instead, strictly use the specific pieces of information given in the case study to support
your analysis and assertions. The use of any information outside the case study will not be considered.
You must research relevant academic marketing journal articles. Use specific findings and marketing theories/concepts from the academic journal articles as
evidence to support your analysis and recommendations.
The key to successfully completing this report is applying marketing theories/concepts in your case study analysis and recommendations. Simply describing
your opinion/suggestions without the support of marketing theories/concept is NOT sufficient.
Question 1. The PESTEL framework – Political, Economic, Social, Technology, Environment and Legal – is useful in analysing macro environments where a
firm operates. With the information in the case study, identify, discuss and analyse the macro trend within the TWO (2) PESTLE components of your choice
(ONE macro trend per ONE PESTLE component). In your analysis, discuss how the identified macro trends in the two components may provide
opportunities and threats for Old Mutual (only the C – company) in launching the 2-in-One Saving product. (10%)
Question 2. Old Mutual’s 2-in-One Saving product has two plans: 2-in-One Saving 4 Education and 2-in-One Saving 4 My Goal. Considering only the lowincome market in South Africa, develop ONE segmentation table of potential customers for the 2-in-One Saving product. Combine two specific segmentation
methods in devising segments – except the demographic base, which can be used for profiling the segments. Finally, identify which target segment is
suitable to be the target customers for each of the two plans. Justify your target segment selection. (20%)
Question 3. One of the primary marketing problems Old Mutual is facing relates to how it can increase the sustainable uptake of the 2-in-One Saving product
in the future among the target customers identified in Q2 in the long-term future.
(a) Assume that Mbuya has a 3-million South African rands (ZAR) budget for a six-month marketing communication campaign (July to Dec) to target the
target segments identified in Q2. Develop this campaign’s marketing communication objective (using the SMART framework). Then, use the estimated IMC
costing and budget (see Table 1 below), create a marketing communication plan using a Gantt chart for this campaign that will help solve the marketing
problem and meet the identified marketing campaign objective. (15%)
(b) You are to make THREE key recommendations concerning a marketing mix strategy (7Ps) to solve this marketing problem. Justify your proposed
strategy by explaining how your proposed marketing mix strategy will overcome the identified problem. You must apply relevant marketing theories/concepts
and use the specific findings from marketing academic journal articles to support your proposed marketing mix strategies. (45%)
Table 1: Estimated costs*
Television advertising
Peak – 300,000 ZAR per 30-sec spot
Off-peak – 50,000 ZAR per 30 sec spot
Radio advertising
Peak – 6,000 ZAR per 30-sec spot
Off-peak – 500 ZAR per 30 sec spot
Outdoor – An advertisement at a bus stop
10,000 ZAR per site per month
Billboard
300,000 ZAR per site in the main city
YouTube pay per view
50 ZAR
Online advertising on social media
Minimum spend per month = 50,000 ZAR plus 5 ZAR per CPM – cost per thousand impression
