PMAR01-6/S1: Takealot’s Big Plans for Black Friday Case Study - Marketing Assignment Help

Assignment Task:

Takealot’s big plans for Black Friday 

With Black Friday 2019 set to fall on 29 November, South African retailers have begun sharing their plans. While it is an American tradition, it has been adopted by local retailers. Black Friday is particularly popular among e-commerce players and is now the biggest online shopping day in South Africa. 

Speaking to Jacaranda, Takealot said its first deals will be available from 00:01 on the day, with a number of products on sale across a range of categories. There will be special weekend deals until Cyber Monday, with the sale culminating on Takealot Tuesday, 3 December. 

In 2018, the Takealot annual Blue Dot Sale generated record sales on Black Friday, with 1.5 million generated within the first hour. The total transaction value for Black Friday 2018 amounted to over R196 million, a 125% year-on-year growth in sales and 127% growth in orders. 

Influencer marketing in South Africa 

Influencer marketing has become one of the hottest trends of 2019. Thanks to the Internet, consumers are confronted with unlimited choices, which poses a problem for brands to be discovered. Influencer marketing offers a solution in this regard. 

Breaking down influencer marketing involves a partnership between a brand and a social media user with a large following, called an influencer. The brand leverages the influencer's audience to make sales. The influencer then receives free or discounted brand products, or is paid directly by the brand. 

So, how do you reach your target audience on various media platforms? Influencer marketing offers brands a way to advertise directly to their target audience, regardless of the platforms used. 

Brands are promoted by someone with whom a niche community engages. Consumers therefore trust that, if their influencer of choice loves the product, they will too.

Question 1 

Evaluating consumer segments 

Takealot.com’s consumer segments can be broad, considering the wide array of products on their site and app. You will therefore need to find common characteristics to help define their target audience segments.

Question 2

Assessing external environmental factors: using reference groups and opinion leaders 

This question relates to target market segment 2 (students) from question 1. 

Three (3) South African influencers are listed below. Each influencer relates best to specific niche categories on Takaelot, as outlined below: 

Option 3: Maps Maponyane – cellphones and tablets or electronics and computers department categories. 

Familiarise yourself with each of the influencers above before answering the questions that follow. 

2.1 Select one (1) of the above-mentioned influencers who would relate best to the chosen target market in your Takealot Tuesday promotional plan. Motivate your answer. (3) 

2.2 Explain how each external environmental factor listed below could impact on the purchase behaviour of your chosen target market when exposed to a Takealot Tuesday promotion: 2.2.1 Socio-cultural (2) 2.2.2 Technological

Option 1: Kandy Kane Makeup – beauty department category 

Option 2: Mogau Seshoene The Lazy Makoti – appliances or home and kitchen department categories 

2.3 Indicate how opinion leaders can influence consumer purchases during the Takealot Tuesday promotion.

This PMAR01-6/S1: Marketing Assignment has been solved by our Marketing Experts at My Uni Paper. Our Assignment Writing Experts are efficient to provide a fresh solution to this question. We are serving more than 10000+ Students in Australia, UK & US by helping them to score HD in their academics. Our Experts are well trained to follow all marking rubrics & referencing style.

Be it a used or new solution, the quality of the work submitted by our assignment experts remains unhampered. You may continue to expect the same or even better quality with the used and new assignment solution files respectively. There’s one thing to be noticed that you could choose one between the two and acquire an HD either way. You could choose a new assignment solution file to get yourself an exclusive, plagiarism (with free Turnitin file), expert quality assignment or order an old solution file that was considered worthy of the highest distinction.