Question
BOS is a South African-based ice tea brand, which uses organic rooibos as the main
ingredient. The company was founded by Grant Rushmere and Richard Bowsher, a
rooibos tea farmer, and an entrepreneur, respectively. After the company successful
launch in the South African markets. BOS now intends to expand further into other African
markets, Kenya, and Nigeria by setting a relatively low price as they enter the new
markets. The packaging portrays to give the product an exclusive image, by being cool
and contemporary. BOS is available in various shops such as Boxer stores, Shoprite, pick
n Pay and Spar outlets, Makro, Engen forecourts, Spazas and a wide range of delis, bars,
restaurants, and office canteens across South Africa. Initially BOS used some traditional
marketing strategies to initiate growth, such as new launches and price promotions. But
since the launch of BOS the marketing team have believed in a different approach, one
that values entertainment and fun as a trade-off for receiving a marketing message.
2.1 Identify the type of packaging used by BOS. Motivate from case study.
[1 x 2 = 2]
2.2 Mention the method of classification of consumer products used by the
entrepreneur. Motivate from the case study.
[1 x 2 = 2]
2.3. There are various price adjustment considerations that an entrepreneur can use.
From the case study identify the type of discount used by BOS.
[1 x 1 = 1]
2.4. BOS used different marketing strategies to initiate business expansion. Using a
diagram illustrate the phases in the product life cycle.
[1 x 3 =3]
2.5. Mention the pricing strategy used by BOS for new markets. Motivate from the case
study.
ingredient. The company was founded by Grant Rushmere and Richard Bowsher, a
rooibos tea farmer, and an entrepreneur, respectively. After the company successful
launch in the South African markets. BOS now intends to expand further into other African
markets, Kenya, and Nigeria by setting a relatively low price as they enter the new
markets. The packaging portrays to give the product an exclusive image, by being cool
and contemporary. BOS is available in various shops such as Boxer stores, Shoprite, pick
n Pay and Spar outlets, Makro, Engen forecourts, Spazas and a wide range of delis, bars,
restaurants, and office canteens across South Africa. Initially BOS used some traditional
marketing strategies to initiate growth, such as new launches and price promotions. But
since the launch of BOS the marketing team have believed in a different approach, one
that values entertainment and fun as a trade-off for receiving a marketing message.
2.1 Identify the type of packaging used by BOS. Motivate from case study.
[1 x 2 = 2]
2.2 Mention the method of classification of consumer products used by the
entrepreneur. Motivate from the case study.
[1 x 2 = 2]
2.3. There are various price adjustment considerations that an entrepreneur can use.
From the case study identify the type of discount used by BOS.
[1 x 1 = 1]
2.4. BOS used different marketing strategies to initiate business expansion. Using a
diagram illustrate the phases in the product life cycle.
[1 x 3 =3]
2.5. Mention the pricing strategy used by BOS for new markets. Motivate from the case
study.
Answers
GPT 3.5
[1 x 2 = 2]
2.1 BOS uses contemporary and cool packaging to give the product an exclusive image. This can be seen as a type of premium packaging, as it aims to differentiate the product and appeal to consumers looking for a higher-end product.
2.2 The entrepreneur classifies BOS as a consumer product, specifically a specialty product. This is evident from the use of organic rooibos as the main ingredient, the emphasis on exclusivity through packaging, and the focus on targeting specific markets such as Kenya and Nigeria.
2.3 BOS uses a price adjustment consideration of setting a relatively low price as they enter new markets, aiming to attract customers and gain market share quickly.
2.4
[Diagram depicting the product life cycle]
Introduction: This phase involves launching the product in the market, as seen with BOS entering the South African market.
Growth: In this phase, sales start to increase as the product gains traction in the market. BOS aims to expand further into other African markets such as Kenya and Nigeria.
Maturity: At this stage, the product has reached its peak level of sales, and competition may increase for BOS as they continue to grow.
Decline: Eventually, sales may decline for BOS as market saturation occurs or consumer preferences change.
2.5 BOS uses a penetration pricing strategy for new markets, setting a relatively low price to quickly gain market share and attract customers. This approach helps BOS establish a presence in new markets and build brand loyalty.
2.1 BOS uses contemporary and cool packaging to give the product an exclusive image. This can be seen as a type of premium packaging, as it aims to differentiate the product and appeal to consumers looking for a higher-end product.
2.2 The entrepreneur classifies BOS as a consumer product, specifically a specialty product. This is evident from the use of organic rooibos as the main ingredient, the emphasis on exclusivity through packaging, and the focus on targeting specific markets such as Kenya and Nigeria.
2.3 BOS uses a price adjustment consideration of setting a relatively low price as they enter new markets, aiming to attract customers and gain market share quickly.
2.4
[Diagram depicting the product life cycle]
Introduction: This phase involves launching the product in the market, as seen with BOS entering the South African market.
Growth: In this phase, sales start to increase as the product gains traction in the market. BOS aims to expand further into other African markets such as Kenya and Nigeria.
Maturity: At this stage, the product has reached its peak level of sales, and competition may increase for BOS as they continue to grow.
Decline: Eventually, sales may decline for BOS as market saturation occurs or consumer preferences change.
2.5 BOS uses a penetration pricing strategy for new markets, setting a relatively low price to quickly gain market share and attract customers. This approach helps BOS establish a presence in new markets and build brand loyalty.