Marketing consultant to Old Mutual

by | May 13, 2023 | Marketing

 

– 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

 

Sample solution

Dante Alighieri played a critical role in the literature world through his poem Divine Comedy that was written in the 14th century. The poem contains Inferno, Purgatorio, and Paradiso. The Inferno is a description of the nine circles of torment that are found on the earth. It depicts the realms of the people that have gone against the spiritual values and who, instead, have chosen bestial appetite, violence, or fraud and malice. The nine circles of hell are limbo, lust, gluttony, greed and wrath. Others are heresy, violence, fraud, and treachery. The purpose of this paper is to examine the Dante’s Inferno in the perspective of its portrayal of God’s image and the justification of hell. 

In this epic poem, God is portrayed as a super being guilty of multiple weaknesses including being egotistic, unjust, and hypocritical. Dante, in this poem, depicts God as being more human than divine by challenging God’s omnipotence. Additionally, the manner in which Dante describes Hell is in full contradiction to the morals of God as written in the Bible. When god arranges Hell to flatter Himself, He commits egotism, a sin that is common among human beings (Cheney, 2016). The weakness is depicted in Limbo and on the Gate of Hell where, for instance, God sends those who do not worship Him to Hell. This implies that failure to worship Him is a sin.


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God is also depicted as lacking justice in His actions thus removing the godly image. The injustice is portrayed by the manner in which the sodomites and opportunists are treated. The opportunists are subjected to banner chasing in their lives after death followed by being stung by insects and maggots. They are known to having done neither good nor bad during their lifetimes and, therefore, justice could have demanded that they be granted a neutral punishment having lived a neutral life. The sodomites are also punished unfairly by God when Brunetto Lattini is condemned to hell despite being a good leader (Babor, T. F., McGovern, T., & Robaina, K. (2017). While he commited sodomy, God chooses to ignore all the other good deeds that Brunetto did.

Finally, God is also portrayed as being hypocritical in His actions, a sin that further diminishes His godliness and makes Him more human. A case in point is when God condemns the sin of egotism and goes ahead to commit it repeatedly. Proverbs 29:23 states that “arrogance will bring your downfall, but if you are humble, you will be respected.” When Slattery condemns Dante’s human state as being weak, doubtful, and limited, he is proving God’s hypocrisy because He is also human (Verdicchio, 2015). The actions of God in Hell as portrayed by Dante are inconsistent with the Biblical literature. Both Dante and God are prone to making mistakes, something common among human beings thus making God more human.

To wrap it up, Dante portrays God is more human since He commits the same sins that humans commit: egotism, hypocrisy, and injustice. Hell is justified as being a destination for victims of the mistakes committed by God. The Hell is presented as being a totally different place as compared to what is written about it in the Bible. As a result, reading through the text gives an image of God who is prone to the very mistakes common to humans thus ripping Him off His lofty status of divine and, instead, making Him a mere human. Whether or not Dante did it intentionally is subject to debate but one thing is clear in the poem: the misconstrued notion of God is revealed to future generations.

 

References

Babor, T. F., McGovern, T., & Robaina, K. (2017). Dante’s inferno: Seven deadly sins in scientific publishing and how to avoid them. Addiction Science: A Guide for the Perplexed, 267.

Cheney, L. D. G. (2016). Illustrations for Dante’s Inferno: A Comparative Study of Sandro Botticelli, Giovanni Stradano, and Federico Zuccaro. Cultural and Religious Studies, 4(8), 487.

Verdicchio, M. (2015). Irony and Desire in Dante’s” Inferno” 27. Italica, 285-297.

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