COM3701 Assignment 1
(COMPLETE ANSWERS)
Semester 1 2025 - DUE 27
March 2025
For assistance contact
Email:
, QUESTION 1: Navi Craft Beer
1.1 Name any three (3) benefits of integrated marketing communication (IMC). (3)
Here are three benefits of Integrated Marketing Communication (IMC) for Navi Craft Beer:
1. Clear and Consistent Brand Messaging: IMC ensures that all communication channels
deliver a unified and consistent message about Navi Craft Beer. This helps build a strong
and recognizable brand identity in the minds of the target market, reducing confusion and
reinforcing brand values and positioning.
2. Enhanced Brand Awareness and Recall: By strategically coordinating messages across
multiple touchpoints (e.g., social media, point-of-sale promotions, public relations), IMC
increases the frequency and reach of the brand message. This leads to higher levels of
brand awareness and makes it more likely that consumers will remember Navi Craft Beer
when making purchasing decisions.
3. More Efficient Use of Marketing Budget: IMC allows for the optimization of
marketing spend by identifying the most effective communication channels and ensuring
that efforts are not duplicated across different departments or agencies. This can lead to a
higher return on investment for Navi Craft Beer's marketing activities.
1.2 Distinguish between social marketing and relationship marketing. (2)
Social Marketing: Focuses on influencing behaviors that benefit society as a whole or
specific segments of the population. The primary goal is to promote social good, public
health, or environmental sustainability, often using marketing principles to encourage
positive changes in attitudes and actions.
Relationship Marketing: Focuses on building and maintaining long-term, mutually
beneficial relationships with individual customers. The primary goal is to foster customer
loyalty, satisfaction, and advocacy through personalized communication and offerings.
1.3 Discuss and apply the five (5) main environmental forces that need to be scanned to
assess the trends that affect both the organisation and its consumer with regards to the
Navi Craft Beer. (15)
To assess the trends affecting Navi Craft Beer and its consumers, a communication consultant
needs to scan the five main environmental forces. Applying these to the scenario:
1. Political and Legal Environment: This force includes government regulations, political
stability, legal frameworks, and consumer protection laws.
o Discussion: The political and legal environment in South Africa can significantly
impact the alcoholic beverage industry. Regulations regarding the production,
distribution, and advertising of alcohol (e.g., restrictions on advertising times and
media, labeling requirements, licensing for breweries and sales outlets) can
directly affect Navi Craft Beer's ability to communicate with its target market.
(COMPLETE ANSWERS)
Semester 1 2025 - DUE 27
March 2025
For assistance contact
Email:
, QUESTION 1: Navi Craft Beer
1.1 Name any three (3) benefits of integrated marketing communication (IMC). (3)
Here are three benefits of Integrated Marketing Communication (IMC) for Navi Craft Beer:
1. Clear and Consistent Brand Messaging: IMC ensures that all communication channels
deliver a unified and consistent message about Navi Craft Beer. This helps build a strong
and recognizable brand identity in the minds of the target market, reducing confusion and
reinforcing brand values and positioning.
2. Enhanced Brand Awareness and Recall: By strategically coordinating messages across
multiple touchpoints (e.g., social media, point-of-sale promotions, public relations), IMC
increases the frequency and reach of the brand message. This leads to higher levels of
brand awareness and makes it more likely that consumers will remember Navi Craft Beer
when making purchasing decisions.
3. More Efficient Use of Marketing Budget: IMC allows for the optimization of
marketing spend by identifying the most effective communication channels and ensuring
that efforts are not duplicated across different departments or agencies. This can lead to a
higher return on investment for Navi Craft Beer's marketing activities.
1.2 Distinguish between social marketing and relationship marketing. (2)
Social Marketing: Focuses on influencing behaviors that benefit society as a whole or
specific segments of the population. The primary goal is to promote social good, public
health, or environmental sustainability, often using marketing principles to encourage
positive changes in attitudes and actions.
Relationship Marketing: Focuses on building and maintaining long-term, mutually
beneficial relationships with individual customers. The primary goal is to foster customer
loyalty, satisfaction, and advocacy through personalized communication and offerings.
1.3 Discuss and apply the five (5) main environmental forces that need to be scanned to
assess the trends that affect both the organisation and its consumer with regards to the
Navi Craft Beer. (15)
To assess the trends affecting Navi Craft Beer and its consumers, a communication consultant
needs to scan the five main environmental forces. Applying these to the scenario:
1. Political and Legal Environment: This force includes government regulations, political
stability, legal frameworks, and consumer protection laws.
o Discussion: The political and legal environment in South Africa can significantly
impact the alcoholic beverage industry. Regulations regarding the production,
distribution, and advertising of alcohol (e.g., restrictions on advertising times and
media, labeling requirements, licensing for breweries and sales outlets) can
directly affect Navi Craft Beer's ability to communicate with its target market.
