, PLEASE USE THIS DOCUMENT AS A GUIDE ONLY
INTRODUCTION
The purpose of this report is to provide strategic marketing advice to Aaylah (Pty) Ltd, a 100% black
woman-owned business based in Mamelodi township, Pretoria, which manufactures sustainable,
reusable, and eco-friendly sanitary pads. As the company seeks to expand its market presence and
establish meaningful B2B relationships with government departments, non-governmental
organisations, corporate partners, and educational institutions, it is essential to apply sound
business-to-business marketing principles to guide its strategic decisions.
This report addresses four key areas of B2B marketing that are critical to Aaylah's growth and
sustainability. First, the report examines the appropriate primary research approach that Aaylah
should consider to gather valuable market intelligence from its B2B customers. Second, the five
stages of the product life cycle are evaluated, and practical recommendations are provided on how
Aaylah can manage its product through each stage. Third, the three-step price setting process is
discussed, and guidance is offered on how Aaylah can establish competitive yet value-based pricing
for its reusable sanitary pads. Fourth, the report discusses the objectives of B2B marketing
communication and the various communication elements or tools available, illustrating how Aaylah
can apply these to effectively reach and persuade its B2B target audience. Through this
comprehensive analysis, the report aims to equip Aaylah with actionable marketing strategies to
achieve its mission of empowering women and girls while promoting environmental sustainability.
INTRODUCTION
The purpose of this report is to provide strategic marketing advice to Aaylah (Pty) Ltd, a 100% black
woman-owned business based in Mamelodi township, Pretoria, which manufactures sustainable,
reusable, and eco-friendly sanitary pads. As the company seeks to expand its market presence and
establish meaningful B2B relationships with government departments, non-governmental
organisations, corporate partners, and educational institutions, it is essential to apply sound
business-to-business marketing principles to guide its strategic decisions.
This report addresses four key areas of B2B marketing that are critical to Aaylah's growth and
sustainability. First, the report examines the appropriate primary research approach that Aaylah
should consider to gather valuable market intelligence from its B2B customers. Second, the five
stages of the product life cycle are evaluated, and practical recommendations are provided on how
Aaylah can manage its product through each stage. Third, the three-step price setting process is
discussed, and guidance is offered on how Aaylah can establish competitive yet value-based pricing
for its reusable sanitary pads. Fourth, the report discusses the objectives of B2B marketing
communication and the various communication elements or tools available, illustrating how Aaylah
can apply these to effectively reach and persuade its B2B target audience. Through this
comprehensive analysis, the report aims to equip Aaylah with actionable marketing strategies to
achieve its mission of empowering women and girls while promoting environmental sustainability.
