MNM2604
ASSIGNMENT 2
DUE DATE: 17 APRIL 2026
, MNM2604 Assignment 2 2026
B2B Marketing Advisory Report for Aaylah (Pty) Ltd – Optimising Growth through
Primary Research, Product Life Cycle Management, Pricing, and Marketing
Communication
Aaylah (Pty) Ltd is a 100% black woman-owned SMME established in 2021 in
Mamelodi township, Pretoria. The company produces washable, reusable sanitary
towels as an eco-friendly alternative to disposable products, aimed at reducing plastic
waste while promoting dignity, hygiene, and education for women and girls. Through
partnerships with charities, NGOs, government departments, universities, and private
organisations, Aaylah distributes its products in bulk to institutions and communities,
making B2B marketing central to its growth strategy.
This report is needed to advise Aaylah as a marketing consultant on key B2B marketing
decisions. It addresses primary research approaches (Learning Unit 4), the product life
cycle (Chapter 6 of the textbook), the price-setting process (Learning Unit 7), and B2B
marketing communication objectives and elements/tools (Learning Unit 8 and Chapter
13). The theory to Aaylah’s case, the report provides practical recommendations to
enhance market access, competitiveness, and sustainable growth in B2B markets.
ASSIGNMENT 2
DUE DATE: 17 APRIL 2026
, MNM2604 Assignment 2 2026
B2B Marketing Advisory Report for Aaylah (Pty) Ltd – Optimising Growth through
Primary Research, Product Life Cycle Management, Pricing, and Marketing
Communication
Aaylah (Pty) Ltd is a 100% black woman-owned SMME established in 2021 in
Mamelodi township, Pretoria. The company produces washable, reusable sanitary
towels as an eco-friendly alternative to disposable products, aimed at reducing plastic
waste while promoting dignity, hygiene, and education for women and girls. Through
partnerships with charities, NGOs, government departments, universities, and private
organisations, Aaylah distributes its products in bulk to institutions and communities,
making B2B marketing central to its growth strategy.
This report is needed to advise Aaylah as a marketing consultant on key B2B marketing
decisions. It addresses primary research approaches (Learning Unit 4), the product life
cycle (Chapter 6 of the textbook), the price-setting process (Learning Unit 7), and B2B
marketing communication objectives and elements/tools (Learning Unit 8 and Chapter
13). The theory to Aaylah’s case, the report provides practical recommendations to
enhance market access, competitiveness, and sustainable growth in B2B markets.
