MNN3701
EXAM PACK
,MNM3701
Assignment 2
Unique Number:
Due Date: 15 September 2025
Marketing Planning
Table of Contents
1. INTRODUCTION
..................................................................................................... 2
2. SEGMENTATION, TARGETING AND POSITIONING
............................................ 2
2.1 Segmentation ....................................................................................................
2
2.2 Targeting ...........................................................................................................
3
2.3 Positioning ........................................................................................................
3
3. MARKETING PLAN DIRECTION, OBJECTIVES AND MARKETING SUPPORT ..
4
3.1 Marketing Direction ..........................................................................................
4
3.2 Marketing Objectives ........................................................................................
4
3.3 Marketing Support ............................................................................................
4
4. CONCLUSION
......................................................................................................... 5
, 1. LIST OF REFERENCES
.......................................................................................... 5
Marketing Plan for Bathu
1. Introduction
Bathu is a proudly South African footwear company established in 2015 by entrepreneur
Theo Baloyi. The business is best known for its locally designed and manufactured
sneakers that embrace African culture and identity. The brand name “Bathu,” which
translates to “shoes for the people” in township slang, reflects its community-driven
ethos. From a simple footwear project, Bathu has transformed into a lifestyle brand that
not only highlights African pride but also contributes to economic empowerment through
job creation and township development.
A marketing plan acts as a strategic tool that outlines business objectives and the steps
needed to achieve them, with a focus on acquiring, satisfying, and retaining customers
(Kotler & Keller, 2016). For small and medium-sized enterprises such as Bathu, having
a structured plan is essential for prioritizing efforts, making the most of limited
resources, and building sustainable customer loyalty in competitive environments.
This document presents a detailed marketing plan for Bathu. It makes use of the
Segmentation, Targeting, and Positioning (STP) model and sets out clear marketing
goals, together with strategies aimed at enhancing Bathu’s visibility and ensuring steady
long-term growth.
, 2. Segmentation, Targeting, and Positioning (STP)
2.1 Segmentation
Segmentation is the process of breaking down a broad market into smaller, identifiable
categories based on demographic, psychographic, and behavioral traits (Schiffman &
Kanuk, 2015). For Bathu, segmentation can be organized as follows:
Individual Consumers:
o Demographic: Youth and young adults between 18–35 years, mostly
residing in urban and peri-urban settings, with moderate earning potential.
o Psychographic: Fashion-conscious, socially aware individuals who value
authenticity, cultural pride, and prefer supporting local brands instead of
international competitors.
Business Clients:
Bathu also appeals to the business-to-business (B2B) market, which includes
township retailers, corporate organizations purchasing branded sneakers for staff
or promotions, as well as NGOs and government initiatives dedicated to local
enterprise development.
2.2 Targeting
Targeting refers to identifying and focusing resources on the most viable market
segments. Bathu should employ a differentiated targeting strategy that covers both
consumer and business markets:
Primary Target Market: Young professionals and students aged 18–35 living in
metropolitan areas such as Johannesburg, Cape Town, Durban, and Pretoria.
This group seeks cultural representation, community identity, and genuine South
African branding.
EXAM PACK
,MNM3701
Assignment 2
Unique Number:
Due Date: 15 September 2025
Marketing Planning
Table of Contents
1. INTRODUCTION
..................................................................................................... 2
2. SEGMENTATION, TARGETING AND POSITIONING
............................................ 2
2.1 Segmentation ....................................................................................................
2
2.2 Targeting ...........................................................................................................
3
2.3 Positioning ........................................................................................................
3
3. MARKETING PLAN DIRECTION, OBJECTIVES AND MARKETING SUPPORT ..
4
3.1 Marketing Direction ..........................................................................................
4
3.2 Marketing Objectives ........................................................................................
4
3.3 Marketing Support ............................................................................................
4
4. CONCLUSION
......................................................................................................... 5
, 1. LIST OF REFERENCES
.......................................................................................... 5
Marketing Plan for Bathu
1. Introduction
Bathu is a proudly South African footwear company established in 2015 by entrepreneur
Theo Baloyi. The business is best known for its locally designed and manufactured
sneakers that embrace African culture and identity. The brand name “Bathu,” which
translates to “shoes for the people” in township slang, reflects its community-driven
ethos. From a simple footwear project, Bathu has transformed into a lifestyle brand that
not only highlights African pride but also contributes to economic empowerment through
job creation and township development.
A marketing plan acts as a strategic tool that outlines business objectives and the steps
needed to achieve them, with a focus on acquiring, satisfying, and retaining customers
(Kotler & Keller, 2016). For small and medium-sized enterprises such as Bathu, having
a structured plan is essential for prioritizing efforts, making the most of limited
resources, and building sustainable customer loyalty in competitive environments.
This document presents a detailed marketing plan for Bathu. It makes use of the
Segmentation, Targeting, and Positioning (STP) model and sets out clear marketing
goals, together with strategies aimed at enhancing Bathu’s visibility and ensuring steady
long-term growth.
, 2. Segmentation, Targeting, and Positioning (STP)
2.1 Segmentation
Segmentation is the process of breaking down a broad market into smaller, identifiable
categories based on demographic, psychographic, and behavioral traits (Schiffman &
Kanuk, 2015). For Bathu, segmentation can be organized as follows:
Individual Consumers:
o Demographic: Youth and young adults between 18–35 years, mostly
residing in urban and peri-urban settings, with moderate earning potential.
o Psychographic: Fashion-conscious, socially aware individuals who value
authenticity, cultural pride, and prefer supporting local brands instead of
international competitors.
Business Clients:
Bathu also appeals to the business-to-business (B2B) market, which includes
township retailers, corporate organizations purchasing branded sneakers for staff
or promotions, as well as NGOs and government initiatives dedicated to local
enterprise development.
2.2 Targeting
Targeting refers to identifying and focusing resources on the most viable market
segments. Bathu should employ a differentiated targeting strategy that covers both
consumer and business markets:
Primary Target Market: Young professionals and students aged 18–35 living in
metropolitan areas such as Johannesburg, Cape Town, Durban, and Pretoria.
This group seeks cultural representation, community identity, and genuine South
African branding.
