MNM2614
Assignment 1
Semester 1
DUE: 25 MARCH 2026
, MNM2614 – MARKETING MANAGEMENT 2B
ASSIGNMENT 01 – SEMESTER 1
Due Date: 25 March 2026
Based on the Bathu Footwear Case Study
Source: Niewenhuizen, C. 2024. Business Cases from South African Companies.
2nd ed. Cape Town: Juta.
QUESTION 1 (6 marks)
Discuss three functions of packaging that were found to be lacking in Bathu's current
packaging, and provide practical examples of how the company addressed these
shortcomings.
1.1 Protection Function
Shortcoming: Bathu's original packaging failed to adequately protect its premium
sneakers during transit and storage. The standard shoebox design was not
sufficiently reinforced to safeguard against crushing, moisture, and rough handling
during the delivery process, which was a significant concern given Bathu's rapid
expansion into e-commerce and courier-based distribution.
How Bathu addressed this: Bathu redesigned its packaging to incorporate sturdier,
double-walled box construction with reinforced corners and internal tissue wrapping
around each sneaker. This ensured that the product arrived at the customer in
perfect condition, consistent with the premium brand experience the company was
striving to deliver. This was particularly important given that online sales increasingly
required the product to survive multiple handling stages from warehouse to doorstep.
Assignment 1
Semester 1
DUE: 25 MARCH 2026
, MNM2614 – MARKETING MANAGEMENT 2B
ASSIGNMENT 01 – SEMESTER 1
Due Date: 25 March 2026
Based on the Bathu Footwear Case Study
Source: Niewenhuizen, C. 2024. Business Cases from South African Companies.
2nd ed. Cape Town: Juta.
QUESTION 1 (6 marks)
Discuss three functions of packaging that were found to be lacking in Bathu's current
packaging, and provide practical examples of how the company addressed these
shortcomings.
1.1 Protection Function
Shortcoming: Bathu's original packaging failed to adequately protect its premium
sneakers during transit and storage. The standard shoebox design was not
sufficiently reinforced to safeguard against crushing, moisture, and rough handling
during the delivery process, which was a significant concern given Bathu's rapid
expansion into e-commerce and courier-based distribution.
How Bathu addressed this: Bathu redesigned its packaging to incorporate sturdier,
double-walled box construction with reinforced corners and internal tissue wrapping
around each sneaker. This ensured that the product arrived at the customer in
perfect condition, consistent with the premium brand experience the company was
striving to deliver. This was particularly important given that online sales increasingly
required the product to survive multiple handling stages from warehouse to doorstep.
