Title page for ETD etd-03302010-115717

Document Type Master's Dissertation
Author Bekker, Danielle
URN etd-03302010-115717
Document Title Enhansing the brand building process for consumer commodity products through marketing and technical collaboration
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • brand name products
Date 2007-04-06
Availability unrestricted

Global consumer spending trends indicate a growth in the popularity of premium products. Organisations with traditional consumer commodity products are faced with the challenge of how to profit from this trend through successfully delivering premium products to the consumer.

The objective of the research was to develop a method to enable organisations to conceptualise and employ product differentiation to augment the brand building process for an existing consumer commodity product. The research was conducted at South African Breweries Ltd with beer as the consumer commodity product under review. A two phase qualitative research paradigm was used to address the research. Data collection comprised a combination of 5 technical focus groups, a technical expert discussion forum and 9 marketing and technical semi-structured interviews. Content analysis was then used to identify the key patterns or themes which emerged.

The research established that the continued commoditisation of the local beer industry is as a result of several contributing factors not only related to product differentiation limitations. To ensure successful brand building of a consumer commodity product, an overall method is proposed which considers both product differentiation and the key organisation, industry and product category drivers.

2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Bekker, D 2006, Enhancing the brand building process for consumer commodity products through marketing and technical collaboration, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03302010-115717/ >


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