Scribd Logo
Upload

Welcome to Scribd!

  • 27 views

    Case Study 1 - 2023-1

    Uploaded by

    Awande Mbele
    This case study examines the marketing of PRIME hydration drinks in South Africa. KSI and Logan Paul contributed to marketing the drink globally through advertising and public relations. Checkers is the South African retailer selling PRIME, and has employed a marketing strategy to drive sales. The target market of PRIME is younger consumers, and the branding and advertising is tailored towards this demographic. Of the 4 P's of marketing, promotion has been the strongest factor contributing to PRIME's popularity in South Africa. There is debate around whether PRIME will have lasting popularity or be a passing fad.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Case Study 1 - 2023-1

    Uploaded by

    Awande Mbele
    27 views2 pages
    This case study examines the marketing of PRIME hydration drinks in South Africa. KSI and Logan Paul contributed to marketing the drink globally through advertising and public relations. Checkers is the South African retailer selling PRIME, and has employed a marketing strategy to drive sales. The target market of PRIME is younger consumers, and the branding and advertising is tailored towards this demographic. Of the 4 P's of marketing, promotion has been the strongest factor contributing to PRIME's popularity in South Africa. There is debate around whether PRIME will have lasting popularity or be a passing fad.

    Original Title

    Case Study 1- 2023-1

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This case study examines the marketing of PRIME hydration drinks in South Africa. KSI and Logan Paul contributed to marketing the drink globally through advertising and public relations. Checkers is the South African retailer selling PRIME, and has employed a marketing strategy to drive sales. The target market of PRIME is younger consumers, and the branding and advertising is tailored towards this demographic. Of the 4 P's of marketing, promotion has been the strongest factor contributing to PRIME's popularity in South Africa. There is debate around whether PRIME will have lasting popularity or be a passing fad.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    27 views2 pages

    Case Study 1 - 2023-1

    Uploaded by

    Awande Mbele
    This case study examines the marketing of PRIME hydration drinks in South Africa. KSI and Logan Paul contributed to marketing the drink globally through advertising and public relations. Checkers is the South African retailer selling PRIME, and has employed a marketing strategy to drive sales. The target market of PRIME is younger consumers, and the branding and advertising is tailored towards this demographic. Of the 4 P's of marketing, promotion has been the strongest factor contributing to PRIME's popularity in South Africa. There is debate around whether PRIME will have lasting popularity or be a passing fad.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Public Relations 1 (Sport Management)

    BSU 1010
    CASE STUDY 1: PRIME
    DUE DATE: May 18, 2023

    Instructions:
    • Consider the hype around PRIME hydration drinks in South Africa, and the
    world: https://ewn.co.za/2023/05/01/reacted-with-excitement-popular-
    energy-drink-sells-out-in-checkers

    1. How has KSI and Logan Paul contributed to marketing the energy drink
    globally? Would you consider this to be Advertising, Public Relations or both?
    Motivate your answer thoroughly. (10)

    2. What South African retailer is selling PRIME? Discuss the retailer’s marketing
    strategy. (5)

    3. Who is the target market of PRIME? How is the branding/ advertising tailored
    to this target market? (5)
    4. Considering the 4 P’s (Price/ Product/ Place/ Promotion) and discuss which
    “P” is the strongest marketing factor for PRIME’s popularity in South Africa.
    Motivate your choice. (5)

    5. In your opinion, do you think the product has lasting power to remain a
    favourite sport/ energy drink or is it just a passing fad? Give reasons to motivate
    your opinion. (5)

    RUBRIC
    TECHNICAL (TOTAL=5)

    Acceptable Similarity Score (minimum plagiarism – less than 20%


    1
    similarity score on Turnitin)

    Word Count - stuck to the prescribed/ recommended word count


    1
    (600 – 800 words).

    Is the material valid and suitable for the audience in terms of style,
    1
    formality, language used, etc.?

    Minimum spelling and grammar mistakes. 1

    Evidence of other sources than the prescribed reading. 1

    CONTENT (TOTAL=30)

    Discussed the global hype around Prime (3 marks). Identified


    whether this was PR/ Advertising or both (1 mark) and motivated this 10
    sufficiently (6 marks).

    Identified the SA retailer (1 mark). Discussed the retailer’s marketing


    5
    strategy (4 marks).

    Identified the target market in sufficient detail (3 marks) and linked


    5
    the target market to PRIME’s branding/ advertising (2 marks).

    Identified the strongest P (1 mark) and motivated why this was the
    5
    strongest P (4 marks).

    Discussed the staying power of the drink in sufficient detail, using


    5
    original and logical reasoning.

    TOTAL MARKS: 35

    You might also like