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© IMM Graduate School of Marketing Assignment: 2

nd Semester 2013 BM001

ASSIGNMENT 2ND SEMESTER : BRAND MANAGEMENT (BM001)

CHAPTERS COVERED : CHAPTERS 2 - 7

DUE DATE : 3:00 p.m. 20 AUGUST 2013

TOTAL MARKS : 100

CASE STUDY : SOUTH AFRICAN SOFT TOY BRAND TAUNINA

INSTRUCTIONS TO CANDIDATES FOR COMPLETING AND SUBMITTING ASSIGNMENTS

The complete ‘Instructions to Students for Completing and Submitting Assignments’ must be collected from any IMM GSM office, the relevant Additional Tuition Centre or can be downloaded from the IMM GSM website. It is essential that the complete instructions be studied prior to commencing your assignment. The following points highlight only a few important notes.

1) You are required to submit ONE assignment per subject.

2) The assignment will contribute 20% towards the final examination mark, and the other 80% will be contributed by the examination. However, the examination papers will count out of 100%.

3) Although your assignment will contribute towards your final examination mark, you do not have to earn credits for admission to the examinations; you are automatically accepted on registering for the exam.

4) Number all the pages of your assignment (e.g. page 1 of 4) and write your name and surname, student number and subject at the top of each page.

5) The IMM GSM requires assignments to be presented in a typed format, on plain A4 paper. Unless otherwise specified, this assignment must be completed within a limit of 1500 words, excluding the bibliography. Students who exceed the word limit may find that only part of the submitted assignment will be marked.

6) A separate assignment cover, which is provided by the IMM GSM, must be attached to the front of each assignment.

7) Retain a copy of each assignment before submitting, in case the original does not reach the IMM GSM.

8) The assignment du e date refers to the day up to which assignments will be accepted for marking purposes. The deadline is 3:00 p.m. on 20 August 2013. Late assignments will be accepted, but 25 marks will be deducted from the maximum mark, if received after 3:00 p.m. on 20 August 2013 and up to 5:00 p.m. the following day, after which no assignments will be accepted.

9) If you fail to follow these instructions carefully, the IMM Graduate School of Marketing cannot accept responsibility for the return of the assignment. It may even result in your assignment not being marked.

Results will be available on the IMM GSM website, www.immgsm.ac.za, on Friday, 4 October 2013.

http://www.imm.co.za/

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Read the attached case study and answer ALL the questions

References are to the prescribed textbook: Keller, K.L., 2012. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 4th ed. Pearson International.

Consider the Taunina brand. QUESTION 1 [16] Brand awareness: 1.1 If you are responsible for the global marketing plan of the Taunina brand, how

would you create and establish brand awareness for the brand? (8)

1.2 What, in your mind, would be the benefits of a high level of brand awareness for Taunina as a brand? (8)

(Reference: Keller, 2012, Chapter 2) QUESTION 2 [12] Brand positioning:

2.1 Create a point of difference for Taunina. (6)

2.2 Use this point of difference to develop a brand mantra for Taunina that

captures the core values and attributes of the brand. (6)

(Reference: Keller, 2012, Chapter 2) QUESTION 3 [12] Apply the sub-dimensions of Brand Building Blocks as explained in Figure 3.2 in Keller (2012) to the Taunina brand. (Reference: Keller, 2012, Chapter 3) QUESTION 4 [20] Develop an integrated marketing communications strategy for the Taunina brand in the US market. (Reference: Keller, 2012, Chapter 6)

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QUESTION 5 [10] Consider the Taunina brand name. Provide strategic comment towards the appropriateness of choosing this brand name. (Reference: Keller, 2012, Chapter 4) QUESTION 6 [4] How could ‘country of origin’ be utilised as a brand leveraging tactic for the Taunina brand? (Reference: Keller, 2012, Chapter 7) QUESTION 7 [16] Design an effective channel strategy for the entrance of the Taunina brand into the US market. (Reference: Keller, 2012, Chapter 5) PRESENTATION [10]

ASSIGNMENT TOTAL: 100

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South African soft toys brand Taunina Source: [Online] Available at: http://taunina.com [Accessed: 28 February 2013]

“Taunina represents the intersection of art, commerce and social consciousness – a company defined by its determination to make a difference in the world. Established in 2011, Taunina is opening the world’s eyes and hearts to the inimitable value of exquisite one-of-a-kind handmade collectable soft toys. Each one is a timeless work of art – a unique canvas onto which Taunina’s talented artists embroider and appliqué their magical dreamscapes. Sculpted from breathtakingly beautiful fabrics, the collections are infused with poetry, artistry, heritage, and tradition – a true reflection of the craftsmanship and creativity of the women who make them some of the most beautiful soft toys in the world.

Taunina One Year On

4 October 2012

Here at Taunina we’ve all been so busy with our daily activities that Taunina’s first

birthday flew by without anyone noticing! Besides being a good excuse to have a

party, birthdays also offer us an opportunity to reflect on the past year’s highlights –

and the low-lights – and to look forward to the next year ahead. So, armed with a cup

of our favourite fruit tea, we put our feet up and took five minutes to cast our minds

back a year.

http://taunina.com/?p=12225

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The Taunina artists joined Taunina full-time in September 2011. When asked

whether they felt they had learnt a lot in that year, the answer was a unanimous

“Yes!” Of course, the best way to gauge just how much the they have learnt is to

compare the first bear they made to their most recent one. When most of the artists

looked at their first bear, they laughed in disbelief. Each artist has developed her own

signature stitches, style and motifs, making it easy for those of us lucky enough to

work with these treasures on a daily basis to immediately identify its creator.

The artists all agree that at first it was an adjustment to work in a close-knit team with

such a strong focus is on quality and excellence. Fortunately they rose to the

occasion and the result has been is a strongly bonded and hard-working team,

always willing to hone and improve their skills. “We really are like a family,” says

Nomgcobo, “Over the weekends we actually miss each other and often phone one

another!”

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After much hard work and several late night shifts, we launched our website in

November 2011, and received many compliments for it. Thank you especially to

designer Suzi Aldermann of Slice Solutions (www.slicesolutions.com) and digital

communications specialist, Bronwen d’Oliveira. We can highly recommend these two

talented women!

Very few years pass without any sadness, and in the Taunina family’s case it was the

unexpected death of Mercy’s husband, Godfrey. Mercy, we acknowledge the grace

and dignity with which you have dealt with your pain.

On a more joyful note, we were delighted to hear of the arrival of Olivia, daughter of

Taunina co-founder Karen Jansen. Karen is based in Austin, Texas and is Taunina’s

logistics expert. Congrats to you and Don, Karen – we’re confident that Olivia will

soon be a discerning soft toy collector!

In February the Taunina team grew by two more members, Nicola Frost and Mzo

Jilaji. Nicola is our resident graphic designer who makes sure that all the

communications we send out are just as beautiful as our soft toy collectables. Mzo,

the only man in our team, is a pillar of support when it comes to administration and

ensuring that everyone has the supplies they need.

Much of the second half of our first year was spent refining our product range and

ensuring that any logistical hiccups are ironed out. One year on, and we are now truly

ready to bring you the most beautiful collectable soft toys in the world!

Taunina Beliefs

Taunina was born out of two fundamental beliefs: that age-old artistries around the

world are art forms to be preserved, revitalised, and treasured; and that, while

employment creation is of vital importance, nothing develops self-esteem quite like

being recognised as creators of pieces that are cherished the world over.

Building on these beliefs, Taunina employs gifted artists from disadvantaged

communities around the world and affords them the opportunity to use their unique

cultural heritage and artistry to create beautiful handmade, appliqued

and embroidered, collectable soft toys that are treasured around the world. It

provides them with a stable, above-market income and, most important, a sense of

dignity and pride that radiates more brightly with every passing day.

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Beauty that breathes

Every Taunina creation is brought to life with a very special purpose: to tell the story

of the artist who infused it with her soul, to connect the lives of artist and guardian

(the person given the honour of looking after a Taunina teddy bear, bunny rabbit or

puppy dog), and to change the world one lovingly made stitch at a time.

Taunina collectable soft toys are inextricably linked to the artists who created them,

reflecting their stories, histories, hopes, and dreams. Each collectable soft toy carries

their initials, transforms their belief in themselves, supports them financially, and

changes their lives – and the lives of their families – for the better.

This makes a Taunina collectable so much more than a teddy bear or bunny rabbit.

It’s a gift with meaning and soul. Most important, it’s a gift that helps realise dreams:

both for the artists and for Taunina’s customers, who are able to make a real

difference in someone’s life. A Taunina handmade appliqued collectable soft toy is a

highly personal, symbolic and unique gift. A rare and exquisite work of art. A thing of

beauty, both inside and out.

It all started with a dream for two idealists: an effusive South African named Tracey

and an impassioned Brazilian-American named Karen, who met in the hallowed halls

of the London School of Economics.

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A dream to change lives, one stitch at a time

Determined to solve the problems of the world, a late-night espresso-induced

solution emerged (with invaluable help from Shrav and Terry): to build a company

that nurtures and revitalises age-old artistries, providing women from disadvantaged

communities around the world with the opportunity to not only use their creativity to

earn a living, but also to be recognised and respected as some of the most gifted

artists in the world. Taunina would serve as a platform for transforming the lives of

those who need it the most, elevating their work, and providing them with access to

markets they could never reach before.

Time to change course

“We were disenchanted with a marketplace flush with sterile, mass-produced, and

low-quality goods, and dismayed by the seemingly limited appreciation of unique

artistry in many emerging markets,” says Tracey. “We could not understand why

these art forms were being relegated to compete with low-cost items from China.

Why were they not recognised as the priceless art that they were?”

“We studied numerous artisan-aid initiatives and found that they improved lives, but

often failed to make a meaningful and enduring impact,” Karen adds. “Why? Because

they were pricing ‘art’ to compete with mass-produced goods; because they were

trying to scale production of something that was not scale-able; because they were

trying to sell ‘craft’ rather than art and design; because they weren’t reaching the right

markets; because they were devaluing their products as pity-purchases, as charity.”

A gift with soul for a new generation

Extensive market research highlighted that a new consumer was emerging: a socially

conscious consumer, who is looking to use her purchasing power to make a

difference. High-income earners in developed markets are yearning for gifts with

more meaning, gifts with soul, gifts that change the world.

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And so, Taunina was born: a global social enterprise that represents the intersection

of art, commerce, and social consciousness, and is set apart by its founders’ resolute

determination to make a difference in the world. Taunina combines an appreciation

for luxury, the universal love for teddy bears, bunny rabbits and puppy dogs, and the

desire to achieve measurable social impact, and is opening the world’s eyes and

hearts to the inimitable value of its one-of-a-kind handmade works of art.

Our brand essence

Five fundamental values underpin Taunina as a brand: artistry, heritage, beauty,

rarity, and soul. Each and every piece is a one-of-a-kind artistic masterpiece that is

intended to inspire for generations. Taunina is based in Cape Town, South Africa,

with plans to expand its family of artists to Brazil and India in 2014.

Luxury in the noblest sense cherishes craftsmanship, artistry, beauty, heritage, and

uniqueness. It is timeless and classic, scarce and exclusive, art to be prized and

appreciated from one generation to the next. The defining characteristics of luxury

are changing.

The new essence of luxury cares about its environment

and society. It prides itself on being socially conscious, ethically responsible, and

unwaveringly

committed to traditional values, authenticity, and transparency. It preserves and

respects natural resources. It revitalises and reveres heritage and artistry. It improves

the lives of impoverished individuals and communities. And it heralds the age-old

adage of ‘less is more’: a powerful call to consume and dispose of less, and

appreciate and cherish more.

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While the combination of luxury and sustainable development may initially seem

incompatible, it is one of the most exciting new chapters in the luxury industry’s life –

a means of reaffirming fundamental values and becoming exemplary once more.

Sustainable luxury is ethical and socially conscious. It is spending without excess,

without damaging the environment, and without exploiting individuals.

Taunina is sustainable luxury.

A business that cares

Taunina designs, assembles, and sells

exquisite one-of-a-kind handmade appliquéd and embroidered collectable soft toys.

Taunina collections embody craftsmanship, superior quality, heritage, and exquisite

artistry – the hallmarks of luxury goods and the minimum expectations of the most

discerning consumers. As a company, Taunina is leading the way as a 100%

authentic sustainable luxury business. This means that we operate with the utmost

care for the environment and with an unwavering focus on improving the lives of

those living in underprivileged communities.

Caring for the environment

Our care for the environment starts

with the product itself: created with the highest quality material, artistry, and love,

Taunina collectable soft toys are heirlooms that will last for generations to come. You

won’t find Taunina teddy bears or bunny rabbits filling up our landfills alongside the

plethora of mass-produced gifts that lack originality and meaning.

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Our ethos extends to our packaging: a beautiful and re-usable hatbox that serves as

a practical storage container is sure to accentuate any bedroom or nursery. It also

shapes our choice of business partners: we strive to source material only from

suppliers with earth-friendly business practices. Finally, it informs our logistics

choices: we encourage our online customers to purchase collectable soft toys that

are waiting in their nearest region by indicating where each collectable is currently

located from an order fulfillment perspective (see Shipping for more information).

Improving the lives of the underprivileged

Our focus on improving the lives of disadvantaged people means that we operate in

underprivileged communities where opportunities are limited but creativity and

passion abound.

We provide our artists with the support and market access they need to make a living

by using skills that many of them learned at an early age. And we actively involve

them as business partners, sharing in the success of the business. Artists receive a

steady income (vs. piece rate pay) in the form of wages that are significantly higher

than market-related salaries. In addition, they will receive 30% of the before-tax

profits of the company: 20% through the Bear Essentials Fund (which contributes

towards the housing, healthcare and education of their families) and 10% in the form

of productivity-related cash bonus payments.

Taunina encapsulates the essence of sustainable luxury by nurturing the creativity,

artistry, traditions, and dreams of its gifted artists, who have managed to rise above

the challenging circumstances of their home communities to create some of the most

beautiful appliqued and embroidered teddy bears, bunny rabbits and puppy dogs in

the world.

Socially conscious consumption

Taunina customers are ambassadors for making a difference and protagonists for a

better, more sustainable and more egalitarian world. The lives of those who are gifted

Taunina teddy bears are immeasurably and eternally enriched by the bond created

between themselves and the Taunina artist and her family. They are exposed first

hand to global and social issues that are likely to change their perspectives forever.

In gifting someone a Taunina collectable, the giver grows the recipient’s world,

achieves measurable and visible social impact, and is recognised as a catalyst for

change.”

http://taunina.com/?page_id=747

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South African soft toys launch in Barneys, New York Source: http://www.bizcommunity.com/Article/196/469/89246.html#sthash.KZ17bKXJ.dpuf, [Accessed: 28 February 2013] 14 Feb 2013

In a coup for a Cape-based design house, the Taunina collection will take centre

stage at the Easter display in New York's iconic luxury department store, Barneys.

An anagram from the African word 'tau', meaning lion, and NINA, an acronym for 'No Income, No Assets', this luxury brand was established in 2011, employing underprivileged women skilled in its signature artistry to handcraft its heirloom-quality collections. Each piece is one-of-a-kind, created by a single artist over a four to seven day period and embellished with exquisite embroidery and appliqué detail.

The company's soft toy collections made their New York City debut in September

2012 at premier children's boutique store Bundle where these South African hand-

made collectables flew off the shelves within a week. It will be releasing its home

décor range in April 2013.

A-list clientele

The specialty retailer, located on Manhattan's prestigious Madison Avenue, is the 'go-

to' store for sought after designer brands, its A-list clientele includes chart-topping

pop stars, Hollywood actresses - Sarah Jessica Parker, Reese Witherspoon and Halle Berry - fashion celebrities and New York City socialites.

"It is a 9-storey magical castle overflowing with beautiful, timeless and unique pieces

of art. The perfect hideaway for our artists' enchanting creations," said Tracey

Chiappini-Young, co-founder and CEO of Taunina.

"We are delighted to offer our one-of-a-kind treasures to the store's discerning

clientele and to provide them with the opportunity to serve as ambassadors of social

good and protagonists for a better world," said Karen Jansen, who co-founded the

enterprise to meet the growing needs of disadvantaged communities through

employment creation and authentic empowerment.

http://www.bizcommunity.com/Article/196/469/89246.html#sthash.KZ17bKXJ.dpuf

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Supporting artists

Besides paying the artists above market-related salaries, the company is structured

so that 30% of the before tax profits flow to the artists: 20% through the Bear

Essentials Fund to pay for housing, healthcare and education and 10% in

productivity-related bonuses.

Each creation carries the initials of the artist and is a manifestation of her inspiration

and dreams for the future, providing her with financial security and the ability to

transform both her own life and that of her family.

"The unique beauty of each collection piece lies in how it transforms the life of the

women who made it and establishes a lifetime connection between the artist and the

purchaser," concludes Chiappini-Young.

The toys are available for sale online

at www.taunina.com, www.bundlenyc.com and www.barneys.com.

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