UNIVERSITY OF MAURITIUS
FACULTY OF LAW AND MANAGEMENT
PROGRAMME BC (ONS) UMANRESOURCM ANAGEMENT
BSC(HON) MANAGEMENT WIINANCE
BSC(HON) MANAGEMENT WINFORMATIOSYSTEMS
BSC (ONS) ARKETINGMANAGEMENT
MODULE NAME M ARKETINFUNDAMENTALS
MODULE CODE MGT 1203 (1)
12 May 2009
TIME 13:30 – 15:30
DURATION 2 Hours
NO. OF 5 NO. OF QUESTIONS 4
QUESTIONS SET TO BE ATTEMPTED
INSTRUCTIONS TO CANDIDATES
There are 2 Sections in this paper : Section A and Section B.
Section A is COMPULSORY.
Section B consists of 3 questions. Answer ANY TWO (2) questions from
Section B. MARKETING FUNDAMENTALS – MGT 1203 (1)
SEECTTION AA [COMPULSORY]
Ben Sherman : Use of the Marketing Mix in the Fashion Industry
Ben Sherman’s name has always been closely linked with the British music scene and
with fashion. Its customers are young and at the forefront of style. Ben Sherman has
developed a balanced marketing mix and the company ensures that its products
reach the market segments.
A strong brand image ties the product range togetEach collection has an
umbrella theme. In 2007, the product theme was ‘This Sporting Life’ and the
marketing theme was ‘British music and style’. Ben Sherman uses major fashion
shows to launch its collections to the press.
Customers are willing to pay more for ‘aspirational’ products, such as designer wear.
These products or brands show that those who own or wear them have a degree of
success in their lives. These brands are not price sensitive, as people are willing to
pay premium prices for individuality or for the latest style. Ben Sherman produces
mostly medium-price range products.
Ben Sherman uses traditional distribution channels: its own stores, independent
fashion stores and department stores. Ben Sherman works in close partnership with
department stores, creating ‘shop-in-shops’ – a unique concept where the customer
feels that they are in a Ben Sherman store. The store shares its marketing information
about what types of customers are purchasing and which products are most in
Ben Sherman uses promotion to help inform customers about its products. Through
this information, it increases the customers’ desire to buy its products. Promotion
also includes direct mails, exhibitions or events, sales promotions, public relations,
sponsorship and product placement.
Ben Sherman is a brand that appeals to the youth market. Its responsiveness to
changing tastes in fashion and music throughout the last fifty years has provided it
with a unique heritage of quality, personality and style. This has made Ben Sherman
into a great British icon, reflecting British culture as it does business across the world.
Adapted from www.t