Pep Assignment

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Brand assignment

Student number: 12-000002199

In this assignment I will be discussing specific branding factors surrounding the Pep Stores brand. I will start off by providing a background on the pep brand, then segment the brands target audience based on the various segmentation tools that ive learnt and explain why segmentation is so important, after I have completed that I will go into detail about consumer behavior and the importance of it and finally I will explain the buyer “decision making process” and apply it too the Pep Stores brand.

Pep Stores is an Every Day Low Prices variety store for family life essentials. They sell clothing, footwear, home-ware, baby-wear, school-wear, health, beauty and wellness products, cellular products, insurance policies, etc… Pep has more than 1600 stores, making it the biggest single brand chain store in Southern Africa (Angola, Zambia, Zimbabwe, Mozambique and Malawi ), Poland and Australia.
The company started in 1965 with a clear vision and evolved over time into a multinational that sells 500 million products through 220 million customer transactions every year.

Pep stores is south africa’s largest single brand retailer. Pep identified its core target audience as parents with children and young single couples of all races with a lower level of education and a lower middle class income between the ages of 25 and 40 in the LSM 2 – LSM 4 groups. Grandparents in LSM 2 – LSM 6 were also identidied as the core target group. Parents with children and young singles in the age group of 25-40 within LSM 5-6 groups were identified as peps secondary market.

Segmentation- refers to dividing te market into smaller segments ot pieces.

Target audience refers to a specific group of people within the target market at which a product or the marketing message of a product is aimed at. A target audience can be formed of people of a certain age group, gender, marital status,...