From bidorbuy to bob shop : how to market the change? / Yvonne Saini, Stephanie Townsend, and Claire Beswick.

Format:

Book

Author/Creator:

Saini, Yvonne, author.

Townsend, Stephanie, author.

Beswick, Claire, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Business planning--Case studies.

Business planning.

Advertising--Case studies.

Advertising.

Consolidation and merger of corporations--Case studies.

Consolidation and merger of corporations.

Marketing--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Wits Business School, 2023.

Summary:

Online South African marketplace, bidorbuy, and e-commerce logistics organisation, uAfrica-both co-founded by Andy Higgins-merged in August 2022 to form the Bob Group. The intention of the merged company was to rebrand bidorbuy as Bob Shop, and to launch the new brand in the first quarter of 2023, when all systems had been properly integrated. Looking ahead to the launch, Higgins, along with the head of Bob Shop, Craig Lubbe, and its head of marketing, Anne-Marie Green, knew that they had to come up with a compelling marketing strategy that would engender confidence in the new brand and help change the trajectory of the marketplace, which had lost ground to competitors in recent years. As they talked, they wanted to be sure, among other things, to optimise the mix of online and offline advertising. There was a lot riding on these decisions, and they needed to be sure to give Bob Shop the best (re)start possible.

Notes:

Description based on XML content.

ISBN:

979-83-488-5081-4

OCLC:

1569208789

Publisher Number:

T300891