Why is Peter Stuyvesant still one of South Africa’s most valuable brands?

Faced with a possible band from advertising on national media in Indonesia, Peter Stuyvesant would like to know why the brand has remained resolute under similar circumstances in the South African market. Measured by the South African brand watch company, Brand Finance Directory, the financial value of Peter Stuyvesant is growing, despite there, having been no tobacco advertising and sponsorship activity for the past 25 years in South Africa. The 2024 rankings were published recently saw Peter Stuyvesant climb into the top 30 of Most Valuable Brands in South Africa. As a marketing strategist in South Africa, the CEO for Peter Stuyvesant Indonesia requires your input on the following.

Question 1 (25 Marks)

Advertising and sponsorship are significant industries that not only support brands and jobs but also contribute to economic development even in South Africa. Provide evidence to support this assertion and discuss the reasoning behind banning tobacco advertising and sponsorship activities.

Question 2 (25 Marks)

In 2024, Peter Stuyvesant remains one of South Africa’s most valuable brands according to the Brand Finance Directory. Analyse the factors contributing to the enduring value of the Peter Stuyvesant brand in South Africa despite the decline in tobacco advertising and changing societal attitudes towards smoking. Among other factors, assess how the brand’s strategic marketing communication and historical legacy have influenced its continued success in the market.

Question 3 (25 Marks)

Despite the ban on tobacco advertising and sponsorship activities that took effect in early 2021 in South Africa, advertising still occurs in some capacity. Identify up to five consumer touchpoints to analyse brand communication techniques.

Question 4 (25 Marks)

Many tobacco marketing companies are shifting from traditional cigarettes to vapourisers or e-cigarettes.
4.1 In the context of the foregoing statement, use a consumer adoption process model to demonstrate how
Peter Stuyvesant new products can be adopted.

4.2 Provide clear recommendations for Peter Stuyvesant to accelerate the acceptance of e-cigarettes or vapes using the Diffusion of Innovations model.

Anwers to Above Case Study Questions

Answer 1: The role of advertising and sponsorship is significant from the point of view of building a brand, creating jobs and achieving economic development. An analysis of this assertion including the reason behind banning tobacco advertising and sponsorship activities in South Africa is carried out as follows: