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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE: 

Develop and manage portfolio marketing mix strategy 
SAQA US ID UNIT STANDARD TITLE
10093  Develop and manage portfolio marketing mix strategy 
ORIGINATOR
SGB Marketing 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-  
FIELD SUBFIELD
Field 03 - Business, Commerce and Management Studies Marketing 
ABET BAND UNIT STANDARD TYPE PRE-2009 NQF LEVEL NQF LEVEL CREDITS
Undefined  Regular  Level 6  Level TBA: Pre-2009 was L6  32 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Passed the End Date -
Status was "Reregistered" 		 2005-09-13  2008-09-13  SAQA 0160/05 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2009-09-13   2012-09-13  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This unit standard does not replace any other unit standard and is not replaced by any other unit standard. 

PURPOSE OF THE UNIT STANDARD 
This unit standard is a core standard and forms part of the qualification, National First Degree, and is registered at Level 6 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in either Marketing Communication, Marketing Management, Market Research or Customer Management, where the acquisition of competence against this standard will add value to one's job.

This standard will also add value to learners who are starting their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:
  • Segmenting the category
  • Accessing portfolio and individual brand performance
  • Identifying and developing category / portfolio innovation opportunities
  • Monitoring product and packaging development
  • Reviewing pricing activity
  • Managing project work
  • Monitoring portfolio profitability
  • Monitoring brand positioning within the portfolio 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this qualification, will have demonstrated competency against the standards in the qualification, National Diploma in Customer Management or equivalent at NQF Level 5. 

    UNIT STANDARD RANGE 
  • Marketing including all forms of marketing communication, direct marketing and relationship marketing, sponsorship, event marketing, sales promotion, public relations and alternative strategies
  • Marketing mix including product, place, promotion, price, people, publicity, positioning
  • Market segments including homogenous, heterogeneous, substantial, operational, dimensions 
    		•

    Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Segment the category 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Sphere of influence defined 

    ASSESSMENT CRITERION 2 
    2. Competitive set identified and agreed 

    ASSESSMENT CRITERION 3 
    3. Complementary / alternative markets identified and agreed 

    ASSESSMENT CRITERION 4 
    4. Consumer / shopper profile identified and agreed 

    ASSESSMENT CRITERION 5 
    5. Trends tracked for category size, volume, consumption and consumer projections 

    ASSESSMENT CRITERION 6 
    6. Category purchase need developed and agreed 

    ASSESSMENT CRITERION 7 
    7. Category consumption need developed and agreed 

    ASSESSMENT CRITERION 8 
    8. Segment definitions generated and agreed 

    ASSESSMENT CRITERION 9 
    9. Brands are aligned to segments 

    SPECIFIC OUTCOME 2 
    Access portfolio and individual brand performance 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Portfolio and individual brand performance is reviewed in terms of volume share, profitability, growth, consumer and shopper insights/attributes and innovation 

    ASSESSMENT CRITERION 2 
    2. Solutions are recommended to leverage market opportunities 

    ASSESSMENT CRITERION 3 
    3. Elements of the marketing mix are monitored to achieve brand and category objectives 

    ASSESSMENT CRITERION 4 
    4. Competitor activity is monitored 

    ASSESSMENT CRITERION 5 
    5. Activity plans developed as needed with call to action 

    SPECIFIC OUTCOME 3 
    Identify and develop category / portfolio innovation opportunities 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Local market assessed for category situation / offerings vs. consumer and/or shopper needs 

    ASSESSMENT CRITERION 2 
    2. International market reviewed for local application 

    ASSESSMENT CRITERION 3 
    3. Gap analysis conducted to identify possible category/portfolio opportunities 

    ASSESSMENT CRITERION 4 
    4. Consumer research initiated to determine scope of concept or new idea 

    ASSESSMENT CRITERION 5 
    5. Research results reviewed and go/no go decision taken 

    ASSESSMENT CRITERION 6 
    6. Project team established to develop full mix 

    ASSESSMENT CRITERION 7 
    7. Project managed based on company standard 

    ASSESSMENT CRITERION 8 
    8. Full mix presented to board for sign off 

    ASSESSMENT CRITERION 9 
    9. New product launched based on 

    ASSESSMENT CRITERION 10 
    10. Launch evaluated against pre-determined CSF's 

    SPECIFIC OUTCOME 4 
    Monitor product and packaging development 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Brief approved for alignment to brand plan, content and technical feasibility 

    ASSESSMENT CRITERION 2 
    2. Creative submissions evaluated with the Brand Manager 

    ASSESSMENT CRITERION 3 
    3. Impact to brand profitability reviewed with Brand Manager 

    ASSESSMENT CRITERION 4 
    4. Proposed changes assessed against shopper and consumer needs 

    ASSESSMENT CRITERION 5 
    5. Revised packaging approved by internal stakeholders 

    ASSESSMENT CRITERION 6 
    6. Approved packaging changes implemented using project management system 

    SPECIFIC OUTCOME 5 
    Review pricing activity 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Pricing strategy for portfolio developed 

    ASSESSMENT CRITERION 2 
    2. Brand pricing ranges approved and communicated to relevant internal stakeholders 

    ASSESSMENT CRITERION 3 
    3. Pricing reviewed in line with portfolio and/or brand profitability 

    ASSESSMENT CRITERION 4 
    4. Price increase/decrease approved in line with portfolio and brand objectives 

    ASSESSMENT CRITERION 5 
    5. Price surveys reviewed for in-store RSP within approved bands 

    SPECIFIC OUTCOME 6 
    Manage project work 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Projects are identified and agreed with the category team 

    ASSESSMENT CRITERION 2 
    2. Project team is established and roles are agreed 

    ASSESSMENT CRITERION 3 
    3. Project team meetings managed in line with approved project management process 

    ASSESSMENT CRITERION 4 
    4. Project implemented and managed at each stage of the process 

    ASSESSMENT CRITERION 5 
    5. Critical path is developed, approved and managed throughout the project 

    ASSESSMENT CRITERION 6 
    6. Project is evaluated against pre-determined critical success factors 

    SPECIFIC OUTCOME 7 
    Monitor portfolio profitability 

    ASSESSMENT CRITERIA     

    ASSESSMENT CRITERION 1 
    1. Portfolio profitability information gathered 

    ASSESSMENT CRITERION 2 
    2. Portfolio profit margin analysed to identify areas of cost influence 

    ASSESSMENT CRITERION 3 
    3. Recommend improvements to be made to portfolio profitability 

    ASSESSMENT CRITERION 4 
    4. Brand profitability reviewed to ensure alignment to the portfolio plan 

    ASSESSMENT CRITERION 5 
    5. Margins monitored to ensure profitability targets are attained 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
    Providers offering learning towards this standard will be accredited by the Educational &Training Quality Assurance Body (ETQA) of the services SETA and/or by GENFETQA. 

    UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
    A demonstrated understanding of:
  • A comprehensive understanding of the marketing mix philosophy and processes
  • A broad and general understanding of methods and techniques for assessing product/brand performance
  • A general understanding of processes and procedures for managing projects
  • A comprehensive understanding of packaging methodologies and techniques
  • An all rounded and generic understanding of the industry, the product and the industry role players.

    Range: This knowledge will apply to the particular economic sector in which the learner is learning. Moderation of this aspect will therefore need to be carried out jointly by the relevant educating and training quality assurance body (ETQA) and the services ETQA. 
    		•


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the results obtained during the monitoring and managing of the marketing mix portfolio. 

    UNIT STANDARD CCFO WORKING 
    Work effectively with others in order to ensure that all activities related to management of portfolio marketing mix. 

    UNIT STANDARD CCFO ORGANISING 
    Organise oneself and one's activities to have alternative methods available when managing the marketing mix portfolio. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information so that marketing mix assessments conducted are accurate and in line with organisational requirements. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively with all stakeholders when assessing and monitoring marketing mix portfolios. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  20901   National First Degree: Marketing Management  Level 6  Level TBA: Pre-2009 was L6  Passed the End Date -
    Status was "Reregistered"     		 2018-06-30   


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    NONE 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.