Public Relations: How to Market via direct Mail;”Diggy Mobile”


The Small Business Encyclopedia  (2015) defines Direct Mail Marketing, as a Marketing effort that uses a mail service to deliver a promotional printed piece to your target audience. Direct mail encompasses a wide variety of Marketing materials, including brochures, catalogs, postcards, newsletters, and sales letters. Major corporations know that direct mail advertising is one of the most effective and profitable ways to reach out to new and existing clients (Skinner, Mersham & Benecke, 2013:189).  The older generation still enjoys sending and receiving mail, there is still a sentimental feeling towards receiving a personally written message in the mail. In this essay direct mail Marketing will be discussed as be as a Public relations Marketing tool for Diggy Mobile.

Lets say a company called “Diggy mobile”  that is a new network provider that was established in 2013 in South Africa, it offers its clients with services such as airtime, internet data bundles, and other services. And now Diggy mobile is facing a high competitive market in the telecommunications industry, thus it is failing to attract new clients which results in its revenue decline. Diggy mobile has decided to use direct mail Marketing as a public relations tool to attract new clients. In order for a direct mail Marketing campaign to be effective the following must be implemented:

The Right Objective

The direct mail Marketing campaign for Diggy Mobile must have the right objective, without any objective there will be no yard stick in which to measure the direct mails success.  When the objective of Diggy mobile is clear every element in the direct mail package must lead the recipient towards the action which is for the recipient; to purchase and use Diggy mobile as their mobile network. With the right objective will lead to the next action which, is to have the right mailing package.

The right mailing package

With the right mailing package the envelope is the most important aspect. The envelope increases the chances of getting the reader to open the envelope and read the contents (Skinner, Mersham, and Benecke 2013:180). The more appealing the envelope is to the reader, the more beneficial the result for Diggy mobile. For example Diggy mobile could offer a voucher worth of a substantial amount of air time for every client that joins Diggy mobile, there for the envelope could have smaller sticker written “Free airtime!” this will definitely alarm the reader to want to read the content inside the envelope.

The next item is the letter; the letter delivers the message to the reader (Experian, 2015). This represents who and what Diggy Mobile is, why Diggy mobile is more affordable than its competing providers, special benefits such as  low data bundle rates, longer off-peak hours for clients, the free airtime voucher that is advertised on the envelope and other services that Diggy Mobile offers such as less data rates resulting in more voice call airtime availability.

Having a great design that stands out and also works to reinforce the message of Diggy Mobile is essential for the success of this direct mail. The visual reinforcement of the message must show Diggy mobile’s services in detail and it must expand on the benefits of use of Diggy mobile (Skinner, Mersham & Benecke,2013:190). It will also illustrate the service and value to the reader. It will entail details such as airtime rates for example R1:00, R15:00, R25:00, R80:00 airtime rates and price of bundles, R30:00- 200MB. And state that sim cards are free for a certain period of promotion.

Every Direct mail must have a “call to action” this is to drive the reader of the mail to act on the recipient of the mailing, the more options Diggy Mobile offers the audience;  the better the chances of receiving replies. The response channel will be used as a way to capture information about customers; here Diggy Mobile will include a competition where customers must fill in information about them to enter

(Oliveira, 2014). Here Diggy Mobile’s customer care number will be included with physical and postal address to its various stores, Diggy Mobiles website address ( and an email address. The next factor is the right list of the target.

The Right List

This is where Diggy Mobile will define its target market. This must be done precisely. Precise target Marketing will improve the response rates and the return on investments for Diggy Mobile. Not all customers are the same or in the target market of Diggy mobile rather than sending direct mail to the entire customer base; Diggy Mobile will identify specific customer groups and target accordingly. The right list for Diggy mobile to use will be based on demographics; the Age preferably 13-55 which are people who use cell phones, the occupation of the customer are they employed , scholars, students or unemployed, the income group (who of the target market gets income) and their geographic, where the customers live. This information will be Diggy mobile to know which exact areas to send the direct mail (Oliveira, 2014).

The Right Offer

The offer made by Diggy mobile needs to be carefully thought out, and matched as closely as possible to the interests, needs, and motivation. This is where the value or benefit of using Diggy Mobile is emphasised (Klein, 2010). The right offer that makes Diggy mobile more valuable to its customers are the following; lower data bundle rates, longer Off-Peak hours and monthly competitions where cool prizes like smart phones can be won.

The right Copy

This copy will grab the readers’ attention from the very first glance, it will arouse readers’ interest, than develop that interest into a strong desire, and then that desire will result into the desired action by the reader which is to subscribe to Diggy Mobile. This letter will be written from the readers point of view, the sentences will be short, active words and one-syllable words will be used, and it will be written to achieve its goal, with all the information  needed (Skinner, Mersham, Benecke, 2013:191).

The Right Graphics

Diggy Mobiles direct mail needs to constitute exceptional product design create leading-edge ideas that better engage with the target audiences. This letter will get

Diggy Mobile noticed by being formatted in a innovative and attention-grabbing (Quad Graphics, 2014).Diggy Mobile will hire professional Direct Mail Graphic designers that will ensure that the direct mail will represent Diggy Mobile, from format to colour and other aspects such as logo etc.

The Right Test

This campaign will give Diggy Mobile the opportunity to find out the best audience for Diggy Mobile, and which offers generate the greatest response. The testing will be conducted from the information gathered from responses of readers who entered the Diggy Mobile competition, and also from recording the number of marked sim cards that were activated by the readers (Oliveira, 2014).

The Right Analysis

This is when Diggy Mobile will measure the success of the campaign (Oliveira, 2014). The analysis that will be used to measure the success of this direct mailing will be the return on investment, the number of new clientele that Diggy Mobile acquired and  the number of clients that were active on the competitions. Also the time frame of the clients that have joined Diggy Mobile due to this Campaign, this will measure the clients loyalty.

The Right Frequency and Priority

Since Diggy Mobile wants to preserve loyalty from their clients and ensure that new clients are attracted frequently, this campaign will have to continue for every 3 months. This will help the customers of Diggy Mobile to feel that they get more value and more free bees when using this mobile network, which will result in customer loyalty. And also it will attract the readers who haven’t joined from the first campaign as they will see that with Diggy Mobile they get more benefits than with their current network provider.


Skinner, C. Mersham, G & Benecke, R. 2013. Handbook of Public Relations: 10th Edition. Cape Town: Oxford University Press Southern Africa (Pty) Ltd.

Oliveira, G. 2014. How to Plan Your Direct Mail Marketing Campaign. [Available] (Accessed 10 April 2015).

Kelin, J. 2010.  Marketing strategy. [Available] (Accessed 10 April 2015)

Experian. 2015. Direct Mail Marketing. [Available] (Accessed 10 April 2014).

Quad Graphics, 2014. Direct Mail: Fact Sheet. [Available] (Accessed 11 April


Small Business Encyclopedia. 2015. Direct Mail. [Available] (Accessed 9 April 2015).


Parliament is an Entertainment Channel


South African’s have found another channel to find laughter, humor, entertainment and reason for conversation, but no,  I’m not talking about comedy central. Ever since the last elections Parliament has become such a joke, ever since the EFF earned chairs, there has been drama, after drama in Parliament, the kind of drama that has given those who never cared about parliament reason to start watching it.

People don’t watch it only for the matter of just watching, to get a gag out of it. Personally I see this as a good thing as more South African’s will be making more informed decisions in their votes in August. EFF is definitely painting the walls of parliament red, literally and figuratively. There has been a few astonishing firsts for a democratic Parliament of South Africa, such as the fists thrown, having people being asked to leave parliament, before it is adjourned, and the direct disrespect towards the president.

It is a total joke. At first I thought it was irritating, but now I see the change it is bringing, more and more people are focused in the politics, and making well informed decisions regarding the situations of their own country, the EFF’s disruptions, through questions to the presidents, has opened the eyes of many, and is leading people to open up their eyes and see where the country is going.

The DA is also giving the ANC s tough challenge by questioning, commenting on the failures of the current government. To have found myself watching parliament was astonishing, as I never really cared for it, i only depended on the news to see what is happening, but not anymore, now my fellow students and I tune into the Parliament channel to see what’s next, nobody wants to hear from twitter what happened, we all want to see it when it first happens.

Issues of Parliament been shared on twitter has shown that more and more youths, have become interested in the politics of the country. This shows a promising future for the politics of the country. In the end the ridiculous scandals in parliament have not being all bad since a whole lot of positive outcomes have raised from them.

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Smoke N Bubbles

Official Smoke N Bubbles Invite
Official Smoke N Bubbles Invite

Smoke N Bubbles is a nightlife event hosted by BlaQwide Liquids, where the main theme is smoke n bubbles creating a cool and fun atmosphere for its attendees. The first Smoke N Bubbles was hosted in 2014 at Musiq N Lights, being an attendee I must say it was #Lit and progressively last year was even better. A sneak peak on how it went down at the very first Smoke N Bubbles.

The very first Smoke N Bubbles
The very first Smoke N Bubbles

This year the aim is to reach new heights of fun, attract a bigger crowd, a whole new different venue and new partnerships with other youth companies such as YUNG APPAREL. The aim is to create a lifestyle that is modern and unique for all the “nocturnal” humans out there (those who enjoy the night life). The best part about this event is that it is also a great place to socialize, meet old friends, and make new friends while dancing the night away.



Smoke N Bubbles 2016 will be hosted at the Mandebi Chisanyama in Atteridgeville, on the 27th of August.


BlaQwide LiQuids is a company that offers mobile bar services, offering a wide range of cocktails, for functions, events and any kind of party. The best part is that it offers an experience of high life style at a very affordable price. And since they offer both virgin and non virgin cocktails, those who don’t drink alcohocan also have fun of their own.


BlaQwide LiQuids
BlaQwide LiQuids


This means that anyone can come to Smoke N Bubbles, alcohol friendly, or anti-alcohol, whether you prefer cocktails, beer vodka, cider, it will all be served. And obviously what is Smoke N Bubbles without the smoke, yes I’m talking about Hubbly Bubbly, there are no restictions, one can bring their own or hire one at the event, depending on what conveniences you.


Fun is never complete without food. Founded by four Lifestyle enthusiasts, ‪#‎StreetKitchenWithStunts‬  will be there to serve a delish menu of burgers, platters, folders, wraps, wings, and chips to satisfy your pallet Therefore all u will have to bring is yourself, and money to spend.

Street Kitchen With Stunts
Street Kitchen With Stunts









Ambition: Wuthering Heights

The question is, is ambition a noun or a verb? The oxford dictionary defines ambition as, something that one wants to do or achieve (Turnbull etl, 2015). The Unabridged dictionary defines it as “an earnest desire for some type of achievement or distinction, as power, honour, fame, wealth, and the willingness to strive for its attainment (, 2015).

An ambition is an eager and sometimes inordinate, desire for preferment, honour, and superiority, power, or the attainment of something. It is also to object or obtain a goal that is immensely desired. It originates from the Middle English word “Ambicioun” via the Latin and middle French, meaning the excessive desire for power, money, or wealth. Ambition can be driving force for success or in some cases the road to failure (123HelpMe, 2015).

Ambition is also a strong desire to achieve something in life. Having an ambition needs continuous efforts towards achieving it. Different people have ambitions in life, the nature of ambition varies from person to person. Ambition depends on ones, family background, upbringing, social status, and economic condition (Rajkoomar, 2010).

Ambition is not always a positive desire, ambition can also be negative; ambition can be greed, intolerance and the drive for power (Writefix, 2012). In Emily Brontë’s Wuthering Heights, Heathcliff is a perfect example of a man who grows up to have negative ambition, his ambition was revenge, and he knew he would achieve that by gaining economical power in order to gain property which is Wuthering heights.


Ambition in Wuthering Heights.

Wealth and power leading to social ambition and to property ambition

Social ambition is the main basis for the main conflict in Wuthering Heights. Catherine who was a wild young girl in the novel, had a very close relationship with Heathcliff, but as she grows and becomes more aware wealth and society, she drifts away from Heathcliff, as she tries to fit in with those who are higher in the social ladder who are the Linton’s. Catherine is in love with Heathcliff but she is in love with wealth and social appraisal even more, since she chooses to marry Edgar Linton instead of the man she loves. Catherine’s ambition is to be wealthy and to be the greatest women in society, loved and praised by society her society. And her love for Heathcliff is nothing but the end of her high social status “It would degrade me to marry Heathcliff…” (Brontë, 2010:) these are her words to Nelly when she wants Nelly’s advise about Edgar Linton’s proposal to her when Nelly asks her about Heathcliff. It is unfortunate that in this conversation Heathcliff only hears these words and not the rest of their conversation when Catherine expresses her love for Heathcliff and how Heathcliff is more herself and that their souls are made of the same substance (Brontë, 2010:).

This angers and hurts Heathcliff because he knows that he could have won Catherine’s heart if he was not of common birth or poor. This is the first driving force for his social ambition. The second reason that social ambition is important to Heathcliff is because of how badly he is treated by Hindley, particularly after Mr. Earnshaw dies and Hindley inherits the estate.

“I want you to be aware that I know that you have treated me infernly-infernly! Do you hear? And if you flatter yourself that I don’t perceive it you are a fool- and if you fancy I’ll suffer unrevenged, I’ll convince you to the contrary, in a very little while!” (Brontë, 2010:) these are Heathcliff’s words to Hindley promising him to avenge himself for the mistreatment Hindley has done to Heathcliff. As he continues to say that god shall not have the satisfaction that he shall when avenges Hindely, and he states that these thoughts of revenge numb his pain.

Heathcliff leaves Wuthering Heights motivated by social ambition and vengeance, and years later he comes back wealthy and polished. As Hindley is devastated by his wife’s death he has become a drunkard and has gambled all his inheritance away. Heathcliff convinces him to sell Wuthering Height to him, and automatically gains control of it.

Heathcliff although still in love with Catherine who is still married to Edgar, he marries Isabella Linton who he abuses physically and emotionally, he does this as revenge to the Linton’s for taking his love away who is Catherine. At this stage Heathcliff’s ambition has resulted him with wealth that buys him power over Isabella and Wuthering Heights where he mistreats Hareton who is Hindley’s son in vengeance of the bad way that Hindley had treated him when they were younger.

Heathcliff has a son with Isabella, who is named Linton Heathcliff, and he forces his son to marry the daughter of Catherine and Edgar “Catherine”, Knowing that young Catherine’s inheritance which is Thushcross Grange will automatically belong to his son. Knowing it will indirectly belong to him. It can be said that Heathcliff now owns both Wuthering Heights and Thrushcross Grange this satisfies his ambition for property.

Heathcliff’s ambition is negative in the sense that his ambition was driven by anger, pain, and vengeance. This resulted in no satisfaction in all that he had accumulated, all of the wealth and property he had did not bring him joy because in the end he still had not won his love Catherine. All he had accumulated was to make everyone else suffer and in the end this resulted in his own suffering (e notes, 2012).

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Linking Ambition to the Tragic Hero by Aristotle

Aristotle defines a tragic hero as a literary character who makes a judgment error that inevitably leads to his her own destruction. A tragic hero is man of noble stature and has greatness, therefore his character must embody nobility and virtue, he is not perfect, and the hero’s downfall is his own fault which is the result of free choice. The hero is physically or spiritually wounded by his experiences, often resulting in his death or fate. His punishment exceeds his crime, his fall is not all loss there is some form of gain in self knowledge (Gendy, 2014).

Heathcliff is the tragic hero in Emily Brontë’s Wuthering Heights his judgement was that everyone that caused him pain has to suffer, which led to his suffering, when he returns to Wuthering Heights he returns as a noble man with wealth, he is not perfect in many ways although he was handsome, he has a very dangerous temper, Heathcliff was spiritually wounded by his adoptive brother Hindley, and his punishment was to never get the chance to be with his love Catherine in life but rather in death.

Hamartia: Aristotle asserted that tragic heroes are guilty of hamartia, or “missing the mark” this means that the hero has made a bad decision or miscalculation as a result of poor reasoning or an external stimulus. In Wuthering Heights Heathcliff made a bad decision of causing harm to everyone that caused him pain and took his love from him Catherine.

“It is a poor conclusion is it not.., an absurd termination to my violent exertions? I get levers and mattocks demolish the two houses, and train myself to be capable of working like Hercules, and when everything is ready, and in my power, I find the will to lift a slate off either roof has vanished! My old enemies have not beaten me- now would be the precise time to revenge myself on their representatives- I could do it; and none could hinder me- but where is the use? …I can’t take the struggle to raise my hand! That sounds as if had been labouring the whole time, only to exhibit a fine trait of magnanimity. I have lost the faculty of enjoying their destruction, and I am too idle to destroy for nothing” (Brontë, 2010:340).

These are Heathcliff’s words when he realises that all he had done has not given him anything, and his revenge and ambition has turned out to be useless and non beneficial. This is when he gains knowledge of his actions.


The American Dream- Ambition and Social Expectation

The American dream is defined as someone starting low on the economic or social level, and working towards prosperity, wealth, and fame. The American Dream is symbolised by having lots of money, a car, a big house (mansion), expensive clothes, and a happy family symbolises the American dream. The Kardishian family are a perfect example of the American dream. This concept also represents that people, no matter who they are, can become successful in life by their own work. The desire to strive for what a person wants can be accomplished if that person works hard enough



Bronte, E. 2010.Wuthering Heights. Great Britain: Clays Ltd, St Ives plc

Dictionary Reference. 2015. Ambition. [Available] (Accessed 01 May 2015).

E notes. 2012. How does social wealth/social ambition play a role in Emily Brontë’s Wuthering heights. (Accessed 02 May 2015).

Gendy, A. 2014. Qualities of an Aristotelian Tragic Hero. [Available] (Accessed 02 May 2015). 2011. The Power Of Ambition. [Available] (Accessed 01 May 2015).

Michels, E. 2009. What is the American Dream? [Available]  Accessed 02 May 2015).

Rajkoomer, M. 2010. Essay On The Ambition In Life. [Available] (Accessed 01 May 2015).

Turnball, J. 2010. Oxford: Advanced Learner’s Dictionary. Cape Town: Oxford University press

Writefix. 2012. Is ambition positive or negative. [Available] (Accessed 02 May 2015).

SA Media Regulation: Under a Microscope


South Africa is going through a process of profound social transformation. In such transformation, many ideas, empirical perceptions, and attitudes ingrained in peoples thinking come under the spotlight. Mind-sets are challenged and paradigms are put to the test. Freedom of speech, access to information, and a free media are entrenched in the Constitution and the media operate in an environment free of oppression, persecution and the repressive legislation which sought to restrict and control the media (Anonymous, 2012:1).

Media policy distinguish external and internal media regulations, external regulations, and policy refer to the laws and regulations applied to the media and communication sectors, where internal regulation refers to those rules and codes of conducts formulated by the media organisations (Fourie, 2010:22) . These two regulations will be described in depth and their aims will be stated. Also two newspapers that are published on the same date will be compared looking at both their similarities and their differences in their articles and the reasons for these differences.

External regulations such as the Constitution protect and provides for the freedom of the media, freedom of expression and access to information. This is further supported by the legislative framework giving effect to the Constitution, including the Broadcasting Act of 1999, Independent Communications Authority of South Africa Act of 2000, Access to Information Act of 2000, Media Development and Diversity

Agency Act of 2002, Electronic Communications Act of 2005, Promotion of Administrative Justice Act including Chapter 9 of the Constitution which sets up institutions to support democracy. The legislative framework establishes an Independent Communications Authority of South Africa (ICASA) to regulate broadcasting, telecommunication and postal in the public interest. The regulator acts within the parameters of the policy and law, prescribes regulations, impose measurable license terms and conditions, monitor compliance to the license conditions and manage frequency spectrum (Anonymous, 2012:1). The purpose of the external regulation is to formally organise and direct media ownership and to protect society against possible harmful influences of the media (Fourie, 2010:22).

Internal regulations have the aim to achieve and maintain a high level of professionalism, ethical conduct, and adherence to the laws, rules and regulations of external regulations (Fourie, 2010:22) media organisations such as South African National Editors Forum (Sanef) are examples of these along with the Press

Ombudsman where print media is regulated under, a body it established and funds. The Press Council, the Ombudsman, and the Appeals Panel are a self-regulatory mechanism set up by the print media to settle disputes between newspapers and magazines, on the one hand, and members of the public, on the other, over the editorial content of publications. According to the media this mechanism is based on two pillars: a commitment to freedom of expression, including freedom of the press, and to excellence in journalistic practice and ethics. But there is another school of thought that this self-regulation mechanism by design only serves the interest of the media as opposed to serving the interest of the broader South African society.


The impact of gate keeping at the level of the individual journalist or editor, acting as a gatekeeper in terms of the news gathering and selection of news items from external sources, collective gate keeping in the form of explicit or implicit communication routines policies about the use of official or formal sources and the backwash effect of deadlines and the logistics of having to publish. Organizational gate keeping (e.g. organizational socialization which leads staff to adopt the value system of the news organization that employs them, and the group think phenomenon in which the pressure to reach consensus may override the contributions of individual members of staff (Looms, 2011:15).

For example the style of editing in “The New Age” is different to that in “The Times” this is according to the style of writing that is accepted in each news paper. This concludes that journalists working for either of these newspapers will have to write their articles in the style acceptable to that particular newspaper.

Self- Regulation a peer review system operating within a set of self-imposed rules by media. It consists of representatives from the media profession passing judgement of complicated matters of journalistic reporting using a journalistic code of ethics. Independent regulation implies independence from both the media and government.

The Press Council of Ireland embodies qualities of independent regulation where the Press Council itself and the Press Ombudsman are independent of government and in operation independent of the media. Co-Regulation is understood as a combination of government and the media industry regulation (Mtimde, 2012). The Press Freedom Commission (PFC) is an example of Co-regulation as it is a mixture of journalists, media owners, assistance from the state and it membership consists of media representatives and public figures.

Statutory regulation is realised when a regulatory body is either set up by statute or controlled by the government. The Models of government regulation differ worldwide and are not customised to set a formula hence the level of government involvement differs an example of this is ICASA which regulates both the telecommunications and broadcasting sectors in the public interest (Mtimde, 2012).

This concludes that external regulations, and policy refer to the laws and regulations applied to the media and communication sectors, where internal regulation refers to those rules and codes of conducts formulated by the media organisations (Fourie, 2010:22).



YDE Fashion is Worth Dying For


The Young Designers emporium, is one of the stores in South Africa that makes me be proud to be a South African, a business that firstly creates employment for South African designers, and Secondly takes the fashion of South Africans to new levels, where even international designers become interested into SA fashion.This is a company that is really worth  exploring, learning more about, and supporting.The clothes from these stores are praised by many, people who purchase from YDE truly know fashion. And women would kill each other for items from this store. As seen in this following video, of one of the naked sales, from 2013.

So what is YDE?

In 1995, Paul Simon (age 21) started the very popular Young Designers Emporium (YDE). The retail store for fashion designers soon grew to 13 stores across South Africa. Ten years later, he sold his company to Truworths International for an undisclosed sum of green, and with that, became one of the country’s most inspiring entrepreneurial success stories (Ventureburn)

YDE was conceptualised as a means to showcase the local talent of South Africa’s clothing, footwear and accessory designers. YDE is created for young, trendy customers of both sexes, and offers original, sexy, chic, expressive, edgy, and exclusive designer clothing and accessories to customers who follow both local and international trends, but who are individualists who do not conform to set, or pre-defined, standards (About YDE, 2016).

YDE opened its stores with only 10 designers and currently houses in excess of 80 local fashion designers who supply YDE outlets nationwide. The aim of its business is to showcase the latest in South African fashion design. YDE works with a pool of very talented young South African designers where 95% of their merchandise is locally made (About YDE, 2016).

The categories of merchandise available within YDE stores comprise of clothing, footwear, bags, accessories and jewellery (About YDE, 2016).

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The Young Designers Emporium (YDE) showcases South Africa’s young, cutting-edge fashion talent. As an agent, YDE markets the clothing and lifestyle products of emerging designers and suppliers. The unique trading formula of YDE provides an exciting platform for young designers to present their own labelled ranges in a branded space. The emporiums are aimed at fashion-forward customers aged 16 to 35 and offer clothing, shoes, bags and accessories (Truworths, 20143:4).

With an independant stand-alone store concept of 18 stores, its brand profile is that of young men and ladies from 16-35 years of age. It has R278 miilion agency sales, and a sales growth of 3%, there is no denying its success in the  South African clothing industry (Truworths, 2014:4).


The Effects/Threats of Technology on Marketing: YDE


Drucker, defines strategic marketing as a process that consists of analysing environments; the competitive and business factors that affect the corporation and its business units, identifying market opportunities and threats, forecasting future trends in business areas that are of interest to the enterprise. It is also setting objectives and formulating Corporate and business unit strategies. And it is selecting target market strategies for the product markets in each business units, establishing marketing objectives as well as developing, implementing and managing marketing program positioning strategies to meet the needs of the target market (Mongay, 2006:3).

Technological innovation originates in research and developments by both organisations and the state, results not only in new machinery or products but also in new processes, methods and even approaches to management, all of which bring about changes in the environment (Jooste, 2012:32).

Looking at the clothing industry of South Africa, the new technological methods to be considered are in terms of payment options for customers, being able to access their account information, anywhere online, and most importantly the convenience of shopping online.

YDE understands that their market involves customers who are busy, and do not have time to be going into the store to pay the accounts, so they give their customer five options in terms of method of payment; internet banking, debit order payments, ATM, cash desk in store (pay while shopping), and payment via post. With such a variety of methods to pay, it is safe to say that YDE customers have the choice to choose a payment method that best convenience their everyday lives (YDE Payment options, 2012).

YDE accounts can also be open online, therefore customers can go online to update their details, check their statements, and get information about what is new. This method saves money for YDE and is a good way to conserve the environment as, less paper is been sent to customers via mail, informing them of their balances etc.

The newest trend in South Africa is the convenience of being able to do shopping online. Today, South Africa’s online fashion space is largely dominated by the likes of Rocket Internet’s Zando, Superbalist, Spree of Naspers and long-standing retailers like Woolworths and Mr Price. Between one and two per cent of South African retail is done online, it might be bigger than 30% per year (Ventuburn).

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And truth of the matter is that its percentage is growing as more and more people are developing the culture to shop online. And this is a trend that YDE should start following. As most of their target market prefer online shopping.

The most recent technological trend, that is a threat to YDE is social media; people have established their own shops/ boutiques in the social media space, where they post items such as clothes, accessories and shoes online, that are chic, fashionable and appealing to the youth, for purchase, this market is growing as more and more young people are buying from these “social media stores”.

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YDE can turn this threat into an opportunity by having sales agents online, hiring young trending individuals to sell their products via social media, ensuring that specific designers are hired to tailor these items, so that there is a difference, that makes the social networks store have its own unique culture that attracts customers, knowing that, what they purchase from the sales agents, is not what they can purchase at any other YDE store.