cameroon gce advanced level 2025 professional marketing practice 3

Based on the image provided, here is the extracted data from the case study and related questions.

Chococam S.A. Case Study

Chococam S.A. is a longstanding Cameroonian company based in Douala, which produces and markets a diverse portfolio of convenience products throughout the CEMAC zone. The company is well known for its range of products, which include convenience food items, beverages, and chocolates. For example, its Fill-in product is available in various packaging size (Tartina: 5kg, 400g, and 125g), while its beverage line (Martina: 100kg) and chocolate products (Mambo: 20g and Milkose: 5g) target different consumer segments.

Over the years, Chococam has built a reputation for quality and reliability, becoming one of the oldest cocoa transformation companies in the region despite fierce market competition. In a recent general assembly meeting, the marketing manager addressed new challenges faced by the firm due to rising costs of primary raw materials. These raw materials, cocoa, milk, and sugar are procured from suppliers who must comply with strict company specifications regarding quality, transportation terms, competitive market pricing, and ethical practices such as the prohibition of child labour.

In terms of product presentation, Chococam products are carefully displayed on the shelves at major retail outlets. For instance, at Carrefour Market, products are allocated to different shelf levels based on characteristics such as weight, price, and profit potential. The company’s products are arranged in a way that optimises visibility and consumer choice. Moreover, Chococam utilises a multi-channel distribution strategy to make its products available across various outlets. The firm works with wholesalers, retailers, and specialised distributors to ensure that their products reach a broad market.

Financial performance is also closely monitored. For instance, a 5kg container of Tartina chocolate is sold at 15,000 FRS, although the fixed cost for production per container is 25,000 FRS. The current market prices for this material used in the production of Tartina chocolate are:

• A kilogram of cocoa powder: 5000frs each
• A kilogram of milk: 4000frs each
• A kilogram of Sugar: 1000frs each

Such data are crucial when determining the break-even price for the product. In addition, Chococam carefully evaluates its suppliers and maintains a diverse product line with different product depths and ranges to cater to various consumer segments in the CEMAC market.

Carrefour Market, the major retailer for Chococam products, is noted for its strategic product display and retail management. The retailer employs a dedicated sales force, with two sales persons specifically tasked with managing Chococam’s shelf space. These sales staff are compensated through various methods designed to drive performance and ensure optimal product placement and turnover.

Figure 1: Channel of Distribution

[Diagram showing a flow from CHOCAM to WHOLESALER, then to RETAILER, and finally to FINAL CONSUMER]

Figure 2: Chococam Products at Carrefour Market shelf

[Table with three columns: Shelf Levels, Item Characteristics]

• A: Lightweight, cheap
• B: Profitable, max weight 400g
• C: Cheap, 125g
• D: 5-6 kg, high weight, occupy space