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TCS - Certification.
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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TCS - Certification Memo To: Eugene Julies (SABS CEO) From: Barry Ackers CC: Randall Carolissen Date: 7th December 2001 Re: Product Certification Strategy 1. Introduction As you know, we are becoming increasingly concerned with the apparent perception that the SABS Mark is losing its brand equity in the market. (The "SABS Mark Scheme" is a Product Certification Scheme offered by TCS (Pty) Ltd, a subsidiary of the SABS.) It is accordingly necessary to decide upon an appropriate strategy that could be implemented to arrest the decline and to change market perception as to the extent of value added, or even if we should continue offering this service. 2. Background Since the introduction of the SABS Mark Scheme, whereby manufacturers were allowed to use the SABS Mark on the products and promotional material, (as depicted above), over 50 years ago, the brand equity of manufacturers and products has gained prominence. Whereas previously an endorsement by the SABS of a manufacturer's product, provided credibility...
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