Rooibos Ltd’s approach to digital marketing and corporate brand management.

Abstract

The dynamic and competitive nature of the Rooibos industry has created increasing marketing and communication challenges for organisations such as Rooibos Limited (Rooibos Ltd). Operating alongside various members of the South African Rooibos Council (SARC), Rooibos Ltd should continuously revise their way of communication and marketing efforts to differentiate itself to sustain its position in both local and international markets. The organisation's focus is on enhancing the production, processing and global marketing of its unique rooibos products, while ensuring value for its stakeholders. Customers are a central stakeholder group, as their buying behaviour directly influences organisational sustainability. The effect of the Covid-19 pandemic's social-distancing regulations, implemented in 2020 and parts of 2021, significantly affected how Rooibos Ltd traditionally communicated with customers and encouraged the organisation to adapt to new digital marketing practices. Although previous research has explored themes related to digital marketing, communication management and branding (Cant et al., 2025; Chaffey Ellis-Chadwick, 2022; Iglesias et al., 2022; Pollák & Markovič, 2022), this study is unique its focus on Rooibos Ltd's digital marketing and corporate brand management efforts within the specialised contexts of the South African rooibos sector. While similarities exist between this study and earlier literature on digital marketing and branding. The distinction lies in examining how Rooibos Ltd managed its digital marketing and corporate brand management during a period of rapid environmental and technological change. The study specifically considers how external influences, especially the Covid-19 pandemicrelated restrictions, shaped the organisation's digital communication with customers. The primary purpose of this study was to determine what Rooibos Ltd's digital marketing and corporate brand management approach should entail to attract, inform and engage customers in a changing communication environment. This purpose was established within a literature-based framework, supported by theories related to digital marketing and corporate brand management principles. The study considered how digital marketing elements (websites, search engine optimisation, email marketing, blogs and podcasts, social media and online advertising) assist organisations in reaching, interacting with and converting customers; digital marketing management; and the value of digital marketing for organisations, such as Rooibos Ltd. The study also considered corporate brand elements - vision, mission and corporate brand promise, corporate visual identities, corporate cultures, corporate images, stakeholders and corporate communication - corporate brand management and strategic values of corporate brand management. The findings indicated that Rooibos Ltd employs a digital marketing strategy and plan. The strategy consists of segmentation, target market, positioning and stakeholders, while the plan consisting of situation analysis, objectives, tactics, actions and controls. While digital communication is present within the organisation, the shift to the digital sphere exposed opportunities in the full utilisation of digital marketing tools across Rooibos Ltd's marketing activities. Rooibos Ltd was required to adopt a more integrated digital marketing approach to maintain corporate brand consistency and customer interaction. The organisation also needed to align its mission, culture and corporate visual identity to maintain a coherent and competitive corporate brand. It is increasingly noticeable that technological advancements, especially in digital marketing platforms, will contribute to play a crucial role in any future digital marketing strategy. This study further illustrates that customers prefer communication channels that allow for quick access to information, personalised interactions and strong corporate brand identification. Therefore, it would be to Rooibos Ltd's advantage to expand and refine its digital marketing strategy and plan, together with their corporate brand management processes to remain competitive and relevant in an evolving digital environment.