2. Mobile Communications - On their website, you can go to Fanta Downloads and download a Mobile background for your cell phone. You can also get ring tones.
3. Advergaming - Fanta has an advergame on their website which imitates their vial video on YouTube, the Big Bounce. What you have to do is keep the ball in the air and not have it touch the ground.
4. Social Media - Fanta has a Twitter and Facebook page, as well as a YouTube account.
6. Viral Strategies- Fanta has a viral YouTube video called the Big Bounce, showing just a normal day in the streets of a city when all of a sudden a huge blow up ball with Fanta's logo on it shows up in a large box with a question mark on it. When the box was opened, the ball was thrown up into the growing crowd and wasn't to touch the ground. At the same time, they were giving out free Fanta drinks to advertise even more through promotion.
Thursday, 17 May 2012
Hi-Tec Case Study
1. A unique selling proposition is a product with a feature not offered by competitors that gives it distinctive appeal in the marketplace.
2. The values that Hi-Tec is using in their marketing messages are:
• proud, as Hi-Tec delivers more than the competition
• honest, as products deliver on their promises
• fun, as it works creatively to provide positive solutions
• hungry, as there is always a desire to improve products.
This relates to creating a USP because these core values are what are being emphasized, become their unique selling proposition.
3.Hi-Tec adapts its marketing mix to appeal to different market segments by:
• product – innovative footwear that provides high performance
• price – sold at value for money prices
• place – sold online or through premium retailers
• promotion – a mix of targeted promotional channels and methods to achieve market penetration and increased sales.
Examples of its approach in specific markets include:
• The junior market – this is a strong sector for Hi-Tec and it
offers hard-wearing shoes on the high street at prices to attract
parent purchasers.
• Outdoor sports such as trail running – it offers high performance
products with water-repellent qualities using Hi-Tec’s ion-maskTM
technology, priced to compete in the market.
• Specialist sports – for niche markets, such as golf shoes. The
same high performance product is promoted through the use
of sports ambassadors like Ian Woosnam. By using sports
champions in this way, the brand is linked with achievement.
4. In my opinion, I do think that Hi-Tec's above the line promotion methods they are using are effective, because since it's based on mass media, it reaches a wide variety of people. They also do sponsorships, which would definitely be an effective method for them because of what their product is. There are multiple ways they can sponsor, because of the different market segments they have; junior, sporty, and specialists.
5. The benefits of the Liquid Mountaineering viral marketing campaign for Hi-Tec are:
- Cost effective
- caught the imagination of millions of people in an incredibly short space of time
- This campaign has helped Hi-Tec to change consumer perceptions of its brand and reach a worldwide audience.
- provided Hi-Tec with the potential to build on the campaign through other more traditional promotional activities.
2. The values that Hi-Tec is using in their marketing messages are:
• proud, as Hi-Tec delivers more than the competition
• honest, as products deliver on their promises
• fun, as it works creatively to provide positive solutions
• hungry, as there is always a desire to improve products.
This relates to creating a USP because these core values are what are being emphasized, become their unique selling proposition.
3.Hi-Tec adapts its marketing mix to appeal to different market segments by:
• product – innovative footwear that provides high performance
• price – sold at value for money prices
• place – sold online or through premium retailers
• promotion – a mix of targeted promotional channels and methods to achieve market penetration and increased sales.
Examples of its approach in specific markets include:
• The junior market – this is a strong sector for Hi-Tec and it
offers hard-wearing shoes on the high street at prices to attract
parent purchasers.
• Outdoor sports such as trail running – it offers high performance
products with water-repellent qualities using Hi-Tec’s ion-maskTM
technology, priced to compete in the market.
• Specialist sports – for niche markets, such as golf shoes. The
same high performance product is promoted through the use
of sports ambassadors like Ian Woosnam. By using sports
champions in this way, the brand is linked with achievement.
4. In my opinion, I do think that Hi-Tec's above the line promotion methods they are using are effective, because since it's based on mass media, it reaches a wide variety of people. They also do sponsorships, which would definitely be an effective method for them because of what their product is. There are multiple ways they can sponsor, because of the different market segments they have; junior, sporty, and specialists.
5. The benefits of the Liquid Mountaineering viral marketing campaign for Hi-Tec are:
- Cost effective
- caught the imagination of millions of people in an incredibly short space of time
- This campaign has helped Hi-Tec to change consumer perceptions of its brand and reach a worldwide audience.
- provided Hi-Tec with the potential to build on the campaign through other more traditional promotional activities.
The 7 Types of Promotion
Advantage: Gives customer one on one time to answer their questions
Disadvantage: Time consuming
Advantages: Effective
Disadvantage: Expensive
Advertising
Advantage: Gives you a world of possibilities of how to get the word out
Disadvantage: Can be expensive and a waste of time if it doesn't work
Advantages: Positive feedback
Disadvantages: Negative feedback
Advantages: Celebrities using your brand name to sponsor something/someone
Disadvantages: Celebrities trashing the brand
Sales Promotion
Advantages: Gives consumers a deal the first time they buy your product so they'll know about it, then they may potentially come back againDisadvantages: Can be a waste of money
Advantages: Cheaper reaches a wide range of people
Disadvantages: A lot of people ignore online ads
Wednesday, 9 May 2012
Digital Communications Trends - Advergaming
Click for article.
This article shows one of the well laid out marketing strategies for the London 2012 Olympic Games, using one of their major sponsors: Cadbury. The game is called the Goo Games, a play off from the Cadbury product the Creme Egg and their commercials. The Goo Games is a replica of some of the sports that will be played in the Summer Games, like the Hurdles, Diving, and Long Jump. Each sport is designed for the Creme Egg to get smashed to bits, which makes sense considering that's how they market the product in their commercials. This makes the game look familiar in ways for those who have seen the commercials.
This article shows one of the well laid out marketing strategies for the London 2012 Olympic Games, using one of their major sponsors: Cadbury. The game is called the Goo Games, a play off from the Cadbury product the Creme Egg and their commercials. The Goo Games is a replica of some of the sports that will be played in the Summer Games, like the Hurdles, Diving, and Long Jump. Each sport is designed for the Creme Egg to get smashed to bits, which makes sense considering that's how they market the product in their commercials. This makes the game look familiar in ways for those who have seen the commercials.
"The goal of these games is to test your timing, but on top of destroying some virtual eggs, this game will seriously stress out the joints in your left fingers and your left wrist."
Tuesday, 17 April 2012
Extension Strategies
Introduce New Sizes:
Introduce New Flavour:
Improve the Quality
Introduce New Flavour:
Improve the Style (Product Design or Packaging)
New Old
Improve the Quality
"The Price is Not Right"
Ottawa, June 13, 2003
Suzy Shier
The Bureau had found that Suzy Shier had placed price tags on items indicating a "Regular" and "Sale" price when the garments were never actually sold at the listed "Regular" price, they went straight to the listed "Sale" price.
The Bureau is committed to ensuring that consumers have accurate information regarding the "Regular" price of clothing so that they may determine the true value of their savings when deciding to purchase items on sale.
Under the Terms of Agreement, Suzy Shier will:
- ensure that all future regular price representations comply with the Ordinary Selling Price provisions of the Act;
- implement a corporate compliance program designed to ensure the company’s compliance with the Ordinary Selling Price provisions of the Act;
- publish corrective notices in newspapers across Canada; and
- pay an administrative monetary penalty in the amount of $1,000,000.
Suzy Shier
The Bureau had found that Suzy Shier had placed price tags on items indicating a "Regular" and "Sale" price when the garments were never actually sold at the listed "Regular" price, they went straight to the listed "Sale" price.
The Bureau is committed to ensuring that consumers have accurate information regarding the "Regular" price of clothing so that they may determine the true value of their savings when deciding to purchase items on sale.
Under the Terms of Agreement, Suzy Shier will:
- ensure that all future regular price representations comply with the Ordinary Selling Price provisions of the Act;
- implement a corporate compliance program designed to ensure the company’s compliance with the Ordinary Selling Price provisions of the Act;
- publish corrective notices in newspapers across Canada; and
- pay an administrative monetary penalty in the amount of $1,000,000.
Friday, 13 April 2012
Valentino - Luxury Brand
Valentino sells products in 52 countries of the world, including USA, Columbia, Taiwan,. and many European countries. Valentino Garavani is an Italian designer and founder of the Valentino SpA brand and company. His main lines were Valentino, Valentino Garavani, Valentino Roma, and R.E.D. Valentino. His stores sell both women's and men's products; shoes, bags, accessories, clothing, and fragrances.
Prices of Valentino bags range from $695 - $4,395.
Prices of Valentino shoes range from $275 - $1,695.
Prices of Valentino dresses range from $1,490 - $12,000.
Prices of Valentino shirts for men range from $365 - $1,950.
Valentino sells their products at stores all over the world, as well as online shopping on their website.
I think that their intended target market is young adults with extra money to spend on luxury items. I also think that they target young people because they are the most likely to embrace the new fashion trends the come out with.
Celebrities wearing Valentino dresses:
Taylor Swift; Amanda Seyfried; Emma Watson.
Prices of Valentino bags range from $695 - $4,395.
Prices of Valentino shoes range from $275 - $1,695.
Prices of Valentino dresses range from $1,490 - $12,000.
Prices of Valentino shirts for men range from $365 - $1,950.
Valentino sells their products at stores all over the world, as well as online shopping on their website.
I think that their intended target market is young adults with extra money to spend on luxury items. I also think that they target young people because they are the most likely to embrace the new fashion trends the come out with.
Celebrities wearing Valentino dresses:
Taylor Swift; Amanda Seyfried; Emma Watson.
Product Life Cycles
Example of a fad:
A Furby (plural Furbys or Furbies) was a popular electronic robotic toy resembling a hamster/owl-like creature which went through a period of being a "must-have" toy following its launch in the holiday season of 1998, with continual sales until 2000. Furbies sold 1.8 million units in 1998, 14 million units in 1999, and altogether in its three years of original production, Furbies sold over 40 million units. Its speaking capabilities were translated into 24 languages.
Example of a long lasting product:
Oreo is a trademark for a popular sandwich cookie by the Nabisco division of Kraft Foods. Since its 1912 introduction, Oreo has become the best selling biscuit in the United States, through the 20th century and into the 21st. It is distributed under the brand Christie in Canada.
Example of a technological product lasting 3-5 years:
The iPod Shuffle is a digital audio player designed and marketed by Apple Inc. It is the smallest model in Apple's iPod family, and was the first to use flash memory. The first model was announced at the Macworld Conference & Expo on January 11, 2005; the current fourth generation model was introduced on September 1, 2010.
A Furby (plural Furbys or Furbies) was a popular electronic robotic toy resembling a hamster/owl-like creature which went through a period of being a "must-have" toy following its launch in the holiday season of 1998, with continual sales until 2000. Furbies sold 1.8 million units in 1998, 14 million units in 1999, and altogether in its three years of original production, Furbies sold over 40 million units. Its speaking capabilities were translated into 24 languages.
Example of a long lasting product:
Oreo is a trademark for a popular sandwich cookie by the Nabisco division of Kraft Foods. Since its 1912 introduction, Oreo has become the best selling biscuit in the United States, through the 20th century and into the 21st. It is distributed under the brand Christie in Canada.
Example of a technological product lasting 3-5 years:
The iPod Shuffle is a digital audio player designed and marketed by Apple Inc. It is the smallest model in Apple's iPod family, and was the first to use flash memory. The first model was announced at the Macworld Conference & Expo on January 11, 2005; the current fourth generation model was introduced on September 1, 2010.
Wednesday, 28 March 2012
Product Development
Product Mix of a Company: (Nestle)
Example of a Company's Product Line: (Whiskas)
Example of a Company's Product Item: (Hyundai Tuscon 2011 model)
Example of a Company's Product Width: LG
Appliances - Electronics - Vacuum Cleaners
Example of a Company's Product Depth:
Appliances:
Electronics:
Vacuum Cleaners:
Example of a Company's Product Line: (Whiskas)
Example of a Company's Product Item: (Hyundai Tuscon 2011 model)
Example of a Company's Product Width: LG
Appliances - Electronics - Vacuum Cleaners
Example of a Company's Product Depth:
Appliances:
Electronics:
Vacuum Cleaners:
Friday, 2 March 2012
SWOT Analysis
WAL MART
Strengths
- Good customer service
- Price Math Guarantee
- Low prices
- Supercentres - A section of cashiers strictly for under 12 items
Weaknesses
- Not enough cashiers on (lines too long - in Belleville and Kingston Supercentres)
- Since Wal-Mart sell products across many sectors (such as clothing, food, or stationary), it may not have the flexibility of some of its more focused competitors.
Opportunities
- Shipping?
- International - into Europe and the greater China Region
Threats
- No Frills, Metro (for the grocery section)
- Other clothing/shoe stores (popular brands)
- Other pet stores
- Toys/Babies R Us
- Other home improvement stores (Home Hardware, Lowe's)
- Being a global retailer means that you are exposed to political problems in the countries that you operate in.
Strengths
- Good customer service
- Price Math Guarantee
- Low prices
- Supercentres - A section of cashiers strictly for under 12 items
Weaknesses
- Not enough cashiers on (lines too long - in Belleville and Kingston Supercentres)
- Since Wal-Mart sell products across many sectors (such as clothing, food, or stationary), it may not have the flexibility of some of its more focused competitors.
Opportunities
- Shipping?
- International - into Europe and the greater China Region
Threats
- No Frills, Metro (for the grocery section)
- Other clothing/shoe stores (popular brands)
- Other pet stores
- Toys/Babies R Us
- Other home improvement stores (Home Hardware, Lowe's)
- Being a global retailer means that you are exposed to political problems in the countries that you operate in.
Wednesday, 29 February 2012
Mass Media and Niche Companies
MASS MEDIA COMPANIES NICHE
McDonalds Sun Glass Hut
Walmart Oil of Olay
Giant Tiger Starlet
Ciniplex Addition Elle
Shopper's Drug Mart Soft Moc
Sears La Senza
The Bay Payless Shoe Source
Target Bass Pro Shop
The Source The Children's Place
American Eagle Indigo/Coles
McDonalds Sun Glass Hut
Walmart Oil of Olay
Giant Tiger Starlet
Ciniplex Addition Elle
Shopper's Drug Mart Soft Moc
Sears La Senza
The Bay Payless Shoe Source
Target Bass Pro Shop
The Source The Children's Place
American Eagle Indigo/Coles
Tuesday, 28 February 2012
"Know Your Competitors"
a) If I were to go into business myself, three ways I would personally research my competitors would be by researching them on the Internet, and go to their website if they have one; find out what customers have to say about my competitors; and the prices they charge and if they are doing any promotions or special offers.
b) I could look out for competitors that aren't already in business by what types of customer they're targeting, what new products they're developing, and what financial resources they have.
c) I think that trade fairs are shows that exhibit a certain section of marketing e.g. home shows, boat shows
d) The top 5 things that a tech business such as BlackBerry would need to know about their competitors would be the prices they charge, their promotions and how they distribute and deliver, the products they provide and how they market them to customers, their annual report, and their brand and design values.
e) Three things you can learn about your competitors to make your business better are anything from improving customer service, assessing your prices and updating your products, to changing the way you market yourself, redesigning your literature and website and changing your suppliers.
b) I could look out for competitors that aren't already in business by what types of customer they're targeting, what new products they're developing, and what financial resources they have.
c) I think that trade fairs are shows that exhibit a certain section of marketing e.g. home shows, boat shows
d) The top 5 things that a tech business such as BlackBerry would need to know about their competitors would be the prices they charge, their promotions and how they distribute and deliver, the products they provide and how they market them to customers, their annual report, and their brand and design values.
e) Three things you can learn about your competitors to make your business better are anything from improving customer service, assessing your prices and updating your products, to changing the way you market yourself, redesigning your literature and website and changing your suppliers.
Monday, 27 February 2012
Competitors
Leader: Lay's
Challenger: Doritos
Follower: Pringles, Miss Vickie's, Sun Chips
Nicher:
Leader: iPhone
Challenger: BlackBerry
Follower: Android, Samsung
Nicher:
Leader: Covergirl
Challenger: L'oreal Paris
Follower: Maybelline
Nicher:
Leader: Neutrogena
Challenger: Clean & Clear
Follower: Olay, Aveeno
Nicher:
Challenger: Doritos
Follower: Pringles, Miss Vickie's, Sun Chips
Nicher:
Leader: iPhone
Challenger: BlackBerry
Follower: Android, Samsung
Nicher:
Leader: Covergirl
Challenger: L'oreal Paris
Follower: Maybelline
Nicher:
Leader: Neutrogena
Challenger: Clean & Clear
Follower: Olay, Aveeno
Nicher:
Wednesday, 22 February 2012
The Millennials
"They were raised by doting parents who told them they are special, played in little leagues with no winners or losers, or all winners. They are laden with trophies just for participating and they think your business-as-usual ethic is for the birds. And if you persist in the belief you can, take your job and shove it."
- CBS News
http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml
There are about 80 million "Millennials", born between 1980 and 1995, who are rapidly taking over from the baby boomers who are now going on 60. According to the public's eye, the millennials have the upper hand in the workplace because they are tech savvy - that they multitask, walking, talking, listening, typing and texting. They also believe that their priorities are simply that they come first.
"Some of them are the greatest generation. They're more hardworking. They have these tools to get things done. They are enormously clever and resourceful. Some of the others are absolutely incorrigible. It's their way or the highway." says Marian Salzman, an ad agency executive who has been managing and tracking millennials since they entered the workforce.
I do agree that my generation is much more technologically advanced than the previous generation. we have grown up with computers and other technology, and many of my generation use it one a daily basis for learning. the previous generation, on the other hand, had to adapt to the new learning style; a much more difficult way to be knowledgable about it, rather than just growing up on it
- CBS News
http://www.cbsnews.com/stories/2007/11/08/60minutes/main3475200.shtml
There are about 80 million "Millennials", born between 1980 and 1995, who are rapidly taking over from the baby boomers who are now going on 60. According to the public's eye, the millennials have the upper hand in the workplace because they are tech savvy - that they multitask, walking, talking, listening, typing and texting. They also believe that their priorities are simply that they come first.
"Some of them are the greatest generation. They're more hardworking. They have these tools to get things done. They are enormously clever and resourceful. Some of the others are absolutely incorrigible. It's their way or the highway." says Marian Salzman, an ad agency executive who has been managing and tracking millennials since they entered the workforce.
I do agree that my generation is much more technologically advanced than the previous generation. we have grown up with computers and other technology, and many of my generation use it one a daily basis for learning. the previous generation, on the other hand, had to adapt to the new learning style; a much more difficult way to be knowledgable about it, rather than just growing up on it
Wednesday, 15 February 2012
Consumer Profile Ad Links
http://www.youtube.com/watch?feature=player_embedded&v=UY9GdLw2kG0
The Dog Strikes Back: 2012 Volkswagon Game Day Commercial
http://www.youtube.com/watch?feature=player_embedded&v=y59VUQxX3Dk
Dannon Oikos Greek Yogurt Super Bowl 2012 Commercial - "The Tease"
http://www.youtube.com/watch?feature=player_embedded&v=XxFYYP8040A
Chevy Silverado "2012"
The Dog Strikes Back: 2012 Volkswagon Game Day Commercial
http://www.youtube.com/watch?feature=player_embedded&v=y59VUQxX3Dk
Dannon Oikos Greek Yogurt Super Bowl 2012 Commercial - "The Tease"
http://www.youtube.com/watch?feature=player_embedded&v=XxFYYP8040A
Chevy Silverado "2012"
Tuesday, 14 February 2012
Consumer Profile - Dannon Oikos Greek Yogurt
Segmentation Factor
|
Specifically:
|
How you would be
described?
|
Demographics
|
Age
|
anyone |
Gender
|
Both | |
Income
|
Not much | |
Family Life Cycle
|
||
Other?
|
||
Psychographics
|
Lifestyle
|
healthy living |
Taste in Music
|
||
Attitude towards health
|
active living | |
Celeb you most admire
|
||
Sports/fitness involvement
|
involved? | |
Extracurricular activities
|
||
Other?
|
||
Geographics
|
Urban, Suburban, Rural
|
suburban - relative to commercial |
Behavioural
(you
may want to think of a particular product that you use often or is new to
you)
|
Benefits sought
| good taste |
Loyalty
|
||
Usage
|
when you're hungry | |
Occasions
|
any time | |
User Status
|
whenever |
|
Other?
|
Consumer Profile - Volkswagon
Segmentation Factor
|
Specifically:
|
How you would be
described?
|
Demographics
|
Age
|
25-40+ |
Gender
|
Both |
|
Income
|
steady job, full time | |
Family Life Cycle
|
Married, kids | |
Other?
|
Animal lovers |
|
Psychographics
|
Lifestyle
|
|
Taste in Musi
|
disco music? | |
Attitude towards health
|
active living | |
Celeb you most admire
|
||
Sports/fitness involvement
|
involved | |
Extracurricular activities
|
||
Other?
|
||
Geographics
|
Urban, Suburban, Rural
|
suburban - relative to commercial |
Behavioural
(you
may want to think of a particular product that you use often or is new to
you)
|
Benefits sought
| Safe, durable, design, long lasting |
Loyalty
|
Depends | |
Usage
|
Often enough to be worth buying | |
Occasions
|
smooth terrain | |
User Statu
|
regularly | |
Other?
|
Consumer Profile - Chevy "2012"
Segmentation Factor
|
Specifically:
|
How you would be
described?
|
Demographics
|
Age
|
25-40 |
Gender
|
Male | |
Income
|
steady job, full time | |
Family Life Cycle
|
Married | |
Other?
|
Shows that it's a safe vehicle (if it can make it through an apocalypse) | |
Psychographics
|
Lifestyle
|
|
Taste in Music
|
-
|
|
Attitude towards health
|
||
Celeb you most admire
|
- | |
Sports/fitness involvement
|
||
Extracurricular activities
|
||
Other?
|
||
Geographics
|
Urban, Suburban, Rural
|
Any |
Behavioural
(you
may want to think of a particular product that you use often or is new to
you)
|
Benefits sought
| Safe, durable, design, long lasting |
Loyalty
|
Depends | |
Usage
|
Often enough to be worth buying | |
Occasions
|
Potentially anywhere | |
User Status
|
Regularly
|
|
Other?
|
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