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."
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