Introduction The target market for my Cîroc marketing campaign is the Multicultural market, specifically African American and Hispanic consumers. Each element of the campaign is vital and I will explain part of the designed Cîroc marketing mix to include the marketing media, the product and the offer in order to create an effective multicultural campaign. The goals of my campaign are to deliver a clear brand message, connect emotionally with the target audience and confirm the brand’s credibility, which will position the brand to improve on overall conversion rates. There is an arsenal of powerful resources available to tap deeply into consumer’s social relationships and to encourage consumers to play an active role endorsing the product …show more content…
This method of promotion is one of the only legal ways to offer many promotional rewards to consumers in the alcohol beverage industry. I will execute two ways. First for those that prefer face-to-face interaction, I will provide a booklet of coupons in the store, on displays, the shelf near the Cîroc bottle and at the counter for consumers to physically grab and walk away with. They will then need to mail in the rebate along with a receipt to receive their offer. Secondly, for the digital perceptive consumers, I will collaborate with online digital redemption apps to offer rebates on purchased Cîroc. This works in the way the consumer purchases the product being offered under the guidelines, takes a picture of the receipt, and simply uploads and within 48 hours will receive their money via PayPal or check. There are a number of apps, which offer this convenient service, to include BevRage and Ibotta. The offers I would extend via coupons and digital app would be buy one bottle of Cîroc Vodka, get five dollars off, buy three bottles of mix and match flavors get $18.00 off and buy six bottles of mix and match flavors, get $35.00
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
Instead of trying to persuade customers to buy what the LA Fitness has already produced, the marketing department has decided to produce a product for families not just individuals. The corporation has decided to do this through research. Consumer needs and wants became the firm's primary focus. This consumer-orientated marke...
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Ervin Marketing Creative Communications. (2008, March 5). Ervin Marketing Creative Communications. Retrieved April 17, 2011, from http://www.ervin-marketing.com
This research focuses on how corporations use Mainstream agencies (General Markets) to target African American consumers. Mainstream and General markets are defined as ad-speak for "White" as in general market agencies (Brandweek, 12/06/99). Also defined in Brandweek (12/06/99) is the word targeted which is ad-speak for "Ethnic/Urban" examples being Blacks, Latinos, and Asians. A majority of corporations have two main problems when targeting the African American community. First, most corporations use Mainstream agencies instead of hiring African American-owned agencies or hiring people who specialize in African American marketing. The African-American market is served by its own specialized media, and national studeis have shown that black consumers are more suscep...
...n conclusion this advertisement utilize different things: a song, people doing the same thing, lighting, emotional connection, and scenery to demonstrate how diverse America truly has become and why it is a good thing to be so diverse. In addition this advertisement was not just able to say why America is beautiful but illustrate to everyone why it is beautiful, which is no easy task. Coca-Cola was able to get the message of how they can help unite cultures and people through using a connection that everyone is able to have with their product. Nevertheless, by casting different individuals into a variety of landscapes, the advertisement was able to suggest that what makes America beautiful is its diversity of people and landscape.
Numerous definitions of strategy exist, in most circumstances strategy can loosely be explained as an overall plan of deployment of resources to ascertain a favourable position within a market (Zablah, Bellenger and Johnston 2004; Grant 1994, p 14). Further, imbedded in many successful organisations are strategies, the importance of which is to remain relevant in the market, and successful in the various attributes of business; profiteering, employee motivation, maintaining sustainable core competencies, effectiveness in operation, or efficiency in the conduction of operations. Therefore challenges involved in the formulation and implementation of a strategy can revolve around the overall external market, as well as internal
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
Visit Starbucks.com and you enter a virtual world of delight. Consumers can “sample” over 30 blends of coffee; find Starbucks coffeehouse locations, or learn about Starbucks Hear Music®, where customers can “burn personalized CDs, use listening stations to explore musical recommendations, enjoy a handcrafted Starbucks® beverage, or surf the web at (a) T-Mobile Wi-Fi enabled coffee bar” (Starbucks, 2008). Starbucks uses their website to communicate with their consumers about their company’s mission, social responsibility, business ethnic and compliance, diversity relations and press releases. Consumers can even read about the latest “rumor responses” that Starbucks wants to clarify about misinformation regarding the company. From the “click” of a button you can shop for Starbucks merchandise or check the balance on your Starbucks Card, the Starbucks website has got their customers needs in mind.
Associations help piece different wants, needs and solutions together; they create pathways to solutions to problems the consumer might confront. For example, if a consumer has an issue with their vehicle, they can associate automobile repair services with the solution to fixing their mode of transportation. It 's one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the same time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. "A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler & Keller, 2016)." As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand position, the first step is to have the statement appeal to or associate itself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra (1999), consumer cultural dimensions fall into the following categories: language, aesthetic styles, and story themes. The statement must address all these factors, given that they vary from region to region around the globe, in order to increase
Coca-Cola was founded 125 years ago and has dominated the non-alcoholic beverage industry for a significant amount of time. It currently leads the industry in market share at around 40% and 1.9 billion servings are consumed each day around the world (Business Insider). The company is mainly known for their carbonated soft drinks, but they own around 500 brands of soft drinks, juices, bottled waters, sports drinks, and other types of drinks. Coca-Cola has a total of 17 brands that have individual revenues of over $1 billion including: Coca-Cola, Diet Coke, Powerade, Dasani, Fanta, and Minute Maid (Market Realist). Coca-Cola is served in over 200 countries across the world and can be enjoyed by all types of people; however, they are targeting
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
Before taking this course, marketing was all about product and the promotion of that product. I took a marketing course during my undergrad about 7 years ago that emphasized the 4 P’s. Building a strategy around promoting a product and/or service seemed to be the most fundamental concept of marketing to me. My narrow thinking soon changed after going into the workforce and after taking this course. Marketing is more than just telling potential and current consumers about your products and why they should buy it. Marketing truly encompasses all areas of business. A great marketing strategy needs to focus on all the new strategic marketing elements of positioning, product, logistics, price, integrated marketing communications, and service. It’s