...Product: Cadburys Bournvita History: Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Launched in 1948, throughout its history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years. The brand has been an enduring symbol of mental and physical health ever since it was launched. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star. Ad Agency: Ogilvy & Mather Tag Line 2013: Tayyari jeet ki Ad Details: The film starts with a mother and son racing in the woods. She is shown pitting herself against the boy in regular sprints. The mother tells the story through...
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...Most companies use slogans, taglines or catchy phrases in their advertisements to tell the world what makes their product or service special or different. A slogan can become the foundation of a company’s identity if done well however, if done poorly - a slogan can send the wrong message and actually drive customers away. This is why it is important to have a solid and accurate tagline. When you develop an effective advertising slogan – one that’s notable and gives a precise picture of what your business is all about – the slogan becomes an important part of your brand. An advertising slogan reveals a lot about your company, especially when the slogan reveals something about your prices, services or what customers can expect. This is exactly why I agree that Walmart was right to drop their tagline “Always Low Prices. Always”. Walmart is not always going to have the lowest price on an item so the continued use of the slogan could possibly work against Walmart when people start observing the prices may not ALWAYS be lower. Even though, this tagline did reach with millions of customers, their second operation – the price rollback campaign helped stock soar 1173 percent in the 1990s. This strategy was more appealing to the eye; people saw a smiley face slashing prices in half. It did wonders for the company! It was like the store’s mascot, it was on the commercials, store signane, employee aprons and their buttons. It was during 2000 – 2007 when Walmart’s stock prices fell and remained...
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...Comparing two adverts This essay will be about two adverts which I will be comparing, these adverts are; Dominoes; Oven Baked Subs! And Ribeana; drink! The Dominoes advert had a very effective tagline because it was short and snappy, however the Ribeana drink tag line was also quite catchy and it suits the product well. The colour which have been used in the Ribena advert are well suited for the drink; because the colours are nice natural colours, light colours which give off the soft, calm, relaxing effect that Ribena may have one you. The font is nice and large so it stands out and it is eye catching. On the other hand the colours on the Dominoes advert are very bright, and bold. It is very eye catching and colourful, and it is very distinctive, so it stands out and is recognisable, and the font is very large too, which makes it stand out even more! The graphics on the adverts are both very big, and eye catching; so they attract the attention of customers. Also on the Dominoes advert there are three big pictures of three different lunch Subs, which can instantly make any mouth water. Saying that, the Ribena advert is also persuasive, because there is a natural background, which automatically gives of the impression that Ribeana is natural; the ingredients are natural and healthy and a good drink I think the target audience, and who the advert appeals to for the Dominoes advert are people who, would be out, possibly at work on a lunch break and are going to...
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...For host country we picked our home country Bangladesh but since they have shut down their business in 2007 we couldn’t find those tools they used for their promotional activity .So here Promotional tool: Advertising: As Ariel us using low pricing strategy in other country, they can use the same strategy in Bangladesh to grab the customer. They can use both the print media and the non print media Like- Showing TVC which are going to be run on drama channel. In printed media, the company can also make advertisements in magazines and billboards. Various Other Promotional Techniques: There are some other various techniques of promoting the Ariel in big stores like metro, many sales stores are there which offers Ariel in discount prices. PRICE STRATEGY: The P & G provides product like Ariel to the distributors for the prices decided keeping in view the cost, the target revenue and competitors prices. All distributors are being equally treated. The new Ariel has to be the same price as the old had. P&G set the price of the Ariel by keeping in view their competitor’s detergent price. Aerial has a fair price when we compare it with other detergent prices like surf excel etc. Optional Feature Pricing: Ariel need to be available in different quantity options. So customer has options of different prices for different packs of Ariel. PLACE: P&G already have many distributors in urban areas so that Ariel need tobe available both in urban and rural areas. * IN-STORE PLACEMENT...
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...A slogan is a memorable motto or phrase used in a political, commercial, religious, and other context as a repetitive expression of an idea or purpose. The word slogan is derived from slogorn which was an Anglicisation of the Scottish Gaelic sluagh-ghairm tanmay (sluagh "army", "host" + gairm "cry").[1] Slogans vary from the written and the visual to the chanted and the vulgar. Their simple verbal nature usually leaves little room for detail, and a chanted slogan may serve more as social expression of unified purpose, than as communication to an intended audience. Marketing slogans are often called taglines in the United States or straplines in the U.K. Europeans use the terms baselines, signatures, claims or pay-offs.[2] "Sloganeering" is a mostly derogatory term for activity which degrades discourse to the level of slogans. Advertising slogans are short, often memorable phrases used in advertising campaigns. They are claimed to be the most effective means of drawing attention to one or more aspects of a product. Its purpose is to emphasize a phrase that the company wishes to be remembered by, particularly for marketing a specific corporate image or connection to a product or consumer base.[1] Some slogans are created just for specific campaigns for a limited time; some are intended as corporate slogans, to be used for an extended period; some slogans start out as the former, and find themselves converted to the latter because they take hold with the public, and some are...
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...service or product, I have to develop new taglines to outline the benefits of that new product. The key to an effective tagline is not the tagline itself it is how it is pitched to each customer. I cannot talk to every customer the same because each customer is different. What I have to do is manipulate the tagline with different wordings or, in some instances, different accents. I had to figure out how to pitch a taglines to different kinds of members to better suit that group of members. To put this experiment together was quite simple because I see a variety of people throughout my day and I have so many opportunities to see how people respond that day and the days after. The theory I had was that my older members respond to southern accents, the male members respond to deeper or sultry tones, and the younger member base respond to upbeat or higher pitched tones of my voice. To test this, I developed a universal tagline, a tagline that caters to all of our products and services. The tagline was “Let us do a financial review with you to show you how to save money with your account.” I had used this tagline before and I had proof that it worked by looking at my previous referral sheet. This was the archival research that I had but I also had the naturalistic observations as my strongest advantage. Because I was going to see these customers again, I knew that I was going to be able to see for myself how people responded to my tagline. I conducted this experiment for three days...
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...“Killing Us Softly” Personal Response Essay “Killing us Softly” is a documentary by Jean Kilbourne on the message that the advertisement industry sends out to women and the near impossible standards of feminine beauty it upholds. Cindy Crawford once said “I wish I looked like Cindy Crawford”. Now this might sound bizarre to many, but the truth is, in today’s world of Botox and Photoshop, cosmetic surgery and strict diets it is impossible to be that ‘perfect body’ that ads portray. According to a photographer for a leading fashion magazine, a particular shot goes through at least 20-30 rounds of airbrushing. Tag lines such as “beauty knows no pain” and “nothing tastes as good as skinny feels” develop and encourage such unhealthy attitudes. According to a study, an average American views 3000 ads per day. Ads have a quick, cumulative and subconscious effect. They create a toxic cultural environment where the well being and health of an individual are threatened. They show these models who have so-called perfect bodies, no blemishes, no marks, no wrinkles, and no nothing. But the problem is that beauty starts being equated with a painfully thin marks-free fair body. This affects the self- esteem of women and they become ashamed of their physical attributes and try harder to achieve those exacting and impractical standards. A popular weight loss tag line says “the more you subtract the more you add”. So women start going for sizes 0 and 00. These not only affect health...
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...POE -help the private sector formulate an industrialization and it plan, so that there would be more ‘made in the Philippines’ products. -strengthen the “study now, pay later” program. -give farmers their own land, boost irrigation and push for mechanization, and look for a program to make fishing, farming and livestock propagation profitable for the farmers and the youth. - look for ways to lower power costs and resolve the frequent brownouts in Mindanao. And find ways for the development of renewable energy. - People should be able to rely on expanded benefits through Philhealth. - bring about reforms to achieve inclusive growth, global competitiveness, and transparent government. POE -help the private sector formulate an industrialization and it plan, so that there would be more ‘made in the Philippines’ products. -strengthen the “study now, pay later” program. -give farmers their own land, boost irrigation and push for mechanization, and look for a program to make fishing, farming and livestock propagation profitable for the farmers and the youth. - look for ways to lower power costs and resolve the frequent brownouts in Mindanao. And find ways for the development of renewable energy. - People should be able to rely on expanded benefits through Philhealth. - bring about reforms to achieve inclusive growth, global competitiveness, and transparent government. SIMILARITIES * To provide adequate Education * Help the poor and the...
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...Marketing Mix Lowe’s Companies MKT/421 Marketing April 12, 2012 Marketing Mix Lowe’s was founded in 1946; Lowe’s has developed from a small hardware store to the second leading home improvement retailer worldwide and the 7th largest retailer in the United States (Lowe’s History, 2012). Lowe’s runs more than 1,745 stores in the United States, Canada, and Mexico. In 2011, Lowe’s received numerous distinguished industry awards, including number 50 on the Fortune 500 list, and three- time winner of the Energy Star Excellence Award in Retail (Lowe’s, 2012). Lowe’s sells a wide-range of home improvement products in its large, warehouse-style stores ranging from appliances to tools, paint, lumber, and nursery products. Lowe’s stocks 40,000 products in 16 categories (Lowes, 2012). Besides the products on hand they also offer hundreds of products by special order – offering. Lowe’s also offers installation services for some of their products as well. They offer installation services to more than 40 products. Examples of their installation products are appliances, bath, kitchen, plumbing, flooring, windows, doors, window treatments, lighting, and insulation among others (Lowe’s 2012). The installation service targets various customers. Customers in the older group and also people who are not DIY (do- it- yourselfers) as well as women and people on the go, which have no time. Lowe’s carries numerous brands in each product...
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...Hotels and Resorts, Inc. or PHRI is the inaugural plunge of Filipino-owned Megaworld Corporation into the hospitality industry. Megaworld is regarded as one of the Philippines’ leading urban developers concentrating on large-scale projects set in prime developments geared primarily to the middle and high-income markets. Richmonde Hotel Ortigas or RHO is the first property built and managed by PHRI. It opened its doors in 2000 at the heart of Pasig’s central business district, the Ortigas Center. It is a four-star hotel brand fully committed to meet the preferences of the globetrotting business executive and world-class traveler. Indulging the market to a first-rate and individually tailored style of service, RHO became prominent for its tagline, “Distinctly Richmonde, Distinctly Personal.” INDUSTRY OVERVIEW The hospitality industry is a broad category of fields within the service industry. The majority of business niches are composed of only a handful of different businesses, but this field applies to nearly any company that is focused on customer satisfaction and meeting leisurely needs rather than basic ones. One of the most defining aspects of this industry is that it focuses on customer satisfaction. While this is true of nearly every business, this industry relies entirely on customers’ being happy. It is for the reason that these businesses are based on providing luxury services. Very few hospitality businesses provide a basic service that people need, like food or...
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...SUMMARY: Surf excel has been following the Unilever’s message i.e. add vitality to life. Similar is with surf excel. In the beginning Surf Excel was facing competition from Ariel, the product of P&G. but very soon with the tagline “Dirt is Good”, Surf Excel was successful in regaining its market leadership. It soon emerged back as the dominant detergent of the country. The product is decided by matching the marketing insights with the local insights. The marketing report of the brand should match the region’s attitude so that the product can fulfill and satisfy the customer’s need and expectation. The packaging is designed in such a manner that it should it is able to create a Recall value among the prospective customers. It should stand out among its competitors because majority of the purchases are impulsive buying’s. Price is decided as per the economic situation and spending pattern of the target market. Distribution pricing strategy is determined in such a way so as to suit all forms of trade (GT, LMT, and IMT) along with customer’s purchasing power. Promotion was the most important ingredient in the revival of Surf Excel. The event Paint Masti created a name of the brand. Relaunch of the Surf with the tagline “Dirt is Good” helps in differentiating the product, because all other brands are still focusing on the fact that dirt is bad. The selection of place to communicate the brand’s message is a crucial process. The team of Surf Excel chooses the most...
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...5.0 MARKETIG COMMUNICATION PROMOTIONAL The marketing mix reflects how the plan is put into action. Defined as '' the mixture of controllable marketing variables that the firm uses to pursue the sought level of sale in the target market'.(Kotler 1984, as cited in Middleton 1994, p.63.) or other management objectives, these elements reflects the practical decisions that must be made when matching organizational objectives with consumers' needs and wants to the produces or services provided. (Victor T. C. Middleton, 2001).Each of the elements of the marketing mix, more commonly known as 4Ps of marketing, should be crafted in such a way that these broader management objectives can be achieved. Sunway Lagoon, under the Sunway Group (One of Asia's best-managed companies), it also applied 4Ps in their marketing Strategies. The park has lots of interesting, exciting and unique features such as choices of water slides which designed to suit most of the sophisticated water enthusiasts. Sunway Lagoon has focused its effort on development of entertainment activities to the communities to enjoy. Their objective is to build quality activities and enjoyment to the community as well as to maximize their profits at the same time. In this case, marketing role has help Sunway Lagoon to achieve its objectives in a way that it provides awareness and information regarding the water theme park to the customers and also to reached customer satisfaction. The business focuses on one or more narrow...
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...Sample of Exam Format: Section (B) Consists of ONE (1) compulsory essay question, 40 marks; recommended time: 70 minutes and Section (C) Consists of THREE (3) short questions and only choose TWO (2) to answer, 40 marks; recommended time: 70 minutes Section B - Long Essay Question and Answer: 1. Discuss with example the four major sets of variables that might be used in segmenting consumer markets and the factors marketers consider when choosing a targeting strategy. (40 Marks) Answer for first section: Consumer markets are typically segmented using four major variables: geographic, demographic, psychographic, and behavioral variables. Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic makeups. Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product. Buyers can be grouped according to (1) occasions when they get the idea to buy, actually make their purchase, or use the purchased item, (2) the benefits...
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...ANZ BANK Product: Insurance ANZ, is the 4th largest bank by market capitalisation In Australia,. The Australian operations make up the largest part of ANZ business. ANZ is the largest bank in New Zealand. They merged with New Zealand they merged with New Zealand National Bank in 2003 and were called ANZ Bank New Zealand in 2012. ANZ was established on First October 1951 when the bank of Australasia was merged with the Bank of Australia Limited and before both these banks merged there was the Unioun bank of Australia which was in existence since 1840. ANZ is headquartered in Melbourne and its headquarters for New Zealand is in Auckland. and in New Zealand alone they have about 9000 employees. Some of their key Services are: Cheque accounts Insurance Consumer finance ANZ vision statement as quoted by Susie Babani the group Managing Director says that ANZ banks on their employees Defining Insurance It’s a contract in which a person receives financial protection against losses from a insurance company, The insurance company collects clients risks to make payments more affordable for the insured. ANZ offers different types of Insurance some of the insurance they offer are Personal Insurance : insurance of humans against the risks of death or health Business Insurance : Managing the risk of your business or running operations ,Anz is there to cover future. ...
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...I. Company Profile Company Background “Nourishing Filipino Dreams” Alaska Milk Corporation first started developing its products through a joint venture with Holland Milk Products, Inc. In 1972, the company offered Alaska Evaporada Filled, Sweetened and Chocolate Sweetened Condensed Milk to the market. Since then the company became the number one brand and continued to expand its reach into other segments of the industry. In 1976, Alaska Milk Corporation became widely known as it launched its advertising strategies which featured the “One-on-One” campaign where the famous line “wala pa rin tatalo sa Alaska” originated, making its way into every Filipino household all over the country. The company then continued to use well-loved by Filipino sports to widen its market reach and won the various advertising excellence awards in 1977. In 1982, the company decided to revamp their packaging and developed advertising campaigns to “encourage use of Alaska liquid mild in food preparations”. Not long after, Alaska Milk Corporation expanded its product portfolio line and added the powdered filled milk in 1985 then the Alaska Choco brand in 1987. Aside from that, strong marketing initiatives were also launched in 1986 when it fully invested into sports and partnered with the “Sprint Queen”, Lydia de Vega, as the ambassador for the brand. Also in the same year, the company acquired a franchise in the Philippine Basketball Association which also helped establish the company’s equity in...
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