V. The Launch
In the afternoon of November 17, 2017, outside the Careers Centre on Market Street, the marketing team for Smoothie Ladz launched our creation. Through the use of banner, the puppies, and direct marketing on Ghita, Declan, and mine’s behalf, Smoothie Ladz sold out their entire stock of smoothies and banana bread snacks and to a handful of delivery’s to friends. The use of Ghita’s dogs incited quite a few purchases through associative marketing, for most passerby's at least looked, if not stopped and asked to play with the puppies which we had wrapped in our coats and then decided to buy one of our products (Stone & Desmond, 2007). However, because it was so cold outside, Ghita decided it was safer to bring them home, so Declan and I turned our focus to direct marketing by selling consumers on price and cause over the product (Burns, 2014). We decided to lower our prices from £3 to £1, making them more appealing to students short on money. As well, we really started pushing everything we did for charity, because the idea of smoothies on a
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Originally, our timeframe for the Smoothie Ladz launch was for mid to late October but, as a result of not getting our desired locations, we didn’t end up launching until mid -November, almost a month later that our goal. The reason for this was Andrew’s inability to punctually send emails to the places we desired to sell. This resulted in Smoothie Ladz not being able to sell outside the academic buildings we’d sought out which severely impeded us for reaching our targeted segment and in the timeframe we’d desired. Luckily, Andrew finally got the approval to sell outside the Careers Center with 3 days notice so we had to scramble to get everything organized for our launch. This three day period between approval and execution really rushed us and prevented us from having the smooth promotional lead up we’d hoped to
Muzz Buzz was first founded in Belmont, Western Australia in 2001 and soon found to be a success and began franchising in 2004 and later started to franchise the business out of Western Australia in 2006. Muzz Buzz now has around 53 stores together across Australia. Muzz Buzz is a Western Australian started business and primarily based here with 38 drive thru’s. Having a large selection of foods and drinks to select from it makes it simple to come to Muzz Buzz because it is all there! It is known for its coffee that is served quick, conveniently and is also satisfying! Muzz Buzz is unique with its different cup sizes available for different drink selections! For coffees and other hot drinks you can choose from a Short, Tall, Grande or a Really Big One! For the frappes, fruity blastz and other refreshing drinks you can choose from a tall and Grande size. The famous buzz balls also come in all of the cup sizes and the yummy short bread biscuits you get with your coffee can also come on their own in a full ($2.50) and a half ($1.00) kids cup size! Muzz Buzz is a franchise run by different owners so I chose to interview Brad Hope who owns and runs the Mandurah and Erskine locations. Because Brad owns two stores I am going to complete my assignment only on the Mandurah store. Brad first opened the Mandurah Muzz Buzz in October 2007, when he first did this he used a bank finance to pay for the business. Through the Mandurah store there is between 13-15 staff members that also do shifts at the Erskine store if needed.
According to the case, the problem with production was the lead time. Due to the timing in supply of the painted bottles and the lengthy brewing process, the company could not provide beer to their distributors at any time they needed it.
The Onion’s mock press release markets a product called MagnaSoles. By formulating a mock advertisement a situation is created where The Onion can criticize modern day advertising. Furthermore, they can go as far as to highlight the lucrative statements that are made by advertisements that seduce consumers to believe in the “science” behind their product and make a purchase. The Onion uses a satirical and humorous tone compiled with made up scientific diction to highlight the manner in which consumers believe anything that is told to them and how powerful companies have become through their words whether true or false.
In the world of party chips and zesty dips, the Sensational Salsa company has created a new brand of salsa flavor. Having believe that they have created a culinary masterpiece, the company has already produced a mountains worth of their new salsa flavor. However, when they begin selling the salsa, they were shocked when the statistic showed that many children and adults did not enjoy the taste of their new flavor. Devastated by the news, the Sensational Salsa company deployed a questionable tactic to persuade more people into buying their salsa and change their attitude towards their product: they plan to pay off parents to lie on Facebook about how much they enjoyed the salsa. By employing this method of persuasive communication, the Sensational Salsa company will try to change the attitude the public has of their product both cognitively and affectively.
Today’s society is full of products that have numerous varieties. But, little do customers know about the time before when there was one type of each product. In Malcolm Gladwell’s “Ketchup Conundrum” article, he offers many different situations providing an explanation on how some products came to be, and how some name brands made their way into the business world. Consumers are lucky today that there is almost any variety of product to fit their wants or needs.
Easy, just infiltrate the center of America’s source of amusement, the television. This important device has changed the world of advertising, and Cheerios knows it. Ever since the TV advertisement game began Cheerios has consistently come out on top, with creative commercials, catchy slogans, and some of America’s favorite characters, including Buzz the Honey Nut Bee, but how long could it last? Apparently pretty long. “Just Checking”, a commercial, rather famous for its racial diversity, and cuteness, wildly exceeded many people's expectations for a cereal commercial, becoming very successful in doing its job. Cheerios wanted to create a commercial that accomplished three simple tasks, get their name out there, thus increasing profit, and emphasizing the health benefits of their nutritious breakfast food. They were very successful in doing so. They also accidentally achieved an amazing accomplishment by including an interracial family as the main characters, which sparked a nationwide talk on the importance of interracial acceptance.
Our original marketing plan was not a plan at all. We wanted to see success and focused on revenues, net sales, and stock price to gauge whether we were doing what was best for the company. We made sure to locate a target market and base our promotional tactics on what young and mature families want and need. We ensured that we did the right thing in the face of adversity, especially when concerning intercompany issues and product tampering. We wanted to make sure that we were selling great products that did their intended job at a fair price, and made sure our products were easily accessible to consumers.
This diversity will make for a powerful word of mouth marketing campaign using social media to spread the word and the television and online advertising efforts offering a money-back guarantee, free samples and community website links. We will focus on both the “Bohemian Mix” from this geographic area that includes people from these ethnic backgrounds in households made up of a mixture of different family members from different age groups, but under age 55, many with pets, who like to try the “newest coffee brew” or product. Their median income is over $56,000 a year and they are upwardly mobile. We also chose the “Young Digeratis” who are made up of the wealthier and younger family mix ages 25 to 44. They like to stand out above others and only accept the highest quality of food and drinks. They drive the most expensive autos and spare no expense on their clothes and
The key issues facing the client are that; firstly; the business is focusing all of its energy onto the youth market and not attracting business and sales from the older demographic that in years to come will be a massive market, which is as yet untapped. This may be due to the fact that one of the client's main aim is to "help provide children with healthier food" (GMID 2007). Secondly; the client has not fully taken into account the changing lifestyles of people and their demands, emerging markets within the health drinks market such as health snacks have not been considered by the client and must be if they wish to expand their business and move away from being known as a one product business.
The adverting industry has a way to sell things to mass audiences with out actually providing any sound reason to do so, instead the use of rhetoric enables anyone to essential market anything. The advertisement that will be analyzed here is brought to you by the Mars Chocolate Company, and it deals with the “M&M’s” candy. The rhetorical devices being attached to the presentation are proof surrogate, appeal to common practice, and rationalization. Aside from this, the analysis will also include an answer to what audience is being targeted, what psychological effects are being expected, and what subconscious needs or desires is the presentation playing upon. By the end, the reader should have a clear picture of what purpose the advertisement serves.
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
Juliet B. Schor, a professor of sociology at Boston College, is the author of Selling to Children: The Marketing of Cool and many other books on the topic of American Consumption. Schor is a professor of sociology at Boston College. In this article, Selling to Children: The Marketing of Cool, Schor talks about what cool is and how it has affected the culture of advertising and ideals. From Schor’s writing we can try to understand why she wrote about this topic and how she feels about the methods of advertising used for kids, providing facts for each of her main statements.
A small smile, a booming laugh, and a little play on words helped Pepsi’s ad “Scary Halloween” reach viral status on social media in 2013. Ads can be a triumph or a failure depending on how well the rhetorical appeals of logos, ethos, and pathos are used to convey an ad’s message. This ad’s largest draw was its use of pathos, making the viewers laugh and smile alongside Pepsi over their sly jokes.. “Scary Halloween” also engaged the audience by causing the viewers to cringe at the thought of their chosen soft drink being replaced. Pepsi also has massive amounts of credibility in the soda industry since it has been on the market for over 100 years, giving it ample room to poke at its competitors. Pepsi’s Halloween ad was successful because of
Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).
Thanks to my fascination with PepsiCo and partly because this is an assignment, I went online and search for some of PepsiCo’s most successful and ongoing marketing campaigns and strategies. During my research I noticed several daring marketing strategies Pepsi employed throughout the years. For example, gaining the support of Michael Jackson in the 1980’s and latest gaining the endorsement of global pop star Beyoncé.