VnC Cocktails, Vita Frute Cocktails by VeeV, and Classic Cocktails Light by Bacardi are identified as the main direct competitors of Skinnygirl. This is mainly due to the similarities across the 4 brands, providing similar Ready-to-Serve Cocktails catered to a target group of similar demographics (Appendix 1-> it’s the table). Through a comparison between the communication strategies of these 3 competitor brands, we have found that the target group is largely consistent across board, consisting mainly of health conscious males and females aged between 19-35 years old. They are likely to be independent working professionals who are internet savvy, thus allowing competitor brands to incorporate social media into their marketing strategies to connect better with their target audience. The use of social media platforms such as Twitter and Facebook complements well with their existing traditional print media advertising efforts, effectively expanding their customer outreach. In particular, Bacardi concentrates on a narrower range of target audience. Their drinks are geared towards an older age group of consumers, “typically males and females in the 25-35 range who know what they want, but believe making cocktails from scratch is time-consuming” (Akkam, 2010)
These alcohol beverage companies clearly understand that their target group leads “a busy and eclectic life with her profession, family, workout schedule and social activities” (Gables, 2012). Hence, they aim to benefit their target audience by bringing the ease of convenience to fulfill their functional needs through the “bartender in a bottle” (Pure Advantage , 2011), otherwise known as Ready-to-Serve Cocktails. These drinks help to “save her time and energy, and are perfect for ...
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... classic Raspberry Mojito to the contemporary Piña Colada, essentially allowing Bacardi to have a wider coverage of consumers. The unique selling proposition of Bacardi lies in its ability to offer rum-infused cocktails and put a modern twist to traditional drinks. Bacardi also collaborated with actress Busy Phillips to launch its new line of Bacardi Classic Cocktails Light drinks that are low in calories (Gables, 2012). This celebrity endorsement is an effective advertisement because it not only attracts the attention of the actress’s fans, but also consumers who are able to identify with the hectic lifestyle of the actress. This helps to reinforce the convenience factor of Ready-To-Serve Cocktails and increase consumers’ motivation to purchase the drinks, as they have a higher sense of personal relevance, which leads to more enduring involvement with the products.
Two best friends are torn apart. A man meticulously plots revenge on the person who got the job he was dying for. A nation is full of rage and fear because another country beat them in the race to walk on the moon. Sadly, all of these situations were caused by one thing, competition. In Alfie Kohn’s essay, “Competition Is Destructive”, he describes competition as having a “toxic effect on our relationships”(11). Although competition has many positive effects in this world, when talking specifically about relationships, whether it be between best friends, two strangers, or even entire nations, it fuels negative feelings and attitudes that transform people into monsters.
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
In this report I shall be looking at data compiled on the client and using this data I will analyse the market potential and demand for "health drinks" within the United Kingdom. Also I will consider whether it is viable to expand and develop the brand within the market whilst maintaining the socially responsible attitude of the company, in conjunction with the growing health trends and the client's ethical product production.
After PDB acquired Crescent Pure in July of 2013, its management team was faced with a decision when discussing how the product was to be marketed -- some felt that the drink’s energizing ingredients would make it a better fit as an energy drink, while others felt that its hydrating elements would make it a better fit as a sports drink (Quelch, Zalsoh 2014). Crescent Pure was founded in 2008, as founder Peter Hooper wanted “a drink that would refresh, energize and enhance mental focus” (pg 2). However, Crescent Pure will be PDB’s first entry in the U.S., sports and/or energy beverage markets; therefore, in discussing the
Alcoholics that are trapped so deep in the spell of alcoholism are leaving a legacy behind for those who continue to make alcohol companies millions of dollars by ruining their lives, making the wrong investment every time they purchase a bottle of alcohol; to them an “alternative route” to mask any issues they might be encountering at a particular time in their lives, and to those alcohol-making companies they are walking fortunes—walking billboards. Advertisement ads for these products continue targeting not only the already alcoholics, but also targeting underage drinkers. These alcohol-making companies can argue differently and have sworn to not be so focused on targeting people under 21. “Alcohol advertisers have pledged to comply with self-regulatory codes designed to limit t...
Brisbane, Australia, is the third largest city; where it serves up some of Australia’s best culinary finds. There is a marvellous collection of Brisbane restaurants with everything from stylish boutique eateries featuring top chefs from around the world to local diners than feature Australian specialities (ABC Integra, 2004). This essay will discuss the extent to which restaurants in Brisbane match the characteristic of a perfectly competitive industry both in the short and long run. Following that, this essay will elaborates on the pros and cons from an economic perspective, the characteristics of a perfectly competitive industry. Comparison between perfect competition and monopolistic along with examples will also be given to further illustrate the best market structures that fit restaurants in Brisbane. It will then be concluded that restaurants in Brisbane does not fit the characteristics of a perfectly competitive industry but rather a monopolistic industry as the only similarity between restaurants and a perfectly competitive industry is the large number of participants involved.
Throughout time men have been the primary sources of most advertisements. They are the face of cereal, water, fitness, home cooked meals and even taken over the shoe ads. But, who really likes shoes, who really goes to the grocery store, and why do men even go to bars… You got it WOMEN! Within the 21st century tables have turned, women are becoming the center of the household and the center of the economy. So, why should they be left out of our advertising rim? They should be at the forefront of our new product line up. Women embody the new style, design, and taste of our new line-up of beers. Let’s make Bud Light and the other competitors mad… By showing our smooth taste with the smoothest part of society.
The first step towards the growth and completion of our marketing objectives would be to increase the awareness of Trader Joe’s by 15% on social media and also boost advertisement to the same degree, for the next two years. We may be able to do so by incorporating advertisements and exclusive deals only found on Trader Joe’s social media pages. Also advertise Trader Joe’s social media pages within different locations of the store so that all people, as well as the younger people whom fall within the target market, can now see it and will become more likely to check out Joe’s on social media which
One that I believe that will be beneficial for Bacardi’s new line include relationship marketing. Building a trust and relationship will keep them coming back to you because they trust the company and the product. Direct marketing lets us promote directly through consumers through mail, email and promotional material. The ticket here would be a coupon in the Sunday paper with ad layout to go with it. This could be digital as well such as ads on popular applications or coupons directly through retailers such as Walmart or Target. This could tie into promotional marketing as well. The goal would also be to get into run ads in magazines. Generally health magazines for men and women as well as women’s magazines such as Better Homes and Gardens, Cosmopolitan, etc. Social Media is also a great way to market a new product especially to our target audience the 30-50 year old female. In order for our product to get out there and be known by every household different strategies must be used. Finding and appropriately using the correct promotional strategy will make or break this new line. We want people to know about it, try it, love it and buy it again. Consumers need to know there is a better option than those sugary calorie filled drinks or those bitter, tasteless alternatives that are already on the
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
Coca-Cola could use its social media network to introduce its products. This could be beneficial to the company, increase awareness of other products and increase revenue. Threats – The ever changing health-consciousness attitudes of the market could have a serious impact on Coca-Cola. This is a dominant threat because people are constantly trying to change their eating and drinking habits. Social media could exploit the unhealthy side of Coca-Cola’s products and could potentially threaten the status and success of sales (Tanner, 2013).
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Bloggers, in particular, are a rising popularity. Market research has shown that more consumers tend to look up on reviews before making purchasing decisions. Companies can choose to ride on the rising popularity of bloggers, as sponsored reviews from bloggers are generally not as pricey as “engaging an internationally renowned celebrity as an endorser” (Euromonitor International, 2014). Also, it is noted that the review of a blogger will send a more reliable message, as compared to one in the mainstream media (Khan-Gordon, A., 2007). As technology advances forward, companies have also begun to interact with their consumers through these means (i.e. Facebook, blogs, websites with beauty advice or apps for smart phones) in attempt to increase profits (Kopaciuk, A., & Koboda, M., 2013, cited from In-cosmetics, 2010). Furthermore, probe into consumers’ behaviors have shown an increase on purchases made over the Internet. This substantiates the fact that the Internet plays an important role in the consumers’ decision-making process (Kopaciuk, A., & Koboda, M., 2013). Additionally, the benefits of maintaining consumer relationships through the use of Internet can positively affect the company on the long run. It helps to garner honest feedbacks, and can lead consumers into being “loyal” to the brand that is willing to
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...