ASSIGNMENT MEMORANDUM

Transcription

1 Page 1 of 8 ASSIGNMENT MEMORANDUM SUBJECT : MARKETING COMMUNICATIONS (MC) ASSIGNMENT : 1 st SEMESTER 2011 QUESTION 1 [23] Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 3, page The VIEW model (8) V = Visibility Discussion including applying the Recyclable PlantBottle packaging Visibility signifies the ability of a package to attract attention at the point of purchase without detracting from Coca-Cola s brand image, i.e. the famous shape of a Coca-Cola bottle. The on-pack messages pertaining to the environmental benefits should be clearly visible. I - Information Discussion including applying the Recyclable PlantBottle packaging - This element deals with various forms of product information that are presented on packages. The objective is to provide the right type and quantity of information without adding too much clutter. The environmental benefits information should be clear, to the point yet providing sufficient enough information to make a difference to environmentally aware consumers to be convinced and make the purchase. Voice = Emotional Appeal Discussion including applying the Recyclable PlantBottle packaging The package s ability to evoke a desired feeling or mood such as elegance, prestige, cheerfulness and fun through the use of colour, shape, packaging materials and other devices. In this instance the PlantBottle could evoke the emotion of caring for the environment with the recyclable claim and the proud association as a consumer with a brand that truly cares about its environment. W = Workability Discussion including applying the Recyclable PlantBottle packaging How a package functions rather than how it communicates, i.e. does the package protect the product content?, does it facilitate easy storage, does it simplify the consumer s task in accessing and using the product, does it protect the retailers against unintentional breakages and pilferage and is die package environmentally friendly.

2 Page 2 of 8 The Recyclable PlantBottle packaging scores high in this regard with its recyclable claim being so innovative and enhances Coca-Cola as an innovative brand that is the first company to introduce a beverage bottle made with recycled plastic Package design process (10) Step 1: Specify Brand-Positioning Objectives Coca-Cola s Sustainable Packaging division should ensure that they fully understand the positioning of the overall brand and what image is desired for the brand. The design of a recyclable PlantBottle is clearly in line with the organisation s vision of leadership on environmental issues. Step 2: Conduct a Product Category Analysis Having established what Coca-Cola as a brand represents and thus what their packaging design must convey in terms of environmental issues, it is essential to study the product category and related categories to determine relevant trends or anticipated events that would influence the packaging decision. An analysis should be done on what innovative packaging options are available in the market or are currently being tested for introduction, Step 3: Perform a Competitive Analysis Armed with knowledge about competitors use of packaging colours, shapes, graphical features and materials the package designer is thus prepared to create a package that conveys the desired image as specified in Step 1 yet is sufficiently unique and differentiating (Step 2) to capture consumer attention. Step 4: Identify Salient brand attributes or benefits It is critical to ensure the feature benefits of the packaging are more important to consumers that it being too cluttered with information. The fewer the better is a good theory to follow. The PlantBottle should emphasize one or two really key brand benefits rather than being cluttered with a list of benefits to ensure it captures the consumers attention or influence their purchase decisions. Be clear and to the point, i.e. up to 30% plant based, 100% recyclable Step 5: Determine communication priorities The package designer must now establish verbal and visual priorities for the package. It is critical that the package designer acknowledge that the package advertisement at the point of purchase occurs in an incredibly cluttered environment for a very short duration. The 100& recyclable with a possible recyclable logo that is clearly identifiable should be critical to use as communication elements on the PlantBottle.

3 Page 3 of 8 QUESTION 2 [29] 2.1 Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 4 page ,, 8 th edition 2.1. Psychographic information that could be relevant People that frequently visit restaurants Yankelovich MindBase segment most applicable could be I am Expressive my motto is Carpe Diem because I live life to the fullest and I am not afraid to express my personality I am active and engaged and live in the now attitude thus I am not scared to express my individual tastes by using the Freestyle Soda Fountain and selecting my own individual mixture of flavours which are in line with Freestyle s motto of celebrating the idea that consumers can truly have their say at the soda fountain -- with choices tailored completely for them. When considering the 8 VALS segments, the Experiencer segment could fit the Freestyle product the best motivated by self-expression. Impulsive, seeking variety and excitement, savouring the new, the offbeat and the risky with their energy finding an outlet in social activities and outdoor recreation. They spend a high proportion of their income on fashion, entertainment and socialising which are very much in line with the words from Coke CEO Muhtar Kent Everyone who touches [Freestyle], everyone who drinks from it and everyone who returns to drink from it tells us they are inspired." Freestyle not only dispenses unlimited flavour choices, it's also downright cool-looking. Housed in a Ferrari-designed sleek metal shell, Freestyle boasts touchscreen technology and releases "digitally-controlled amounts of concentrate flavour from dozens of plastic cartridges." Please note: Students could still achieve marks for a good explanation of their choice of other Yankelovich MindBase segments or VALS segments (6) 2.2. Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 5 page , 8 th edition HEM (4) CPM is the rational consumer processing model whereas HEM is the hedonic, experiential model the Hem model probably better explains how consumers process information when they are carefree and happy and confronted with positive outcomes. CPM HEM Cold Hot Calculating Emotional Cognitive 3 Fs

4 Page 4 of 8 The HEM viewpoint recognises that people often consumer products for the sheer fun of it or in the pursuit of amusement, fantasies or sensory stimulation. Product consumption from the hedonic perspective results from the anticipation of having fun, fulfilling fantasies or having pleasurable feelings. All of these are in line with the freestyle soda fountain the sheer fun, and excitement of mixing your own unique flavours, making your own choices and then living with the consequences of trying out your own concoctions. Products are thus, based o9n the HEM perspective, more than mere objective entities, they are subjective symbols that precipitate feelings and promise fun and the possible realisation of fantasies Benefit positioning Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 5 page , 8 th edition Functional needs Provide solutions to consumers current consumption-related problems or potential problems by communicating that the brand possesses specific benefits capable of solving those problems, i.e. faster delivery, betterquality products, better service, convenience, safety, good health, cleanliness etc. For example: Avis we try harder Symbolic needs The ability to satisfy non-functional or symbolic needs. Attempts to associate brand ownership with a desired group, role or self-image. Directed at consumer s desire for self-enhancement, affiliation, altruism etc. Experiential needs Represent consumers desires for products that provide sensory pleasure, variety, and cognitive stimulation. Being out of the ordinary and high in sensory value looking elegant, feeling wonderful, tasting or smelling great, being exhilarating etc. or rich in the potential for cognitive stimulation (exciting, challenging, mentally entertaining etc) Freestyle will fit the best with Experiential needs letting the consumer experience their own concoctions providing them with the sensory pleasure and the variety of mixing their own flavours The Hierarchy- of-marcom Effects Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 6 page , 8 th edition, with specific reference to Figure 6.1 page 158. The hierarchy-of-effects metaphor implies that for marketing communications to be successful, the various marcom elements

5 Page 5 of 8 must advance consumers through a series of psychological stages. See figure 6.1. and apply the Freestyle soda fountain product to each of the stages, i.e.: Unawareness to awareness When Freestyle was first introduced consumers were initially unaware of its existence and its special features. The initial marcom imperative is thus to make people aware of the product and its benefits. Awareness Unless consumers are aware of the Coca-Cola Freestyle product it won t become a member of their set of viable purchase alternatives. Advertising is the most effective and efficient form of marcom tool to use to establish awareness By merely creating awareness however, will not move the consumer further up the hierarchy towards purchasing a Coca-Cola mixture from the fountain. Creating an expectation Mere brand awareness generally is inefficient to get people to buy a brand. Advertising and other marcom elements must instil in consumers an expectation of what product benefit(s) they will obtain from buying or experiencing a mixture cold drink of the Coca-Cola Freestyle. This expectation is based on the positioning of the brand. Encouraging trial purchases Sales promotions and advertisements sometimes work together to encourage trial purchases. As the name suggests, a trial purchase is just that. A more compelling mechanism is required than mere advertising to encourage a trial purchase this is the role of sales promotions free drinks, free coupons to try it out all of these are particularly effective to get consumers to try the Freestyle out. Forming Beliefs and Attitudes Upon trying a specially mixed Coca-Cola Freestyle drink for the first time and experiencing the ritual, the consumer will form beliefs about its performance. These beliefs in turn form the basis for developing an overall attitude toward the brand. If consumers had a negative experience the first time they tried the Coca-Cola Freestyle drinks this may lead to a belief that the products mixed within the Freestyle fountain are inferior to buying your favourite drink in a bottle or tin and this may then lead to a negative attitude towards the product. Reinforcing beliefs and attitudes Once these beliefs and attitudes have been formed as the outcome from firsthand product usage experience, subsequent marketing communications serve merely to reinforce the consumers beliefs and attitudes that resulted from trying the product. If Coca-Cola sticks with a particular promise linked to the Freestyle product and promotes this (3) (3)

6 Page 6 of 8 promise repeatedly the belief and attitude may be reinforced. Accomplishing brand loyalty As long as Coca-Cola s Freestyle continues to satisfy expectations and a new superior brand is not introduced the consumer may become a brandloyal consumer and purchaser. This is the ultimate objective. This however is not a guaranteed outcome. QUESTION 3 [38] Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 9 page th edition Advertised brands frequently receive endorsements from a variety of popular public figures. Approximately 1/6 of ads worldwide feature celebrities and in addition to celebrity endorsements products receive the explicit support of non celebrities also. The History of Celebration campaign is inspired by the legendary 1990 FIFA World Cup hero and how he changed the world of football goal celebrations forever with his iconic corner flag dance. The spot opens with actual footage of Milla's goal and subsequent dance celebration. The action continues with a montage of players showing off their moves, representing the evolution of goal celebrations that continues to this day. A smiling Roger Milla, next seen in the stands watching the action and drinking a Coca-Cola, nods in approval of today s goal celebrations motivated by his dance. Milla is thus used in this commercial as a celebrity endorser of Coca-Cola giving his approval of today s goal celebrations whilst sipping on a Coca-Cola. It is not clear what he was paid for this endorsement yet it is evident that many top celebrities receive enormous payments from their endorsement services. (Some students may also discuss the use of the celebrity K NAAN as an endorser this is also correct) 4 marks for your description of the abovementioned Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 9 page ,, 8th edition TEARS Model: (8 marks) Two general attributes, credibility and attractiveness contribute to an endorser s effectiveness. Each consists out of more distinct sub attributes.

7 Page 7 of 8 T = trustworthiness being perceived a believable, dependable E = Expertise the characteristic of having specific skills, knowledge, or abiliti4s with respect to the endorsed brand A = Physical attractiveness the trait of being regarded as pleasant to look at in terms of a particular group s concept of attractiveness R = Respect The quality of being admired or even esteemed due to ones personal qualities and accomplishments S = Similarity the extent to which an endorser matches an audience in terms of characteristics pertinent to the endorsement relationship Credibility: It refers to the tendency to believe or trust someone internalization occurs when the received accepts the endorser s position on an issue. It is about trustworthiness and expertise. Attractiveness: The process of identification with the endorser more than just physical attractiveness and includes a number of virtuous characteristics that consumers may perceive in an endorser intellectual skills, personality properties, lifestyle characteristics, athletic prowess etc. No-Tears Approach (8 marks) 1. Celebrity and Audience Matchup will the target market positively relate to the endorser Milla? Yes 2. Celebrity and Brand Matchup Are Milla s behaviour, values, appearance etc compatible with the image desired for Coca-Cola? Yes 3. Celebrity Credibility Is Milla credible in this instance? Yes 4. Celebrity Attractiveness A multifaceted approach. Yes 5. Cost Considerations How much will it cost to obtain Mill as services? 6. Working ease or difficulty factor Is Milla easy to work with or not? 7. Saturation Factor Does Milla endorse other brand? No 8. The Trouble Factor What is the likelihood that Milla will get into trouble after an endorser relation is established, i.e. the trouble Tiger Woods went through and the negative affect it had on his endorsements. 3.2 Music has always been an extremely important part of the Coca-Cola marketing campaigns throughout the years. The Celebrations campaign with K NAAN s music is certainly part of their overall creative strategy. Students should comment on how the music was chosen and what function it plays in the overall commercial. 4 marks will be obtained for a thorough explanation. Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 9 page Various textbooks and references could be used to assist the student with prescribed textbook in Chapter 8 page

8 Page 8 of 8 Unique Selling Proposition Creative Style Explanation with example Brand Image Creative Style possible style of choice Explanation with example Coca-Cola uses a specific theme-related campaign for their annual global campaigns which are closely linked to their overall Brand Image and music plays an important role in the establishment of the Brand Image creative style as per the Celebrations campaign. (4) Resonance Creative Style Explanation with example Emotional Creative Style possible style of choice Explanation with Generic Creative Style Explanation with example Pre-emptive Creative Style Explanation with example PRESENTATION [10]