Describe the role
Marks & Spencer's advertising agency would have played in the creation of
the 'Twiggy' campaign
Marks and Spencer’s is one of the UK’s leading retailers. Stores are visited by around 21 million customers weekly.
With the ‘Twiggy’ campaign the company wanted to increase sales and popularity. This was a success.
it has been a success. A blouse worn by Twiggy in one ad sold more in a week than any other product in the history of M&S.
Before the campaign M&M was not doing very well, with this campaign it regain one of the most popular retailers.
M&S has its own advertising department. The reason of it success and influence into the UK was because of the marketing strategy this department had. The marketing strategy focuses on multiple key areas, including food, which accounts for 50% of M&S's turnover. The food campaign used the strapline "not just food, M&S food", with a "look behind the label" endline. When hot chocolate puddings appeared in one of the commercials, sales increased 288%.
BEHIND THE SCENES OF OF THW M&S TV AD
Media Planning
The media planning team is responsible for buying the media time or radio/television or space in magazines/newspapers. The team decides where the advertisements should be shown. Their aims is to reach the target audience in a cost-effective manner, with their knowledge of the media they are able to do this.
The team made a commercial of 50 seconds with woemn in it to reach every part of the audience.
This was a great success.
Designing the advertisements
The creative department develops promotional ideas through effective copywriting, distinctive typography; the style and layout of the advertisement and attractive graphic designs. M&S had a enormous downfall when they launched the “I am Normal” campaign six years ago. They needed to make a comeback, starting with a new commercial. using light boards there were no speaking involved. there are different clothing styles showed in different situations. They finish with the M&S Slogan.
Producing the advertisement
One of the different tasks of the production team is producing a TV commercial.
They had to plan how to do this to make it fit into the budget, having a great commercial that seeks everybody's wishes. Having celebrities in its commercial that are icons in the UK was an amazing idea. The celebrities are from different ages (Twiggy, Noemie Lenoir, Eric O Connor and Laura Bailey). This way they attract all the target groups. The commercial was taken in the Hampton Court Palace - 50 seconds.
Help in identifying the target audience
The planning team helps to determine the type of customers that will be the target group for the campaign. Sometimes they make use of marketing research and secondary research to discover more about the customer.
M&S target group are young teenage women, in the 20th and mature women and older woman. Because the target groups are so different and have different needs, the company decided to use different models where the target group can identify them selves.
providing public relations activity
providing direct marketing support
Friday, January 21, 2011
Promotion is one of the four elements of marketing mix; product, price, promotion, place. It is the communication link between sellers and buyers for the purpose of influencing, informating, or persuading a potential buyer’s purchasing decision.
Role of Promotion within the marketing mix
‘’The main function of a promotional strategy is to convince target customers that the goods and services offered provide a differential advantage over the competition. ‘’
§To provide potential customers with readily available information
§To increase sales or market share
§To give the products an image, or to establish a brand identity
Nivea is a high quality skin and beauty care brand, it is part of a range of brands produced and sold by the German company Beiersdorf, founded in 1882. Over the past 10 years the company has grown consistently and rapidly through a carefully controlled and well managed expansion of its portfolio of products.
Its aims are to understand its consumers in its many different markets and delight them with innovative products for their skin and beauty care needs.
Nivea is consumer-led, this helped it to grow into one of the largest skin care brands in the world.
Now I am going to explain the role of promotion within the marketing mix of nivea visage young
Market research showed an opportunity in the market for the launch of NIVEA VISAGE YOUNG as part of the Nivea visage range. The idea was to offer a comprehensive selection of products aimed at young women. Target market: girls 13 – 19 years. The range helps to fight the puberty skin, showing a healthy and beautiful skin.
The role of promotion within the marketing mix is as follow
§Products and services
§Price
§Place
§Promotional objectives
Product and service
Nivea Visage has generally products of good quality. it looks very carefully at the target group looking at age, gender, lifestyle and attitude. Because of this it has a whole range of products to offer.
On their webpage it is indicated that over 150 dermatological and cosmetic researchers, pharmacists and chemists are constantly working to improve established products and come up with new ones.
Product range
It carries out its market research with consumers in a number of different ways; these include:
üUsing focus groups to listen to consumers directly (to see how they feel aboutthe product, what could be done better etc)
üGathering data from consumers through a variety of different researchtechniques (e.g. the internet)
üProduct testing with consumers in different markets (to show the affectivity ofthe product offered, and to see how they feel about it)
The company improved products of NVY to make it more effective and more consumer-friendly.
Before finalising the re-launch of Nivea visage Young Beiersdorf tested the improved products on a sample group from its target audience, this test gave some ideas for improvements:
ügoing natural, using instead of alcohol, natural sea salts in one product and minerals in others.
üChange the design, making it more modern and softer with a flower pattern
üIntroducing two completely new products that fit perfectly in the Nivea Visage Young range
üChanging product descriptions and introducing larger pack sizes, giving the impression of cheaper but still good quality products.
With all of these changes NVY meets much better the needs of market.
Some of these changes had a great commitment to the environment corporating responsibility approach aims to; reduce packaging and waste (larger pack sizes), using more natural products (minerals and sea salts in formulas) and increase opportunities for recycling (using recyclable plastic in its containers)
‘Skin that is softer and more beautiful is ultimately more touchable, so the physical and emotional benefits are very closely linked,’
This is exactly what Nivea Visage Young wants the youngsters to feel and that has an emotional aspects on them, wanting to look healthy and beautiful.
At that particular age youngsters want to look good and want to do everything to get rid of impurities Nivea makes use of this, giving them the right products with high quality at affordable prices.
PRICE
The price is an important aspect for the profit.If it is not in balance with the quality of the product, it can give a wrong impression. This is why NYV ensures that its pricing remains competitive. Being the price leader, it has to set the price level that competitors will follow or undercut.
On their webpage Nivea claims that their products are of a quality level that some competitors offer for ten times the price. Here we clearly see that Nivea goes for the strategy of positioning their products as being of quality at affordable prices. Trying to give the impression of “the best choice for the whole family’’.
This goes along with the fact that discounts on Nivea products are often found e.g. last week at the Kruidvat: Nivea visage young Facial cleaner 1+1 for free.
It also uses the penetration technique, initially setting low prices to ensure a high volume of sales. Also setting high prices for a new and unique product, (skimming price).
NIVEA VISAGE Young’s pricing strategy now generates around 7% of NIVEA VISAGE sale.
Nivea has to deal with competitors as: Garnier, Dove and Johnson & Johnson. However, among these the brand takes care that it does not appear to charge less so that the image of being a quality brand remains believable for customers. A successful strategy!
Place
The place is one of the most important factors when selling products. Nivea visage young does a great job on choosing their places, by looking where the target group is established.
The products are virtually found everywhere. They are located on the shelves of pharmacies, but also in supermarkets such as Albert Heijn. But also shops like Etos and Kruidvat. Through this distribution strategy Nivea appears as a brand that is easily available for all kinds of people and of course all kinds of families who care of good quality, whether they buy by Albert Heijn or by Etos. Nivea does this because of the fact that for Nivea visage young the family e.g. the mothers a very important factor are. Its distribution strategies also consider the environmental impact of transport. Nivea has chosen to sell their products online only trough their retailers’ website in order to cut costs.
Research showed that the majority of purchasers are actually made by mums, buying for teenagers; they are more likely to buy the product from supermarkets. Research also showed that around 20% of the youngsters target market buys products for themselves in the city stores when shopping with friends. E.g. etos.
Promotion
Promotion is very important for every business, without promotion there is no publicity, without publicity there is no sale.
There are two kinds of promotion; above the line or below the line. Above the line promotion is directly paid for, e.g. TV, newspaper advertisement.
Nivea Visage Young decided not to use much the above the line promotion, they do have a couple of commercials, but this is not the main promotion way.
Instead of this it uses below the line promotion. It realises that ‘one way’ messages, using TV or the press, is not as effective as talking directly to the girls.
Some of the promotional activities are:
Events or trade fairs helps to launch a product to a wide audience. Events may be business to consumer (B2C) whereas trade fairs are business to business (B2B).Direct mail can reach a large number of people but is not easy to target specific consumers cost-effectively, but giving these kind of information they know they will be recognized. PR: their way of communicating with its stakeholders, using newspaper press releases. Other PR activities include sponsorship of high profile events to create recognition.
It chooses promotional strategies that reflect the lifestyle of its audience and the range of media available. It is consumer-led. The idea is to identify ways of talking to teenagers (and their mums) directly.
How do they do this?
1.Using product samples. These allow customers to touch, feel, smell and try the products.During 2008 an amount of one million samples were giving away, through‘goody bags’, stores and websites. By doing this Bierersdof attempts to develop a deeper connection between Nivea Visage Young and the target teenage girls segment.
2.Launching an interactive online magazine called FYI (fun, young and independent) toraise awareness of the brand. Concept: to give teenagers the confidence to become young adults and to enjoy their new-found independence. Using Nivea visage Young as the ‘first skin care routine.
3.Using e-marketing; myspace, facebook, bebo etc. it has promoted a Hit4UK chat showand the TMF digital TV chat show and the TMF digital TV all con making use of the power of new media as part of the mix to grow awareness amongst the girls.
4.Giving event promotions around the world e.g. 2007’ NGO Rock Challenge, promoting awareness of healthier lifestyle choices among students. This enabled the company to get directly involved in their target teenages segment and work closer to them. Andgetting information and feedback from its target market while promoting their brand.
Consequently we can say that consumer led promotion aims to make repeat purchases and keep customer loyal to the company in the long run. A survey carried out by the Readers Digest quotes that NIVEA which has been voted as one of the most trusted brands in 15 countries.
Nivea visage young has created a clear position in the market by putting together a marketing mix. This mix balances the four elements showed above; the 4 P’s. Using traditional methods as place: such as distribution through the high street, alongside more modern methods of promotion. e.g. through social networking sites. Making sure that the message of Nivea Visage Young reaches the girls and have a good influence on them.
The main aims of Nivea Visage Young are: to give the girls the products needed to feel confident and beautiful.
To make profit and establish their name in the Beauty Industry by making use of the all above written factors.
here are a couple of commercials :
introducing NIVEA VISAGE YOUNG
the secret for clear soft skin, trust NIVEA YOUNG.
doing a commercial with a pretty celebrity is very smart, because the teenage girls
would like to look like her, by using the same beauty products.
Friday, January 7, 2011
For a business to be successful it is not enough to have good products sold at attractive prices. To generate sales and profits, the benefits of products have to be communicated to customers. In marketing, this is called promotion.
A business’ total marketing communications programme is called the ‘’promotional mix’’ and consists of:
advertising
personal selling
sales promotion
publicity
corporate image
Description of the promotional mix used by AIR MTM and Skoda’s Octaviafor the described products.
The Skoda Octavia is a small family car produced by Czech automaker Skoda Auto since 1996; their first VW-backed model was the Octavia. It was launched in the UK with a $10m promotional campaign- Skoda’s highest-ever spend on a marketing campaign. It was a total failure; only 6,154 Octavia cars were sold over the year.Market research at the time suggested that sixty percent of the people said they would never by a Skoda.
Skoda’s image was old, unfashionable and out of sync with its products.
Remember the Skoda jokes?
What do you call a Skoda with a sun-roof? Answer: a skip
Why does a skoda have a heated rear windscreen? To keep your hands warm when you push it
What do you call a skoda with twin exhaust pipes? A wheelbarrow
Their Strategy
To improve its performance in the competitive car market, Skoda UK’s management needed to assess its brand positioning. Only then could it grow from being a small player.To aid its decision-making, Skoda UK obtained market research data from internal and external strategic audits.
PROMOTIONAL CAMPAIGNS WERE NEEDED! THE CAR-BUYING PUBLIC AND THE CAR INDUSTRY
AS A WHOLE NEEDED CONVINCING THAT SKODA CARS WERE GREAT TO OWN AND DRIVE .
They did an excellent job on the advertising part. At first they made very good commercials that show how great the Octavia is. People started thinking differently about the brand.
They had a lot of test drives, so people could see how the “Octavia experience” is. This was also smart because when you show people what kind of product you are trying to sell, they can judge about it while testing it.
Showing the car in malls while dealing leaflets about the Octavia.
Advertising in papers, magazine, billboards, radio and of course showing the commercial on TV, the perfect way to connect to your target group.
The sponsorship, the perfect way to show a large group of people your brand name. Skoda knows perfectly how to do this by sponsoring e.g. the Tour de France and cycling Ireland.
Skoda did lots of primary research by asking customers directly about what they thought about their cars, and also used reliable independent surveys that tested customers’ feelings. it was expensive but worth it. Because thanks to this and a lot more of research and changes Skoda’s Octavia has won the 2008 auto express driver power ‘best car’.
Skoda's Octavia is always evolving
Skoda made GREAT commercials for the car, this is one of them.. SIMPLE AND CLEAR!
Jamie Cullum is an English pop and jazz-pop singer-songwriter, and multi-instrumentalist. On his second album is the self-penned track "Photograph", which Cullum said was written on New Years’ Day 2005 after he found a box of old photographs at his parents’ house.
Air MTM was responsible for launching Jamie Cullum from an unknown talent with huge potential to a Grammy nominated superstar who has now sold over four million albums.
Air management takes a very pro-active approach to areas of the business that are not typically pursued by artist management (e.g. new media,volunteer networks, affinity schemes, co-branding/sponsorship).
For this company is advertising an integral part of an artist campaign in today’s social media climate. They work very closely with the sync teams at the major labels and publishers, and have developed personal relationships with key music supervisors and creative’s to maximize their artists ‘exposure.
Through their intensive use of popular social networking sites such as facebook and bebo, they can ensure that Jamie has a current, up-to-date media profile that gives access to any news. Connection with the audience on a personal level gives the fans a great feeling about themselves in Jamie’s career.
Having an amazing talent such as Jamie Cullum performing at the Bebo Open Media launch event not only enabled us to showcase an example of the 700,000 artists that can be found on Bebo by its 40 million global members, but also provided some great entertainment for everyone who attended - they all loved him.
Joanna Shields, President - Bebo
The song “photograph” was promoted on the next ways;
·He has his own website where you could find the song, social networking sites where you could see how he felt about it and comment on the song.
·A video clip was made, TV was a great advertising tool, billboards of the cover were made
·He did great personal selling by doing lots of interviews for the radio, magazine, websites and talk shows.
·His short performances on TV with a different flavor than the original one, made him a great performer
AIR MTM way to promote Jami Cullum is very good and popular in the music world,
