marketing project essay

Submitted By kevinhunag
Words: 4375
Pages: 18

Smoothie Advertising Project

By

Dean Reilly 12004412

Kai Huang 12009114

Jianan Zhao 12009116

Matthew Williams 12005425

Introduction

According to caswell (2009), in the year 2000, only 43% of people were aware of the ‘5-a-day’ campaign and only 26% claimed to put the process into action. This means that fewer than 15 % of adults met the five a day criteria. However the market has changed significantly since the year 2000, nowadays around 74% of people are aware of the 5 a day campaign which is a staggering 31% increase on 2000. A further 32% increase has been made on the amount of people who put the campaign into practice (Caswell, 2009).

Even though the UK has been hit heavily during the global recession the fitness industry has seen steady improvements in both membership sales and fitness facilities since the recessions beginning in 2008. The total market value of the fitness industry has increased by 4%, the member base has increased by a further 2% and fitness facilities have increased 1.7% since 2008. Overall the fitness industry has soared in the recession where most others have failed.

The main competitors in this industry are well known ‘healthy drinks’ brands such as; Tropicana, innocent smoothies and Rubicon.

Advertising goals

An advertising goal is a clear and specific aim of an advertisement or commercial, such as to compare, to gain, to inform, to persuade, or to remind (Palmer, 2012). The aim of the smoothie advertisement is to create a strong brand image, support marketing efforts and also encourage action. “Brand awareness refers to whether consumers can recall or recognize a brand or simply whether or not consumers know about a brand (Emine and Huang, 2011, p.93)”. Getting new business is the key to your company's future, and increasing brand awareness will sure help let potential customers know you are there to serve them (Guest, 2011). The plan is to achieve these goals through the creation of advertisements which will be placed in well-known health magazines and dieting clubs throughout the UK. Furthermore, Hahn (2003) suggested that “a brand’s most valuable asset can be the name itself”. Therefore we have created a strong brand name to attract customers’ attention which is 100% smoothie drinks. Thirdly, Chan (2001) claimed that advertising doesn’t specifically increase sales, it may be to increase the number of people visiting the store or calling to inquire about the product. So we decided to though promotional campaign to enhance our brand recognition, such as Buy one get one free. And next, we want provide more information (the types of products, and the benefits of the product and et al) to our clients so we are going to establish inquiry access Web site for our product, like Facebook and Blog. Our customers can know the recently activities immediately. It is not only a communication way with consumers but also a better way to popularize our brand and build customers’ loyal.

BBC (2004) found that more than one in four adults in the UK are trying to lose weight "most of the time”. The target market is health enthusiasts and people with the aim to lose weight and get fit. This is why the advertisements will be placed in the necessary places in order to reach the target market.

Message Design Choices

The executional framework we will use for our advert will be Informative. We chose to use the informative executional framework in order to try and sell our product Business-to-Business but also to have an element of direct customer sales, informative will work in this instance as it ‘announces the existence of a product’ (Zhang, Zhong and Shue, 2012) this means that it also increases brand awareness as people will know of the product when it has been launched. Also the group of consumers that the smoothie will be sold to wants the nutritional information because it is important to them when making…