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Marketing Development In order for the Bev Co to come up with proper advertisement strategy for its newly developed beverage, the brand management team needs to learn about principles, upon which the advertisement campaign of Bev Cos competitors is based. As a good example of what managing creativity can accomplish, we will refer to Vitamin Water, produced by Glaceau. Products advertisement can be found at web 1. Vitamin Water design is meant to appeal to the liberal minded White yuppies, who consider themselves as being too sophisticated. Their attraction to simple designs proves their sophistication in their own eyes.
This is why Vitamin Waters labels are distinguished by primitivism. There are only two colors used: white and some other color, depending on ingredients composition. It is not a secret that the spiritual degradation among White people, just like the one that took place during the decline of Roman Empire, is usually marked with peoples willingness to return to the roots, which expresses itself in peoples subconscious strive towards simplicity. This is because they think that spiritual primitivism will give them back their former vigor and vitality.
While being sophisticated, such people lack power, but they do observe that the primitive social elements, such as newly arrived immigrants from the Third World countries, posses such power. Therefore, in the mind of yuppies, the power is associated with primitivism. This is the real psychological reason why they are being attracted to the bottles of Vitamin Water, which look like as if they were being made in twenties. 2. Vitamin Water advertisements efficiency appears to be very high. Glaceau does not invest much money into TV commercial ads. Nevertheless, Vitamin Water is a much-demanded item in groceries stores and gas stations.
This is because products designers have rightfully concluded that the excessive advertisement campaign would scare off potential buyers. However, Glaceau's web site is being professionally designed. This is because products promoters have rightfully concluded that Vitamin Waters buyers spend more time on Internet then watching TV. In addition, they are well aware that yuppies sophistication is artificial. Apparently, young white professionals are drawn to cheap flash-animation effects as much as Blacks or Hispanics.
This is why Vitamins Water web advertising is loaded with colorful flashy images. Buying Vitamin Water for yuppies is more of a social thing. They want to exhibit their fascination with primitivism in public, as the mean to emphasize their sophistication. Nevertheless, while being at home, when nobody is watching, they are not afraid to expose their true selves. Vitamins Water advertisement is based upon deep understanding of customers psychology.
This is why Company is able to save money on promoting its product with the mean of TV. 3. I believe that Vitamins Water advertisement is persuasive, in the true sense of this word. This is because it is neither imposing nor vulgar, like 90 % of advertisement we get to watch on TV. Glaceau's product designers must have read the Sun Tzus book of military wisdom. In it, he suggests that the most important precondition of military success is to appear to the enemy as something opposite of what you really are: If you are strong, expose yourself as weak, if you are going to attack, pretend that you only think of defense. It is important to understand that Glaceau is a commercial enterprise, with making profit as its foremost priority.
Yet, it presents its products as something that is simply meant to benefit humanity, without any second thoughts. It is well known that progressive yuppies really do buy this kind of demagogy. They do believe in environmentalism, universal peace and tolerance and that it is possible to change world for better by adopting pacifism. Therefore, the advertisement effect, on the part of Glaceau, is accomplished on the spiritual level. This is what I call a true professionalism. If Bev Co wants its new beverage to become just as popular, it will have to invest into psychological research.
At the same time, Bev Cos marketing team would have to drop the notions of political correctness, while doing it. 4. Vitamins Water promotion technique is truly unique, because it is based on exploiting peoples sense of humor. Here is how Glaceau describes the effects of drinking Vitamin Water: Our Water works every time with fit-in-your-hands ease, one of our 12 grab-health-by-the-horns varieties offers a nutrient blend uniquely perfect to help you perform on gods have-forsaken-you days, yada-yada-yada conference calls, wind-sucking workouts, chasers-are-for-weenies nights, and one-with-tequila mornings. It is clear that this humorist appeal is directed at English native speakers. Yet, the targeted audience is specifically White people, because Vitamins water advertisement does not use any ghetto slang. In addition, this kind of humor is a bit too advanced for minorities.
The persuasive technique, in this case, is based on White peoples inner desire to think of themselves as part of a group. It is known that ethnic minorities in this country create societies within the society. Its members sometimes do not even bother to learn English, while receiving all the benefits of living in America. White yuppies also want to feel this sense of belonging. It is just that they associate it with wrong values. Nevertheless, Glaceau was able to exploit their psychological weakness.
The high sales of Vitamin Water, which is priced 2 dollars for a small bottle, while the production cost is about 20 cents, are the best proof of that. 5. I would definitely recommend Glaceau's marketing technique to be used by Bev Co. This is because it is based on understanding that psychological factor defines peoples consumerist needs more than anything else does. Therefore, Bev Co will need to research the market, where it intends to sell its beverage. The example of Vitamin Water shows that advertisements of beverage do not necessary have to carry a semantic message. It is a mistake to think that the logical properties of advertisement appeal to people.
The key to commercial success, in this case, lies in managers ability to relate product to something that people really like, in their mind. Everything depends on the specifics of the market. Black people are attracted by bright glittering colors. They tend to buy the products that emphasize their exclusiveness, as racial group - Fubu clothes, for example.
Therefore, if Bev Cos new beverage was meant to be sold among Black Americans, its design would have to include African cultural symbols. Also, the use of sex appeal, in this case, would prove to be very rewarding. Nevertheless, if targeted market were White yuppies, than the marketing approach would have to be different. Important is to assure people that drinking Bev Cos beverage will benefit them exactly in the way they believe it would.
As practice shows, when it comes to buying food items, attaining psychological comfort for people is even more important than satisfying their hunger or thirst. This explains the popularity of various diet beverages among these people. At the same time, Bev Cos beverage design will have to be unique. I would suggest for the Bev Co to exploit White people longing for secularization, in racial sense of this word. In order to accomplish this, beverages advertisement can revolve around some historical figures, as its promoters. This would result in situation when beverage is going to be associated with exclusiveness and humor, at the same time, which will make it especially appealing for the selected segment of the market.
For example, Bev Co can name it Pope or Saint Augustine and base beverages advertisement campaign on quasi religious message, which needs to be memorable and funny. In this case, Bev Co would not even have invest much into advertising, because the bulk of it will be done by Church criticism. Bibliography: How to Identify the Most Profitable Targets. 2003. Copernican University. Retrieved January 18, 2007 form web Vitamin Water. 2007. Glaceau.
Retrieved January 18, 2007 from web
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