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Marketing

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by

Rachael Read

on 22 May 2013

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Transcript of Marketing

Maturity Total Product Concept Positioning Statement Product life cycle Communication Consumer Behaviour Total Product Concept Positioning Statement Product lifecycle Consumer Behaviour Total Product Concept Positioning Statement Product Life Cycle Communication Consumer Behaviour Branding Coke
Best Global Brand-Interbrand 2012
7 768mil USD Brand Equity
90% Brand Awareness in Western Countries
Red
Contour Bottle
Brand Associations It's okay, I'll put it in with the sections Communication Consumer Behaviour Branding .Refeshing & Thirst Quenching Australian Identity Recommendation - Coca Cola is a convenient product, an inexpensive and frequently purchased drink with minimal thought processes involved.

- Coke has high levels of credibility worldwide, it is therefore unnecessary for the consumer to pursue in-depth research in deciding whether to purchase the product or not.

- Common for people to reach the need/want recognition stage, directly to either an evaluation of options or the purchasing stage.

- Utilisation of lifestyle themes to encourage consumers to view a connection between a happy and fun lifestyle whilst drinking Coca Cola.

- Encourages that if there is a need/want recognition for a drink of sorts, Coca Cola should be the first option of choice. For cola drinkers who are full of positivity and fun-loving,aged 13 to 40 years, who are looking for a refreshing unique, fun fizzy drink to be a part of their daily lives. Branding 22nd Global Brand Value
16 594mil USD
Blue
Changing Logo - Pepsi is a convenience product and an example of habitual decision making.

- Use of celebrity profile and associations with sporting teams.

- Evaluation of options stage of the decision making process, consumer makes connection between Pepsi and celebrity or sport of choice. Development Introduction Growth Decline Advertises through various medias
- Website
- Television
- Billboards
- Sponsoring events
One of biggest companies in the world - 90% brand recognition

Each product with its own and unique advertising techniques to draw in its differing targeting audience. Communication Advertising their brand through various mediums;
Television
Facebook
Twitter
YouTube. For adventurous 20 to 40 year olds, who appreciate the rugged australian outdoors and need a refreshing, thirst quenching, full flavoured beverage brewed from natural ingredients; for a refreshing change to the shortcuts of the modern world. - Example of limited decision making

- Persuade consumers by creating associations with extreme sporting activities

- Encourages to 'take a risk' and try it Price Bundaberg
- minimal amount recognisable advertising - need recognition
- Information search - widen target audience
- evalution of options - purchased in wider range stores
- Purchase decision -
Bundaberg does not have a largely effective communication

- support ?? to increase brand awareness

Communicate offering
- more mediums to advertise
- increase target audience ?

Communication is poor
- Improve communication to increase brand awareness
- Cognitive and affective stages lack effectiveness

Low awareness
Limited associations
High loyalty REFERENCES
AIDA: Attention-Interest-Desire-Action - Communication Skills Training From MindTools.com. 2013. AIDA: Attention-Interest-Desire-Action - Communication Skills Training From MindTools.com. [ONLINE] Available at: http://www.mindtools.com/pages/article/AIDA.htm. [Accessed 21 April 2013].

A.I.D.A Model in Marketing Communication | Chron.com. 2013. A.I.D.A Model in Marketing Communication | Chron.com. [ONLINE] Available at:http://smallbusiness.chron.com/aida-model-marketing-communication-10863.html. [Accessed 21 April 2013].

AIDA MODEL | Lymelg's Weblog. 2013. AIDA MODEL | Lymelg's Weblog. [ONLINE] Available at: http://lymelg.wordpress.com/2008/07/14/aida-model/. [Accessed 21 April 2013].

AIDA Model - Introduction to Integrated Marketing Communications . 2013.AIDA Model - Introduction to Integrated Marketing Communications . [ONLINE] Available at: https://www.boundless.com/marketing/integrated-marketing-communication/introduction-to-integrated-marketing-communications/aida-model/. [Accessed 2 May 2013].

Bundaberg Brewed Drinks (2013) YouTube Clips. [online] Available at: http://www.bundaberg.com/info/you_tube_clips/ [Accessed: 5 Apr 2013].

Bundaberg Brewed Drinks Pty Ltd (2012) Bundaberg Brewed Drinks Homepage. [online] Available at: http://www.bundaberg.com/info/home/ [Accessed:20 Apr 2013].

Coca Cola (2009) Coca-Cola Australian Summer Commercial 2009/2010, Open Happiness. [video online] Available at: [Accessed: 5 Apr 2013].

Coca-Cola: Ch. 16 - Integrated Marketing Communication. 2013. Coca-Cola: Ch. 16 - Integrated Marketing Communication. [ONLINE] Available at:http://elbaz-coca-cola.blogspot.com.au/2011/11/ch-16-integrated-marketing.html. [Accessed 2 May 2013].

Coca-Cola Classic: April 2011. 2013. Coca-Cola Classic: April 2011. [ONLINE] Available at:http://linda4mktgcc.blogspot.com.au/2011_04_01_archive.html. [Accessed 2 May 2013].

Coca Cola (2009) Open Happiness. [image online] Available at: http://www.adbranch.com/coca-cola-ads-from-campaign-open-happiness/coca-cola_psstttt_horizontal_2009/ [Accessed: 5 Apr 2013].

Elliot, G. et al. (2012) Marketing. 2nd ed. Australia: John Wiley & Sons.

Fletcher, J. and Garton, A. (2007) Psychology, Self, Others and Society. Australia: Pearson Education Australia, p.379-381.

Helbling, K., 2010, “THE MARKETING STRATEGY CRITUQUE OF PEPSI BOTTLING GROUP”, Research Paper Submitted to Penn State University, USA. Retrieved on 13/5/13 from: http://www.personal.psu.edu/kjh5120/researchessay.html

Heritage Timeline (2006) Coca-Cola History: Coca-Cola Heritage Timeline. [online] Available at: http://heritage.coca-cola.com/ [Accessed: 5 Apr 2013].

Internetbrand (2013) Internetbrand. [online] Available at: http://www.interbrand.com/en/best-global-brands/2012/Coca-Cola [Accessed 23 Apr 2013]

Internetbrand (2013) Internetbrand. [online] Available at: http://www.interbrand.com/en/best-global-brands/2012/Pepsi [Accessed 23 Apr 2013]

Jackson, J., B., “Product Positioning Strategies”, Retrieved on May 13, 2013 from: http://ezinearticles.com/?Product-Positioning-Strategies&id=474245

Jain, S., “PEPSI”, Retrieved on May 13, 2013 from: http://www.slideshare.net/shellynjain/pepsi-13320625

MarketingPower, Inc (2013) American Marketing Association [online] Available at: http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=B [Accessed: 23 Apr 2013].

MODELS OF MARKETING COMMUNICATION. 2013. MODELS OF MARKETING COMMUNICATION. [ONLINE] Available at:http://marketingcommunicationmodels.blogspot.com.au/. [Accessed 14 April 2013].

Pepsi (2013) Beyonce's New Pepsi Ad, Limited Edition Can: First Look. [image online] Available at: http://rapfix.mtv.com/2012/12/10/beyonce-pepsi-ad-limited-edition-can-first-look/ [Accessed: 5 Apr 2013].

PepsiCo, Inc (2013) PepsiCo Homepage. [online] Available at http://www.pepsico.com/ [Accessed: 20 Apr 2013].

Pepsi logos. [online] Available at: https://www.logaster.com/blog/wp-content/uploads/2011/12/Pepsi.png [Accessed: 23 Apr 2013]

PepsiUSA (2008) Pepsi Frequently asked questions. [online] Available at: http://www.pepsiusa.com/faqs.php?section=history_of_the_pepsi_cola_logo [Accessed: 23 Apr 2013]

The Coca-Cola Company (2011) Coca-Cola Journey Homepage. [online] Available at: http://www.coca-colacompany.com/ [Accessed: 5 Apr 2013].

“Thoughts about Pepsi”, 2009, Retrieved on May 13, 2013 from: http://www.logodesignlove.com/pepsi-branding-and-logo

2012 Consumer Survey. [online] Available at: http://www.australianmade.com.au/media/35435/2012-Research-summary.pdf [Accessed: 23 Apr 2013]

Traditional Response Hierarchy Models Marketing Communications. 2013.Traditional Response Hierarchy Models Marketing Communications. [ONLINE] Available at: http://www.zabanga.info/marketing-communications/traditional-response-hierarchy-models.html. [Accessed 14 April 2013]. References Core Product:
- Nonalcoholic, sweet and fizzy beverage
Expected Product:
- To be able to be purchased worldwide
Augmented Product
- Help line and complaint phone service
Potential Product
- Different flavors Bundaberg
- minimal amount recognisable advertising - need recognition
- Information search - widen target audience
- evalution of options - purchased in wider range stores
- Purchase decision -
Bundaberg does not have a largely effective communication

- support ?? to increase brand awareness

Communicate offering
- more mediums to advertise
- increase target audience ?

Communication is poor
- Improve communication to increase brand awareness
- Cognitive and affective stages lack effectiveness

Low awareness
Limited associations
High loyalty Bundaburg's communication is poor
low awareness
Limited associations
Minimal amount of recognizable advertising
Cognitive & effective stages lack effectiveness - Contributing factor to why it is less In order to increase awareness and knowledge of the product, Bundaburg must;
increase recognition -> advertising
Being smaller brand in growth stage -> differentiate themselves from Coke & Pepsi Awareness Appeal Inform Appeal Inform
Appeal Advertising Print Ads
- Bright colourful ads in women's magazines such as Cleo
TV Ads
- Advertising aimed at women aged between 18 and 35
- Played during dramas aimed at women
Sponsoring Events
- Fashion shows Print Ads
- Bright colourful ads in women's magazines such as Cleo
TV Ads
- For 16 to 25 year olds who drink cola, sporty, outgoing, lively , music-loving needing a refreshing,great tasting,sporty drink . Branding Bundaberg Brewed Drinks since 1995
'Brewed to be Better'
Yellow
Logo consistent since 1960 Maturity Core Product
- Nonalcoholic, sweet and fizzy beverage
Expected Product
-
Augmented Product
- Made from natural produce
Potential Product
- Introductory and Growth phase Core Product
- Nonalcoholic, sweet and fizzy beverage
Expected Product
- To be able to purchase it around the world
Augmented Product
- Lacks connection with Australian identity and lifestyle
Does not strongly emphasize their Australian roots
58% of Australian made goods are purchased because of their country of origin
A sponsorship deal with a major team or sporting code would highlight both of these factors
Positioning away from the big two American brands
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