...Digital marketing campaign Strategy of Fanta Digital marketing campaign Strategy of Fanta FANTA Jags Team: John Devery, Andrew Ambat, Glenn Power, Shane Moloney Digital & Social Media Marketing and Sales Joe Wilde By Jags Team: John Devery, Andrew Ambat, Glenn Power, Shane Moloney Digital & Social Media Marketing and Sales Joe Wilde By TABLE OF content Introduction 2 History of Fanta 2 List of Main competitors 3 Fanta’s Branding Strategy 4 Case Studies 5 Less Serious 6 Fanta’s Digital Novel 8 #Fanta100 9 Tastes like Fanta 10 S.w.o.t Analysis 11 Justification of Fanta’s 12 strategy FANTA introduction In the following project Team Jag will demonstrate research and knowledge of Fanta’s branding and target demographics, we will identify Fanta’s market strategies and provide justification for them. History of fanta Fanta is a product of the Coca Cola Company. Fanta’s origins began in 1940’s Nazi Germany when the Coca Cola Company’s plant in Germany could no longer obtain the core ingredients in cola due to trade embargoes and other difficulties encountered during the war. After Coca Colas key operator in Germany died and with the Cola syrup no longer obtainable, it fell upon Max Keith the new head of Coca Cola Germany to create a new product from accessible ingredients to keep the plant running. The new product using whey and pomace became known as Fanta. Fanta was named in...
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...Defining Marketing In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly, the author provides three examples from the business world to support her explanation. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler ,& Keller, page 5, 2012). In 2008 AMA's definition of marketing was: “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” The author's definition of marketing after reading the learning material is that marketing is an ongoing communication exchange not only with costumers or buyers of products and services, but also look for receptors that need to buy specific ideas. Marketing includes diverse activities for businesses that help them to identify customers for their products and services. Marketing targets potential clienteles with advertising by creating in a way a new need for their products...
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...political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides the medium while the former defines the content. The communication function prescribes a dialogue with the exchange partners – a multidirectional flow of information . 5.News Management Function: This function is closely linked to communication function. But news management function is targeted to secondary exchange partners or intermediaries of which media...
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...Shane Wall Time Line: At 15 years old, he was running discos at his local village. At 20 years old he provided entertainment at weddings with his own DJ equipment. Later on he went into a different career working for BBC radio in technical administrations. He then went on to working for a creative communications agency called ‘Unique’, while still running disco parties on the side. In 1997 he set up a business with his friend running snowboarding holidays for party goers, they decided to name the business ‘Abundant Holidays’. In 1999 his friend left the business, which made Shane the owner of ‘Abundant Holidays’. In 2007 he was made redundant by ‘Unique’. Later he used the skills he gained at ‘Unique’ and BBC radio to set up his own communications business called ‘Abundant’. To this day ‘Abundant’ is a successful creative communications agency. About Shane Wall Shane Wall is a passionate entrepreneur, who currently manages the creative communications agency ‘Abundant’. Before Shane Wall got into the creative communications agency he had many previous jobs, for example: working as a DJ providing entertainment at weddings and working for BBC radio in technical administrations. Shane became an entrepreneur in the early stages of his career, when he set up a holiday business with one of his friends aimed at party goers. As a result of working in a variety of industries and businesses, he picked up a lot of useful qualities and skills to later benefit...
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...health media campaigns. Nevertheless, as public health more and more focuses on non-transmissible disease prevention, negative advertising could be more extensively used. This analysis takes into consideration, a descriptive case from tobacco control. Taking into account internal tobacco industry documents, surveys and tentative data and taking into consideration socio-political reasons, it is described tobacco industry and public health research on the American Legacy Foundation’s ‘‘truth’’ campaign, a key example of effective use of negative advertising in the service of public health. The tobacco industry described that the most effective advertisements run by Legacy Foundations “truth’’ campaign have been negative advertisements. Though the tobacco industry’s own study suggested that these negative ads acknowledged and effectively branded the cigarette as a harmful consumer product rather than focusing only on tobacco companies, some people accused Legacy of defaming it. Public health researchers have confirmed the effectiveness of the ‘‘truth’’ campaign in reducing smoking initiation. Research on political advocacy indicating the value of negative advertising has been only used rarely in the development of public health media campaigns, but negative advertising can easily communicate certain public health messages and assist to resist corporate disease promotion. Negative advertisements created by ‘‘truth’’ were one of the most notable features of the campaign. One advertisement...
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...CORPORATE COMMUNICATION PLAN FOR UNILIVER FOR THE YEAR JANUARY2011 – DECEMBER 2011 Introduction Uniliver is a manufacturer of consumer goods which are sold via retailers, and operates as an international business with a dual HQ in both the UK and Holland. This Corporate Communication Plan is a statement of its vision, strategic aims and priorities, an essential part of its policy and planning framework for the year January 2011 – December 2011. Its aim is to ensure that the day to day work focuses on priorities such as environmental and ethical issues and sustainability, products satisfaction through products innovation, but also to think about competing pressures and ways to increase revenues. I. Analysis Uniliver is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact...
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...countries; in India Skin lightening treatments are becoming increasingly popular. The Indian people perceive fairer complexion females to be more dominant and respected. Therefore skin-lightening treatments became a huge industry which was dominated by Fair & Lovely from Hindustan Lever Ltd (HLL). They were responsible for 90 percent of the market shares until CavinKare Ltd launched Fairever, which grew and gained 15 percent shares in the market. Wanting to regain their dominance in the market HLL decided to put out their new campaign ads which to the All India Women’s Democratic Association (AIWDA) basically conveyed the message that “if she is not fair in color, she won’t get married or wont get promoted.” This of course created a huge problem in India, which forced HLL to switch their campaign strategies and pay more respect to the women of India and their culture. 1. I think it is very clear to say that HLL was ethical in most of its campaign to sell its’ product. The country and culture has had a huge demand for skin lightening treatments for a long time; HLL has done nothing wrong but tried to give the people what they truly desire. Many women think that their skin tone will define them as a woman in society, therefore they are willing to seek any means to acquire what they believe is the perfect skin tone. HLL saw a great opportunity, took it and ran with it. Although the cream doesn’t actually change one’s complexion fully, it changes the facial color for a certain...
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...X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence has shown the electorate to show a greater interest in a more pessimistic tone of politics. This essay intends to address whether negative publicity in the form of attack advertising...
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...World Applied Sciences Journal 28 (11): 1481-1487, 2013 ISSN 1818-4952 © IDOSI Publications, 2013 DOI: 10.5829/idosi.wasj.2013.28.11.13813 The Neutrality of Sinar Harian Newspaper in Malaysian Politics Wan Rohila Ganti bt Wan Abdul Ghapar, Nurul Saadatun Nadiah Mohd Ngah and Ilyas Abdullah Faculty of Administrative Science and Public Policy Universiti Teknologi MARA (UiTM), 23000 Dungun, Terengganu, Malaysia Abstract: This article examines the neutrality of Sinar Harian, a Malay daily, which claims to be neutral and without favour, from 20 April 2013 to 5 May 2013, 15-day campaign period of Malaysia’s 2013 General Election. The 13th General Election was the most contentious of election in Malaysian politics. Sinar Harian attempts to present a balanced reporting, by giving spaces to both parties to present their ideas and defend their stand, rooms which are not available in other mainstreams newspapers. This study uses content analysis as a method of investigation. It is a technique of gathering and analyzing the content of text. The analyses cover these dimensions; news report and analyses, letters to the Editor, political advertisements and special guest columns. This study found 33% of articles favored BN, 36% covered PR, 24% of articles considered as neutral reports and 6% of articles reported the activities of independent candidates. Using Monti’s classification of biasedunbiased reports, Sinar Harian can be categorized as unbiased newspaper. Key words:...
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...the category, and the 5. Strategies of the brands whose communication plan you have selected. 6. Select the campaign of one brand and address the following issues: 1. What are the objectives of the respective communication plans / tools? What are the possible marketing objectives which you can infer for the campaign as a whole and its components? 2. Who in your opinion is the primary and secondary target audience? 3. Evaluate the message strategy and creative execution of competitors. 4. What are the strengths and weakness of competitors? 5. What value proposition should you communicate about your new product. 1. Develop the product that you are launching. 2. What are the product characteristics and the consumer benefits? 3. Who are your key competitors? What are they claiming through their web sites or any form of communications. 4. Study the tools carefully and understand broadly the market situation of the category, and the 5. Strategies of the brands whose communication plan you have selected. 6. Select the campaign of one brand and address the following issues: 1. What are the objectives of the respective communication plans / tools? What are the possible marketing objectives which you can infer for the campaign as a whole and its components? 2. Who in your opinion is the primary and secondary target audience? 3. Evaluate the message strategy and creative execution of competitors...
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...A "strategic extension campaign" (SEC) methodology developed by FAO has been introduced in Africa, the Near East, Asia and Latin America. This methodology emphasizes the importance of people's participation (i.e., intended beneficiaries such as fields extension workers and small farmers) in strategic planning, systematic management, and field implementation of agricultural extension and training programmes (see Fig. 2-4). Its extension strategies and messages are specifically developed and tailored based on the results of a participatory problem identification process on the causes or reasons of farmers' non-adoption, or inappropriate practices, of a given recommended agricultural technology or innovation. The SEC technology transfer and application approach is needs-based, demand-driven, and has a problem-solving orientation. The Strategic Extension Campaign (SEC) is not an alternative to the conventional extension programme or activity. SEC is, and should be, an integral part of the programmes of an agricultural extension service. The effectiveness and efficiency of such a service could be increased due to SEC's emphasis on its problem-solving orientation, participatory planning approach, intensive extension personnel training, multi-media materials development, and extension manage meet, monitoring and evaluation procedures. Its activities should be carried out by extension personnel and to support the Ministry of Agriculture's policies, strategies and priority programmes....
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...transition from that of a traditional product centric organization, to building a more personal based relationship in becoming more customer centiric. The team implemented additional ideas in putting forth the voice of the customer project in considering conducting tests of utilizing direct mail opt-in strategies. Many organizations have dismissed direct mail altogether as too expensive, too slow, too outdated or all of the above. Such opt-in information can be used effectively in expanding our VOC Channel mix if it is utilized correctly. (Roman, 2011). With the amount of data we will be collecting through the Walmart rewards program, we should be able to access a database full of leads in conducting research to compare the results from doing a combined direct mail and email campaign, a direct mail-only campaign, and an email-only campaign (Kopecky, 2013). Provided below is such an example and break down results of tests that can be calculated. With Walmart’s growth internationally this form of opt-in VOC research can be beneficial for focusing on strategic planning and relationship marketing in culturally diverse countries. When conducting such opt-in strategies, Walmart must be made aware of the...
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...McDonald's Marketing Strategy McDonald’s is the world’s largest fast-food restaurant chain. It has more than 30,000 restaurants in over 100 countries. Over one billion more customers were served in 2007 than in 2006. Although net income was down by $1.1 billion in 2007, McDonald’s sales were up 6.8%, and revenue was a record high of $23 billion. “The unique business relationship among the company, its franchisees and suppliers (collectively referred to as the System) has been key to McDonald’s success over the years. The business model enables McDonald’s to play an integral role in the communities we serve and consistently deliver relevant restaurant experiences to customers.” (McDonald's, 2008, 25). McDonald’s overall strategic plan is called Plan to Win. Their focus is not so much on being the biggest fast-food restaurant chain, rather it is more focused on being the best fast-food restaurant chain. McDonald’s “strategic alignment behind this plan has created better McDonald’s experiences through the execution of multiple initiatives surrounding the five factors of exceptional customer experiences – people, products, place, price and promotion” (McDonald's, 2008, 25). McDonald’s also incorporates geographical strategic plans. In the U.S., McDonald’s strategic plan continues to focus on breakfast, chicken, beverages and convenience. These are the core areas in the United States. McDonald’s has launched the Southern Style Chicken Biscuit for breakfast and the Southern Style...
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...the nomination campaign, the candidates target party leaders and interest groups. This is the time for the candidates to learn that a single phrase could end the campaign or guarantee a defeat. The media take much less notice of mistakes at this time than in the general election campaign. A danger not always heeded by candidates during the nomination campaign is that a candidate can move too far left or right and appear too extreme to the electorate. If a candidate tries too hard to appeal to the interests of party elites, they jeopardize their chances of winning the election. An example of this is the election of 1964 when Barry Goldwater went too far right and lost the presidential election. 2. After earning the party’s nomination, candidates embark on the general election campaign, or the phase of a political campaign aimed at winning election to office. Unlike the nomination campaign, where candidates must run against each other, during the general election campaign, candidates in partisan elections run against nominees from other political parties. All eligible voters, regardless of political party, have the opportunity to vote. For this reason, candidates are more likely to move their positions on political issues toward the ideological center. The length of the general election campaign varies from state to state. 3. Paid staff, political consultants, and volunteers work behind the scenes to support the candidate. Collectively, they plan strategy, conduct polls...
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...Financial Situation….10 Historical Results……………….11-13 Macroenvironment……………..14 SWOT……………………………..15 Objectives & Issues……………...16 Financial Objectives Marketing Objectives Critical Issues Marketing Strategy Target Markets…………………17-18 Positioning……………………...19 Marketing Mix………………….20 Marketing Research…………..21 Creative Strategy………………..22 Creative Brief Overall MC Strategy………….….23 PR Strategies & Tactics…..….…24-27 Schedule…………………………..28 Budget……………………………..29 Measurement & Evaluation…...30 Conclusion………………………..30 Works Cited………………………31-32 Executive Summary As an international brand, TOMS is looking to gain a strong foothold with new and existing customers by targeting men and women 18-24 years old, as well as 25-34 years old, specifically in the United States. Through this plan, TOMS will actively move forward to define a thriving market within which the brand can prosper. With extensive primary and secondary research, TOMS will accurately define and target challenges that they face. With this information, new objectives will be proposed for the TOMS brand that will define and reflect the market trends, which will in turn resonate with the target audience. TOMS will reach the target audience through various promotional and public relations strategies and tactics. With this campaign, TOMS hopes to speak to their audience and let them know… It's more than just buying a pair of shoes. It's a lifestyle. TOMS Shoes Strategic Plan | May 10, 2011 | Page 2 Situation Analysis ...
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