...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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...Integrating Digital Marketing with Traditional Marketing Despite the vast changes in the marketing industry over the past twenty years and with online marketing being largely the dominating force, many basic marketing tactics still remain relevant today. One of them is traditional marketing. This method is very old school no doubt but very practical and very eminent. Before the era of internet, traditional marketing used to be the most effective with a very huge success rate. The methods of traditional marketing such as print advertisements like newsletters, billboards, flyers and newspaper or magazine print ads and also television spots or commercials, and radio advertising, are still incorporated and still very much present in this hi-tech era. There have been an ongoing battle over these years between marketers and advertisers about which type of marketing is more effective and useful given that digital marketing is all the rage and have somehow successfully dominated the marketing industry. Though many marketers agree on digital marketing and have proven huge success rate in their campaigns and advertisements, there are still few businesses that follows the traditional method marketing. Though this debate will still be prevalent for a long time as to which method of marketing offers greater value and benefit, the optimal choice would be to find a way how these two channels can work together and how marketers can leverage the best both channels have to offer. Basically,...
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...CHAPTER 1: DIGITAL MARKETING 1. What is Digital Marketing? Digital Marketing is the new age form of marketing in which companies or brands use modern digital mediums like that of the internet. At its core, digital marketing centres around the extremely powerful medium of the internet. The internet can be used to “push” a message to someone like email, RSS etc as well as to “pull” content serving a banner ad & Pay Per Click search terms. Digital Marketing as a term has been around for too long but suffers from the lack of a clear & lucid definition. It does not include more traditional forms of marketing such as radio, TV, billboard & print because they are not real time & do not offer instant feedback. Thus the definition of Digital Marketing would be: Digital Marketing is the technique of promoting products & services using database-driven online distribution channels to reach consumers in a relevant, personal & cost-effective manner. Digital Marketing includes: 1.1 Online Marketing • Website Optimisation • Search Engine Marketing (SEM) • Video Search Engine Optimisation (VSEM) • Social Media Optimisation (SMO) • Blogs & Forums • Online Display Advertising • Email Marketing 1.2 Mobile Marketing • Messaging (SMS & MMS) • Mobile Internet • Mobile Apps • App Advertising 1.3 eMedia Marketing • Video, Audio & Content delivered via electronic devices • Digital Billboards Digital Marketing can be implemented in two ways: Push digital marketing & Pull digital marketing...
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... Problem statement Mekanism began as a small production shop that ad agencies hired to create digital media content for their clients. Over time, Mekanism evolved into a creative production company with expertise in making content go viral. Between the years of 2008 and 2010, using its storytelling creative approach coupled with a multifaceted social-media distribution system, Mekanism proved to be successful in many viral campaigns. With consumers’ ability to skip ads and the changing media landscape, more-and-more clients seemed willing to take a chance with viral advertising. Viral marketing was initially sought out by small advertisers, because of its promise to reach millions of consumers quickly and cheaply. After seeing the success of viral marketing, major advertisers began to use this promotional tool. As Mekanism began taking in business from big-name brands like Pepsi, Nike, and Microsoft, the company started to flourish, experiencing 32% year-over-year average growth from 2007 to 2010. Yet in 2010, the firm only grew 10% in billings with fewer new clients signing on with the company. This lack of potential growth made it apparent that Mekanism needed change. In order to sustain the growth of their company and fend off competition, upper management needs to define their next step. Should they stay with what is working, and mainly focus on viral marketing, or should they embrace other traditional content and media, effectively becoming a full service-advertising...
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...Introduction International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of...
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...Marketrix Round 2 Short films, online THE CONSUMER ON THE INTERNET India is emerging as a strong economy and has become a prominent player in the domain of business, entertainment, social groups, etc. The rise of the Internet usage has helped India explore new frontiers to support the growth in various sectors. The number of the unique individuals in India who have used the Internet at any point in the past has crossed the landmark 100 million mark in September (I-cube 2011 Report). Out of the 112 million users, the urban population dominates the usage at 88 million, whereas the 24 million users constitute the rural population. Another notable fact has been that 90 million users are active Internet users, which means that they have used the Internet at least once every month over the previous year. The youth have dominated the scene in terms of the Internet usage pattern with about 75% of the Internet population majorly driven by school children (21%), college students (27%) and young men (27%). The increasing usage of this segment has been propelled by the advancement of e-learning services, social networking sites and other online educational examinations. India has shown tremendous growth rate over the years due to the arrival of networking sites, emails, ecommerce etc. According to a report by the International and The Internet and Mobile Association of India, an average Indian Internet user spends about 3.5 hours a week. Also, the activity on social networking sites...
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...A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce. The real-time conversations brands have with people as they interact with websites and mobile apps has changed the nature of marketing. The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics. The two areas do not always sit easily together. Getting creative marketers to work alongside technical staff can be a huge challenge. To explore these issues, the Guardian, in association with software firm Adobe, invited a panel of five top marketers and digital chiefs to discuss the matter before an audience of about 50 marketing and digital professionals. The question they addressed was: “What does the merging of technology and marketing mean for marketers?” The panel examined the challenges of bringing together these two distinct worlds. Marketing is concerned with understanding people’s motivations and using these insights to create campaigns that promote brands and encourage people to buy their products. It is a creative and often intuitive process. The technology used to achieve this, however, requires skills in mathematics...
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...Since there are so many goods and services available, organizations must use convincing approaches in their advertisements to increase the chances that ad budgets will have a positive return. There should be a specific communication task and achievement level to be accomplished with a specific audience in a specific period of time which is called an advertising objective or goal (Kotler et al., 2008). This paper is written to compare and contrast a product offered by Marriott International Incorporated through the advertising platforms of traditional, tradigital, or digital. It will also recommend the advertising type that is most effective and offer an investigation into the return on investment (ROI). Advertising media platforms can be categorized into three different types: traditional, tradigital, and digital. Traditional advertising is what most people think of when talking about advertising or marketing and includes the “usual” venues for media placement, such as newspaper, radio, broadcast television, cable television, or outdoor billboards (“Types of Advertising,” n.d.). Traditional advertising medias are deep-rooted, easy to find and place, and very quantifiable in terms viewership through subscriptions and audience market shares. However, it is expensive, especially in larger markets, and often more regulated while meeting the norms and standards of the media in which it is placed (“Types of Advertising,” n.d.). Traditional media has a proven track record and...
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...Channel White Paper Online viral marketing: the strategic synthesis in peer-to-peer brand marketing By Justin Kirby, managing director www.dmc.co.uk online@dmc.co.uk If you’re selling the next iPod™ or another product that has an inherent wow factor, you can stop reading now. But if your brand, service or product is not so one-in-a-million, read on – you can still generate massive peerto-peer endorsement © 2004 Digital Media Communications Ltd (DMC). All rights reserved. All trademarks and registered trademarks acknowledged. Not to be reproduced in whole or in part without the express written permission of Digital Media Communications Ltd Brand Channel White Paper, July 2004: Online viral marketing, the strategic synthesis in peer-to-peer brand marketing 2/5 Ever since marketers acknowledged that there’s too much advertising (so people have learned to tune it out), and too many media channels (which makes it harder for advertisers to reach their now-fragmented audiences), they’ve been looking for alternative ways to get consumers to buy into their brand and buy their products. Most of the solutions being explored try to re-engage and interact with consumers in an old-style, ‘top-down’ approach, whereby Above-The-Line (ATL) mainstream media activities focusing on the brand are driving the communication. [Figure 1.] Yet one of the most credible solutions to the ‘much advertising no longer works’ problem is word-of-mouth marketing, whose raison d’être is encapsulated...
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...“Business Development through Digital Marketing Campaign” Task One: Marketing Audit 1. 1) Identify the current and future challenges for the chosen organisation 2) For this evaluate in detail both external and internal environments from relevant information of a range of range of sources and analysis using appropriate marketing audit tools, frameworks, models for SWOT 2. Rationale for the choice of Digital Marketing Campaign with an evidence base for the development of the marketing plan Task Two: Marketing Plan To respond to a competitor’s digital marketing campaign to aid business development 1. Summary of the main findings (key issues) of the marketing audit (by highlighting) • the organizational situation through marketing audit as an evidence base for marketing plan 2. Details of marketing plan 1. Specific timescale 2. All necessary components of marketing plan 3. Competitor Analysis (Operational and Strategic elements of competitor’s digital marketing campaign 4. Availability of the organisation’s skills and resources 5. How to deploy the organisation’s skills and resources to achieve the desired outcome Task Three: Evaluation Report (Primary/Secondary data with reference) How the marketing planning process can respond to a competitor’s digital marketing campaign 1. Explanation and assessment of the way in which the marketing planning process can benefit...
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...DIGITAL MARKETING PLAN – OLA AUTOS DIGITAL MARKETING PLAN – OLA AUTOS Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 Done by: Ayush Srivastava - 32 Manjula Puranik - 77 Tanika Naik - 160 INTRODUCTION The internet and ascents in digitization and social networking have transformed how companies reach out and connect to their clients and partners. Digital marketing has proved to be a commanding enabler and radical of business models. We see its consumption going beyond the normal boundaries of geography and time. Flourishing evidence points that a persistent digital presence, based on a sound understanding of the eccentricities of the digital landscape, transforms into major business value. For our Digital marketing plan we have selected Ola Auto services as it is a new service with little digital marketing if any done as of now. Our digital marketing plan for the same is as given below. Target Audience Keeping the product in mind, the plan aims to target the masses, hence we will be having multiple targets, with varying priorities which are as follows: * Young College Going Students – Priority 1 * Profile: 18-25 yrs, budget constraints, irregularity in buying patterns, maximum consumption on weekends * Requirements: Availability in the evenings, especially on weekends, last minute bookings, short distance travel * Expectations: Cheap fares, Quick and hassle free service, gps for unknown locations, music...
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...Digital Marketing As discussed in your chosen case study, outline the main strengths and limitations of the case’s digital marketing strategy. In the Unilever case study, the company decided to distribute samples of a new cereal bar, the Marmite, to drive awareness of the new product by increasing connections to the brand’s Facebook page by a Facebook sampling ads campaign. The activity on Facebook was part of an integrated campaign that included print media to raise awareness as well as additional sampling initiatives through digital transvision screens and escalator panels. The ad’s headline was “Free Marmite Cereal Bar”. Strengths One of the reasons why the campaign was so successful was the user-friendly set-up: Once users clicked on the call-to-action button in the ad, they were given the unique opportunity to fill out their shipping address within the ad, providing them with a quick and easy way to request a sample without leaving their newsfeed. It is less time consuming as one does not have to go to the store to buy the sample but just order it through Facebook. This also makes it convenient for the customer and therefore the probability of satisfaction towards the brand increases. Another success factor was Unilever’s use of Facebook Targeting to target its ads to mums and adults 16 to 44 years old. Targeting on Facebook allows the most likely customers to be reached based on information they list in their profiles. Unilever delivered 33,000 samples...
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...CASE STUDY Samsung Creates Sparks with Unique Digital Direct Marketing Ë “We’ve been using eCircle for the past four years and have been consistently happy with them. They provide a very sophisticated email system which allows us to customise our emails to provide a much higher degree of targeting than previously possible.” (Nick Turner-Samuels, Online Marketing Manager, Samsung Mobile UK) Email Marketing Software Email List Rental HIGHLIGHTS CHALLENGE: • To improve email deliverability • To increase brand awareness and loyalty • To generate new leads and sales SOLUTION: • Help produce eye-catching unique email campaigns including an annual Easter Egg Hunt • Send out videomail campaigns in conjunction with latest movie releases to specially selected emails from eCircle’s address stocks • Broadcast a regular email newsletter to Samsung subscribers using eC-messenger RESULT: • Easter egg campaign lead to huge jump in traffic to website and close Samsung community • Over 14million new page impressions • More targeted campaigns sent to different database segments to ensure best possible results Samsung Location: Industry: Website: Products: UK Telecommunication, Technology http://uk.samsungmobile.com Email Marketing Software, Email List Rental eCircle’s relationship with the electronics giant Samsung, one of the fastest growing global brands began over 4 years ago. Samsung initially chose to work with us due to our strong ISP relationships, having previously...
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...KEL533 MOHANBIR SAWHNEY It’s a New Day: Microsoft’s Office 2007 Launch Campaign In April 2007 Jordan Passon, advertising director for Microsoft Office, sat at her desk poring over a stack of marketing materials for the upcoming launch of Office 2007. She was both excited and concerned. Her excitement came from the fact that Office 2007 was the most significant update to the product in twelve years. At the same time, Passon was concerned because Office was a mature and widely-accepted product, and evidence suggested target customers felt little need to upgrade. Furthermore, the last Office product launch in 2003 had failed to meet expectations for creating the desire to upgrade. Passon turned her attention back to the materials with the knowledge that her team had little time to finalize the components of the campaign. Microsoft’s Office Business Office had been a major part of Microsoft’s business for nearly twenty years. By 2009, the vast majority of enterprises used some version of Microsoft Office, making it Microsoft’s largest product. 1989–2002: An Integration Revolution Microsoft Office, a set of interrelated desktop productivity applications, servers, and services, collectively referred to as a “suite,” was introduced by Microsoft in 1989 on Apple’s Macintosh operating system, with a version for Windows released in 1990. The first version of Office contained Microsoft Word, Microsoft Excel, and Microsoft PowerPoint. The “Pro” version of Office included...
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...DIGITAL & SOCIAL MEDIA MARKETING FINANCIAL TIMES SPECIAL REPORT | Wednesday March 7 2012 www.ft.com/digitalsocialmediamarketing2012 | twitter.com/ftreports Advertisers rush to master fresh set of skills There are great opportunities, says David Gelles, but companies are still largely feeling their way Inside this issue Cautionary tales David Gelles finds reasons to be careful when companies take advertising online Page 2 B2B Paul Taylor sees a chance for business to gain traction with customers Page 2 Ownership Ajay Makan looks at the wide variety of corporate responses Page 2 Viral campaigns April Dembosky looks behind the success of internet sensations Page 3 Marketing budgets Tim Bradshaw says campaigns via social media are still often unpredictable Page 3 A life in the day David Gelles follows the chief marketing officer of Gannett Page 3 Advertising Predictions of the display ad’s demise are premature, writes Jane Bird Page 3 Mobile Tim Bradshaw explains why the promised land is not quite with us Page 4 On FT.com April Dembovsky explains everything you need to know about Pinterest O nly a few years ago digital marketers might have thought all was plain-sailing. After a decade of disruption wreaked by the emergence of the popular web, companies and advertising agencies had finally understood the intricacies of placing online display and search ads. Yet in the past few years, a new generation of technologies has come along to disrupt once again the way advertisers...
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