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Date Submitted: 04/27/2014 06:10 AM
ADV101 Introduction to Advertising |
Analysis of Mother in the Australian Functional Beverage Market
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Individual Tutorial Report 1 |
Natasha Stacey (00036292T)7/7/2013
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Table of Contents
Executive Summary 2
Advertising Strategy 3
Target Market 3
Marketing Mix 3
Product 3
Place 3
Price 3
Promotion 3
Branding 4
Advertising Objective 4
Perception 4
Persuasion 4
Behaviour 4
Competition 4
Red Bull 4
V (Frucor Beverages) 5
Recommendation 5
References 6
Executive Summary
The purpose of this report is to analyse the advertising of Coca-Cola’s ‘Mother’ and their competitors in the functional beverage category in the Australian market. Research for this report included a review of recent news and journal articles and statistics of the Australian Beverage Market.
The major findings indicate that the consumer need for functional beverages in the Australian Beverage Market have increased over the past 10 years and the advertising strategy for these products cover a wide range of individuals.
While it is clear that Mother’s advertising strategy is effective, there is room for improvement. This report recommends expanding its target market to include woman and invite a more social feel to its campaigns.
Advertising Strategy
The advertising strategy refers to what the product or service is and how and where it will be positioned to the target market. The advertising strategy is the campaign developed by a business to draw in consumers. It includes the target market, marketing mix and branding for the product.
Target Market
Advertising: Principles and Practice suggests the target market is a particular group of consumers perceived to be ideal candidates or potential customers for a particular product or service. Mother energy drink is targeted at physically active men aged 18 to 29. Specifically, Mother aims to reach men who are potentially mischievous and have a desire to execute overwhelming tasks.
The sugar free variant and the naturally sourced...