How third world countries can develop themselves in a globalized market? - publié le 03/01/2007

Résumé du document

The purpose of this assignment is to analyze two advertisements for brands within the same product category that project different images to the consumer. The information required to analyze the brands has been gathered from various sources such as books on consumer behavior, personal interest and vision and the internet. My report is presented in four consecutive parts: It will start with a comparison of the advertisements and the brands, continue by analyzing the techniques employed by the marketer to project those images. Then I will assess the positioning strategy of the brands and finally focus on the success of the adverts.

Extraits

[...] Television reaches very large audiences and it's not what the 2 brands were looking for. In term of message strategy, both companies have completely different message. Smirnoff is using a classic message showing their bottle of vodka. Absolut is very different. As we said before, they want to do many ads that sometimes don't say anything for peoples when looking, but at the end we will remember all these ads and will put a name on it, “Absolut vodka”. Message structure and presentation are very important. [...]

[...] When we think about vodka we think about something cold, frozen. But some peoples says that vodka refreshed and some over says that it fight against cold. Smirnoff ad shows the bottle of vodka in foreground and we can see the brand name on the bottle, contrary at Absolut that only show an imaginary bottle because consumers all knows the form of an Absolut bottle, also they have done hundreds of ad all signed with only the letters “ABSOLUT” so people immediately think at a vodka ad Analyze of the techniques employed by the marketer to project those images Adverts print in magazine or newspapers are one of the best ways to catch a lot of customers or consumers. [...]

[...] Some are primary needs, like physiological; they include the needs for food, water, air. They are needed to sustain biological life. Some are secondary needs, like social need, they include the needs to belong to a group. Drinking vodka isn't really a need but it can be use for our Social needs. Consumers are most likely to buy products that they believe to be in congruence with their personality. These ads clearly show that drinking vodka will send them in a travel where no one went before them. [...]

[...] Absolut propose on their website a lot of cocktails using Absolut for older peoples. Absolut focused on the bottle design, they launched their famous advertising campaign, using humour to reach out to their customers. They decided to target bars and restaurants and strongly focussed on the spots”. Absolut became quickly a hip vodka. The variety of ads catered to a defined interest group, like Absolut New York for city, Absolut Versace for fashion, Absolut Warhol for art. All these elements made Absolut as a leader in vodka sales. [...]

[...] Absolut is often perceived as one of the brand as the high quality of vodka, like Coca Cola for soda, Taitinger for champagne. The 2 agencies that made the ads for vodka would be interested in how their consumers learn about the products and their attributes as they would incorporate learning into their marketing strategies. Let's take the example of Pavlov that used dogs to show about learning. When the bell was ringing, Pavlov immediately applied a meat paste to the dogs' tongues, which caused them to salivate. [...]