Meet the Samsung Tocco, Samsung’s first touch screen 3G phone with a 5mp camera and multiple applications. Idea is to make a bus advert, located at bus stations where. Here the ad can be seen on a big poster and influence lots of traffic people. The bus advert will show the slim phone from two sides. They show the amazingly camera from two sides which attracts the consumer.
Further more applications are shown on the display let the consumer meet some features. Also the most important features are located at the top of de ad, letting the consumer know Samsung has put detail within these applications.
The target group is between 13-26 and young executives so the ad shows what this target group is most interested in (music, photo’s/camera and internet). The advert background is chosen to be white to let the phone come out. This appeals to the target group and gets them more interested.
Optional is to work this bus advertisement out, linked to music, photos and camera and web searching, and put these beneath each other. (55.000 euro’s).This can also be put in a TV commercial (150.000 euro’s). Also the bus advertisement can be made into a al round advertisement meaning it is seen on busses but also posters in the city and flyers across country (300.000 euro’s).
Product will be priced for £119.00 and within first 6 months deliver up to 0.5 million euro’s. As first it will reach its highest level on Christmas.
Indexation costs:
- 75.000,- working out bus advertisement
-350.000,- TV advert
300.000,- Al round advertisement
725.000,- total costs (without extra costs e.g. communication and equipment).
Marks and Spencer is a great warehouse in the UK. This warehouse provides different products which are focused on factors as clothing, household and technological trends.One of M&S best marketing campaigns was the Twiggy Campaign. It reached a large scale of people who got influenced by its ideals and product promotion. It contained media use on television, newspapers and magazines. The Twiggy Campaign contained proper clothing in great volume for a good price.
The reason of its big sales and influence into the UK was because of the marketing within it and the ideals that is showed, as it was a change into the market. Combined by M&S’s food factor which was used as an ideal and change into society and market. Due to the food factor, people became more relaxed about habits and changed their attitude and costumer behaviour. This meant a big change into the food market and their own campaign about clothing.
In 2005 Marks and Spencer came up with a fabulous campaign known as the “Twiggy Campaign”. This campaign filled the gap that was in the market, as they only saw this gap and showed that ideals and needs need to be stimulated within the campaign process of product and sales. The model they used, Leslie Horny (Twiggy) showed their new, trendy and fashionable products.
Media planning
To be competitive, the core was to make use of television, magazines and newspapers.M&S first campaign in 2005 was not the only plan in the history of M&S. After this campaign Marks and Spencer still made several times use of “Twiggy” in order to get the attention of consumers. These campaigns unfortunately do not have the impact as it had the first time though still have a lot of influence.Planning made M&S check which target group (teens and woman) had to be focused on. Furthermore they planned to combine their campaign by a food campaign which made more influence on the whole.
Marketing´s agency Sharp of M&S choose commercials on television and advertisements in newspapers and magazine reports because in those days these were the best known media uses to attract the attention of potential consumers.As their chances on the market were running low, almost crucial, M&S had to take immediate action. This immediate action had to be done very well in order to put properly on the market again, which to my opinion succeeded tremendously.
Designing the advertisements
Before the Twiggy campaign, M&S latest advertisement was a commercial with a naked lady running on a hill. This unfortunately was a gigantic fail for Sharp which had serious influence. In order to make a very good comeback, Sharp continued their research and find out what the consumers needed.
Because of their last campaign, I think this gives a lot more reason to focus on the design of the advertisement. At the Twiggy campaign, M&S made use of a rather old-fashioned lay out in the beginning and put more colours and life into the commercials and advertisements at the end.This was to show and let people realise that M&S changes costumer habits and so does the world too. Here, old fashioned living and habits needed to be combined with new fashionable clothing and trends in order to change the way people looked at themselves and were looked at. M&S wanted the people to realise they can change to their own ideals and that their ideals are worked out in the collection of different products e.g. clothing, technology and food that M&S offers.The design within these advertisements needed to focus on the younger females and woman, meaning the environment was needed to be adapted into the commercial for instance in order to relate this to places and situations where this target group is to find.
Producing the advertisements
To workout this creativity and ideas, procedures need to be taken. By producing this advertisement, marketing´s agency Sharp made use of media like commercials on television and advertisements in newspapers and magazines. This was all to get customer attention in order to make a comeback and fill that gap in the market of ideals and behaviour. Strong points were the light and situation effects, the colourful products and Twiggy self, who became an example for many people. This investment took a lot of money though was needed in order to make a great comeback, and they did!
"Stuart Rose and the management team had to go to private and institutional investors as well as convince the public of M&S's worth. The idea is that it isn't ours, it isn't Philip Green's, it's yours, and let's return it to its best."
The idea was to focus on reinstilling M&S's core historical attributes of quality, service and value.
Twiggy was chosen as one of the faces for its womenswear campaign - a perfect metaphor for a stylish national treasure making a spectacular comeback.
This article showed that Sharp had a clear thought about the Twiggy campaign. Sharp lined underlined three ideals to put into the campaign:
-The idea that the target group self owns the clothing, not M&S.
-Put historical quality, service and value within .
-Comeback related to womanswear.
Help in identifying the target audience
A important factor of the campaign was to indentify which target group chosen. This depends on decisions by the need or direct choice to use that kind of target group. The target group within the Twiggy campaign consisted of young woman. In order to show the change (what the campaign was about) and the ideals, Sharp choose to show Twiggy, an older woman as the target group.
Though because of the clothing and ideals, Twiggy showed that also older woman can look good in fashionable, trendy and colourful clothes. This idea filled the gap that was there between teenagers and young woman. It combined their ideals and care and made people realise they can make a change into their living and looks by buying M&S products and new product lines.
Providing public relations activity
Covering press releases and news articles, M&S made own articles within magazines and newspapers which showed the products and their whole campaign. As M&S launched these, other newspapers and magazines wanted to write something about this of course. This gave M&S good promotion within the marketing in order to reach even more consumers.
For Sharp, an important factor within these articles was to get M&S a good name. This was done for example by interviewing the inventor of the campaign, Lesley Hornby. This was the real model and his name was popularized by this with influence on the whole marketing campaign and M&S products. People now began to recognize M&S as a super brand which made great effort.
Promotion went on over the years as also Twiggy was used more several times for advertisements of M&S. Not only M&S increased their sales, also the other newspapers etc. Now had a topic which was the trend and needed to be written about.
C&A
C&A is just like Marks and Spencer a well known brand and warehouse in clothing. They are well known around Europe and consist of nowadays more than 1000 shops.Only 110 are based in Holland. The clothing is mend for all ages and is focused on every occasion for a low price. Together with Jan Smit, they make campaigns that focuses on Holland and bring out their products to reveal certain ideals.
These ideals, same as M&S, are combined by living and behavior. C&A also wanted to make that change in Holland, by making clothes that with everyone and sell clothing for every occasion. Just like Twiggy self was used as a model for M&S, Jan Smit is used in C&A. This is very handy as people have seen hem grew up through the years of his carrier.
National
Though it is offered on a national basis. The market potential of this campaign is considered only on Holland, meaning their campaigns are only focused on Holland. C&A collaborated with Jan-Smit and set up Jan Smit his own line called J-Style. This line got under the attention by C&A’s marketing agency that targeted at younger people with interest in the Dutch culture. As Jan Smit was an idol, they wanted to create them as an icon for C&A.
Digital
C&A’s marketing agency make use of TV commercials with Jan Smit in it. This shows the celebrity of Jan Smit who wears C&A’s clothing within the section; J-Style. By using satellite television, C&A can reach a lot more people, though Jan Smit advertisements are rather considered and used on national basis(Holland). This is because it is targeted as fashion icon of C&A for Holland only.
www
Furthermore Jan Smit his cooperation is also seen on digital basis e.g. Youtube, reviews and articles on blogs. Here, information about J-style can be easily updated which is very useful for C&A and Jan Smit.
The Samsung Tocco is a sleek compact device that looks great with chrome accents and a gloss black finish.This stunning little device comes equipped with the best of mobile phone technology from a 5Mpx camera with auto focus and image stabiliser to 3G abilities.
Keep information at your finger tips and experience high speed internet on your Samsung F480 mobile phone where ever and at anytime. A true advantage to any anyone looking to keep on top of their game.The Samsung F480 Tocco comes with an incredible 5Mpx camera. This combined with a large 2.8 inch screen gives you the most incredible viewing ability for all your precious photos and videos.
Not only is this camera 5Mpx but it also comes with auto focus and image stabilizer for crystal clear photos.Bluetooth brings another dimension to the Samsung F480 Tocco mobile phone allowing the user more freedom. Weather you wish to transfer files, use a hands free Bluetooth headset or connect to your PC, you will find it easy with trendy little device.
The activity starts on the 11th NovemberThe product is available in all Orange stores and on the internet and retails at £119.00
Marks and Spencer is a great warehouse in the UK. This warehouse provides different products which are focused on factors as clothing, household and technological trends.One of M&S best marketing campaigns was the Twiggy Campaign. It reached a large scale of people who got influenced by its ideals and product promotion. It contained media use on television, newspapers and magazines. The Twiggy Campaign contained proper clothing in great volume for a good price.
The reason of its big sales and influence into the UK was because of the marketing within it and the ideals that is showed, as it was a change into the market. Combined by M&S’s food factor which was used as an ideal and change into society and market. Due to the food factor, people became more relaxed about habits and changed their attitude and costumer behaviour. This meant a big change into the food market and their own campaign about clothing.
In 2005 Marks and Spencer came up with a fabulous campaign known as the “Twiggy Campaign”. This campaign filled the gap that was in the market, as they only saw this gap and showed that ideals and needs need to be stimulated within the campaign process of product and sales. The model they used, Leslie Horny (Twiggy) showed their new, trendy and fashionable products.
Media planning
To be competitive, the core was to make use of television, magazines and newspapers.M&S first campaign in 2005 was not the only plan in the history of M&S. After this campaign Marks and Spencer still made several times use of “Twiggy” in order to get the attention of consumers. These campaigns unfortunately do not have the impact as it had the first time though still have a lot of influence.Planning made M&S check which target group (teens and woman) had to be focused on. They planned to combine their campaign by a food campaign which made more influence on the whole.
M&S choose commercials on television and advertisements in newspapers and magazine reports because in those days these were the best known media uses to attract the attention of potential consumers.As their chances on the market were running low, almost crucial, M&S had to take immediate action. This immediate action had to be done very well in order to put properly on the market again, which to my opinion succeeded tremendously.
Designing the advertisements
Before the Twiggy campaign, M&S latest advertisement was a commercial with a naked lady running on a hill. This unfortunately was a gigantic fail which had serious influence. In order to make a very good comeback, M&S had to do good research and find out what the consumers needed.
Because of their last campaign, I think this gives a lot more reason to focus on the design of the advertisement. At the Twiggy campaign, M&S made use of a rather old-fashioned lay out in the beginning and put more colours and life into the commercials and advertisements at the end. This was to show and let people realise that M&S changes costumer habits and so does the world too. Here, old fashioned living and habits needed to be combined with new fashionable clothing and trends in order to change the way people looked at themselves and were looked at. M&S wanted the people to realise they can change to their own ideals and that their ideals are worked out in the collection of different products e.g. clothing, technology and food that M&S offers.The design within these advertisements needed to focus on the younger females and woman, meaning the environment was needed to be adapted into the commercial for instance in order to relate this to places and situations where this target group is to find.
Producing the advertisements
To workout this creativity and ideas, procedures need to be taken. By producing this advertisement, M&S made use of media like commercials on television and advertisements in newspapers and magazines. This was all to get customer attention in order to make a comeback and fill that gap in the market of ideals and behaviour. Strong points were the light and situation effects, the colourful products and Twiggy self, who became an example for many people. This investment took a lot of money though was needed in order to make a great comeback, and they did!
Help in identifying the target audience
A important factor of the campaign was to indentify which target group chosen. This depends on decisions by the need or direct choice to use that kind of target group. The target group within the Twiggy campaign consisted of young woman. In order to show the change (what the campaign was about) and the ideals, M&S choose to show Twiggy, an older woman as the target group.
Though because of the clothing and ideals, Twiggy showed that also older woman can look good in fashionable, trendy and colourful clothes. This idea filled the gap that was there between teenagers and young woman. It combined their ideals and care and made people realise they can make a change into their living and looks by buying M&S products and new product lines.
Providing public relations activity
Covering press releases and news articles, M&S made own articles within magazines and newspapers which showed the products and their whole campaign. As M&S launched these, other newspapers and magazines wanted to write something about this of course. This gave M&S good promotion within the marketing in order to reach even more consumers.
For M&S, an important factor within these articles was to get M&S a good name. This was done for example by interviewing the inventor of the campaign, Lesley Hornby. This was the real model and his name was popularized by this with influence on the whole marketing campaign and M&S products. People now began to recognize M&S as a super brand which made great effort.
Promotion went on over the years as also Twiggy was used more several times for advertisements of M&S. Not only M&S increased their sales, also the other newspapers etc. Now had a topic which was the trend and needed to be written about.
C&A
C&A is just like Marks and Spencer a well known brand and warehouse in clothing. They are well known around Europe and consist of nowadays more than 1000 shops.Only 110 are based in Holland. The clothing is mend for all ages and is focused on every occasion for a low price. Together with Jan Smit, they make campaigns that focuses on Holland and bring out their products to reveal certain ideals. These ideals, same as M&S, are combined by living and behavior. C&A also wanted to make that change in Holland, by making clothes that with everyone and sell clothing for every occasion. Just like Twiggy self was used as a model for M&S, Jan Smit is used in C&A. This is very handy as people have seen hem grew up through the years of his carrier.
National
Though it is offered on a national basis. The market potential of this campaign is considered only on Holland, meaning their campaigns are only focused on Holland.
Nivea Visage Young, a product range which offers more than just a healthy skin. The healthy skin and care indeed gives full trust to the consumers. Though beside their efficiency óf the product, the product also offers more within.
Product
“A fast, simple and easy to use skincare regime specifically designed, packaged and priced for the teenager. Its gentle formulations with pure ocean minerals prevent impurities and control shine - leaving skin clear, shine-free and pleasantly fresh. • NIVEA Visage Young is the latest edition to the NIVEA range.
Many skin care products aimed at teenage skin are medicated, and often harsh and drying, NIVEA Visage Young offers a mild, yet effective, alternative.”
Availability:
Supermarkets, Priceline, Myer, Target, Kmart, Big W and selected pharmacies.
This actually gives a clear view about their ideas and thought of how this line would fulfill consumer needs, and lead to a good market share. The range of products are offered to control the needs of the consumer. As you also can see, Nivea offers a splendid marketing mix. The four basic needs of the consumer have been Nivea’s focus and research grounds.
Outlining and combining the four P’s will definitely show the efficiency and liability of the product to my opinion and give a clearance that especially Product and Promotion, are the higher P’s within Nivea Visage Young.
This line of Nivea offers a variable range of products. It covers all needs on the human body which all give benefits to a particular place or spot. By this development within this line, and also on human body, a lot of testing and market trials are researched. What Nivea did was focusing on the consumer needs to the fullest, meaning they looked which target group was not focused on yet and still had a large efficiency. They found the big gap/niche and launched Nivea Visage Young.
Young people were the new target group, with lots of needs so variation was required. Nivea has made different variations within and focused more on quality instead of quantity. Beiersdorf, who owns Nivea, was first a parental brand, focused on parents who skins began to get wrinkles and scrubby. By coming up with Nivea Visage Young, this turned over into young people between the age of teenagers and
younger ladies.
As seen on this video, Nivea uses student aged and parental aged ladies to make their target group wide. This has a purpose. The more younger teens are attracted to the product because of the performance of the product itself and the changes and effects which even influence more older people. The more older people are attracted to the product because of these great influence on themselves and want to look younger again without wrinkles or scrubby body.
The target group lies between the teenagers and beginning adults, especially 13-19 and Nivea Visage Young is a special product range here for. The range of products is based on quality, look, special formula for age and targeted to this target group. These are all improvements of the products of Nivea which helps to obtain the most consumers as possible. Furthermore, Nivea made more purposes to increase and stimulate the nature and our environment. This is done by:
·Larger packages to decrease garbage and waste
·New and freshly looking design incl. Description and layout
·More natural formula
·Recycle options (plastic)
Nivea contains several lines of products. One line of these are the Nivea Visage Young. These products are brought on the market because of the younger types who care about their skin. In order to be creative and new, Nivea had to be motivated. The product line has made it through product testing and market trials e.g. blogs which shows that the product differs from other lines of brands and where is spoken about the upcoming line.
Competitors were not focused with a full line on this target group and were more focused on skin health. Though Nivea Visage Young brought a products on the market which not only healthy woman’s skin, but also beautify it and focus on the younger target group. At made a connection between teens and more elder people which was for years a gap in the market. This leak has been successfully solved by Nivea Visage Young.
Price
Nivea put up a good solid price which covers costs of product and gives good profit. This is possible because of the needs within the target group. The price not only covers, but effects the idea of being new, of high quality and great stability. By these needs, features, variations of development and testing periods, Nivea is able to keep quality above quantity.
Though Because of focusing on product, price will have effort also. The product makes the price, but the price also makes the product. Nivea made the product fit the price because of the quality and promotion, and the price shows that it must be a original product with good quality and believable, to have this amount. This price has influence on the product and the product on the price.
They used promotional adds like a new looking product with new ingredients, based on nature and targeted on younger people. The quality of promotion lies within the price. The Young Visage line makes use of different promotional strategies. Nivea choose and targeted at an price skimming strategy to obtain high prices and even good sales because there was no real competition. This leaded to a good market share.
When Nivea first set up Nivea Visage and Nivea Visage Young, some developments had to be changed in order to full fill consumer needs. After this second development the prices were a little bit higher. This views the development of the product which brought more costs but more effort to the product and its product market potential and liability.
Place
As their effective strategy had their purposes the place also did his huge part to Nivea Visage Young. The product is based on their target group which is mostly teenagers around the age of 13-19.
This particular target group has their own needs, so Nivea now offers their Nivea Visage Young line in supermarkets, pharmacies, special occasions with testing models and free samples, internet web shops and shops e.g. gift shops,
According to the other lines of Nivea, the parents were used to buy the products, even mostly especially for themselves because they were targeted at elder people , The launch of Nivea Visage gives ability and targets to let the elder en teenagers self buy the products. Research showed that these teenagers have a lot of influence on each other and also on their parents. And to my opinion, teenagers are likely to shop a lot, so will stop by for products as the Visage Young while thinking about beautifying themselves.
Promotion
Nivea is one of the world's leading personal care and styling brands and plays a key part in the Beiersdorf Group brand portfolio. Through the partnership with the Eurovision Song Contest NIVEA VISAGE has been granted extensive event association, media and new media rights. The key campaigns of the sponsorship will be around the NIVEA VISAGE YOUNG line brand, with territorial focus on Russia and Eastern Europe.
Official event of Eurovision Song Contest definitely cooperated to the idea of promotion. This partnership on such an event uses Nivea to not only cover costs but help promote Nivea’s line. The brand and line name will be recognized immediately because of the enormous amount of media. After all, media actually is THE biggest part of promotion. With such an campaign, Nivea choose to invest money in order to get familiar and attracted which will increase their market share.
Promotional activities of Nivea are events but also media and social networking and connecting with people and consumers. Examples are Facebook, Hyves, LinkedIn, Youtube, press releases, magazines etc. Within these media, consumers can share their opinions and interest in the production line. The opinions of other businesses can also have influence and this is also called branding and B2B and B2C promotions. Because of this I think Nivea self can note whether they are doing good on the consumer needs and their satisfaction or not.
Conclusion
Launching a fresh and new product line has to do with a lot of things. The most important focuses are the promotional and product P’s of the marketing mix. Also the way how Nivea used their strategy, and combined each P with each other in order to satisfy costumers has a big influence on their market share. Nivea has done very well doing proper research with result that a big gap was filled.
Thankyou reading my blog and feel free to post a comment!
Niels Dekker International Business Studies ROC Midden Nederland
Air Management uses a lot of advertisement for their work. Jamie Cullum is one of them who makes own music. He is supported, managed and advertised by Air Management. Air Management uses a lot of media and social networking e.g. the internet. Social networks as Facebook, MySpace, own sites with information and profiles are some examples. By use of internet and media, a bigger network will be influenced. By keeping these sites and profiles up-to-date, people will get more interested which is also a form of marketing. Within this, Air Management sends information to those your sometimes subscribed on this like Air Managements newsletter where all latest info and events are put in. The publicity effects other sites and fanswhich will create more room for Jamie Cullums audiences but also investment in public relations. These public relations sometimes guarantee more work and performances for Jamie.
“Marc was responsible for launching Jamie Cullum from an unknown talent with huge potential to a Grammy nominated superstar who has now sold over four million albums.”
This work and these performances will also have effect on costs posts. Here for Air
Management makes use of some sponsors for Jamie who can also benefit from the publicity. These businesses can provide from being a sponsor of Jamie Cullum for the publicity though need to sponsor him for this. This sometimes lead to a partnershipor head sponsor. These sponsors and Air Management self can promote themselves in Jamie Cullum by making good publicity, do good advertisement and make proper public relations.
Air Management uses sales promotions into events of Jamie Cullum by e.g. randomly picking people from the radio who get surprised with a ticket. Furthermore stunting with prices such as his albums or dealing with social agreements between Air Management and other businesses whether they might be a good help. These social agreements give advice and help, and can lead to a good partnership or sponsorship.
By this, both provide and the other business then offer sometimes good discounts. But events like audiences/stage performances are not the only factors. Air Management also contributes to commercials, other events to flyer there andJamie Cullum can be invited for a radio station where he can be interviewed. This can lead to a lot of publicity and interest for potential people. Radio stations and businesses for events and performances are examples of actions that are there to promote Jamie Cullum and get more fans. Air Management does not only do this for Jamie Cullum but for a lot of others, also upcoming artists. They can be interviewed and drop their demo.
Skoda Octavia
The Skoda Octavia is a car with variable options. It is designed to be not only a family car, but also have a sportive and business look. Skoda wants to set the Octavia good on the market and this is done by their commercials, executive information and contacts. They advertise on by sites and TV commercials where the price is smoothly brought under cover of interesting information. As Skoda, they are a car company who have a lot of competitors. Competition is hard so there is always a lot of money invested in advertising. By use of flyers, brochures, magazines, newspapers and only information they try to get influence a lot of potential buyers. Skoda self uses also other advertisement options like widgets and wallpapers, because a lot of business and consumers work with internet and the computer so this makes a good influence for publicity. By doing this the Skoda Octavia will gainpublicity as well which is mainly imported because of the big competition. Skoda here does not only needs these forms of advertisement, but also public relations who are a other department/factor of advertisement. These relations will also quicker take a newsletter of Skoda with the latest informationsuch as the Octavia which may offer the right requirements.
By having good connections as Skoda, they can influence many businesses and consumers who seek for a business looking though sportive car. Skoda as a business sponsors self for other businesses and events. An example is the Tour The France. Here the Skoda Octavia can perform and show itself by banners and also flyering on this contest. To a head sponsor, Skoda can make much publicity and benefit from this event. They can have a show model their and tags upon the Skoda Octavia and the racing group. The Skoda Octavia shows that they have a lot of space and are up to date in the future by using green combilines which is good for mother earth. This is handy because a lot of businesses and consumers have interest in the well known Tour The France.
Skoda also uses special discounts and offers for the Octavia to compete and make interest in the potential buyers. This can be a special discount or a price questionnaire where you can win a car. A special offer is mostly e.g. a free navigation system or deluxe audio system within the car. These offers and discounts are based on promotion and advertisement.
The marketing aspects are here to gain as much as influence and publicity as possible. Skoda also invests in the Octavia by using show models on yearly events and special car meetings where consumers and businesses can take a look which car is most suitable.
