Promotion
Clinique can basically be described as a leading manufacturer of a wide range of cosmetics and skincare products. Over time, the company has carried out extensive marketing campaigns which in most cases target specific market segments. In this text, I discuss an advert of one of Clinique’s products going by the same name. The product in this case is designed to renew the skin bringing about a brighter and more vibrant skin.
Clinique: Skin Renewer
It can be noted that when it comes to the communication of its benefits, Clinique has done a great job. On the advert, we have two bold writings inscribed alongside the product label clearly communicating the benefits users of the product are to derive from the utilization of the same. These writings include the bolder “total turnaround” followed by the equally visible “visible skin renewer.” By reading these two writings, any prospective buyer of the product immediately captures the benefits of using the cream. Further, the advert goes a long way to differentiate itself from the wide range of other products in the marketplace through the use of the words “total” and “visible.” By using these distinctive words, the product sets itself apart from competitors by way of proclaiming its effectiveness in comparison to other similar products whose benefits may not be as “visible” or whose turnaround may not be as “total.”
According to McDonald and Dunbar (2004), segmentation can be looked at as a process where the main aim is to group buyers on the basis of their exhibition of similar needs. The Clinique product in this case targets female buyers. As Englis (1994) notes, while male traits seem to be more inclined towards dominance and instrumentality, female traits are depicted by warmth and expressiveness. This effectively means that adverts tailored for women tend to be more detailed and laced with symbolism. In the advert under consideration, we have a furry little chick included. The chick is symbolic as it represents both good and young looks. It hence clicks with the main aim the advert seeks to communicate – renewal. Further, it can be noted that the advert is more appealing to women by virtue of the inclusion of a furry animal. Ladies are known to love furry things and hence the inclusion of the same in the advert is guaranteed to catch their attention. In my own opinion, the advert is well designed to appeal to its target market and it does not in any way contain aspects which could end up bringing about negative emotions.
It can be noted that it is possible to redesign the advert to give it a look that is more universal without in any way affecting its effectiveness in regard to its target segment. To be more effective across the board, there could be a need to change the background. Efforts should be undertaken to make the background more vibrant to appeal to the other gender. The advertisement should also capture causality i.e. In terms of favorable outcomes. Smith (2005) notes that causality has become common as a form of visual argument where the aim is to denote favorable outcomes in terms of social status etc. However, clarity should be maintained in the redesigned advertisement so as not to water down its effectiveness. As Koekemoer and Bird (2004) state, adverts that strive to be appealing to everybody are less effective in the final analysis.
Conclusion
In conclusion, it can be noted that advertisements in most cases seek to capitalize on the existing differences in regard to how different genders process presented information. In my opinion, this is an issue that should be kept in mind when redesigning the advert under consideration in this text.
MARKETING PLANNING www.innocentdrinksandfoods..uk pls make uts original… life. Part 1: Identify a selection competitors (minimum 3 competitors) criteria price, quality, brand, level advertising, product range Using strategic positioning tools PLC, BCG matrix perceptual mapping, identify competitive advantage organization Part 2: Identify marketing objectives Ansoff’s growth matrix Part 3: Identify a growth strategy Ansoff’s growth matrix propose a short-term marketing strategy (marketing mix recommendations) target market.
Marketing planning
Competition and competitive advantage
Based on the nature of the products sold, as well as the means of targeting the customers, Innocent faces severe competition from three distinctive players:
Orchard House Foods Limited
Premier Foods Plc. And Wellness Foods Limited (Hoovers, 2011).
The competition posed by each of these entities is important, but it must also be noticed that each firm is characterized by its own strengths and weaknesses. At the level of Innocent, these are best observed through the lenses of the BCG matrix. The chart below indicates the BCG for the company and its products:
Adapted from Daft and Vershina’s Management, 2010
As the chart above indicates, Innocent possesses products in all categories of the BCG matrix, meaning that it can compete on various market segments. But aside from this, it also means that the company is able to follow any competitive strategy it wishes, as it is supported by its wide array of consumer products. In other words, the wide array of products allows Innocent to select its future strategic moves based on the features considered of most interest to the company, rather than such a strategy being imposed on grounds of product details. Specifically, the competitive advantage is represented by the wide product selection, coupled with the adjacent benefits it generates.
Part 2: Marketing objectives
Innocent’s future marketing strategies are influenced by the growth strategy it would implement, which is best assessed through the lenses of the Ansoff growth matrix, revealed below:
Kumar, 2010
Innocent’s marketing strategy for the future is that of increasing its presence within the markets in which it already operates, but with the aid of new products. This is the result of the company’s commitment to innovation and it translates into the strategic choice for the product development growth strategy.
The strategic choice for new product development creates a context in which innocent would retail within the same markets in which it is already present, but it would do so using new items. These new items can be either improved versions of the older products, or they can be totally new items. In the setting of commitment to innovation, but also high quality standards, Innocent would be expected to increase its market presence through both improvements and new product creations. This opportunity is quite unique as it allows Innocence to reshape the market to its advantage (Bock, 2010).
Part 3: Target market and growth strategy
In the context in which the product development strategy was selected as a suitable course of action for the future of Innocent Ltd., it is now necessary to devise a short-term plan of how this strategy would be applied. At this level, emphasis is being placed on the increased market presence of Innocent smoothies. These represent the cash cows of the company and their success within the market is guaranteed.
The product would be further improved by supplementary packaging to make it easier to handle and transport, and to as such become more appealing and convenient to the buyers. The selection of flavors would also increase. The prices would remain unchanged and the promotions would focus on the health benefits and good taste of the smoothies. More emphasis would however be placed on distribution so that the smoothies are more easily accessible.
The market to which these products would be addressed include women in the above average income category, who can afford to provide a healthy and conscious nutrition to their families. These customers are the primary shoppers for their households and they make most grocery related purchases (Pooler and Pooler, 2003). They are targeted as such because they complete the purchase and influence consumption by the households.
References:
Bock, M., 2010, Governance risk management and financial product development in Islamic financial institutions, GRIN Verlag
Daft, K.M., Vershina, N.., 2010, Management, International edition, Cengage Learning EMEA
Kumar, D., 2010, Enterprise growth strategy: vision, planning and execution, Gower Publishing Ltd.
Pooler, J.A., Pooler, J., 2003, Why we shop: emotional rewards and retail strategies, Greenwood Publishing Group
2011, innocent ltd., Hoovers, http://www.hoovers.com/company/innocent_ltd/ryyhrif-1.html last accessed on January 10, 2012
Englis, B.G. (1994). Global and Multinational Advertising. Routledge.
Koekemoer, L. & Bird, S. (2004). Marketing Communications. Juta and Company.
McDonald, M. & Dunbar, I. (2004). Market Segmentation: How to Do it, How to Profit From it. Butterworth-Heinemann.
Smith, K.L. (2005). Handbook of Visual Communication: Theory, Methods and Media. Routledge.
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Literature
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Finance
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
Computer science
Computer science is a tough subject. Fortunately, our computer science experts are up to the match. No need to stress and have sleepless nights. Our academic writers will tackle all your computer science assignments and deliver them on time. Let us handle all your python, java, ruby, JavaScript, php , C+ assignments!
Psychology
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
Nursing
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Sociology
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
Business
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
Statistics
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Law
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
Reasons being:
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!
