A Joint Advert between Coca-Cola and MacDonald - Case Study Example

Coca cola and Macdonald Olympic sponsors Institution Name Course McDonald’s and Coca-Cola as Olympics Sponsors Introduction Marketing is an all-round undertaking that involves all aspects of business: as a function it is business and entails everything from product conception to consumption. A good marketing mix should link the firm with current and potential consumers and should possess inherently all three level of production- primary, secondary and tertiary. As a marketer, it is imperative for you to possess the third eye so as to be a head in product branding, production and market placement (Potters, 2000). For any business to remain competitively in the market it must be profitable. To be profitable a business must try to find a need and fill it with relevant goods and services that cater the client’s requirements. A good advert should possess all the necessary characteristic of a good or service, especially when introducing the product for the first time. The best choice of an advertising mix should be chosen with great care so that it should cover a one way communication with the customers. Comprehensive advertising involves the use of the internet, mail, magazines, banners, radio and other available advertising space. In a serious business endeavor with the prospects of growth and expansion it is important for the marketer to design a good advert that would differentiate him from his competitors. Before a designing an advert it is important to get to know your customer better so as to tailor the advert to meet their requirements. You can get to know your customers through conducting a market research. The research would help you to demarcate your customer in groups that which you will target in the advert campaign. In this article we would be focusing on a joint advert between coca cola and MacDonald, these firms have a worldwide reputation and have outlets all over the world. Olympic is one of the most viewed world sporting activity. Approximately 5 billion of people of all ages and varying social class watch the Olympics at any given time. Any company that associate it product with the Olympic has the advantage of being considered as health conscious even though it may be producing junk food. There were complains when the Olympic international president signed the deal for the sponsor between it and coca cola, Macdonald and Cadbury but this was good news for the marketers of those companies as it generated massive public awareness and advertisement campaign. The bright colors and mouthwatering images used made the advert very catch and attractive to beverage and fast food users. My opinion on the Advert In choosing a good advertising item, a company must analyze the capability of the occasion basing on the nature of the product to be advertised and the customer’s perception of the good in question. Coca cola and Macdonald are aggressively engaged in grass roots expansion campaign and needed an occasion is capable in meeting its highly specialized media reporting among other requirements, the need for daily and weekly reports, advertisement that merges products data with the customer’s specific data. The success and popularity of the advert relied mostly on the fact that Olympics is aired by accurate reporting strategies that worked in favor of the advert requirement. The contract between the Olympics and the two food chain firms ran for four years, in this period there products and services were aired in association with all the games played at the Olympics. In my opinion I find the advert as being I deal in almost all aspects of a good marketing and sales campaign. The success of the Advert Through it highly specialized tools and technology the Olympics campaign strategist were able to create 450 creative versions. Those versions were published and rolled out across 1200 different placement. In reviewing the advert the following positive attribute were observed. The advert was catchy and attracted attention. Basing on the fact that advertisers have a very minimum opportunity in catching a client’s attention it is important for them to utilize the given opportunity to the brim. The advert had a guaranteed audience as it is obvious that during the Olympics’ games at least everybody in a family is glued on the television. To achieve these companies made use of the imagery language which jerks the listener / viewer to switch their brains from “Ignore mode” to “okay mode” I’m listening. The advert used parameters that captured the listener intrigue, emotions, association, problems and claims that attract attention. It came out conspicuously that the ad generated interest and desire. It is an established fact that after succeeding to getting the listeners attention, the advertiser has the task to instill interest and desire in him (Farrell, 2004). To achieve this the advert captivated on the emotional and practical side of human nature that showed how their services would help for example it promised that the service would Reduce or avoid effort ,Save time ,Make them money, Save money ,Gain knowledge ,Become more successful , Avoid a missed opportunity ,Improve their image ,Be more popular and also give them experience. The advert made it clear that at every spot in the Olympic stadium you were guaranteed to be served by the MacDonald’s and coca cola vendors this saved time and energy of carrying food and drinks. Since this products were closely associated with the Olympics’ games most fans and the athletes felt important and part of the events when having lunch and refreshments at this joints. The list is inexhaustible and if it goes to the point of appealing to the customer on a personal level, there may be ready to take the next step of either purchasing the product or inquiring more about it. Most participants and fans of the Olympics were foreigners hence felt the urge to experience the taste of foreign flavors mostly those sponsoring the event as it was assumed that the Olympics advocated for healthy living and good dieting. In the advert, the company used the best images and layout. Choosing the best image can make a big influence to the impact of the ad. Potential clients will make quick assumptions about your product and brand from the images you use in your adverts.in compliance with this requirement coca cola used imagery that reflected the brand values - for the premium brands large sums of money was invested in grading and retouching images that ensured that they gave the right impression. It is assumed that cheaper products can often get away with lower quality photography or video (Shimp, 2003). The company being endowed with a vast pool of human and technological capital used professional photographers or film crews which seemed to be a large investment for a small business, but contributed much more to the public perception of the brand. The advert goes a long way in demonstrating that achieved the five Ps marketing mix by demonstrating on how the consumer can take action. The advert outlined categorically on the next step the consumer should take through the conviction language that it was easy and obvious for the consumers of the service to visit their web site, dial their number or alternatively walk into the nearest outlet and acquire the product on affordable price in the market. It also demonstrated the mode of payment on how to make the transaction faster than any other provider in the market this played a big role in motivating the customers to go out and try the well elaborated product. Through giving offers the advert stimulated short term interest which could be enhanced with follow up advert for repeat purchase. The first potential customers who purchased the advertised products formed a pool which its marketing mix and all consumer touch points encouraged the next step to be taken towards purchase. Conclusion Even though a good advert is a valuable method of attracting attention to your brand and generating awareness, sometimes they can be less successful at generating sales, this occurs mostly when dealing with more premium and expensive products. The advert in my opinion is a full package in disguise as it is used by two firms of world known reputation .Macdonald is a well-known fast food producer in the world more so Coca cola is the leading beverage producer , their combinations in a single is so appealing . The use of the humbugger by MacDonald which is a popular fast food by the American is catchy to foreigners who are not Americans. Since the advert ran on all the television screens that were airing the Olympics live. In reference to the attributes of a good advert, this advert has all the qualities for it to be classified as one that can do massive product placement in the market. In my opinion, in choosing to be the sponsors of the Olympics the firm had an edge over its competitors since this is a competitive bidding to be awarded the chance as an Olympic sponsor. In marketing the biggest problem is to identify and capture an audience for your advert, in the Olympics the audience is there, the only thing that is important is to create an advert that create and hold people’s attention until the message delivered and people are convinced to make a purchase or to go for the next step. In the advert the choice of colors was very essential. Coca cola utilized red bright rick red which is very catchy and refreshing. For McDonald, pink and yellow colors which are also catchy. The two colors blend in well producing a good package. The third part of the advert has bright bluish color that tends to contrast and oppose the other two part of the advert hence creating more attention. The imagery part was complimented with the music that is aired together with the advert and the message that associate the firms as proud sponsors of the Olympics. The advert also had an offer that ran throughout the Olympics period. It provided a certain discount for the purchase of the two products at a certain discounted rate. Even though there were complaints from various groups that condemned the president of Olympics or endorsing Macdonald and coca cola as sponsors of the games. They argued that these two firms produced junk food and Olympics being one the perpetrators of living physically fit, it was ironical for them to that. This claim was brushed aside by the president saying that every aspect of the community cannot be moderated by one event such as Olympic and hence the accusations were unfounded. This defends and accusations also generated more publicity whether positive or negative but several surveys and polls indicated that, the two firms’ grassroots growth had increased tremendously over that period. Basing on the heavy publicity and the magnitude of the event, the advert had a very convincing impact on children whose minds have brainwashed and made to believe that these products are good health wise and could make them run like the like of Husain Bolt of Jamaica the fastest person alive and David Rudisha, the 800 meters sprinter from Kenya. The world being a global village, it made it easy for the two firms to advertise almost to the whole world. The firms also utilized the other form of advertising channels such as the internet, the print media and yahoo. The direct mail service, which was utilized through the use of the e mail service, also tailored the advert to individual basis. The advert further engaged in ticket sales and promotions in favor of the Olympics hence holding those participating in the Olympics as their sole clients. In a serious business endeavor with the prospects of growth and expansion it is important for the marketer to design a good advert that would differentiate him from his competitors. Before a designing an advert it is important to get to know your customer better so as to tailor the advert to meet their requirements. You can get to know your customers through conducting a market research. The research would help you to demarcate your customer in groups that which you will target in the advert campaign. In this article we would be focusing on a joint advert between coca cola and MacDonald, these firms have a worldwide reputation and have outlets all over the world. As mentioned earlier Olympic is one of the most viewed world sporting activity. The advert brought on board Approximately 5 billion of people of all ages and varying social class as they were associated themselves with Olympics at any given time. Any company that associate it product with the Olympic has the advantage of being considered as health conscious even though it may be producing junk food. Macdonald and coca cola had the benefit of doubt and enjoyed the good public image that was provided to them as the most caring, health and environmental conscious fast food providers.There were complains when the Olympic international president signed the deal for the sponsor between it and coca cola, Macdonald and Cadbury but this was good news for the marketers of those companies as it generated massive public awareness and advertisement campaign. The bright colors and mouthwatering images used made the advert very catch and attractive to beverage and fast food users. In my conclusion even though there were so many bickering about the rationality of allowing these firms to be sponsors of an event that is geared towards good health practice, the sole objecting of marketing was achieved through both the negative and positive publicity generated by the advert. The advert was worth the amount paid for it coverage and categorizing buggers and pizzas as premium products of Macdonald it was worth the investment in comparison to the number of clients created and retained within that short period of time. For coca cola it was a blessing in ten folds as this resulted in maximizing the already economies of scale mechanism that are already in place. References BNET Business Directory (2007). Strategic analysis. http://dictionary.bnet.com/definition/Strategic+Analysis.html [Accessed 12 February 2008] Boulton, Dr. W.R. (2001). Understanding the strategic analysis model. www.auburn.edu/~boultwr/index.html [Accessed 12 February 2008] Businessballs (2006). . 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Schlecht, Christina (2003), celebrities’ impact on branding, Center on Global Brand Leadership: Columbia Business School, January 15, PP. 1-13 Shimp, T. (2003), Advertising & Promotion: Supplemental Aspects of Integrated Marketing Communications, sixth edition, Dryden Press, New York Read More