Rebranding After Shot - Coursework Example

The After Shock drink is a commodity that is experiencing difficulties that concern the test of time. The proposition is true since, by thetime of introduction of the drink into the market, it was making significant returns to the investors. The instance thus means that the commodity is experiencing the decline stage in the life of a commodity. The following report takes a re3commedation role in the combination that will constitute the ideal marketing mix. The marketing mix will focus on the changing consumer taste as well as the stiff competition that characterize the market. Moreover, the report gives specific examples of each concept that it puts forward in order to give a first case scenario for the investors of the commodity to invest and experience a rise in the reducing returns that emanate from the product. A Report on Rebranding After Shot The scenario that attributes the current market state of After Shock is not unique to the product. In fact, the decline in sales is a complete justification of the product life cycle. The brand is a one of the drinks that have high ABVs. A close inspection of the initial performance of the brand proves that on entry to the market, the brand was recording high sales in comparison to the already existing brands. The main justification is because the drink was new in the market and was in alignment with the tastes and preferences that the customers had in 1989. However, as the product grows, the use of the same avenues of marketing communication withers out and leaves consumers who were loyal to the brand to search for more options. The availability of substitutes in the market that tend to have a perfect resemblance to the drink creates a stiff competition for the brand in the real market. Accordingly, the entrance of new brands to the market tends to introduce and trigger new customer preferences that act at the disadvantage of the consumers. The new brands through their marketing mix tend to overtake the After Shock. The only attachment of meaning to the brand losing value is the emergence f new products in the market that offer a different taste to the consumers(Xie, 2008). Therefore, the brand still has great potential if convenient changes are made to the marketing mix. The reason is that the target population does not still change. However, the brand should concentrate on the persons that were the main consumers in the time of the introduction into the market. In detail, the target consumers in the 1990’s aged between 18 to 30 are now most likely to be in their prime 40s. In view of the changing age, there is a need to brand the product afresh in a way that will accommodate the persons who identify the brand as their favorite and convince potential customers to buy the commodity. The instance involves familiarizing with the tastes of a new generation.(Cartwright, 2011) Consequently, the marketing communication should ensure that the presentation of the brand is in a way that assures the customers of the satisfaction that is unique to the product. The instance implies that the product can successfully accommodate a target population that ranges from the age of 18 years old to the age of 40 years old. In addition, the brand should venture into other markets other than the local market. The primary reason is that the brand is experiencing the decline stage in the product development. Introduction of the drink to the international market or even to other external regions will ensure that the product experiences a restart of the development stage in other nations. The focus of the product to other nations should not however act as an exit of the product in the current market. The introduction of the brand to other markets should be in a way that ensures that the brand has an advantage in other nations and the market acceptability in other nations re-enforces the acceptability of the product in the current market. Therefore, the brand should widen the target population from within the current market and venture into new2 fields. In order to achieve the acceptability of the consumers who have a wide range to choose from, the brand requires a very comprehensive marketing mix that will constitute the marketing communication. The marketing communicating should be in a way that uniquely differentiates the product from other products and consequently offers a certain level of elegance that the consumer can identify him or herself Branding Branding creates an image of the product that is appealing to the consumer and create a sense of uniqueness of the product from the other products that are in the same field. In the case of After Shock, the brand is investing in much advertising that does not achieve the primary objective of branding. The whole perspective of branding needs to be transformed that the drink is using. The change must ensure that the drink elevates from a brand that has been in existence for a longer period and make it be a brand that is also useful in the current market. With respect to the needs of the brand, the brand should take advantage of the lengthy period that it has been operational and should take new avenues that communicate the brand to the new generation. The instance includes creating a sense of maturity in consuming the brand. The sense of maturity accompanies the inclusion of class. The brand should also use the advantage of the cheap costs of advertising that include the internet that consequently reach out to the young generation (Abimbola, 2006). The use of economies of scale should also ensure that the brand becomes a drink that is affordable but not overly cheap. The uniformity that elegance and price create will ensure that the branding procedure of the drink emerges as a top notch in the competition in the market. The communication using the internet will also ensure that the changes in branding reach out to a completely new community. In order to create more change for the brand, there is the need to review the packaging of the product. Packaging The primary goal f packaging is to ensure that a brand connects with tastes and preferences of the consumer. The scenario affecting the After Shock brand coincides with the changing preferences and tastes that the current consumers anticipate from a high ABV drink. The package should make sure that the consumer anticipates a challenging taste that every alcohol drink tends to have. The package should also ensure that the consumer sees the product having a high ABV level. In the case that the drink has a lower ABV level, the drink package should take advantage of ensuring that consumption of alcohol is harmful if done in exaggeration. In that particular case, the brand should assure the consumer of the fulfillment of his or her desire in a healthy manner that is beneficial to own self as well as the context that the attributes to the consumption of the product (LEE, 2007). The package should also bear the veteran mark that shows the successful consumption of the product in multiple generations that the product has been offering service. The instance will capture the attention of the older persons who can be the most loyal consumers of the drink. Promotion The aspect of promotion is the transmission of the research works of a particular brand to the consumer courtesy of the changes that attribute the brand. The instance makes the product creates a long lasting relationship with the consumers that will ensure the product to thrive at present and in future. The promotion activities should thus in a way that creates a new awareness of the product. In addition, promotion ensures that the product finds favorable attitude from the consumers and other potential customers. Therefore, promotion may be one of the most costly activities in the marketing communication procedure since it dictates that the target population acquires the information. In the case of After Shock, the brand has been investing funds on awareness that has not been communicating useful information to the target population (Bjelic, 2011) The company after branding the commodity should at least try new ways of promotion. The new techniques will ensure a free start for the commodity, and a will consequently approve a new image according to the consumer perspective (Hu, 2008). In the event of creating brand quality, the brand should create endorsements that the new generation can identify with and feel the brand as being valid with respect to other recent brands. An endorsement requires the inclusion of special figures such as musicians, sports persons or even actors. The other form of promotion is the holding of special events. The holding of special events in the quest to promote the product may feature special gifts that lure potential customers into buying and trying the commodity. The use of Internet advertising is also a key priority in the advertisements procedures. After Shock can tend to incorporate, recent graffiti that visualizes images that form the consumer’s preferences. The instance will be useful in the recruitment of new users and the ensure loyalty from the existing consumers. Publicity Publicity relates to the unpaid form that characterizes the promotion aspects of a brand. The aspect is a very useful in the case of After Shock since the commodity faces stiff competition in the local market. The most concise means that are most probable for After Shock is event sponsoring. The company must ensure that its name appears in the list of sponsors of the many concerts and fun events that normally take place in the mother country. An instance will be a promotional step that will ensure the brand familiarizes with the local people from a personal perspective. The attendance of the events will give priority to the sponsors and the efforts that the brand is making in alleviating the performances in the events. Similarly, the brand should arrange a series of tours around the areas that the brand is experiencing a decline in sales. The tours should incorporate celebrities who tend to be the brand image. The tours are a convenient form of publicity since they engage the consumers from a ground level. The advantage that the commodity has to offer to the consumers’ is also well communicated to the consumer (Gronroos, 2006). The brand should also invest more funds on publicizing the brand in between popular television programs. The instance is cost effective and raises the needs to make sure that the changes in the commodity reach even a larger population. From another perspective, the particular publicity activities should ensure that they engage the themes of life of humans in the transmission of the new brand that attributes to After Shock. The instance implies that there should be elements of either love or birth in the publicity. In other scenarios, the inclusion of death tends to make the brand complete in the eyes of the consumers. Once the attributes of life of humans characterize the drink, many persons will be loyal to the brand since it connects to their emotions. Sales promotion The sales promotion is one of the most important features that should characterize the scenario of After Shock. The instance ensures that the company undertakes the promotion of sales with respect to the user, a distribution channel or the workers who are part of the company. The sales promotion procedures also have a time limit. After the time limit, the extent to which the commodity penetrates the market acts as an evaluation procedure of the efforts that the company puts in the period. In the case of After Shock, the sales promotion should focus on the consumer. The company should, therefore, invest in coupons, prizes and even contests for the consumers. The instance will be attainable since it will take a short period (Svensson, 2007). The prizes and other sales promotions ensure that potential and actual customers purchased the product. By the end of the sales promotion, the drink will pick and attain loyal consumers. Bibliography Abimbola, T. (2006). Market access for developing economies: Branding in Africa. Place branding, 2(2) , pp.108-117. Bjelic, P. (2011). Marketing instruments of foreign trade promotion. Marketing, 42(4) , pp.268-276. Cartwright, P. (2011). Publicity, punishment and protection: the role(s) of adverse publicity in consumer policy. Legal Studies, 32(2) , pp.179-201. Gronroos, C. (2006). On defining marketing: finding a new roadmap for marketing. Marketing Theory, 6(4) , pp.395-417. Hu, G. a. (2008). An economic evaluation model of product mix flexibility. Omega, 36(5) , pp.852-864. LEE, C. (2007). Progress in Wafer Level MEMS Packaging. Journal of Japan Institute of Electronics Packaging, 10(1) , pp.42-51. Svensson, P. (2007). Producing marketing: towards a social-phenomenology of marketing work. Marketing Theory, 7(3) , pp.271-290. Xie, C. a. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3) , pp.477-491. Read More