Advertising and Promotional Brief - Case Study Example

Advertising and Promotional Brief This paper will discuss below the line promotional tactics for two different companies. The first one is Bartels Paperback, while the second one is Physiotherapy practitioners Ltd. This discussion has been carried out in two parts within the paper. While the first part is a standard briefing documents that outlines the various the modes of differentiation and other such marketing tools; the second part adheres to describing specific below the line techniques that will fit into the individual scenarios of both companies. Standard Briefing Document: Below the Line Techniques Marketing is an arena where the basic norm is to promote visibility. Visibility, in turn, depends on positioning which again depends on branding and the equity commanded by the same. This has promoted organisations the world over to study and implement strategies that will accentuate brand equity as this is the greatest indicator of, and the base for, the calculation of returns on investment in terms of below the line techniques of promotion. While the consumer’s awareness of a brand, and the reasons for choosing an associated product may depend on various factors including peer reference, peer approval, or other social factors beyond the direct control of the brand’s investor, the below the line techniques for the brand’s marketing mix is definitely within the investor’s control, and something that demands big budget investment. (Walter et al, 1988) Therefore, investors and researchers are always concerned about the actual effects and results of below the line marketing components including advertisement, segmentation, and differentiation - upon the consumer’s perception and their consequence upon brand equity. The discussion progresses over the laying down of the basic premises that will help define brand equity in terms of below the line promotion. Then, the two cases will be studied in terms of core competencies and weaknesses. Finally, the recommendations in the two individual cases will be laid down. In the last decade, a lot of research has been dedicated to conceptualizing and measuring customer-based brand equity. However, apart from putting forth various influencing factors, no integrative framework has so far been developed to account for the complex psychological processes underlying the formation of customer-based brand equity. This paper deals with two case studies in terms of recommending an advertising campaign that will help build brand equity through a below the line brand positioning strategy. The focus throughout is on the use of advertising for business promotion. (Walter et al, 1988) The basic premises for studying the cases and recommending strategies are as follows: When studied as a perception born in the consumer’s mind we define the concept of below the line techniques as the sum of associations that are evoked by names or symbols. This is the first step towards the creation of the proposed integrative model as using this definition implies that I am subscribing to the brand identity angle as a base for brand equity. At the same time, the scope of this definition should not merely serve to associate with the product. It must promote an association with the organization behind Mickey Mouse, by helping the customer relate the Mickey Mouse emblem with information on Disney. This forms an important part of the brand identity process and may result in the creation of enhanced brand equity. (Walter et al, 1988) Three questions on the conceptualization of brand equity For the effective conception of "brand equity", the following three questions need to be answered: Inclusion of the correct sources of brand equity To have an integrative base of source to define brand equity, one needs to start by separating customer-based and company-based brand equity in terms of the target audience for advertisements. While Customer-based brand equity remains to play an important role, it is not the sole source of the company’s brand value. A brand may also hold its own in other markets. (Kotler, 1997) Customer-based brand equity. In this paper, there is a strong emphasis on the definition of brand equity as the value the brand adds to a good or service for the end user. In this case, the trade does most of the work as far brand equity creation is concerned. If the final consumers lack specific brand preferences the trade may even become the only source of brand equity. (Kotler, 1997) Current Brand Equity. This includes the brand value that is generated by the products presently on the market which helps calculate the potential value of a brand when new products are launched. (Aaker, 1991) Case Studies Case 1: In the case of Bartels Paperbacks, it is necessary to comprehend that this is an organisation that sells fast moving goods. This company needs to shift its strategy from mass marketing to product variety market and then to target marketing so as to cater to the growing market for its books and other related products. Its strategy can be studied under the elaboration likelihood model as it wanted to be a forerunner in the market where soft drink brands were emerging with each passing day. The choice of the Elaboration likelihood Model was one that came directly from the consumer oriented characteristics of brand equity and brand knowledge in below the line segmentation and differentiation. Elaboration Likelihood Model identified message relevance as one of these factors. According to this model, when message relevance is high, individuals will actively process and evaluate the information in the advertisement when forming or changing attitudes. (Aaker, 1991) When message relevance is low, individuals will not actively process the information in the advertisement, but will instead rely on peripheral message cues to form or change attitudes. Segmentation ad differentiation are those elements of customer perception and awareness which has its focus in the results of a certain kind of projection through the brand equity building measures. This calls for an integrative model which will combine the basic elements of the brand identity and brand equity concepts so as to create a platform for the effective discussion of the Elaboration Likelihood Model. This has been of special relevance for the Bartels Paperback company as far as its foray into target market and product variation is concerned. (Kotler, 1997) Case 2: Physiotherapy Practitioners is an amalgamation of professionals who make use of physiotherapy techniques in order to cure numerous joint related problems like arthritis, rheumatism and many more. This is a more service oriented organisation that also sells physiotherapy products in order to complement the treatment available within the organisation. This defines the area of operation as one that survives in the healthcare industry. Therefore, there is a need to integrate methods of research and development in order to carry out effective below the line promotions. This can be done in a better way through the use of an integrative model. An integrative model will serve the following purpose: • provide as detailed summation of the various factors that influence the end user to add to the brand equity; and • study these factors in context of the psychological process taking place in the mind of the consumer as he is exposed to advertisements and other brand identity elements. (Walter et al, 1988) This organisation also started out with the strategy of mass marketing before moving onto product variation and then to the arena of target market. Both these brands have created market segmentation through their brand positioning strategy so as to achieve an up market status, especially in developing countries. (Walter et al, 1988) While Bartels started with mass marketing, it did more specific target marketing and market segmentation through the launch of its specific genres of books. This started in America as there are a majority of obese people in this country. This helped in a psychographics segmentation of the market in terms of emotionally reaching out to people in terms of a service oriented organisation like physiotherapy. The first element when entering a new market is the risk factor. For Physiotherapy Practitioners there has been a strategic management of risk through a change of location as well as the launch of personalised and online services. There, is a need to now focus on changing passive international sales into hardcore business. It is important to capitalise on the opportunities by undertaking risks so as to achieve organisational growth. Therefore, once the entry level mode is applied to this situation, there will be a concerted effort towards arriving at decisions that have to do with control, risk and commitment as demonstrated in the diagram below: Source: www.wikipedia.com To deal with the risk factor at an entry level, this diagram shows that the commitment level needs to be high so as to start by catering to consumer satisfaction. With effective segmentation, it will be easy to find out the areas of investment so as to find an appropriate positioning on the scale where exports start in terms of physiotherapy products and books. (Walter et al, 1988) Therefore, a good entry level strategy would involve introducing the fact that Physiotherapy Practitioners as an international face as its products go and can be modified to cater to any kind of culture or country. In this regard, there will be long term growth through the management of the immediate and other short term risks. In this case, the main risk comes from losing its exclusivity which can be tackled through the direct investment strategy. References: 1. Bennett, R; Blythe, J (2002) International Marketing: Strategy Planning, Market Entry and Implementation. Kogan Page. 2. Walter, I; Murray, T (1988). Handbook of International Management. John Wiley and Sons. 3. Aaker, David A. Managing Brand Equity. New York, NY: The Free Press, 1991. 4. Kotler, P. ( 1997 ). Marketing management (7th ed.). Upper Saddle River, NJ: Prentice Hall. 5. Wikipedia. URL: www.wikipedia.com (Accessed during February, 2008) Read More