The Lipton Tea and Twinings Australian Tea TV Adverts - Case Study Example

Advert Comparison Name of Student Name of Institution Course Title Date of Submission In the world of business, once a company is established or a business started, the incurrence of profits is the major goal. There are several ways through which traders and entrepreneurs ensure that their businesses gain profits. One of the most essential ways of augmenting the incurred profits is marketing of goods and services rendered. Marketing requires intense communication between the producer and the manufacturer of the products. The communication to the consumer is mostly through messages and media. People who relate or relay the product information are known as marketing communicators. They include people who do business related services such as online marketing, promotions, advertising and sales among others. The popular way of passing information about products to consumers is through advertisements. Clow, Kenneth and Donald (2007) argue that the advertisements can be in the form of TV adverts, journals and print media such as newspapers and magazines. Several companies do their marketing through TV adverts and this has really escalated the rate at which the companies gain their profits. Therefore, this assignment will look at the marketing of Lipton Tea and Twinings Australian Tea which are among the most popular beverage products in Australia. This assignment will criticize the recent TV adverts in Australia of the two tea brands. The criticism will be based on four aspects: communication objectives, creative strategies and tactics used, target customer and the market partitioning of the adverts. The assignment will also discuss how the TV adverts of the two brands of tea have used the above mentioned aspects in their communication campaigns. The Lipton Tea TV advert is one of the best tea adverts in the market. According to Lipton Tea Australia TVC advert YouTube (2012), the advert rejuvenated Lipton’s sales in 2012. The TV advert was named Lipton Tea. The main aim of the campaign was to make the consumers aware of the product’s benefits. The advert shows the effectiveness of the tea in that it is available in homes and is also prepared in big hotels and restaurants for customers. The advert also indicates that the brand of tea is available in small packs. The other positive thing about the brand of tea is that it has a good smell. Furthermore, the tea is processed from fresh green leaves with pleasant smell, able to attract even dogs. The advert indicates that Lipton Tea is delicious when drank and is a good stimulant that has the ability to brighten an individual’s day. Except for its availability, Lipton Tea has the ability to release a fresh taste once taken and is also available in new foil fresh packs as indicated in the advert. All these strengths enhance the purchase of the product hence more profits to the company. The Twinings Tea advert was named “Twinings enjoy every day”. The aim of the advert was to market the product to the customers. The advert indicates that the product is readily available in homes meaning it has an affordable cost. However, this does not give it an advantage over the Lipton tea since it is also readily available in households. The two adverts thus indicate that the tea brands are affordable to common man. The advert also indicates that Twinings tea is one of the beautiful things that households in Australia preserve for guests. The brand has several advantages over the Lipton tea that make it more competitive in the market. To begin with, it is available in good and quality packs that enhance its preservation. The advert also indicates that Twinings is the best available tea in Australia. The advert has also demonstrated the preparation whereby it is mixed with hot water. The advert has also indicated that the tea is very enjoyable unlike in the Lipton tea advert where the customers viewing the advert have to struggle making conclusions on their own. Communication objectives For the Lipton Tea advert, apart from its delicious taste that other brands like Twinings have too, the advert does not remind the consumers of the other needs for taking the product. However, the advert is convincing and this clearly shows that Lipton is preferred by customers to other brands like Twinings. The absence of other proofs to show the need for the product such as effect on lifestyle, energy and power can be very disastrous since the product can be among those that are not purchased frequently. The second criticizing fact is that the advert of Lipton Tea ignores the fact that not everybody is aware of the product. Except for phrases such as “Lipton, release the fresh taste”, there are no other statements that could convince new customers and give the Twinings Company a run for their money. In comparison, the Twinings product has a higher probability of attracting new customers through its statement of “Enjoy every day”. Additionally, the Lipton Tea advert does not maintain the attitude of the already established consumer base by explaining any changes that have been done to enhance its quality. Besides, the target customer is not motivated through the involvement of purchase intention phrases such as “buy one get one free” and “try it for yourself and see the benefits”. This makes the Twinings a great competitor for the Lipton Tea in the submarket. This is because in the Twinings Tea advert, customers are convinced that it is the best tea brand in the market with statements such as “Best Tea there is” and so on. As for the Twinings advert, except for the soft music and good packs, the advert does not include major important aspects like ingredients and nutrients that the product adds to the body. Moreover, the purchase intention “Enjoy every day” is not so sufficient to convince other brand consumers to migrate to Twinings Tea. Besides, the advert only uses a single gender to advertise the product. The use of shoes and clothes in the advert makes it very hard to comprehend the advert since there is no one on one relationship between the clothes and the drinking of the Twinings tea. Strategies and Tactics used The Lipton tea advert uses a strategy of convincing consumers that the tea is the freshest in the market. The advert shows a number of people actually picking tea a feeling brought about by taking the Lipton tea. Clow, Kenneth and Donald (cited in Integrated Advertising Promotion and Marketing Communications, 2007) indicate that strategies and tactics used in adverts are very influential in changing the attitudes of consumers towards a given product. To start with, the advert does not provide detailed facts about the product such as nutrients and ingredients available. However, the personality of the brand is evident. For example, the brand theme “Lipton release the fresh state” gives the brand a distinctive personality. The other criticism of the advert is that no reassurance is given to the customers about the quality of the product that gives it an upper hand over other brands such as Twinings Tea. On the other hand, the Twinings tea ad includes a theme “Enjoy every day”, the creation of a brand personality is very essential in the attraction of customers. However, this is not evident in the advert of this product. For example, the advert does not include facts that make it unique and different from other brands such as the Lipton Tea. Admittedly, there is no reassurance given to the loyal consumer base that the product is still of the same quality that they have used for several years. Target Customer Marketers make assumptions about their target markets as is seen in the Lipton advert. Where such assumptions are well informed, they can be beneficial. Basing on the fact that customers are the reason behind the success of a company, the Lipton ad does not address its benefits to possible customers. A customer would require to struggle so as to come up with benefits from the advert. Besides, the advert makes assumptions that all its customers are loyal customers. Therefore, no explanation is given to the customers who could question the product’s competitiveness to other brands such as Twinings. The Twinings tea advert also makes similar assumptions about the market. Kurtz (2010) in his book “Contemporary Marketing Mason” indicates that a target market or customer is a particular group of people that a business aims its operations and activities towards. Critically, just like the previous advert of Lipton Tea, this advert makes an assumption that the product has loyal customers who can never move to new brands of coffee. Except for the statements such as “Enjoy every day”, the advert does not include other phrases and statements such as “Twinings, the best tea brand in Australia” that could prevent its customers from migrating to the usage of other brands such as Lipton. The advert also uses only one gender throughout the advert, and this may bring an impression that the brand is only targeted to the female generation. Market partitioning Marketing partitioning is an aspect that is essential for groups of individuals that are distinguishable in terms of likes and dislikes (Kurtz, 2010). Based on market partitioning, it is clear that Lipton tea targets the young generation. Evidently, the advert has a young woman; a young man and a child. This means that those are the only customers. As a matter of fact, this suggests that the older generation is not among the target customers of the Lipton tea product. This is disadvantageous as it might pull away some customers rendering the product less competitive in the Australian market. As for the Twinings advert, only females have been used. This could mean that the major market for the product is the female gender yet this is not the case. The Twinings tea should be targeted towards a wide market of the old, the young, men, women and children. Furthermore, the advert indicates that the product is only used at home yet it could also be used in hotels and restaurants. This is where the Lipton tea has an added advantage since it included a restaurant in its advert. Figure 1. Market partitioning Product partitioning It is important for marketers to identify their market segments through unique products. For this reason, both marketers here, Lipton and Twinings, have developed different product extensions to suit different market segments’ needs. Figure 2. Lipton product partitioning Figure 3 Twinings product partitioning Communication The Lipton Tea advert known as “Lipton Tea Australia TVC” uses a verbal way to communicate to customers which is “Release the fresh taste”. The advert uses this in order to recognize the quality of the product to the customers. In addition, the brand name of the tea “Lipton” is also clear in the advert. The advert has also used a creative strategy such as having a theme “Positive drinking”. The advert has also clearly indicated the targeted market such as females and males (Lipton Tea Australia TVC TV advert YouTube, 2012). The Twinings Tea advert uses a verbal way to communicate to its customers. This is evident in the statement “Enjoy every day”. This has helped the product market itself to the consumers. The brand name has also been exposed clearly to the customer for recognition. The advert has clearly indicated to the customers how the tea brand is prepared. In addition, the advert has used a cool music in the background which persuades the consumers to purchase the products. The woman in the advert tries to indicate the effectiveness that the product has on its customers (Twinings Enjoy Every Day TV advert YouTube, 2012). To recap it all, in terms of marketing communication, the Lipton Tea brand and Twinings tea brand have done their campaigns in a clear and convincing manner. For Lipton Tea, they come out as a stable tea brand in Australia. That is why they have done a simple advert including woman, a man and a young child. The Twinings tea brand also has shown itself as a very competitive brand in the Australian market. It has convincingly attracted the customers through its advert. It is enjoyable and this is attractive to the customers. (Essay word count 1921 words) References Clow, Kenneth E and Donald B (2007) Integrated Advertising Promotion and Marketing Communications 3rd Edition, Upper Saddle River pgs 6-7 Kurtz, D. (2010) Contemporary Marketing Mason, OH: South-Western Cengage Learning. Lipton Tea Australia TVC TV advert YouTube, (2012). Available online at: http://www.youtube.com/watch?v=d2OIAdOU9oc Twinings Enjoy Every Day TV advert YouTube, (2012). Available in: http://www.youtube.com/watch?v=Jl-GGpIj0ac Read More