Advertising Portfolio-Little World Beverages Limited - Case Study Example

ADVERTISING PORTFOLIO-LITTLE WORLD BEVERAGES BEERS Name Professor Institution Course: Date of Submission Advertising Portfolio-Little World Beverages Limited Little World Beverages Limited is one of the Australian small beverage industry that also offer hospitality to its customers. After the company was instigated back by its shareholders and the Maitilda bay brewing company’s ex-employees in 2000, it started conducting hospitality in different parts of Australia such as Fremantle, Melbourne, and Healesville. The company’s main dealings are the manufacturing, production and sales of beer mostly; draught beer, packaged beer and cider beer for Australian sale and international sale (Pricken 2008, p. 156). The fact that the company’s revenue grows very fast has helped the company in its growth. The beer consumers increase daily in Australia and internationally and therefore, the company’s product has a high demand which pushes it to produce many beers and increase its sales. The little world beverage limited has great opportunity in that there has been a higher rate of growth of the non-alcoholic market. The company can utilize this opportunity by diversifying its production into manufacturing the non-alcoholic drinks. The beverage industry has been allowing entry of many companies due to the growth in the market. Many companies in the beverage production field have raised the level of competition thus making this industry a very essential business industry (Ries & Trout 2000). The little world beverage limited has many competitors ranging from small to large beverage companies. In order for the company to survive this competition, it has to advertise its products and gain more customers. Creative Brief Below is a small world advertisement campaign comprising of the six different executions aimed at improving the market state and competition power of the small world beverage limited. The campaigns include; 1. Magazine Print advertisement About the Little World Beverage Limited Products The following ad has been designed to be placed in a magazine for the promotion of the products from the Small World Beverages Limited. Small World Beverages Limited is in a possession of a state of the art stores where regular promotions are held, all devoted towards its wide range of beer selections. Our stores are sparkling clean, well-kept and full of beer. The company is proud to have skilled staff that understand the art of making beer and are always willing to advise customers. The prices are quite fair and I you cannot afford a beer with us, you’re probably not interested. If you have to drink, THINK SMALL WORLD BEVERAGES WHERE YOUR TASTE IS OUR PRIORITY!! Rationale: The reason for designing a print ad for a magazine was to diversify the target audience for the Small World Beverage Products. When the target audience read any magazine and get the above information, they would develop an urge to have a test of the drink and as a result the increase in the sales of the product. After coming across the above print on a magazine, the readers would have an urge to test the Small World Beverages and find out the truth by experience. Therefore, as many people in Australia and all over the world read the magazine and shift to consuming Small World Beverages, they would as a result have more customers. The striking yellow and green colors have been used in order to capture the attention of the readers. If dull colors were selected, it would be difficult for readers to be persuaded to read the advertisement. Since this ad was to be placed in a magazine, it was designed to be brief so as to drive the intended information without boring the readers. 2. Radio Advertisement SFX: some background rock music is heard but eventually fades when a creak of a door opening is heard. Speaker 1: Hallo, darling it has been a long time. How have you been? Speaker 2: Not fine, I missed you but I have a terrible headache! Speaker 1: Headache? Seems you have been overworking your brains….then laughs uncontrollably. Speaker 2: Not really. I attended a friend’s party last night and we had a lot of fun. Speaker 1: You should not have headaches after such a party. I was also in a party the whole night and had no headache in the morning. Speaker 2: But I drank a lot of beer. Speaker 1: Ha ha ha! I also had plenty of beer from Small World Beverage Company. Which beer were you taking? Speaker 2: I cannot remember but it is nothing closer to what you have mentioned. Speaker 1: Let’s go and buy you a beer tonight…. Speaker 2: I don’t want any more headaches in the morning. Speaker 1: I will buy you beers from Small World Beverage Company and expect no headache. Speaker 2: The third round will be on me….if I will not be having a headache!!! ANNCR: Australian Craft beer from Small World Beverage Company, BEERS WITH NO HANGOVER!!!! Rationale With the growing technology, many members of the society in different states of the world have access to radios. Since a wide range of people in the society tend to listen to radio programs all the time, the recorded advertisement by the Small World Beverages Limited like the one above would reach many people and thus it would increase the company’s product market outreach. As a result, many people would run to by the beer brands of the Small World Beverages Limited thus results into increased sales for the company. 3. Online Banner Advertisement To Remain Responsible Drink….. the Australian Beer of Choice Rationale The birds sign above the word Little World Beverages Limited indicates that the company has ability to fly and reach the highest peaks ever in the beverage market internationally and nationally. The customers of the company when they see this word, they get to realize that they consume brands of a developing company that has visions of going far beyond any other beverage company. The orange colour on the rest of the bird’s body simplifies the naturally ripe fruits from which the beer brands of Small World Beverages Limited are manufactured from. The white colour on the head and neck simplifies the peaceful pleasure that one gets when consuming the Small World Beverages brands of beer at all times. In addition to that, the company might be small as the name depicts but from the look of the size of the letters that form up the company’s name, you can realize that the company is not that small. With the technological evolution and advancement in the whole world, a wide range of society members have an access to the internet and thus can easily figure out anything on the internet. The use of online website of the company in advertising its products reaches quite a wide range of people all over the globe that have internet access. Since it might cost a lot to use other means of advertisement campaigns, having a website through which the company advertises its products might be cheaper and accessible by many people. 4. Billboard Advertisement The Small World Beverage Limited has used different out-of-home advertisement means to introduce, avail and show their product qualities top their customers. Below is a designed billboard giving an identity of the Small World Beverages Limited beer brand in the market. Rationale: In the billboard, the person drinking the beer in the glass seems to be having a lot of pleasure which many people would have an urge of experiencing. The fact that the billboard picture and writing s are colourful indicates different pleasant tests. The writings on the billboard beside the man drinking beer are “disruptive innovation” which implies the beers of the Small World Beverage Limited. Many would want to test the beer that makes one innovative at all the time. As a result, the company would end increasing its sales both in the Australian and international market. Use of billboards is one of the out-of-home advertisement campaigns that reach many people in the society (Ries &Trout, 2000). This is because billboards are put in public places and therefore, many people get to access them without paying anything. Thus the use of billboards is one means of advertisement that is very cheap and easily accessible by people in the public. The Small World Beverages Limited has so far been using billboards as an advertisement means. The billboards are designed and situated in public places such as roads, colleges and institutions. As they do this, they aim at getting customers from travellers who come across the billboards. 5. Social Media Campaign ad The Small World Beverage Limited has been using different social media campaigns to advertise its products in the market both within Australia and Internationally. The social media is one of the most accessed and an advertisement that reaches the highest population in the market. Below is an ad that is designed to advertise Small World Beverages Limited brand products. Rationale The social media ad was designed to reach out to the middle age customers who are keen on visiting social media sites. At a keen look at the ad, one can notice that the people in picture are of different gender though not in an equal ratio. This is a show that the beer from the Small World Beverage limited can be drank and enjoyed by anybody. When one looks at the members of the social group in the picture above, you would notice that no matter the small size of the picture, it comprise people of different races. The hair of these members differs in colour meaning that they are of different races and have got different origin. The main aim of the Small World Beverages Limited advertisement is to enlarge their market outreach globally (Sullivan, 2009). For this reason, the above advertisement campaign has shown that the company has reached a wide range of races and therefore, with this, they tend to attract more customers. The fact that the members on the picture are of different origin implies that the Small World Beverages Limited serves quite a variety of races all over the world beyond Australian boarders .The members of different societies coming across this picture, they get to be encouraged to consume the Small World Beverage Limited brand products because they know that they are among the many people that are served by the company. 6. Interactive Advertisement The interactive means in the modern world are quite many nowadays and thus Small World Beverages Company has engaged in different interactive advertisement in order to improve its sales (Pricken, 2008). The ad below is designed to illustrate hockey players of two different teams in action. This is quite appropriate as Small World Beverage Company sponsors many teams as a means of advertisement both at the national and international level. Many hockey game fans meet at such a place to watch the game and as a result the company manages to advertise the different brands of its products. Craft Beer- the power to remain standing Rationale At a keen look of the picture, one would notice one team having red uniform while another team’s players are wearing white uniforms. The players wearing red uniform are playing for a team being sponsored by Small World Beverage Company whereas those wearing white are players of a team being sponsored by Coopers Limited which is a major competitor of Small World Beverages Limited. The uniforms bear the names of the brands that are produced by the respective companies that support them. In this case, the names of these companies would be raised high by the teams they sponsor and the fans that support those respective teams. Many members of the society mostly adults are fans and players of the hockey games and therefore, the Small World Beverages Limited felt that the best game through which to advertise its products was hockey (Katsigris & Thomas, 2006). By sponsoring the hockey games like the ones above, the people who are over 18 years in the society, that are fans of game, would get to know of the product and develop an urge to test it .As every hockey fan drink the Small World Beverage Limited brand beers and talk positively about it, many people would ran for it thus increasing the company’s sales. List of References Katsigris, C., & Thomas, C., 2006. The Bar and Beverage Book. New York:, John Wiley and Sons. Pricken, M., 2008. Creative Advertising. London: Thames & Hudson. Ries, A., & Trout, J., 2000. Positioning the battle of the mind. New York: McGraw-Hill. Small, R., 2011. Beverage Basics: Understanding and Appreciating Wine, Beer, and Spirits. New York: John Wiley & Sons. Sullivan, L., 2009. Who's who in Australia. New York: PublisherCrown Content. Read More