According
to Longman Dictionary of Contemporary English, marketing is defined as the
following:
"the
activity of deciding how to advertise a product, what price to charge for it
etc, or the type of job in which you do this."
Advertising
has various types of meaning. The essential one of them is how to create
awareness for a new product, which have never existed till then and consumers
don't know how fantastic it is.
TOTO's washlets,
nowadays, have approximately 70% market
share in Japan since then they released washlets for the first time in 1982.
Their
successful depends on TOTO's excellent strategy.
It
was the TV commercial, "Even your buttocks want to be washed", which
was nationally televised at the prime time in which many Japanese were
having dinner.
https://www.youtube.com/watch?v=3tJlfj6C0sA
Unfortunately,
above You tube is Japanese only, but the concept is that we can't clean these
stain in wrinkles so we should use water to clean up. In addition our buttocks
need to be washed. Actress rubbed blue cream in her hand and tried to wipe off
the cream but she couldn't do it.
It
was sensationally argued among Japanese, but many consumers gained awareness
the concept.
Since
then, the end users who bought and used it realized the value and can’t do
without it. In addition, washlets spread via word-of-mouth. It had been slow to
catch on in the new market, but it was steady.
TOTO
has been adapting the unique marketing strategy according to the foreign
country. Take China, for example, TOTO adapted the penetration marketing to the
richest Chinese. They promoted it to the five-star hotel in China. The guest
who stayed in such hotel could use and know its comfort. TOTO, now, has
established its bland in Chine as a number one sanitaryware company.
TOTO's
sales amount now has been increasing steadily and they has been developing new
technology, for example, flushing innovation, by which only one gallon (3.785
litter) can flush the waste.
Most of you guys know Game of Thrones but did someone ever talked about their amazing Marketing Campaigns?
First of all, how do you make people aware of a new series and how do you make it unique and rememberable? HBO exactly knew how to do this & here are some examples of how to do this properly.
-Season 1-
Game of Thrones was published in winter properly to their first season ' Winter Is Coming '. Suddenly New York City was covered with posters of Ned Stark sitting on an iron throne. Besides that the San Diego Comic-Con gave people the chance to take a ride of an iron thrones just like the one of Ned Stark.
And to prove, that HBO knows the major cities and the one they are headquartered in, they rolled out Game of Thrones themed food trucks. HBO smartly tapped into people’s willingness to wait in long lines for something cool, unique, and canonically accurate.
-Season 2-
To promote their second Season they realized the appeal of free, in-world goodies and HBO got even more dared. Calling upon a celebrity, they got NY Ink star Ami James to ink the various house symbols on fans who waited in line from as early as 2 a.m.
-Season 3-
Honestly the Season 3 promotion was a bit disappointing at first, I mean, there is nothing special about a dragon's shadow across the wall. In comparison to the eye-catching posters of the past few years.
Turns out it's not . Because suddenly, there were dragons flying over theNew York Times.
And if that wasn't enough, the dragon started to fly all around over LA.
When their offline marketing is already that strong, their online marketing has to keep up with this.
From quotes to animated photos over to teasers. Game of Thrones knows how to entertain their fans and to keep them curious!
I don't need to see any proves, if that wasn't successful, then I don't know what would be.
Hands down, HBO and Game of Thrones are doing a pretty good job, they are definitely not lazy and they would do anything to keep their fans entertained and the series attractive!
Saturday, 15 August 2015
Lay's
Do Us A Flavor
Do
you ever have the experience that you want to buy potato chips but there is not
a favor you like?Don’t worry about this! This
year Lay’s challenging consumers to create new Lay's potato-chip flavors for
the chance to win $1 million or 1 percent of the winning chip flavor's net
sales.You
can see the advertisement on national and regional television spots,national
print adversting,on-pack message and 40,000 in-store displays.The
campaign generated close to 4 million flavor ideas through a Facebook app and
SMS. After more than 1 million consumers voted via Facebook, Twitter or text.
There
are the flavor finalists.
There
are four important factors that make the marketing campaign successful.
First
of all,the contest makes it interactive.Customers can also join to make
decision which types of product they want.And the four contestants will use
their social media circles to spread the world.
Secondly,the
contest encourage trial.And trial increae sales.At least one of the flavor
creat disscution and word of mouth.
Next
one is by encouraging comments,the company can know both good and bad about the
flavor.
Final
one is the campaign connect online social media and traditional media like
print,TV and radio to make a full advertisement.
No matter who you are, where you come from, how old you are or which size you wear..
YOU ARE BEAUTIFUL !
That is the main message of Dove’s marketing campaign from April 2013
Seven women were asked to describe their looks. A man behind a cloth listened to them and asked them certain questions about their eyes, their hair, their mouths..
This men was Gil Zamora, a Forensic Artist and he drew them without seeing their faces before, just with the information they gave to him.
All women focused on their negative aspects in their face; like a imperfect chin or crinkles.
After Zamora had his first sketch from each women, they left without seeing the picture.
Before the women had to describe themselves, they should get friendly with an other person.
Now, this person entered the room, took a seat and Zamora asked them the same questions, but now they should not describe themselves but the woman they talked to before..
The result is amazing..
In a light gallery, all pictures were pointed at the women who had to describe themselves before.
They had the direct comparison with their own description and the way other people see them.
„I look more happy in the second picture.“
„ I look much younger and brighter in the second one.“
„I should be more grateful with my natural beauty.“
The women were impressed about by the huge differences between these two pictures and they are all more beautiful than they thought..
Dove created a short movie about this experiment and established it on an own website.
Within three days the videos had over 2.5 million clicks.
Now, two years later it has almost 6 million clicks.
So, you can see, the „real beauty campaign“ was very successful and helped „Dove“ to propagate their name.
Why I think it is successful ?
Short : Because it is authentic. In this video you do not see the thin, perfect looking, young models you normally see in other commercials.
You see real women like you and me.
Dove caught the most sensitive nerve every woman deals with.. No one is hundert per cent happy with their body.
Apple Incorporation is a multinational company that evolved the concept about computers, softwares and mobile phones. Their principal products are iPhone, iPad, iPod and Macintosh, this company were created by Steve Jobs and Steve Wozniak on April 1976.
In the most recent iPhone campaigns " Shot on iPhone 6", the team responsible for the marketing , they create a special page on website titled World Gallery, where they want shows some photographs taken by iPhone 6 users. Instead of contracting artists, that was a fantastic idea, because they create a closer relation with their customers.
That campaign receive a plenty of pictures, one of the featured artists, was the photographer Julian Bialowas, in which his work was recognised on an Apple billboard around the world as well in the North and South America, Europe, the Middle East and East Asia.
In relation the effect this campaign to the company is every day people take more photo with iPhone than with other camera. Consequently, more people are buying iPhones than another brand, these bring more profit to the company.
In my opinion was a successful advertisement because every day more and more people want change their mobile phones and the first brand they think is in iPhone.
Thursday, 13 August 2015
Evian®
Natural is a famous brand of Mineral Water with a unique mineral balance. In
1878, the FrenchMedicalAcademy
officially recognized evian® Natural Mineral Water’s favorable effects on human
health. “You can enjoy its naturally pure and refreshing taste anywhere, any
time.”
They got an
excellent idea for marketing. Rémi Babinet, BETC’s
chairman and global creative director said "The babies are an essential
part of Evian’s culture and history”. They wanted and special and new campaign,
They thought in a commercial on TV in a dozen countries including France,
Belgium, Switzerland, Germany, the U.K., and the U.S., “we thought it would be
fun to let the babies meet their adult selves, and figured a reflection in a
mirror would be the perfect way to do this. The encounter becomes a symbol for
the vision of youth that Evian represents: a positive attitude and an open
mind, even when it comes to the unexpected." Also, they
developed a free "Baby & Me" app for Facebook, Android, and
iPhone that uses advanced facial recognition software to reveal the user’s baby
face.
"Baby
& Me" is the latest installment in Evian’s "Live Young" creative
strategy, which has ranged from "Waterbabies," BETC’s first TV work
for the brand, featuring an Esther Williams-inspired baby water ballet, to the
2008 spot "Rollerbabies," which, according to the Guinness Book of
Records, became the most viewed online ad ever with almost 250 million views. It was a big hit on social media!! The
campaign allowed people to meet their 'inner baby' increasing campaign
engagement. Sales volume and market share rose in all markets, with improved
brand metrics and 130 million views globally.
The marketing campaign which is
going to be analysed is from Johnsons & Johnsons. Johnsons’ campaign in Brazil has
worked at the same background over a couple of years: basically kids having fun
on their shower time and using Johnsons’ product, here specifically the
shampoo. This campaign has been very
successful, since kids evoke in adults kind of sympathy and call their
attention to their cuteness. Also, the song is very catchy and fun. The unusual thing is that I've never seen such involving and cute commercial for kids like that, so it also
calls kids’ attention and makes them memorize the songs. As a part of merchandising,
the kid is going to be the main means of communication by singing the songs and
insisting to their parents to get one of those shampoos.
Hello everybody. How’s it going? Today I would
like to show an interesting marketing campaign which has been done by
Coca-Cola. This is one of the greatest campaign of “Roll Out Happiness” campaign. The
company is looking to make everyday life
a little less gray with a new video.
The video is hosted on the company’s YouTube
page and features a Coca-Cola truck rolling out a plot of grass in an area
surrounded by buildings. Suddenly, trees and a Coca-Cola machine pop up,
attracting the attention of people passing by. In front of the Coca-Cola
machine is a sign that says, “To open happiness, take off your shoes.” Once
visitors take off their shoes, free bottles of Coca-Cola begin to pop out of
the machine, attracting more attention. As the video zooms out, it becomes
clear that the grassy area is shaped like a Coke bottle.
The video is
simple and looks fun, and it tells a visual story of happy summer memories like
a picnics, outdoors etc… Using the word “grey” in different languages makes the
video international.
As you see
people who experience the event, there is happiness, and everybody smiles. “Where Will
Happiness Strike?” it is a surprising element of the campaign as everybody could
experience it! It also makes the viewer think “I wish I was there”
Cheers
Takanori Otake
What was it marketing?
Coca-cola Marketing campaign
How did they market it?
-> Originating in 1886, Coca-Cola has since gone beyond defining American culture and is produced and bottled locally in almost every country.
How did the company become so popular?
It’s true they produce a drink that people enjoy and have bought several other drink companies to expand their variety. But Coca-Cola has always been a king in the marketing world.
What sets them apart from other companies is the memorable ad campaigns they create that seem to stick around for generations.
From cute commercials with baby polar bears to ads that feature popular athletes like Mean Joe Greene, Coca-Cola has always known how to effectively use television as a marketing tool.
A recent Coca-Cola marketing gimmick that has elicited plenty of smiles is a viral video of a special vending machine. Coca-Cola’s “Happiness Machine” has made an appearance in many countries and is receiving incredible online recognition. The ad is sure to invoke laughter; or, at the very least, a smile. After all, the best memories are made of smiles and laughter:
Was there anything unique or unusual about this campaign?
Enjoy a Coke and a Smile
Most consumers will remember humorous ads: think Super Bowl commercials. How many people watch the Super Bowl just for the commercials? The answer: Plenty. It’s great entertainment.
Good commercials make us laugh, and smart marketers know laughter is memorable, making consumers more likely to remember a product and buy it.
No company has been more successful at this approach than Coca-Cola. The creative genius used in their successful Coca-Cola marketing campaigns goes back as far as 1886 and they have been creating clever ads ever since. Coca-Cola learned early how to make its product memorable.
Beautiful Women Can Sell Anything
Using beautiful women to help sell a product is not a new marketing technique. Coca-Cola was founded in 1886 by a pharmacist in Atlanta, Georgia, named John Pemberton. He sold his new concoction at a nearby pharmacy, Jacob’s Pharmacy, for just 5 cents a glass.
At that time, a beautiful woman on a poster encouraged consumers to “Drink Coca-Cola.” The beautiful girls in Coca-Cola marketing campaigns became so popular they were eventually featured in the book, “Coca-Cola Girls: An Advertising Art History” by Chris H. Beyer.
At the beginning of the twentieth century, consumers wanted ways to make lives easier and their families happier and healthier.
In 1905, a Coca-Cola ad proclaimed, “Coca-Cola Revives and Refreshes,” and in 1924, an ad that encouraged customers to not only “Refresh Yourself,” but bring an easily carried six-pack home, was also a success. It brought coke to consumer’s homes and marketing fame to Coca-Cola.
By the mid-1920s, convincing customers everyone knew how good Coca-Cola really is was easy with campaigns that proclaimed six million bottles were sold each day. Each marketing slogan Coca-Cola produced seemed to be a hit with consumers and Coke was becoming a household name through its many famous marketing slogans.
Everyone Can Relate to Coca-Cola
In 1931, even Santa Claus was known to enjoy a coke from time to time.
In one ad, Santa Claus removes his stocking cap and announces, “My hat’s off to the pause that refreshes.”
To this day, Santa Claus and Coca-Cola continue to be popular around Christmas time, his busiest time of year. It’s no wonder after delivering all those toys Santa Claus wants to relax and enjoy a refreshing drink like Coke.
You Have a Friend in Coke
Another early and successful Coca-Cola marketing marketing campaign was one that led consumers to believe Coca-Cola was for people ‘just like them.’ Coca-Cola wanted to be “Friends for Life,” according to one slogan. The idea behind the ad was the hope that consumers would want to be associated with a company who considered them a friend.
Once again, the strategy worked. The Coca-Cola company in 1948 expanded on that idea when the company came up with a new slogan: “Where There’s Coke There’s Hospitality.”
Throughout the years, the company strived to evoke the image of friendship and fellowship through its many marketing campaigns, and they largely succeeded.
Even Animals Know How to Sell
Frequently, companies have chosen to use animals to help sell their product and the results have often been successful.
Budweiser, a company that touts themselves as the “King of Beer,” uses horses as their animal of choice. The Budweiser Clydesdales and the spotted Dalmatian who proudly rides in the wagon behind them are singularly recognizable to television viewers.
These commercials are some of the most memorable on television and the Internet, especially during the Super Bowl. Some Budweiser commercials make us smile and some can make us shed a tear, but that is what makes them memorable.
With Coca-Cola, the animal of choice was the polar bear. Ads featuring polar bears were earmarked for worldwide audiences and it worked. Polar bears and Coke enjoyed immense popularity due to this genius campaign.
Along with Santa Claus, polar bears are popular around the holiday season and reappear nearly every year in new commercials during the holidays.
In 1971, Coca-Cola launched the famous ad slogan, “I’d Like to Buy the World a Coke.” This campaign featured people from a variety of cultures around the world singing in unity. The commercial and overall campaign were so successful, several requests were made to record the jingle as a hit single:
When the song was finally produced, the company donated all proceeds from the recording to UNICEF, which only added to the company’s positive profile.
Famous Athletes and Performers Enjoy a Refreshing Coke
With the early success of using beautiful women, fictional characters, and animals in their ad campaigns, Coca-Cola began to use famous spokespeople in their ads. Coca-Cola first used a popular musician, Hilda Clark, in 1904.
Since then, Coca-Cola has used many famous people to promote their product, including sports stars, musicians, actors, and actresses.
If you’re looking for a simple way to advertise, how about with a vending machine like Coca-Cola’s most recent clever advertising with the fictitious happiness vending machine? In the video, the company took a common, everyday machine and used it to make millions of people happy.
The ad has been so popular in the U.S. that there is now a similar version going viral in Great Britain.
When watching the ad online, it’s hard not to have a smile on your face. It is this marketing genius that makes consumers remember your product. The best commercials and slogans make us happy — and they are utterly unforgettable.
Following the Coca-Cola Marketing Genius
Coca-Cola does appear to be the king of soft drinks and successful marketing, but there are other companies worth mentioning, too.
Real Beauty for Real Women
Dove is a company that sells beauty products for women. One of their most recent and successful ads, Dove’s Real Beauty, features real-life women. Unlike traditional beauty product ads that feature flawless, thin, beautiful models, the women in these groundbreaking ads have bodies in all shapes and sizes. When real women are featured in beauty ads, real women believe they are beautiful too and are more likely to identify with the advertising campaign.
Cute Marketing Idea
A cute little mandarin orange, known as the clementine, is no different from any other orange in taste and texture. The difference is how the company advertises the orange. Cuties, the name under which they are sold, are specifically marketed to children with its campaign that “Kids love Cuties because Cuties are made for kids.”
While parents are paying the grocery bill, kids are choosing items at the store that appeal to them. The ad appears to be successful, because despite the fact Cuties are more expensive than other oranges, sales are skyrocketing.
Learn From the Success of Coca-Cola
Companies will always find interesting ways to market their product, but they could learn a lesson or two from Coca-Cola: successful ads make a person smile and are memorable. Advertisers have to think about exactly who they want to reach and must find a way to relate to them.
One way to do this is through humor. Make them laugh. Create a jingle they can’t get out of their heads. Make them feel like a special friend. These are tactics Coca-Cola used to successfully market their soft drinks. For over 120 years, Coke has managed to be a recognizable product worldwide due to strategic and clever marketing.
The only two countries where Coke is not officially bought or sold, North Korea and Cuba, may soon find themselves enjoying a Coke and a smile. Eventually the drink’s popularity may find a way in.
Every company’s product is unique, but they have to find a way to market that uniqueness. Brainstorm with your team of advertising professionals, find an animal that no other company has used before, feature children, or do something anthropomorphic. Above all, make it unforgettable!
Follow the Coca-Cola marketing lead and find clever advertising methods or promotions that make your business stick out in customers’ minds. Embrace the spirit of fun. When fun is embraced, smiles and laughter are sure to follow. Image: Coca-Cola/YouTube
The brief was to launch a new beer and have it to be choose instead of the usual one and tasted by new consumers in a very competitive market with huge brands. The strategy was to focus on consumers that aren´t very loyal to only one beer brand, and make them curious about tasting this new beer.
92 years after Senator Volstead, a man who woke once up with a bad mood and decided to start 1920 the prohibition in America. The Senador Volstead beer was created in Spain, with the theme of prohibition. Is there a better way to market the product then by disguising it like in the 1920's?
NO!
First thing to do: Serve it like in times of the prohibition, at hidden places.
The second idea was to create a hidden place online. It's one website hidden inside another. How else would you disguise your website if it was 1920's? Granted, the Internet wasn't there to this time. You can hide a thing in many ways, they decided it to disguise it as a teddy bear shop.
When you visit the website firstly you only see the teddy bear shop. But then...
...the website gives you a hint. The only thing to do is change the size of your window. After a few seconds you'll come to their secret website. It's magic.
I think this is pretty amazing to market a product on a way like this. So that nobody can see your product. It' s a very brave step of the company to do it like this. There are many marketing campaigns in the world, but you may remember only a few. but a think like this you can't forget. You need the right method stick your product in mind of your costumers. They think it's not just about the product it's about creating a new experience.
And finally how can you forget a brand that used the prohibition theme to market their product?
