Strategy and Planning Work

ADV180 Strategy and Planning Assignment 2 - Preventing Failure Lauren Ashton 1500091 Released in 1996, The Arch Deluxe is considered to be a failed product by fast food giant McDonalds. The burger was available to the consumer under a new, special strategy of being the meal with the ‘grown up taste’, promoting it as a being made for adults, and not for children. Spending $100 million on advertising the // //PREVENTING FAILURE adult burger, this campaign has the highest budget on the commercials, depicting children hating the taste of the product, as it was too ‘mature tasting’. The main failure of this product can be defned by the misdirected advertising. The advertising displayed was unsuitable for the consumer market which McDonalds are targeting, and did not appeal to the primary target group of existing ARCH DELUXE BURGER MCDONALDS customers. Aiming to affrm the idea that the brand offers sophisticated foods, the company overlooked that this was not what the brand was known for doing, and was chosen by consumers for convenience, not taste. Dave Miller attacked this ‘compete on taste’ strategy shown within the ads, stating that ‘We don’t come to the Golden Arches on the merits of taste and tantali-zation and culinary delight. We prize your brand on friendliness, cleanliness, consistency and convenience.’, noticing that the brand had lost its touch with the consumer market, and was shifting its advertising towards an inappropriate goal. Furthermore, the substance of the commercials did not connect audiences with the idea that they should buy a burger simply because children didn’t want it. Instead of going with the familiar adverts promoting fun and being family-friendly, it missed the needs of the market, and therefore factored into the ineffectiveness of the campaign. Another mistake made within the production of the burger was the heavily reliance of the market research, and taking it as the gospel truth. Within this market study, after conducting quantitive research, the product seemed to be considered a great idea, and that adults would love to have a burger was was specifcally designed for them. However, when the product was released, this seemed to not be the case, and customers were still opting // for the favourites of the menu, and ones which were considerably cheaper. The cost was another debilitating factor of the product, being one of the most expensive items on the menu at the time, customers were less likely to entertain the idea of buying it, considering it a waste of money if they disliked the product. This, in turn, was the failure which started the reversal of McDonalds strategy of pricier items, and begun the production of low cost fast food. After looking at this case study, it is apparent that the main feature to blame was the advertising. This is due to the fact that the strategy behind the adverts did not appeal to the already existing target market, and therefore the product launch was set to fail. The advertising should have worked off of the idea of convenience and the friendly brand reputation, neither of which is in the tone of the commercials. Perhaps if the strategy was changed to focusing of appealing to adults, rather than attempting to promote superior taste too, the advertising may have helped the product launch fnd a place with the consumer. Word Count: 506 ADV180 Strategy and Planning Assignment 2 - Preventing Failure Lauren Ashton 1500091 ADV180 Strategy and Planning Assignment 2 - Target Market Lauren Ashton 1500091 Re-positioning Famous Grouse whiskey as a brand and product that is aimed at MARKET// //TARGET young adults is a particularly diffcult task to do. This is because these new consumers have largely different interests to the primary market of this product: mature adults. Because of this, our advertising campaign has been focused on targeting the young adult market entirely, as the gap in interests was too large to bridge with an advert, and people who are currently buying the whiskey have a sense of loyalty towards the brand, therefore likely RE-POSITIONING FAMOUS GROUSE to stick with it. Our main goal then became to appeal to youth culture without infringing on the rules on advertising alcohol set by the ASA. Our fnal campaign is focused on print advertisements only, as this media is something which is our intended market are not exposed to regularly, and are therefore more likely to respond in a positive way, instead of dismissing it. For this campaign we created quantitative research. We took two separate groups from the same demographic, but from different geographics for comparison of opinions. From this, we discovered that whiskey was not considered a popular drink to be had, and that people in the young adult market prefer to drink as a social activity than drinking on their own. The majority of people considered it to be a masculine drink to have,and the females we surveyed were put off by this. From our research too, it became apparent that there was no change in drinking patterns from the two geographic groups, which created a basic understanding that there might be a trend of opinions within the south east location within our market, so our advertising must be able to reach a wide range of people. Based on this research, we decided that we should promote the drink as being a social activity which can ft into normal day life, so that we could appeal to the casual drinker. We also decided to appeal to a male consumer base too, as this group are more likely to drink whiskey, and therefore would be an easier soft sell towards, // and this is how we created the tagline ‘Always there for a Bro’. The idea around this campaign is to promote social drinking in bars and at home by showing how it can be used to strengthen the bond between friends. By using the colloquial word ‘Bro’, it aims the advert at the correct target adience in both age and gender, and would shift the demographic as we intended. The style has been set out as quite visual in representations of friendship, and only shows the product in the background, not holding attention at frst. This not only helps apply to the rules of the ASA, but doesn’t bombard the target audience with the product as many adverts do, and therefore the consumer is more suceptable to this style of advertising. By using print adverts too, it makes it easier to target the male audience exclusively, as we can place these adverts into specifc magazine which has a larger male consumer base, and therefore it would be more effective. Word Count: 521 ADV180 Strategy and Planning Assignment 2 - Target Market (Magazine Advert) Lauren Ashton 1500091 ADV180 Strategy and Planning Assignment 2 - Target Market (Double Page Spread) Lauren Ashton 1500091 ADV180 Strategy and Planning Assignment 2 - Target Market (Billboard Poster) Lauren Ashton 1500091 ADV180 Strategy and Planning Assignment 2 - Organising Idea Lauren Ashton 1500091 The Economist’s advertising campaign, created by David Abbott, has been //ORGANISING IDEA// sustained over time with the iconic red background and white text, using humorous and witty one liners to promote the brand. Aimed at a target audience of middle class adults interested in current affairs, the adverts had the objective to make the audience aware of the benefts of reading the Economist against its competitors. This is due to the fact that the British newspaper, when this campaign was frst produced, was a small company with a small base of consumers, and considered different due to its nature of delivering high brow and current issues, and this was considered to be the insight of what THE ECONOMIST should be advertised. The target market chosen, too, is suitable to aim the campaign, due to the informative nature of the magazine, the intellectually humorous lines which have been selected to appear within the adverts, and how knowledge of current affairs is needed to consider the advertisements comical. Due to the objective, the strategy became simple: by showing that Economist readers are one step ahead of the game. This gave way for the thinking of how The Economist readers are deemed more intellectual, and therefore based this as the main beneft of the product. This strategy is successful at being relayed into the work, and is effective at engaging with the at targeted audience. // Based on how these adverts work on the pre-existing knowledge which the consumer has to access the advert, it allows for a self-gratifcation response to be the primary emotion present, and boosts our confdence in our abilities. This, when the advert is fully understood, makes the consumer feel that their perceptive nature is deserving of The Economist, and, at bare minimum, leaves a lasting impression of the advert, making the campaign effective. From analysing this campaign, it is diffcult to pinpoint a proposition, because of the fact that there is no tagline for the minimalist campaign, but it might have been similar to ‘stay intelligent’, as this is the common key to the humorous messages displayed. By leaving a proposition out of the work, it makes the work appear more minimal, and only allows the memorable graphical style to be the unifying item within the advertising, which both gives more freedom in what can be said, and stops the advertising becoming repetitive over time, aiding the longevity of the campaign. The visual language used throughout the campaign helps with how the idea works. The use of a serif font creates a connection with formality, as it is a common preconception of the style. This gives the advert the connotations of being important and truthful in what is said, and implicitly implies a higher degree of comprehension and wisdom has been deployed within the words itself.

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