Nescafe Gold and Maccona New Inspirations Range Communication Objectives - Case Study Example

Running head: MARKETING COMMUNICATIONS Name: Lecturer: Course: Date: Marketing communications Part1: Critique elements of the communication piece for the two brands in terms of the communications objectives, creative strategies & tactics used as well as target customer and market partitioning/ competitive frame involved 1.0 Communication objectives The main communication objective in the ads is set to create brand awareness. Communication objectives within the two brands Nescafe and Maccona are generally set to create consciousness, acquaintance and conception to the target market or audience. Young (2010) argues that the main communication objective in a new product such as “Nescafe gold” and “Maccona New inspirations Range” is to familiarize the clients with the product presence in the market. The specific objectives being sought by the communication of a products existence in the market is to create a positive brand attitude with the consumers that shall encourage them to use and buy much of the artifact. The factors that the commercial revolves around are easy to influence a consumer to try the product. This means that a creation of a affirmative attitude is critically the main point revolving around the Nescafe Gold commercial and Maccona New Inspirations Range. In addition, the advert objective does revolve around the shaping of altitudes of clients towards the brand and stimulate desire. This is because it seems that the Nescafe products have been in the targeted market but the “Nescafe Gold” may or may not have bee there. The commercial tends to send the message that the specific products; Nescafe Gold and Maccona New Inspirations Range are available in the market and it is aimed at making sales. The sought to be accomplished goal in the adverts was to communicate the availability of the particular brands of the two companies, familiarize the clients with the product and ensure that the brands do sell significantly. 2.0 Creative strategies and tactics used In both commercials, creative communication, marketing and adverting tactics are used. The strategy of defining the key target groupings and the identification of the relevant approaches towards effective delivery of the main message is practically employed. This strategy has enabled the delivering of the information and the time frame for the effective analysis of the commercials. The strategy of “perception is reality” is creatively and tactically utilized in the commercials. Both Maccona and Nescafe are struggling to make sure that they have their clients perceive what they are offering to the market positively. This is because what the clients distinguish about a brand, is what to them accord to reality. This makes the two organizations to reach out to the clients in a more logical approach. The most creative tactic used in the two commercials is advertising. The companies in this case, have chosen to go for “Youtube” as the channel of communication through the internet. This is a specific tactic that the commercials have employed to reach out to the clients. Lastly, sales promotion is another tactic that the two commercials have adopted. For Maccona, more specifically, the commercial is out to advocate for more sales. The commercial where the lady makes returns to the shop to order for some more of the Maccona brand, is designed for no other relevant reason other than bulk buying. Bulk buying on the other hand sets to ensure that the company makes significant sales of the particular product. 3.0 The target customer The communication targets Ladies and gentlemen between the youth stage; that prefer hot drinks as opposed to the cold ‘junk’ drinks and the aged. The target comprise of the market that is likely to buy the products. According to the Maccona commercial composition of both female and male gender, the target market is comprised on both sexes. The lady who makes frequent returns into the shop is youthful, which means that, the commercial is designed to reach to the youthful generation. The lady shows much liking of the product and orders for more, proving that this is a real market that the product is aimed to reach out. An aged man is second on line in the Maccona commercial and he is a justification that the aged are also targeted for the product. Nescafe gold on the other hand, is targeted at the youthful market. This based on the fact that it’s a young lady who appears in the commercial regarding the aroma bit is set to pull more youth into the usage of the product. The mechanism of reaching out to the target markets in both commercials is through the internet and Television. This is because majority of the target market is familiar with the internet and they occasionally are into it. Based on the composition of the commercials, the Television another avenue used in the communication of the products existence. The communication is country wide for the Maccona products and statewide for Nescafe. Maccona commercial is set to reach out to the Australian market, while Nescafe gold targets the global market. The commercials have a soft tone and reasonable systems to ensure that they shall be able to accomplish the target effectively. The message is well communicated and it is a positive ad towards the familiarization of the brands. 4.0 Marketing partitioning Marketing partitioning is an approach that the commercials have embraced to ensure that the intended information does reach out to the respective audience. The approaches are based on various aspects. Geographical partitioning; For Maccona’s case, as an example, the target market is based in Australia and not other parts of the globe. This is because the advert does addresses the Australian location in that it only runs in Australia and the market in other parts of the globe are not aware of the “New Maccona Inspirations Range” tea. Social economic partitioning is another approach employed in the marketing partitioning approach. This is a demographic approach that partitions market based on the gender and age variables in addition to the income, occupation, sex and stage in the family lifecycle. The commercials in this case, have targeted both male and female, the young and the aged, married and the unmarried. The companies have sought o reach out to specified markets in the family lifecycle. Market partitioning has as well been dictated by psychographic approaches. This is aiming at customers with similar attitudes and values as well as those leading same lifestyle. Market petitioning has also been associated with product related approach. This is based on the client’s relationship with the product. Nescafe has embraced this approach in an extensive way for its “Nescafe gold” brand. In summary, the marketing partitioning has been dictated by the geographic, demographic and psychographic characteristics of the intentioned souk. These are the factors that have been utilized to differentiate the sought to be reached out to populace. Part2: Discuss to what extent you believe the two selected brands appear to be using communications/ campaign planning approaches to develop their communications campaign. According to Taylor (2005), the planning of communication is the art as well a science that is applied to reach out to the target market via the channels of marketing communication. Such channels do comprise of the advertising, experiences and direct mail as examples. For effective communication to be realized, these approaches must in one way or the other be adopted significantly (Taylor, 2005). As far as the two selected brands are concerned, I do believe that the two are using communications planning approaches in a large extent. This means that the two brands are not compromising on any of the communication planning approaches in any way and for them to achieve the sought goals, its fundamental that they stick to practical approaches in communication. Adverting as one of the communication approaches and a planning element in commercials, it has been embraced by the two elements in non-measurable extents. The commercials revolve around reaching out to the targeted market for the purpose of altering attitudes, creating a positive perception and advocating for company product sales. The approach has been the core of the organizational brand familiarization and I do believe that this amongst other approaches, it has been extensively utilized. The planning for communication and its approaches are systems that are used and they serve as a guide to the communication efforts that are involved in the whole duration of the commercial drafting and conveyance. The planning aspect of communication is a live stage and it’s improvised as far as the client’s needs are varied (Ferguson, 1999). The planning approaches enable the conveying of the right message, which involves from the respective raconteur to the practical audience, and through the precise conduit and time. The approaches that govern communication have been utilized fully in the two brands commercials, to ensure that they are used in the right channels, with the right communicator and receiver and in the right time. If the approaches could not have been embraced largely, the effectiveness of the commercials could have been faulted extensively. The commercials have been effective because such communication planning approaches have been used to the later in the development of the commercials. According to Ferguson, (1999), a communication planning approach does facilitate the definition of “who” is the target audience, ‘what’ is the key message to be articulated and “when”; it specifies the time that each of the message has to be delivered. The commercial planning approaches ensures that the reason “why” and “how” as well as by ‘who” are spelt out clearly to ensure that the commercials are effective as anticipated by the brand companies. The two brands have utilized the communication planning approaches in large ways became they have been able to tackle the above variables effectively. Based on the above arguments, I do believe that the two selected brands; the Maccona and the Nescafe Gold have extensively used the communication planning approaches in their development of the communication campaign. References Ferguson, S. (1999). Communication Planning: An Integrated Approach, Thousand Oaks. CA: Sage. Taylor, J. (2005). Space Race: An inside view of the future of communications planning. Uk: John Wiley & Sons. Young, A. (2010) .Brand Media Strategy: Integrated Communications planning in the Digital Era. NY. Palgrave Macmillan. Read More