'Compare a product(beer) in two different brand Essay\r'

' insertion\r\nIn order to understand the t culminationency and significance of the integrated converse process, it is multipurpose to comp be to cross within the like product division. This underwrite masterks to provide an disposition of the effectualness on parkway strategies. In doing so, a critique of the contrasting creative strategy and communication fair games allow for be attained. An insight on prat food grudgeet place and commercialize partitioning approach comes into the scope of this report.\r\nProduct Category\r\nThe product category chosen is food/drink product, particularly on beer product. The following two suckers are both from foreign mart, with high disposition in Asiatic and Europe respectively.\r\nOur tiger Beer ride was â€Å"Discover the tiger” sourced from The nervus (February 2003) (See appendage A).\r\nThe competing sucker for comparison allow for be the â€Å"reassuringly Expensive” campaign from Stella Artois d sensation by BBDO, which was an award-winning ad on some(prenominal) publicise ceremony. (See Appendix B)\r\nCommunication Objectives\r\nSince tiger Beer is unfamiliar to Hesperian commercialize, the objective here mainly tensenesses on soft touch awareness to the place customer. boost consumers who start never try our marque to try it by use a creative headline. In this sense, our disfigurement is making known target customers the existence of our brand, try to pass over into the Western market. We aimed to change the target market’s image of Asian brand and move consumers finished to secure. In fact, Asian beer brand are rarely advertize on Western countries magazines, tiger Beer appetency to differentiate itself from other foreign competitors through the moment â€Å"Discover the tiger”. Which chance on a high awareness by leaving a question mark to most of the endorser.\r\nThe communication objectives for Stella Artois include brand attitude and brand recognition. As this beer has been on the market for a long time, denote has moved from brand awareness to brand recognition, it wants consumers to associate the brand with their lifestyle. Stella Artois’s objective is to ensure its allowance beer position in the market by matching the satisfactory quality beer with â€Å" rise up quality heap”. Since they well understand their target market’s ask, the campaign theme is to abidance a irresponsible attitude towards the brand.\r\nAs you can see in the ad, the communication message is aim directly to a specific assemblage and the idea is not bad(p) amount competitors. In more than situation, potential difference buyers become aware of more than one brand in a stipulation product category (Rossiter 1997). Therefore, Stella Artois has used an trenchant visual message on this campaign to evoke viewers ’emotion and maturation the percentage of consumers in the target market who associate specific features or lifestyle with their brand.\r\nTarget market\r\nBased on the communication objective, it is clear that two advertisements do distinctly different target markets.\r\nFrom the tiger Beer advertisement, we can infer that the target market is comprised of upstart male between the ages of 18-25, ascribable to the fact that the advertisement was advertised in The baptistery. This magazine has a refship comprised predominantly of young male between this age separate. This group of people may pee-pee already heard of tiger Beer, and are flavor for more confirmation from reference group. They are likely to try clean thing, brotherly connections and quality of the beer are important factors in the decision-making process. In a certain extent, this group is favourable brand switchers. Their awareness may change over time and causes less-frequent purchase of our brand, unless we can provide a moderately favourable attitude towards the brand (Rossiter 1997).\r\n objet dart Stella Artois was aimed at brand recognition, they overhear an establish customer soil, which can be depict as brand loyal (Rossiter 1997). They have strong favourable attitude toward our brand, they way forward to purchasing a allowance lager, which delivers quality and satisfaction. Stella Artois is simply about quality, not price; drinkers will pay a premium price for Stella Artois due to its trueness to quality. Certainly, Stella Artois is affordable to them as they are in middle or high-income group.\r\nFrom the above, the following tabulate summarises and contrasts the target markets characteristics.\r\ntiger Beer Stella Artois\r\nAge 18-25 25 or above\r\nSocial emplacement Middle income classAsian backgrounds Higher incomeHigher education direct\r\nPurchase behaviour Brand switching Brand loyalty\r\nLifestyle modern irreverentSocial activities Quality lifestyleStyle society\r\nFactors influenceDecision-making Reference groupFinancial statusCulture/ ami cable class SituationEmotionPast decision\r\nMarket aligning\r\nIt is obvious that both company have differentiated their brands from others in the minds of the target market. It would be significant, as a link postulate to be established between the brand benefits and the target consumer to create a positive brand image in resemblance to competing brands. both of the ads have positioning strategies that focus on the consumer rather than the competitor.\r\nØ Repositioning\r\nTiger Beer adopts this strategy due to the recent betrothal by Western countries and targeting it to a new market segment. Since they have previously be up a good theme in Asian countries with value, quality and taste. Tiger Beer has chosen to direct it’s advertize to younger who prefer adventure. Moreover, it was positioned itself as a mystery Asian flavour preferably of maneuverive and excitement image with their sport sponsorship campaign. ( combust & Belch 2001)\r\nØ Positioning by product attributes and image\r\nStella Artois is positioned on the basis of particular characteristics that differentiate it from its competitors. The slogan â€Å"reassuringly Expensive” has been used since the 80’s. The find benefit stressed here is the quality, prestigiousness image and value, which is the basic category need for a premium beer. Such elements are usually started at the top of the partitions; Stella Artois was well planned for it’s customers to evaluate these elements in their decision-making process.\r\nCreative Strategies & Tactics\r\nThis involves several(prenominal) elements to bring out the central message for the advertiser to achieve their desire outcome. The stronger the idea, the more effective the ad can pass to consumers. As both of the companies have modify the communication objective to fit for target market, we can see that both companies have effective use their budget to teddy away from traditional beer advertising.\r \nØ Advertising Appeals\r\n some(prenominal) of the ads are using an emotional search as a basis. For the Tiger Beer, we see an Asian woman in the concentrate on of the picture. The woman looks straight at the reader of the ad and holding a picayune kerosene lamp, burning. Next to her is a ricksha with a feeding bottle of Tiger Beer in the seat. The street was extremely dark and tongueless with some Chinese glim at the end of the street. The advertisement tries to attract the reader with the whimsicality of the mystical and strange. (See appendix A)\r\nStella Artois uses a residual advertising approach on their current campaign. The campaign background is luxurious, elegant furniture such as a cause chair or a piano, which is creation damaged with an turn overed cap place on it. The ad appears to be fair but hard to understand, unless viewers of the ad have some ideas on the brand. For the target market point of view, it was highly associated with the Stella Artoi s brand image. And leave a strong quirkiness to the viewer. (See appendix B)\r\nØ Headlines and optic elements\r\nThe Tiger Beer using a question in Chinese at the top right passel corner to enhance the Asian feeling. The meaning of that heading is: â€Å"Do you have bowel?” Which implies that Tiger Beer is an Asian mystery to westerly countries, try this beer if you are brave enough. It hopes to bugger off an answer of â€Å"Yes, I do, I will try the beer.” Secondly, there is a sub-heading at the bottomland of the ad: â€Å"Discover the tiger”. So what is the connotation of this advertisement? Firstly, it tells the reader that when he or she drinks this beer, they will â€Å" expose the tiger”. There are several connotative meanings represented in it. It depends on the view the reader takes. For example, we can take up that the woman represents the tiger. She is the one to appear strong, to harbour the situation. The black hair and black lim n and dark eyes give her a mystical and dangerous appearance. Moreover, the content of call down are of sexual nature, which is effective in gauging the attention of its target market.\r\nStella Artois continues to use the â€Å"Reassuringly Expensive” as sub-heading at the bottom of the ad. The wording is small as for the coda after reading the visual elements. Which march on the target customer to believe that Stella Artois is a good quality beer, it is worthwhile to open up the bottle on the march on of the furniture immediately without looking for the bottle opener. This slogan can build up a resonance with the target audience and has adopted across all of its advertising to reinforce the perception that this is a premium beer. The overall picture was simple and clear, cypher else. It would be enough to convey a sense of premium quality. (Paul Messaris 1997)\r\nØ Advertising Media\r\nBoth advertisements were found in fashion magazines. As magazines have narrow ex posure levels, ecological niche magazine such as The Face and I-D have directly targeted to the intended audience. Generally, an effective communication campaign relies on budget. Tiger Beer has trade-off between reach and frequency. In this case, what Tiger Beer doing is reaching a fewer people a lot of times. Tiger Beer has used several advertising bring up and spent the same budget in only one media, such as magazine; therefore, a much little do of people will be exposed to the advertising, but they will be exposed very frequently.\r\nIn contrast, Stella Artois sprinkling their budget across a number of different media. According to a interrogation in UK, it allocates the largest slice of spent on TV commercial, followed by magazine and billboard. The reason is that Stella Artois use other communication carry such as magazine to make to campaign stronger and gives the overall communicate weapons platform a greater synergy. (AdNews 28/2)\r\nBibliography\r\n1. Rossiter, h indquarters & Larry Percy, Advertising, Communications & Promotions Management, 1997, McGraw-Hill.\r\n2. George E. Belch & Micheal A. Belch, Advertising and Promotion, An Integrated selling Communication Perspective, 2001, Fifth edition, McGraw-Hill.\r\n3. Paul Messaris, Visual Persuasion, The role of image in advertising. 1997, apt Publications.\r\n4. AdNews 28 February 2003\r\n5. Asia Pacific Breweries LTD (Annual Report 2001)\r\nhttp://www.apb.com.sg/report/01-brews.html\r\n6. Tiger Beer Corporation\r\nwww.tigerbeer.com/main\r\n7. Stella Artois Homepage\r\nwww.stellaartois.co.uk\r\n'