The Product and its Benefits
What is the product? – Give a brief description of the product. Also write briefly about the brand.
Advertisement of a product is crucial for every business organization to enhance the awareness among the target customers. However, it is important to select the type of advertisement based on the product category. In order to create awareness among the customers advertising campaign is an effective method of the product promotion (Parente and Strausbaugh-Hutchinson 2014). Advertising campaign includes a group of messages that are similar in nature. However, the time frame of the advertising campaign is specific and well-defined. The main purpose of the advertising campaign is to inform the people about the product and to convince them to purchase the product. This study deals with the effectiveness of advertising campaign in the context of Scheckter’s Organic Original Energy Drink. This is a healthy drink offered by Woolworths across Australia.
Woolworths is an eminent retail sector in Australia. It has a large supermarket chain across Australia. However, in the recent years, people are more health conscious. Based on the current demand of the people, Woolworths has introduced Scheckter’s Organic Original Energy Drink in their store. This organic drink is manufactured by Scheckter, which is a UK based manufacturer. Therefore, this energy drink is delivered to Woolworth’s store to meet the current demand of the people. Scheckter’s Organic Original Energy Drink is a healthy drink and it is free from artificial color and flavor (Woolworths.co.za 2018). No preservatives and taurine are added to this drink. The major ingredients of this drink include sparkling water, organic elderberry juice, concentrated fruit juice, organic ginseg, organic ginkgo biloba, natural caffeine, organic lemon juice, organic raw cane sugar and organic pomegranate juice. However, health drink is a common drink for everyone. Especially the children and the young aged people take an energy drink to get refreshment in their routine bound life. Hence, Scheckter’s Organic Original Energy Drink is a healthy drink for people as it contains high nutritional value and zero additives. In the recent years, Woolworths has taken initiatives to create awareness among the people regarding the effectiveness of the organic drink. Thus, they have decided to organize an advertising campaign to introduce Scheckter’s Organic Original Energy Drink among the target people.
The campaign advertising of Woolworths for Scheckter’s Organic Original Energy Drink includes the following objectives:
- To develop a strong brand image and increase awareness among the customers by delivering appropriate product information
- To influence the purchasing decision of the customers by keeping their value
- To enhance the market share and growth through the selling of the product
- To maximize the perceived value
An organization needs to consider ethical requirement while advertising a product. However, often the customers are diverted by the false messages during the advertisement (Wang et al. 2018). As a result, they take wrong decision while purchasing the product. Woolworths tries to develop a strong brand image by delivering appropriate product information. Their advertising campaign for Scheckter’s Organic Original Energy Drink focuses on delivering detailed product information to the customers. According to the Competition and Consumer Commission, consumer has the right to get true information during the advertisement. Hence, the campaign objective of Woolworths fulfills the principle of this Act. On the other hand, Woolworths focuses to influence the buying decision of the consumers besides keeping their value. Therefore, they want to enhance their market share by this campaign. This can be done by following the legal requirement. Woolworths follows Alcohol Beverage Advertising Code (ABAC), while marketing this organic drink through the campaign.
Advertising Objectives
Healthy drink is preferred by each age group of people. However, to promote Scheckter’s Organic Original Energy Drink Woolworths has targeted the age group between 10 to 45 years. However, this age group is the main target audience for their product. This age group covers both children and adult. Children and working people prefer energy drink to get refreshment in their busy schedule (Lee et al. 2015). Based on this concept Woolworths has selected their target audience. On the other hand, such age groups of people are more health conscious thus; they prefer to buy a healthy drink.
In order to promote a product environmental analysis is crucial for an organization as it helps them to understand the behavior of the customers. The cultural factor is one of the major environmental factors that influence the purchasing behavior of the customers. However, individuals belong from different cultural backgrounds as a result, they have different viewpoints, habit and beliefs, these often influence the buying behavior of the individuals (Rani 2014). As for example, in Australia people from different cultures prefer healthier eating habit. This will give a great opportunity to Woolworths to sell their organic drink to their target customers. Social factor is another major factor of environmental analysis. Social factor refers to the social class of the consumers. Australian people are categorized into upper, middle and lower class in the society. Therefore, maximum people in Australia belong from working class thus they have a tendency to adopt the healthy eating habit to boost their energy. This is a positive aspect for the promotion of Scheckter’s Organic Original Energy Drink among these people. On the other hand, the income level of the Australian people is good due to a large number of working people. This will give chance to Woolworths to get a good response for their organic drink. Personal factor focuses on the age, lifestyle and economic stability of the individuals (Blakeman 2015). Different persons have different personalities as a result; their choices also differ from each other. This influences the purchasing decision of the customers. Therefore, the lifestyle of consumers leads them to purchase or reject a product. Australian people follow good lifestyle those belong from the upper-class family. This leads them to purchase healthy food products.
Economic factor refers to the economic stability of a country and the income level of the consumers (Wang and Chou 2014). In Australia the GDP is high and a maximum people are working people. As a result, the income level is high in this country. This will be beneficial for Woolworths as high income leads the people to purchase high-quality product. Scheckter’s Organic Original Energy Drink is good quality drink and its price is high. Hence, the Australian people have the capacity to purchase the product. Psychological factor includes motivation and perception of the individuals. Australian people are highly educated thus they have knowledge about the importance of healthy eating habit. This leads them to purchase healthy food products. As a result, such perception of Australian people will be beneficial for Woolworths to enhance their market share by promoting Scheckter’s Organic Original Energy Drink across Australia
|
Particulars |
1st month |
2nd month |
3rd month |
|
Social media |
$880 |
$900 |
$980 |
|
Newspaper |
– |
$1440 |
$1620 |
|
Magazine |
$2100 |
$2370 |
– |
Target Audience
Figure 1: Budget Plan
(Source: Author)
Total Budget -$10,290
From the above budget table, it has been received that advertisement through the magazine is the most costly. However, Woolworths will use magazine advertisement for the first and second month to promote their campaign for Scheckter’s Organic Original Energy Drink. Therefore, they will use newspaper as their campaign advertisement activity for the second and third month. The most important activity is done by using social media marketing method. This is crucial to deliver information regarding campaign advertising for Scheckter’s Organic Original Energy Drink. Therefore, social media advertising is the most cost-effective activity in comparison to other activities.
In order to make a schedule for an advertising campaign length of the campaign needs to be selected. In the context of Scheckter’s Organic Original Energy Drink, the campaign length will be 12 weeks as per the advertisement activity. Woolworths has selected SEO Perth and advertising agency to organize the campaign. They will provide service at reasonable price and their price is negotiable. In order to organize the campaign Woolworths needs to follow the principle of Australian Communications and Media Authority, Australian Competition and Consumer Commission, Free TV Australia and Australian Performing Right Association. These are major codes of practices that are required to maintain during the advertising campaign. Media scheduling is the last step of advertising campaign. Woolworths will take continuity scheduling as a result, the media spend will be spread throughout the year. Product scheduling will be done by ensuring that the finished product will arrive at the media or printer network within the proper time. Product scheduling begins by examining the closing date. 12 weeks are selected for the campaign and out of 12 weeks 6 weeks are selected for social media, 2 weeks for newspaper and 4 weeks for magazine advertisement. For product scheduling 3 weeks will be taken. Milestone is the significant checkpoint for a campaign advertisement (Blakeman 2015). To monitor the progress program evaluation and review technique is used. Therefore, the expenditure is $9,220, however, the total budget was 10,290. Hence, the campaign activity is done within the budget. In order to evaluate the expenditure against budget cost-benefit analysis tool is used by Woolworths. However, use of marketing metrics will be an effective milestone for Woolworths to analyze the effectiveness of campaign within the schedule. Marketing metrics is beneficial to measure the outputs of the current advertising campaign for Scheckter’s Organic Original Energy Drink.
|
Scheduling |
Time-12 weeks |
Expenditure-9,220 |
||
|
Product scheduling |
3 weeks in first month |
$1,250 |
||
|
Media scheduling |
Social media 6 weeks Expenditure-$2000 |
Magazine 4 weeks Expenditure-$2500 |
Newspaper 2 weeks Expenditure-3,470 |
$7970 |
Figure 2: Scheduling
(Source: Author)
Conclusion
The above piece of work deals with the advertising campaign to promote the product Scheckter’s Organic Original Energy Drink. This is an organic drink product introduced by Woolworths in the market. However, from the environmental analysis, it has been received that that social, cultural, personal, psychological and economic factors have a great impact on the purchasing behavior of the consumers. Moreover, among the various media social media is the most cost-effective way to promote an advertising camp.
References
Blakeman, R., 2015. Advertising campaign design: Just the essentials. Routledge.
Lee, W.B., Fong, G.T., Dewhirst, T., Kennedy, R.D., Yong, H.H., Borland, R., Awang, R. and Omar, M., 2015. Social marketing in Malaysia: Cognitive, affective, and normative mediators of the TAK NAK antismoking advertising campaign. Journal of health communication, 20(10), pp.1166-1176.
Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.
Rajasekar, D., 2018. A Study on Purchase Decisions of Celebrity Endorsement on Advertising Campaign in Influencing Consumer–Impact Analysis. International Journal of Supply Chain Management, 7(1), pp.230-235.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), pp.52-61.
Thompson, E.R. and Prendergast, G.P., 2015. The influence of trait affect and the five-factor personality model on impulse buying. Personality and Individual Differences, 76, pp.216-221.
Wang, E.S.T. and Chou, N.P.Y., 2014. Consumer characteristics, social influence, and system factors on online group-buying repurchasing intention. Journal of Electronic Commerce Research, 15(2), p.119.
Wang, R., Liaukonyte, J. and Kaiser, H.M., 2018. Does Advertising Content Matter? Impacts of Healthy Eating and Anti-Obesity Advertising on Willingness to Pay by Consumer Body Mass Index. Agricultural and Resource Economics Review, pp.1-31.
Woolworths.co.za. 2018. Scheckter’s Organic Original Energy Drink. [online] Available at: https://www.woolworths.co.za/store/prod/Food/Beverages-Juices/Energy-Sport/Scheckter-s-Organic-Original-Energy-Drink-250ml/_/A-5060248350010 [Accessed 9 May 2018].
Zhan, Q., Zhang, J., Philip, S.Y., Emery, S. and Xie, J., 2017. Inferring Social Influence of Anti-Tobacco Mass Media Campaign. IEEE transactions on nanobioscience, 16(5), pp.356-366.
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