• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Final report on Packaging (Davif
 

Final report on Packaging (Davif

on

  • 1,175 views

 

Statistics

Views

Total Views
1,175
Views on SlideShare
1,175
Embed Views
0

Actions

Likes
0
Downloads
13
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft Word

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Final report on Packaging (Davif Final report on Packaging (Davif Document Transcript

    • Table of ContentsExecutive summary......................................................................................................................... 4INTRODUCTION .......................................................................................................................... 5The History of Coffee ..................................................................................................................... 5Coffee Review: Davidoff Fine Aroma ............................................................................................ 6The packaging role .......................................................................................................................... 7Marketing Mix ................................................................................................................................ 9 Place ............................................................................................................................................ 9 Product ........................................................................................................................................ 9 Price ............................................................................................................................................ 9 Promotion.................................................................................................................................... 9Executive summary....................................................................................................................... 11Pepsi History. ................................................................................................................................ 11INTRODUCTION ........................................................................................................................ 11 The Script .................................................................................................................................. 13The Advertisement ........................................................................................................................ 14 The objective of the advertisement ........................................................................................... 15 The Targeted Consumer ............................................................................................................ 16 Medium used in the advertisement ........................................................................................... 16 Advantages of This Advertisement. .......................................................................................... 16 Disadvantages of This Advertisement ...................................................................................... 17Appeal used in the advertisement. ................................................................................................ 18 Humor Appeals: ........................................................................................................................ 18 Subliminal Advertising: ............................................................................................................ 18 Testimonial: .............................................................................................................................. 18 Repetition: ................................................................................................................................. 18 Audio-Visual Media Advertising:............................................................................................. 18 Covert Advertising: ................................................................................................................... 18Appendix ....................................................................................................................................... 19 Appendices 1 ............................................................................................................................. 19 Turkish Style Coffee ............................................................................................................. 19 Appendices 2 ............................................................................................................................. 20 Davidoff Products ................................................................................................................. 20 Appendices 3 ............................................................................................................................. 20 1
    • Davidoff Gift Box ................................................................................................................. 20 Appendices 4 ............................................................................................................................. 21 Davidoff Promotion .............................................................................................................. 21 Appendices 5 ............................................................................................................................. 21 Davidoff aluminum seal ........................................................................................................ 21 Appendices 6 ............................................................................................................................. 22 Akon...................................................................................................................................... 22 APPENDICES 7 ....................................................................................................................... 22 Pepsis World Cup Campaign Infiltrates Viral Video Chart ................................................. 22 APPENDICES 8 ....................................................................................................................... 23 Syntactically.......................................................................................................................... 23 Appendices 9 ............................................................................................................................. 23 Semiotically .......................................................................................................................... 23 APPENDICES 10 ..................................................................................................................... 24 Ambush marketing ................................................................................................................ 24Report Guidelines 1 ...................................................................................................................... 25 What is packaging? ............................................................................................................... 25 Why packaging plays an important role?.............................................................................. 25 What other functions did the package besides it is so attractive? ......................................... 26Report Guidelines 2 ...................................................................................................................... 27 What is advertisement? ............................................................................................................. 27 What is the medium used in the advertisement? ....................................................................... 27 What is the purpose of advertisement? ..................................................................................... 27 What abilities must be possess for effective advertisement? .................................................... 27References ..................................................................................................................................... 29 2
    • DAVIDOFF CAFÉ 3
    • Executive summary Davidoff café instant Coffee jar is an instant eye catcher and primarily thereason we grabbed it to try for the first time. We could feel the rich aroma fromthe enticing packaging and was tempted instantly to buy it. That’s how it allbegan. Davidoff is one of the finest brands of coffee, and is now convenientlyavailable in reputed outlets as instant coffee. At Davidoff, they select the finest individual coffee beans from the volcanicsoil of South America and East Africa; treat and roast them to produce the richestvariety of coffee. It has deep, rich and bold flavor with a hint of spice to which Iattribute its worldwide success. Be it filter, ground or instant, Davidoff coffeedoesn’t sacrifice the unique flavor at any cost, making it undeniably a world classgourmet cafe. 4
    • INTRODUCTIONIn light of the growth of Davidoff in the global premium segment over recentyears, a strategic review of the brands current performance, global positioningand possible future strategies was conducted.Davidoff was first launched by Zino Davidoff in 1985. The brand has established aunique brand positioning world-wide. It is a cigar heritage brand priced in thesuper premium segment. With extensive exploitations of different marketingcommunication platforms, it depicts a brand world of sophistication,exclusiveness and luxurious. The claim of the brand is to offer connoisseurssupreme pleasure. Davidoff is a global rival to SE555 International and DunhillInternational in the super premium segment. This brand may be a threat toSE555s positioning in Asia and Dunhills in Europe. Its target market andconsumer segments appear similar to SE555s and Dunhills propositions.Davidoff cafe was first rolled out in Germany in 1998 and subsequently Taiwan in1999. It is produced by a major German coffee company named Tschibo, which isowned by the owner of REEMTSMA- GenterHertz .The History of Coffee The history of coffee growing and drinking spread around the world startsin Ethiopia, where the coffee tree probably originated in the province of Kaffa.There are various fanciful stories surrounding the discovery of the properties ofroasted coffee beans. One famous story for example deals with an Ethiopiangoatherd who was amazed at the lively behavior of his goats after chewing redcoffee berries. The first coffeehouses were opened in Mecca. They quickly spreadthroughout the Arab world and became "schools of knowledge" where chess wasplayed, gossip was exchanged, and music was enjoyed. They were luxuriouslydecorated and each had an individual character. Nothing quite like thecoffeehouse had existed before: a place where society and business could be 5
    • conducted in comfortable surroundings and where anyone could go, for the priceof coffee. In 15th century Europe word of coffee’s mysterious reputation preceded itsarrival. Habsburg diplomats and Austrian prisoners of war in Turkey brought backnews of a "warm black drink" used to combat fatigue and sadness. The firstAustrian coffeehouse was opened in Vienna in 1697. From there Cafés wereopened in numerous capitals and trade cities, and in the salons of noble societycoffee was seen as a moderate luxury. During the industrial revolution, coffee came to the middle class, and newmethods paved the way for larger volumes of production. Coffee as an ‘everyday’drink first caught on in Europe in the fifties, once it had become affordable for allsocial classes. Today, coffee belongs to the world’s most famous beverages. Andthe cultivated taste for a good cup of coffee is highly appreciated amongconnoisseurs all over the world.Coffee Review: Davidoff Fine Aroma Davidoff Fine Aroma is one of the first coffees we bought from Hua HoTanjungBunut. At first we did not quite familiar with the brand and the product,all we knew that it had the most attractive packaging that were arranged in thedisplay shelf. We have since learned that the founder Zino Davidoff is a realman’s man. His company also produces leather goods, cigars and other tobaccoproducts. The glass jar is designed to spell class and elegance. We can glimpse thefresh rich brown coffee granules from outside the half revealing jar. The coffeeitself is sealed in a foil wrapper. When we opened the wrapper, the gentle aromaimmediately reminded us of a mild chocolate. The coffee itself is lighter-colored,as expected from a medium roast. It is 100% Arabica coffee, which is a higherquality coffee requiring careful cultivation. According to the package, it can bemade in a cup, in a French press, in a drip coffee maker and using a Turkish coffeemaker (Refer to Appendices 1) 6
    • When we took that first sip of that first cup of coffee made in aconventional drip coffeemaker, we took a moment to breathe in the, pardon theliteralness, fine aroma. The brew had a rich, strong scent and it was very darklycolored. The first sips reminded me almost of a dark coffee, the flavor had thatdepth, yet, it didn’t taste strong or heavy. I drank that cup down, and since, it hasbecome one of our favorite go-to coffees when we’re looking for a good cup ofcoffee. For us, Davidoff Fine Aroma is the perfect coffee for someone who likescoffee with a strong aroma, medium flavor and a very mild chocolate finish.Davidoff is about quality; this coffee satisfies that taste for quality.The packaging role Packaging plays a key role in brand promotion and management. Packagingis of great importance in the final choice the consumer will make, because itdirectly involves convenience, appeal, information and branding. Davidoff Café has those unique designs which fulfill the five functionalrequirement criteria: in-home, in store or warehouse, production, distributionand safety, and legal. The In-home requirements usually tells that packaging beconvenient to use and store, remind users when and what to repurchase,reinforce consumers expectations of the product, and tell them how to safely andeffectively use the product. In addition, increasing numbers of consumers expectpackaging to be recyclable and environmentally sensitive. This in-homerequirement is also called consumer packaging which come in contact with andusually taken home. Davidoff Café has this unique identity which it can be recognize andidentified among other brands. To open Davidoff Coffee we just twist and slide toopen it instead of we twist the cap like the others. This will create a newexperience for consumer to praise about the uniqueness of the packaging.Furthermore it looks so attractive when it is arranged in the shelf. We oncemistakenly assumed that it was a perfume just because of the packaging. 7
    • The packaging itself act as a double shield. This is because the packagingwants to preserve the freshness of the coffee. It also uses the glass jar instead ofother materials as it is very resistant to heat and act to protect the content. Thecoffee itself is sealed in a foil wrapper. It is flexible impervious to light, air, waterand most other gases and liquids. The aluminum foils protects the coffee fromsuch harmful invaders such as oxygen and sunlight, and bacteria and other foreignsubstances. In-store criteria require that packaging attract attention on the shelf, instillconfidence in the buyer, identify the product or brand and differentiate it fromthe competition, communicate benefits and uses, and entice customers toactually purchase the item. The product must also be easy for retailers to storeand stock on the shelves or the floor, and simple to process at a check-outcounter or other final point of distribution. For instance, packaging that is oddlyshaped and takes up a large amount of space may draw attention, but it may alsobe shunned by mail-order sellers concerned about shipping costs or by space-conscious store retailers. It is simply the packaging that speaks for itself. Since many potentialcustomers first notice a new product especially the unique one, after it hasarrived on the shelves of a store, it is vital that the packaging provide consumerswith the information they need and motivate them to make a purchase. ForDavidoff coffee it has a brief summary of Davidoff and also it provide detailedinformation about the contents. It also tells us how to prepare the coffee in fourdifferent languages. 8
    • Marketing MixPlaceThis Davidoff coffee are sold in a strategic location especially in different branchesof HuaHo,m that are Hua Ho Kiulap, Hua Ho TanjungBunut and Hua Ho PetaniMall. The places are chosen because these places are already well-known amongthe people. This will make the product to be easily reached by the consumer.ProductThe product itself promises the consumer the great quality and offers theconsumer a coffee with the finest taste than the other. Also, this product comeswith gift box that will make this product not only to be as drinks, but also be aperfect product for giveaway. Thus, it will automatically increase the consumer’ssatisfaction and will make them to purchase the product again and again. Also,from the packaging of the product, it tells the consumer about the product. Andthe product also promises to satisfy the consumer by providing them a coffeewith a great taste and rich in aroma. (Refer to appendices 2)PriceThe price of the product is affordable where all type of consumers can afford tobuy one. Also, with the affordable price, the consumer can buy the coffee in a giftbox and get a limited edition of Davidoff coffee cup for free.PromotionThis Davidoff coffee’s packaging itself is already attractive that it can catch theattention of the consumer in just a glance. The promotions of this product alsoenable the consumer to buy the Davidoff coffee together with a gift box, and a setbox which include all the flavor of the coffee. (Refer to appendices 3) 9
    • PEPSI 10
    • Executive summary This essay will take a look at the company Pepsi. For a better understandingof the subject company, this paper will explore into a brief history of the PepsiCompany’s growth over the years and the effects of competition on Pepsi’sstrategies in the international and domestic market. It also will cover mainly on the advertising campaign on how Pepsi sustainthe economic growth over the year. This essay will attempt to discuss theeffectiveness of Pepsi’s marketing strategies and its results. It also includes thetargeted consumers who drink it. The purpose of the report is to give out detailed information given in thepresentation on Thursday 12th of July 2012. The background of this report shouldmainly cover an introduction on how the Pepsi Company was founded and how itwas establish, it is basically the history of Pepsi Company. In addition to that, the report was collected through searching theadvertisement particularly in YouTube, television and radio. We also gather someinformation through survey on how effective advertisement can be.INTRODUCTIONPepsi History. Pepsi is a carbonated soft drink that is produced and manufactured byPepsiCo. Created and developed in 1898 and introduced as "Brads Drink", it waslater renamed as Pepsi-Cola on June 16, 1903, then to Pepsi in 1961. Pepsi was first introduced as "Brads Drink" in New Bern, North Carolina,United States, in 1898 by Caleb Bradham, who made it at his home where thedrink was sold. It was later labeled Pepsi Cola, named after the digestive enzymepepsin and kola nuts used in the recipe. Bradham sought to create a fountaindrink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to arented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, 11
    • Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909,automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before arace." The advertising theme "Delicious and Healthful" was then used over thenext two decades. In 1926, Pepsi received its first logo redesign since the originaldesign of 1905. In 1929, the logo was changed again. In 1931, at the depth of the Great Depression, the Pepsi-Cola Companyentered bankruptcy – in large part due to financial losses incurred by speculatingon wildly fluctuating sugar prices as a result of World War I. Assets were sold andRoy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful, andsoon Pepsis assets were purchased by Charles Guth, the President of Loft Inc. Loftwas a candy manufacturer with retail stores that contained soda fountains. Hesought to replace Coca-Cola at his stores fountains after Coke refused to give hima discount on syrup. Guth then had Lofts chemists reformulate the Pepsi-Colasyrup formula. On three separate occasions between 1922 and 1933, the Coca-Cola Companywas offered the opportunity to purchase the Pepsi-Cola company, and it declinedon each occasion. During the Great Depression, Pepsi gained popularity followingthe introduction in 1936 of a 12-ounce bottle. With a radio advertising campaignfeaturing the jingle "Pepsi-Cola hits the spot / Twelve full ounces, thats a lot /Twice as much for a nickel, too / Pepsi-Cola is the drink for you", arranged in sucha way that the jingle never ends. Pepsi encouraged price-watching consumers toswitch, obliquely referring to the Coca-Cola standard of six ounces per bottle forthe price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the sameprice. Coming at a time of economic crisis, the campaign succeeded in boostingPepsis status. From 1936 to 1938, Pepsi-Colas profits doubled. Pepsis success under Guth came while the Loft Candy business was faltering.Since he had initially used Lofts finances and facilities to establish the new Pepsisuccess, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the casereaching the Delaware Supreme Court and ultimately ending in a loss for Guth. 12
    • The Script Pepsi created a two and a half minute length video, which was launchedon February 27, 2010 to Pepsis YouTube channel Pepsi Football, featuring currentsoccer stars Lionel Messi, Thierry Henry, Ricardo Kaka, Frank Lampard, AndreiArshavin and Didier Drogba, situated in Africa, in which the legends are faced withinventive local heros, who have their own set of rules to the game. The video was accompanied by interviews with the star players, behind thescenes shots, and is available in several languages and lengths. The video quicklyranked seventh in the Viral Video Chart, being watched over 400,000 times.Pepsis commercial is the first World Cup related advertisement to make the viralchart. The Pepsi commercial uses music sung by Senegalese-American R&B rapperand singer-songwriter, Akon. Next to being a singer, Akon is also a recordproducer, businessman, and philanthropist. His breakthrough album wascalled ‘Trouble’, which was released in 2004. And wasawarded a Grammy Awardnomination for the single "Smack That", from his second album ‘Konvicted’. Akonhas made over 300 guest appearances on other musicians songs, and has had 6Grammy Awards nominations. Oh Africa was created together with Keri Hilson, and envisions to benefitunderprivileged African youth. The track features two-time GRAMMY-winningSoweto Gospel Choir. A portion of the proceedings will go towards supportingdisadvantaged African youth, through Akon’s Konfidence Foundation, which wasfounded in 2006 and is headed up by his mother, Ms. KineGueyeThiam. Despite not being an official sponsor of the FIFA World Cup 2010,Pepsi released an Africa themed football advertisement for their Pepsi Max drink.First we could see a car that looks like Jeep riding down the in the middle ofAfrican jungle with some trees and dusty road. Then we could see an Africanwoman holding on a basket full with wild fruits. 13
    • After that, we could see the famous football player comes in. These playerswere walking along the dusty street. In the street it was full of African peoplemany of them were engaged in buying as selling of goods since it have a marketon the side of the street In the advert, Messi went to the market to grab the handmade shirt. Theshirt was printed blue as the background and some red and white as its design.The shirt also have name in it and it was ‘Messi’.Messi laugh at the shirt the hegrabs together with Henry. Behind Henry, there was Lampard who overheard theactions of his mates also laugh and suddenly he saw African boy who drank Pepsi.It seem so refreshing moreover it was very hot and humid that day. This famous player wanted to drink Pepsi from the African boy. The Africanboy insists and chuckles with his friend who was sitting on a roc. He insteadchallenges the famous player into a duel. The famous player chuckles and thenthe African boy showed his shirt with the name Henry in it. The famous player alllaugh and agreed to the duel. Henry then asked “where is the field?” The African boy whistle and all thecrowed form an imitate football field. In a desperate attempt to score, the ball islaunched high in the air. They desperately try to defeat the African players, but asthey advance towards the adversarys goal, the bystanders move along withthem, effectively moving the playing field. When they notice this, the bystandersquickly adapt their strategy, trying to finally beat the visitors. All of them enjoyedthe game and using Akon “oh Africa” song as background music.The Advertisement Pepsi Max is launching a new advertising campaign featuring football startsMessi, Drogba, Henry, Lampard and Fernando Torres in a new body paintcampaign. The Africa-theme marketing campaign is due to launch this summer.Coca-Cola is one of the official sponsors for the 2010 FIFA World Cup in South 14
    • Africa but Pepsi’s body paint campaign is an attempt to take awareness awayfrom its rivals. Didier Drogba who features in the yet unseen film said: “When Pepsi MAXfirst approached me with the idea of using body paint as a way to bring to lifetheir campaign this year I thought it was brilliant idea. In every football stadiumaround the world you see colour in the stands, but more so in African Stadiumswhere fans often use body paint to show their support for their team. Puttingpaint on the players was a great way to show our love for the game and I thinkthe results are amazing.” The body paint campaign forms part of the overall Pepsi Max marketingstrategy, which includes the latest Pepsi Max TV commercial. This new TV advertfilmed in Africa will show the footballers covered in body paint aiming to reveal“their true colors” and show cases the Max players’ talents.The objective of the advertisement • To get the audience attention that even the professional footballer also drink Pepsi. • To tell the audience that people who drink Pepsi will feel the refreshing taste. • To tell the audience that Pepsi is a worldwide product that can reach even in the remote areas such as Africa. • To attract many customers and show the powerful of the company • The Pepsi Company is using television to make the advertisement; also they are using a famous football player and a singer. • This advertisement is shown during a World Cup, and after that it is continuously shown in a television and the internet. • PEPSI advertise their products on big events to persuade their customers. • Probably if you choose PEPSI, you can fly to South Africa to watch FIFA world cup 2010 • This advertisement uses football stars to persuade people. • PEPSI is the best choice if you want to be more professional and energetic. 15
    • • PEPSI persuade viewers by sponsoring FIFA world cup tournament to sale their products. • The rhetoric was created syntactically and semiotically in the image and video. (Refer to appendices 8 & 9) • The clothes that used by football players, design with PEPSI logo blue. • It represent aggressive mannerThe Targeted Consumer The target consumer is a mass market; because the product is for everyoneas in the advertisement it shows that all the people with different ages aredrinking Pepsi. In our research, the targeted consumer will be an active youthaged 16-25. This is because they are engaged in extracurricular activities such asfootball, netball, badminton, aerobic, adventure club etc. It also shows adults alsodrink Pepsi and those people who are engaged in the sports fields. Nonetheless Pepsi also targeted a wide range of customers as theyproduced different types of Pepsi to satisfy the customer’s desire around theworld. Take for example Diet Pepsi are for the consumer who is in diet as itcontained low calories.Medium used in the advertisementThe pepsi company used television as it obviously captures more audiences ratherthan radio or billboard. As marketer, advertising plays an important role. Themode of communication is indirect as it sends the message through motion,pictures and sound. It is one way communication.Advantages of This Advertisement. The advertisement is shown during the World Cup 2010, and this is the best time to promote Pepsi. Pepsi is using famous football stars and a famous singer to promote, where these people are famous among the people around the world and this will make the people to be influenced by what these famous people did. 16
    • This advertisement will show the people that Pepsi can reach even in a remote area such as in the Africa. Also, this advertisement shows that Pepsi can bring people together without any racism in between. It able to reach a wide and diverse audiences per thousand, therefore save costs. It creates opportunities and enhance creativities for demonstration In a way it was entertaining as it used humor appealDisadvantages of This Advertisement Using famous person is too expensive; their pay for the advertisement will be high Pepsi will find it difficult to choose the famous person, because not all famous people are known by the people and not all are liked by the people. These famous people will influenced the people by what they did. Consumer will believe that Pepsi is a refreshing drink and will energize them. No feedback on the transmission of the messages as it is one way communication This advertisement was ambushed with Coca Cola Company which was the official sponsor of FIFA World Cup 2010 (refer appendices10 ) 17
    • Appeal used in the advertisement.Humor Appeals: – they use humor to achieve the promotion as humor are usually attracts audience attentionSubliminal Advertising: – This advertising appeal makes use of subliminal messages, such as the advert takes place in Africa instead of New York or Las Vegas.Testimonial: – They use football player as an ambassadors so fan audience can be like the celebrities.Repetition: – They use the technique of repeating the product name several times during an advertisement. Example; the Pepsi logo, Pepsi drink can.Audio-Visual Media Advertising: – They also used audio and visual to promote the product. Example; television and radioCovert Advertising: – This is the practice of achieving indirect publicity of a product by advertising it through movies and TV shows. 18
    • AppendixAppendices 1Turkish Style CoffeeTurkish coffee is coffee prepared by boiling finely powdered roast coffee beans ina pot (cezve), possibly with sugar, and serving it into a cup, where the dregssettle. The name describes the method of preparation, not the raw material:there is no special Turkish variety of the coffee bean. It is common throughout theMiddle East, North Africa, Caucasus, and Balkans, and in their expatriatecommunities and restaurant in the rest of the world.Below is the picture of Cezve 19
    • Appendices 2Davidoff ProductsAppendices 3Davidoff Gift Box 20
    • Appendices 4Davidoff PromotionAppendices 5Davidoff aluminum seal 21
    • Appendices 6AkonAlthough he was born in St. Louis, MO, AliauneThiam -- aka Akon -- grew up in Senegal before he andhis family (including his father, jazz percussionist MorThiam) returned to the United States and settled inNew Jersey when he was seven. There he discovered hip-hop for the first time, as well as crime. He waseventually jailed but he used the time -- three years, he claimed -- to work on his musical ideas. Uponrelease, Akon began writing and recording tracks in a home studio. The tapes found their way toSRC/Universal, which eventually releasedTrouble, Akons debut LP, in June 2004. The album was aninteresting hybrid of Akons silky, West African-styled vocals with East Coast- and Southern-styled beats.The success of the song "Locked Up," a Top Ten Billboard Hot 100 hit, made Akona star and desiredcollaborator. After appearing on Young Jeezys "Soul Survivor," his number of guest appearancesseemed to multiply each month. Konvicted, his second album, was released in November 2006. Soonenough, two of the albums singles, "I Wanna Love You" and "Smack That," made their way to the upperregions of the Billboard charts. The surprisingly Europop-flavored Freedom, his third album, followed twoyears later, and it repeated Konvicteds chart success by peaking within the Top Ten of the Billboard200. Akon subsequently maintained a relatively low profile but resurfaced in November 2010 with Akonic.APPENDICES 7Pepsis World Cup Campaign Infiltrates Viral Video ChartNEW YORK (AdAge.com) -- Coke may be the official sponsor of the FIFA World Cup in South Africa, butPepsis 2.5-minute "Oh Africa" is the first World Cup ad to make the viral chart, and portends well forPepsis revamped social media strategy.Pepsi took a pass on the Super Bowl for the first time in 23 years in 2010, and CEO IndraNooyi has saidthe company is shifting as much as a third of its marketing budget to social media. But "social" doesntnecessarily mean "cheap." Pepsis video effort is big-budget with visual effects and stars the biggestnames in the game, including Lionel Messi, Thierry Henry, Frank Lampard and Didier Drogba. Will onlinevideo help Pepsi find a way to own the World Cup without actually being in the World Cup?Pepsis spot is one of three new debuts on the list, replacing the two remaining Olympics spots whichwere still hanging on last week. Two Super Bowl spots also remain -- Doritos and E*TRADE -- but theyredeclining fast. Pedigrees "Slow Motion" debuted at No. 2 on the list, a first for both the marketer and forthe category. Old Spices "The Man Your Man Could Smell Like" hung on to the top spot for a secondweek, though its audience dropped by 45%. 22
    • APPENDICES 8Syntactically▶noun1 the arrangement of words and phrases to create well-formed sentences.■ A set of rules for or an analysis of this.2 the structure of statements in a computer language.– DERIVATIVESsyntactic adjective,syntactical adjective,syntactically adverb.Syntactically – the study of logical expression In linguistics, syntax (from Ancient Greek σύνταξις "arrangement" from σύν syn, "together",and τάξις táxis, "an ordering") is "the study of the principles and processes by which sentences areconstructed in particular languages". In addition to referring to the overarching discipline, the term syntax is also used to refer directlyto the rules and principles that govern the sentence structure of any individual language, as in "the syntaxof Modern Irish". Modern research in syntax attempts to describe languages in terms of such rules. Manyprofessionals in this discipline attempt to find general rules that apply to all natural languages. Theterm syntax is also used to refer to the rules governing the behavior of mathematical systems, suchas formal languages used in logic.Appendices 9Semiotically Semiotics, also called semiotic studies or (in the Saussurean tradition) semiology, is the studyof signs and sign processes (semiosis), indication, designation, likeness, analogy, metaphor, symbolism,signification, and communication. Semiotics is closely related to the field of linguistics, which, for its part,studies the structure and meaning of language more specifically. Semiotics is often divided into threebranches: Semantics: Relation between signs and the things to which they refer; their denotata, or meaning Syntactics: Relations among signs in formal structures Pragmatics: Relation between signs and the effects they have on the people who use them Semiotics is frequently seen as having important anthropological dimensions; forexample, Umberto Eco proposes that every cultural phenomenon can be studied as [1]communication. However, some semioticians focus on the logical dimensions of the science. Theyexamine areas belonging also to the natural sciences – such as how organisms make predictions about,and adapt to, their semiotic niche in the world (see semiosis). In general, semiotic theoriestakesigns or sign systems as their object of study: the communication of information in living organisms iscovered in biosemiotics or zoosemiosis. 23
    • Syntactics is the branch of semiotics that deals with the formal properties of signs andsymbols. More precisely, syntactics deals with the "rules that govern how words are combined to formphrases and sentences. Charles Morris adds that semantics deals with the relation of signs totheir designata and the objects which they may or do denote; and, pragmatics deals withthe biotic aspects of semiosis, that is, with all the psychological, biological, and sociological phenomenawhich occur in the functioning of signs.APPENDICES 10Ambush marketing It can be defined as a marketing strategy wherein the advertisers associate themselves with, andtherefore capitalize on, a particular event without paying any sponsorship fee. The Macmillan EnglishDictionary defines ambush marketing as a marketing strategy in which a competing brand connects itselfwith a major sporting event without paying sponsorship fee.According to McCarthy, ambush marketing isa type of marketing by a company that is not an official sponsor of an event, but which placesadvertisements using the event, to induce customers to pay attention to the advertisement. From atheoretical perspective, ambush marketing refers to a companys attempt to capitalize on the goodwill,reputation, and popularity of a particular event by creating an association with it, without the authorizationor consent of the necessary parties. 24
    • Report Guidelines 1What is packaging?Packaging which is also known as labeling is the science and art of technology toprotect the product distribution, storage, sales and use. In sales, it must beappealing in order to attract and hold the customers’ eye and attention as a goodproduct to buy.Why packaging plays an important role?Packaging plays an important role because of several factors such as protectingthe product, promoting the product and providing additional value anddifferentiation of the productProtect the Product Reduce costs due to breakage. Protect the product in transit: for example breakable or perishable items such as perfume, light bulbs or food. Protect the product on the shelf: from theft, damage or tampering (i.e., pharmaceuticals or CDs).Promote the Product Complement other promotional activities. Communicate information: core benefits, “why to buy” testimonials, Internet addresses and toll-free telephone numbers, for products like tools or software. Display the product: attach to display hardware or stand upright as with gloves or cell phones.Provide Additional Value and Differentiation To provide purchase justification. Dispense the product: ease of use or the size of recommended portions, as with spray paint, hair care products, etc. 25
    • Preserve the product: seal and reseal perishables. Examples are food products and cleaning supplies. Offer consumer safety: warn of hazards due to improper use of dangerous substances (such as the information on cigarette packaging) or design considerations (such as not standing on the top step of a ladder). Serve other uses: containers that can be used for other after-purchase purposes. Film canisters might carry a couple days’ vitamins or aspirin in a backpack. A current foldable bicycle ships and travels in a suitcase, which then converts into a trailer to be pulled behind the bike.What other functions did the package besides it is so attractive? Packaging may be looked at as being of several different types. For example a transport package or distribution package can be the shipping container used to ship, store, and handle the product. Some identify a consumer package as one which is directed toward a consumer or household. Packaging may be described in relation to the type of product being packaged: drugs packaging, medical device packaging, chemical packaging, food packaging, military packaging and so on. Transport packages use some symbol to ensure the handler on handling such goods. For example fragile goods are marked as ‘fragile’, ‘this way up, foods or drinks are marked as ‘keep away from sunlight’, and so on…. 26
    • Report Guidelines 2What is advertisement? o It is a form of communication used to encourage or persuade an audience (viewers, readers or listeners, or sometimes a specific group of people) to continue or take some new action such as buying. o A public promotion of some product or services. o It usually are through commercial on television, radio, newspaper and strategic side road. o Television advert is by far the most expensive with a price of US$3.5million for 30seconds. o Famous example are perfume, shampoo, cosmetic, foods and drinks, vacation (travel agent), hotels.What is the medium used in the advertisement? a. Newspaper, magazines, billboard b. Television, radio c. Internet such as websites, blogWhat is the purpose of advertisement? It’s to turn or seek for the customer attention to see or buy the product in the course of speaking or writing. To promote the sale of a product or service. To inform the customer about its features. To reassure the employees or shareholder that the company is successful.What abilities must be possess for effective advertisement?In order to be effective, the advertisement must have this ability: 27
    • • Ability to get the customer’s attention• Ability to sustain the customer’s attention• Ability to transmit the message• Ability to convince potential customers to accept the message and the advertisement 28
    • References 1. http://articles.mplans.com/packaging-and-labeling-your- products/#ixzz1zq8fFqiE 2. http://en.wikipedia.org/wiki/Packaging_and_labeling#The_purposes_of_pa ckaging_and_package_labels 3. http://www.interpack.com/cipp/md_interpack/custom/pub/content,lang,2 /oid,7773/ticket,g_u_e_s_t/~/Product_packaging_plays_an_important_rol e_in_the_marketing_mix.html 4. http://en.wikipedia.org/wiki/Ambush_marketing 5. http://en.wikipedia.org/wiki/2010_FIFA_World_Cup 6. http://www.scribd.com/doc/48097315/AMBUSH-MARKETING-presentation 7. http://www.e-forwards.com/2010/05/pepsi-max-new-body-paint-campaign-world-cup- football-soccer-2010/ 8. http://www.google.com.bn/#hl=ms&q=controversial+as+it+compete+with+Coca+Cola+ Company+which+was+the+official+sponsor+of+FIFA+World+Cup+2010+&oq=controv ersial+as+it+compete+with+Coca+Cola+Company+which+was+the+official+sponsor+of +FIFA+World+Cup+2010+&gs_l=serp.3...7236.7236.2.8655.1.1.0.0.0.0.0.0..0.0...0.0...1 c.buW4gePNAnA&bav=on.2,or.r_gc.r_pw.,cf.osb&fp=113dd1ff40a85ea2&biw=1366&b ih=643 9. http://www.oppapers.com/subjects/executive-summary-coke-and-pepsi-page1.html 10.http://www.oppapers.com/subjects/executive-summary-coke-and-pepsi-page1.html 11.http://www.mahalo.com/leona-lewis/ 12.http://answers.yahoo.com/question/index?qid=1006022116169 29