Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Davidoff Cafe Instant Coffee Packaging Review
1. Table of Contents
Executive summary......................................................................................................................... 4
INTRODUCTION .......................................................................................................................... 5
The History of Coffee ..................................................................................................................... 5
Coffee Review: Davidoff Fine Aroma ............................................................................................ 6
The packaging role .......................................................................................................................... 7
Marketing Mix ................................................................................................................................ 9
Place ............................................................................................................................................ 9
Product ........................................................................................................................................ 9
Price ............................................................................................................................................ 9
Promotion.................................................................................................................................... 9
Executive summary....................................................................................................................... 11
Pepsi History. ................................................................................................................................ 11
INTRODUCTION ........................................................................................................................ 11
The Script .................................................................................................................................. 13
The 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 ...................................................................................... 17
Appeal used in the advertisement. ................................................................................................ 18
Humor Appeals: ........................................................................................................................ 18
Subliminal Advertising: ............................................................................................................ 18
Testimonial: .............................................................................................................................. 18
Repetition: ................................................................................................................................. 18
Audio-Visual Media Advertising:............................................................................................. 18
Covert Advertising: ................................................................................................................... 18
Appendix ....................................................................................................................................... 19
Appendices 1 ............................................................................................................................. 19
Turkish Style Coffee ............................................................................................................. 19
Appendices 2 ............................................................................................................................. 20
Davidoff Products ................................................................................................................. 20
Appendices 3 ............................................................................................................................. 20
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2. 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
Pepsi's World Cup Campaign Infiltrates Viral Video Chart ................................................. 22
APPENDICES 8 ....................................................................................................................... 23
Syntactically.......................................................................................................................... 23
Appendices 9 ............................................................................................................................. 23
Semiotically .......................................................................................................................... 23
APPENDICES 10 ..................................................................................................................... 24
Ambush marketing ................................................................................................................ 24
Report 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? ......................................... 26
Report 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? .................................................... 27
References ..................................................................................................................................... 29
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4. Executive summary
Davidoff café instant Coffee jar is an instant eye catcher and primarily the
reason we grabbed it to try for the first time. We could feel the rich aroma from
the enticing packaging and was tempted instantly to buy it. That’s how it all
began. Davidoff is one of the finest brands of coffee, and is now conveniently
available in reputed outlets as instant coffee.
At Davidoff, they select the finest individual coffee beans from the volcanic
soil of South America and East Africa; treat and roast them to produce the richest
variety of coffee. It has deep, rich and bold flavor with a hint of spice to which I
attribute its worldwide success. Be it filter, ground or instant, Davidoff coffee
doesn’t sacrifice the unique flavor at any cost, making it undeniably a world class
gourmet cafe.
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5. INTRODUCTION
In light of the growth of Davidoff in the global premium segment over recent
years, a strategic review of the brand's current performance, global positioning
and possible future strategies was conducted.
Davidoff was first launched by Zino Davidoff in 1985. The brand has established a
unique brand positioning world-wide. It is a cigar heritage brand priced in the
super premium segment. With extensive exploitations of different marketing
communication platforms, it depicts a brand world of sophistication,
exclusiveness and luxurious. The claim of the brand is to offer connoisseurs
supreme pleasure. Davidoff is a global rival to SE555 International and Dunhill
International in the super premium segment. This brand may be a threat to
SE555's positioning in Asia and Dunhill's in Europe. Its target market and
consumer segments appear similar to SE555's and Dunhill's propositions.
Davidoff cafe was first rolled out in Germany in 1998 and subsequently Taiwan in
1999. It is produced by a major German coffee company named Tschibo, which is
owned by the owner of REEMTSMA- GenterHertz .
The History of Coffee
The history of coffee growing and drinking spread around the world starts
in Ethiopia, where the coffee tree probably originated in the province of Kaffa.
There are various fanciful stories surrounding the discovery of the properties of
roasted coffee beans. One famous story for example deals with an Ethiopian
goatherd who was amazed at the lively behavior of his goats after chewing red
coffee berries.
The first coffeehouses were opened in Mecca. They quickly spread
throughout the Arab world and became "schools of knowledge" where chess was
played, gossip was exchanged, and music was enjoyed. They were luxuriously
decorated and each had an individual character. Nothing quite like the
coffeehouse had existed before: a place where society and business could be
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6. conducted in comfortable surroundings and where anyone could go, for the price
of coffee.
In 15th century Europe word of coffee’s mysterious reputation preceded its
arrival. Habsburg diplomats and Austrian prisoners of war in Turkey brought back
news of a "warm black drink" used to combat fatigue and sadness. The first
Austrian coffeehouse was opened in Vienna in 1697. From there Cafés were
opened in numerous capitals and trade cities, and in the salons of noble society
coffee was seen as a moderate luxury.
During the industrial revolution, coffee came to the middle class, and new
methods 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 all
social classes. Today, coffee belongs to the world’s most famous beverages. And
the cultivated taste for a good cup of coffee is highly appreciated among
connoisseurs all over the world.
Coffee Review: Davidoff Fine Aroma
Davidoff Fine Aroma is one of the first coffees we bought from Hua Ho
TanjungBunut. 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 the
display shelf. We have since learned that the founder Zino Davidoff is a real
man’s man. His company also produces leather goods, cigars and other tobacco
products.
The glass jar is designed to spell class and elegance. We can glimpse the
fresh rich brown coffee granules from outside the half revealing jar. The coffee
itself is sealed in a foil wrapper. When we opened the wrapper, the gentle aroma
immediately 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 higher
quality coffee requiring careful cultivation. According to the package, it can be
made in a cup, in a French press, in a drip coffee maker and using a Turkish coffee
maker (Refer to Appendices 1)
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7. When we took that first sip of that first cup of coffee made in a
conventional drip coffeemaker, we took a moment to breathe in the, pardon the
literalness, fine aroma. The brew had a rich, strong scent and it was very darkly
colored. The first sips reminded me almost of a dark coffee, the flavor had that
depth, yet, it didn’t taste strong or heavy. I drank that cup down, and since, it has
become one of our favorite go-to coffees when we’re looking for a good cup of
coffee.
For us, Davidoff Fine Aroma is the perfect coffee for someone who likes
coffee 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. Packaging
is of great importance in the final choice the consumer will make, because it
directly involves convenience, appeal, information and branding.
Davidoff Café has those unique designs which fulfill the five functional
requirement criteria: in-home, in store or warehouse, production, distribution
and safety, and legal. The In-home requirements usually tells that packaging be
convenient to use and store, remind users when and what to repurchase,
reinforce consumers' expectations of the product, and tell them how to safely and
effectively use the product. In addition, increasing numbers of consumers expect
packaging to be recyclable and environmentally sensitive. This in-home
requirement is also called consumer packaging which come in contact with and
usually taken home.
Davidoff Café has this unique identity which it can be recognize and
identified among other brands. To open Davidoff Coffee we just twist and slide to
open it instead of we twist the cap like the others. This will create a new
experience for consumer to praise about the uniqueness of the packaging.
Furthermore it looks so attractive when it is arranged in the shelf. We once
mistakenly assumed that it was a perfume just because of the packaging.
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8. The packaging itself act as a double shield. This is because the packaging
wants to preserve the freshness of the coffee. It also uses the glass jar instead of
other materials as it is very resistant to heat and act to protect the content. The
coffee itself is sealed in a foil wrapper. It is flexible impervious to light, air, water
and most other gases and liquids. The aluminum foils protects the coffee from
such harmful invaders such as oxygen and sunlight, and bacteria and other foreign
substances.
In-store criteria require that packaging attract attention on the shelf, instill
confidence in the buyer, identify the product or brand and differentiate it from
the competition, communicate benefits and uses, and entice customers to
actually purchase the item. The product must also be easy for retailers to store
and stock on the shelves or the floor, and simple to process at a check-out
counter or other final point of distribution. For instance, packaging that is oddly
shaped and takes up a large amount of space may draw attention, but it may also
be 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 potential
customers first notice a new product especially the unique one, after it has
arrived on the shelves of a store, it is vital that the packaging provide consumers
with the information they need and motivate them to make a purchase. For
Davidoff coffee it has a brief summary of Davidoff and also it provide detailed
information about the contents. It also tells us how to prepare the coffee in four
different languages.
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9. Marketing Mix
Place
This Davidoff coffee are sold in a strategic location especially in different branches
of HuaHo,m that are Hua Ho Kiulap, Hua Ho TanjungBunut and Hua Ho Petani
Mall. The places are chosen because these places are already well-known among
the people. This will make the product to be easily reached by the consumer.
Product
The product itself promises the consumer the great quality and offers the
consumer a coffee with the finest taste than the other. Also, this product comes
with gift box that will make this product not only to be as drinks, but also be a
perfect product for giveaway. Thus, it will automatically increase the consumer’s
satisfaction 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. And
the product also promises to satisfy the consumer by providing them a coffee
with a great taste and rich in aroma. (Refer to appendices 2)
Price
The price of the product is affordable where all type of consumers can afford to
buy one. Also, with the affordable price, the consumer can buy the coffee in a gift
box and get a limited edition of Davidoff coffee cup for free.
Promotion
This Davidoff coffee’s packaging itself is already attractive that it can catch the
attention of the consumer in just a glance. The promotions of this product also
enable the consumer to buy the Davidoff coffee together with a gift box, and a set
box which include all the flavor of the coffee. (Refer to appendices 3)
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11. Executive summary
This essay will take a look at the company Pepsi. For a better understanding
of the subject company, this paper will explore into a brief history of the Pepsi
Company’s growth over the years and the effects of competition on Pepsi’s
strategies in the international and domestic market.
It also will cover mainly on the advertising campaign on how Pepsi sustain
the economic growth over the year. This essay will attempt to discuss the
effectiveness of Pepsi’s marketing strategies and its results. It also includes the
targeted consumers who drink it.
The purpose of the report is to give out detailed information given in the
presentation on Thursday 12th of July 2012. The background of this report should
mainly cover an introduction on how the Pepsi Company was founded and how it
was establish, it is basically the history of Pepsi Company.
In addition to that, the report was collected through searching the
advertisement particularly in YouTube, television and radio. We also gather some
information through survey on how effective advertisement can be.
INTRODUCTION
Pepsi History.
Pepsi is a carbonated soft drink that is produced and manufactured by
PepsiCo. Created and developed in 1898 and introduced as "Brad's Drink", it was
later renamed as Pepsi-Cola on June 16, 1903, then to Pepsi in 1961.
Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina,
United States, in 1898 by Caleb Bradham, who made it at his home where the
drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme
pepsin and kola nuts used in the recipe. Bradham sought to create a fountain
drink that was delicious and would aid in digestion and boost energy.
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a
rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year,
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12. 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 a
race." The advertising theme "Delicious and Healthful" was then used over the
next two decades. In 1926, Pepsi received its first logo redesign since the original
design of 1905. In 1929, the logo was changed again.
In 1931, at the depth of the Great Depression, the Pepsi-Cola Company
entered bankruptcy – in large part due to financial losses incurred by speculating
on wildly fluctuating sugar prices as a result of World War I. Assets were sold and
Roy C. Megargel bought the Pepsi trademark. Megargel was unsuccessful, and
soon Pepsi's assets were purchased by Charles Guth, the President of Loft Inc. Loft
was a candy manufacturer with retail stores that contained soda fountains. He
sought to replace Coca-Cola at his stores' fountains after Coke refused to give him
a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola
syrup formula.
On three separate occasions between 1922 and 1933, the Coca-Cola Company
was offered the opportunity to purchase the Pepsi-Cola company, and it declined
on each occasion. During the Great Depression, Pepsi gained popularity following
the introduction in 1936 of a 12-ounce bottle. With a radio advertising campaign
featuring the jingle "Pepsi-Cola hits the spot / Twelve full ounces, that's a lot /
Twice as much for a nickel, too / Pepsi-Cola is the drink for you", arranged in such
a way that the jingle never ends. Pepsi encouraged price-watching consumers to
switch, obliquely referring to the Coca-Cola standard of six ounces per bottle for
the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same
price. Coming at a time of economic crisis, the campaign succeeded in boosting
Pepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.
Pepsi's success under Guth came while the Loft Candy business was faltering.
Since he had initially used Loft's finances and facilities to establish the new Pepsi
success, 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 case
reaching the Delaware Supreme Court and ultimately ending in a loss for Guth.
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13. The Script
Pepsi created a two and a half minute length video, which was launched
on February 27, 2010 to Pepsi's YouTube channel Pepsi Football, featuring current
soccer stars Lionel Messi, Thierry Henry, Ricardo Kaka, Frank Lampard, Andrei
Arshavin and Didier Drogba, situated in Africa, in which the legends are faced with
inventive local hero's, who have their own set of rules to the game.
The video was accompanied by interviews with the star players, 'behind the
scenes' shots, and is available in several languages and lengths. The video quickly
ranked seventh in the 'Viral Video Chart', being watched over 400,000 times.
Pepsi's commercial is the first World Cup related advertisement to make the viral
chart.
The Pepsi commercial uses music sung by Senegalese-American R&B rapper
and singer-songwriter, Akon. Next to being a singer, Akon is also a record
producer, businessman, and philanthropist. His breakthrough album was
called ‘Trouble’, which was released in 2004. And wasawarded a Grammy Award
nomination for the single "Smack That", from his second album ‘Konvicted’. Akon
has made over 300 guest appearances on other musician's songs, and has had 6
Grammy Awards nominations.
'Oh Africa' was created together with Keri Hilson, and envisions to benefit
underprivileged African youth. The track features two-time GRAMMY-winning
Soweto Gospel Choir. A portion of the proceedings will go towards supporting
disadvantaged African youth, through Akon’s Konfidence Foundation, which was
founded 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 of
African jungle with some trees and dusty road. Then we could see an African
woman holding on a basket full with wild fruits.
13
14. After that, we could see the famous football player comes in. These players
were walking along the dusty street. In the street it was full of African people
many of them were engaged in buying as selling of goods since it have a market
on the side of the street
In the advert, Messi went to the market to grab the handmade shirt. The
shirt 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 he
grabs together with Henry. Behind Henry, there was Lampard who overheard the
actions 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 African
boy insists and chuckles with his friend who was sitting on a roc. He instead
challenges the famous player into a duel. The famous player chuckles and then
the African boy showed his shirt with the name Henry in it. The famous player all
laugh and agreed to the duel.
Henry then asked “where is the field?” The African boy whistle and all the
crowed form an imitate football field. In a desperate attempt to score, the ball is
launched high in the air. They desperately try to defeat the African players, but as
they advance towards the adversary's goal, the bystanders move along with
them, effectively moving the playing field. When they notice this, the bystanders
quickly adapt their strategy, trying to finally beat the visitors. All of them enjoyed
the game and using Akon “oh Africa” song as background music.
The Advertisement
Pepsi Max is launching a new advertising campaign featuring football starts
Messi, Drogba, Henry, Lampard and Fernando Torres in a new body paint
campaign. 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
15. Africa but Pepsi’s body paint campaign is an attempt to take awareness away
from its rivals.
Didier Drogba who features in the yet unseen film said: “When Pepsi MAX
first approached me with the idea of using body paint as a way to bring to life
their campaign this year I thought it was brilliant idea. In every football stadium
around the world you see colour in the stands, but more so in African Stadiums
where fans often use body paint to show their support for their team. Putting
paint on the players was a great way to show our love for the game and I think
the results are amazing.”
The body paint campaign forms part of the overall Pepsi Max marketing
strategy, which includes the latest Pepsi Max TV commercial. This new TV advert
filmed 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
16. • 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 manner
The Targeted Consumer
The target consumer is a mass market; because the product is for everyone
as in the advertisement it shows that all the people with different ages are
drinking Pepsi. In our research, the targeted consumer will be an active youth
aged 16-25. This is because they are engaged in extracurricular activities such as
football, netball, badminton, aerobic, adventure club etc. It also shows adults also
drink Pepsi and those people who are engaged in the sports fields.
Nonetheless Pepsi also targeted a wide range of customers as they
produced different types of Pepsi to satisfy the customer’s desire around the
world. Take for example Diet Pepsi are for the consumer who is in diet as it
contained low calories.
Medium used in the advertisement
The pepsi company used television as it obviously captures more audiences rather
than radio or billboard. As marketer, advertising plays an important role. The
mode 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.
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17. 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 appeal
Disadvantages 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 )
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18. Appeal used in the advertisement.
Humor Appeals:
– they use humor to achieve the promotion as humor are usually
attracts audience attention
Subliminal 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 radio
Covert Advertising:
– This is the practice of achieving indirect publicity of a product by
advertising it through movies and TV shows.
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19. Appendix
Appendices 1
Turkish Style Coffee
Turkish coffee is coffee prepared by boiling finely powdered roast coffee beans in
a pot (cezve), possibly with sugar, and serving it into a cup, where the dregs
settle. 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 the
Middle East, North Africa, Caucasus, and Balkans, and in their expatriate
communities and restaurant in the rest of the world.
Below is the picture of Cezve
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22. Appendices 6
Akon
Although he was born in St. Louis, MO, AliauneThiam -- aka Akon -- grew up in Senegal before he and
his family (including his father, jazz percussionist MorThiam) returned to the United States and settled in
New Jersey when he was seven. There he discovered hip-hop for the first time, as well as crime. He was
eventually jailed but he used the time -- three years, he claimed -- to work on his musical ideas. Upon
release, Akon began writing and recording tracks in a home studio. The tapes found their way to
SRC/Universal, which eventually releasedTrouble, Akon's debut LP, in June 2004. The album was an
interesting hybrid of Akon's 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 desired
collaborator. After appearing on Young Jeezy's "Soul Survivor," his number of guest appearances
seemed to multiply each month. Konvicted, his second album, was released in November 2006. Soon
enough, two of the album's singles, "I Wanna Love You" and "Smack That," made their way to the upper
regions of the Billboard charts. The surprisingly Europop-flavored Freedom, his third album, followed two
years later, and it repeated Konvicted's chart success by peaking within the Top Ten of the Billboard
200. Akon subsequently maintained a relatively low profile but resurfaced in November 2010 with Akonic.
APPENDICES 7
Pepsi's World Cup Campaign Infiltrates Viral Video Chart
NEW YORK (AdAge.com) -- Coke may be the official sponsor of the FIFA World Cup in South Africa, but
Pepsi's 2.5-minute "Oh Africa" is the first World Cup ad to make the viral chart, and portends well for
Pepsi's 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 said
the company is shifting as much as a third of its marketing budget to social media. But "social" doesn't
necessarily mean "cheap." Pepsi's video effort is big-budget with visual effects and stars the biggest
names in the game, including Lionel Messi, Thierry Henry, Frank Lampard and Didier Drogba. Will online
video help Pepsi find a way to own the World Cup without actually being in the World Cup?
Pepsi's spot is one of three new debuts on the list, replacing the two remaining Olympics spots which
were still hanging on last week. Two Super Bowl spots also remain -- Doritos and E*TRADE -- but they're
declining fast. Pedigree's "Slow Motion" debuted at No. 2 on the list, a first for both the marketer and for
the category. Old Spice's "The Man Your Man Could Smell Like" hung on to the top spot for a second
week, though its audience dropped by 45%.
22
23. APPENDICES 8
Syntactically
▶noun
1 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.
– DERIVATIVES
syntactic 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 are
constructed in particular languages".
In addition to referring to the overarching discipline, the term syntax is also used to refer directly
to the rules and principles that govern the sentence structure of any individual language, as in "the syntax
of Modern Irish". Modern research in syntax attempts to describe languages in terms of such rules. Many
professionals in this discipline attempt to find general rules that apply to all natural languages. The
term syntax is also used to refer to the rules governing the behavior of mathematical systems, such
as formal languages used in logic.
Appendices 9
Semiotically
Semiotics, also called semiotic studies or (in the Saussurean tradition) semiology, is the study
of 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 three
branches:
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; for
example, Umberto Eco proposes that every cultural phenomenon can be studied as
[1]
communication. However, some semioticians focus on the logical dimensions of the science. They
examine 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 theories
takesigns or sign systems as their object of study: the communication of information in living organisms is
covered in biosemiotics or zoosemiosis.
23
24. Syntactics is the branch of semiotics that deals with the formal properties of signs and
symbols. More precisely, syntactics deals with the "rules that govern how words are combined to form
phrases and sentences. Charles Morris adds that semantics deals with the relation of signs to
their designata and the objects which they may or do denote; and, pragmatics deals with
the biotic aspects of semiosis, that is, with all the psychological, biological, and sociological phenomena
which occur in the functioning of signs.
APPENDICES 10
Ambush marketing
It can be defined as a marketing strategy wherein the advertisers associate themselves with, and
therefore capitalize on, a particular event without paying any sponsorship fee. The Macmillan English
Dictionary defines ambush marketing as a marketing strategy in which a competing brand connects itself
with a major sporting event without paying sponsorship fee.According to McCarthy, ambush marketing is
a type of marketing by a company that is not an official sponsor of an event, but which places
advertisements using the event, to induce customers to pay attention to the advertisement. From a
theoretical perspective, ambush marketing refers to a company's attempt to capitalize on the goodwill,
reputation, and popularity of a particular event by creating an association with it, without the authorization
or consent of the necessary parties.
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25. Report Guidelines 1
What is packaging?
Packaging which is also known as labeling is the science and art of technology to
protect the product distribution, storage, sales and use. In sales, it must be
appealing in order to attract and hold the customers’ eye and attention as a good
product to buy.
Why packaging plays an important role?
Packaging plays an important role because of several factors such as protecting
the product, promoting the product and providing additional value and
differentiation of the product
Protect 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.
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26. 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….
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27. Report Guidelines 2
What 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, blog
What 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:
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28. • 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
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