Assignment 1 advertisement analysis report Charmbon PDF

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assignment 1 advertisement analysis report on chambord, advertisement analysis, advertisement description , poisoning strategy ,......

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FUNDAMENTALS OF MARKETING MKT10007 Semester 2, 2020 Assignment 1

ADVERTISMENT ANALYSIS REPORT on CHAMBORD Student ID: 102894836 Name: Ngoc Nhu Y Nguyen 23rd, August 2020 1

Table of Contents 1.

Introduction...............................................................................................................3

2.

Definitions.........................................................................................................................3

3.

Advertisement Description................................................................................................5

4.

Advertisement Analysis.....................................................................................................6 4.1.

Product......................................................................................................................6

4.2.

Price...........................................................................................................................6

4.3.

Place...........................................................................................................................6

4.4.

Promotion..................................................................................................................7

5.

Target Audience................................................................................................................7

6.

Positioning Strategy..........................................................................................................7

7.

Conclusion........................................................................................................................7

8.

Reference list.....................................................................................................................8

9.

Appendices......................................................................................................................10

2

9.1.

Appendix 1..............................................................................................................10

9.2.

Appendix 2..............................................................................................................11

1.

Introduction

Chambord is a French liqueur brand, established by Brown Forman and offering “all-natural raspberry liqueur” produced in France to global customers[ CITATION Bro20 \l 2057 ]. This report examines Chambord’s digital advertisement. It first provides insights into the key marketing terminologies. Through the lenses of these frameworks and additional research, the paper examines Chambord’s advertisement, followed by an in-depth analysis of its marketing mix, target audience, and positioning strategy. 2.

Definitions

Term Marketing

Definition Marketing

is

defined

Reference by

Kotler Kotler, P., 1980. Principles of

[CITATION Phi80 \n \t \l 2057 ] as the marketing. 1 ed. London: Prentice set of activities aimed at satisfying

Hall.

consumers’ needs and wants through Marketing

creating and exchanging values. Marketing Mix refers to the tactics that

Armstrong, G., Kotler, P., Harker, M.

Mix

an organization uses to achieve the

& Brennan, R., 2019. Marketing: an

desired response from the target market. introduction. 4 ed. Harlow: Person (Armstrong et al., 2019, p.10) Product

Education.

According to Armstrong et al. (2019, Armstrong, G., Kotler, P., Harker, M. p.629), product is something offered to a & Brennan, R., 2019. Marketing: an market to fulfil customers’ needs and introduction. 4 ed. Harlow: Person wants.

Place

Education.

Place refers to distribution channels. It Shimp, T. A. & Andrews, J. C., includes a company’s efforts to make its 2018. Advertising, promotion and

Price

3

offerings available to target customers

other

(Shimp & Andrews, 2018, p.57).

marketing communications. 9 ed.

aspects

of

integrated

South Western: Cengage Learning This is the amount of money one must Shimp, T. A. & Andrews, J. C., pay to obtain a product/service (Shimp

2018. Advertising, promotion and

& Andrews, 2018, p.57).

other aspects of integrated

marketing communications. 9 ed. Promotion

Promotion

includes

communicate

with

activities customers

to

and 2018. Advertising, promotion and

persuade them to act accordingly to the organizations’ Positioning

desire

(Shimp

South Western: Cengage Learning Shimp, T. A. & Andrews, J. C.,

other

aspects

of

integrated

& marketing communications. 9 ed.

Andrews, 2018, p.57). Positioning means fitting offerings to

South Western: Cengage Learning Shimp, T. A. & Andrews, J. C.,

one or more segments of the market, 2018. Advertising, promotion and with the purpose of distinguishing it other

aspects

of

integrated

from its competition (Shimp & Andrews, marketing communications. 9 ed. Category

2018, p.139). South Western: Cengage Learning According to Shimp and Andrews (2018, Shimp, T. A. & Andrews, J. C., p.114), a category contains people with

2018. Advertising, promotion and

the same set of characteristics.

other aspects of integrated marketing communications. 9 ed. South Western: Cengage Learning Shimp, T. A. & Andrews, J. C.,

Sub-

Upon identification of the category,

category

individuals within it then are narrowed 2018. Advertising, promotion and into sub-category based on specific other

aspects

of

integrated

characteristic (Shimp & Andrews, 2018, marketing communications. 9 ed. Brand

p.114). Brand comprises of elements including

South Western: Cengage Learning Armstrong, G., Kotler, P., Harker, M.

name, symbol, or design that define an & Brennan, R., 2019. Marketing: an organization’s goods/services; it helps introduction. 4 ed. Harlow: Person differentiate these goods/services from Education. those of competitors (Armstrong et al., 2019, p.651) Table 1. Key marketing terms' definitions

4

3.

Advertisement Description

Figure 1. Chambord's advertisement

Chambord’s advertisement comprises of the tagline “Because No Reason” and its product placed at centre. The caption is used wisely with the call-to-action “pick up”, and the outlets, Dan Murphy’s and Liquorland are also linked. Noticeably, images of popcorns used in association with the “movie night” mentioned in the caption. Furthermore, this advertisement has two main colours, blue and yellow. Dash (2018, pp.105-108) illustrates that colour is an impactful tool to influence consumers; while blue associates with relaxation, yellow refers to cheerfulness. This aligns with the concept of a relaxing movie night associated with this product. Overall, this advertisement persuades its audience to purchase Chambord, especially from Dan Murphy’s and Liquorland. This is the firm’s effort to create association between movie night and Chambord, thus ultimately generating sales and building consumers’ top-of-mind awareness.

5

4.

Advertisement Analysis

4.1

Product

This product is Chambord Liqueur 500mL, 16,5% by alcohol volume. According to its description, it is made from the combination of blackberries and raspberries, French Cognac, Madagascan vanilla and fragrant herbs. The taste is claimed to be “deliciously sweet and juicy” [ CITATION Liq20 \l 2057 ]. The bottle is round-shaped; and the colour is dark red, which associates with the main ingredients of blackberries and raspberries. The bottle cap and background for brand name is in gold colour. Chambord logo and brand name are labelled on the bottle. At the bottom, the information on the size and alcohol volume are printed.

4.2

Price

A bottle of Chambord Liqueur 500mL is priced at $42 at Liquorland. Based on the Liquorland’s suggestion, the competitors are identified and compared in the following table: Product Chambord Liqueur 500mL Grand Marnier 500mL Villa Massa Limoncello 500mL

Price $42 [ CITATION Liq20 \l 2057 ] $50 [ CITATION Liq201 \l 2057 ] $45 [ CITATION Liq202 \l 2057 ] Table 2. Price Comparison

Though the price gaps are insignificant, Chambord remains at the lowest among the three products.

4.3

Place

This product is found on websites from various countries like Australia, the United Kingdom, or America, therefore, in terms of the “place” element, Chambord is widely accessible. Notedly, due to the nature of the product, it is only available to those who can legally consume alcohol. Consumers can purchase Chambord in-store, from Liquorland [ CITATION Liq20 \l 2057 ], Dan Murphy’s [ CITATION Dan20 \l 2057 ], or Tesco [ CITATION Tes20 \l 2057 ], etc. Since these retailers adopt e-commerce, consumers can purchase online via their website, alongside other e-commerce sites such as Amazon [ CITATION Ama20 \l 2057 ]. Chambord also make their products available at airports, such as Melbourne airport [ CITATION Mel20 \l 2057 ].

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4.4

Promotion

Currently, Melbourne Duty Free is carrying out 50% off promotion on Chambord products [ CITATION Mel20 \l 2057 ]. Moreover, Chambord also advertises via owned media channels, including Facebook, Twitter, YouTube, and Instagram, with various videos and photos of the similar style, with Hashtag #BecauseNoReason used repeatedly. Besides, Chambord also attempts to place its advertisements on other YouTube channels such as that of Steve the Bartender (Appendix 1), which could be a celebrity endorsement; or on other website like “the Spruce eats”, where there is a comprehensive introduction of Chambord (Appendix 2).

5 Target Audience Since the advertisement mentions Australian retailers Dan Murphy’s and Liquorland, it is concluded that geographically, the Chambord targets those living in Australia and might be customers of these retailers. Chambord also targets those can legally consume alcohol, and most likely are female. This conclusion is drawn from similar advertisement from Chambord (Appendix 6). As the caption emphasizes on “movie night”, “Tuesday night”, it is noted that Chambord targets those prefer to spend their night in or have habit of drinking at night.

6 Positioning Strategy As previously mentioned, the associations with movie night and popcorn, influential colours like blue and yellow illustrate that Chambord promotes a cheerful and exciting brand image. Therefore, the company is positioning using experiential benefit, creating a vision of a fun and relaxing movie night to raise customer top-of-mind awareness. According to Shimp and Andrews (2018), this could help a business achieve both equity and behavioural outcomes.

7 Conclusion In conclusion, this report provides a detailed analysis into Chambord advertisement. Marketing mix elements are examined, with a comprehensive description of product. Further, this analysis concludes that Chambord offers the lowest price compared to its competitors; its offerings are available in different channels, and the company has numerous integrated efforts in advertising and promotion. The target audience are Australian-based female, who are old enough to consume alcohol and have habits like spending their nights in or casual drinking. Finally, the positioning strategy indicates that Chambord is positioning itself using experiential benefit, with characteristics like cheerful and relaxing. 7

8. Reference list Amazon, 2020. Chambord Black Raspberry Liqueur, 70 cl. [Online] Available at: https://www.amazon.co.uk/Chambord-Black-Raspberry-Liqueur70/dp/B004EAFEIA [Accessed 18 August 2020].

Armstrong, G., Kotler, P., Harker, M. & Brennan, R., 2019. Marketing: an introduction. 4 ed. Harlow: Person Education. Steve the Bartender, 2017. Chambord Sour Cocktail Recipe. [Online] Available at: https://www.youtube.com/watch?v=LEtiWIX67SQ [Accessed 18 August 2020].

Brown Forman, 2020. Chambord. [Online] Available at: https://www.brown-forman.com/brands/chambord/ [Accessed 15 August 2020].

Dan Murphy's, 2020. Chambord Liqueur 500mL. [Online] Available at: https://www.danmurphys.com.au/product/DM_902394/chambord-liqueur-500ml [Accessed 18 August 2020]. Dash, S. K., 2018. Role and Importance of Colour in Marketing. Journal of Managemen, 15(1), pp. 105-113. Kotler, P., 1980. Principles of marketing. 1 ed. London: Prentice Hall.

Liquorland, 2020. Grand Marnier Liqueur 500mL. [Online] Available at: https://www.liquorland.com.au/spirits/grand-marnier-liqueur-500ml_4755254 [Accessed 18 August 2020].

Liquorland, 2020. Villa Massa Limoncello 500mL. [Online] Available at: https://www.liquorland.com.au/spirits/villa-massa-limoncello-500ml_2930411 [Accessed 18 August 2020]. 8

Liquourland, 2020. Chambord. [Online] Available at: https://www.liquorland.com.au/spirits/chambord-liqueur-500ml_521246 [Accessed 17 August 2020]. Melbourne Duty Free , 2020. Chambord - Black Raspberry Liqueur 70cl. [Online] Available at: https://melbourne.shopdutyfree.com/en/chambord-black-raspberry-liqueur-70cl [Accessed 18 August 2020]. Shimp, T. A. & Andrews, J. C., 2018. Advertising, promotion and other aspects of integrated marketing communications. 9 ed. South Western: Cengage Learning. Tesco, 2020. Tequila, Liqueurs & Aperitifs, Chambord Raspberry Liqueur. [Online] Available at: https://www.tesco.com/groceries/en-GB/products/265390344 [Accessed 17 August 2020].

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9. Appendices 1.

9.1 Appendix 1

Figure 2 Chambord featured on Steve the Bartender YouTube

This YouTube channel has more than 400 million subscribers [CITATION Ste17 \l 2057 ].In this video, the recipe to make cocktail using Chambord is introduced. The product is also placed at a noticeable position. Overall, this is an effective way to expose Chambord to interested consumers.

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2.

9.2 Appendix 2

Figure 3 Blog post on Chambord

This blog post provides a comprehensive introduction, including its origins, taste, recipes, and so on. Similar to example in Appendix 1, this is an efficient way for the company to reach more consumers.

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