• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

marketing communications for cider

Extracts from this document...

Introduction

1) AN ANALYSIS OF THE CURRENT MARKETING COMMUNICATIONS SUITABLE TO DUNKERTONS. As per the case study, no means of marketing communications are mentioned for Dunkertons. The suitable means can be: * Media Advertising * Direct Marketing * Sales Promotion * Online Marketing * Public Relations * Publicity Marketing communications will be depending upon the demand generation, product/produce/service positioning. The above means of communications are deduced by looking at the current campaigns given in the case study. 2) A CONTEXTUAL ANALYSIS TO INCLUDE A SITUATIONAL ANALYSIS AND REFLECTING ALL THE ISSUES THAT DUNKERTONS SHOULD CONSIDER BEFORE IMPLEMENTING THE MARKETING COMMUNICATIONS STRATEGY. Porter's five forces Analysis Potential Entrants: * Barriers to entry are quite low. * No high investments in equipment. * A beverage manufacturer can add cider in their existing production to make cider drinks. * Not a difficult formula to make cider. * Fast growing industry with some good margins to attract new entrants. Suppliers: * A low bargaining power of suppliers due to global supply. * More variety of apples and apple juice can add a little bargain with variety of quality. * Widely available in UK so there is enough supply. Substitutes: * Since a barrier of entrants is low the threat of substitutes is high in the industry. * Multiple alternatives in the industry could bring challenging to capture the market. Competitors: * Hard cider has high competition with beer, wine and alcoholic drinks. ...read more.

Middle

10% INTERNET 10% BTL Activities 10% * Length of campaign (ATL activities): 4 months (April, May, June, July) o As per the seasonal demand of the cider, the campaign will run for four months. o ATL activities include the TV ads, print insertions, internet ads and cinema ads. * BTL activities will also be a part of the campaign which includes the stalls in the food and cooking exhibitions. * Advertorials will be published by the opinion formers regarding the promotion of the cider, which will help in developing the brand, these advertorials will be published in the health, fitness and lifestyle magazines specifically to cover the female cider market. MEDIA DESCRIPTION MEDIA DESCRIPTION TV o TV will be used for brand announcement. o TV ads will be placed at the regional channels of the specific areas at the scattered frequency so as to avoid the wastage of budget. o The preferred TV channels will be London Weekend Television (LWT), ITV 1 London and ITV West Country. PRINT o Print media will be use as the support for the TV. o Black & white insertions will be used. o Advertorials by the opinion formers will be published in the health & fitness and the lifestyle magazines. o The preferred vehicles for this medium according to the area will be Thelondonpaper*, Avon & Gloucestershire Express and Frome Times. ...read more.

Conclusion

Mono Scc Property 1 ins �12.00 Mono scc 1 ins �5.00 Spot scc 1 ins �6.00 Colour scc 1 ins �7.00 Spot scc property 1 ins �13.00 Colour scc property 1 ins �14.00 Spot scc recruitment 1 ins �16.00 Colour scc recruitment 1 ins �17.00 Display Mono Page 1 ins �2880.00 Mono Half 1 ins �1440.00 Mono Scc 1 ins �10.00 Colour Page 1 ins �4032.00 Colour Half 1 ins �1904.00 Colour Scc 1 ins �14.00 Spot Page 1 ins �3724.00 Spot Scc 1 ins �13.00 Mono dps 1 ins �5760.00 Spot dps 1 ins �6912.00 Spot half 1 ins �1768.00 Colour dps 1 ins �7488.00 Production Ad Sizes Type area Trim size Bleed area dps 350 x 528 - - half horizontal 170 x 264 - - half vertical 350 x 132 - - page 350 x 264 - - Digital Jpeg, Tiff, PDF, Word.doc, ISDN all at 150 DPI Frome Times URL http://www.frometimes.co.uk Established 01 Mar 1999 Frequency Fortnightly - Thursday Contacts Publisher Wiltshire Publications Ltd, 31 Market Place, Melksham, Wiltshire, SN12 6ES.Switchboard: 01225 704761, Fax: 01225 708081, Email: frometimes@btconnect.com Managing Director Ian Drew melkshamnews@btconnect.com Ad Manager Ben Carey Circulation 01 Jan 2006 Pub Stmt 12,000 Rates Rates Effective: 1 Jan 2006 Agency Commission: 10.00% Classified Mono scc 1 ins �2.50 Display Mono Page 1 ins �450.00 Mono Half 1 ins �260.00 Mono Quarter 1 ins �150.00 Mono Scc 1 ins �2.50 Series Discounts 4 ins 10.00% 10 ins 25.00% Inserts Loose: �22 per thousand. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    in the press, on television, radio, posters, direct mail and in the cinema. The remaining 20 per cent or so bought classified advertising (small ads), financial and legal notices, company announcements, and recruitment advertising (job ads) and advertising in the business and professional press.

  2. Advertisement Analysis

    Once the viewer does see the gambling chips he may make an assumption that because you gamble in public this beer is one to be seen drinking in public. Advertisement 3 has not been cropped. The advertising company may have done this to let you see the whole smashed bottle that has more of an effect on the viewer.

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    implementated during the 2005 campaign. It presents the key messages, communication channels, complementary resources, timing, budget, control and other important elements. This framework will allow the company to make sure at anytime during the project that the campaign is developped correctly, from its creation to its measurement.

  2. Marketing Communications Plan For A Small Cleaning Service Company.

    To achieve these objectives AtHome's communication plan will focus on affecting the mental stages desire and Action in the AIDA-model. (Brassington and Pettitt, 2000, p. 578) The communications objectives are to: > Raise awareness of AtHome's services among the ABC1 social grades, among the 25-45 age group, and mainly among

  1. Evaluation for child awareness campaign

    story was done with a certain degree of success, using enigmatic photos, yet giving out very strong hints that made the audience almost certain of what is was about. The logo accompanied by the telephone number and the website of the organisation was found on both posters, giving the readers

  2. Free essay

    Tetley Evaluation

    The house owner comes into the house and sees that the burglar is sitting in her kitchen drinking a cup of Tetley Tea. The theme of the advert would have a Mission Impossible feel to the advert along side the mission impossible classic theme song.

  1. Marketing Plan for Lloyds TSB

    Recent banking innovations that Lloyds TSB have implemented include riding the crest of the wave in a new trend for "black" credit cards. These used to be invitation-only credit cards loaded with benefits for affluent individuals. With customers demanding more benefits from their finances, black cards are being offered more

  2. Free essay

    Marketing Strategy for Errol Anderson Motors - Chapter 1: The Different Types of Marketing ...

    the garage which would mean you wouldn't be paying for impressions from people which are far away from the garage. The bad thing about posters is too many would be unprofessional and people see this as wasting paper and morally wrong which would affect the customers view on a Errol's business.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work