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

Analysis of an Advert

Extracts from this document...


Analysis of an advertisement - Fragrance "Intimately Beckham Night" Marketing Communications In November 2006 David Beckham launched his first fragrance called "Instinct", as an internationally recognised name & along side the perfume house Coty they were able to generate revenue of over �20 million. Exactly a year later along with his wife Victoria Beckham they have released their own 'his & hers' fragrances called 'Intimately Beckham Night' & intend to market further with it eventually being sold in the U.S to try & capitalise on the move they have made to Los Angeles. To evaluate the way in which they have marketed the new fragrances in the press & the techniques used the Rabostic model covers all areas of the process. RESEARCH Research is important in any marketing campaign as it can make or break a product. When researching for the 'Intimately Beckham Night' campaign the first thing would be to look at the current market for fragrances, how they are marketed, what's worked well, celebrity endorsed fragrances & also the development of the dual fragrances. Within the current fragrance market which is a �1.4 billion a year market (Mintel 2007) in the UK its important to look where their looking to position themselves as many fragrances are launched in the UK each year & many fall away because they've not researched enough & put in the time to look for openings. ...read more.


BUDGET With the increase of fragrance launches in the past few years and in particularly celebrity fragrances the amount of money that is being sent on advertising and launching a product has increased. An example of this spending can be seen in the research by Mintel into the amounts spent. See Appendix D - Table of Expenditure With the large amounts of money being spent it highlights the need to make sure adequate research & planning goes into launching as if it goes wrong can have impact on finances. OBJECTIVES The objectives that they will be looking to achieve from the campaign & launch of the new fragrances will be to increase the market share to which the celebrity market has, also create a good share of the dual fragrance market that they are entering & take the Beckham name more global. With the introduction of the fragrance they will be looking to make an impact with fragrance market & look at ways to utilise the product life cycle. As the name of the fragrance is "night" there is an emphasis that the fragrance is meant to be used at night & for going out, this can be seen thought eh advertisement as the Beckham's are both dressed up & the imagery is very dark to give the impression its night time. ...read more.


With the Beckham's appearing in many celebrity magazines & in the newspapers near enough everyday they will also benefit from the Free PR that they get, around the time of release the Beckham's featured even more than usual because of there move to Los Angeles, David's football career with England resurrecting & the couple being seen regularly with other big names like Tom Cruise, Will Smith, etc, all of which are good press for the couple. Other ways in which they could further implement the fragrance are samples of the fragrance giving the audience something tangible, the couple promoting it in the press & maybe even do a publicity stunt creating more buzz around them, something they have done it the past successfully. CONTROL With any campaign its important to make sure that there is control & that continual evaluation is done on the product against its targets. To make sure that if improvement is needed or it can be implemented better I.e. - placing the advert or pricing it lower, then this is done, alternatively if the product is doing well look at possible ways to embellish this. Having accessed the different aspects of the marketed the new fragrances & the processes involved it is evident that a lot of work is involved in the launch of a new product and that the implementation could mean either the success or failure of a product. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing 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 University Degree Marketing essays

  1. External analysis for Tesco's

    The last strategy of focus can be either a cost leadership or differentiation strategy aimed toward a narrow, focused market. In pursuing a cost leadership strategy Tesco focuses on the creation of internal efficiencies that will help them withstand external pressures.

  2. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    * Globalizing: Increased effort to both 'think global' and 'act local'. * Flattening: Reducing the number of organizational levels to get closer to the customer. * Focusing: Determining the most profitable businesses and customers and focusing on them. * Empowering: Encouraging and empowering personnel to produce more ideas and take more initiative.

  1. Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term ...

    of celebrity endorsement, regardless of the fact that this is a statement made more than 13 years ago, it is clear to see that whether its 20 percent or not, the use of celebrity endorsement is still strongly used in marketing.


    Boots recent marketing campaign involves a price discounting programme called 'Lower prices you'll love' with price cut's being made on more than 1500 products. On the other hand, Superdrug has decided to focus their efforts on their female shoppers in order to sustain consumer satisfaction.

  1. David Beckham and Sport In Business (Marketing).

    To succeed in sports marketing one needs to understand both the sports industry and the specific application of marketing principles and processes to sports contexts and the companies that choose David Beckham as a face for their products have an excellent grasp on both .

  2. Consultants' analysis of Eventmakers

    Also the internal weaknesses, which could prevent the company from exploiting external opportunities or even worsen situation of the company, must be minimized. Analysis will be applied in order to find out weak points in the company` s activities which will have to be subsequently restored.

  1. Philippine Postal OFfice_SWOT Analysis

    will then be absorbed by the stone, thus the color becomes an integral part of the stone. The base color is blended throughout and the mortar can be colored to match as well. There are no noticeable changes in the color after years of weathering.

  2. A critical analysis of cross cultural celebrity endorsement: David Beckham

    This can be done by adapting the celebrity to the cultural norms so that creative advertising strategy is matched to the fundamental cultural values of the target audiences. There must be some sense of identification between the celebrity endorser, the product and the culture in which advertising takes place.

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