- 15 points, 15 paper lines
Evaluate the advertisement. Identify the Ad’s target market, the communication objective, content and appeals. Identify the elements that manifest it.
It is very important to differentiate product buyers from the product end-users. The advertisement might deceive us to think that its target market are parents (they are the product audience) but looking at it intently, it would really be the kids who are being targeted. With regard to its communication objective, the ad wants for its target market to prefer their product as against to its competitors and earn their conviction to finally purchase the product. It also used an informative and persuasive form of advertising. This claim is evident on the content of the advertisement. The ad showed that there were actually 523 M cavities destroyed since Crest was introduced—this aims to inform its target market (and audience) how effective their product is. The ad also persuades its target market through its message Aren’t your kids worth Crest? to purchase their product. The ad used a message structure/content wherein it presented a strong argument and leave the conclusion to its target market. The ad applied a rational and emotional appeal to get the desired response of the company which is to purchase their product. The message “523 M cavities down the tube” signifies the rational appeal while the message “Aren’t your kids worth of Crest” implies the ad’s emotional appeal to its target market.
If it were marketed in the Philippines, who could be a message source for the company to make it more effective. Why?
It has been proven that highly credible sources are more persuasive. Thus, the Philippine Dental Association would fit this category being highly credible when it comes to such issues. Testimonies from kids with healthy teeth can also be considered.
3. 10 points, 7 paper lines
A Mexican company is planning to introduce a chili catsup in the Philippines this December. You were hired to appraise the feasibility of the venture. Cite three factors that are important and briefly explain why they are important
It is very important to consider your target market. How are they in terms of economic status and ability to purchase your product. It is also important upon identifying your target market to see whether there is in deed a demand for such product. After you have identified your target market, it is crucial to consider your competitors so that you would know what marketing position and strategies should be taken to enter the market. Your marketing strategy would affect the way how would you position your product in the market. This is critical since this would leave a long lasting impression of your customer towards your product. Successful positioning means success.
15 points, 15 paper lines
Given the four competitive positions, what position would best suit the new entrant? Explain your choice. Provide a pricing and distribution strategies and activities that will enable the company to pursue the strategy of your choice.
Chili catsup is considered as a condiment having so many alternatives available in the market, the presence of chili is also a threat as an alternative. Having said this, it would be best to introduce the product as a market nicher first which should try its best to be a market leader in the future. This kind of strategy is advantageous since they will be specialized and they would know better their target market. A market observing several celebrations such as fiestas and other holidays would be a good market to niche on, where condiments, usually catsup, are greatly used. (Bicol Region, where its populace loves spicy food, can also be considered.) Since the product is still in its introductory stage, it would be better to introduce it in the market using a market penetration strategy to increase its short-run sales and eventually acquire a big market share creating a huge demand for the product. Promotional pricing would also be of great help where the product shall be priced lower than its list price or even in its cost. A value-based pricing should also be considered. Distribution strategies are very important since this will determine how the products would reach the consumers. Optimization of selling intermediaries such as retail and wholesale stores should be observed. Promotional activities such as “free-taste” outlets in supermarkets shall be conducted so that passers may experience the product and might be a good source to let his/her friends know about the product. Strategic location on its distribution channel should also be observed together with an eye-catching packaging of the product. This would hasten the popularity of the product.
4. 10 pints, 10 paper lines
Briefly discuss one social and ethical issue in marketing which you think is prevalent in the Philippine market. Cite observable manifestations of this issue. How can an erring company deal with it in a most responsible way?
One of the prevalent marketing issues in the country would be the deceptive practices, deceptive promotion in particular where product’s features or performance are misrepresented. A good example would be the selling of glutathione as a whitening product. Such product is a master antioxidant of the cell and the principle antioxidant of the deep lung, Glutathione increases the effectiveness of the body's other antioxidants. However, glutathione was successfully positioned in the market as a whitening product. Its whitening attribute is just a side-effect of using it and not a complete assurance upon its usage. Having such attribute in the mind of the consumers will in deed mislead them upon purchase of such product. Such purchase would not take into place if the consumers only know about the real effect of the product. To deal with this kind of issue, the company should disclose important information to its consumers (which is very unlikely in the nature of glutathione) so that their consumers will be rightly informed and will have the right to decide whether to purchase it or not using the correct information. Informed consumers are powerful consumers.
5. BONUS 10 points, 5 paper lines
Discuss one of the five big trends or one of the immutable laws in a Philippine context and how can Filipino companies take advantage of this trend or concept.
Quest for the cult brand- this explains how consumers become so addicted in brand names that results to fanaticism. Consumers don’t usually see the need/purpose of such product but they are more into the brand name. However, fanatical consumers are difficult to attain but once your product has established such level, the company should take its great advantage by intensifying its marketing strategies/communications.
The ad used its competitive advantage against its competitor by citing how many cavities were destroyed since its release in the market.
Retrieved via internet, March 11, 2008 also available at http://www.google.com.ph/search?hl=tl&q=define%3Aglutathione&btnG=Maghanap&meta=