Through the video clips shown, we all agreed that Heineken was trying to differentiate itself as the more sophisticated brand in which to buy. This was denoted within the advert through "The Switch" that drinking Heineken produces - transforming the venue that the beer is ordered in from a run down pub to a swanky bar with attractive women and an upbeat lively atmosphere.
However, Red Stripe Beer is aimed at a younger target market. They show a young man (aged around 20 years) preparing for a house party, picking out his socks and updating his status ready for the event. Through the duration of the advert a Jamaican group are narrating his process through a song (alluding to the brand's Jamaican roots) using slang such as "stoked" to further identify with the brands young market.
Tiger beer also has a relatively young target market, firstly drawing on the idea that Tiger Beer is a way to connect with young women (as they arrive at his door requesting a bottle opener). This is the first time within the three adverts that women have been actively seen to be drinking beer in the foreground of the adverts, perhaps signifying the universal popularity of the brand. This is then continued in the second advert, where a young man travels across the world using the particular brand of beer to settle disputes in a vast array of languages as each nation is aware of the brand and fond of the produce. In its catch line "Here's to always working it out, here's to tiger time" it also implies that drinking the beer is therapeutic and a way in which to relax and resolve situations, taking the brand away from the idea of alcohol-fueled violence and charged emotions that is often reported in the media when drinking.
Our group this week also met to decipher the critical success factors in association with the TOWS report we conducted. Our results were concluded by comparing the results from the 4 main components of the report:
- Threats
- Opportunities
- Weaknesses
- Strengths
Firstly we addressed our weaknesses in association with our threats to see how we could use a weakness to combat a threat. One main threat is Nike and the proportion of the market they hold, with our less prominent advertising strategies being one of their main weaknesses.Therefore, within using their readily established relationships within the sporting field (generated through sponsorships of different athletes) they could try to eat into some of Nike's customer base through a wide scale push on advertising.
Secondly, there is opportunity to reorganize the company to increase the efficiency of business and production. This can coincide with the weakness that it depends on third party manufacturing. Therefore a second critical success factor could be to restructure the company which could mean cutting out intermediaries in production. Moreover, this could potentially lead to a decrease in the main threat that Adidas suffers from in the production of counterfeit goods, which is generally manufactured in the companies in which its main production sites are housed.
Furthermore, Adidas have an opportunity to capitalise on their ongoing research and developments of products to rise above the competition it faces from other brands such as Nike.
Finally, with such a strong brand portfolio Adidas could increase its online prescence, ensuring it takes full advantage of the growing online marketplace.
Together we developed our TOWS criteria and used research and ideas from the group to decipher our key critical success factors.
Action points:
- This week we need to ensure that we have matched all the criteria and covered all the relevant points for this project in order to receive the highest possible grade we can
- Then our next aim is to bring together all this information in the form of an infographic
- We also need to ensure each member has all the required paperwork ready to hand in the project for Monday 11th
- We also thought it would be a good idea for someone to document how we brought the project together in a final blog
Adistats
Jessica
H
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