CAMPAIGN CRITIQUEE
10
100PLUS ACTIVE
Student’s Name
Institutional Affiliation
Date
100PLUS ACTIVE
1. Executive Summary
Within marketing, there is a need to conduct promotions of products through adverts. Purports that the success of a product is in the well-coordinated marketing process with proper pricing. Advertising is a paid kind of no personal communication on a firm, service, idea, or product that a sponsor identifies (Hudges, 2018). Advertising is under the many promotional mix elements in business. Integrated marketing communication, on the other hand, there should be management on the image of the organization in the100PLUS Active advert which is a model of the Fraser & Neave Limited sold to replenish the sportspeople and rehydrate them. However, other target population and those people who long to have an active life and take part in any kind of exercise. The drink has selling points such as the unique refreshing test, the target to produce and sustain sporting, the ability to regenerate minerals as well as enhance a new look in the sportsperson even after they are worked out.
100PLUS Active targets everyone in the world, even though previously it targeted the Singapore population and sports hubs in schools. The generation targeted were generation Z and Y who are interested in having an active life, replenished body, nonexhausting gaming activity and are aware of the loss experienced during exercise (100plus, n.d). Based on the 100PLUS Active advertisement, there are strengths that fall in the theories of advertisement such as hidden message, mediation of reality, and application of strengths. In the advertisement, there is the usage of psychology and message to communicate the value of the advert through popular sports. However, weaknesses underlying the advert emerge in the imitative desire theory and hidden meaning theories have exposed challenges in the advert. For example, the psychology of the audience is downplayed and the visionary element in the advert. Generally, to advertise implies the place an announcement and persuasive message in time or space bought in the mass media by a business organization, government agency, non-profit establishment, and individuals that seeks to members of a specific ta convince or inform the target market or audience in regard to their goods, services, firms, or ideas (Hudges, 2018). Centralized marketing with a central theme and message positioning is essential in creating the image of the organization. The communication of products should be timely, coordinated, measurable, and persuasive so as to attract prospective clients and have the workforce, associates and other external and integral audiences relating to the product more.
2. Introduction
While advertising, it is good to look at the relevancy it has to both external and internal audience who view it. The message and overall advertisement should be built in a manner that it proves its permanent significance and rapid communication to the customers and any other stakeholders through making efforts to acquire, retain, and develop a strong relationship. Coordinated promotion prevents duplication and maximizes return on investment. Adaptation to the changing environment, on the other hand, offers respect to the clients, media consumption behavior and technology. Even though marketers have been for a long time relying on mass media hence TV, magazines, newspapers, and radio were enormously used. Currently, the presence of cable networks has brought in a lot of other forms of entertainment that all other media have to go internet to make their advertisements palatable (Hudges, 2018). The internet required a refined kind of advertising targeting the interests of the clients and helping the audience acquire information about the kind of products or services they are being marketed for online. Google has dominated that world and it targets clients who use Facebook, Twitter, LinkedIn, YouTube, Google plus through AdWords. A lot of consumers are now less responsive to conventional forms of advertising because they are tired of bombarded messages. It has come to the realization of many advertising companies that there is a revolution in the marketing process.
In an advertisement, there should be brand building and maintenances through which the brand received identity, hence that is why a product that is being advertised should have a company logo, name, symbols showing the focus of the company, the price and patents. Besides, there should be experience with the product, packaging and the outcome of using it. The clients should be able to hear, see, read, and interact with the product in the advertisement. Even though in the past, the advertising was the consumer area, and companies used it for making more sells, interrupting and persuading people about their products or services, showing the brands they have and using the challenges which are most conducive in influencing people, things have changed (Hudges, 2018). It is no longer a place to the pact on transactions or presents the brand positively. On the other hand, current advertising must have the objective of building sustainability in the relationships so that as more sales are attained, there is increased trust. Besides, there is a strategic plan of engaging people and starting with why the brand exists in the first place. Moreover, the media used now is the channels most conducive to engage people and the content of the brand is presented in the most authentic manner. The success measure then comes through checking what outcome the advertisement has on both transaction and trust.
3. Selection of a company/product
a. Classification of selected company/product
The selected product is a drink which is 100PLUS Active is a number one isotonic speciality good that is meant for the sportspeople. The drink was established as early as 1983 by Fraser and Neave Limited so as to develop sports and give active lifestyle in Singapore (100 Plus, N.d). The active life included swimming, marathon, walking, badminton, and cycling. Sports associations have been encouraged to offer products to sports people. Thus, the product occupies the Singapore Sports Hub. Currently, the drink has gone global.
b. A brief description of the selected company/product
100PLUS was introduced with an objective of endorsing active lifestyles. Being an isotonic drink, it enables the body to realize hydration and electrolyte balance. It is particularly formed to help in restoring what the body loses in the course of the day’s activities. As such, 100PLUS involves a unique mixture of carbohydrates and electrolytes which help in transporting nutrients efficiently into the body. Besides, it provides an instant source of energy, thus enabling clients to achieve their best in their day to day activities still. 100PLUS Active contains B vitamins that include B3, B12, and B 6. It is also non-carbonated meant to facilitate production of energy and aiding the sports people to recover and it is manufactured in four flavours which include Lemon Lime, Tangy tangerine, Active, and Tangerines from the 100 Plus. The Plus product serves in hydration when sportspeople perspire during exercising. During such a process, an individual has their body cooling down in a natural process as energy is generated and later is transformed into heat. Such a process is the body’s coolant (100Plus n.d.). Nonetheless, the continuous perspiration proceeds without replenishment of the lost liquid could cause overheating. That makes hydration important for effective and safe exercising. 100PLUS Active enhances hydration due to the unique blend of carbohydrates and electrons that are contained within it.
During a sporting activity or while exercising, one loses fluid that is more than just water. The sweating process causes loss of electrolytes also called minerals such as potassium and sodium. The electrolytes are essential for the daily body functioning with sodium helping the body to absorb and retain water effectively (100Plus, n.d). Moreover, an individual who is worked out has their energy burned up. The simple carbohydrates, sucrose and glucose that are accessible in 100Plus afford one immediacy in the acquisition of energy for an active lifestyle. 100PLUS Active contains vitamins B3, B6, and B12 that help in reducing tiredness and fatigue. Furthermore, Vitamin B3 assists in releasing energy from fats, proteins, and carbohydrates, whereas vitamin B6 is essential for the generation of energy. Both Vitamins B6 and B12 assist in the formation of red blood cells that are essential for everyone.
The product’s functions, benefits, brand positioning
The carbonated isotonic drink is formulated by F & N company to rehydrate and replenish fluid after one has engaged in some active sports. In this case, the drink energizes customers to achieve some high performance. In the brand positioning, 100PLUS Active is an embodiment of hope and ambition with the celebration of success beyond the imagination of every individual. Being a pioneer of the isotonic category, the company drives force redefined in unique flavour and taste. The company has a mission of scoring taste buds, winning hearts, and establishing itself from a sports drink popular to marathon runners through the ability to hydrate a million people every day. The drain builds an inspiring sense of creativity and determination through the vision: invigorating and empowering lives in greater ways; that the best is yet to be, that nothing is beyond our limits to enable everyone to outdo themselves (100 Plus, n.d). The positioning of the product to the target consumers is strong with a powerful brand position in the mind of the clients. Since it replenishes water or energy drink after an intense exercise, the message is as close to the isotonic and energy drink that serves such purpose.
Unique selling point
Therefore, through three key points such as hydrating the body, soul and mind, inspiring the going further and achievement of more as well as empowering one to fulfil their potential through its unique formula, light, refreshing taste which promptly quenches thirst and invigorated the body and spirit into moving to the fullest of life, those are selling points (Hudges, 2018). Besides, the targeting of an active lifestyle and refreshed look are additional considerations in the discussion.
4. Target market
100PLUS Active as a soft drink which targets athletes, international footballers, and anyone interested in a healthy active lifestyle. Within the advertisement, they have people who love exercising or associate with a particular sport because that is their target market. At first, it began with The Singaporean sportspeople who are in schools and other learning institutions. Currently, it is targeted towards all the people more so sportsman. However, the rebranding was done in 2013, to reach other consumers who are not just sporting people. In the Outdo Yourself tagline, the market segment was expanded to anyone exercising and who needs the drink. Obviously, the product is targeting those customers who prefer non-carbonated version of isotonic drinks with great flavors.
Demographic Segment
100PLUS Active targets young population at the age of 19-20 in an active lifestyle. In terms of gender, the product focuses on both male and female customers. Such clients should be ready to impress re-energization during active life, looking for a way to replenish their energy and and are conscious about their style of life while thinking about sporting and exercising in long-term. Besides, they should also have high value for an active life.
Psychographic Segment
In the 100PLUS Active advert, it targets majorly sportspeople generation Z and Y who are known to seek body figure, muscles, and have an active life. Since 100PLUS Active targets sportspeople taking speed skating, soccer, martial arts, table tennis, field hockey, rugby, hockey, and all other related sports, their psychographics lies within these descriptions. The target market is goal setters, with inner desire and drive to succeed, natural leaders, have self-confidence, have a strong sense of motivation, optimism, self-discipline, and a sense of belonging (Rossum, 2006). Besides, these populations are persistent and competitive. Most of them are young, energetic and prefer a healthy lifestyle. In a clear description of the target market, it is the self-driven willing to be active individuals. Optimistic of the importance of active life and feeling, they will get a worth deal from 100PLUS Active during exercising, while often seeking re-energization and rehydration during a sporting encounter. 100PLUS Active on the the self-aware individual who worries about dehydration and is informed about the effects of exercising and workout in the field.
5. Communication objectives
From the advertisements, the objectives include the expansion of the market to more population, to maintain loyalty of former clients, to increase the demand for the product, to increase sales of the product in the company, as well as have high development of sports as the previous objective that made the company came up with the brand. Still, the company targets to understand the lifestyle of its customers so as to improve it using the new product with some natural ingredients. While initiating a strong awareness in regard to the launch of this drink, it intends to promote a clear message that the drink is healthy for the sporty and the young people. Furthermore, the company’s management will be in a position to determine the tastes and preferences of its customers so as to decide on how to improve its flavor.
6. Critique of advertisement
a. Strengths
With the rise of social media use, effective advertising demand that a company goes beyond one commercial and uses multilingual global websites. When communicating to the clients the organization should work to have them understand what is promoting, the value it has in an innovative manner. The nature of communication is quite imperative, hence that who prepares an advertisement should consider the transmission, reception, and information processing through constructing the message in a creative way (Chitty, Luck & Barker, 2018). During the formation of either the verbal or nonverbal cues, encoded on the social media page, twitter account and other possible channels. The message has to be clear to those who receive it for it to be quality in the marketing communication process.
During integrated marketing communication, there is coordination and integration for every marketing communication avenue, tool, source in the program that is aimed at maximization of the impact on clients and other stakeholders. The program covers the business-to-business, internally directed, customer-focused, and market channel communication. Among the aims of marketing are creating a new competitive position, increasing market share, affording decides actions for the customers, as well as having high sales. In the advertisement shown, the key target market seems to be sportspeople, hence that is why there are a soccer player and a hockey player to whom 100PLUS Active is being advertised. The marketing objective is to have increased purchase and use of 100PLUS Active product among these populations. The marketing strategies applied include showing the brand, having a picture of the brand and predicting the significance of the product, its uniqueness and the position the product has in the marketplace.
In the theory of mediation of reality, advertisements are more effective when they are stirred with other media and in a setting within which they are embedded. An advertisement becomes persuasive when they utilize a media to acquire the world of fictions and the deeds in an integrated form and not just the content. The media should describe the excitement and addiction through extension and heightening of the neural responses. Even though some people have used 100PLUS Active in Singapore, Malaysia and other places, the advertisement is put in print media as a thing to repetitively excite them to do it themselves. Use the drink to replenish their energy, boost their mineral levels and enhance performance while in sports.
The second theory that is applicable to the strengths of the brand is shifting loyalties in which advertising firms must be aware of how to play upon and reproduce the conflicting loyalties which keep transforming. Principally, the advertisers often attempt to build a sturdy sense of loyalty of a personalized brand, yet they too have a process of making consumers be persuaded to change their loyalties and make an effort of rather a novel thing and basically renounce the ancient loyalty for a moderately new brand in the marketplace.
In 100PLUS Active, the advertising firm has indeed hit the loyalties by placing images of various sportspeople whom the target audience can associate with and wish to remain in the marketplace. Advertisements are effectual in the making the clients shift loyalty to a specific brand given that they can use messages made in a manner which is psychologically implicating such a product to negativity. Even though the product does not implicate another product negatively, it seems to insinuate that without the product, one would lose what benefits they would have with such a brand.
The final and third theory is the hidden message where the advertisements are utilized in order to manipulate and unconsciously mislead the public. According to the views of psychologists, an advert is traitorous for it makes use of psychology to come up with the hidden messages which are emotionally loaded. The resultant outcome is that due to the hidden message, the audience have a reduced and deluded critical resistance. In the advert, it provided the message on the value of the drink is hidden in the players and the information manipulated to the audience so that they trust the value they can receive from the drink. The audience gains the notion that they will be happy and healthy as the sportspeople in the advert.
b. Weakness
The value on the message that communicates with the target audience just as the process works on stimulating the demand for a product of another type. The process as well as in the competing within a commercial process and professional markets so as to have current and potential clients (Belch and Belch, 2014). For instance, business-to-business marketers made use of adverts to perform essential duties within a company and such aims include, the building of awareness of a firm and its products, the generation of leads for the sales force, the reassurance of clients about the buying they have accomplished, and the creation of favorable company image. In the advertising process, there are categories of advertising which include national advertising through which large organizations with well-known brands aim at informing or reminding the clients of the firm or brands or the characteristics, worth, merits, or uses and create or reinforce the image of the company so that the clients will be interested in purchasing it.
The second advertising is retained also known as local advertising by local consumers of retailers who aim to inspire the clients to purchase from a particular store, make use of local amenities, or patronize a given firm. There is more stress on the particular patronage motive like operation hour, atmosphere, merchandise type, price, service, or image. Retailers have to take care of the building of store traffic, hence they have direct-kind of advertising aimed at producing immediate store traffic and sales.
The third kind of advertising is the primary V selective and it is aimed at inspiring demand for the general product category or the whole industry. The intention is to create demand for a particular brand in the organization through stimulation of selective demand and stressing on why one should buy a given brand. Advertising serves to boost the corporate image of a firm. During designing an advertisement, the objective, the strategy, the message, media approach and tactics (Belch and Belch 2014).
Nonetheless, the fact that particular sports have been mentioned instead of just using a universal sports picture than any other sportsperson can associate with. In terms of balancing the pictures and the message, as well as the product, there is some disproportionality because the pictures are big and placed on a linear line as it was sports which are being advertised. On the other hand, the word informing about the product and the picture of the product is placed below the adverts, on the extreme corner with small writings that make it almost invisible. Looking at the ad there has been a synthesis effort in the divergence with the creatorwanting to integrate unrelated objects such as sportspeople, and the brain, however, the communication never came out quite clearly.
The magic of meaning theory communicates that advertisements serve in integrating the meaning of the brands to the users and to selling. As such, advertisements have an impact on the values and other imperative beliefs that the consumers hold. It is quite important in showing the way in which the reasons as to why advertisements have gone beyond the process of just selling goods and services and are by then taking part in the shaping of social and individual values. Now 100 Plus advertisement has a weakness of going beyond sports people are the reason why they are selling the product (Casero-Ripollés 2012). They hardly show the values through the advertisement. Moreover, the advertisement should be perceived as a kind of organized magic which hides the actual nature of consumerism thus having an impact on the social objectives and the outlooks of the public. Such is shown in the capacity of the advertisement to keep away the public from discontented questions. In the 100 Plus advertisement, there are many unanswered questions about the brand, the images of sportspeople placed there are the message “DO it Yourself”.
In the imitative desire theory, advertisements tend to play upon the tendency of the clients to want what other individuals also wish. Human nature to the desire of being what other individuals ware particularly when the other individual is so powerful, good-looking, or famous. However, the reality of the matter is that it might be quite impossible to become the other and it is a castle that people build in the air. Similarly, there is a need to understand how advertisements work in a collaboratively ritualistic way. They give the vision of the society and ideologies the general world holds. Now looking at 100PLUS Active advertisement there is little emphasis on the universal ideology of active life and the people placed in the advertisement are not as popular to everyone on the world.
7. Media used
a) Strengths
The media used was a newspaper. The newspaper always allows a large reading by people of diverse ages. Given that the company is now receiving its target population the media would be alright because it would attract even the old people into checking information. Besides, newspapers normally have sports news, hence placing it is a newspaper is suitable for it places the advert where the target population will obviously meet the advert.
b) Weaknesses
Even though the company preferred newspaper, based on the demographics and the times, newspapers are one of the least read media. Some of the newspapers provided online demand with the subscription before reading. Since there is free online information such demands make it difficult for people to pursue reading newspapers even if they exist online (Casero-Ripollés 2012). Even if the newspapers were free, the presence of too much information and availability of other media such as radio, Tv, circular, window/circular display, and social media provisions like YouTube, LinkedIn, Websites, and more attracts a greater audience who them might hardly read newspapers.
c) Recommendations
There are areas that require improvement which can make the advertisement more popular. It could be good that in synthesis there is a way the athletes are holding the drink to their mouths after a tiring sports events and then below the image is an energetic individual who has used the drink and rejuvenated. That way, the combination of objects could be relevant or rather symbolic, instead of having varied faces on the advert, it is recommendable to pick a popular sportsperson either in gymnastics, soccer, hockey, volleyball, or rugby so that he communicates a powerful message in the advert to the audience. It is recommendable that there is more creativity in advertisements. Besides, there should be a picture of one popular sportsperson who could help to create the impression and build the advertising strategy and objective. The creativity of an advertisement should be in divergence so that the target clients interact with it.
Also, there should be an artistic value in an advertisement or products. For instance, the 100PLUS Active drink should emerge in a virtual bottle that flashes with attractive colors for the clients. Instead of having black for background a primary color like yellow or white could be chosen, then blue in the brand, and there is red as well as other tertiary colors to attract the eye. The virtual element could also make the advert more of an ad-to-consumer relevance, particularly to the baby boomers who are trapped in IT and find excitement in that (Smith, Chen, & Yang, 2008). They would easily be motivated to watch an advert that has such elements that the one shown above. In making the 100PLUS Active a brand-to-consumer relevant brand, it could be recommendable to have just a popular figure in drama and music and combine in some beats and universal needs so that it does appear that the drink can only be taken by the sportspeople.
d) Conclusion
Recommendation of a completely new media
The media I consider suitable for this advertisement is social media through all platforms that could allow infusion of music and other pops. Given that the primary target market is the young Generation Z and Y, IT-oriented media could be more significant. The advertisement is to elaborate for it lacks unexpected details hence that makes it less complicated and intricate for the target audience. Nonetheless, there is a need for specific message talking more about the product and what it can do for the users than just saying Out Do Yourself as if the target is service. The advertisement could be improved by showing the value of the product like “Take it, swallow it, boost your muscles”. That could directly engage the target audience into buying it.
Bibliography
100Plus. n.d. "100PLUS Active." https://100plus.com.sg/brand-mission/.
Belch, G. & Belch., M. (2007), Advertising and Promotion (Seventh Edition). New York, NY: Irwin/McGraw-hill.
Belch, George, E and Belch, Michael, A. 2014. Advertising and promotion : an Intergrated marketing Communications perspective. San Diego: McGraw Hill Education .
Casero-Ripollés. 2012. "Beyond Newspapers: News Consumption among Young People in the Digital Era." Journal of Communicatiom 20 (39): 151-58. doi:10.3916/C39-2012-03-05.
Chitty, W., Luck, E., Barker, N., Sassenberg, A.M., Shimp, T.E., Andrews, J.C., 2018, Integrated marketing communications, 5th Asia-Pacific edition, Cengage Learning Australia Pty Ltd.
Hughes, A. 2018. market driven political advertising: social, digital and mobile marketing. Canberra: Palgrave Macmillan.
Rossum, J.H.A. 2006. "Psychological Characteristics of Elite Athletes According to Top Level Coaches." 15-23. doi:https://doi.org/10.1080/0937445960070103.
Smith, R.E., Chen, J., & Yang, X. 2008. "Creativity in advertising has become a major research topic after." Journal of Advertising 37 (4): 47-61. doi:10.2753/JOA0091-3367370404.