Case Study(Marketing)-Consumer Packaged Goods-Food
The following framework serves as a method to organize your thoughts. The length of the write-up may vary from case to case but it should be at least 3 to 5 pages. Try to be as concise as you can, as brevity demonstrates that you have a clear understanding of the information. However, do not do so at the expense of a thorough analysis.
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Case Study(Marketing)-Consumer Packaged Goods-Food
What is required is for you to watch current TV, video commercials/view print ads/ listen to radio commercials/view on-line ads for a brand. There will be cases where the brand does employ more than one media channel, so you should view as many ads for the brand as possible.
You will analyze the advertising for the brand as follows:
Advertising Category/Name of the Brand Chosen
Purpose of the Advertising- What is the advertising program seeking to accomplish? This should be a simple statement or even a paragraph of the objectives of the ad campaign.
Creative Strategy/Brief- You should look to analyze the ads with these questions in mind…What is the creative approach? What problem is the brand looking to address? Who is the brand trying to reach/appeal to? What are the key consumer benefits and does it deliver those benefits? If there are any brand mandatories, do you think they are helpful or not? In essence, you are developing a Creative Brief.
Competitive- You should compare your brand’s message to the competition. If applicable, choose one or two competitors who advertise and analyze the similarities and differences between the brand you chose and the competition. Essentially, you are developing a competitive Creative Brief.
Media Strategy- Review the media channels used by your brand and the competition and provide a point of view. Do you think the brand is employing the correct vehicles, based on the creative strategy stated above? Is the competition using the same or different media vehicles? This is the Media Strategy.
Digital/Social Media – You must review the digital/social media efforts for the brand you are analyzing as well as the competition and provide comments about how it adds to the overall communications message of the brand. Review sites such as the brand’s website, Facebook, Twitter, Instagram, Pinterest, Tumblr, Google +, YouTube and any others you might find relevant.
As the commercial shows, Lay’s wants to convey that once you see various of potato chips from Lay’s, you will enjoy them no matter where you are. Just like the slogan of “One taste and you are in love”, Lay’s stands out a wide selection of flavors and a decent taste. Of course, the purpose of Lay’s is to attract snack lovers and consumers to pay more attention to their products on markets and to persuade people to buy more Lay’s chips to increase their sales.
3. Creative Strategy/Brief
When I watch the commercial every time, I would like to choose my favorite brands. So, I will share my best-loved food commercial with you at the last time.
In the commercial, we can see that a man entered a market and saw an aisle stocked with nothing but the delicious varieties of Lay’s. Then the man opened his eyes and tasted every flavor of Lay’s chips. He acted like a child in the Lay’s aisle, and he ate the potato chips so that he forgot where he was and what he did. When he was immersed in eating chips, the security guard of the market looked at him. However, the man shared the Lay’s chips with the security, he was amazed by the taste of Lay’s chips, too!
In the commercial, Lay’s uses bright colors background and colorful chips packing bags to make the advertising outstanding. When people watch TV, the strikingly colors things can attract their eyes easily. As for me, if a commercial is colorful, I will pay more attention to it. Just as I say, Lay’s takes advantage of the scene of market that means almost everyone would like to go there, and arranges the stock afresh. So, when a stock is filled with different flavors Lay’s potato chips, customers would rather stop and have a look. Of course, we can see there are six flavors of Lay’s chips on the store shelves. And the colors are green, red, blue, yellow, orange and black. Lay’s has a variety of colors packing bags. But Lay’s uses the six colors to decorate the store shelves. The six colors are fundamental and attractive for consumers. For me, I can easily be drawn into these colors. And colorful things can promote buying desire of consumers.
Another shining point is the music of the commercial. We can hear a man singing but we are not familiar with the melody… it is an original music by Lay’s. Just as the beginning words “out for some Lay’s and you face a test, which tasty chips will be the best…”, the lyrics are very interesting and expresses the man’s conflicted heart. The man was surprised by the different flavors of Lay’s but he did not know how to choose. Then the song sings flavors such as onion, barbeque, and cheddar sour cream. The man opens every flavor chips and enjoys them. At last, the song says the man discovered he left his wallet but he found a new best friend. Obviously, the new best friend is Lay’s. As well as the security appeared at last, the man shared Lay’s chips with him. Lay’s also wants to persuade us to don’t forget to share with others when eating Lay’s chips. For customers, when they hear the music, they want to know what’s the meaning of the lyrics and will find the song sings the man’s mood. Very interesting and dramatic!
Besides the two creative points, I notice that there is a detail in the commercial. We can see the market signs in the aisle writes Lay’s, Lay’s and Lay’s. So, the shelves of the aisle are all Lay’s chips… funny and cute details in the commercial to attract people’s eyes.
From the commercial, I think the target consumers of Lay’s chips are snack lovers and consumers who love to go to market. For snack lovers, they love to taste different snacks and pay more attention to those products like chips, chocolates and so on. So, when they watch the commercial, they will find different flavors of chips and they have more choices to choose which they want to buy. Expect snack lovers, the commercial targets at the people who love to go to market. Those people who like to go to market would like to spend more time on every store shelve. After the commercial released, they may want to explore the Lay’s shelve and have a look. But in my opinion, I think there is a disadvantage in the commercial. The man ate so many chips but without paying. The advertising plays in public places, and the behavior is not good for all consumers. We know the behavior is entertaining but I think it is discouraged because maybe some people will learn from it.
The competitor is Doritos HeatWave chips. In the commercial, a man enjoyed the Doritos chips and then got a baby dragon. After a while, the man played with the baby dragon, accompanied with him and did everything with him. At the end of the commercial, the slogan showed “FIRST BBQ, THEN HEAT”.
In common, the two commercials use appropriate music to stand out their theme. Especially in the Doritos ad, the background music is very passionate. Because the key point is “heat”, Doritos wants to express the chips’ flavor which is awesome and hot in the rhythmic music.
There are some differences between the two commercials, too. First, Doritos uses cartoon image which is a baby dragon to make its advertising dramatic. Lovely and cute figure can attract young people’s attention. Second, the story is total different with Lay’s commercial. Doritos uses baby dragon as the representative of Heat Wave flavor. The commercial describes the feeling when you enjoy the Doritos new flavor chips. From this point, Doritos wants to persuade consumers to try its new flavor potato chips and enjoy a new feeling. Second, Doritos’ commercial animation effect is attractive and colorful. When the commercial is played on TV, consumers are easy to be grasp by the fancy frames. Third, the slogan’s color is made of two colors. “FIRST BBQ” are white and “THEN HEAT” are red. Because heat means hot. Using sharp contrast colors and big size words in commercial can catch most people’s eyes.
I like the Lay’s taste but I like the story of Doritos. No one can deny the cute cartoon attraction. So, Doritos targets at the young age people and snack lovers. Snack lovers would like to try new flavors. Young people watch the cute commercial and may be interested in the snacks.
5. Media Strategy
Lay’s public media:
https://www.youtube.com/watch?v=hF6yCZSoKRI
Lay’s commercial was released on TV at first. On TV platform, I think it could attract snack lovers attention because snack lovers like to watch TV to get new snack information. And Lay’s used media to advertise its potato chips which was a surprise wall be set up in Dallas. The slogan of this activity was life needs some flavors. People could fill out the sentences on the wall and there was a surprise waited for you. In this way, passerby will notice the wall and try to attend the activity. Also, they will become the potential consumers of Lay’s. Sometimes, media which concludes some promotions is an effective way to appeal to new customers. But on the contrary, it cost a lot of money and time for Lay’s budget.
Doritos also places its commercial on TV. And the target customers are same with Lay’s. As for the final effect, it depends on different people’s preference.
6. Digital/Social Media
Like most commercial’s digital media, Lay’s put its commercial on YouTube, Twitter, Instagram and Facebook. Sometimes, when you search some other key words, the commercial may appear to advertise its chips. So, people who using social websites can notice the advertising. Maybe it is an annoying behavior, but it is engaging.
Doritos held an event recently. It encourages people to buy some products that belong to the company of Doritos and you can find the code in the packing bag. When you input the code on official website, you may have chance to win some gifts. It is a promotion for consumers to buy more Doritos. And also it is a marketing strategy of Doritos. Of course, it is useful.
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