7/27/2013

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Advertising Strategy:

Some of the advertising objectives and strategy developed by Juvinatar Beverages for the Gogi Boost are discussed below:

Demonstrating a Product

The product Gogi Boost will be presented as a healthy product for the reason it has added medical and health benefits. The highlighting of medical assurance and healthy ingredients will present and demonstrate the product as healthy choice and an alternative to energy drinks.

Building Image

The Juvinatar Beverages will create a positive image of the brand by introducing a fitness and health drink. The brand will be highlighted among youth through events and sponsors launched especially in schools and colleges to directly reach and target the market selected. The price will be highlighted at low pace to show quality and health as an important and foremost priority of the company.

Changing Perceptions

This strategy relates the changing perception of the target audience. As in the case of Gogi Boost it is in the category of energy drink and energy drinks are often perceived as not healthy and dangerous to health. Juvinatar will launch product to show a positive and healthy side of the fitness drink.

Special Promotions Strategy

Juvinatar is also focusing on an advertising strategy to employ special promotions. By developing an email database, the firm can send customers coupons or invite them to special sale events regarding Gogi boost. Another technique employed would be attach coupons to receipts that allow for savings on future purchases.

Internet Strategy

Juvinatar will employ the social media especially blogs to enter the wide marketplace to interact with audience. Blogs on healthy drinks will be encouraged through the internet under Gogi Boost.

Integration with Marketing Goals:

Advertising strategies discussed above are aligning with the marketing overall strategies. Advertising strategies like demonstration of product as a healthy brand is aligned with the marketing goal of expansion of product and targeting especially to the ten agers and early adulthood. The internet will also facilitate the Gogi boost to make its market and facilitate in penetration of product in the market. The changing perception is also in line with the overall strategy as goal is to make a niche in the market to capture and reap benefits to the full potential. The element of healthy alternative to already available drinks will facilitate the Juvinatar to capture market for Gogi Boost. Integrated marketing is employed in the recent years by almost every firm to enhance the potential and appeal of its strategies to accomplish marketing goals and objectives.

Measuring AdvertisingEffectiveness:

The simple framework that would be applied for measuring advertising effectiveness is discussed below:

Reach – The first job of any advertising campaign is to reach the right audience. This technique will facilitate the Juvinatar to measure their advertising effectiveness not only in physical but also digital marketplace.

Resonance – Having reached the right audience, the next job of advertising is to get noticed. Breaking thru is the prior responsibility of any advertising campaign, for the reason that all will be vain if not noticed by the right audience. Juvinatar will conduct survey to know about their efforts regarding change perception and brand image creation.

Reaction – Advertising is employed to change behavior of the audience. Straightforwardly it is applied to enhance sales, but it can also mean getting consumers to search for your brand, go to your Face book fan page, talk positively about your brand, etc. this technique will facilitatethe firm to identify its optimistic ROI.

Promotional Strategies:

Advertising media will include radio, internet, and transit. To begin Goji Boost’s course of advertising, Radio advertisements will run from April to June in order to stimulate and ease recognition of the product in subsequent promotions. Radio advertisement will recommence in July in Vancouver, during the Celebration of Light, which attracts 400,000 spectators on each of the four evenings. Radio reaches 92% of the population aged 12 and over in an average week and has low costs, thus it can be effectively used to target specific local audiences. Over the course of 8 weeks, 3 different ads will be run, using humor, emphasizing benefits, and comparative advantage. Additionally, relatively low-cost transit advertisements displaying the slogan “Your New Go-To” and other catch-phrases will be presented in urban cities with high student population: Montreal, Toronto, London, and Vancouver. The transit advertisements will show how consuming Goji Boost will improve the target audience’s life, by showing physically attractive individuals. To capture the attention of the busy student, internet advertisements will be used as it is the fastest growing medium in Canada. Advertisement spots will be purchased on popular websites such as Face book and Yahoo.

Goji Boost will run a “Boost Yourself Contest”. In order to increase consumer purchases, the highly interactive style of the “Boost Yourself” contest will be used to increase brand identity and encourage customer involvement with the product. Consumers will send in their best “Boost Yourself” voice-recorded advertisement through the official website and the winner will receive a “boosted” themed party for them and 30 guests paid by Juvinatar as well as an opportunity to record a Goji Boost commercial to be played on the radio. The budget allocated for the party and radio advertisement is $6,000.

Finally, Goji Boost will sponsor “frosh” events at major Canadian Universities including McGill, University of British Columbia and University of Toronto. As university students are a substantial part of the target audience, sponsorship of frosh events during August 2011 will focus to promote the product and create a relationship with the target audience. In addition, 10,000 stickers will be distributed during frosh events and campus visits. Furthermore, sampling will be used at McGill, UBC, UWO, and U of T campuses in order to acquaint the consumer with the product, Goji Boost will be distributed on campus at a specified time which will be announced through their Twitter Page.

Measuring Customer Satisfaction:

It is dreadfully complex to determine Customer satisfaction for numerous reasons. Requirements for satisfaction vary according to every individual and on other hand the requirements are also difficult to quantify. Some of the significant steps that would be applied by Juvinatar Beverages are outlined below:

  • Survey Customers; the most important and significant way to get feedback is to conduct surveys.
  • Understand Expectations; without understanding the expectations of customers it is impossible to satisfy them. Expectations should be measured with respect to product as well as service element.
  • Find outwhereyou’refailing; if you’re not meeting customer requirements, you need to find out where the failure is occurring.
  • Pinpoint Specifics; whether a customer is satisfied or not, the data you collect will need to accurately assess what is working and what isn’t. So inquiries into level of satisfaction should include more than just the overall experience.
  • Assess the Competition; accessing why customers prefer other brands also gives insight to measure the bottom-line of customer satisfaction.

Recommendation to Meet Satisfaction and Expectations:

The different ways that should be adopted to meet and enhance customer satisfaction are discussed below:

  • Communicate with the customer
  • Be Confident about the offerings and promise made
  • Be Professional and accept if you are wrong
  • Build Customer Confidence through post purchase assistance
  • Build Value through service element
  • Follow up the customer
  • Be the Solution of the customer’s problem and promote brand as solution not the product
  • Thanks the customer for its loyalty and offer membership and promotional service

References:

Chris Joseph, (2013), “Examples of AdvertisingObjectives and Strategies”. Retrieved from:

http://smallbusiness.chron.com/examples-advertising-objectives-strategies-3271.html

Derek Halpern, (2013), “Customer Satisfaction: How to Increase Customer Satisfaction in 3

Steps”. Retrieved from: http://socialtriggers.com/increase-customer-satisfaction/

Derrick Daye, (2012), “Measuring Advertising effectiveness”. Retrieved from:

http://www.brandingstrategyinsider.com/2012/05/measuring-advertising-effectiveness

.html#.UfNp1Oz-XY8

Kyle Simpson, (2010), “5 Ways to Measure Customer Satisfaction”. Retrieved from:

http://www.returncustomer.com/2010/08/25/5-ways-to-measure-customer-satisfaction/