Executive Summary
Energy drinks have become very popular. This trend has been notable in the past few years. Young adults are the major consumers of these drinks. Several positive impacts have been associated with the consumption of these energy drinks. Increased mental activity and concentration effects are some of the positive attributes associated with these drinks. Observably, there has also been an increase in the number of companies dealing in the energy drinks.
As a result, an increased market competition is eminent. The emergence of companies such as Frucor, which have utilized transformative marketing strategies, is evident. The business organizations dealing in energy drinks are engaged in competition. Rebranding and integration of strategic marketing skills have domineered in the market. The importance of innovation and novelty is increasingly observed in marketing (Bodner 2011, P. 31). In addition, the importance of effective marketing leadership is obvious. An examination of the Frucor’s case indicates the benefits of employing strategic marketing approaches. Comprehensive market research is a crucial initiative for ensuring the success of an advertisement programme.
Apart from this, it is also vital to recognize the importance of addressing contemporary issues. Application of relevant technology in marketing is one of the most important considerations (Bouhlal, Y & Capps 2012, p. 20). Integration of other important marketing principles such as the MECCAS model is also crucial. Notably, the Colenso BBDO’s campaign utilized the MECCAS model. This ensured a comprehensive advertising strategy. Although Frucor Company was the last to advertise, its impact was notable. Through utilization of relevant marketing tools, the company achieved remarkable success.
Critical lessons can be drawn from the success story of this company. For instance, it can be deduced that the application of relevant media is appropriate in airing any advertisement message. Only competitive and innovative companies can benefit from an expanded market system. Moreover, novelty is applicable in all areas of marketing leadership. The recognition of the importance to address the needs of specific population is critical. This is because it formed the basic premise for the marketing approach executed by Frucor. An analysis of the approaches applied by the company to initiate an award-winning advert is necessary. This is the fundamental basis of the report.
Introduction
Globalization has led to significant impacts on marketing strategies. The effect of advanced technology is also eminent. Presently, companies apply more strategic and robust approaches to market their products. The increased level of competition has led to execution of intensive market research. Notably, the application of social networking and other technological strategies in brand promotion is evident (Chitty 2011, P. 23).
Consumers get attracted by more innovative and unique advertisement mechanisms. Global competition for the limited market for energy drinks is notable. Companies dealing in energy drinks have increasingly applied competitive strategies to trap consumers. Frucor includes one of the companies that have continuously applied strategic marketing for its products. With the launch of V’s pocket rocket energy, the company stands out as one of the most distinct and competitive.
The company has depicted great commitment to provide the best energy drink products for its customers. Its ability to meet a wide range of consumers through contemporary marketing strategies is evident (Grant 2009, P. 112). For instance, the launch of the V’s pocket rocket is an important indicator. It is vital to analyze the various marketing strategies applied by companies. This initiative helps in the comprehension of market dynamics. The major factors influencing the market condition, consumer satisfaction and attraction can also be examined. Frucor is an international company that specializes in provision of energy drinks to its customers. With operation within several global destinations, Frucor has to employ strategic marketing approaches to remain competitive. The recent launch of V’s drink has led to an increased attention and consumption of the drink.
In the present business environment, it is critical to analyze the success cases of such companies. A critical analysis of the company’s history reveals significant lessons. For instance, it is observable that the company has continuously engaged in brand promotion, improvement and marketing. Several brands with remarkable consumer loyalty are associated with the company (Energy Fied, 2012). Generally, it has emanated as a giant within the industry of energy drinks. This report analyses the success story of the V’s energy drink. The report categorizes the innovative approach applied by the company to popularize the V pocket rocket campaign. Consequently, it examines and discusses the advantages of the marketing approach used by Frucor in launching the shot energy product.
The report examines the Colenso BBDO’s campaign in reviewing the success factors in the launch of V’s pocket rocket. The MECCAS approach is used to elucidate the level of appropriateness that the campaign might have had in ensuring the success of the drink. A discussion based on a critical analysis of the Republic of V website is also eminent. There are critical discussions on the manner in which the website has applied interactivity to sustain the engagement of V’s products. In this explanation, the report offers great consideration to the competitions, games and the giveaways. Furthermore, the report also provides an appropriate criterion applicable in evaluating the site. Finally, there is an analysis and discussion on the extent to which the website meets the requirements for the criterion applied in its evaluation.
Classification and benefits of the V Pocket Rocket creative strategy
Business organizations have employed strategic marketing mechanisms to stay relevant in the competitive markets. Brand promotion and uniqueness have become the center of focus for most companies (Attea 2008, P. 34). Frucor Company’s launch of the V shot energy drink provides a perfect example of present endeavors to achieve competitiveness. The V Pocket Rocket campaign demonstrates one of the successful innovative strategies presently applied by companies. The company played an important role in launching this brand. Despite being the last to venture into the market, the creative marketing approach enabled the company to take the market leadership. It was important to make the fresh v shot energy to be a remarkable conversation amongst the 18 to 24 year old consumers.
The marketing strategy was unique. The approach did not utilize the methodology of broadcast messaging. This is because Frucor realized that this was not the best approach to influence the behavior of consumers. Generally, the approach was dismissive of the customary advertising that is frequently applied by many companies (Quilkey 1986, p. 40). The realization that most consumers of energy drinks never associate with brands that do not excite them beyond advertising was important.
Basically, the company realized the importance of conversational engagement amongst the consumers. The simple advertising messages seemed not to bear great significance to the consumers. This explains why Frucor set out to indulge in the consumer’s conversations. Therefore, there was a clear motive behind this creative advertising. It was to convey the message that the V pocket rocket provides one with the strength to perform extraordinarily. This was presented in an extraordinary and unique action packed event that captured the interests of most viewers and consumers.
The setting was presented in a manner to captivate the interests of a target group. This age group was not covered in other previous advertisements. This was the age bracket of 18-24 years. Indeed, the advert was interesting and appealing to discuss about. Evidently, all the subsequent conversations helped in the successful initiation of the new energy shot (Shimp 2010, p. 71). This strategic marketing approach has enabled the company to enjoy several benefits.
It is clear that even with the great recession, Frucor has persistently enjoyed considerable sales revenues. Following this advertisement, the company has realized a binary growth in its total incomes in the consecutive years. The young adults presently identify themselves more with the shot energy drinks relative to the previous years. This is an important indication that the company presently enjoys a large base of market reach. The company’s global market has also potentially grown.
The advertisement indicated an ambitious goal by Frucor to focus on the development of the unique v brand. It is also critical to observe the importance of drawing insights from the global marketing patterns. To enhance the marketing efforts, the company also used an attractive and modern packaging design for its product. The application of the prominent stickers on the retail and other shop counters also played a significant role. This is because it assisted in directing the consumers to the location of the brand.
Notably, the application of technological advancements in marketing strategies is important. The use of digital drive in the marketing of the v short energy drink was important. This is because it increased the level of engagement and attentiveness amongst the potential consumers. The advertisement provided a sequence of activities revealing the new brand to the general public over a few days. It is important to note that this launch set the Frucor Company on the roll (Wells 1997, p. 41). Within a period of ten months, the company realized a break through. Integrating innovation within all the marketing mix approaches was an important undertaking.
Although there is increased competition for markets, most companies do not recognize the importance of innovation within the marketing mix. Frucor Company benefited immensely from its recognition and integration of innovation within its marketing mix. The application of relevant technology and media also provided an additional impetus. The company moved up to be the largest holder of the energy shot market with approximately 51 per cent value.
Reportedly, the Frucor sold above 200, 000 within the first few months after the launch. Indicatively, this was an incredible improvement, given that the company was the last to market its product. The basic indication is that novelty in marketing ensures a high level of success (Burtenshaw, Barfoot & Mahon 2006, P. 56). Although the company was the last to market, its innovative strategy enabled it to be a giant market leader.
MECCAS model discussion
The “Means-End Conceptualization of Components for Advertising Strategy,” (MECCAS) is a critical model. It offers the path for integrating the idea of “means-end” in marketing communication (Roy & Ng 2012, p. 85). Various insights can be drawn from the Colenso BBDO’s campaign. The significant emancipation of the MECCAS model in the Frucor’s marketing approach is notable. MECCAS model is also known as the “means end model.” This model offers a critical framework that enables the potential marketers to apply a feedback methodology.
Particularly, this applies to the execution of consumer research and the development of brand strategy. The process of executing this approach enables the testing and development of viable optional marketing orientations. This model relies on a theoretical model. The model potentiates that customers posses intangible principle that direct intrinsic purchasing decisions. Thus, consumers tend to associate themselves with product qualities that enable them to attain specific end targets.
The Colenso BBDO’s campaign indicates a clear example of the MECCAS model. This is because; the campaign depicts the v shot energy drink as the best alternative for customers to achieve their target goals. Ideally, there are diverse manners in which the consumers associate with the unique product attributes (Spanjol, Tam, Qualls & Bohlmann 2011, p. 630). These ways are very important because they help to distinguish the products from several other brands. The Colenso BBDO’s campaign enabled most consumers to associate with the v shot energy drink.
This is because the campaign identified the drink to be unique and applicable in achieving a state of energy satisfaction. Therefore, the customers were able to identify with the v shot drink. This was unlike other drinks within the general market. The Colenso BBDO’s campaign applied a logical ladder of the MECCAS model. This logical model indicated a greater potential of steering important customer attention and brand recognition. The Frucor Company identified the urgent need to engage the consumers of a particular age bracket. Upon utilization of this urgent need, Colenso BBDO’s campaign targeted the young adults of approximately 18 to 24 years.
The importance of influencing this age category of consumers through a conversational engagement approach was eminent. This approach is critical and highlights some of the considerations outlined within the MECCAS model. According to the MECCAS model, the development of a successful advertisement was conditional. For instance, it required Colenso BBDO to accomplish a vivid comprehension of the market. Analytically, this requirement meant a basic understanding of what customers valued. This is in relation to the product as well as the particular brand.
The identification of the factors of market segmentation by the Colenso BBDO’s campaign was an important undertaking. According to the MECCAS principles, customers differ in relation to the market segmentation factors (Verhagen, Boter & Adelaar 2010, p. 140). Thus, Colenso BBDO’s ability to identify the segment-level values was significant. This was because it enabled the advertising agent to be aware of the specific brand attributes that could create the required end results. The Colenso BBDO’s campaign enabled the potential consumers to believe that the product could enable them to attain a valued and important end state.
The Colenso BBDO’s campaign utilized the brand value orientation approach. Particularly, this aimed at enhancing the consumers’ capacity to be aware of the existence of the brand. Through an action-packed presentation, the Colenso BBDO’s campaign successfully illustrated the consequences of the brand. Consumers could imagine the positive impacts of utilizing the brand. Through the campaign, the brand attributes could also be adequately communicated.
The non-involvement of the customary media communication and persuasion by the Colenso BBDO’s campaign propagated an element of creative strategy. Up to this stage, it is evident that the Colenso BBDO’s campaign utilized every concept outlined within the MECCAS model (Pride & Ferrell 2010, p. 43). The need to engage the targeted audience, (18-24 years) provided a critical leverage point. This leverage point was important for the presentation of the advertising information. It is also important to note how the Colenso BBDO’s campaign recognized and utilized the need to activate proper orientation.
Notably, Colenso BBDO’s campaign achieved this effect through the presentation of suspense in the advert. This was the basic end value upon which this marketing strategy concentrated. Basically, it remains as the dynamic force or factor that motivated the advertising process. The procedure utilized by Colenso BBDO’s campaign reinforced the laddering approach of marketing. Analytically, it can be observed that the approach applied led to the development of the hierarchy. Some of the strategic factors pertinent to product advertising campaigns are notable. These include the driving force, leverage point as well as the framework for execution (Verhagen, T, Boter, J & Adelaar, T 2010, p. 145). The Colenso BBDO’s campaign also identified consumer benefit as a positive factor.
Discussion of Republic of V Website and evaluation criteria
Several insights can be drawn from the analysis of the Republic of v website. The website has continually applied an element of interactivity. This is aimed at enhancing the propagation of its product within the market. The site provides an interactive forum through which several customers and other interested persons can engage in exchanges. As recognized in its launch and consecutive campaigns, the conversational engagement of the consumers is important. The social services provided by the websites provide a critical engagement point for the consumers. These services have also initiated new markets and captured the attention of new consumers.
Through utilization of contemporary technological applications, the website offers a unique niche for the consumers. Presently, most customers prefer associating themselves with companies capable of utilizing robust technologies (Bodner 2011, P. 87). Particularly, the application of social events such as games and competitions has created a high level of product propagation. The site uses powerful game technologies to illustrate the strength and power associated with the use of the v shot energy drinks. In order to experience the same effect, the consumers within the larger market would prefer to use the v shot energy drinks.
The competitions enable the potential consumers to experience the power of the energy drinks. The events outlined within the site provide a constructive impetus for socio-marketing. It is important to recognize the importance of customer engagement on the longevity and success of particular brands. This is the marketing principle that is applied in the Republic of v site.
The giveaways are part of a philanthropic move by the company to help in the capturing of new markets. Through application of the giveaway method, new customers are seduced to feel the experience of the energizing drink. Therefore, more customers are able to utilize the drink due to its refreshing experience. Through interactivity, the Republic of v website has provided critical information and feedback from the potential customers (Verhagen, Boter & Adelaar 2010, p. 150). Various customer complaints can be addressed. Additionally, the feedback systems are significantly shortened.
The site targets the customers aged between 18 and 24 years. Basically, this is by designing the games and competitions that are appropriate for this age bracket. There are specific competitions that have targeted the age bracket. The giveaways form a potential process of product promotion. Essentially, the idea is to promote the increased consumption of such products amongst the teenage or young adults. There is adequate application of technology.
The application of appropriate games technology is also eminent (Chitty, Baker, Valos & Shimp 2012, P. 45). A SWOT analysis would be practicable and applicable in the evaluation of this website. The basic positive factor or strength prominent in this website is the capacity to access a significant number of potential customers. This is because; the company has applied relevant and contemporary technology in advertising its products. In addition, it is vital to indicate that the use of relevant socio-marketing approaches targeting the general youth population is a positive element. This is purely demonstrated in the company’s capacity to apply the youthful strategies such competition and games.
Another important strength of the site is the strategic advertising methodology. Indicatively, most companies do not recognize the need to integrate socio-marketing approaches in their product promotion (MacRury 2009, p. 91).There are several opportunities that the Republic of v website can exploit from. These include the present technological advancements. The application of social networking such as facebook and twitter include some of the opportunities. Basically, these opportunities have been brought forward by technological advancement.
Many people, especially the youthful generation presently utilize these social networking sites. By providing a commentary link to these networking sites, the site enjoys a potentially noble opportunity for reaching diverse consumers. This is crucial for enhancing effectiveness and prosperity of the launched brand. Indeed, it is noteworthy to indicate the importance of attracting the targeted age of 18 to 24 years. This is because they form a larger percentage of users of the services provided in the social networks. On the other hand, there are also potential challenges that the site might face.
Competition from other potential advertisement sites is a significant challenge for the Republic of v site (Drewniany & Jewler 2011, P. 75). There are flexibilities and frequent transformations notable in the technological and media advertising industry. This might also pose a potential source of threat for the site. Observably, the site lacks a comprehensive description of all the unique product features. It is vital to note that certain information provided in the site might not be appealing to other consumers. This is due to different tastes, cultures, and consumer interests.
Conclusion
Positive impacts of strategic marketing are notable within organizations. Business organizations must adopt and practice transformational marketing principles. The significance of innovation in enhancing the competitive advantage of companies is eminent. From the analysis of Frucor’s case, it is evident that the number of similar players within a particular market does not matter. The capacity of an organization to uniquely influence the attitudes and purchasing behaviors of its customers is important. In addition, the importance of active market research and analysis of consumer behaviors cannot be underscored.
Evidently, following a comprehensive market research, companies are more likely to target their consumers. Apart from this, they are also able to address the varied consumer demands within their advertisements. The application of relevant technology during product marketing is also vital (Bodner 2011, P. 91). Through appropriate technology and media, the advertising company has the capacity to address the targeted market. Additionally, it provides a competitive advantage to other potential competitors within the same market.
Consumers have flexible demands that continuously transform. Due to this transformation, their tastes and preferences are also flexible. The ability of the major service or product companies to note and comply with these fluctuations determines the level of company success. Therefore, organizations must engage the services of skilled and qualified marketers. The competency to provide an effective market leadership and training is also critical. This explains how the Frucor Company was able to top other competitors.
The Colenso BBDO’s campaign effectively utilized the marketing principles outlined in the MECCAS model. The efficiency of this approach is notable. There are obvious benefits of a wider market and increase in sales volume. The utilization of this model considers critical elements such as the driving force and leverage point (Verhagen, Boter & Adelaar 2010, 160). To attain an adequate leverage point, Colenso BBDO’s campaign considered methods through which the advertisement would tap into various aspects. Some of these included the significance of the end level.
Indeed, the case of Frucor Company and its marketing strategy provides a perfect example. Most business organizations can draw their motivation from this success story. The increasing competitiveness, advancements in technology and the dynamic market environment have potential impacts. For instance, business organizations have to increasingly research on and adopt strategic marketing methodologies. Effective marketing is a powerful tool. This is because it ensures high level of efficiency and success.
List of References
Attea, T 2008, The secrets of successful creative advertising: how to create innovative advertising that succeeds with remarkable consistency and select it for the brands you manage, Really Helpful Books, New York, NY.
Bodner, B 2011, Company Analysis of Red Bull, GRIN Verlag, Germany.
Bouhlal, Y & Capps, O 2012, The Impact of Retail Promotion on the Decision to Purchase Private Label Products: the Case of U.S. Processed Cheese, Agribusiness, vol. 28, no. 1, pp. 15–28.
Burtenshaw, K, Barfoot, C & Mahon, N 2006, The fundamentals of creative advertising, AVA Publ., Lausanne.
Chitty, W 2011, Integrated marketing communication, Cengage Learning. South Melbourne, Vic.
Chitty, W, Baker, N, Valos, M & Shimp, A 2012, Integrated marketing communications, Cengage Learning Australia, South Melbourne, VIC, Australia.
Drewniany, L & Jewler, J 2011, Creative strategy in advertising, Wadsworth/Cengage Learning, Boston, MA.
Energy Fied, 2012, V Pocket Rocket Energy Shot. Web.
Grant, T 2009, International directory of company histories, St James Press, Detroit, Mich.
MacRury, I 2009, Advertising, Routledge, New Jersey, NJ.
Pride, M & Ferrell, C 2010, Marketing, South Western Cengage Learning, Australia.
Quilkey, J 1986, PROMOTION OF PRIMARY PRODUCTS — A VIEW FROM THE CLOISTER, Australian Journal of Agricultural and Resource Economics, vol. 30, no. 1, pp.38–52.
Roy, R & Ng, S 2012, Regulatory focus and preference reversal between hedonic and utilitarian consumption, Journal of Consumer Behaviour, vol. 11, no. 1, pp. 81–88.
Shimp, A 2010, Advertising, promotion, and other aspects of integrated marketing communications, South-Western Cengage Learning, Mason, Ohio.
Spanjol, J, Tam, L, Qualls, J & Bohlmann, D 2011, New Product Team Decision Making: Regulatory Focus Effects on Number, Type, and Timing Decisions, Journal of Product Innovation Management, vol. 28, no. 5, pp. 623–640.
Verhagen, T, Boter, J & Adelaar, T 2010, The Effect of Product Type on Consumer Preferences for Website Content Elements: An Empirical Study, Journal of Computer-Mediated Communication, vol. 16, no. 1, pp. 139-170.
Wells, W 1997, Measuring Advertising Effectiveness, Routledge, New Jersey, NJ.