Introduction
Advertising is the activity aimed at attracting the attention of the public to a particular product or service. This is done in form of announcements on various media including print, electronic, or broadcast. Beverage advertising can be described as the promotion of healthy drinks by KFF through various media. The advertising of the mango juice is meant to increase consumption, customer loyalty and the brand of KFF. An effective beverage campaign can increase both the producers’ market share and brand loyalty from the consumer.
Factors to consider
In order to advertise a new product, several key aspects are taken into consideration. The first aspect is the time. The time that the product will be entering the market is essential in developing the sales. KFF should consider launching the product during summer because that time beverage consumption is at its peak. The other aspect is where to launch the mango juice. KFF plans to have a country launch of the mango juice product. Thus an extensive marketing campaign has to be conducted in Mexico to promote the mango juice. In the marketing campaign they should also mention that the mangos used to produce the juice comes from Mexico. This will make people become loyal to the brand as it will be from there locality.
The next aspect is to whom this product is targeted for. Effective advertisement targets market in which they hope to get many customers, increase the amount of sales and instill brand loyalty. The mango juice is a healthy drink so it can be consumed by people of all the ages. So marketing of the mango juice can be advertised to wider market segments.
Another aspect is how the mango juice is going to be advertised in Mexico. Historically advertisements were conducted over the radio, newspapers and magazines. These are still effective ways of advertising but the internet is the most effective. KFF has gained a lot of business through advertising over the internet. Research has shown that advertising over the internet in Mexico grew by 24 percent. This amounted to $180 million growth in revenue to companies that had been conducting advertisements over the internet. KFF already has a running website that has in cooperated e-commerce strategies.
Promotion is another form of advertisement that can be used by KFF to market the mango juice. By being the official sponsors of all or part of festivals, fairs, festivals and museum exhibits; they will be allowed by the sponsorship agreement to put their ads and names prominently on programs and signs throughout the site. Also professional sports like basketball, football, baseball and hockey, all of them favorites of the youth are major advertising grounds for KFF’s mango juice.
Consideration should also be taken by KFF to get the right advertising agency that understands the Mexican market. This agency should have the right strategies that are going to propel the production and sales of the mango fruit juice. They should show how KFF has high standards and they can deliver in the Mexican market. Many Mexican advertising agencies have the necessary expertise to deliver this goal. This because almost every university offers a program related to marketing and advertising.
Rising beverage consumption
KFF is venturing into the Mexican market with the knowledge that people have started embracing the idea of healthy living. The mango juice product that KFF is launching is a healthy drink and will definitely have a high market demand. KFF has always strived to have the best products in the market and create a niche over its competition.
Conclusion
Mexico seems to be a very profitable country as far as the beverage industry is concerned. KFF will have to relentlessly come up with new forms of advertising that are going to be appealing in the eyes of the general public. Advertising of the mango juice by KFF in Mexico will have a significant impact on the people’s decision to consume it. A number of factors may influence an individual’s decision to take the mango juice, including peers, media, and relatives among several other things. Advertising will definitely play major role in reaching out to the wider market in Mexico.