Compare a product(beer) in two different brand Essay

IntroductionIn order to understand the purpose and signifi undersurfacece of the compound discourse process, it is useful to comp atomic number 18 to daub within the same product category. This report befoolks to provide an correspondence of the strongness on drift strategies. In doing so, a critique of the contrasting creative strategy and communication objectives allow be attained. An insight on target commercialise and market partitioning approach comes into the mise en scene of this report.Product CategoryThe product category chosen is food/drink product, especially on beer product. The adjacent two grimes are both from foreign market, with high report card in Asiatic and Europe respectively.Our tiger Beer campaign was Discover the tiger sourced from The Face (February 2003) (See addendum A).The competing bell ringer for comparison will be the reassuringly Expensive campaign from Stella Artois done by BBDO, which was an award-winning ad on several advertising cere mony. (See Appendix B)Communication ObjectivesSince tiger Beer is unfamiliar to Hesperian market, the objective here mainly counseles on mug sentiency to the target customer. Encouraging consumers who open never try our brand to try it by using a creative headline. In this sense, our brand is informing target customers the existence of our brand, try to penetrate into the Western market. We aimed to qualify the target markets form of Asian brand and move consumers through to purchase. In fact, Asian beer brand are rarely advertised on Western countries magazines, Tiger Beer wish to differentiate itself from other(a) foreign competitors through the message Discover the tiger. Which achieve a high awareness by leaving a promontory mark to most of the reader.The communication objectives for Stella Artois include brand attitude and brand recognition. As this beer has been on the market for a long time, advertising has moved from brand awareness to brand recognition, it wants co nsumers to associate the brand with their lifestyle. Stella Artoiss objective is to ensure its premium beer position in the market by matching the good quality beer with well quality people. Since they well understand their target markets need, the campaign theme is to form a positive attitude towards the brand.As you can match in the ad, the communication message is aim directly to a specialized group and the idea is dandy amount competitors. In more situation, potential buyers become aware of more than one brand in a given product category (Rossiter 1997). Therefore, Stella Artois has used an effective visual message on this campaign to evoke viewers emotion and increase the percentage of consumers in the target market who associate specific features or lifestyle with their brand.Target marketBased on the communication objective, it is clear that two advertisements have distinctly different target markets.From the Tiger Beer advertisement, we can infer that the target market is comprised of untried phallic between the ages of 18-25, due to the fact that the advertisement was advertised in The Face. This magazine has a readership comprised predominantly of young male between this age group. This group of people may have already heard of Tiger Beer, and are tonusing for more confirmation from reference group. They are likely to try new thing, friendly connections and quality of the beer are important factors in the conclusiveness-making process. In a certain extent, this group is favourable brand switchers. Their awareness may change over time and causes less-frequent purchase of our brand, unless we can provide a passably favourable attitude towards the brand (Rossiter 1997).While Stella Artois was aimed at brand recognition, they have an established customer basis, which can be described as brand loyal (Rossiter 1997). Theyhave strong favourable attitude toward our brand, they look forward to purchasing a premium lager, which delivers quality and sa tisfaction. Stella Artois is simply ab erupt quality, not price drinkers will pay a premium price for Stella Artois due to its commitment to quality. Certainly, Stella Artois is affordable to them as they are in middle or high-income group.From the supra, the following table summarises and contrasts the target markets characteristics.Tiger Beer Stella ArtoisAge 18-25 25 or aboveSocial status Middle income classAsian terra firmas Higher incomeHigher education levelPurchase behaviour Brand sack Brand loyaltyLifestyle Young irreverentSocial activities Quality lifestyleStyle societyFactors influenceDecision-making Reference groupFinancial statusCulture/social class SituationEmotionPast decisionMarket PositioningIt is obvious that both company have differentiated their brands from others in the minds of the target market. It would be significant, as a link needs to be established between the brand benefits and the target consumer to execute a positive brand image in relation to compet ing brands. both of the ads have positioning strategies that focus on the consumer rather than the competitor. RepositioningTiger Beer adopts this strategy due to the recent acceptance by Westerncountries and targeting it to a new market segment. Since they have previously built up a good reputation in Asian countries with value, quality and taste. Tiger Beer has chosen to direct its advertising to younger who select adventure. Moreover, it was positioned itself as a mystery Asian flavour instead of gambolive and excitement image with their sport sponsorship campaign. (Belch & Belch 2001) Positioning by product attributes and imageStella Artois is positioned on the basis of particular characteristics that differentiate it from its competitors. The slogan Reassuringly Expensive has been used since the 80s. The key benefit stressed here is the quality, prestige image and value, which is the basic category need for a premium beer. Such elements are usually started at the die of the partitions Stella Artois was well planned for its customers to evaluate these elements in their decision-making process.Creative Strategies & TacticsThis involves several elements to bring out the central message for the advertiser to achieve their desire outcome. The stronger the idea, the more effective the ad can go past to consumers. As both of the companies have adjusted the communication objective to fit for target market, we can see that both companies have effective use their budget to shift away from traditional beer advertising. Advertising AppealsBoth of the ads are using an emotional appear as a basis. For the Tiger Beer, we see an Asian cleaning woman in the centre of the picture. The woman looks straight at the reader of the ad and holding a shrimpy kerosene lamp, burning. Next to her is a rickshaw with a bottle of Tiger Beer in the seat. The street was passing dark and silent with some Chinese glim at the end of the street. The advertisement tries to attract the reader with the capriciousness of the mystical and strange. (See appendix A)Stella Artois uses a remainder advertising approach on their latest campaign. The campaign background is luxurious, elegant furniture such as a designer c cop or a piano, which is universe damaged with an opened cap putting on it. The ad appears to be simple but awkward to understand, unless viewers of the ad have some ideas on the brand. For the target market point of view, it was highly associated with the Stella Artois brand image. And leave a strong curiosity to the viewer. (See appendix B) Headlines and Visual elementsThe Tiger Beer using a question in Chinese at the top right hand corner to enhance the Asian feeling. The heart and soul of that heading is Do you have gut? Which implies that Tiger Beer is an Asian mystery to western countries, try this beer if you are brave enough. It hopes to generate an answer of Yes, I do, I will try the beer. Secondly, there is a sub-heading at the bottom of the ad Discover the tiger. So what is the connotation of this advertisement? Firstly, it tells the reader that when he or she drinks this beer, they will discover the tiger. There are several connotative meanings represented in it. It depends on the view the reader takes. For example, we can assume that the woman represents the tiger. She is the one to appear strong, to control the situation. The black hair and black lipstick and dark eyes give her a mystical and dangerous appearance. Moreover, the content of salute are of sexual nature, which is effective in gauging the attention of its target market.Stella Artois continues to use the Reassuringly Expensive as sub-heading at the bottom of the ad. The wording is small as for the conclusion after reading the visual elements. Which advertise the target customer to believe that Stella Artois is a good quality beer, it is worthwhile to open up the bottle on the edge of the furniture immediately without looking for the bottle opener. This slogan can build up a resonance with the target audience and has adopted across all of its advertising to reinforce the comprehension that this is a premium beer. The boilersuit picture was simple and clear, nothing else. It would be enough to convey a sense of premium quality. (PaulMessaris 1997) Advertising MediaBoth advertisements were found in fashion magazines. As magazines have nail exposure levels, niche magazine such as The Face and I-D have directly targeted to the intended audience. Generally, an effective communication campaign relies on budget. Tiger Beer has trade-off between reach and frequency. In this case, what Tiger Beer doing is stretch a few people a lot of times. Tiger Beer has used several advertising collecting and spent the same budget in only one media, such as magazine therefore, a much smaller number of people will be exposed to the advertising, but they will be exposed very frequently.In contrast, Stella Artois scattering their budget across a number of different media. harmonise to a research in UK, it allocates the largest slice of spent on TV commercial, followed by magazine and billboard. The moderateness is that Stella Artois use other communication channels such as magazine to make to campaign stronger and gives the overall communicate program a greater synergy. (AdNews 28/2)Bibliography1. Rossiter, John & Larry Percy, Advertising, Communications & Promotions Management, 1997, McGraw-Hill.2. George E. Belch & Micheal A. Belch, Advertising and Promotion, An interconnected Marketing Communication Perspective, 2001, Fifth edition, McGraw-Hill.3. Paul Messaris, Visual Persuasion, The role of image in advertising. 1997, Sage Publications.4. AdNews 28 February 20035. Asia Pacific Breweries LTD (Annual Report 2001)http//www.apb.com.sg/report/01-brews.html6. Tiger Beer Corporationwww.tigerbeer.com/main7. Stella Artois Homepagewww.stellaartois.co.uk