In order to understand the purpose and significance of the integrated communication process, it is useful to compare to brand within the same product category. This report seeks to provide an understanding of the effectiveness on campaign strategies. In doing so, a critique of the contrasting creative strategy and communication objectives will be attained. An insight on target market and market partitioning approach comes into the scope of this report.
The product category chosen is food/drink product, especially on beer product. The following two brands are both from foreign market, with high reputation in Asian and Europe respectively.
Our Tiger Beer campaign was "Discover the tiger" sourced from The Face (February 2003) (See Appendix A).
The competing brand for comparison will be the "Reassuringly Expensive" campaign from Stella Artois done by BBDO, which was an award-winning ad on several advertising ceremony. (See Appendix B)
Since Tiger Beer is unfamiliar to Western market, the objective here mainly focuses on brand awareness to the target customer. Encouraging consumers who have 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 change the target market's image 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 foreign competitors through the message "Discover the tiger". Which achieve a high awareness by leaving a question 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 consumers to associate the brand with their lifestyle. Stella Artois's 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 market's need, the campaign theme is to form a positive attitude towards the brand. As you can see in the ad, the communication message is aim directly to a specific group and the idea is outstanding 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.
Based 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 young male 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 looking for more confirmation from reference group. They are likely to try new thing, social connections and quality of the beer are important factors in the decision-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 moderately 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). They have strong favourable attitude toward our brand, they look forward to purchasing a premium lager, which delivers quality and satisfaction. Stella Artois is simply...