MKTG224 Advertising Management

Each student will research one persuasive campaign that failed (political ad, product advertisement, etc) and offer a critique of how the ad missed its target audience and how it can improve. To do this, you will need to

 

1) briefly research and explain the history of the brand (a) when did it begin and who founded it?

 

(b) What persuasive selling techniques has it historically/currently relied on? Next, research and explain

 

2) who the target demographic is/was for this failed campaign and that group's

 

(a) viewing/consumption habits, (b) attitudes toward the ad/brand/etc.,

 

3) explain (backed up with research as evidence) why the persuasive campaign was considered a failure (i.e. competition from another brand, bad timing, poor execution, offensive, etc., and

 

4) finally, you will argue for how the ad should be revised to be more persuasive and meet the targeted demographic. 

Introduction to the brand

The changes in the world and the change in the needs and requirements of the consumers have made it an essential point for the multinationals to bring in modifications in their systems. The gradual progress of the organization is based on the modifications based on the preferences of the consumers. The processes undertaken by the organizations like production, distribution and marketing helps in sustaining the organizations in the market. Proper marketing strategies help in framing the availability of the products in the market. The proper placement of the products has helped in undertaking the gradual progress of the organizations.

The concerned company for this report, Pepsi has undertaken steps in order to improve the market availability of its products through marketing campaigns (Hafiz, 2015). One of such campaigns framed by the organizations failed due to certain reasons. The analysis holds the reasons that affected the campaign and caused a drop in the markets hares of the organization. Pepsi is a carbonated soft drink that is aimed at vitalizing the energy and thereby facilitates the digestive abilities of the people. The company was first introduced as the “Brad’s Drink”, which was founded by the Caleb Bradham in the year 1893. The drink was sold by the name Pepsi Cola an afterwards changed it to Pepsi. The gradual growth of the company is based on the modifications that are being undertaken by the organization in order to cope up with the changing requirements of the consumers (Yeshin, 2012). The major competitor of the organization was Coca Cola, which developed its products on the basis of the requirements of the people. The marketing strategies that are being undertaken by the organization are based on the requirements of the organization to cope up with the challenges and the competition in the market. In order to make a gradual progress in the market, the company takes steps to promote and market the product for maintaining the sustenance of the product (Amine & Raizada, 2015). While undertaking the marketing campaigns, the company made certain blunders, which affected the marketing and promotion of their products. Therefore, it affected the availability of the products manufactured by the organization in the market.

 The report aims at determining the failure of the marketing campaign that is being undertaken by the organization and thereby examines the reasons for the failure. It also helps in the understanding of the recommended actions that the organization must have taken in order to decrease the adversity of the failure on the placement of their products in the market.

Persuasive campaign that failed

The failure of the campaign is based on the content of the campaign that brought up controversies. The advertisements that are being undertaken by the organization in order to make the target consumers aware of the product modifications have worked differently on the people. The company undertook the Kendall Jennifer advertisement as a persuasive method in order to persuade the consumers to make a buy of their product. The misinterpretation of the advertisement was the reason for its failure. The failure of the marketing campaign has affected the market share held by the organization. It affected the availability of the products in the market (Chao et al., 2012). The most important factor that affected the campaign is based on the tagline that is being used by the organization to persuade the people to make a buy of their  products. The misinterpretation of the tagline has affected the efficiency of the campaign and resulted to its subsequent failure.

The Failed campaign 

The marketing campaign that was undertaken by the organization in the 2017 has affected the progress of the company. The tagline that was framed by the organization has resulted to various misinterpretations. On the other hand, the actions undertaken by the campaign is thought to be free from all sorts of racisms, which was not accepted by the consumers and the people at large. The limitation of the campaign that was undertaken by the organization in order to cope up with the competition is based on the factors that are being discussed in this section of the report. It aims at undertaking steps in order to have a clear insight of the issues that was faced by the organization while undertaking the marketing campaign and the effects of the campaign on the organizational growth (Blakeman, 2014).

Selling technique

The persuasive selling technique that is being adhered by the concerned organization is based on the requirements of the organization to make their product available in the market. The tag line that was used by the organization was to attract the attention of the consumers of the brand. It has helped in undertaking steps in order to ensure the flexibility of the operations undertaken by the organization. The commercial that hit the market was based on the brands nature of persuasive attributes, which was supposed to be helpful for making the target consumers aware of the modifications undertaken by the organization (Veríssimo, 2013). On the other hand, the steps and the procedures undertaken by the organization to persuade its target consumers have affected the marketing strategies. The failure of the strategy due to the misinterpretation of the tagline created a havoc downfall in the market structures of the company (Jankovic, 2012). The persuasive selling that is being undertaken by the organization to cope up with the market competition had its negative impacts on the growth of the organization.

Target consumers

The target consumers of the brand and the product have created a serious impact on the availability of the product in the market. Therefore, the company aimed at persuading the target consumers, in order to increase the volumes of the sales (Luxton, Reid & Mavondo, 2015). The most important factor that is being supported by the organization in order to market the products is based on the relative designs and the application of the taglines which were supposed to attract not only the target consumers but also attract the people who were not aware of the undertakings of the organization. The organization operated globally and the demography of the nations never affected the productivity of the organization (Grifoni, D’Andrea & Ferri, 2012). Although in the developing stages of the organization, demography played a major role in determining the demand for the products that are being prepared by the organization. However, in the later years, the organization faced little constraints relating to their developments based on the demands of the products. The balanced markets of the organization   helped in undertaking steps in order to bring in differences in the organizational structure.

The basic consideration that was being undertaken by the organization was based on the different aspects of holding the target consumers and retaining the brand loyalty through the persuasive marketing strategy. In this case, the target market of the organization did pose a serious impact on the failure of the marketing campaign that was raised by the organization. the misinterpretation based on the language differences has caused the failure of the marketing campaign (Parente & Strausbaugh-Hutchinson, 2014). The most important steps that were undertaken by the organization was to make the target consumers aware of the modifications that are being brought about by the organizations. The misinterpretation that was being undertaken by the target consumers affected the planned growth of the organization.    

Reasons for the failure

The marketing campaign that was being undertaken by the organization failed to bring in positive results for the growth of the organization. The misinterpretation of the tagline affected the discourse of the organization largely.  “Live for now moments anthem.” is the tagline that was being used in the marketing campaign of the organization (Davila, Epstein & Shelton, 2012). The tagline was misinterpreted in the other regions based on their difference in the dialects. Mandarin, Cantonese, Thais, and German had misinterpreted the slogan that was used by the organization in the campaign.  On the other hand, the racial backdrop of the advertisement with the portrayal of negating the different sorts of ‘-isms’ is being considered to be another fatal reason for the failure of the campaign. It was due to the slight differences in the phrases and the mentality that were used in the languages that differed from the usage of the dialects in English. The company had to apologize for portraying grounds of such racisms, which dropped the sales of the cola (Yuece, 2012). The Coca Cola Company took the advantage of Pepsi’s failure in the marketing campaign and grabbed over the market of the organization.  

Recommended actions

The actions that the organization could have taken in order to improve their situation in the market were to consider the change requirements of the people and thereby implement the changes in the organizational structure. Moreover, a careful selection of the slogan based on the languages where the organization operated should have helped the organization in taking steps to bring in the improvements in the organization (Farazuddin, Ahmed & Maddali, 2016). The recommended actions that the organization could have undertaken in order to facilitate the marketing of their product in a flawless manner is being discussed in this section of the analysis.  

Setting the objectives of the marketing campaign

The marketing campaign that was undertaken by the organization could have been improved through the setting of the objectives for undertaking the campaign. It is simply to determine the needs and the requirements of the organization in order to make their progress in their markets. The most important steps that are being undertaken by the organization is based on the objectives that are being set by the organization (CharlEBoiS et al., 2015). The concerned company for this report was undertaking the campaign in order to make the people aware of the modifications in the product that was made by them. It was a reintroduction procedure that the organization undertook, which required the company to reach out to its target consumers.

Improving the tagline based on the target market

The improvement in the tagline was the most important consideration for the organization in order to bring in difference in the market structure. The difference in the languages had created the issues in the marketing of Pepsi. In order to reduce the differences, the company should have taken steps in order to understand the operating market and thereby determine the requirements of the structure (Smith, 2013). After determining the needs, the company should have taken steps in order to improve the tag line, which could have been used universally. The company should have analyzed the market and thereby framed the campaign to bring out positive results based on the requirements of the organization.  

A Cohesive strategy

A cohesive strategy would have helped the organization in taking steps based on the improvements that were required by the organization. Strategy helps organizations in making the most of the organizational progress in the market (Boone & Kurtz, 2013). Therefore, the continuous framing of the strategies would have helped the company in bringing changes in the structure and the campaigns that were undertaken by the organization. The company’s success is based on the awareness and the persuasive strategies that are being planned. The campaign that was undertaken by the organization would have helped the organization in bringing in subtle changes and modifications that would have helped the organization to undertake its progress. The strategy helps the organization in making the progress of the organization. Formation of the strategies helps the organization by implementing the probable steps that might be beneficial for the growth of the organization in the markets.  

Never to design a advertisement on the political and the racial grounds

The blunder that the company made while framing the campaign was based on the content of the advertisement. There were traces of political and the racial backdrops in the advertisement where the model Kendall approaches the cops for delivering the canned soda. It offended the sentiments of the people based o their racial backgrounds. Therefore, the company must take steps to revise the content before implementing them on the campaign as political and social matters like racism and the like is not encouraged by the societies. It will help the company in undertaking the changes in the market situations.

References 

Amine, L. S., & Raizada, D. (2015). Market Entry into the Newly Opened Indian Market: Recent Experiences of US Companies in the Soft drinks Industry. In Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference (pp. 287-292). Springer International Publishing.

Blakeman, R. (2014). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.

Boone, L. E., & Kurtz, D. L. (2013). Contemporary marketing. Cengage learning.

Chao, H., Indrani, M., Vondran, G., Lin, X., Joshi, P. M., Beyer, D. M., ... & Zhang, A. X. (2012). U.S. Patent No. 8,090,612. Washington, DC: U.S. Patent and Trademark Office.

CharlEBoiS, S., DimiTropouloS, K., Haskins, C., & Foller-Carroll, A. (2015). Focus on Better Together: How co-branding can create strong synergies within a global company. Journal of Brand Strategy, 4(4), 388-402.

Davila, T., Epstein, M., & Shelton, R. (2012). Making innovation work: How to manage it, measure it, and profit from it. FT press.

Farazuddin, S., Ahmed, F., & Maddali, A. (2016). Article on Pepsi’s Promotional Strategies. Journal of Management Research and Analysis, 3(1), 56-58.

Grifoni, P., D’Andrea, A., & Ferri, F. (2012). An integrated framework for on-line viral marketing campaign planning. International business research, 6(1), 22.

Hafiz, R. (2015). Rethinking Brand Identity to Become an Iconic Brand-A Study on Pepsi. Asian Business Review, 5(3), 97-102.

Jankovic, M. (2012). Integrated Marketing Communications and Brand Identity Development. Management (1820-0222), (63).

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37-46.

Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Smith, R. D. (2013). Strategic planning for public relations. Routledge.

Veríssimo, D. (2013). Influencing human behaviour: an underutilised tool for biodiversity management. Conservation Evidence, 10, 29-31.

Yeshin, T. (2012). Integrated marketing communications. Routledge.

Yuece, I. (2012). Impact and Role of Market Research in New Product Launch Process. GRIN Verlag.