Case Study analysis for Marketing Communications Essay

Case Study analysis for marketing Communications - Essay ExampleCompanies in business areas such as beer and cyder as sanitary as other beverages benefit from sponsorship of sports personalities, clubs and events as these are opportunities for highlighting the spirit of entertainment and social celebrations, which is integrity of the intrinsic values of the product.The company is launching its advertising campaign on a rolling regional basis, starting from Southern London England followed by Scotland. However, when entering a market as UK, which is not actually large in its size, it whitethorn be more rough-and-ready to plan a national campaign, which pass on utilize national TV, and Press backed by outdoor advertising.The largest poster may be an effective means of attracting attention but the exposure level of the location is limited to those who are traveling via Heathrow airport to Ireland. The cost effectiveness per exposure may question the effectiveness of this adverti sing tool.The product positioning presently being conveyed by the campaign focuses on the products naturalness, tradition and heritage. Although these aspects appealed to the nationalistic Irish barlic, it may not be an effective positioning to the British.The company to adopt the dry pint Over Ice belief combined with the naturalness aspect of the C&Cs product. The key message should be Pint Over Ice which targets the popularity of serving beverages in draught form in UK.The concept of Pint On Ice should be promoted as an integrated message through TV Ads, Press, Bill Boards as intimately as on location promotions with serving demonstrations. As the key challenge is to change the image of the cider product in UK publics mind, the marketing communications focus has to be on higher up the line TV and press advertising conveying the premium image.The company should extend its advertising activities to pub level with Point of Sales material and promotions to add excitement. By pro viding branded product premiums such as caps, key tags