University Marketing Assignment: Advertising and Promotion

This assignment analyzes advertising and promotion strategies based on a case study of product naming (VitaMints, MultiGummies) and the Centrum brand, exploring whether product names will succeed, and the benefits of emphasizing the parent brand. It also covers marketing messages, advertising campaign design for product launches, and brand equity. The assignment further examines Domino's marketing strategies, focusing on communication and market positioning. The solutions provided cover the aspects of product naming, brand strategies, marketing messages, and advertising campaign design for the products. It also analyzes Domino's marketing and advertising strategies, market positioning, and the impact of changes made by the company.

Running head: ADVERTISEMENT AND PROMOTION
Advertisement and Promotion
Name of the Student
Name of the University
Author Note

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Table of Contents
Answer - 1.................................................................................................................................2
Answer – 2.................................................................................................................................2
Answer – 3.................................................................................................................................3
Answer – 4.................................................................................................................................3
Answer – 5.................................................................................................................................4
Answer – I.........................................................................................................................4
Answer – II........................................................................................................................4
Answer - III.......................................................................................................................4
Reference List...........................................................................................................................5

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Answer - 1
In this day and age, the names of the products seem to take a number of types.
Keeping this in mind, it can be said that the names of the products like VitaMints and
MultiGummies can be said to be products which are descriptive of contents (Clow, 2004).
The reason for this is the fact that both of these products contain vitamins which van be
communicated to the customers through their names. Hence, these products are descriptive by
contents.
I feel that these names would survive in the marketplace because of their names. The
unique names of the products would make the customers aware about the products, which
will increase the sale of these products, thereby helping them to survive.
Answer – 2
I feel that it would be safe for the products like VitaMints or MultiGummies to be
launched under the Centrum brand. This is because, I feel it would be a bit risky for these
products to compete with the established brand names as they are totally new. Therefore,

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staying under the parent brand of Centrum would be helpful as it would allow the products to
gain significant experiences and customer loyalty for themselves (Clow, 2004).
Only after gaining significant market experiences and the customer base, can the
products form their own brands and separate themselves from Centrum.
Answer – 3
I believe that the marketing message for the products VitaMints or Centrum
MultiGummies should incorporate both focusing on themselves and comparison with other
products like One a Day. The reason for this is twofold. On one hand, VitaMints and
Centrum MultiGummies can provide an accurate description of themselves while comparing
with One a Day to explain why they are the better products in the market (Clow, 2004). This
would be attracting the customers to the products and help these products maximum profits
from the marketplace. That is why the products should incorporate both the methods as its
marketing message.
Answer – 4
The advertising campaign for the VitaMints and the Centrum MultiGummies should
be designed in such a way that it would attract the attention of the customers. The products
should be launched in a manner keeping in mind the target audience it is attempting to reach.
In addition to this, the company also needs to study the market presence of the other brands.
From this they need to study the market presence of the rival companies to make sure they
understand the profits earned by these companies.
Finally, the company should decide on the characteristics of the brand and the
customer loyalty by keeping the price of the products lesser than their rivals. In addition, the
quality of the products should also be taken into consideration (Clow, 2004). The better
quality products the company can provide, the more customers they can get for themselves.

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After all these steps are taken care of, the company should announce the brands and the
products through the social media channels to ensure that the customers gets to know about
them. These steps if followed will lead to a successful campaign for the products.
Answer – 5
Answer – I
Whenever I hear the name Domino’s, only one thing comes to mind… the best Pizza
Company in the world. This is because of the fact that Domino’s has a good marketing and
advertising team, which allows it to stay at an advantageous position in the marketplace. For
e.g. the company started providing free pizzas so that the customers would come to the,
which would increase their sales even more. This is the reason why the company has an
advantageous position in the marketplace (Clow, 2004).
Answer – II
I think Domino’s occupies a more advantageous position in the market as compared
to Pizza Hut and other companies. The main reason for this is the fact that Domino’s employs
a number of marketing strategies such as providing free pizzas, providing discounts on the
food and other means to keep the customer satisfied (Clow, 2004). The other tactics like the
ability to buy Pizzas from practically anywhere and earning reward points for it is also
keeping the company ahead of its competitors in the market.
Answer - III
I believe the changes which Domino’s made is going to be advantageous for them.
The reason for this is providing free pizzas and comfortable eating places with the large
screen televisions would attract more customers to this pizza chain. This will be useful for the
company as it will earn those profits in the marketplace and keep them ahead of their
competitors in the marketplace (Clow, 2004).

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Reference List
Clow, K. E. (2004). Integrated advertising, promotion, and marketing communications.
Pearson Education India.

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