The Quest for Perfection: Enigma 2016 - A Rare and Exquisite Wine Experience

The assignment is about marketing a new brand of wine called 'Enigma 2016' from Lotusland vineyard. The target audience is people aged 18 and above who can afford the drink, and are referred to as 'TRUE LOVERS'. The primary goal is to popularize the Lotusland drinks and increase sales by characterizing this new brand in the market. Verbal communication strategy will be used through writings on advertisements, while visual communication strategy will involve graphical pictures of the Enigma 2016 brand. Three communication mix strategies - advertisements, personal selling, and discounts/promotions - will be used to market the wine. A budget allocation plan is also provided, with a total budget of $72,000. The perceived value of the Lotusland new wine brand 'Enigma 2016' is high due to its improved quality and relatively low price compared to other wines.

Assignment 3
Communicate the Value
Ahmadreza Mohmmadi
MKTG 2431
August 10, 2016

Table of Contents
4.1 Decisions....................................................................................................................................1
4.2 Advertising Critique..................................................................................................................3
4.3 Communication Brief................................................................................................................6
References........................................................................................................................................9

4.1 Decisions
What is integrated communications?
Integrated marketing communications refers to the use of continuous messaging in both
traditional and modern marketing mediums and using varied promotional methods as
reinforcement to each other (Kim, et al, 2016).
Benefits of integrated marketing communications
Delivering message through the channels of integrated marketing communications
increases the popularity and consistency of the brand, this therefore makes the brand more
competitive as most consumers prefer buying their commodities from the famous companies
whenever they want to purchase the items.
Integrated marketing communications have become more famous in the current era of
advent technology and digital advertisement media which are cost effective and efficient in the
transmission of the messages throughout the world (Kim, et al, 2016). The use of digital devices
is also reliable sources of storing the messages and hence can be used over and over.
Because of the diverse nature of this marketing strategy, it enhances the transfer of message over
wide distance within a very short time to a large number of people.
Through integrated marketing communication the message can be manipulated to suit a given
demographic characteristics of people.
The integrated marketing communication reduces the interdepartmental conflicts, reduces the
transaction cost and it also maximizes the marketing efforts.
Integrated marketing communication initiatives
The most important marketing initiatives are to increase the awareness of the consumers
in regard to the presence of various commodities in the market from various companies through
the use of digital media (Kim, et al, 2016). Through the use of integrated marketing
communication, there is an intended plan to maximize the intensity of the marketing while
minimizing the cost of the same. These initiatives are important to the marketers because it will

initiate the increased sale of products at minimal cost leading to a wide profit margin to the
manufacturers.
4.2 Advertising Critique
Advertisements are used as a marketing strategy by many companies or individuals seeking to
create awareness and concern with the goods that they are selling or the kind of the services that
they offer in the market. The effectiveness of any given advertisement mainly depends on the
medium in which it is advertised and the kind of features that is used to design the advertisement.
The two advertisements chosen in this case are newspaper advertisements obtained from the
given internet link; http://relevancesells.com/zLoaderBypass/t1.jpg and
http://www.72advertising.com/newspaper-ads.htm. Both of the advertisement took the entire
page of the magazine.
First advertisement

The first advertisement is from the Nissan Company showing a picture of New Nissan models
and the cost benefits on the purchase of Nissan models. On the top of the ad, is the text “0% APR
& REBATES” highlighted to seek extra attention from the customers. Later the same technique
has been used for the text “$5000 Cash Back’. On the bottom of the text, the low cost of various
models have been highlighted. The purpose of the advertisement is to create
creating awareness to the people who can afford to buy vehicles on their new car models in the
market. The advertisement is aimed towards the people who want to buy various models of
Nissan at low price. The thesis of the advertisement: When you’re happy, we’re happy indicating
that the company is willing to please their customers by putting their best efforts for the
customers.
The communication objective in the advertisement is creating a notion of the vehicles being
cheap for the buyers and this is explained by the price tag that is put on the value of each car
(Butler, 2016). The communication also aims at describing the quality of the vehicles as a way of
attracting the customers. The advertisement aims to call out for middle section of the society by
putting emphasis on cheap prices.
The visual and verbal communication strategies have been used in the advertisement, the picture
of the Nissan cars is used to give a captivating impression to the buyers on the quality of the cars.
The positioning statement in this advertisement goes as "0% APR & REBATES ON MOST
NISSAN! ALMOST UPTO $5000 CASH BACK! AND MAKE NO PAYMENTS FOR 90
DAYS." This statement aims at attracting the customers bearing on the cheap cost of the vehicles
and the amount discounted on them. The communication tactics applied in the advertisement is
attractive as they give numerous impressions on the cars. Whereas the Communication mix in
this advertisement is the sales/promotional event the company is putting forth as they are
promoting their product. This is done by depicting the elite models of various models of Nissan.
There is a lot of creativity in this advert; this is because the designer has used a lot of features
ranging from visual to the types of statements used that are attractive to the targeted group. A
range of different car models is displayed in the advertisement trying to give a hint to the buyers
of how the cars appear. This advert is therefore very effective in communicating its point that is
to sell and to inform the people about the cars (Butler, 2016). Very impressive different car

models are displayed on the advert and it can act as an attraction to the buyers. The
advertisement also gives enough information about the cars that it could convince the customers
regarding the car.
I think the advertisement is effective for aiming towards the medium section of the society by
placing emphasis on their low budget with high quality thinking.

Second advertisement
The second advert is that of a particular law firm that is advertising to have specialization in
handling cases arising from tax payments. The advertisement shows the images of three
renowned lawyers of this law firm. The advertisement additionally places important and
intriguing facts of the law firm. The target groups, in this case, are American citizens from
various sectors of the economy who are maybe having issues with their tax compliances to the
government of the United States of America. The advert has presented the faces of the renowned
lawyers so to win the trust of the target groups. This image helps in instilling trust and faith in
the people of the target group,

The communication objectives of this advertisement is to create an awareness of the existence of
their firm and their competitiveness in handling such cases. The objective is to promote the law
firm along with convincing the people regarding the best law practices.
The overall communication strategy in this advertisement is the use of clear conversation in
trying achieve their goals of helping customers solve their tax problems. The firm has put more
stress on the qualifications of their lawyers ranging from their experiences to their specializations
in the cases handled. This was done to highlight the image of the law firm in an authentic and
positive manner. (Belch, G. E., & Belch, M. A., 2003).
The positioning statement in this advert is "TAX ISSUES" the key messages in these
declarations are the recognition of the firm and the experience of the lawyers. The advert tries to
establish a positioning in the market by stating some evident important facts regarding the law
firm.
The communication tactic, in this case, is very simple and direct and it does not attract the target
groups very easily. The communication mix in this advertisement is the direct marketing strategy
as the company is more precise to regarding their services. The advert lacks creativity and hence
making it appear plain plane.
The advert is not effective in attracting the clients to the firms as it is plain and it may not trigger
the viewers to read more about their services. The advertisement lacks the elements of visual
impression and creativity to captivate the reader's interest, and thus it might be ignored. The
advert places a strong emotional appeal towards the target audience in terms of the security.
Furthermore, the advert has a weak positional statement. (Boulding, W., Lee, E., & Staelin, R.,
1994).
The perceived value of cars in the first advertisement for the targeted audience may be lower
than the actual cost, and this is because the advert reflects more money discounted from the sale
of cars which are depicted to be of high qualities on the pictorial presentations (Butler, 2016).
The perceived value of the second advert of the law firm to the target audience may be too high;
this is because the standards of the lawyers in the company seem to be too high and therefore
many people might shy away from their services which can be perceived to be very expensive.
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4.3 Communication Brief
Background
Lotusland Wines Company is staging to launch a new brand of wine known as Enigma 2016 to
counter the rising number of customers in the market demanding for a different mix of wine
flavor. The main marketing problem is the emergence of new brands from other companies like
Sangiovese from Italy which offers a variety of tastes that offers satisfaction to a range of clients
(Percy & Rosenbaum, 2016). The new brand will, therefore, include such additional properties
and will exist in many forms so as to meet the taste and flavor requirements of all our customers.
My business goal as the marketing director is therefore to create a new product line that will
satisfy the rising demands of wine products by the consumers.
The next brand "Enigma 2016" assigned to my creative team is a rare type of wine that will be
sale across the globe because it is an improvement of the Lotusland vineyard previous wines is
made of more quality. The new wine is free from chemicals which make it healthier; the wine is
also fresh owing to its method of preservation.
Target audience profile
The targeted group for this new brand of Lotusland wine is for a group of people who are
eighteen years old and above all over the world, who can afford the drink. One interesting
characteristic of this audience I that it is evolving across all the ethnic borders and the popularity
of the Lotusland wine products are far much more beyond the British Columbia.
Psychographically we have labeled this audience as TRUE LOVERS. They understand the
effects of this wines that are caused by the low-level alcoholic content of the Lotusland wines but
still prefers the wine because it refills their desires as a drink. The audience does not also bear
any negative feelings or opinion about the relatively high cost of the drink.
Communication objective
The primary goal of this advertisement is to popularize Lotusland drinks and increase their sale
through characterizing this new brand in the market. Advertising the Enigma 2016, will create
awareness of the Lotusland wines and make people try out the new brand which offers more
satisfactory qualities in tastes and flavor.
Overall communication strategy
The two communication strategies that will be used in developing this advertisement are verbal
communication strategy and visual communication strategy. Verbal communication will be
applied through writings which will post in the advert to give more information about the new
brand of Lotusland drink (Percy & Rosenbaum, 2016). The advert will include a graphical

picture of the "Enigma 2016" brand showing all its labels and appearance of the bottle to make
the audience familiarize with it.
Positioning and key messages
The new wine label "Enigma 2016" is intended to position the products distinctively from
Lotusland in the minds of the consumers through a wide range of qualities such as price, brand,
and product. The price of Enigma 2016 is relatively lower than that of other wines from the
company's competitors and thus making it affordable to many people and favorable. The brand is
an improvement of the company's previous brands that reflects a wide range of qualitiesbeing
desired by the customers (Percy & Rosenbaum, 2016). The wine is a product freshly harvested
vinegar which is used in making the wines. The vineyard is maintained without the use of
chemicals such as fertilizers and pesticides and thus making the vines purely organic and safe for
human lives. The drink brings excitement and thus the message "with Lotusland every day is a
celebration." (Abraham, M. M., & Lodish, L. M. 1989).
Communication tactics
Putting up this advertisement will be through the use of media and over the internet. The advert
will be anchored in various TV channels all over the world. An advertisement slide will also be
posted on numerous websites so that the internet users can access the advert while using the
internet.
Communication mix
There are three communication mix that will be used in marketing the wines, these are,
advertisements, personal selling’s and discounts and promotions. An advert that will be
developed indicating various qualities of the new brand of Lotus wine will be aired in the
channels and websites on the internet. This will allow the message to many rich people across
the world. Several salespeople and distributors will be hired to help in selling the new brand of
wine so as to trigger more people to buy the wine. A 20% discount will be levied on the drink
during the promotion period to influence more people to try the wine through buying. (Boulding,
W., Lee, E., & Staelin, R., 1994).
Creative concepts and execution
Consumer insights – the advert will be aired on the favorite TV channels, programs, and favorite
media personalities to attract the attention of the audience. Expert quotes such as "every day is a
celebration" will be applied to give more insight about the drink. A real person's brand idea can
also be applied; this can include a comedian or actor. (White, A., & Smith, B. L. ,2001).

Budget allocation
5000$ - this will be used for developing and posting the advert in various websites, 50000$ will
be used to air the advert in various TV stations, 30000$ used for hiring comedians and promotion
agents, 10000$ will be the transportation cost during the promotion period, 5000$ will be used
for facilitating the exercise.
The perceived value
The Lotusland new wine brand "Enigma 2016" value is perceived to be very high by the
targeted audience; this is because wines are mostly preferred by the people in high social classes
and thus most of them are very expensive for the common people to afford (Percy &
Rosenbaum, 2016). The improved quality of the wine also attracts an increase in its price since
price and quality are always relative in marketing.

References
Butler, K., Butler, K., Gordon, R., Gordon, R., Roggeveen, K., Roggeveen, K., ... & Cooper, P.
(2016). Social marketing and value in behavior? Perceived value of using energy efficiently
among low income older citizens. Journal of Social Marketing, 6(2), 144-168.
; http://relevancesells.com/zLoaderBypass/t1.jpg
http://www.72advertising.com/newspaper-ads.htm
Percy, L., & Rosenbaum-Elliott, R. (2016). Strategic advertising management. Oxford
University Press.
http://www.lotuslandvineyards.com/index.php
Kim, J., Kim, J. E., & Marshall, R. (2016). Are two arguments always better than one?
persuasion Knowledge moderating the effect of integrated marketing communications. European
Journal of Marketing, 50(7/8).
Solomon, Marshall. Smith, Stuart. Shah, Charlebois. (2012). Marketing: Real People, Real
Choices, Fourth Canadian Edition. Pearson Education.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing
communications perspective. The McGraw− Hill.
Boulding, W., Lee, E., & Staelin, R. (1994). Mastering the mix: Do advertising, promotion, and
sales force activities lead to differentiation?.Journal of marketing research, 159-172.
Abraham, M. M., & Lodish, L. M. (1989). Getting the most out of advertising and
promotion. Harvard Business Review, 68(3), 50-1.
White, A., & Smith, B. L. (2001). Assessing advertising creativity using the creative product
semantic scale. Journal of Advertising Research, 41(6), 27-34.