Advertising and Promotion: A Campaign for Bee Drinks

This report discusses the advertising and promotion campaign for Bee Drinks, a soft drink brand made from honey extracts, and its contribution to bee conservation in Australia. It includes a situational analysis, segmentation and targeting, positioning, communication objectives, creative and appeal strategies, and endorser's strategy.

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Advertising and Promotion
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Advertising and Promotion
Executive Summary
The below presented report is focused on advertising and promoting one soft drink brand that is
manufactured by making use of honey. Bee Drinks is the business entity that is engaged in
providing best quality products to the consumers. The drinks are manufactured from real extracts
of honey and by this way the company is contributing on huge scale on saving and helping bee’s
conservation for a better sustainable future of Australia. Simultaneously, to develop this strategy
of conservation as well as business the company is primarily thinking to expand its business
through an advertising campaign. An advertising campaign is a pre-defined structure of activities
which has to be done to have better results of a plan which a company is going to implement in
its structure. Hence, this will help the company to reach out to a huge population in one go to
make them aware of the cause and the business they are doing for betterment of Australian
future. There are several activities which are included in this campaign such as appraisal of
advertising opportunities, analyzing and defining the target market, setting the advertising
objective, determining the advertising budget, deciding media and the creative strategy, creating
ads, pre-testing and releasing ads, post testing (evaluating the final result) The communication
objective of this campaign would be to create more awareness about the product and the actual
requirement to conserve bees in the economy of Australia. So, all the measure through which
general public can contribute to save them will be mainly communicated through this advertising
campaign for BEE firm. Along these lines, all the measure through which overall population can
add to spare them will be for the most part conveyed through this promoting effort for BEE
FIRM.

Advertising and Promotion
Contents
1. Introduction..................................................................................................................................4
2. Situational analysis......................................................................................................................4
2.1 Industry Evaluation................................................................................................................4
2.2 Brand Evaluation....................................................................................................................4
2.3 Segmentation and Targeting..................................................................................................5
2.4 Positioning.............................................................................................................................5
3. Communication Objectives and message media strategy............................................................6
3.1 Communication Objectives....................................................................................................6
3.2 Creative Strategy....................................................................................................................6
3.3 Appeal strategy......................................................................................................................7
3.4 Endorser’s Strategy................................................................................................................7
3.5 Media strategy........................................................................................................................8
4. Advertising strategy.....................................................................................................................8
Appendix 1...................................................................................................................................8
Conclusion.......................................................................................................................................8
Bibliography..................................................................................................................................10

Advertising and Promotion
1. Introduction
BEE firm is an energy drink association which makes drinks with flavor of honey and
simultaneously runs a firm objective of conserving and preserving bees for a better sustainable
future. The firm has association with several bees conserving organizations to help the nation for
sustaining this species for future generation (Belch, Belch, Kerr and Powell, 2014). Hence, to
reach out to a huge set of people the company is aiming to advertise its idea to reach a huge
number of people so as to make more profit to donate and help in conservation of bees so that
honey remains existent in the near future. So, this campaign is being set to have a better
knowledge as to what is to be done and how is to be done to create more awareness as well as
more supporters for a better Australia through sustainable environment. The basic objective is to
reach out to people so as to gain maximum number of support to help the BUZZ to outgrow and
survive the challenging environment.
2. Situational analysis
2.1 Industry Evaluation
The first opportunity was to make sure that the business and line in which company is aiming to
work is required to be established as the market is facing a shortage of honey and other bee’s
product because of the depleting honey bees which is one concern to look after for better future.
The behavioral trend in this section are high as well as the sales have promising targets which
has to be reached. Hence, consumption and participation of people who conserve energy drinks
is high as well as it can be reached and aimed by the company. Preference of the customers and
their needs and wants which keeps on changing is one market trend which will affect the success
of the campaign. Consequently, utilization and support of individuals who preserve caffeinated
drinks is high and also it very well may be come to and pointed by the company.
Acceptance of product by the people it is challenging and may cause of problem for the success
of the campaign.

Advertising and Promotion
2.2 Brand Evaluation
Brand is creating awareness for the conservation of bees which is the main attribute of the brand
and benefits is that people will have knowledge of unity that will help all of them to come
together for a cause which is for better future of Australia. Contributing for nation is one benefit
itself.
Strength is that it is targeting the market which can be reached, the product is natural made and it
helps in energizing which makes it a substitute for energy (Zhang, Sun, Liu and Knight, 2014).
Weaknesses is that it must have a more larger market share than it actually is having for now as
the brand deserve more customer capturing.
Brands who make similar energy drinks and beverages such as Pepsi, Coca Cola are direct
competitors of the firm.
2.3 Segmentation and Targeting
Segmentation of this category of product is done through various demographic variables such as
age and taste of customers (Babatunde and Adebisi, 2012). Another techniques used is
psychographic one which aims at making people more aware of what is happening in the
environment by developing the idea in their mind through communication and campaign.
Division of this class of item is done through different statistic factors, for example, age and taste
of clients (Ashurst, 2016). Another systems utilized is psychographic one which goes for making
individuals more mindful of what is occurring in nature by building up the thought in their brain
through correspondence and battle.
Making individuals more mindful of the reason for which the organization is filling in and in
addition the various individuals who are dwelling in country should likewise work for a similar
reason to help being developed of the manageability which is required for the general population
and age which is coming up straightaway (Fleisher and Bensoussan, 2015)). This is critical to be
considered to make an attitude where individuals add to nature by what they are doing and
seeking after.
Mind-base segment is what which is primarily used for this campaign. Making people more
aware of the cause for which the company is working as well as all the other people who are

Advertising and Promotion
residing in nation must also work for the same cause to help in development of the sustainability
which is required for the people and generation which is coming up next (Ashley and Tuten,
2015). This is important to be considered to create a mindset where people contribute to the
environment by what they are doing and pursuing.
2.4 Positioning
Selection of the market for positioning of the brand is first primary role of the campaign so as to
have an accessible market which have a proper knowledge of product and have a specific in line
acceptance for the product which is being made by the company (Grant, 2016). In this way the
needs and wants of customers will be the best to make choice of market to have better results for
product positioning and development.
It is always important to plan for any company to reach out to its goal which it is targeting.
Better to set an aim than to fire aimlessly. Positioning is one such element of success which has
to be the primary set of objective for the company and it helps in having better results which are
promising (Andreu, Díaz and Mattila, 2015). Competitors of Bee firm are primarily working
upon setting target for the market on the basis of needs and wants as well as age, population and
preferences. Similarly the campaign of bee firm is targeting same and it is good for it to have
proper success in future for the same line of product. Yes, the key market segment will be
reached for the bee firm’s inspection.
3. Communication Objectives and message media strategy
3.1 Communication Objectives
The main objective of advertising is to make people aware of the brand and the cause for which
it is working. Similarly its association with several other associations which are contributing to
conserve the bees (Rothaermel, 2015). There are many more such relevant things upon which the
company is aiming to work which is creating a naturally made energy drink which will be
beneficial for customers and their health. So, these are the main objectives with a cause which
are set up for this campaign for a better knowledge of what is happening in the environment and
the need for us to contribute to it.

Advertising and Promotion
The primary goal of publicizing is to make individuals mindful of the brand and the reason for
which it is working. Additionally its relationship with a few different affiliations which are
adding to monitor the honey bees (Grant, 2016). There are numerous all the more such
applicable things whereupon the organization is meaning to work which is making a normally
influenced vitality to drink which will be valuable for clients and their wellbeing. In this way,
these are the primary goals with a reason which are set up for this crusade for a superior
information of what is going on in the earth and the requirement for us to add to it.
The main rational is to have a reach to huge population who is aware of the cause and is willing
to contribute through this means to conservation of bees which is at the stage of depletion.
Hence, this objective will lead to save one more species which is important for our eco system
and daily needs (Effing and Spil, 2016). 9818621501
3.2 Creative Strategy
The major creative style is for this campaign is to have advertisement loaded on each and every
possible source according to the budget of the company. Second the natural factor of the drink
can help to attract more people as it is a new invention and people will love the taste as it is
naturally extracted (Veloutsou, 2015). The impact of such styles would be huge on the public
and they will reach out to the company through buying the products which will help the company
to have a success in its main objective.
An A-C-V drink helps a person to have better immunity as well as a better digestion which is
more likely to be healthy and good for individual (Young, 2014). These entire factors are added
in the drink which is made by Bee firm which is also a creative aspect of the firm and a huge
number of people have digestive problems which will be solved through this set of framework.
The can has a bee logo which directly communicates the cause for which it has been made
(Romero and Gómez, 2015). Hence, it is the branding of the product which clearly specifies the
main objective and cause for which it is being established and made.
Hence, all of these factors will directly help the product to position in particular market as well
as to have a better strategy for targeting a particular set of people. People will easily identify the
cause and product for which it is being established and made (Gibson et al., 2017).

Advertising and Promotion
3.3 Appeal strategy
The major appeal strategy is the branding and the brand line which says “We love the buzz”. The
packaging of the product is so authentic and fragmented that people can easily get attracted
towards it and know the cause for making the drink. The bee logo of the drink is so attractive and
versatile that people will get attracted to it which is also a major appealing strategy for the
product (Horen and Pieters, 2017). This will help to spread the cause as well as the product for
which it is being made and will help in development of the product in a better way that people
will be attracted more to it.
Packaging of the product is always an advantage and first move of the product to appear to its
customers if it is best than people will get attracted by the product to buy it. It is important to
have a proper packaging as well as hygienic design for the product so as to have a proper
marketing. Disadvantage are that sometimes people don’t go with the advertisements and appeal
they prefer what they already use as they are not so use to changes. Hence there are both side
perspectives which has to be taken into account before having a particular strategy to be build
up.
3.4 Endorser’s Strategy
Choosing a person who is more supportive in this campaign according to budget is more
important for the firm as it is having a defined budgeting strategy. Picking a man who is more
steady in this crusade as indicated by spending plan is more essential for the firm as it is having a
characterized planning technique. In this way, having a man who is ecological extremist is
superior to have some colossal costing superstar who is well known. Inevitably as the item
creates and achieve high edges after that a big name endorser can be picked by the firm. In any
case, picking a normal client is in every case more helpful for the characteristic taste drink as it is
about normally made item for which an appropriate common ad would be advantageous and
beneficial (Tanner and Raymond, 2015). Henceforth, the battle will be upheld more by overall
population all things considered. So, having a person who is environmental activist is better than
to have some huge costing celebrity who is famous. Eventually as the product develops and
reach high margins after that a celebrity endorser can be chosen by the firm. But choosing an
average customer is always more beneficial for the natural taste drink as it is all about naturally

Advertising and Promotion
made product for which a proper natural advertisement would be beneficial and productive.
Hence, the campaign will be supported more by general public in that case.
The endorser must be fit and fine with a suitable health and proper physique who likes to be
healthy so as to set goals for the potential customers who wants to fit and fine. This endorser will
be perfectly fine as this will enhance the reach as well as the message of the drink which is
naturally made for being healthy with ACV factor (Shankar, 2016). People who are sportsperson
will also be a very good set of people for this set of advertisement campaign as they require
proper energy for performance as well as they can advertise the cause for which it is being
established (Romero and Gómez, 2015).
3.5 Media strategy
A. Medium One: a print medium
Advertising in newspaper means reaching out to a large number of people in one go as well as
health magazines would be very much beneficiary for this product (Matz, Kosinski, Nave and
Stillwell, 2017). There are several other reforms which have to be used in order to have a reach
to that large general public. The scheduling would be according to the newspaper and its
scheduling as the campaigners require to book slots for advertising in these places. People read
newspaper and will get to know about the campaign and the cause of the drink by which they
will tend to get attracted towards it for a better future of Australia.
B. Medium Two: a social medium.
Social media is a very relevant platform for this generation as it is the most relevant to use with a
specific cost frame which is efficient. Also a huge set of people all over the world uses it and it
would be the best medium in today’s era to reach out to people through bloggers, Facebook,
twitter etc. this will help in cost benefits as well as more productive results as compared to any
other mediums. The scheduling can be done according to preferences which are one benefits of
using social media and it can be used for further according to needs of the company after having
the results of the first campaign through it.

Advertising and Promotion
4. Advertising strategy
Appendix 1
Conclusion
In the limelight of the above executed analysis it has been inferred that there are number of
factors that all together if combined will be proven beneficial for an advertising campaign. The
above research discusses the overall effectiveness of the campaign plan and what you have learnt
from doing the project. A lot of strategies and planning for advertising campaign is being learned
from this project which will help every individual to grow and succeed in business which is new
and at the stage of establishments. Other perspective as such that business needs to be developed
as it is being established and it must serve the society in equal manner which is important in
today’s world. This segment talks about the general adequacy of the crusade plan and what you
have learnt from doing the task. A great deal of procedures and getting ready for promoting
effort is being gained from this undertaking which will assist each person with growing and
prevail in business which is new and at the phase of foundations. Other point of view in that
capacity that business should be created as it is being built up and it must serve the general
public in square with way which is vital in this day and age.

Advertising and Promotion
Bibliography
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Sons.
Babatunde, B. O., and Adebisi, A. O. (2012). Strategic environmental scanning and organization
performance in a competitive business environment. Economic Insights-Trends &
Challenges, 64(1), 24-34.
Belch, G. E., Belch, M. A., Kerr, G. F., and Powell, I. (2014). Advertising: An integrated
marketing communication perspective. McGraw-Hill Education.
Effing, R. and Spil, T.A. (2016) The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management, 36(1), pp.1-8.
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application of new and classic methods. FT Press.
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What can the food and drink industry do to help achieve the 5% free sugars goal?. Perspectives
in public health, 137(4), pp.237-247.
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Shankar, V. (2016) Mobile marketing: The way forward. Journal of Interactive Marketing, 34(1-
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Advertising and Promotion
Tanner, J. and Raymond, M. (2015) Principles of marketing. University of Minnesota Libraries
Publishing.
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Veloutsou, C. (2015) Brand evaluation, satisfaction and trust as predictors of brand loyalty: the
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appeals, service types and consumer responses. European Journal of Marketing, 48(11/12),
pp.2105-2126.

Advertising and Promotion
Appendix 1

Advertising and Promotion
Appendix 2
The major creative style is for this campaign is to have advertisement loaded on each and every
possible source according to the budget of the company. Second the natural factor of the drink
can help to attract more people as it is a new invention and people will love the taste as it is
naturally extracted. The impact of such styles would be huge on the public and they will reach
out to the company through buying the products which will help the company to have a success
in its main objective.
An A-C-V drink helps a person to have better immunity as well as a better digestion which is
more likely to be healthy and good for individual. These entire factors are added in the drink
which is made by Bee firm which is also a creative aspect of the firm and a huge number of
people have digestive problems which will be solved through this set of framework.
The can has a bee logo which directly communicates the cause for which it has been made.
Hence, it is the branding of the product which clearly specifies the main objective and cause for
which it is being established and made.
Hence, all of these factors will directly help the product to position in particular market as well
as to have a better strategy for targeting a particular set of people. People will easily identify the
cause and product for which it is being established and made.