Advertising and Promotion: A Campaign for Bee Drinks

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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.