Alcohol Marketing Strategies Analysis

This assignment delves into the world of alcohol marketing, examining the strategies employed by the industry to promote their products. It analyzes various marketing tactics, including advertising, social media campaigns, and promotional offers, while also considering the ethical implications and impact on consumer behavior. The assignment requires a critical evaluation of these strategies and their effectiveness in influencing purchasing decisions.

“How effective are the
advertisement strategies utilised
by companies in UK alcoholic
beverage sector in pursuit of
competitive advantage?”

EXECUTIVE SUMMARY
The current era of globalisation has shown some major competitive aspects in the
marketplace. It is irrespective of their nature and trend of business and thus tends to make an
equalised impact upon all organisational sectors. It is therefore important for almost all type of
industries to work into a strategic manner where each of their operational function will clearly
depict a vigorous action plan for continually succeeding into a prospective manner. It is thence
addressed to be a vital tool of success in today’s contemporary trend with huge amount of
competition among the analogous set of industries. This gets difficult for the enterprises to
accomplish the considered measures without implanting some potent methods of operating in the
marketplace.
The below thesis is in context to a similar topic of advertisement strategies as a critical
mean for the alcoholic beverage industries of UK. With reference to which, these action plans
tends to work as an imperative tool of marketing their commodities in an impeccable manner.
The current dissertation is parted into five major units that has initiated with an introductory part
with some subsequent chapters to depict some critical assumptions of distinct authors. Research
methodology is the next segment in which the investigator has hereby showcased the applied
tactics of carrying out the survey via compelling techniques with a consequent section of
analysing the collected set of data via a chosen medium. The last section is in relation to
conclude the derived findings by together presenting valid recommendations to improve the
strategic context of work.

TABLE OF CONTENT
CHAPTER–1...................................................................................................................................1
INTRODUCTION...........................................................................................................................1
1.1 Overview................................................................................................................................1
1.2 Rationale of the study............................................................................................................1
1.3 Research aim and objectives..................................................................................................3
1.4 Research questions.................................................................................................................3
1.5 Chapter structure....................................................................................................................4
CHAPTER- 2...................................................................................................................................6
LITERATURE REVIEW................................................................................................................6
2.1 Introduction............................................................................................................................6
2.2 Role of advertisement strategies in marketing.......................................................................6
2.3 Implication of alcoholic marketing........................................................................................7
2.4 Trends in advertising techniques of alcohol beverage industries..........................................9
2.5 Concept of advertisement strategies to underpin its potent features in business activities. 11
2.6 Advertisement activities by alcoholic beverage industries of UK.......................................12
2.7 Interpretation of factual relationship among advertisement strategies that are being
practised by the UK alcoholic beverage sector in order to achieve competitive advantage......14
CHAPTER- 3.................................................................................................................................16
RESEARCH METHODOLOGY...................................................................................................16
3.1 Introduction..........................................................................................................................16
3.2 Research philosophy............................................................................................................16
3.3 Research approach...............................................................................................................17
3.4 Research design...................................................................................................................17
3.5 Research technique..............................................................................................................18
3.6 Data collection.....................................................................................................................18
3.7 Sampling technique..............................................................................................................19
3.8 Data analysis........................................................................................................................19
3.9 Validity and reliability.........................................................................................................20
3.10 Ethical consideration..........................................................................................................20

3.11 Research limitation............................................................................................................20
CHAPTER- 4.................................................................................................................................22
DATA ANALYSIS AND FINDINGS..........................................................................................22
4.1 Introduction..........................................................................................................................22
4.2 Thematic analysis on the basis of secondary data collection...............................................23
4.3 Findings and interpretations on the basis of primary data collection..................................34
CHAPTER- 5.................................................................................................................................38
CONCLUSION AND RECOMMENDATIONS..........................................................................38
5.1 Introduction..........................................................................................................................38
5.2 Conclusion...........................................................................................................................38
5.3 Recommendations................................................................................................................40
REFERENCES..............................................................................................................................43
APPENDIX....................................................................................................................................47
QUESTIONNARIE...................................................................................................................47

CHAPTER–1
INTRODUCTION
1.1 Overview
Marketing is now-a-days referred to be a major concern for almost all sort of
organisations, irrespective of their nature and type of services. It is mainly done with another
relative consideration of enhancing the sale of commodities that are usually being produced by
them. This in turn augments their static level of profit and revenues with increased number of
shares in the market (Babor, 2016). Marketing is thus considered to be an interrelated prospect
that is also known as a beneficial tact for positioning as a well-recognised firm in the
marketplace. It hereby tends to enhance the brand name of the industries with a simultaneous
advantage of high profitability index. It consequently showcases an amended economic
stipulation of the respective organisation.
The present investigation is therefore carried out to address such impelling means of
marketing via the alcoholic beverage sectors that are currently operating in UK marketplaces.
However, this particular sector is associated with some antagonistic resultants where alcoholic
drinks are usually referred as toxicant beverages and most of the people subsequently
misinterpret its non-poisonous nature where it also has many medicinal properties (Casswell,
2013). Marketing is therefore considered to be a crucial prospect for the supply chain
management of alcoholic beverage sectors of UK that will also play a considerable role in its
production and retailing functions. The present research is basically in relation to acknowledge
the effectiveness of marketing strategies that are usually being adopted by these industrial sectors
of UK in order to address certain competitive benefits that can be significantly attained by its
application.
1.2 Rationale of the study
The primary goal of survey is to discover that “How effective are the advertisement
strategies utilised by companies in the UK alcoholic beverage sector in pursuit of competitive
advantage?”. With simultaneous reflection of this aim, current investigation has framed some
liable targets to specifically carry out the entire research work. This will eventually lead to
achievement of its expected results (Lobstein and et. al., 2015). This investigation has chiefly
focussed upon the advertisement strategies that are commonly being executed by alcoholic
beverage firms of UK. It has a lateral purpose of determining the resultant outcomes of such
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activities for a precise attainment of competitive benefits from analogous sectors that are
working in the similar field. It has thence relied upon some below outlined stages for
systematically conducting the investigation. In every sector it is necessary that effective
marketing strategies are present so that customers can be easily attracted towards the range of
products. Further, marketing strategies allow in transferring information linked with products
and services with the target market which is favourable for the entire sector in every possible
manner. Apart from this, marketing involves promotion, branding and other key areas with the
help of which business enhances its long term performance in the market. In short, overall results
are favourable when marketing strategies are developed in proper manner. Industries together
uses alike strategies of advertising their commodities. The 4P’s of marketing is hereby identified
to be a common procedural of these sectors as well with more emphasis on building appealing
product in terms of packaging with considerable price, a proper and respectable mean of
distribution in terms of its third element of place and promotional offers like discounts, etc.
There exists a direct relationship among the advertisement strategies and competitive benefits. It
is in lieu of the resultant outcome of these strategies where they not only tend to enhance the
market coverage of the industries but together elevate the brand image of the organisations. Both
these precepts lastly assist the establishment to gain a major competitive benefit from their
applied tactics of advertisements.
What is the research content?
The research content has hereby depicted a rising awareness of business organisations in
efficiently promoting their goods and services. It is basically done with some profound means of
broadcasting the products that usually depict certain latest and innovative means of attracting
more number of users towards the same (Mialon, Swinburn and Sacks, 2015). The designated
content of this investigation have thus showcased a prime intent of advertisement strategies to
contribute in fetching a liable interest of consumers in order to buy the offered commodities.
A prime motive behind selecting this content?
The current investigation has hereby focused on breaking the stereotype application of
advertisement strategies that are customarily being applied by the firms working in alcoholic
beverage sector of UK (Moodie and et. al., 2013). It has laid down some additive modes of
advertising by utilizing some efficient broadcasting channels that have imposed a correspondent
outlook with today's contemporary world of business.
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How this investigation can enlighten it?
The present investigation has enlightened a premise foundation of advertisement
strategies where it is not a constricted resource that merely showcases an activity of selling the
offered goods and services. With some latest measures of promotion, it has also emphasised on a
dual assistance of such strategies where certain meticulous framework of advertisement
strategies enormously contribute in attaining a competitive advantage (Nicholls, 2012). The
below study has therefore depicted a contributory role of advertisement strategies where it
proficiently serves the business organisations to achieve certain contending benefits from their
existent number of opponents.
1.3 Research aim and objectives
The principal aim of this survey is to ascertain that “How effective are advertisement
strategies utilised by companies in the UK alcoholic beverage sector in pursuit of competitive
advantage?”- A study on Wolf Blass. It is consequently substantiated by some implicit objectives
for achieving the awaited discoveries which are stated as below-
 To underlie the conception of advertisement strategies in order to understand its potency
in business activities.
 To find out the adopted activities of advertisement by alcoholic beverage industries of
UK.
 To interpret a factual relationship among advertisement strategies that is being practised
by the UK alcoholic beverage sector to achieve competitive advantage.
 To determine well-defined ways to execute the advertisement strategies in order to attain
a contending benefit from active number of rivals who are operating in the similar market
of UK.
1.4 Research questions
Below framed are the investigation queries that have been formulated for an appropriate
accomplishment of its predefined aim and objectives:
 What is the generic concept of advertisement strategies in abstraction to understand its
potent usage in business activities?
 What are the advertisement activities that are usually being adopted by the alcoholic
beverage industries of UK?
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 What is the relationship between advertisement strategies that are usually being practised
by the UK alcoholic beverage sector to achieve a competitive advantage from the
operational challengers in an analogous market of UK?
Above conferred questions have guaranteed a subsequent accomplishment of the
anticipated outcomes from this study.
1.5 Chapter structure
This section has outlined the structural overview of the thesis where different chapters
have been included in it. It is basically to acquire a better attainment of outcomes with respect to
its framed goals and targets. Below mentioned is a chapter wise description of the dissertation-
Chapter 1: Introduction
It is the foremost chapter of this research that has depicted about the factual context of
this study. It has fundamentally over viewed the entire topic of the investigation by together
framing its relative aims and objectives. This section has also rationalized the survey in a precise
manner with certain articulated queries to clearly address its defined aims and objectives.
Chapter 2: Literature review
It is the subsequent section of the thesis that is based upon the above framed objectives of
this investigation. It has stated some distinct viewpoints of various authors to critically present
the designated subject matter of the study. This has basically presented a thematic overview of
the study with secondary sources of information. However, it has showcased an authentic nature
of the survey where the researcher have made an in depth analysis of the content.
Chapter 3: Research methodology
This section is also based upon the preceding objectives of the study and with relation to
it, this part have demonstrated the methods that have been used by the investigator in order to
conduct the study in a systematic manner. It has clearly defined the implicated tools of analysis
by together justifying the reasons for selecting them.
Chapter 4: Data analysis
It is the next section of this dissertation in which the investigator have hereby exemplified
the aggregated information via secondary method of data collection. This further provides an
insight to showcase the concentrated means via all referred tools of conducting the research. This
part is to fundamentally discuss the acquired results of the study by the surveyor.
Chapter 5: Conclusion and recommendation
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It is the eventual part of the research in which the investigator will hereby tend to
measure the obtained set of results from the framed objectives of this study. On whose basis, this
section will subsequently explicate some valid recommendations in order to adapt some
respectable action plans for appreciably inculcating them in the marketing procedures.
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CHAPTER- 2
LITERATURE REVIEW
2.1 Introduction
It is considered to be a crucial section of this research work in which different authors
will present their distinct set of opinions in relation to the subject matter of the conducted study.
However, the collected set of information in this peculiar section especially represents secondary
assemblage of data that involves the investigator to refer some applicable books and journals.
Along with which, certain authentic internet websites also depict valid statistics to configure the
designated content of the investigation in order to contradict the conferred statements of different
authors. The recent survey have largely focused upon the framed objectives of this research with
assorted parts that has initiated with a fine understanding of the general marketing concept in
terms of advertising the commodities. Another subdivided part of this section have emphasised
on outlining the advertisement strategies that are usually adopted by the industries working in
alcoholic beverage sector of UK as a major point of focus. The ultimate part of this chapter have
determined certain interrelated prospects of advertisement activities in order to achieve a
competing benefit from the active number of rivals who are working in an analogous set of
marketplace like UK.
2.2 Role of advertisement strategies in marketing
Aaker and Biel (2013) has referred that success of any organisation depends on the
quantity of the goods or services consumed by the customers. Quality of a product or service,
attractive price, benefits are of no use if the customer is not aware about the existence or
updation of the product. For this it is very important that the masses knows about the existence
and updation of the services or goods. The only way to achieve this is by the means of
advertisement. A retailer tries hard to communicate his message to the consumers and the
solution to this is advertisement. An organisation is able to inform, popularise, convince about
the product through advertisement. It is a form of mass communication which is becoming vital
for organisational growth as it spreads the word about business, goods or service proposed to the
public. Digitalisation has given a boost to the advertisement marketing sector. It has become a
key element of company's marketing strategy.
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Advertisement can take many ways such as through televisions, radios, newspapers,
online websites, ads on popular and commonly visited pages or websites etc. A good
advertisement helps to convey the right idea and information to the customers as stated by
Sheehan (2013). Public relation along with advertisement to pass the correct information in an
effective and catchy way among masses. It offers complete management over the message that is
to be conveyed. Also, it helps the customer to compare and select the best option for them as
they are offered with a wide range of variety. It has also helped to change customer attitude,
brand their product or service, built customer loyalty etc. It helps the company to retain the
existing customers and attract new customers. It helps to convince the customer to try the
product or service and be a regular user of the same.
Although advertisement carries large benefits for the organisation, its positive impact has
been neglected by the economists. Kim, Hayes, Avant and Reid (2014) has hereby conferred
some leading disadvantages that are the high cost of advertisement production as one needs to
spend a lot of money to publisher or TV channel and it requires a lot of manpower. Also, the
content may be not good for the children, there may be some images or some stunts or something
not suitable for children as get easily influenced by them. It also drifts people from reality as the
advertisement is not exactly the same and quite different from the outcome of original product or
services and further it confuses the buyer.
In recent years, due to the modern economic revolution people have realized the
advantages of advertising and are associated with the research agenda as mentioned by Samaha,
Beck and Palmatier (2014). Increasing competition in the business is leading to an increase in
realisation of significance of advertisement among the owners. Much of the organisational
money is spent on advertisement. To conclude it can be said that in spite of carrying some
drawbacks the role of advertisement for any company cannot be neglected as it proves out to be
one of the best communication tool between customer and supplier.
2.3 Implication of alcoholic marketing
Marketing is termed as those business actions that are undertaken for promoting the
offered products and services as a way of meeting the expected level of sales. In context to
which, marketing is often referred to be a wider context of businesses where it duly covers a
large range of certain disciplined actions that are involved as a way of effectively selling the
proposed goods and services to the users. Jerath, Ma and Park (2014) has hereby depicted a
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foremost role of advertisements that are mostly done by the alcoholic beverage industries as a
way of marketing their goods and services by using some defined means of print media and
television, etc. Wherein, there together exists some other promotional means with a potent use of
various social media tools that also involves sponsorship of sports and musical events. It is by
referring to a common term of marketing that is generally used to specify the principle concept
of marketing known as marketing mix. Herein, this constituent is made up of four P's of
marketing entitled as product, price, place and promotion.
De Mooij (2013) with a supportive context to it has hereby depicted a pivotal role of such
strategic approach towards marketing where it gives a coherent tact of selling the products and
services by following a step wise formulation. Marketing has become a trending tool for
increasing the supply of goods and services. It can be explained as an act of advertising and
selling of a product or a service. The major aspects of marketing is 'the marketing mix' which
comprises the four p's which are as follows -Product, Price, Promotion, Place. These p's of
marketing of alcohol has impacted the sell of alcohol a lot. An alcoholic marketing makes the
use of all these four p's of the marketing mix. An alcohol marketer makes a complete use of all
the large scale possibilities from the structure of the project. This includes a foremost constituent
called product where studies have shown that some alcoholic drinks with a specific design
attracts teenagers more than they do to adults. According to an Australian study packaging done
for alcohols, designer drinks, ready to drink (RTD) etc., has gained more acceptance amongst the
teenagers than amongst adults and also packaging of alcohols has gained higher acceptance in
females. The Latest Australian study shows that almost half of the teenagers likes the product
which looks similar to soft drinks and about one third of them likes the one which contains
energy ingredients. This popularity of alcohols amongst teenagers is because they make the
alcohol taste pleasant.
Percy, Elliott and Rosenbaum-Elliott (2016) with a more emphasis on another element
called pricing has referred it to be a key marketing tool for alcohol producers is lowering of the
price. It is observed that consumers purchase products in larger quantity when the price of
product is low and also their consumption level is raised. Offers and discounts in the supermarket
has increased the selling of alcohol by 20-25%. But increased consumption level has reported an
increase in deaths and hospital admits because excess consumption of alcohol is the cause of
many diseases leading towards death. A ban on alcohol has been imposed in many countries and
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states lowering the profits of the alcohol companies. Buil, De Chernatony and Martínez (2013)
has argued upon a subsequent element of place that depicts the number and amount are highly
impacted by the place and positioning of selling of alcohol. For instance access to alcohol shop is
easy from some place then the number and volume of consumption of alcohol will be more than
a place where it is difficult to access alcohol. Also, the positioning of alcohol in the stores affects
the number and volume of alcohol supply this is why many of the store owners keeps the alcohol
in front of the store where it is easily visible to the buyers. The reason behind this is visibility of
alcohol encourages the customers to buy it even if they do not intend to do so.
Hoban and Bucklin (2015) has explicated yet another fundamental component called
promotion where it refers to the activities such as advertisements and sponsorships covers a
broad range of promotion of alcohols. From 2003-2006 after the financial service sector alcohol
drinks companies of UK were the second largest source of sponsorships. Use of media marketing
and online marketing of alcohol on different websites have increased recently as alcohol is being
promoted more and more through these. Alcohol companies can also use tools such as
sponsorship by celebrity, PR-generating activities and viral marketing.
2.4 Trends in advertising techniques of alcohol beverage industries
Winpenny, Marteau and Nolte (2014) has bestowed distinct techniques of advertising that
is usually being used by the advertisers as a way of fetching a liable interest of large number of
consumers to buy the offered commodities. It is however with a special consent of the alcoholic
beverage industries where they have traditionally involved some vital tactics of humour by
referring to popular music as a way of describing certain product benefits. It is basically to create
a fun frolic and gratifying ambiance where such implicated tactics are mostly apparent to give
some effective results to the alcohol advertisers where they tends to create a likely feeling of
publicity among the consumers. This section has however represented a negative impulsion of
alcoholic marketing with a most pessimistic intrusion of advertisements via sex appeal.
Although, yet another fact in relation to promote the consumption of alcohol has inculcated a pro
drinking attitude in consumers. This in turn has increased the probability of massive drinking in
people for which, the current trends and techniques of advertising has reflected a growing
concern among the advocates of health and safety.
Percy and Rosenbaum-Elliott (2016) has hereby showcased a factual argument among the
advertising industries and alcoholic sector where alcoholic beverage is hereby defined to be a
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legalised product that in turn permits for a legitimate promotion. This was basically carried to
argue against the ban for alcoholic advertisements where it is expected to disrupt the entire
market on media. Such type of bans are therefore reflected an unjustified consideration where
there is no evidential link among the consumption of alcohol and its related ill effects. It is
mainly in support of some other stated arguments in the way alcoholic brands are being
promoted by advertising that in turn recruit new drinkers as a way of enhancing the current level
of sales. This resultantly depicts heavy number of customers with intensive drinking habit. It is
where an intense way of advertising and promoting alcohol seems to be sanctioned for a legalise
usage of product. It is however apparent to cause high level damages to the individuals and
society members referring to high level consumption of alcohols. This is for instance to
scrutinize the restrictions on advertising alcoholic beverages where it is referred to correspond
with a lesser rate of risky drinking in the participants who are aged in the range of 50–64 years.
Savell, Fooks and Gilmore (2016) in accordance to certain pessimistic facets of alcohol
consumption has defined the clause of alcohol advertising as a single sided procedure where it is
in correspondence to present day circumstances. It is basically in context to yet another inability
of alcohol where it is referred to be a competent product that tends to meet the alternative
measures of drugs and soft drinks. It is also in reflection to some other evidential clauses where
advertising alcoholic beverages is referred to have a beneficial impact on reducing the level of
risk for a longer time period. There together exists some other magnified concerns of alcohol
consumption where it has been interlinked with the advertisements done for promoting tobacco.
This has in turn enlightened a vital analysis of certain intrinsic documents obtained from the
advertisement agencies who are operating for tobacco companies. Herein, they are exposed to
have highly distorted standards of tobacco and alcohol industry with some inherent arguments
that have been presented in context of advertising such deformed products. It is not only in
regard to expand or protect the concern of brand share and total consumption but exists with a
preferred clause of self regulation to eliminate any exigent issues from it.
Jernigan and Rushman (2014) has hereby highlighted some vital outcomes from this
analysis where the young people were found to be the principle targets and an imagination is
being used to advertise the commodities as a way of attracting them. Wherein, for the
consumption of public, a prompt care has been reflected by referring to the market consisting of
young adult. It is basically in accordance to their carried life styles, encouragement and
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aspirations for the younger age people that is continually being assessed by the advertisers. In
whose context, it was found that the young age individuals refers to smoke for more of an
emotional reason. This was addressed with an adopted tact of branding that has been proposed to
meet their realistic needs with an additive ambition and coolness to the offered products.
2.5 Concept of advertisement strategies to underpin its potent features in business activities
Previte, Russell‐Bennett and Parkinson (2015) have stated advertisement as an integral
mean of marketing where it is basically referred to be a strategical plan for outreaching the
potent number of users in the market and conveniently persuading them to buy the offered
products and services. It is thence deliberated as a foremost consideration of almost all
organisations with a leading intent of enhancing the sale of their goods and services. It is hereby
linked to a larger concept of marketing procedurals in which advertisement is also depicted to be
one of its eminent components. It is the statistical fact advertisement strategies assist in attracting
more potential consumers towards the brand. It helps in gaining their attention and influences the
service users if they are using competitor brand's products. Saleem, Rahman and Umar (2015)
with a distinct set of view have hereby contradicted this point by defining the strategies of
marketing and advertisement as two well-defined constituents with less correspondent factors.
According to them, there exists some major point of difference among both these
concepts where marketing and advertisements consists of two assorted definitions. However,
both these terminologies of marketing and advertisement have been drastically changed with a
changing period of time. In the previous era, organizations ere using traditional marketing tactics
gave them results according to the situation, but now days marketing managers of the firms are
using impressive tactics of advertisement which help them in getting touch with mass audience.
Advertisement assists in attracting more consumers towards the brand and gaining the
competitive advantage in such complex corporate era. With a correspondent outlook, Schudson
(2013) have stated some remarkable points in relation to define the conventional format of
marketing where it was previously outlined to be a routine perspective of operating in the
markets with an apparent transaction of products and services. This format had never reflected an
active existence of advertisement in it where such broadcasting measures were merely used by
the companies to inform the customers about their operational presence in the market.
Bakan (2016) have bestowed another critical facet of such traditional means of marketing
where the advertisement procedures were hereby attempted by one consumer to another with no
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proper means of making a direct interaction among the industries and their respective clients. It
is where the advertisement slightly differed from such implication of marketing. Advertisement
is known as an extensive mean of marketing with distinct usage of tools that have substantially
reflected some latest modes of making a direct interaction with the users. Dietz (2013) with a
controversial statement have declared that marketing and advertisement are two synchronic
methods that enormously aids in communicating with the customers through some meticulous
broadcasting channels. Accordant to such conferred argument, marketing is stipulated to be a
sophisticated terminology for operating in today's business world that is bounded by an immense
concept of globalisation.
Mallarino and et. al. (2013) has herewith presented another contrary statement in relation
to define the abstractive sense of today's progressive consumers where they are largely impacted
by such vital means of marketing. As a result to which, advertisement is an affiliated medium of
marketing with some more specific applications and a broader objective of circulating a message
to all the audiences. Mills, Tanner and Adams (2013) have thereby presented some wider
channels of communication to disperse the message via some authentic channels of newspapers,
magazines and hoardings, etc. It is where the advertisement procedure also encompasses some
peripheral means of the latest transmission methods via social media and internet tools. This will
not only help the ventures to make a recognisable position in the market but will together help
them to continually succeed in today's competitive business environment with a long term
perspective of operating their work.
2.6 Advertisement activities by alcoholic beverage industries of UK
Alcoholic substances are often symbolised as a reluctant product where it is frequently
consumed by some immature bodies at a younger age that results in destructing their active state
of mind by together making an atrocious impact upon their lives as stated by Neelakantan and et.
al. (2013). As a result to which, people mostly tend to neglect its effectual clauses where it also
consists of some leading medicinal properties that aids in healing tremendous diseases as well.
Percy and Rosenbaum-Elliott (2016) have hereby presented a remarkable point of view to
postulate the advertisement strategies of alcoholic beverage sectors of UK. As per the preceding
statement, it has thence become the toughest task for such industries to reliably market their
products in the market with an open context of advertising it among the public bodies.
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This is mainly with a relative consent of the users to openly promote the products in the
consumer market with some speculative means of broadcasting channels. These mass medium
channels can help in spreading the brand name of the firm. These can promote the product in
practical manner so that people make their mind positive for the product. Ross, Ostroff, and
Jernigan (2014) have hereby configured another affiliated mean of total marketing as some
premise tools of the growing alcohol market. With relation to which, such modern context of
alcohol market have represented two central means advertisement and promotion as the affiliated
tools of marketing in today's contemporary era. This is mainly with reference to the two
outsourced foundations of marketing by either opting for a tactical or another measure of
strategic marketing tool. By promoting the brand in modern and developed area helps in making
people understand about the benefits of using this product easily. These urban people knows
strong points of the company and they generally purchase products by identifying their
ingredients and brand. So organizing advertisement activities in developed areas help in getting
touch with potential buyers. This can aid in enhancing the sales of the company.
However, as per a compelling argument of Santos (2013), a strategic application of
marketing is always relevant for the contemporary figure of today's business with a tremendous
rise in competitive approaches that are usually made by most of the establishments. Zhang
(2016) have thus delineated some opted measures of advertisement by the alcoholic beverage
industries of UK where they are rigorously following the latest means of total marketing. Such
chosen method has reflected a leading consideration of the ventures to enhance their brand image
in an efficient way with a related concept of market segmentation. With a similar reference to it,
Bakan (2016) have hereby defined a systematic format of aligning the marketing activities of the
alcohol industries in UK. Market segmentation is the good strategy and activity to reach till the
right prospects, company can increase its sales by making aware to potential consumers about
the brand. Systematic formate of marketing assists in making people optimistic towards the
products and make them loyal towards the organization.
It is where they are primarily tended to segregate their market into a dimensional format
for clearly address their needs and demands. This opted measure further assists them in
developing their product in a requisite mode to meet out the depicted preferences of the users. It
consequently aids the corporations to save their functional costs with less or almost no wastage
of resources. Santos (2013) has given another coherent significance of segmenting the market in
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parts. It is where this particular practice will definitely result in providing another assistive sense
of discovering some advanced measures to innovatively meet out the proposed needs and
demands of the consumers.
According to the view of Bakan (2016) it is stated that Online medium is the great activity
of advertisement, this assists in connecting with mass audience in limited time period. UK people
are used to of using internet and other online mediums. By spreading the news in such social
sites, organization can increase its sales and it can be the effective activity to market its products.
2.7 Interpretation of factual relationship among advertisement strategies that are being practised
by the UK alcoholic beverage sector in order to achieve competitive advantage
According to the conferred statement of Grant (2016), it has been assumed that a
meticulous attainment of competitive advantage is a foremost necessity for almost all
organisations where the alcoholic beverage industries are hereby positioned at a topmost list of
priority. It is mainly due to their critical nature of commodities that are always dealing with a
dubious state of acceptance by most of the people in UK. With a similar context to it, these
companies therefore requires some active positioning of themselves in the market that together
represents a considerable format of working by them. This will ultimately tend to attract more
number of customers towards by them with a simultaneous accomplishment of competitive
benefit. As per the stated clause of Shapiro and Varian (2013), competitive advantage does have
a direct relationship with the advertisement strategies that are generally brought practised by the
firms. This is where the advertisement strategies hereby tend to reflect a major association with
the marketing procedurals that in turn is expressed to be a direct impression of competitive
benefit.
Good advertisement strategies make people aware about the product and its benefits,
apart from this it assists in reaching till the potential customers. By this way sales of the
company get increased which help it in gaining competitive advantage. It is the most common
way to gain attention of mass audience and encourage them to make up their mind for
purchasing. Some consumers compare the product by looking at its advertisement, it helps
organization to gain their attention. Online strategy of advertisement assists in communicating
with mass public so that people can coordinate in two way process and can resolve their isues.
By this way enterprise ill be able to gain competitive advantage.
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Some relevant strategies that are usually being applied by most of the beverage
companies in UK in pursuit of accomplishing competitive advantage initiates with a foremost
step of acknowledging the needs and demands of the customers in an improved way. In
accordant to the argued statement of Barney (2012), this is a primary step of heading a step
ahead than the rivals where the solicitous entity will know its customer in a better way than its
active number of contenders in the marketplace. Such contending prospect of work will
automatically tend to route them to a long term planning of success where they will
automatically consider profit as a secondary mean of success. If company knows the needs and
demands of service users and it can be able to formulate strategies according to their desires.
This can be beneficial in gaining the attention of mass audience. It is the fact that supply can get
increase if firm is meeting with the demand of potential buyers. Demand and supply are inter-
related portions, by meeting with the requirements of end users enterprise can increase its sales
and profitability. Thus, it can gain competitive advantage to great extent.
Harrison and John (2013) with a distinct set of view have hereby remarked another major
consideration in which, competitive advantage is an interrelated concept of profits where a fine
application of competitive strategies automatically tends to provide an affluent status to the
establishments with enhanced shares and revenues in the market. However, he has also stated yet
another leading cogitation of the concerned ventures where they are also required to attempt a
prime step of acknowledging their existent market position. It is basically in terms of
acknowledging the on-going competitive scenario in their marketplace as a mean of attaining a
long term opportunity for earning profits.
15

CHAPTER- 3
RESEARCH METHODOLOGY
3.1 Introduction
It is referred to be the foremost chapter of dissertation in which this particular section
outline the methods that are required to be used by the investigator for smoothly conducting the
research. It is further divided into subsequent sections that will depict the nature and concept of
this entire research work. This will hereby demonstrate the overall procedure of carrying out the
research in a systematic manner by together articulating the applied tactic of the researcher
(Ostrowski, Helfert and Gama, 2014). This will eventually aid the surveyor to accomplish the
framed goals and objectives of the research in a consistent format. Thus, in context to the recent
survey, the entire investigation is based on secondary research method with some applied tools
as depicted in the below sub divided sections of this chapter. It is with a major aim of
discovering the effective strategies of advertisement that are usually being applied by the
cooperation's who are operating in the industry of alcoholic beverage sector in order to attain
competitive benefit from their active number of challengers in an analogous marketplace.
3.2 Research philosophy
This is the foremost part of this section that will tend to determine a philosophic approach
that has been utilised by the investigator while carrying out the study. It however depends upon
the surveyor to take a valid consideration as per their active set of thoughts and belief. With a
similar reference to it, there exists two leading alternatives of positivism and interpritivism
approach in which positivism is mainly used to test a hypothetical reference of the study
(Simmons and Watson, 2015). In the positivism research philosophy, a highly structured method
has developed to determine the solutions of the research problems. In the following framework,
objectives of the investigation have analysed with the aim of gathering the data and generate the
appropriate outcome to achieve aim and objectives.
However, interpritivism with a distinguished perception tends to make some justified
statement in order to define the afflicted clauses of the subject matter. Positivism is thus
considered as a mere referral of bridging explanation in regard to depict the current scenario of
advertisement strategies in order to achieve a contending benefit from the active number of
rivalries. However, the selected tact of the investigator in the present research work have
16

delineated an interpritivism approach. According to which, this will hereby tend to create some
liable statements of justification to ascertain some impelling measures for attaining contending
advantage from the challengers.
3.3 Research approach
This section is composed of two major approaches of inductive and deductive study of
the content. An inductive survey is mainly opted for carrying a study that initiates with a specific
formulation and is ultimately directing towards a general context (Rossi, Wright and Anderson,
2013). It has adopted to develop the new theories from the given information. For gathering the
data, qualitative research technique has used so that a valid conclusion can be drawn. However,
with a distinct conception of another option, deductive approach is used for moving towards a
specific context that primarily begins with general conceptualisation. It has basically based on
quantitative research and the hypothesis has developed for conducting the research. Investigator
in the present research work has thence opted for an inductive approach that will tend to move
from a specific to general context of the study. With help of it, the researcher will hereby refer to
make liable findings of the chosen subject matter that can be later applied to all beverage
industries of UK. A prior selection of research approach is assistive for the investigator for not
deviating from the framed aims and targets of the study.
3.4 Research design
This section is also reflected to be the blue print of the survey that fundamentally enables
the researcher to choose some reliable methods for further chores of collecting, analysing and
measuring the data. There are three types of research purpose: explanatory, analytical and
exploratory. There exists three leading options for selecting the design of the research work
(Nayar, 2012). Descriptive is the foremost alternative that tends to make an in-depth analysis of
the subject matter where it is mainly used for general research contents. Exploratory is yet
another choice of conducting the investigation with new exploration of views and ideas. It is
however used for specific topics that depict a unique nature of themselves. Explanatory design is
an ultimate format of the research work that tends to outline instructive and informative
statements to merely explain the subject matter. With the aim of this, the researcher has
determined the areas in which the investigation has carried out and determines the solution for it.
17

3.5 Research technique
Research technique can be considered as a logical framework that use for obtaining
information for the particular research issue. This sub division is referred to be a substantial part
of this section that is classified into two leading parts of qualitative and quantitative techniques.
A qualitative study hereby tends to make an in depth analysis of the topics that are remarkably
descriptive in nature. The methods used for conducting the following kind of research are
interviews, observations, group discussion etc. The sample size in qualitative study has become
small and format of data structure has unstructured or semi-structured. However, a quantitative
study uses certain mathematical and statistical tools to carry out a systematic research (Jensen,
2013). This is used for obtaining the numerical data so that it can be transform into statistics to
draw a valid conclusion. It contains the structured format of data collection and the techniques
used for gathering the valuable information are paper survey, face to face interviews, online polls
and survey, telephonic interviews etc. The sample size use in quantitative research technique has
large respondents. A prime selection of a technique can also be determined by the method of data
concentration and the type of research work. Therefore, with reference to which, the present
investigation is entirely based upon a secondary context of study that will be resultantly backed
up by a qualitative technique. With the help of this, it has become easy to get the expected results
against the set objectives and research questions.
3.6 Data collection
There are two kinds of data collection method: primary and secondary one. Primary
research conducts by the researcher itself with the aim of obtain the new and fresh results for the
study (Taylor, Bogdan and DeVault, 2015). The main sources of primary data collection are
interviews, direct observation, surveys, focusing groups etc. On the other hand, secondary source
of information are those resources which have been already done by the other researchers in the
past. These are used by someone else as a reference to overcome the limitations of primary data
collection. It is less expensive as compare to primary data collection method. The sources of
secondary data collection are books, journals, company documents, articles, previous research
papers etc.
The present investigation have thus opted for a secondary data collection method in
which the researcher will hereby compile the information from some attested resources such as
books, journals and online publications, etc. This secondary interrogation has later assisted the
18

researcher to investigate with yet another requisite measure of primary data collection as a mean
of directly surveying the targeted participants of the study.
3.7 Sampling technique
Sampling is a method in which a researcher selects units from the selected population so
that analysis of the study can be made easy and valid. Probabilistic and non-probabilistic are the
two methods of sampling. In probabilistic sampling technique, the equal chances have given to
selected universe who have been considered for the research by the researcher. The random
selection process has carried out for selecting the sample size of investigation. On the other hand,
in non-probabilist sampling, the selection of the sample size the varied with time due to some
circumstances. This portion is yet another important tact of the overall research work into which
the investigator will hereby choose some a peculiar technique of sampling the collected set of
data in a precise format. There exist two main proficiencies of assembling the information either
via probability sampling or non-probability technique of sampling (Fowler Jr, 2013). It together
depends on the adopted measure of data collection where the present research will be backed up
by a non-probability technique of sampling. This is mainly due to its secondary method of data
collection that will include a purposive sampling method. The chief reason behind not selecting
another alternative of probability sampling technique is due to its randomised nature of
respondents that will activate a complex study at a broader level. The reason of selecting this
sampling technique is to provide the equal opportunities to the respondents to being a part of the
research. However, by selecting the purposive method of sampling, the researcher has hereby
selected 5 marketing managers of Wolf Blass who is actively associated with the retail
organisations of UK.
3.8 Data analysis
This section is also an interdependent approach that is largely based on the above chosen
tact of research technique. This is mainly to assess the collected set of information in an
organised manner with two provident measures of qualitative and quantitative methods of
analysing the data (Ramsey and Schafer, 2012). The current research work as per its secondary
nature of data collection with a qualitative research technique will be hereby backed up by a
qualitative data investigation. This will involve distinct formation of themes to evaluate the
amassed data in a definable manner.
19

3.9 Validity and reliability
These two are the other two main considerations of the investigator while carrying out the
research work. Validity is hereby referred to be a foremost factor in which the surveyor is hereby
required to consider a prompt usage of applicable tools of research for conducting the study in a
directional manner. This will lastly help in a refined achievement of goals and objectives that has
been framed by the investigator prior to the study (Burns, 2008). Reliability also plays an
equivalent substantial role in defining the entire study that has been conducted by the researcher
with some relevant source of information. It basically tends to address a dependable percept of
the study to showcase the relevancy of applied tools and methodologies of the research. With
context to which, the investigator is hereby required to refer authentic sources of secondary data
for its appropriate depiction in the synchronised survey.
3.10 Ethical consideration
It is yet another major concern of the investigator while carrying out the study in which
the researcher if hereby required to adopt a considerable way of conducting the survey. It herby
depicts a moralised approach of the surveyor with a foremost requirement of using genuine
sources to cite the written content of the study (Miller and et.al., 2012). In this case, the
investigator in the present research work has made genuine citation of the subject matter,
especially to critique the conferred arguments of the authors. Another leading consideration
relating to ethics is in terms of rephrasing the content obtained from secondary data collection. In
context to which, the researcher in the recent study have represented a moralised approach of
carrying out the research work with proper citations at the applicable areas.
3.11 Research limitation
An impeccable orientation of research work is referred to be yet another major
consideration of the investigator where it is evident to be a bit challenging task for the surveyor.
It is mainly due to its certain suppressing factors that initially begin with ample amount of time
to conduct a prolonged study. Another relative drawback is depleted secondary content that is
proven to be another confined element for the investigator (Badke, 2012.). Cost is also an
associated factor of impediment where a non-compatible investment of funds tends to destruct
the entire study of the surveyor. Investigator in the present research work has thus undertaken a
balanced outlook to carry out the study with adequate amount of time and money for conducting
20

it in a requisite format. Beside this, another associated problem of deficient secondary data has
also been sought out by the researcher with impelling analytical skills.
21

CHAPTER- 4
DATA ANALYSIS AND FINDINGS
4.1 Introduction
It is yet another most important chapter of the thesis in which the investigator will hereby
tend to analyse the collected set of information. It is considered to be a vital procedural that tends
to create coherent and statistical application of the above applied techniques with an aim of
conducting the evaluation part of the entire study. This chapter have also tended to assess the
gathered information in a reasonable manner to generate liable amount of data from it. The
current dissertation is based upon a respectable finding of such advertisement strategies that
significantly help in a fine acquisition of competitive advantage. It is supported by a case study
on the alcoholic beverage industries in order to depict their applied advertisement strategies for
gaining competitive advantage in their respective marketplaces. It is hereby done with valid
formation of themes in accordance to the collected set of data from the secondary sources which
has further aided in gaining insight information of the facts in relation for the phenomenon of the
survey.
However, there together involved yet another method of analysis that has been done by
referring to the primary evaluation of data by collecting a liable set of information from 5 top
administrative bodies of a renowned alcoholic brand named Wolf Blass. Wherein, this part has
represented to be yet another most crucial section in this entire research work where it has clearly
depicted its obtained facts and findings directly gathered from the targeted set of responders. It is
however on the basis of a framed set of questionnaire prepared by the investigator as a mean of
acknowledging the adopted means of marketing to measure their effective nature. Herein, 5
marketing managers of Wolf Blass have been interrogated by the surveyor with certain impelling
queries to identify the effectiveness of their adopted marketing strategies. This in turn is evident
to support in discovering some more effectual tactics of marketing as a mean of fetching the
interest of large number of consumers. It is along with a major consideration of benefiting the
contending status of Wolf Blass in comparison to its leading number of competitors in the
market.
22

4.2 Thematic analysis on the basis of secondary data collection
Theme 1: Advertisement strategies have a close relationship with the buying assumption of
users.
23

Findings and Analysis: It is on assessing the entire research work that has depicted a potent role
of advertisement strategies in enhancing the static functioning of businesses. Advertisement
strategies are therefore evident to play a leading role in generating a liable interest in the users. It
can also be stated on depicting the above statistical data that both advertising policies goes hand
in hand with the enumerated consumption of alcohol. It thus proves an active work association of
promotional strategies that in turn has a strong back up of advertisement. The above accumulated
data have declared a rising ratio of advertisement from the year 1992 to 2000 with a huge
difference in the rate of advertisement and alcohol intake. It is where both these measures have
made a simultaneous enhancement by positioning themselves almost at an analogous level. It
hence proves the discovered fact of advertisement strategies where they largely help in amending
an inactive positioning of business with its major affluent dimensions. It is in association to
another depicted fact of expenditure where the carried advertisement expenses will tend to render
a factual repayment to the organisation with no certainty of any losses.
Theme 2: A large number of users are rightly motivated with considerable advertisement
strategies by the alcoholic beverage industries of UK.
Findings and Analysis: It is in lieu of the above carried investigation with a clear depiction of
consumers who have mostly embraced a positive impact of such advertisements on them. It is
basically on considering the pessimistic state of alcoholic beverages where many people have
stated it to be a non significant substance that causes harm to the consumers. However, the
determined fact have hereby subjected some another subsidiary existence of alcoholic beverages.
It is mainly with reference to a major number of optimistically motivated drinkers with large
number of ratio that has covered around 56% individuals of UK. In addition to this, there exists
21% drinkers who consumes alcohol in social gatherings, etc. Along with it, there together exists
24

a minimal ratio of problematic drinkers who consumes alcohol in a terrible manner. This further
leads to create some major health related diseases in them by showcasing the negative impacts of
alcohol.
Theme 3: Most of the people are agreed to the advertisement claims that are generally made by
the organisations in context to the industry of UK alcoholic beverage sector.
Findings and Analysis: It is basically in order to scrutinize the level of effectiveness in the
adopted strategies of advertisement by the alcoholic beverage industries of UK as a way of
impacting upon the carried belief of the users. In context to which, they were hereby probed to
state about their attained trustworthiness from the claims made by the alcoholic organisations at
the time of promoting their offered commodities. In relation to which, it has been found that a
large number of ratio with around 65% of the users have stated that they are often agreed to
believe upon the aired broadcast of the proposed products and services by the alcoholic beverage
industries. It is however with yet another considerable ratio of 18% such users who have
depicted an assured context of believing upon the advertised programs that usually includes
defining the positioning of their products.
25

This for instance to state about the advertised clauses of a profound alcoholic beverage
company named Wolf Blass that is despite of being an Australian brand has a huge demand in
UK. It is however with a prompt role of some famed retail organisations of UK like ASDA who
directly tends to supply the products and services of Wolf Blass. The above acquired data has
together represented yet another set of 1% individuals who assuringly believes in the advertised
clauses of the companies with yet another intercession of 13% population who entirely denied to
believe upon it. Thereby, on amalgamating the overall context of this particular interrogation, it
is clear that a large set of population is seemed to believe upon the proposed advertisements of
products and services. With reference to which, it is hereby important for the Wolf Blass
company to broadcast genuine advertisements for the audience with no reflection of any sort of
fake deception in it.
Theme 4: A majority of people are in huge support of advertisement strategies that are visually
appealing to them.
26

Findings and Analysis: This is basically in accordance to know whether it is important for the
organisations to attract the audience with a visually appealing advertisements. In context to
which, it has been reported by a large number of participant respondents that they are duly
agreed by this clause in which the advertisements must depict an appealing nature. This will in
turn insist them to buy that particular product or service with yet another set of 10% such
audiences who merely refers to a catchy advertisement for purchasing the offered commodities.
Wherein, there together exists a minimal ratio of 2% responders who have stated that they are
entirely disagreed to this clause and a visually attractive advertisement is never evident to impact
their buying decisions. However, a large ration of supporting individuals have clearly stated that
it is yet another requisite clause that necessitates the affiliated firm to create visually attractive
advertisements with a strategic context of fetching a liable interest of more number of customers.
This will in turn refer to enhance their existent profitability index with a substantial rise in their
sales.
27

It is also proven to assist them in attaining a significant benefit in the market in terms of
competition where a majority of organisations like Wolf Blass are apparent to deal with the
rising trend of globalisation that is subsequently increasing the contending state of their market.
Such postulation will be also proven to be an effective advertisement strategy that will in turn
benefit in a prime achievement of competitive advantage in the market. It is therefore on
referring to the exemplified statements of distinct authors in the preceding chapter of literature
review where a creative advertisement that will depict a visually attractive nature requires the
entities like Wolf Blass to keenly concentrate upon their ad content, visuals and context.
Wherein, there as content will hereby focus upon the three main elements of images, word and
logo of their companies with yet another needful measure of visuals that be based upon the
chosen fonts and colours. It is along with yet another foremost constituent of ad context that will
be depending upon the framing, variations and medium used to portray the advertisements. It
should basically focus upon conversioning to the targeted set of audiences with a prime
assistance of demographic segmentation for it.
Theme 5: There exists another major segment of consumers who also tends to have an
equivalent trust upon the advertisement strategies that reflects word of mouth (WOM) strategy
of promoting goods and services.
28

Findings and Analysis: It is on interpreting the above acquired data that has been interrogated as
a mean of acknowledging the most preferred way of advertising the offered products and
services. This is also in accordance to depict as a pivotal way of attracting large number of
customers towards the enterprises with three provisional alternatives named word of mouth
(WOM), online and newspapers advertisements. In context to which, it has been found that a
large number of audiences are duly in support of WOM advertisements made by the alcoholic
beverage industries of UK with an enumerated ration of 36% of participants. However, the other
two choices have obtained a parallel acceptance of 22% in agreement of newspaper
advertisements and 26% in accordance to online ad posts. It is thus on relating to the gathered
information from the preceding chapter of literature review that has clearly depicted the WOM
advertisement strategy to be the most affordable tactic that naturally happen at times. Into which,
the company is hereby required to ask their customers to share any of their exceptional
29

experiences that has been attained by them. It is however with yet another fundamental concern
of consistently provisioning a quality service to the consumers.
This is instance to provide free services to them like a free delivery of products with no
additive charges on it or to provide a free sample for consumption and later determining whether
to purchase it or not. Whereas, online advertising has depicted yet another providential tact as a
mean of fetching the interest of a large number of consumers. It is where the companies can
hereby refer to opt for some different tact of website designing as a way of attracting more
number of customers to envision their provided information about their proposed commodities in
it. In addition to which, newspaper advertisements are also depicted to be yet another prudent
medium of advertisements on whose implication, a large set of audiences can be targeted. It is
however with a prime association of old aged customers where they are more like to refer such
print media advertisements. Whereas, the above referred media of online advertisements has
showcased a contemporary medium that will greatly support in targeting the young set of
consumers. It is basically due to a contemporary inclusion of online media that is mostly
preferred by the youths.
Theme 6: Advertisement strategies are likely to enhance the market shares of alcoholic
beverage industries in UK with its rising production in the growing years.
30

Findings and Analysis: It is basically on interpreting the above acquired data with a clear
representation of the enhanced market shares of alcoholic beverage industries of UK which is
due to the most evident consideration of its increased production. This has clearly represented
the data of 4 famous alcoholic beverages that are mostly preferred by the customers at a greater
extent. A rising demand of these products are in turn augmenting the production of these
commodities by increasing the market shares and revenues of this particular sector. It has
although depicted the data of 39 consecutive years with a leading rise in the mid term of 1982
with a highest ratio.
This later decreased at a slighter rate and continued with an analogous equilibrium. A
continual rise is however evident in accordance to the above interpreted statistics where it never
lowered for a single occurrence. This subsequently proves that the demand rate is directly
associated with the considerate clause of production where a higher demand of goods in turn
necessitates the organisation to produce more number of commodities. It is however with a
fundamental clause of fulfilling the uprising demand of the consumers that will in turn benefit
the ventures in meeting higher level of sale by gaining more number of income.
Theme 7: It is evident that with a rising trend of advertisement strategies that are substantially
augmenting the product of alcohols have also led to increase its consumption rate in UK
individuals.
31

Findings and Analysis: It is basically on analysing the above obtained data that has clearly
depicted the annual consumption of alcohol on the basis of each UK resident with a transcribed
statistics of 110 years. In context to which, this rate is continually envisioned to be at a rising
ratio that is a significant advantage for the companies associated with this sector of alcoholic
beverages. It is therefore important for them to operate with a convergent approach of targeting
this large set of market with distinct yet effective ways of marketing and advertising their goods
and services. This will in turn not only helps them in attaining higher monetary benefits in terms
of increasing the profitability state but will together help them to achieve a contending benefit in
the market.
It is together in accordance to the generated information in the preceding section of
literature review that has clearly depicted an imperative role of varied governmental institutes in
aligning the operational context of their alcoholic beverage industries. They are hereby
intervened with a major consent of supplying genuine products to their consumers with no
harmful substances in it. For which, a pertinent limit has together been set for each of its
consumers where it has together been related to the adopted strategies of advertisement by the
32

companies as a way of attracting large number of customers towards it. This in turn has proven
to a substantial cause behind such rising trend of alcohol consumption.
Theme 8: An emerging production of alcohol along with a rising ratio of consumption has
also made a significant enhancement in their price.
Findings and Analysis: It is basically in accordance to the above interpreted data that has clearly
indicated a rising rate of alcoholic beverages that is mainly due to its exaggerating consumption.
This has however represented to be an assistive mean for the organisations where will be largely
benefited by such rising prices where people are still referring to purchase the these commodities
at a higher rate. This in turn is evident to enhance their profitability ratio with an increased shares
and revenues in the market. This transcribed record has depicted the statistics of 23 years with a
continual rise in the price range of these products that is proven to augment the considerate
objective of the business establishments like Wolf Blass in terms of profit.
33

4.3 Findings and interpretations on the basis of primary data collection
Theme 1- It is in evident by the support of more number of responders who are approved to
refer the buying factors of their customers while framing the strategies of marketing.
Are the purchasing factors being considered by you at the time of
planning strategies for marketing? Frequency Percentage
Yes 3 60
No 2 40
Interpretation- It is on interpreting the above obtained statistics in order to know where the
marketing professionals of Wolf Blass are apparent to refer the purchase behaviour of their
clients and users. It is with a due acceptance of 3 such respondents out of 5 who are largely in
support of referring to such influential traits while formulating their strategies of marketing.
However, another set of 2 such responders are apparent to not refer the buying behaviour of their
customers while framing the strategies of marketing. It is therefore on referring to the acquired
34
Yes No
0
10
20
30
40
50
60
Are the purchasing factors are being considered by you
at the time of planning strategies for marketing?
Percentage

facts and findings of literature review that has represented the secondary sources of data
collection.
Into which, referring to the buying behaviour of the clients and users duly supports the
marketing personnels to take considerable decisions to promote their offered goods and services.
It is therefore recommendable to those marketeers of Wolf Blass who do not tend to refer the
purchase behaviour of their respective buyers that referring to such clauses will be highly
beneficial for them as a mean of formulating certain considerable strategies of marketing. This is
for instance to know that what is the most influential mean that largely impacts upon their
undertaken decisions of purchasing taken up by the consumers at the time of buying goods.
Theme 2- There existed two equivalent considerations of a majority of respondents where they
have equally supported the low cost selling of commodities and more promotional offers as a
way of producing the most considerable outcome of marketing.
As per your view, what marketing tactics are evident to
produce best outcomes? Frequency Percentage
Lead conversions 1 20
Selling at lowest cost 2 40
Promotional offers 2 40
35

Interpretation- It is on interpreting the above obtained data in which the researcher has
interrogated about the most preferential tact of marketing that is proven to give best outcomes in
the form of profits. In context to which, it has been found that two of the proposed alternatives
namely selling at lowest cost and promotional offers are referred to give equivalent results where
they are apparently giving them a considerable resultant with more financial gain. With reference
to which, 2 out of 5 are in support of the former option of selling at lowest price with another set
of 2 who are in support of provisioning varied promotional offers. It is basically as a way of
fetching a liable interest of more number of customers where lead conversion is also agreed to be
a marketing tact that provides best outcomes as per the view of 1 respondent.
It is however on referring to the above acquired findings of literature review where on
proposing the strategy of low cost selling, the company is evident to face significant issues in
managing their financial expenses that is being made to create profound products for the
consumers. Wherein, pricing is referred to be a major concern of almost all organisations where
taking prompt economic decisions is required to balance the undertaken cost of manufacturing
and acquisition of profits. It is therefore interpreted that the promotional offers are the most
reliable measures undertaken by the ventures as a mean of attracting large number of consumers.
36
Selling at lowest cost
0 5 10 15 20 25 30 35 40
As per your view, what marketing tactics are evident
to produce best outcomes?
Percentage

Theme 3- 40% of the total marketing budget has been approved by a large number of
responders that is being expended in their advertising procedures.
How much is being expended in the process of advertisements? Frequency Percentage
20% of your overall marketing budget 1 20
40% of your overall marketing budget 3 60
A fixed ratio of $2,000 0 0
Not fixed and spend as per the requirements 1 20
Interpretation- This is on interpreting the above obtained data in which the respondents where
hereby interrogated to acknowledge the overall budget of marketing via advertising their offered
goods and services to the users. With reference to which, it has been found that a large number of
respondents are in support of using 40% of their overall budget of marketing in advertising their
commodities with an enumerated ratio of 3 responders in it. It is along with yet another
configured ratio of 1 such responder who is in support to implicate the measure of 20% of the
overall marketing budget in advertising products with another responder in approval of spending
37
How much is being expended in the process of
advertisements?
20% of your overall marketing
budget
40% of your overall marketing
budget
A fixed ratio of $2,000
Not fixed and spend as per the
requirements

as much as required in their concerned procedurals of advertisement. It is therefore on referring
to the data collected from the secondary sources of research where the companies are required to
make a requisite investment to carry out their advertisement procedures. However, they can
together refer to fix a considerable budget for the same based upon the overall financial
projection of their marketing activities.
38

CHAPTER- 5
CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
It is the endmost unit of this dissertation that will clearly indicate the achievement of the
surveyor in succeeding towards the set goals and objectives of the study. Apart from which, it
has together defined the acquired facts and findings of the overall research work in terms of
summarising it to a legible context. Wherein, the current investigation was carried to identify
such effective traits of advertisement strategies that are being adopted by the alcoholic beverage
industries of UK in terms of benefiting them in a contending manner. It was thus conducted with
a special reference to a well known alcoholic venture named Wolf Blass by carrying out both
secondary and primary analysis for the same. This in turn has concluded some conceptual
measures of the chosen organisation by together generating some liable recommendations in the
later section of this chapter.
5.2 Conclusion
The above carried investigation has reflected that in UK market, alcohol consumption is
quite high and due to this reason the entire sector requires introduction of various marketing
strategies so that adequate amount of information can be shared with the target market. Absence
of proper communication between customers and employees directly acts as hurdle where it
becomes difficult to share adequate amount of data with the target market. Apart from this, the
market size of alcoholic sector of UK is wide and businesses operating in this sector are indulged
into practices of delivering large number of products to the target market. Therefore, presence of
marketing strategies is must for obtaining long term benefits. In short, businesses can easily
highlight their product range in front of target market and their expectations can be met easily.
Further, it is well known fact that advertising is regarded as one of the best way to strengthen
business relationship with those of target market and keep customers up to date regarding the
products offered to them. In short, the overall benefits of marketing strategies can be seen in the
form of high profitability level and market share.
Development of marketing strategies in proper manner is must especially for the business
operating on large basis and this has become one of the main reason behind success of
companies in the market. The main motive behind advertisement strategies to build trust and
39

confidence among customers so that they can be easily attracted towards the product range and
in turn customer base of the enterprise is enhanced in proper manner. Absence of advertisement
strategies in the alcoholic beverage sector can have adverse impact such as decline in market
performance of the enterprise etc. Therefore, development of effective advertising strategy is
must in every sector for its overall growth. It is based upon the configured objectives of the
study where it was mainly conducted to envision the effectiveness of the advertisement strategies
that are being adopted by the alcoholic beverage companies. Herein, their practised schemes
should in turn support them to acquire a contending advantage in the marketplace.
It is on referring to the accumulated data from the secondary set of resources where
advertisements are factually envisioned to be the most common method that is being used by a
large number of entities with a special existence of beverage industries like Wolf Blass.
Advertisement not only represents the most simplest form of marketing but together represents to
be an inexpensive measure as compared to the other conventional procedures. It is where public
relations is also referred to be another significant measure of advertising that needs the
organisation to publicly represents themselves by arranging seminars and conferences, etc. This
method is however referred to be a quite expensive process where it together assists them to
create a trustworthy sense in their customers. Apart from this, other referred measure of direct
marketing is also depicted to be a supportive mean for advertising the products by closely
associating with the targeted set of customers. It however displays a disfavoured context in
which only a small set of consumers are being targeted by the firms.
In accordance to which, below are the implicated objectives whose attainment has been
analysed over here-
A foremost objective of this thesis was to underlay the concept of advertisement
strategies for interpreting its potency in business activities. This objective has been achieved
where these strategies of advertisement are an elementary way of positioning the goods and
services in the market. It is a pivotal way of differentiating one's own commodities with that to
the offered products of the competitors in the market. Wherein, advertisement strategy is just a
specialized way of specifying this term of marketing. It is hereby referred to be a blueprint of
selling that is used to sale the offered products and services to the consumers by acknowledging
them about it. The elementary concept of advertisement is based upon four common principles
with a foremost concern about referring to the quality of the products by together acknowledging
40

the present state of the market. Wherein, a strategic approach towards advertising should also
reflect some coherent goals and methodologies.
Another objective of this thesis based to ascertain the adopted advertisement activities
undertaken by the alcoholic beverage industries of UK. This objective has together been
accomplished by the investigator over here by envisioning a prime role of thematic campaigning
along with some common measures of television advertisements. Into which, they are hereby
foreseen to have a close alliance with the sports industries where the sportspersons or celebrities
are mostly to advertise their offers. This in turn attracts a large number of consumers where they
are often inspired by the portrayed activities of the celebrities. It together impact upon the trust
level of the audiences by vitally influencing their purchase decisions. As a result to which, the
customers being inspired from a sportsperson is evident to purchase the product advertised by
them that subsequently meets the sales agenda of the organisations like Wolf Blass.
The last objective of this dissertation was to understand a realistic relationship among the
advertisement strategies that are being adopted by the UK alcoholic beverage sectors to that to a
prime attainment of competitive benefit. This objective has together been attained by the
researcher over here with some proven facts in whose accordance, a strategic context of
marketing with the help of advertisement is a definite way of achieving competitive benefit.
Wherein, advertising is the most common way of promoting the proposed commodities that is
being practised by almost all sort of organisations, irrespective of their nature of services. It is
therefore referred to be a realistic fact in which implicating a distinct way of advertising goods as
compared to the rivals is proven to give a contending advantage to the organisations.
5.3 Recommendations
This section has referred to be yet another prudent part of this chapter that is based upon
the above concluded objectives of the recent study. Where it was carried to acknowledge such
effective traits of advertisements that in turn help the organisations to attain a contending benefit
in the market. It was hereby with a special context to the alcoholic beverage industry of UK with
a chosen brand named as Wolf Blass. Below are some recommendatory clauses that are
distinctly configured for them-
 A leveraged time for researching the market and make accordant plans to meet out the
factual needs and demands of their consumers is a foremost suggestion that will also
give a long term prospective to the firms like Wolf Blass. It is basically with reference to
41

attract a large number of young and middle aged customers who are often reflected to be
the leading users of alcoholic products. Wherein, the carried study has clearly interpreted
a foremost finding in which there were a large number of middle aged responders in the
age range of 26 to 35 years. These set of people are much likely to the contemporary
ways of advertising and promotion where it necessitates the organisations to conduct a
primary analysis of their convergent marketplace as a way of addressing the factual
preferences of such type of customers.
 It is together recommended to the upper managerial bodies of Wolf Blass to operate into
a separate department of marketing as a way of creating some intact strategies of
attracting a large set of consumers. This will in turn support them to carry a more
vigilant outlook towards serving the potent set of clients and users where the appointed
marketing personnels of Wolf Blass will be aware of their factual preferences. It is with
a greater stress on being enough vigilant about such customers who are evident to
enhance the overall profit of the organisation. It is with a prime association of such
vigilant approach where the marketeers can hereby refer to implicate some considerable
policies in promoting their products by especially targeting the potential ones. This will
in turn give them significant benefits with a growing status of profitability.
 Another advice to Wolf Blass is to make a primary understanding to the preferred needs
and demands of their customers rather than trying to interpret the rivals in the market.
Wherein, a prime interpretation of customer's needs is a continual procedure that will
serve in the overall contemplation of the entity as a foremost part of their intrinsic
culture. This will necessitate them to conduct a quality research of their market by fully
understanding the preferred needs and demands of the targeted customers that will
automatically provide a contending benefit to them.
 It is basically on referring to yet another recommendatory clause for Wolf Blass where
they are hereby suggested to opt for a strategic way of advertising by referring to some
professional companies it. In context to which, it has been found that professional
advertising companies along with some other specialised agencies of marketing are
apparent to have a more professed outlook. It is basically in comparison to yet another
alternate approach of hiring own marketeers with a mere acceptance of a single
respondent. It is basically on referring to the acquired set of data from secondary
42

resources of data collection where it has been found that all these alternatives plays an
equal role in designing affluent strategies of marketing. It is where Wolf Blass can
together refer to train their own set of marketing individuals to get up to the mark and
design proficient tactics where this will together represent to be an affordable measure
for them. It is however with a primary investment of training the marketeers to attain the
professionalised skills of designing the marketing strategies.
 Another potent advice for Wolf Blass is to focus upon such strategies of advertisement
that in turn attracts their targeted set of customers. It is on the basis of the above carried
analysis that has clearly depicted a large number of young men and women to be the
targeted consumers of alcoholic beverage industries. It is with a fundamental reference to
the above obtained facts and findings gathered from the preceding unit of literature
review in which, targeting the young set of consumers is referred to be the most liable
clause. In context to which, they can hereby implicate some latest measures of social
media tools of marketing to advertise their commodities. This is evident to benefit the
organisation to a greater extent by together providing them higher sale of commodities
that in turn enhances their market shares and revenues as well with an increased scale of
profitability. Wherein, another consideration of targeting the wealthy set of customers is
also a considerable approach where the marketing personnels of Wolf Blass venture can
hereby refer to sell their products by adopting a cost effective strategy of premium
pricing.
43

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APPENDIX
QUESTIONNARIE
Name-
Gender-
 Age-
◦ 20 to 25 years
◦ 26 to 30 years
◦ 31 to 35 years
◦ Above 35 years
 Are the purchasing factors being considered by you at the time of planning
strategies for marketing?
◦ Yes
◦ No
 As per your view, what marketing tactics are evident to produce best outcomes?
◦ Lead conversions
◦ Selling at lowest cost
◦ Promotional offers
 How much is being expended in the process of advertisements?
◦ 20% of your overall marketing budget
◦ 40% of your overall marketing budget
◦ A fixed ratio of $2,000
◦ Not fixed and spend as per the requirements
 Any additive suggestions you would like to make for enhancing the effectiveness of
your adopted marketing strategies.
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
48