Oporto Advert Analysis: Understanding the Consumer, Knowing the Competition, and Interrogating the Product

This report analyzes the Oporto ad utilizing the UKI conceptual framework to scrutinize the ad's effectiveness and competitive nature. It includes a comparison with other ads in the industry using different analysis tools. The report provides conclusive recommendations to Oporto for its next campaign.

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OPORTO ADVERT ANALYSIS
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COVER SHEET
The report will analyze the Oporto ad utilizing the UKI (Understanding the consumer,
Knowing the competition, and Interrogating the product) conceptual framework to help clearly
scrutinize the ads effectiveness as well as its competitive nature in relation to other ads within the
same industry. The comparison will include the utilization of different analysis tools such as
Maslow Hierarchy of Need, Bernbach ROI and Vaughn FCB Grid tools to help in carrying out
an in-depth comparison. With the findings from the analysis, one will be able to give conclusive
recommendations to Oporto in regards to its next campaign.

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Table of Contents
An Over View of Marketing Context for Oporto.........................................................................................3
UKI – Understanding the Consumer............................................................................................................6
UKI – Knowing the competition.................................................................................................................6
MASLOW – Hierarchy of Need..............................................................................................................6
Bernbach R.O.I Grid................................................................................................................................7
Vaughn FCB Grid....................................................................................................................................8
UKI – Interrogating the Product..................................................................................................................8
Proposed Opportunity to Advertise.............................................................................................................8
Where This Opportunity Will Move Oporto In the Vaughan Matrix...........................................................9
Proposed Directional Insight to Deliver the Opportunity.............................................................................9

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An Over View of Marketing Context for Oporto
It is important for one to have a brief history of the company under analysis. Oporto is a
fast food chain within the country in the food industry. This is one of the most competitive
market as compared to the other markets. The market has been considered on of the most volatile
markets since the market shares among the competing companies can easily change due to
factors such as advertising. The market is also extremely competitive due to the existence of
unlimited food choices for the customers. Oporto was founded by a Portuguese backpacker in the
year 1986.1 He wanted to experience a home cooking experience while he was away from his
country while overseas.2 The company since then as significantly grown from a place which was
earlier perceived to be a family and friends good food joint to currently being owned as a
subsidiary of quick Service Restaurant Holdings. In Australia they have 160 branches in ship
stores, drive thrus, and at fast food outlets.1 This has made the fast food one of the renown fast
foods in the country. In the year 2007 they embarked on a new advertising campaign that was
deliberately tongue in cheek, edgy and sassy.

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The ad campaign aimed at promoting their burgers and they had the best strategy for the
campaign. The appearance on the ad was amazing making the viewers of the ad salivate. In this
report different aspects of the ad will be analyzed in order to clearly deliver an effective report.
From reviewing more on Oporto’s campaign, it is possible to identify the target customers of the
ad. The ad targeted mostly take away customers. These are mostly those customers who
normally purchased the burger but carried it home for consumption. This is evident from the
campaigns slogan, “Go home with something Hot for a Change”. In most cases, buying food in a
fast food joint, one is expected to consume the food immediately in most cases since the long it
takes before consumption it tends to lose its taste. The campaigns challenge this notion by clearly
implicating that it is possible for you to go home with the Oporto’s burger home and still have it
hot. After reviewing the ad also, it is comfortable to say that the ad hardly offends anyone sine
the language used on the ad is not offensive by any chance. The used words are having a humor
taste which makes one feel the craving of needing to buy and eat the burger, specifically take it
home first. Also, it is important to address ethics in relation to campaign. The ad can be termed
as an ethical ad since it is in line with the moral code of the public since it does not directly
challenge any other fast food joint in the industry or interfere with any person’s ethical codes.
Understanding the competition Oporto campaign faces is important in analyzing the significance
of the campaign. The two major competitors being Zombrero and Dominos who also have
launched different campaigns that wee will use in the comparison.

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From a look at both ads it is possible for one to identify the different perspectives each company
has regarding their ads nature.
UKI – Understanding the Consumer
From the slogan used in the advert it is possible for one to identify the customer targeted by the
fast food. The highest percentage of consumers who carry food home are normally between the
age of 16 -25 years. This provides use with the age bracket targeted by Oporto. The consumers
targeted by the company in most cases are university students and the newly employed workers.
This means that the company has managed to target a larger consumer area since the population
between the age bracket falls under the largest consumers of fast foods in the country. People
between this age hardly cook at home hence prefer having something that is already ready for
consuming.3 With this in mind most fast foods try to cover this gap but with Oporto’s ads
campaign, they have managed to capture a scope many other competing companies fail to
deliver.

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UKI – Knowing the competition
MASLOW – Hierarchy of Need
Oporto Ad – in relation to the Maslow’s hierarchy of needs, the campaign captures to important
parts within Maslow, these are, the physiological needs; food and the love and belonging level
which involves friendship and family. This is evident with the emphasis on taking home what
you get from Oporto. This ad clearly gives one a homely feeling, the sense of having somewhere
you belong. From the analysis it becomes possible for one to relate the two levels. In comparison
to the other ads, Zombrero also covers the physiological needs since the ad also entails food but
instead of covering love and belonging, they capture on self-esteem. From their ad, the capture
achievement, and confidence of performance hence giving a different view as compared to
Oporto. For the final comparison with the Dominos also capture physiological needs with it also
covering the taste of food. It also digs deeper to another level which is safety and security, the ad
advocates for healthy eating as well as affordability of the food.5
From the analysis I is possible to vie all the ads in a different perspective in view of the Maslow
– Hierarchy of needs.
Bernbach R.O.I Grid
Score = 5 good
1 less good
Oporto Ad provided Zombrero Dominos
Relevant 4 2 4
Original 5 3 4
Impact 5 2 3
Total/15 14 7 11

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All the ads score a different score regarding the comparison used. In relation to relevant it
Oporto has a well-established origin which makes it stand out since within the ad it manages to
incorporate the feeling of home within it. In elation to origin it also manages to stand ou among
all the other ads in the comparison and finally the impact, this is the feeling one has after seeing
the ad. From as survey of how different people react to the ad it is evident that the minute one
sees the add they are craving to taste it.
Vaughn FCB Grid
Comparing the three ads in relation to the Vaughn FCB Grid we are able to identify here all the
ads fall.6 For instance, Oporto falls between high involvement and feeling. This is under the
category of feel – learn – do. For the other ads Zombrero falls between thinking and high
involvement which is the learn feel do while finally domino falls under the fourth quadrant
between feel and low involvement.
UKI – Interrogating the Product
After the well analysis of the Oporto ad it is important to clearly understand the product being
advertised. This is because with all these ads the company needs to retain its customers and
incase the product does not meet the standards covered in the ad. First the product has already
been identified as a burger then the most important part is the rate of consumption, the ad has
clearly captured the different ingredients making up the burger hence giving the consumers
information regarding the different foods making the burger. This builds trust between Oporto
and its customers. This is such a communicative approach while designing the ad. Also, burger
on the ad makes you want to have one immediately you see it in the cover of the ad. This feeling
manages to convince so many consumers in to buying the burger. This show the time taken in the
preparation of the product.

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Proposed Opportunity to Advertise
From Oporto’s ad one can identify a slight thing that may have significantly impacted the level
of communication the advertisement delivered. Building on the same ad personally I would
introduce a price tag. This would greatly impact the ads analysis on the Maslow’s hierarchy of
needs. The introduction of this aspect within the ad would bring about safety and security hence
influencing a larger market share.
Where This Opportunity Will Move Oporto In the Vaughan Matrix
The sight changes would move Oporto on the Vaughn FCB Grid from its current position to a
higher level as the feeling will increase as well as the involvement levels.
Proposed Directional Insight to Deliver the Opportunity
A chance in the company would mean the introduction of multiple things, this would include the
financial pricing of Oporto’s product, since the target market of its consumers has been
stablished, having fair prices would significantly help the business gin a much bigger market
share.

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References
1. Huntley R. Eating Between the Lines: food & equality in Australia. Black Inc.; 2008.
2. Hunwick H. The Food and Drink of Sydney: A History. Rowman & Littlefield; 2018 Mar 22.
3. Del Giudice T, Pascucci S. The role of consumer acceptance in the food innovation process:
Young consumer perception of functional foods in Italy. International Journal on Food
System Dynamics. 2010 Jul 15;1(2):111-22.
4. Yang S, Lu S, Lu X. Modeling competition and its impact on paid-search advertising.
Marketing Science. 2013 Oct 24;33(1):134-53.
5. Einstein A, Addams J, Roosevelt E. Maslow's hierarchy of needs.
6. Cheong HJ. REVISITING AN ADVERTISING THEORY: THE FCB GRID IN THE 21ST
CENTURY. InAmerican Academy of Advertising. Conference. Proceedings (Online) 2017
(p. 157). American Academy of Advertising.