Earthgrown Nature's Advertising and Promotions Report: A Deep Dive

This report analyzes the advertising and promotional strategies of Earthgrown Nature, a juice company in Singapore. It delves into various aspects of the company's advertising campaign, including the brand name, concept, visual identity, and the consumer problems addressed by the advertisement. The report examines the advertising strategy, creative approach, target audience, and media channel selection. It highlights the convincing power of the advertisement and its effectiveness in promoting the brand. The report also provides insights into the company's use of visuals and messaging to connect with consumers and establish a strong brand presence. The report aims to provide a comprehensive overview of the company's marketing efforts, focusing on how they aim to increase brand recognition and sales within the competitive market.

Running head: ADVERTISING AND PROMOTIONS
Advertising and Promotions
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Discussion........................................................................................................................................3
About the advertisement..................................................................................................................3
Brand name and concept..................................................................................................................4
Visual Identity.................................................................................................................................5
Consumer problem and the solution by the advertisement..............................................................6
Advertising strategy.........................................................................................................................7
Creative strategy of the advertisement............................................................................................9
Target audience of the brand.........................................................................................................10
Selection of media channel............................................................................................................11
Convincing power of the advertisement........................................................................................11
Reference List................................................................................................................................12

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Introduction
The company known as Earthgrown Nature deals with various kinds of juice products
that are being circulated to the consumers in Singapore. The company is in a need of a good
advertising video that will help the company in being recognized by the consumers. the use of
advertisements is necessary, as it helps in changing the image of the company in front of the
customers. The use of billboards and hoardings help the customers in recognizing the brands of
the company that are being offered within the market. It also helps the company in promoting the
brands among the customers so that they can be interested in buying the products. The technical
part that is present in advertising has undergone massive development over a span of years,
which has helped the advertisers in providing better insights regarding the creativity and the
concept of the products (Buil, De Chernatony and Martinez 2013).
The primary aim of the report will be to address the promotional and the advertising
strategies that have been taken up by the company so that it can spread awareness among the
customers. The use of advertisements in the modern era has helped in the promotion of the brand
by incorporating better ideas in their advertisement techniques. The use of the modern day
methods of advertising has helped the companies in being associated with the customers in an
appropriate manner (De Mooij 2013).
The report will also highlight about the concept of the advertisement, name of the brand
along with the problems that the consumers may face regarding the advertisement and the visual
identity. It will also throw light on the advertisement strategies that needs to be taken up by the
company so that the brand can get recognized within the consumers. Additionally, it will help in
providing better ideas about the attitude that the customers have regarding the advertisement, the

3ADVERTISING AND PROMOTIONS
audience that has been targeted by the company and the channel through which the
advertisement will be provided to the customers.
Discussion
The use of commercials and advertisements has helped in the development of the
companies by promoting the products in an effective manner. The primary goal of the company
will be to promote its product so that it can make profits more than its rival companies. the use of
the advertisements will help in educating the audience about the product that is being produced
by the company. The use of the advertisement will also provide a competitive advantage to the
firm, as it will help in attracting the more number of consumers (Huang and Sarigollu 2014).
About the advertisement
The advertisement of the company shows that it uses the best quality oranges in
producing the fruit juice. It can be seen that the oranges are being handpicked by the workers so
that they can be able to evaluate the quality of the raw material before being sent in to the line of
production (Aaker and Joachimsthaler 2012). This will help the company in mitigating the risk
of using sour or the stale oranges that may lead to a bad production within the company. The
company uses the best products so that the customers can get the best products from the
company. This will help the company in attracting more number of customers, as the customers
are likely to shift from their previous companies to Earthgrown (Aguirre et al. 2015).

4ADVERTISING AND PROMOTIONS
Brand name and concept
Logo of the company
(Source: Created by Author)
The advertisement is about the use of the ripest oranges in the line of production so that
the best quality of product can be provided to the customers. The primary theme of the
advertisement is that it shows the use of the best quality of the oranges that are available in
Singapore so that the product can be made in a better manner, which will be liked by most of the
customers. This will help the company in being recognized among the customers, which will
result in the increase of the profits of the company. It will also provide a competitive edge to the
company, as the advertisement will suggest the customers that the product is made from the best
raw materials that are available in the country. The concept of the advertisement is that it uses

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the best oranges so that the product is authentic and the use of the synthetic flavors can be
avoided, which will bring out the natural essence of the product (Muller, Kocher and Crettaz
2013).
Visual Identity
The visual identity of any particular brand helps in shaping up the logo of the brand,
styles of the imagery and the way in which it is presented to the audience. It will help the brand
in getting its own identity so that the brand can be differentiated by the consumers from the rival
companies that are present in the competitive market. The use of visual identity helps the
company in aligning its goals and missions with the advertisement so that the brand can be
positioned in a better way within the market place. Furthermore, it also helps in targeting the
audience, to whom the company intends to sell its product and it also appeals to the emotions of
the customers (Jjaniszewska and Insch 2012).
The logo of the company shows that the entire orange that is covered in dust, as it is
harvested from the orchard in a natural manner and the pulp is shown as orange, which suggests
that it is absolutely ripe in nature. The presence of the dusty cover on the body of the fruit is
because it is produced in a natural manner and the use of harmful chemicals is not present. The
pulp is fresh within the fruit, which shows that these are used for the production of the fruit juice
by the company. The less use of the chemicals and the natural way of harvesting the product
gives an impression that the product will consist of all the natural flavors that are present in the
fruit so that the consumers can get a better taste of the product (Wheeler 2012).

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Consumer problem and the solution by the advertisement
The advertisement is based on the natural orange juice that is produced by a company
called Earthgrown, which helps the consumers of understanding the wellness of the natural
flavors that are present in the fruits. The use of good advertisements helps in providing a better
solution to the queries that the customers may raise about the advertisement. It helps the brand,
as the customers get a better reason in purchasing the product that is associated with the
company. This advertisement that has been made by the company has provided a better reason so
that they can opt for this particular brand of orange juice. The advertisement provides a better
insight about the services that the company is providing to its customers (Wheeler 2012). The
customers will be entitled in getting superior quality of products from the company. The primary
attraction of the advertisement is that it helps the customers in providing the details about what
kind of ingredient is used in the process of manufacturing along with the promotion of using the
products that are available naturally. The main feature of the product has been explained in a
better manner through the advertisement so that it does not leave any doubt in the minds of the
consumers (Muller, Kocher and Crettaz 2013).
The main concern of the customers is that they fail to understand the concept of
advertising. The advertisements that are complex in nature make it difficult to attract the
customers in purchasing the product or the service. Most of the customers fail to understand the
primary motive that is present behind the ad and the product or the service that is being showed
by the company. The ad about the orange juice is simple but effective, as it helps in portraying a
strong theme. The primary motive of the ad can be understood in a easy manner by the
customers, as the ad features about the product and the services that is being taken up by the
company to deliver the best quality products. The presence of the theme in the ad will help in

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attracting lot of customers towards the product, as the description that is underlying in the ad will
help the customers in solving their queries related to the product. This will help in convincing the
customers in purchasing the product of the particular company (Phillips, McQuarrie and Griffin
2014).
The main purpose of the advertisement is not only to promote itself in the competitive
market, which will help in boosting up of the sales but also focuses on the changes in the tastes
and preferences of the customers. The presence of rich competition in the market allows the
company to utilize a creative mindset so that the product can be marketed in a proper manner
(Park et al. 2013). To create an impact that will last long on the minds of the consumers, the ads
have to be made in a creative manner. Most importantly, the ad needs to contain all the necessary
details about the product, which will in turn result in the easy understanding of the ad by the
customers. Therefore, the advertisers should at all costs avoid the themes that are complex in
nature, which may result in disaster for the company. The convincing power that is present in the
advertisement will help the product to be purchased by the customers (Phillips, McQuarrie and
Griffin 2014).
Advertising strategy
The use of strategies in ads helps in reaching and persuading the customers so that they
can be interested in purchasing the product or services that are being manufactured by a
particular company. The important factors that need to be included in this are the advantages that
is available in using the particular product or service, the characteristics that are present among
the target audience, the alternative routes that the customer may take if the product is not liked
by them and the choices of the customers. The primary aim of any ad is that it has to be clear,

8ADVERTISING AND PROMOTIONS
which will help in understanding of the situation with respect to the target audience. The
strategies that are effective, planning of the product and proper marketing will help the advertiser
in spreading the information to a large number of audiences (Drewniany and Jewler 2013).
The strategy of most of the ads is to have a strong convincing power so that it can help in
attracting the customers. The positioning of the product has to be done, which will help the
company to get a competitive advantage in the market. For this product, the company will opt for
a ‘low price, better quality’ product, as the customers will be provided with the best quality of
food product that is available in the market. Since the company is new to the market, it will help
in attracting the customers towards its product (Altstiel and Grow 2015). The selection of the
target audience will help the product to flourish in the market, as they will be interested in
purchasing the product after watching the advertisement. The behavior of the consumers towards
the product helps the company in gaining a better insight about the process of selection that the
consumers will have (Moriarty et al. 2014).
Finally, the process of selection of the right medium of distribution for the ad is very
important. The ad of the company will be featured in multiple channels of media such as the
electronic and print media that will create an impact on the lives of the customers in an external
and internal manner. The customers are mainly of various age groups that will have their own
methods of media in watching the ad, which according to them will be convenient enough (Liu,
Kumar and Mookerjee 2012). The use of outdoor advertising will help the company in leaving a
lasting impression on the minds of the customers for a longer time period. The use of the outdoor
services that are present in the media will help the customers in gaining better knowledge about
the product. Using almost all the mediums will help the ad to achieve more publicity, which in

9ADVERTISING AND PROMOTIONS
turn will help in selling of the product and increasing the chance of profits for the company
(Kubler and Proppe 2012).
Creative strategy of the advertisement
The creative strategy is the adoption of the creative choices that are present in the
marketing techniques so that the advertisement can be made in an effective manner, which will
help in spreading of the message among the customers. It deals with the message that the
advertiser wants to convey about the product that is being offered by the company to the
customers. It also deals with the image that the advertiser wants to portray to the customers about
the particular product or service that is being offered by the company. It is also known as the
message strategy, which is a combination of the art and science that is present in advertising. The
strategy can be explained in a better way through the five steps such as the first step includes the
collection and gathering of the information that is related to the product so that the problem can
be identified in an effective manner (Liu, Kumar and Mookerjee 2012). The next step is working
on the problems that are present in the product so that it can help in getting better solutions. The
third step is the implementation of the solutions so that it can help in giving birth to a better idea
for the ad to be made. It also includes the execution of the message of the advertisement that is
researched thoroughly during the collection of background information. The next step is where
the idea is carefully studied by the advertiser so that it can help in eliminating the confusions that
may arise. The final step is the implementation of all the ideas, which helps in the creation of a
new advertisement (Takran and Ylmaz 2015).
The strategy has been adopted in a proper manner when the ad was being made by the
company. it has helped the company in showcasing the real ingredients that the company uses in

10ADVERTISING AND PROMOTIONS
making of the fruit juice. The advertisement video clearly shows the presence of the natural
elements in their product and eliminating the use of harmful products that may pose a risk in the
lives of the customers. This will help the customers in being associated with the product, as most
of the customers are conscious about their health in the modern world (Fastoso and Whitelock
2012).
Target audience of the brand
The target audience of the company will help in increasing the sale of the product so that
the company can try to maximize its profit. The target audience for Earthgrown Nature will be of
all ages and will consist of the customers who are of both the genders. The company will aim to
make the product available to them, as it will help in increasing the sales for the company (Katx
2016). Since the product is being made in an organic manner, it will help in attracting the
customers, as the use of harmful chemicals are eliminated by the company. With the increased
awareness about leading a healthy life, the customers will be interested in consuming these
products, as it will help in leading better lives (Kelley, Sheehan and Jugenheimer 2015). The
advertisement will be focused in such qa manner so that it can help in attracting the youngsters
who may like the juice product and the elder people will get the natural sweetness from the
product. This will help the elder people in decreasing the chances of diabetes, which may result
in degradation of the lives of the people (Okazaki and Taylor 2013). The use of natural fruits will
also help the women, as they will gain lot of necessary vitamins and proteins that may be
necessary for their bodies. This will help the company in increasing the chances of making
profit, as people will slowly tend to shift their loyalty towards this company. The company will
also be able to increase its revenue with the sale of mass quantities of orange juices (Athey,
Calvano and Gans 2013).

11ADVERTISING AND PROMOTIONS
Selection of media channel
The selection of the right medium of advertising helps the ad to be effective in nature and
reach out to the target audience so that they can receive proper information about the product.
apart from the video ad, the company also needs to focus on advertising their product through
hoardings and billboards so that the customers can see it while they are outdoor (Rodgers and
Thorson 2012). The use of print media also needs to be taken in to consideration by the company
so that the potential customers who are daily readers of the newspapers and the magazines can
have a better knowledge about the product. The ad needs to be present in the social media
networks as well, as it will help in attracting the youngsters in consuming the product (Min et al.
2013).
Convincing power of the advertisement
The ad itself provides knowledge about the use of the choicest oranges that are found in
the orchards of Singapore and eliminating the bad ones so that the customers can have a new
level of experience with the product. It will help the customers in gaining better knowledge about
the product and the ingredients that are used in the manufacturing of the product (Wheeler 2012).
The Unique Selling Proposition (USP) of the company is that it does not use the harmful
chemicals that may put the lives of the customers at risk and uses the natural sweetness of the
orange that is extracted from the pulp of the fruit. This helps the consumers in getting associated
with the product, as one glass of the product will help the customers in leading a healthy life in
the fast paced scenario, which exists in the modern world (Altstiel and Grow 2015).

12ADVERTISING AND PROMOTIONS
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