How Effective are Advertisement Strategies in UK Alcoholic Beverages?

This report investigates the effectiveness of advertisement strategies employed by companies within the UK alcoholic beverage sector to achieve competitive advantages. The research begins with an executive summary outlining the impact of globalization on market competition and the need for strategic marketing. The introduction defines the research's rationale, aims, objectives, and research questions. The literature review explores the role of advertisement strategies in marketing, the implications of alcoholic marketing, trends in advertising techniques, and the concept of advertisement strategies in business activities. The research methodology section details the research philosophy, approach, design, techniques, data collection methods, sampling techniques, and data analysis methods. The data analysis and findings chapter presents thematic analysis based on secondary data and findings from primary data collection. The conclusion and recommendations chapter summarizes the findings and provides recommendations for improving the strategic context of work within the UK alcoholic beverage sector. The report includes a table of contents, references, and an appendix with a questionnaire used in the study. The core focus of the report is to assess the effectiveness of marketing strategies and their ability to enhance brand image and market share within the competitive UK alcoholic beverage industry.

“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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