Some time ago I put a series of posts in which he analyzed the success of a product: Aquairus.
Among other things, they analyzed that one of the keys to its advertising campaign was the principle of consumer sovereignty as straightforward phrases like:
- Human beings are unpredictable
- People do what pleases
- Is it the end of the era of marketing?
- Is it the beginning of the age Aquarius?
- Aquairus V3: Born at the demand of consumers themselves: You promised
Recently it has launched a new campaign of Aquarius, which again is followed with the same idea, continuing the message of previous campaigns, something fundamental, in that the importance lies with the consumer and as in previous ads clearly identifies consumer sovereignty, and not showing the product almost to the end of the ad. It's a big announcement:
I think it is clear what has been said, but a transcript of the ad enough to see it clearly:
"I can observe in detail, you can study my habits, technically you could learn what pages visited on the Internet, who receive e-mails, you could find the TV shows I usually see, what I buy with my credit card, the music I listen to, the books I read, so that you are ready, you can study my habits, you could do a thousand studies market still would not know anything about me, I'm full of surprises. "
Perhaps, if something fails, is the music of Raphael, .
To better understand this, it might help you review the previous post talked about Aquairus:
- The success of a product I
- The success of a product II
- The success of a product III
- The success of a product IV
Well, of course it would be nice you to read the post in reverse, starting with the I,
Aquarius Launch V3
Launched in Spain as a world premiere on May 19, 2006 and returns to articulate consumer sovereignty:
The Aquarius V3 stems directly from the Spanish demand.
He made many market research and testing 60 flavors, and coincidentally the consumer chooses the Queue.
Launching with a great campaign: Advertising, concerts, filming a video .....
We'll see when it spreads to the rest of the world because it appears to have been a success.
FIN, I hope you liked it, .
Source: Business address class, as I said in the first post of this series.
2005 - New Campaign Aquarius: Don Justo
New campaign to renew the image of Aquarius through a very original spot.
Supports the ideas of the previous season in an indirect way and that at no time refers to the product only comes out visually, the music also uses the previous spot what people immediately relates it, in addition to using very similar expressions. At FNAL, the message is the same:
Man does what he wants
From this campaign Aquarius launched new formats, made new campaigns, etc..
Well, I was put every day a post, but it will, we'll make it big, I'll put all followed, hopefully even dedicate much time to read it,
Variables of the Marketing Mix or 4 P's (Price, Communication, Distribution, Product / Price, Promotion, Place, Product)
Variable Product (Product) analyzed already out in the previous post , so let the following variables.
Distribution is one of the key aspects of a new product, and the variety of channels such products is very wide, but for a new product some may assume any restriction or difficulty, which a priori Aquarius had an advantage over other products:
- RSS feed: Establishments can put several obstacles or reluctance to new products, but being a product of the Coca cola seems that obstacles can be lower when to publicize the new product.
- Vending machines: A lot of different machines exclusively Coke product so that the introduction of a new product appears to be my expensive enough to dedicate a slot machine
- Restoration: Few establishments are those without Coke as much of its supply, so that a priori, a brand able to exert some influence, it should not cost mcho the introduction of a new product.
Interestingly for a new product is priced higher than its competitors, which may seem inconvenient for a new product, it is clear that according to the results it is not in this case.
In previous campaigns Slogans have always been used to refer to the sport, the movement:
Aquarius, the Olympic boost
With Aquarius nothing can stand
A comprehensive communication strategy
Sponsorship of the Olympic Games 92 (Official Drink Olympics)
Using Aquarius by doctors. (Specifiers)
In the ad shown above (2004) uses a very aggressive slogan:
Is it the end of the era of marketing?
Is it the beginning of the age Aquarius?
Using Music in the years 1969 - 1970:
Let's the sunshine (Symbols of peace, love ...)
Orientation as was deducted above is a clear consumer:
Is it the end of the era of marketing?, Try to create a confusion between Marketing and Advertising:
After 1 year without advertising on TV consumes 38% more.
That is no coincidence, since that was because Coke in 2003 launched a similar drink: POWERADE through another big campaign, so as to not confuse the consumer is left to do tv ads Aquarius, the same So Coke is also focused on market entry of new products like Coca cola light lemon.
Under this name I want to share the analysis we did in class on Aquarius Business address.
Some will not be interested, others just might not know, but I want it known, so here goes. I think it may be interesting, as there is a very technical and complicated analysis.
Due to its length it will depart in several Post. Hope you like:
First there is the announcement from which depart: VISIONARY
Surely many will remember this post, personally I find sublime, and some conclusions that can be drawn are:
It clearly shows the princpio of consumer sovereignty, ie fully satisfy the consumer, the consumer "boss." That can mean in phrases like:
Visionaries always wrong
In the XXI century, radio listening increasingly
Who could imagine that complicated people send text messages instead of calling directly.
Sports drink, but now I take the world
Human beings are unpredictable
People do what he wants
The technique seems clear, right?: Advertising campaign.
NEEDS AND DESIRES
The need is there: An isotonic product to recover the loss of salts produced by the practice of sports.
The first is to indicate that it is a product of Coca cola.
The product is a physical good, one drink for athletes.
Why people choose Aquarius?, Because it contributes more net value than other products.
- Japan 1983
- Spain 1992 (Coinciding with Olmpiadas is no coincidence)
- 1992 - Traditional Aquarius
- 1997 - Aquarius orange flavor
- 2006 - Aquarius cola flavor
Importantly, when you throw in 92 there were two other similar products on the market characteristics:
At 3 months, is leader in sports drinks with 60% market share.
In the News has a 75% market share with over 67 million sales.
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