MKT2CBE https://www.youtube.com/watch?v=GY6uJlI-t14 Executive summary Table of Contents Introduction …….........................................................................................................3 Company Background 3 Carlton Draught “Big Ad” 4 Product positioning 5 Segmentation variables 5 Demographic 5 Lifestyle 6 Geographic 6 Behavioral 6 Appeals 6 Ethical Issues 7 Improvement of marketing for Carlton Draught 8 References 12 Executive summary The purpose of the report is to analysis the Carlton Draught ad in order to justify its relation to consumer behaviour. This was achieved through a break down of the 4 segment variables, which are demographic, lifestyle, geographic and behaviour. Once these were established the hedonic and utilitarian appeals were found and how the cognitive/ affective nature was used to engage the audience. The limitations of the ad were found and the ethical issues surrounding advertising alcoholic beverages. By identifying the limitations and ethical issues it will help explore the potential problems of the advertisement and how it can be improved. Introduction The following report shows an in depth analysis of the Carlton Draught ad, which was released in 2005. The ad was broken down in order to establish its relation to consumer behaviour and how the advertisement can be improved. This was established through indentifying the current segment variables and appeals used in the advertisement. The segment variables were broken down into 4 key areas they are, demographic, lifestyle, geographic and behaviour. Once they were established evidence was given to justify the current variables indentified. Further evidence was provided on the limitations and ethical issues found in the advertisement, to then help provide relevant suggestions on how the ad could improve in the future. Company Background In 1903 Carlton, Fosters, Victoria, Shamrock, Castlemaine and McCracken Breweries grouped into a cartel known as the Society of Melbourne Brewers. In 1907 Foster’s united with Carlton, Victoria, Shamrock, McCracken and Castlemaine breweries to form Carlton & United Breweries. Carlton Draught beer is sold in Victoria, Northern Territory, Queensland, and New South Wales. The other main brewery company in Australia is Lion Pty Ltd who sell beers such as James Squire, James Boag’s and Heineken (IBIS world 2016). Carlton Draught “Big Ad” Carlton Draught used an advertisement, which is called “Big Ad.” It caught the viewer’s attention through the use of singing and humour. However, the advertisement is set out like a big battle scene, which then turns into the yellow and white robbed men running towards each other singing. Campaign brief Australia states the Ad used a creative approach, humor and emotional appeals instead of fighting for freedom they replaced with the lyrics with thousands of people singing and epic theme song (2005). Engaging the audience with humour and creating a similar scene, which was used in Lord of the Rings. This ad takes a different approach to engaging consumers in an over the top big budget ad, which you would not realise is promoting beer until the end. This particular ad has taken a different approach to promoting beer and was very effective in taking that particular path. The “big ad” was a successful ad, which people all around Australia were talking about. This ad The Carlton United brand scored almost as highly on brand recognition as the commercial itself did on popularity. The Carlton Draught ad focused on the colours blue, red, yellow and white, which represent the brand’s logo. During the ad, the colours seem to show a particular battle team who appear to fight against each other. Additionally, the red colour group through the use of visual effects makes an image of a man trying to hold a beer and the other colours yellow and white illustrate schooners of Carlton Draught beer’s brand. At the same time, the colours have a meaning of patriotism, revolution, energy, positive vibes, freedom and perfectly suitable for the battle scene in a Carlton Draught ad. Product positioning Product positioning in the market is a key component in the buying process and is an opportunity for the brand to influence the markets perception on the product being sold. In order to achieve this, the message must be clear and concise to reach the desired target audience. Below is the product positioning for Carlton Draught beer. Carlton draught is a beer, which is competitively priced and one of Australia’s top breweries with a 40.7% market share (IBIS world 2016). It is a premium beer distributed throughout Australia, targeted at males between 18-50. Advertising is used through communication channels such as television where specific timing of advertisements is imperative to capture their target audience. An example of this is displaying beers ads during sporting games, as majority of their target audience would be tuning into the television at this time. Segmentation variables Market segmentation allows for a broader target market to be broken down into different customer segments (Kamakura & Wedel 2004). The Carlton draught ad can be analysed and broken down into various segments to establish the variables, which were used. The variables used can be broken down into 4 distinct variables; they are demographic, lifestyle, geographic and behavioral. Demographic • Males • Age 18-50 Lifestyle • Enjoy drinking with friends and family • Beer enthusiasts • Sports fans (beer sponsors various sporting codes) Geographic • Australian public • Australian beer Behavioral • People who buy Carlton draught beer • Alcohol consumers The Carlton draught ad used a range of segmentation variables to appeal to a diverse range of consumers. The ad targeted the Australian public as Carlton draught is an Australian owned company, distributed in various states. Carlton draught beer in general is predominately targeted to males. The ad used a unique approach, by not emphasizing or speaking of the product throughout the ad, however expressing it through music and choreography. Therefore targeting people who enjoy entertainment and engaging them through laughter and amusement. This type of approach of advertising used by Carlton Draught allows them to capture the attention of beer consumers and reach them through comedic values, rather than stating why they should buy it. Rather then emphasizing the taste of the beer, the ad targeted those who know Carlton Draught and enjoy drinking beer. Appeals Utilitarian consumers are more clear and concise with what they actually need, use motives such as finding better prices, meeting basic needs and seeking variety. Where as hedonic consumers are driven more by fun, entertainment and satisfaction (Ratneshwar & Mick 2005). Carlton draught ad mainly reaches out to the hedonic consumers, as beer is seen as satisfying and refreshing drink, which is not necessarily required for consumer to buy every day. Creating an ad, which is fun and more entertaining to essentially differentiate itself from other brands. The ad targets more of the hedonic values of a shopper, with more of a fun and entertaining way of promoting the product. Stimulating the viewers mind through comedy and the idea the ad is excessive and expensive to capture their attention, without promoting the taste and price of the product. Therefore reaching out to more of the values of a hedonic consumer through that specific criteria outlined. The ad used music and colour to create hundreds of people running towards each other and forming a human consuming the Carlton Draught beer. Reaching consumers affective nature by using comedy and putting the consumer in a range of emotions whilst watching this ad. An ad reaching consumers through a diverse range of emotions, which relates to affective consumer behavior and can lead to spontaneous urge to buy the product. This relates back to hedonic values as they both relate back to a sudden urge to buy the product. Ethical Issues Alcohol can be a source of many issues that can have serious negative consequences on a community. Alcohol is capable of causing psychoactive effects on people and this can potentially put them at risk of illness, accidents causing injury and violence. Due to the various affects alcohol can have on people it is impossible to say that its consumption will be safe for everyone who consume it. People who do decide to drink must understand that they do so with a certain amount of associated risk. The advertisement that has been selected does not suggest that these potential issues could arise from the use of the product. The depiction of alcohol in this ad could be misleading to those viewing the commercial, especially those young and impressionable. According to the ‘Australian Bureau of Statistics’ during the period from 2007 to 2008 20.9% of people in Australia above the age of 18 consumed levels of alcohol that exceeded the lifetime risk guidelines. Information gathered from the’ National Drug Strategy Household Survey 2013’ indicates that 22.3% percent of people have been verbally abused, 8.7% of people had been physically abused, 12.6% of people had been put in fear and 26% of people had experienced another incident by someone who was intoxicated. This proves that the consumption of alcohol does not only place drinkers under risk but also potentially the other people around them who may be sober. Women who reported abuse were more likely than men to have received it from a partner or significant other. Men on the other hand were more likely to have been abused by a stranger. Drinking also puts individuals at increased risk of injuries with only bruising and strains accounting for the majority of harm caused. In the report entitled “Victorian Road Safety Trauma 2015’ it states that up to 30% of all accidents related to drink driving. Out of all crashes that resulted in fatalities during a three-year period from 2012-2014 13% of them were caused by drivers under the influence of alcohol. However, these figures are quiet small when compared to 16 to 17-year-old passenger fatalities, where nearly half involved alcohol. Since alcohol can have many adverse impacts on society there are many rules and regulations that marketers have to abide by. This is applied by governing bodies in order to try and minimise any misconceptions that could easily be implied regarding the consumption and effects of alcohol. As Carlton United manufactures beer and thus must abide with the code of ethics set by the ‘Alcohol Beverages Advertising Code’ scheme. These guidelines advise that marketing communications cannot; • Encourage excessive or quick consumption of alcohol. • Depict rude or offensive behavior that is connected to alcohol. • Dare consumers to drink as part of a challenge. • Advertise the product based on alcohol percentage. • Appeal to minors or depict an adult under the age of 25 years old except for certain circumstances. • Suggest that alcohol can be used to improve mood, environment or success. • Alcohol has any therapeutic benefits. Improvement of marketing for Carlton Draught Advertising is the one strategic method that could help to gain the business competition with advantages. People aware of the products or services that a business trying to offer by using marketing and advertising. This could help to bring more potential consumers. To gain better consumers, it has to use more special advertising strategies to not only cater to hedonic consumers but utilitarian consumers too. Not only advertising using comedy but trying to engage consumers on the benefits of buying the product. Therefore, engaging the utilitarian functions through delivering a message in relation to the benefits of drinking the actual product. For advertising an advertisement, is a form of communication where intends to persuade consumers to purchase products or services. In this Carlton Draught advertisement, there is a cultural or religion whereby they use “My God is Big”. In here, Carlton Draught Company had ignored some of the values and attitudes whereby the advertisement lie that it does not reflect the surrounding culture. In here, the advertisement has neglected the racial and ethnic groups where some of the culture is prohibited to consume beer. The advertisement may be misleading and frustrating when there is an abundance of possession that leads to happiness and fulfillment of the impression in the commercial advertisement. Often this intentionally requests a motive as envy to the consumers. Therefore, Carlton Draught should be more aware of culture and religion because this could be morally degrading. To deliver content right to the consumer, it should send the right message. Carlton Draught can also improve the advertisement by giving a call to action. Call to action is where giving the consumers that had watch the advertisement an immediate response of the product. By giving this call to action, it can help to achieve deeper engagement from the consumer. Call to action in advertisement can be things such as find out more or visit us. For example, Carlton Draught can include call to action of visit us and give the consumer a chance to win prizes to sporting events such as the AFL, which they sponsor. This could help to get more interest and gain more consumers to purchase the product. In conclusion, video advertisement is the most advantages for a company to promote their products and giving the opportunities to beat with the competitors. It is important to pay more attention to the consumers view whether it does fits to the strategy of marketing. By doing the smart and special events could really help to improve the marketing of the company effectively and to boost their achievement. References Australian Bureau of Statistics 2012, ’Proportion of People Exceeding the 2001 and 2009 Guidelines Over Time’ viewed 16 September 2016, Australian Institute of Health and Welfare 2014, ‘National Drug Strategy Household Survey detailed report 2013’, Australian Institute of Health and Welfare, Canberra, viewed 16 of September 2016 Campaign Brief Australia. (2016). CARLTON DRAUGHT 'BIG AD' NUMBER ONE. [online] Available at: http://www.campaignbrief.com/2005/11/carlton-draught-big-ad-number.html [Accessed 16 Sep. 2016]. Kamakura, W & Wedel M 2004, market segmentation: conceptual and methodological foundations, 2nd edn, springer science business media, New York Macleod, D. (2005). Carlton Draught Big Ad - The Inspiration Room. [online] The Inspiration Room. Available at: http://theinspirationroom.com/daily/2005/carlton-draught-beer-big-ad/ [Accessed 16 Sep. 2016]. Ratneshwar, S & Mick, D 2005, inside consumption: consumer motives, goals and desires, Routledge, London The ABAC Scheme Limited, ‘ABAC Responsible Alcohol Marketing Code’, The ABAC Scheme Limited, viewed 16 September 2016 VicRoads 2016, ‘2015 Victorian Road Trauma; Analysis of Fatalities and Serious Injuries’, VicRoads, Victoria, viewed 16 September 2016 file:///C:/Users/Andy/Downloads/VictorianRoadSafetyTrauma2015.pdf .