Analyze and evaluate the advertising campaign of Magners Irish Cider
Marketing diversity and globalization brings more competitions to marketplace. Kotler and Armstrong (2006) state that advertising becomes a mass-promotion tool in marketing. Moreover, advertising play the main role in marketing communication to help companies achieve their objectives (Yeshin, 2006). Hereby, to launch advertising campaign is the first step to promote the consumption for many companies.
Magners is a famous cider brand of C&C Group Plc. On March of 2006, Magners was first rollout and launched advertising campaign to London. This essay will analyze this advertising campaign strategy from four parts. Firstly, it will analyze the marketing environment and competitive marketplace of Magners. Secondly, it will see the objectives and target audiences. Thirdly, analyze the strategy of campaign including its proposition, creative ideas and media types. At last, evaluate this advertising campaign, what effectiveness this campaigns can bring to Magners.
Magners, Original Irish Cider, is an international brand of cider which is equivalent as Bulmers, as it is called in Ireland. Its owner, C&C Group is one of the leading cider manufactory in Ireland. (C&C Homepage) In 2003, Magners was first tested British cider market in Glasgow. Magners was rollout to London in the early of 2006. The cool ice taste and 英语论文网 【http://www.51lunwen.org】refreshing quality of Magners Original Irish Cider is popular by people. Now, Magners cider can be traced in many British bars and pubs.