Exploring Current Marketing Activities
Livio Maynard
Mr. Manish Bhatia
MARK-1115-002
11 January 2015
Exploring Current Marketing Activities
Unilever 's new product, the New Dry Spray Antiperspirant
Marketing is about creating value for products and services in order to capture value back from the consumers. But many times it is not only about knowing how to create value for current consumers, but also making an effort to acquire new ones. Dealing with a diversified market means that companies need to look carefully to tendencies of potential new costumers and adapt their marketing strategies to increase revenue, often by launching new products. In a recent ad by Unilever 's Dove Spray deodorant, the company tries to convince potential new costumers of the efficiency of it 's new product, the Instant Dry Spray, which is supposed to please those who are not consumers of spray deodorant. Judging by the content of the ad, the company is clearly trying to capture consumers who are displeased with the left over moisture of the average spray deodorant, by presenting a product that dries in your armpit almost instantly, as the campaign claims. They even go as far as depict a supposed consumer who claims she “never used one of these before”¹ and leave her with a big satisfied smile by the end.
Lower price for a Volkswagen Jetta Even companies whose products have taken years to establish a solid position among it 's clients are now facing the need to change their stance as they realize that the market is rapidly changing. In many instances, a very efficient way to keep a product alive in the market is to appeal to a different audience by changing it 's price. Increasing or decreasing it means changing the perceived value and expectation of what is being offered. The former mid-to-high-end Volkswagen Jetta advertises it 's 2015 model as “highly affordable” ² - the TV ad claims it starts at $16.635, but the Volkswagen website sets the starting price at $14.990 ³ – as it tries to appeal to younger
Mr. Manish Bhatia
MARK-1115-002
11 January 2015
Exploring Current Marketing Activities
Unilever 's new product, the New Dry Spray Antiperspirant
Marketing is about creating value for products and services in order to capture value back from the consumers. But many times it is not only about knowing how to create value for current consumers, but also making an effort to acquire new ones. Dealing with a diversified market means that companies need to look carefully to tendencies of potential new costumers and adapt their marketing strategies to increase revenue, often by launching new products. In a recent ad by Unilever 's Dove Spray deodorant, the company tries to convince potential new costumers of the efficiency of it 's new product, the Instant Dry Spray, which is supposed to please those who are not consumers of spray deodorant. Judging by the content of the ad, the company is clearly trying to capture consumers who are displeased with the left over moisture of the average spray deodorant, by presenting a product that dries in your armpit almost instantly, as the campaign claims. They even go as far as depict a supposed consumer who claims she “never used one of these before”¹ and leave her with a big satisfied smile by the end.
Lower price for a Volkswagen Jetta Even companies whose products have taken years to establish a solid position among it 's clients are now facing the need to change their stance as they realize that the market is rapidly changing. In many instances, a very efficient way to keep a product alive in the market is to appeal to a different audience by changing it 's price. Increasing or decreasing it means changing the perceived value and expectation of what is being offered. The former mid-to-high-end Volkswagen Jetta advertises it 's 2015 model as “highly affordable” ² - the TV ad claims it starts at $16.635, but the Volkswagen website sets the starting price at $14.990 ³ – as it tries to appeal to younger
Cited: ¹ Dove Dry Spray Antiperspirant TV Commercial, 'Shake, Spray and It 's Dry! '" ISpot.tv. n.d. Web. 12 Jan. 2015. <http://www.ispot.tv/ad/7Fp7/dove-dry-spray-antiperspirant-shake-spray-and-its-dry>. ² "The New Volkswagen Jetta 2015 TV Spot." YouTube. YouTube, 30 Oct. 2014. Web. 12 Jan. 2015. <https://www.youtube.com/watch?v=SgmFFM6Yalo>. ³ New 2015 Jetta." 2015 VW Jetta. n.d. Web. 12 Jan. 2015. <http://contents.vw.ca/models/2015-jetta/en/>. 4 Choi, Candice. "McDonald 's Walks Fine Line with 'Signs ' Commercial." Yahoo Finance. 12 Jan. 2015. Web. 12 Jan. 2015. <http://finance.yahoo.com/news/mcdonalds-walks-fine-line-signs-170028992.html>.