My fourth experience…

  • What did I learn this week?

I learnt about important concepts of marketing communication. As it is important in market and useful for companies and organizations. Every detail is very important as SWOT, 4P, customer’s needs, advertising and etc. During business or non-profit activity always need to pay attention on minor things which is improving a work. 

  • How did I learn it?

I learnt it on useful lessons of marketing communication. Every lesson gave me skills to improve my perception about the market and its aspects. 

  • Did I have any difficulties in the learning process?

Yes, i had. Because of English language. I need to understand every word due to it is important in the market. But it was very good experience to try go deep into the market in this way.

  • How did I overcome them?

I always read a lot about it and tried to translate every unknown word. It was not so easy and took many time but i overcame it. 

  • How will what I learned be important for my professional future?

The market is the most important thing in the business. For that reason my future work is connected with marketing communication. My experience which lessons gave me here will be very useful in my professional future. Every word which i heard in lessons time were useful details of puzzle which is creating my perception.

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Reklama

Chocolate

Paveikslėlis

Chocolate is a raw or processed food produced from the seed of the tropical “Theobroma” cacao tree. Cacao has been cultivated for at least three millennia in Mexico, Central and South America. The majority of the Mesoamerican people made chocolate beverages, including the Aztecs, who made it into a beverage known as xocolātl [ʃo’kolaːt͡ɬ], a Nahuatl word meaning “bitter water“. The seeds of the cacao tree have an intense bitter taste, and must be fermented to develop the flavor.

Chocolate has become one of the most popular food types and flavors in the world. Gifts of chocolate molded into different shapes have become traditional on certain holidays: chocolate bunnies and eggs are popular on Easter, chocolate coins on Hanukkah, Santa Claus and other holiday symbols on Christmas, and chocolate hearts or chocolate in heart-shaped boxes on Valentine’s Day. Chocolate is also used in cold and hot beverages, to produce chocolate milk and hot chocolate.

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  1. UAB “Mars Lietuva”

The company “Mars, Incorporated” exist a century but they always follow 5 principles:

  • Quality
  • Responsibility
  • Partnership
  • Effectiveness
  • Independence

UAB “Mars Lietuva” is a subsidiary company which works by these principles, too. This is the way to be sure that business activity is for people and planet.

This company is in Lithuania and it has more than 800 employees. “Mars Lietuva” is the biggest company in the Baltic countries which supply feed for pets to more than 20 Europe countries. They are manufacturing feed for pets which has known and popular brands in Europe as WHISKAS®, KITEKAT®, EXELCAT® and SHEBA®.

Moreover this company is producing sweets, chocolate and ice cream, too. In the all world they are offering know brands as MARS®, SNICKERS®, M&M’S®, TWIX®, BOUNTY®, MILKY WAY®. By the way, they also manufacturing products as rice and sauce which brand also is known as UNCLE BEN’S® and products which is suitable for pet caring as FROLIC®, CATSAN® and NATUSAN®.

SNICKERS® – one of the most popular chocolate in the world.

UAB “Mars Lietuva” is the company which is developing its activity all time and it is implanting progressive technologies, too. In this company they are applying principles of rationality management. The company’s activity was evaluated by prize of National quality.

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  1. „Kraft Foods”

„Kraft Foods” is the second of largest food industry companies in the world. In 1993 years they bought a factory of confectionery and they were the first company which entered into market of Baltic region.

“Kraft Foods Baltics” has knowledge, experience, practical skills and world-class business management standards which led to grown into one of the leading food producers in Lithuania, Latvia and Estonia. Its main office and the Chocolate Factory are located in Kaunas, Lithuania.

In Tallinn, Riga, they have sales and marketing offices which complement an efficient and dynamic team of nearly 600 employees. The company seeks to satisfy customers and consumers’ needs during the offering of high-quality chocolate, coffee and snacks.

The best known and most favorite “Kraft Foods” brands of chocolates by Baltic consumers are “Crown“, “Mania,“ “Milka”, coffee “Jacobs” and “Gevalia”, biscuits and crackers “TUC”, “Domino“, “Barni” ““BelVita”, “Pim’s”. Their brands have become the highest-quality and innovative marketing synonyms.

The company’s development and long-term strategy has always been based on responsibility in the following areas: sustainable development, balanced nutrition, the fight against hunger, health and well-being, food quality and safety, workplace culture, orderliness and fairness. They believe that their community-based projects, employee voluntary efforts and honest communication with customers, responsible marketing, respect for diversity, human rights and equal opportunities constantly build trust between employees, customers, clients and communities.

“Kraft Foods” motto – “Give a taste for today.“

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  1. “Nestlé”

“Nestlé” S.A. is a Swiss multinational nutritional and health-related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues.

“Nestlé’s” has some 8000 brand with a wide range of products across a number of markets, including coffee, bottled water, milkshakes and other beverages, breakfast cereals, infant foods, performance and healthcare nutrition, seasonings, soups and sauces, frozen and refrigerated foods and pet food. 29 of “Nestlé’s” brands have annual sales of over 1 billion Swiss francs (about $ 1.1 billion), including “Nespresso”, “Nescafé”, “KitKat”, “Smarties”, “Nesquik”, “Stouffer’s”, “Vittel” and “Maggi”. “Nestlé” has around 450 factories, operates in 86 countries, and employs around 328,000 people. It is one of the main shareholders of L’Oréal, the world’s largest cosmetics company.

One of the most prominent controversies involving “Nestlé” concerns the promotion of the use of infant formula to mothers across the world, including developing countries – an issue that attracted significant attention in 1977 as a result of the “Nestlé” boycott, which is still ongoing.

“Nestlé” continues to draw criticism that it is in violation of a 1981 World Health Organization code that regulates the advertising of breast milk substitutes. Groups such as the International Baby Food Action Network (IBFAN) and Save the Children claim that the promotion of infant formula over breastfeeding has led to health problems and deaths among infants in less economically developed countries.

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Also here are some interesting facts about chocolate:

  • Cocoa farmers (farms) around the world – 5-6 million.
  • People whose livelihood and survival depend on cocoa worldwide – 40-50 million.
  • Every year around the world collected 3 million tons of cocoa beans.
  • The annual cocoa demand growth – 3% throughout the last 100 years.
  • The time required to mature the first cacao-tree fruit (beans) – 5 years.
  • Fertile seeds of the tree are approximately 10 years.
  • Every year, cacao-tree yielding fruit 20-30, very fertile year – 50.
  • One fruit is 25-50 cocoa beans.
  • Chocolate should be 300-600 kg of cocoa beans.

PaveikslėlisThe chocolate is the most popular product in the world. People are getting crazy of it everywhere and always are satisfying themselves by taste of it. Especially it is very popular in celebration time. When people are presenting as gifts, also during the dessert time usually it is the first product which appears on the table. The market of chocolate is developed and for that reason costumer has to make decision of choosing the brand. It depends of brand’s popularity and of consumer’s taste.

The third experience…

  • What did I learn this week?

The most important what I learn this week was how shock advertisement is affecting people. I am not watching TV already more than one year but before I stopped to do that, I saw many advertisements in TV. I heard many advertisements in radio. I saw it in street but rarely saw shock adverts. In Lithuania cruel advertisements are not valid. However they show a few adverts but only in the light shock. But when started to see more into it, I realized how it is important. They just want to make people think more about our global problems. Moreover, I agree with that kind of advertisement. Due to they just want to help for humanity and The Earth.

  • How did I learn it?

I was very interested in shock advertisement. For this reason I search for photos and videos. I found many interesting things about marketing. Some of shock adverts are for to create better life. But others are just in commercial way. They just want to sell another product at that time when people will stop to use primary products. So, just search for some substance is helpful to learn something.

  • Did I have any difficulties in the learning process?

To understand adverts need to watch them and try to look into it from different side, not as customer but from professional side. This point was difficult for me because I do not have so much professionalism to look at it in this way.

  • How did I overcome them?

I tried to watch many advertisements and tried to figure out the main point of it. I was forming my approach of it.

  • How will what I learned be important for my professional future?

This substance and classes about advertisements will help to me in the future because I can use it in my future work. I will have a possibility to create shock advert and improve my work quality. It will help to reach the next level of my career.

Paveikslėlis

Shock advertisement

Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals”. It is the employment in advertising or public relations of “graphic imagery and blunt slogans to highlight“, also a public policy issue, goods, or services. Shock advertising is designed principally to break through the advertising “clutter” to capture attention and create buzz, and also to attract an audience to a certain brand or bring awareness to a certain public service issue, health issue, or cause (e.g., urging drivers to use their seatbelts, promoting STD prevention, bringing awareness of racism and other injustices, or discouraging smoking among teens).

For example, advertising agencies are becoming more creative in the fight against the Tobacco Industry. In my opinion, it is already the most popular way of shocking advertisement. Due to the number of smoking people already bigger than 1,1 milliard. It is reason why this global problem is so huge. First picture shows a man with bruises on his face. It means that they wanted to show how smoking is killing us inside. Also they are playing with colors. In advertisement you can see black and red colors which means that smoking is very dangerous as evil. Next pictures show others dangerous of smoking to our body. These advertisements are really shocking. Commercial believe that it helps to people stop to smoke and think about their health.

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Moreover people have another huge problem in the world. It is cars accidents. Many people are driving dangerous and when they are drunk. They are not using seatbelts and doing too many things through driving period as talking on the phone and etc. In Russia the company created a one shocking advertisement which shows stand with body which got there after the car accident. This advertisement shows that it can happen to everyone and everywhere. We are not safe in street, road and etc. We must to care about our environment, people, ourselves.

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One more shocking advertisement is about animals. People are misunderstanding how this problem is becoming into disaster. Many people like to use animal furs for their clothes. For this reason they are hunting animals. The worse thing is that this problem is growing. Many species already are written in The Red Book. For this reason the company created advertisement to shock people. Due to make us think about environment which surrounds us. In the advertisement you can see dead cheetah which was used as dress. It shows that people are cruel because they are using clothes which are made by animal fur.

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Finally, I would like to say that it is not wrong or good decision to show shocking advertisements. It is just one way of various others to make people think. This way is better because people have in memory just that kind of things which shocked them. So, if this advertisement helps people stop doing things which are destroying The Earth, humanity, animal and etc. then we can try to have balance of life. It is just one of many possibilities to change everything into good way.

My second experience…

  • What did I learn this week?

This week was important to understand how advertisement is included in our life. The main point of advertisement is that we all are connected with that all the time. We are watching TV, listening radio and we are seeing all stands in streets. It affects us every day. Most companies are using all types of advertisement to show them brand. The reason is to improve number of customers. Moreover I am one of these consumers which memorizing in my subliminal all these brands and sometimes I am using them products. In my opinion, commercials are one of strongest factor which is affecting our subliminal.

  • How did I learn it?

It was not so hard to understand. Due to nowadays everything is based on commercial which surrounds us in every step. The worse thing that everyone are available to understand it but we are too weak to say “No” for commercial. People can solve it but first thing what they need to do is to compare their life quality with advertisement and without it.

  • Did I have any difficulties in the learning process?

I have not any difficulties in learning about advertisement. Due to now it is part of our life. It was very interesting to go deeper to understand how it is important to companies. Moreover our subjects are connected with that and in the future we will need to use it.

  • How did I overcome them?

I need not to overcome difficulties because I did not have it.

  • How will what I learned be important for my professional future?

My professional future is connected with advertisement. I will be an administrator and I will be a company’s face. The best is to realize how much it is important to the company and how I can contribute in it. I will need to do a good first impression to our customers. I will need to maintain stands and others advertisements. Moreover if I will understand every part of advertisement then I can be important part of creating it. 

Paveikslėlis

Brand

A brand is a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.“

Brand elements

Brands typically are made up of various elements, such as:

  • Name: The word or words used to identify a company, product, service, or concept.
  • Logo: The visual trademark that identifies the brand.
  • Tagline or Catchphrase: “The Quicker Picker Upper“ is associated with Bounty paper towels. “Can you hear me now“ is an important part of the Verizon brand.
  • Graphics: The dynamic ribbon is a trademarked part of Coca-Cola’s brand.
  • Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.
  • Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.
  • Sounds: A unique tune or set of notes can denote a brand. NBC’s chimes are a famous example.
  • Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.
  • Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.
  • Movements: Lamborghini has trademarked the upward motion of its car doors.
  1. “Verizon”

“Verizon” is global company of internet and telecommunication. It was created in 1983 years as “Bell Atlantic” company after “AT&T” split into seven lower companies. Before Verizon was realized, “Bell Atlantic” connected with other local company of telecommunication. They are delivering phones, wireless and etc. “Verizon” is know in JAV and also already have more than 222,900 employees.

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  1.  “Coca – Cola”

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as “Coke”. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

 

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  1. Chanel No. 5”

Chanel No. is the first perfume launched by Parisian couturier Gabrielle “Coco“ Chanel. The chemical formula for the fragrance was compounded by Russian-French chemist and perfumer Ernest Beaux. It is the world’s top-selling perfume, reportedly selling a bottle somewhere in the world once every six seconds.

  1. “Kentucky Fried Chicken”

KFC (Kentucky Fried Chicken) is the world’s largest chain of fried chicken fast food restaurants, headquartered in Louisville, Kentucky in the United States. An “American icon“, it is the second largest restaurant chain after McDonald’s, with over 17,000 outlets in 105 countries and territories (December 2011). It was founded by Colonel Harland Sanders, who began selling fried chicken from his roadside restaurant in Corbin, Kentucky during the Great Depression.

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  1. “Lamborghini”

Automobili Lamborghini S.p.A., or simply Lamborghini, designs, engineers, manufactures and distributes Italian luxury sports cars. Lamborghini’s production facility and headquarters are located in Sant’Agata Bolognese, Italy. In 2011, Lamborghini’s 831 employees produced 1,711 vehicles.

Companies are using many types of brands to attract more customers. But they have the best choice which leads company to maximum profit. As “Verizon” is using a catchphrase, “Coca-cola” is using graphic and shape, “Chanel No. 5” – scent, “KFC” – taste and “Lamborghini” – movement. However, these companies are using all types of brands to reach maximum of company’s advertisement. Because more the company is using all parts of advertisement than more it has opportunity to be “The Company No. 1”.

USP and ESP

USP – (unique selling proposition) based on product features and related to particular attributes that differentiate one product from another.

ESP – (emotional selling proposition) advertising role became more focused on developing brand values, based on emotion and imagery.

Therefore to create a unique product then need to work hard. For example, the company must to research customer needs and generate ideas, also need to create products and adjust features of goods to make it desired for consumers, etc.

Moreover if company is looking just to satisfy minimum customer needs, it will be not be very attractive. Also it will be cheap product, specially, when consumer belongs to group of welfare recipient. But if production designed to follow fashion, to feel costumer maximum satisfaction, the company must to improve exterior and design.

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For example, cosmetics products are very popular in society including men and women. Cosmetic is proper to daily usage as toothpaste, creams, shower gel, shampoo, conditioner, etc. It belongs to USP market. But if it products for make-up, it is already opportunity to feel more beautiful, confident, etc, and it belongs to ESP. However, even the each product from USP market has some features which belong to ESP. For example, if shampoo is for daily usage or it is to cure dandruff, it is main feature of USP. It is just something unique what customer need. But if consumer is looking for beautiful package or for nice smell, it already is a point of ESP market. The main feature of USP is minimum people needs, but ESP is more improving consumer’s better life.

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Therefore new technologies are available to satisfy human demands. They are creating new products as digital camera, plasma TV, radio, computer, etc. Nowadays we have many new technologies which are improved by companies. For example, digital camera is usable for take a pictures. It belongs to ESP. Because of that people do not important to have pictures for surviving. People have memory. But it was invented to improve human life. Companies are still improving digital camera’s designs, exteriors and features to make it more desired, fashionable and attractive. It is very important if companies want to satisfy customer needs.

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Moreover the product as juice or fruit belongs to USP market. Due to it is important to human organism. These products have vitamins which is need to us to survive. Certainly, product’s price depends of the quality. Welfare recipient will buy less quality juice like it does not have one hundred percent naturalness. Others people who have opportunity will buy more expensive juice. Also, design and exterior connected with price and it belongs to ESP. It can be the same juice in beautiful packing and in the poor design box. People can use ESP if they have opportunities.

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Finally, USP and ESP is a part of market. Companies are using one of them or both to attract more customers. Products always have some unique feature which suits people needs. Emotional feature is more needed to increase company’s economy.

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