Advantages Of Using Radio As Medium Of Advertising

Published Date: 02 Nov 2017

1A.

Objectives

Our company is launching five purely natural juice combinations under the brand name Floomajuice for different types of consumers starting from the age of 14 years to 60 years.

To increase Floomajuice market share and its range of products in Scotland.

To obtain at least 15% market share of Floomajuice market in Scotland from May 2013 to Oct 2013.

Floomajuice will develop new marketing strategies to capture maximum share.

We will aim to build customer database of at least 150,000 households by Oct 2013.

We will aim to reach at least 60% of people about our Floomajuice brand in Scotland.

Predicting and satisfying customers needs for better natural fruit juice.

We will be analyzing the marketing trends.

Analyzing the competition with our competitors in the market.

Predict the changes and surmount the effects on Floomajuice.

To increase positive perception among its customers.

Increase Floomajuice brand awareness by intense advertising.

Competition

As we are coming up with a new product Floomajuice, will be competing with major beverage companies which also provide juice drinks and market share has been taken in to account as they are the prime competition.

Targeted audience

We will be targeting all age groups of people all over the Scotland for Floomajuice product.

Market environment

The political factors, technical factors, economic factors and cultural factors which would effect for the launch of Floomajuice and finally its success.

Marketing Mix

To create brand awareness for Floomajuice products among the indented consumers with in scotland, we will peruse various kinds marketing activities.

I have conducted research on Scottish consumer market, and found that there is a good demand for pure natural juices like our brand i.e. Floomajuice and in order to make Floomajuice product successful, we will need to combine different marketing techniques effectively.

We plan to launch new brand called Floomajuice in to the market which is pure natural juice not from concentrate. we will be launching five different fruit juice products which are as follows

1. Natural Orange

2. Pomegranate

3. Mango

4. Blueberry

5. Cranberry

Strategic Advantages

Floomajuice will be marketed in Scotland as Scottish people expend more money on juices. As Floomajuice being tasty, nourishing and low on calories as its not made from concentrate fruit juice. Floomajuice range of drinks also helps people in controlling cholesterol and reduces the risk of cancer. Our product is aimed to reach all age group targeted audiences, primarily focusing on the health and taste conscious people of Scotland.

Circulation

Floomajuice will be distributed at all local stores and supermarkets throughout Scotland, this will help our company to have better sales of our product.

Strategic & Marketing Alliances

Floomajuice will not leave any stone unturned in the effect of reaching the targeted audience. We will promote the product using tactical combination of electronic media, print media and outdoor media. we will use television commercials over the news, health and entertainment channels. We will place ads in magazines i.e. Good house Keeping, Sky Magazine, Sky Sports, BBC Top Gear, Reader's Digest and Men's Health and news papers like Sun, Metro, Guardian etc.. we will also put ads in Sunday special edition news papers which will help us to reach large number of audiences.

We will use social media like Tweeter, Face book for promoting our Floomajuice product. We will use outdoor advertising like billboards, which will have the attention of the audience. We will also put promotional outlets near major supermarkets and offer free sampling of the Floomajuice products.

2A.

An important step to promote marketing and sales of Floomajuice range of products is to select appropriate media..

Below are the benefits and drawbacks of using various media for advertising Floomajuice as follows:

Newspapers

Newspapers are the most traditional ways of promoting business and awareness among the targeted audience.

The advantages of Newspapers are

Newspapers allow us to reach large number of people as everyone likes to read newspaper.

We can purchase ad size of any dimension depending on our requirement in newspapers.

We will have the advantage of telling the customers about our product by using large space in the newspaper.

With the help of newspapers we can customize our ads, according to the current market requirements.

Ads placed in newspapers can be seen multiple times by various readers till the newspaper is discarded.

Disadvantages

Ads rates can be really high based on day we decide publish the ad according to the market demand.

it can get really difficult to capture our customers attentions if there are lots of other similar ads that are present in the same page.

Poor photo reproduction can limit the creativity of our ad in the newspaper.

Once we publish our ads in newspapers, our competitors may copy or enhance the way that promote their ad in the newspaper.

Magazines

In order to reach our intended consumers, magazines are a good alternatives to newspapers. The biggest advantage of magazines are that they are very focused and on the other hand they are more expensive .

Advantages of using magazines as medium of advertising are

It allows our company to have better targeting of audience as we have the option to choose magazine publications that cater our specific target audience.

High reader involvement in magazines which means that more attention is given for our advertisement.

Publishing ad in magazine provides better and high quality of paper, better colors and better reproduction of our ads. Which will help our company to know that there is a better product out in the market for audiences.

Disadvantages

We need to plan weeks in advance to publish the ad in magazines as they are more competitive and most often booked in months advance.

Publishing ad in magazine has limited flexibility in terms of placement and format.

Buying space in magazine to place ad is higher compared to placing ad in newspaper.

Radio

Advertising in radio is an universal medium enjoyed by people at one time or another during the day. It might me at work, home or even while traveling in bus or car.

Advantages of using radio as medium of advertising

Advertising in radio helps us to promote our product to everyone in Scotland.

People tend to respond to the ad as the medium has sounds and voices.

Advertising in radio is relatively cheaper.

Radios have less inflation than those of other media.

Disadvantages

As radio listeners are spread over many stations, we have to advertise simultaneously on radio several channels to reach our targeted audiences.

Listeners cannot go back and listen to the ad once they miss in that particular time when the ad is aired.

Radio is a background medium and most listeners listen to radio while they are doing some or the other work, which means that our ad has to go on air more number of times in a day.

Television

Advertising on television gives us the opportunity to reach large number of people throughout the nation in a short period of time

Advantages of advertising on television

Advertising on television helps to promote our Floomajuice more efficiently as it is based on image and visual medium and offers the ability to convey our message with sight, sound and motion.

Television channels like Channel4, e4+1, ITV etc are watched by most of the audience. Hence advertising on these channels will promote Floomajuice.

Disadvantages

Advertising about our product on television is short and may require to place the ad multiple times in the desired channels.

Advertising on television channels is concentrated in local broadcasts channels and station breaks which people might ignore them.

Advertising in Commercial breaks are often sold out far in advance.

Advertising on television is the most expensive medium in terms of airtime, creative and production of the ad

Social Media Advertising

Web has revolutionized the way we communicate over the last two decades and now with the proliferation of social media, it has revolutionized the way we socialize with others. Sharing videos, photos, opinions and sometimes advertising what they love. Since all this interaction takes place through the networking site and we know a lot of information about the user, there is a huge potential for us to customize and promote Floomajuice product line.

Advantages

Lots of people spend a lot of time on social media, and this provides for a great way to build

relationships with our clients and personalize our promotional efforts.

If targeted at the right audience with the right promotion, it can have cascading effect if customers

share our ad/offer with others.

We can generate awareness about our product indirectly through our own social media profile and

encouraging users to add/like us.

It is relatively cheap and highly personalizable to advertise on social media.

Disadvantages

Some social network users don't pay too much attention to advertising and maybe be turned off in a

negative way

For small businesses, it may be difficult to leverage social media to create awareness about their

products as it is hard to gain the initial momentum

It is important to portray a humane side of the company by creating awareness and teach the

importance of juices, rather than directly trying to sell a particular product

Banner Advertising

Banner advertising is the oldest form of online advertisement. Some forms of banner advertisements

include vertical ads and top level banners. Sometimes it can also include popup and so on. Costs for

banner advertising can be click based or based on banner location on the website and also varies with

number of visitors to the website.

Advantages

A lot of advertising agencies are offering competitive pricing for Banner advertising which resulted

in a downward pressure on costs making this medium cheap and effective.

Proper location and well-designed banner ads on prominent websites can result in high traffic rates

to our product.

Effectiveness of these ads can easily be measure and fine-tuned on a regular basis as all the information about which banner ad was clicked and which website was the ad on are easily available.

We can also focus our banner ads on websites most frequented by our targeted customers resulting in

better ROI.

Disadvantages

Ill placed or too flashy banner ads are sometimes seen as annoyance and can create negative

impression on the brand.

If banner ads are placed in popup or new windows, there is a likelihood that ad blockers may

completely block them

Due to over-saturation of ads and poor designs of banner ads, the convert rates are very low even if

click through rates are high.

3A.

Target Market

Primary Market

Our main target will be professionals and parents aged between 25 to 60 years of age.

People are more aware of the health issues and are more concerned about it.

The importance of organic juices.

Tend to take rich nutrition and which tastes better.

Concerned about product quality as well as price.

Secondary

Secondary market would be youth and kids aged between 14 to 25 years of age.

Likes to drink cool stuff

Choice depends on current fad.

Prefers to consume cold brevagious

Prefer inexpensive drinks.

They are highly susceptible towards online advertisements and TV ads.

Strategy

Promotion:

Floomajuice brand and its range of natural juice products awareness program by using TV, radio commercials, news paper, magazine and web promotional ads in Scotland beginning of May 2013 to the end of November 2013

Product:

Product range from 200ml,500ml, 1 liter and 3.5 liter

Distribution:

We will be using supermarkets and retail stores as our distribution channels.

Promotional Strategy

Promotion

Free Floomajuice offer in major supermarkets in Glasgow, Edinburg, Sterling, Dundee, Perth, Aberdeen and selected stores on June 2013. Free Floomajuice t-shirts would be distributed to customers who purchase the product in selected retail stores. This promotion will be done in the month of June 2013.

Public relation

We will be publicizing the heath facts of natural fruit juice and associate these facts with Floomajuice to create its image as heath and relate to longer life. Consumer health stories related to Floomajuice might be a good idea to arouse interest in others. EX: Consumer reduces cholesterol by drinking Natural pure Juice.

New web site and discussion board will be designed.

Our advertising aim is to highlight the health fact of Natural Floomajuice.

Drink Floomajuice continuously to derive benefits of natural goodness.

Creating awareness about Floomajuice products.

Floomajuice will be producing natural juice at reasonable price compared to other artificial juice products that are existing in the market. Consumers who look at their monthly budget don't wish to opt these products because of the high price strategy. There is not even a single company in the market at the moment that would compete with Floomajuice products which are natural and free from artificial chrematistics. Our aim is to make sure that consumers are switching over to Floomajuice and capture the market share.

When our product price is low comparatively to the existing products in the market, people will tend to try our product which would eventually gain high market share.

Our product will give the best quality of fruit juice to customers.

Advertising:

Floomajuice will be the first pure natural fruit juice going to be introduced in Scotland. The positive effects on health from this juice and its taste are probably unknown to consumers.

Sales Promotion

We will be giving out samples to the customers who come for shopping in maijor stores like ASDA, Sainsbury's and Morison's.

Public Relation

We will publish the benefits and overcoming health issues by consuming natural fruit juice.

We will design a new website for Floomajuice with blogs and discussion boards which would help consumers understand the importance of health.

Direct Marketing

Advertising about Floomajuice in Scotland, we will be using different kinds of media like TV, Newspapers, Radio Channels and magazines. This way we tell consumers the there are lot of health benefits by consuming our product compared to other products that are available in the market.

Feedback from customers

We will be conducting focus groups to analyze the market for Floomajuice for future product development.

4A.

Market and External environmental factors

In our research we found the amount of money spend on fruits and vegetables is very high among Scottish people. Hence there is high likelihood that our product will be successful in Scottish market.

Social and cultural factors

Modern societies are more multicultural than ever. We see different kinds of religions, food habits, choices and so on. But due to a lot of awareness about healthy food, consumers are searching for better and healthier foods. The cost of our fruit juices need to be comparable or more economical than the cost of individual fruits, this way all the classes of people can afford healthier choices of fruits in an economical way.

Technical Factors

Numerous breakthroughs in the field of technology are changing our lives in a rapid way. With new advances, we may be more effective in the way we extract our juices and the way we package them. Attractive bottles and labels also help in product promotion and these change as technology changes.

Legal Factors

Recently there has been increase in awareness about health and nutrition. As a result a number of laws have been passed by the government, since our product is pro health such changes will be in our favor.

Needs of different target segments are as follows

Health

Increasingly health conscious consumers have increased the demand for natural and healthy products. Lot of negative publicity around carbonated sugar drinks has pushed the consumers to opt for natural fruit juices which are free from artificial ingredients.

Convenience

We need to package our product according to different kinds of consumers and different activities. For example we can come up with a 200ml for kids which would be easy to carry situations and we can also come up with value packs ranging from 1leter to 3 liters for household consumption.

Taste

The most important factor of our product is great taste, that should be one of the reasons why consumers would like our product.

Age Appropriate

Young people are one of the major segments for beverage consumption in Scotland. Adults are our primary target audience as they are very health conscious and with all the benefits that Floomajuice has in it and sure would be a successful product in Scotland.

SWOT Analysis

Strengths

Floomajuice range of products are made of fresh fruit juice and not for concentrate.

Floomajuice is high on minerals and energetic.

Floomajuice is priced reasonable and has attractive packaging.

Our product is health conscious and anti-oxidant.

Weaknesses

New brand product in market.

Not easy for customers to switch from their regular brand of juice.

Opportunities

Floomajuice brand can become major competitor in the market.

Threats

Competitors would introduce same kind of products in to market.

MARKETING STRATEGIES

Health professionals and people who are conscious and want to improve their health aged between 25 years to 60 years of age.

Solutions for health problems.

Providing awareness of heart and cancer related diseases to consumers.

Influence by the facts and scientific research on taking natural fruit juices.

Living longer and healthier.

Don’t care about price

Importance of Brand image.

5A.

Marketing Implementation Schedule

Media

May

2013

June

2013

July

2013

Aug

2013

Sept

2013

Oct

2013

Paper













TV







Radio









Web













Free Sampling





Promotion Media Timing Chart

Media

Rate

Number

Total Cost

May

2013

Jun

2013

Jul

2013

Aug

2013

Sep

2013

Oct

2013

News Paper and Magazine ads

Metro News Paper

10000

8

80000













Sun News Paper

15000

4

60000









Guardian News Paper

15000

3

45000







Weightwatchers' Magazine

20000

Per Issue

3

Issues

60000







Women’s Health

20000

Per issue

3

Issues

60000







BBC Good Food

35000

Per issue

2

Issues

70000





Men’s Health

20000

Per issue

3

Issues

60000







Slimming World

Magazine

15000

Per issue

2

Issues

30000





TV

commercials

Heath

programs

30 sec @2000

8

16000







News

30 sec @1000

16

16000







Radio

Capital FM Scotland

3000$ per week

24 weeks

72000













Absolute Radio

2500$ per week

24

Weeks

60000













Sooth Radio UK

2500$ per week

24

Weeks

60000













Billboards

Subway

10000$ per month

6

Months

60000













Shopping Malls

5000$

per month

3

Months

15000







Bus Ads

316$

Per month

6

Months

1896













Free

Sampling

Sainsbury Supermarkets





Morrison Supermarkets





ASDA Supermarkets





Web

MSN

15000

Per month

6

Months

90000













Google

25000

Per month

6

Months

150000













Face book

25000

Per month

6

Months

150000













Tweeter

15000

Per month

6

Months

90000













http://www.psvmedia.co.uk/bus-advertising-prices.html

Evans, J. (n.d.). The advantages and disadvantages of magazine advertising. Retrieved from http://www.emeraldfrog.co.uk: http://www.emeraldfrog.co.uk/the-advantages-and-disadvantages-of-magazine-advertising/