The company’s long history and its experiences are reason why company is one of the largest beverage companies in the world selling in 43 countries and more than 55, 000 retail stores all around the world. With its revenue growth of 25% (436. 3 million USD) and net income in 2012 of 43. 9 million USD and more than 600 million liters of carbonated beverages providing to households has the company to do something right. Is it really the product itself that makes the company so profitable or is it a mix of right used marketing and advertising tools and mediums that attracts many consumers? We will look at this in this analysis. Firstly, lets look in shortcut what the company actually offers and why their products are so special that their attract customers and make them buy it.
The price range of its products differs depending on what extra features does customer require. The cheapest SodaStream maker it is possible to buy from 59 Euros up to 199 which is the most expensive one (www. sodastream. sk, n. d. ) Every time, one gets out of Syrup it is possible to buy for 7,5 Euros. You can and possible have to after some time buy additional bottles, SodaCaps and Carbonators as long as they have certain lifetime as well.
People from company’s marketing department point out in their campaigns on benefits that these products offer; to those belong that consumers do not have to carry heavy bottles from shelves and shops to home, save space, save money in comparison when buying pre-packed beverages, and last but not least are eco friendly. Also they demonstrate that their products encourage healthy lifestyle (using less sugar and carbs in their syrup compared to traditional fizzy drinks of competitors).
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The Topps Company, among other things discussed later, is in the business of manufacturing chewing gum and confections. According to the Business and Company Resource Center, the Topps is involved in ten different industry categories. They are listed here with their respective SIC/NAICS codes: Commercial Printing (2759), Chewing Gum (2067), Candy and Other Confectionary products (2064), ...
All of these benefits represent actually the message that company wants to deliver through its campaigns.
Marketing department of the company has recently in year 2012 added to their target group restaurants, offices, hotel as well as resort segment (www. sodastream. com, n. d. ).
Their target group before consisted predominantly out of hypermarkets, supermarkets and different kinds of stores such as electrical, home and special dealers. The company is also selling online and through catalogues. To their biggest partners belong clients such as Harrods, Carrefour, Tesco, Costco, Macy’s and many others.
The goal of their trade advertising was to get as much big chain of stores as possible and encourage wholesalers, retailers and different distributors to promote and sell SodaStream products to their customers; and thus to reach as many customers as possible aged from younger generation to elderly people. According to a survey published on their official website, the biggest portion of their sales went to households and families with children. Company put an equal emphasis on advertising and sales promotion.
The right mix of consumer-oriented promotion when company offers free samples, rebates and coupons for its customers in retail stores together with trade oriented sales promotion (through special deals with wholesalers, retailers, etc. ) ensured SodaStream company a good reputation between both sides. Lets look what types of media and what appeal in them does the company uses for boosting its sales and for promoting its products. The most common as well as most expensive medium used is still television. SodaStream realize that the need for demonstration is for their product most essential.
They spent a lot of money for their TV commercials, especially on national TV stations running mostly during prime time from 7 to 10:30 pm at least 8-10 times during this period every day except weekends (www. sodastream. com, n. d. ).
In Slovakia there were running couple of TV ads of this brand and products as well. I am including 2 links below: http://www. youtube. com/watch? v=CgwKKlld_As&feature=player_embedded http://www. youtube. com/watch? v=nA_EGGni-9c Both of these ads were running frequently at least couple times a day on both most popular TV stations in Slovakia TV Markiza and TV JOJ.
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Executive Summary This report contains a marketing plan for a new and affordable repair shop in the San Antonio market. The new shop will be launched in the market and will tend to all types of customer’s needs, such as; tune-ups, engine diagnostic (free), oil change, engine cleaning, will be an exclusive high end smart watch. The gold and platinum watch with marble dial will be launched. The use ...
All of commercials use some kind of appeal that influences potential customers to purchase a product. This appeal used in ads “ speak to an individual’s need, wants and interest “ (Wimbush, n. d. ).
It triggers emotions with which masses of people connect and decide for purchasing particular product. In above 2 mentioned and one that will be described later in this work combination of several techniques was used. Humor appeals that make consumer laugh made also them to connect it later with positive emotion; rational appeal “focus on the consumer’s need for practicality and functionality” which this product certainly is.
You just push a button and drink is ready. Ads that have this logical appeal in them tell potential customers about benefits of the product, backed up by some proof. Also usage of some superlative words and catchy phrases such as how satisfied will consumers be can create on positive feelings and vibes about SodaStream products. Even though most of consumers liked these TV ads, there were certain companies in this industry that simply did not allow letting them be broadcasted during Superbowl 2013 because these ads were representing a potential threat to them. Why?
Because the spot banned by CBS was considered to be “too much of a direct hit to two of its biggest sponsors, Coke and Pepsi “ (Burns, 2013).
I am attaching the link to be seen what was so controversial about it: http://www. youtube. com/watch? v=68al-o2XSpE&feature=player_embedded From the video it is obvious that SodaStream wanted to point out on its biggest advantage, which is not wasting plastic bottles when making soda through their product. According to Parr (2013) “soda industry sells approximately 500 million bottles a day”, “that’s 14 billion bottles a month in the landfilled. Coke and Pepsi are rivals for a long time competing against each other comparing products to each other. This is called “card stacking” (Oak, 2012).
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So what seems unfair is that they did not allow SodaStream to show their ad during Superbowl. This is however, not the only time SodaStream was banned to broadcast their ad in TV. In Great Britain similar spot should have been broadcasted. I am attaching another link for that matter: http://www. youtube. com/watch? v=tE9U4mMqKP4&feature=player_embedded
SodaStream is claiming that they just wanted to point out on how important is to protect environment and that with their product it is possible. Whether this was/ was not smart move from creators of these TV ads it is hard to judge without looking on their costs associated with production of these ads and net profit before and after these TV spots. But in general they achieved that consumer find out about their product and discuss about it. And that is what ads should serve for- for grabbing attention.
However, TV spots are not the only medium used by SodaStream Company. They also use radio ads in specific times to reach specific audience in different times a day but with lower frequency as in TV. Both these mediums reach great amount of people, however not most of them. That is why they put a great emphasis on Internet/ web advertising and interactive internet marketing – by creating very nice, visual website, e-shop in different countries and ads (banners) on most frequently visited websites.
They have developed their own mobile application that can be downloaded for all users of android, iOS and blackberry platforms so that people that are interested in new products and news regarding the company can look for such information easily (www. sodastream. com, n. d. ).
Even though, SodaStream is company with a long history, they are adjusting to current market and demand quickly and that is why they want to spread their messages to consumers also via their Facebook funpage website, Twitter, Flickr (photos), blogs (SodaStream Global, USA MISS FIZZ) and Youtube Channel where all videos, ads can be seen.
Of course leaflets and catalogues can be found in every retail store where their products are being sold. Some of printed ads could be also in few magazines about healthy lifestyle such as in Emma, Sarm, Brejk, Adam and others. Probably for getting new clients such as mentioned above-hypermarkets, supermarkets and even new target group a personal selling; face-to-face meeting and email communication is required as well. To sum up SodaStream is one of the largest and most successful beverages companies in the world that has a great potential for future growth if the will continue to do a job as there are doing.
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Company Background General Nutrition Companies Inc. , was founded 65 years ago in Pittsburgh, Pennsylvania on the premise that Americans wanted to maintain control over their health. David Shakir ian founded the company. In 1935 he launched a dream of his by establishing a little health food store in Pittsburgh, Pennsylvania. He called it Lackzoom. The products that were offered at his store ...
Their overall marketing strategy seems to be very precisely developed, organized and well managed, which proves from year to year-increasing number of sales. SodaStream is trying to capture great variety of customers through different mediums and trying to communicate them even through TV, Internet ads or through different social media, and thus keep in touch and be able to response and adjust to any changes in demand quickly.
The message that they want to deliver through advertising and sales promotion is their mission as well which states “SodaStream seeks to revolutionize the beverage industry by providing a better alternative and environmentally friendly way for consumers to prepare their own refreshing carbonated beverages”.
