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BU2520 Principles Of Marketing

tag 0 Download 0 Pages / 0 Words tag 21-06-2022
  • Course Code: BU2520
  • University: Trinity College Dublin
    icon is not sponsored or endorsed by this college or university

  • Country: Ireland


Product Features

Samsung marketed their  VR gear here by promoting virtual reality as a mainstream thing. The special product features mentioned in the campaign are micro USB connection, dropping users right in the centre of action. The product features mentioned in the campaign would be alluring to the tech savvy target audience and other loyal Samsung consumers. 

Product Benefits

Volkswagen created this advertisement to promote their new car, the Jetta and how sturdy and safe it is for the passengers. Instead of talking about horsepower, the commercial talks about its safety features to convey to the consumers about the main benefits of driving it – especially in a car crash. 

Type of User

Nike launched its Lava Dome series of shoes as a part hiking boot, part runner and  a new concept at its time. It recently got a  re-launch as Lava Dome Ultra for providing with additional light-weight comfort. It specifically targeted men who were looking for a comfortable hiking shoe, with a hint of outdoor-tinge. 

Usage Occasion

Miller Lite’s advertisement campaign “It’s Miller time” is looking for breathing life into its product and target the social aspect of the brand. It targets the audience who look for a refreshing time after work with friends. The brand is also in partnership with Bellator MMA  for their events. 

Cult Positioning

Ben & Jerry’s ice cream has a sort of cult following. At the time of increasing division in the country of United States during the elections, the brand called out to the fans all over and take a stand together for a more united community. As always, the brand managed to melt hearts with its sweet ad, just like its ice creams, and a heartwarming missive. 

Competitive Positioning

In this advertisement from Halloween 2013, Pepsi was trying to directly take a jab at their rival Coca Cola with the tag “We wish you a scary Halloween!” The idea was to portray the brand’ s competitive relationship with Coca Cola and  the importance of brand association. The slyness of the ad is evident in the way it alluded to Coca Cola as being a scarier soda option. Coca Cola’s seemingly unofficial strike back ad is a quite brilliant response. 
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