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Market Research

 

When observing competitors within the uk market for lucozade there are two primary antagonists for the GlaxoSmithKline corporation Red Bull and Coca-Cola`s Relentless  in 2012 it gained 17% in value share and is now worth £791.8 million making it the UK's third biggest soft-drinks category according to the Britvic Soft Drinks Report 2012. Red Bull was also particularly successful with its sponsorship of Formula 1 motor racing in 2011, with the Red Bull driver Sebastian Vettel winning the world title once again. In May 2012 Red Bull unveiled plans to launch Editions three fruit-flavoured variants in lime, cranberry and blueberry in the UK. The range is aimed at consumers who like the effects of Red Bull, but not the flavour this brought red bull directly into contention with the more heavily flavoured lucozade products up and until which point had held their quality flavours as a distinctly unique selling point within the uk. GlaxoSmithKline continued as the leading player in the UK energy drinks market in 2011, by accounting for an off-trade value sales share of 40%. This share was entirely accounted for by the company's iconic Lucozade brand. The company's off-trade value sales reached £498 million in 2011. The company invested £32 million in marketing and advertising for its Lucozade brand in 2011. An amount far above the already significant investments made by Coca-Cola in relentless and red bull after both suffered marketing flops with the sale of their branded energy shots leaving GlaxoSmithKline sitting comfortably at the top of uk energy drink sales.

Target Audience

 

My advert will more than likely fall into the firing line of Mainstreamers (those who purchase Brand products) and Strivers (seeking the reputation and approval of their peers that generically comes with the acquisition of branded products.)geodemography allows me to determine that with regards to property value informs me that the recipients of the products are likely to be renting a one bedroom property within a built up urban area, Financially speaking they are likely to fall within the working class salary of 25-27 thousand English pounds per calendar year. However I feel as though this is the least effective way to determine target audience as financially viability has little bearing on this particular type of product due to its low retail price.

When constructing a demographic profile the first area to examine I believe should be the broadest categories with this in mind my advert will encompass both genders and all ethnicities regardless of disabilities within an age range of 16-34. However being a sports energy drink product it will primarily target recreation and exercise enthusiasts.

Reebok Classics Presents: Reethym of Lite featuring Swizz Beatz (:60)
http://www.youtube.com/watch?v=8mFY9O7tumQ

Form:Anti Realist narrative,Animation
Style:Dramatic-By giving the advert a consistent dramatic element it again suggest to the viewer a different style of living and by taking a popular culture medium in this case dance it helps to enhance the adverts impact. the tag lines suggest to the viewer that they themselves must partake and move to the "Reethym of lite" (wordplay constructed for obvious intended advertisement purposes)
Codes and conventions:Mid shots,Wide angles,Close ups,Neon lighting,Strobes,Vibrant flashes.
Computer Graphics:Shattering glass box,Teleporting
Techniques:celebrity endorsement.
Characteristics of products or services:Brand identity
Regulation:
Voice over:
Dubbing :
Jingles :
Music tracks: International Party "Siwzz Beats" (Global R&B artist with multiple endorsement and record contacts) Being a platinum artist the tracks he produced are in effect chart sellers enticing addtional buyers to purchase his on take on a classi footwera brand. Rating 4/5
Special sound FX:

Foot locker Nike Air Max 90 Advert "I am The Rules"
http://www.youtube.com/watch?v=8JYDZagslHc&feature=fvst
Form:Anti Realist
Style:Dramatic-By making this particular advert overly dramatic it entices the viewer to immerse themselves in a more adrenaline fuelled culture to metaphorically take themselves a step up in their social standing thus enforcing their tag line "I am The Rules".
Codes and conventions:Neon,Flashing,Rapid edits,Royalty free music.
Computer Graphics:Animation
Techniques:Self perception,social position
Characteristics of products or services:Brand identity
Regulation:
Voice over:
Dubbing:
Jingles:
Music tracks:"Peter Fox" by using an anti generic soundtrack it indirectly applies greater emphasis to the products being modelled and demonstrated on the screen making it more of a complimentary soundtrack as opposed to a celebrity endorsed chart topper but is nonetheless equally effective. Rating 4/5
Special sound FX: Rushes of air, Timpani Drum pound.
Move to the beat of London 2012 commercial - 2 minutes
http://www.youtube.com/watch?v=lYcsbNtlbvg
From:Realist narrative
Style:Dramatic-This advert takes advantage of the greatest sporting competition on the planet in which there are dozens of deeply globalised partners one such partner is coca-cola by using celebrity endorsement and Olympic competitors consuming their product it reaches every nation concerned thus advertising itself to all the know world with its reputation and both direct and subliminal advertising you ll find the beverage practically sells itself.
Codes and convention's:Artificial lighting
Computer Graphics:Fireworks,LED Screen.
Techniques:Celebrity endorsement, Hidden and Overt advert
Characteristics of products or services:Brand identity,unique selling proposition.
Regulation:
Voice over:"Move to the Beat"
Dubbing:
Jingles:Coca Cola
Music tracks:Mark Ronson,Katy B-Global R&B artist with multiple endorsement and record contacts) Being a platinum artist the tracks he produced are in effect chart sellers enticing additional buyers to purchase Coca-Cola`s products. This is furthered enhanced by the use of pre recorded sounds comprised entirely from Olympic athletes performing in their niche element. Rating 5/5
Special sound FX:Athletes.
Happy Feet - James Villa Holidays
http://www.youtube.com/watch?v=tdwfxYHBdRQ
From:Realist Narrative
Style:Humorous-The chief style if not only detectable style in this advert is humour obviously intended to appeal to the target demographic of family's by incorporating key features into its content these include child's playtime swings,beaches etc ( imitable for the younger members therefore making it relate able and enjoyable.) Furthermore this benefits the parent if the company can provide the children with simple recreational activities facilitated by the children themselves it leaves additional time for the adults to relax (as seen during the advert in which an adults lower body can be seen rocking back and forth upon a hammock in the sunshine). in addition the adverts tag line is constantly applicable due to the fact that those concerned can be seen dancing with joy throughout.
codes and conventions:Mid shots,natural lighting,Happy Feet Soundtrack "Kermit the Frog"
Computer Graphics:None
Techniques:Celebrity endorsement.
Characteristics of products or services:-
Regulation:
Voice over:"James Villa Holidays(Terms and conditions,Booking details)"
Dubbing:
Jingles:
Music Tracks: Kermit the Frog "Happy Feet"- A recognisable skit from a critically acclaimed and award winning TV and film character who has though out the decades been associated with joy and laughter which the advert producer has attempted to capture the essence of within this minute long production instilling the same feelings of comfort and pleasure within the viewer as those of the characters depicted on screen. Rating 4/5
Special sound FX: