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https://docs.google.com/a/smcdsb.on.ca/presentation/d/1uP2FEvodog5bc6RxwRCZXi1uoj1vAWbUdLY8P-7n9Vw/edit?usp=sharing

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Background
- The Body Shop is an original, natural and ethical beauty brand, with over 2,500 stores in over 60 markets worldwide.
- Every product is animal cruelty free, vegetarian, and uses raw ingredients. They are the first international cosmetics brand to be recognized under the Humane Cosmetics Standard for Against Animal Testing policy.

- The Body Shop also has their own fair trade program called Community Trade. They believe this level of commitment to trading fairly is unique in the cosmetics industry - it is what makes them different.

- The Body shop offers a wide variety of cosmetic product's ranging from bath products, lotions, fragrance mists, etc.

- They have a sister store called, “The Face Shop” that specializes specifically in facial skincare

- Their goal is to become the most ethical and truly sustainable global business

Target Market
The Body Shop has range of customers from middle to upper class who are both women and men. The brand began with women’s products. More recently it has started to focus on male products and advertising towards males. The Body Shop’s main target audience are 20-55 year old women. Since there are store locations all around the world, they must offer different products according to the culture, the weather and/or the religion of the country where the brand is located. For instance, in Muslim countries, The Body Shop sells products which don’t contain alcohol in its formula. The Body Shop’s customers want natural and healthy beauty products and are really concerned with the importance of sustainability, so they meet the needs of its customers.  Many customers are attracted to companies that take social and environmental issues seriously.

Strategy
Core Values:

Human rights

Environmentally friendly

Caring about the planet and animals

Natural

Social and environmental benefits

Activate self esteem - equality

Mono brand retail: you can only purchase these products in their own stores

The current “trend” that many people are following or taking interest in is veganism. Products that are environmentally friendly, cruelty free, and natural are becoming increasingly popular among consumers so The Body Shop is an inexpensive and trendy location to acquire products that hit these elements.

This is part of their strategy they have taken an organic stance to differentiate themselves  Promotion

The body shop does little advertising on their product's because they regard stores as the most effective platform to advertise themselves.

Their marketing campaigns and promotions do not focus on promoting the products, they focus more on global issues and helping the environment, nature, animals etc.

Promoting awareness for global issues

Focuses a lot on ethos

They promote their products by using the friendly, good-for-the-environment, natural stance

Opinion

They introduced this initiative to make themselves different

The organic industry and natural, healthy living is a huge current trend

Big industry (cosmetics)

They lead in the natural cosmetics industry because of their strong core values and strong brand image

They are the originals

They have good publicity

Consumers recognize their genuine care for the environment which makes many of them brand loyal and spread word of mouth

They benefit from little product advertisement because, they are showing that they care a lot about the environment and global issues rather than a business that is money driven. Other businesses may claim that they produce natural products to help the environment but only use this angle to gain customers and sell.

Despite little promotion and advertising they are succeeding in the market and have many loyal customers. We believe that they are doing well, however, we also believe that in the future they should focus more on marketing and advertising in order to become even more successful. This could be advantageous for their company. They should also ensure that promotions do not interfere with the foundation of values that they are built upon, doing so may result in loss of loyal consumers.

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History:
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History:

From 1957-1991 Dove used to advertise their soap as a beauty product, saying that it would make you prettier because your skin would be softer or it would help you stay younger looking.

In 1991 to the present date dove turned their campaign around and started advertising to all women and making them feel beautiful for who they are.

Target Market:

Dove’s target market and their ideal consumer are all women. Dove promotes equality and that all women should feel beautiful all the time. Although their main target audience is women, they also have some products that are meant for men such as soaps, shampoo, etc..

Strategy:

Doves strategy is to know their customers, personalize their campaigns and collect more data. Dove advertises to women of all ages, shapes, colours and sizes and makes them feel beautiful, this gives them a very large audience which leads to a lot of consumers for their products.

Promotion:

Customers and consumers become informed of Dove’s products because of their advertising on TV, Twitter, Instagram, Facebook etc… Their commercials are very powerful in terms of equal rights among women and making them feel appreciated and worthy. Dove proves that women don’t need makeup or photoshop to feel beautiful, but that they are more beautiful in their own natural skin.

Opinion:

In our opinion we think this company introduced this marketing campaign because it stands out from all other beauty campaigns, dove focuses on young girls and how they will feel, they focus on making everyone feel beautiful and they encourage women to love themselves. They benefit from this because it makes the consumers feel like they really care. We think they are doing a very good job with their ads and the way they present their business, it makes us want to purchase their products and makes women feel personally loved by the company.

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Background

Coca Cola is one of the most recognizable companies around the world. They sell many drinks such as Coke, Nestea, Sprite, Fanta and many other popular drinks.

Target Market
Coca Cola’s main target market is families particularly the mother who tends to do most of the shopping for the family.

Coca Cola also targets men between the age 18-34 with in game advertising, individuals who game for extended periods of time will be interested in Coca Cola as a way to refresh themselves during game time.

Description of Strategy

In game advertising is when a company pays for their ad to be placed somewhere within the game so that the player(s) will see this advertisement and hopefully follow the advertisement to their product. Both the advertiser and the game company benefit from this because it creates revenue for the game and spreads knowledge of the product in the advertisement.

https://www.youtube.com/watch?v=7wt5FiZQrgM

Coca-Cola staged an event with Twitch (A live streaming company) last year where they brought four gameplay live streamers to Coke’s headquarters in Atlanta, where they proceeded to compete against each other in various games which was broadcasted live for hours. The results were so good that the companies plan to do it again.

Promotion

Consumers/customers are informed of Coca Cola’s initiatives by Coke’s constant involvement with the community through social media, including in-game platforms such as PC, Xbox, Playstation.

In-game coupon codes can be discovered through IGA and are redeemable on any purchase of Coca Cola products, this is an extremely effective method to encourage gamers to keep an eye out for in game advertisements in order to benefit themselves.

Opinion

I think that Coca Cola introduced this initiative because it is an easy and effective way to get an advertisement out to a demographic that is becoming more and more isolated from traditional advertising. Coca Cola benefits from in game advertisements because gamers choose Coca Cola as their first option as a beverage to refresh from their extended gaming period because of these ads. Yes, I think Coca Cola is doing a great job because they have increased sales from their in game advertising strategies.

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Toyota - Internet Advertising- David and Kyle

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Toyota - Internet Advertising- David and Kyle

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Toyota background:
Toyota is a japanese car company that is ahead of the foreign car companies such as Volkswagen or General motors due to their quality and price comparison to be better than the usual car companies. It is the world's largest hybrid electric car producer. They are always looking to improve their brand as best as possible. Sakichi Toyoda was the original founder of Toyota but did not have the chance to truly see what his son was capable of. He died when the company was just starting.

Target Market:

The target market of Toyota vehicles varies widely. They generally have different advertisements for different cars, at different price points, seeing as they sell a wide variety of cars between about $11,000 and 70,000. For example; the Toyota Yaris, a cheap car, would have a more youthful advertisement, meant to draw in teens, while a more expensive car (ie. the Toyota Highlander) would have ads directed more so at the older car shopper market, as it would be more likely that they could afford a $50, 60, or 70,000 dollar car.

Description of strategy:

Recently, Toyota has been focusing more and more on it’s use of internet ads to appeal to a much wider array of consumers. Toyota's primary focus on consumers has been millennials, mainly with their advertisements of less-expensive cars, and also their Prius hybrid, which is being marketed as a “greener way to travel” Their use of various different internet ads has proven to be fairly successful as they are the largest car manufacturer in the world, and they are predicting major growth in the next few years (5% YOY). They are also using internet advertising to promote different places where they will be hosting events (for example, their recent efforts in “win a toyota” and promoting it using their website, instagram and twitter.

PROMOTION

Its very easy to obtain what Toyota is doing,they're are so many commercials out there that explain what the company is doing or planning to do. The news also tells you about what companies are planning to do with their company. Super bowl advertisements from toyota are becoming more common with their interest in these sort of advertisements. They also use average car promotions like employee pricing which has had great success in the last year. Advertisements are a must with these type of companies. They are very successful making both quality and yet realistic prices that are acceptable by their age target market.

Opinion:

Overall, Toyota’s advertising strategies have been fairly successful over the years, with it being one of the most influential car companies on the market.

Although their advertisements are not too unorthodox, they are inoffensive, sometimes funny (car genie ad series), but also very telling of the product.

We think that Toyota’s internet advertisements are doing well because of their efforts to relate with the millennial market.

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Target Market of Apple: Apple's target market is mainly teenagers, but also business people and adults.

The main ages of these people are approximately 15-60 years old. As Apple products are becoming more developed , some people of the elder ages would be unaware of how to use these products. Also, the computers could be used very well for business companies. And features such as face time and imessage work well for teens and others to talk

Background Information:

Founded by Steve jobs and Wozniak in 1976 the company has become an international superpower in the world of technology. They sell such things like phones, computers, ipads, etc...

Description of strategy: Social Responsibility

An ethical framework suggests that an entity, be it an organization or individual, has an obligation to act for the benefit of society at large. Social responsibility is a duty every individual has to perform so as to maintain a balance between the economy and the ecosystems.

Promotion: Apple is doing a “RED” to support the research of Aids.

They Are making a lot of there products and even apps on the App  store  red in order to support aids

They are donating 1 dollar from every purchase towards aids research.

Up to this date, Apple has raised up to 120 million dollars and continue to raise more to try to prevent this disease.

They are showing this on their website and app store.

Opinion: We believe that Apple has a very good promotion going for them. As aids is a very serious problem, a big company like apple who is taking such a stand to this disease, will influence others to do the same. Apple has raised 120 million dollars to this date and will continue to make more as the years go by.

We believe that Apple is doing a Good job because they have such a big impact on the consumers today as alot of people these days have at least one apple product.

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Part A: Background

Bacardi is the largest privately held, family-owned spirits company in the world.

The company was originally known for its Bacardi white rum, but it now has a portfolio of more than 200 brands and labels.

Founded in 1862, and family-owned for seven generations, Bacardi employs 6,000 people, manufactures at 29 facilities in 16 markets on four continents, with sales in more than 150 countries.

Part B: Target Market

The ideal consumer is males or females from the ages 19 to 60.

Most advertisements market the product white rum.

Part C: Description of Strategy

Social responsibility;

Revolves around The Consumption of Alcohol

Bacardi is committed to educating legal drinking age consumers about responsible drinking to ensure they can make informed choices about how they consume alcohol.

The Company has had a strong heritage of promoting responsible drinking since its first advertising campaign focused solely on this topic in Mexico in the 1930s - long before social responsibility was on the radar.

This advertisement markets the idea of drinking responsibly

Part D: Promotion

Their award-winning global responsible drinking campaign, “Champions Drink Responsibly”, is a multi-media campaign launched by family-owned Bacardi Limited in 2008.

This campaign titles Rafael Nadal as the Bacardi Limited Global Social Responsibility Ambassador and demonstrates the Bacardi commitment to communicating important social responsibility messages relating to the consumption of its products.

As the Global Social Responsibility Ambassador and face of the “Champions Drink Responsibly” campaign, Rafael allows Bacardi Limited to capture the world’s attention.

Rafael is a known professional tennis player with an instantly recognizable and admired personality to take the social responsibility message even farther than before.

With Rafael, “Champions Drink Responsibly” focuses on its core responsible drinking message, inviting consumers to follow the “Champions Way,” making responsible choices to ensure everyone’s safety and enjoyment.

Part E: Opinion

We think Bacardi Limited introduced their social responsibility revolving around drinking responsibility because they want people to enjoy their alcohol but to be responsible at the same time. This shows that they care about all of their customers instead of caring about just the money.

They benefit from this because consumers realize that the company cares for themselves and drink from that company instead of another one.

We think this company is doing a good job because they have reached a wide audience by this worldwide. since the “Champions Drink Responsibly” launch, the campaign has already engaged more than 37 million consumers. Bacardi is reaching a larger audience by launching new advertising featuring Rafa as the Champion and having these advertisements illustrate aspects of responsible drinking. This campaign successfully engages consumers through a variety of traditional media, as most consumers are online and very social. This includes YouTube®, with its own dedicated channel and a Facebook page. It is also supported by its own website, where consumers can learn recipes for alcohol-free cocktails and discover useful tips on enjoying a night out responsibly.

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Background
- Lush makes organic and vegan bath, body, hair and makeup products.
- Their slogan is "Fresh Handmade Products" because all of their products are made in-store, you are always receiving well-made products with lots of love and care put into every one.

Target Market
- People who are passionate about organic and vegan products that don’t test on animals, this is also targeted to people who are a part of the PETA organization.
- This is also targeted at people who enjoy locally made products because all of their products are handmade in store.

Description of Strategy
- Lush gives back to the community and world in many different ways such as saving the environment, working with charity and saving the animals from testing.
- Lush strongly supports fighting against animal testing, the company does not believe in testing any products or ingredients on animals in labs.

Promotion
- The Lush website delivers a plethora of information on the different charitable works throughout the company.
- Twitter, Facebook, Instragram and their email where you can share your stories, or contact the company.
- Lush also distributes their magazine when you purchase products at the store, which contains charity stories and catalog information.

Opinion
- Both Kyla and I really enjoy the lush products because we strongly care about organic ingredients and animal testing.
- This is also very important to Emily because she is really involved with PETA and not consuming animal products.

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Fighting Animal Testing: Cruelty Free Cosmetics