Marketing and Public Relations

Task 2. – Case Study 1

This case study is called Barbie Street. In 1977 toy giant Mattel announced a ‘pink month’ to boost sales of their bestselling doll Barbie. The centrepiece of the campaign involved re-decorating an entire street in a bubble gum pink colour. An estimate was made to show the media coverage of 100 million people. The street was painted completely, including the floor, doors, windows and roofs. A five-figure sum was given to the local community groups in return for the permission to temporarily transform 70 residents’ homes. They have researched and analysed their market in order to attract the right people and to find the best way to communicate. They have targeted girls and women, due to the popularity of the Barbie doll seen to be a popular item amongst young girls.The technique that has been used is a direct stunt approach to raise awareness for the doll Barbie. The street that you can see to the left is a photograph of what was turned into ‘Barbie Street’ in Manchester. The colour pink is extremely eye catching and very emphasised to promote Barbie. From the surroundings the street really did stick out, therefore the image of the campaign is simple but very outrageous and unique making it effective. Pink is a colour that has a lot of connotations towards women and girls. Barbie is a doll, which has a market audience that comes under that category therefore using this particular colour, represents the doll and the consumers. The painted houses almost look as dreamy and plastic as the doll it’s self, interpreting the fantasy, playful side to it. The idea is used to create a dilemma and attraction of people who are wowed or even shocked at the pink street. Figures show that there was media coverage of over 100 million people. Barbie has been playing a special role with girls all over the world, not only is she beautiful to look at and play with, she also relays the message to girls that they can be anything they want to be - they can fulfill their dreams. ‘’Pink is the color of universal love. Pink is a quiet color. Lovers of beauty favor pink. A pink carnation means, "I will never forget you". This has not only attracted existing customers but potential customers and the public. This exercise engages people not only to promote the doll itself but to make people aware of the plastic product as well as doing something extraordinary to attract free media coverage. The promotion of the brand Barbie has worked very effectively here especially due it been ‘pink month’ the attractions are endless.

Case study 2

Starbucks coffee is a very popular coffee shop for young as well as old consumers of coffee, milkshakes and even afternoon lunch or tea and biscuits. The company have indulged into making their consumers feel more welcome, after an order has been taken at the counter the name of the customer is either written on the receipt of the order and/or on the cup that is being used for them. In most circumstances, this way of promoting their company catches new customers that want to feel like they’re appreciated greatly too. My knowledge of the company and the young age that I am expresses those customers my age

that had never been to Starbucks before became regular customers due to the likeability of the fact that your name is written on the cup. It is all about making a connection between you (staff) and the customer.

The publicity stunt always engages in free media coverage due to consumers of Starbucks posting photographs on social networking sites such as Facebook, twitter and instagram of their drink purchased at Starbucks with their name on. It became a recurring and popular aspect amongst young people and was accepted to be ‘cool’. As well as that I is also practical for workers of the coffee shop to not get customers’ orders mixed up especially when it is

busy.

This stunt is being done every single day at Starbucks coffee now with staff also wearing badges with their names on to give it a more friendly face to the in store experience.

Ian Cranna, vice president of marketing and category for UK and Ireland: “Starbucks customers already expect the coffee to be the best, and they told us that the emotional connection they feel in every store is what sets us apart. This campaign highlights the culture in all our stores, and the strong desire customers have to feel like an individual when so much of the world feels impersonal. We already know our customers, but now it is time to put a name a face.”

Case Study 3

This seasonal publicity stunt that has been used for many different reasons. One been obvious; to gain more sales and business. The drink itself is well known but many people seem to buy other products such as soft drinks and juice drinks other than smoothys. Reasons being that the innocent smoothie contains 10x more sugar than a fruit shoot drink so parents are a lot more likely to buy something that is better for their children. Tiny knitted hats have been included on the lids of every innocent smoothie drinks bottle. These not only attract consumers and look really cute but they are also for a great cause. For each smoothie with a hat on that is sold, innocent will donate 25p to Age UK.

The idea of the hats represent the winter season. The time in which they were launched with the smoothies was October 2013 where the weather was beginning to change and the temperatures were dropping. This unique and original idea has been phenomenal with the increase in sales, and consumers have been sending their photographs in of how they have re-used the little hats.The hat represents warmth for old people in the winter where it states a percentage of the money made will go to that charity. This is also another way of promoting a brand. The hats are very appealing and bring new consumers to buy the product as well as the loyal customers.

Tachniqiues that they use in order to sell the product

Direct stunt to raise awareness for Barbie

Compare and contrast – advertising campaigns

Piublic retations exercise/stunt

Talk about techniques used

Explain which field of marketing and pr work I look at fits into

ANALYSE 3 – 4

INCLUDING ADVERTS AS WELL AS CAMPAIGNS

FINISH THIS TONIGHT AT HOME AS WELL AS TASK 1

TRY AND FIGURE OUT WHAT TASK 3 IS AND START IT. THIS NEEDS TO BE FINISHED BY NEXT WEDNESDAY.

LAST UNITS WORK OVERALL EVALUATION ALSO NEEDS TO BE DONE TONIGHT/BEFORE WEDNESDAY NEXT WEEK.