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Russian Standard Vodka - Evaluate Campaign Effectiveness

Russian Standard Vodka - Evaluate Campaign Effectiveness

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Published by Jaddan Bruhn

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Published by: Jaddan Bruhn on Sep 29, 2011
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11/07/2014

 
Assignment
 
1:
 
Evaluate
 
Campaign
 
Effectiveness
 
 –
 
BSBADV605B
 
Russian
 
Standard
 
Vodka
 
©Spark
 
Advertising
 
Page
 
1
 
RUSSIAN
 
STANDARD
 
VODKA
 
300ml
 
Citrus
 
RTD
 
Evaluate
 
Campaign
 
Effectiveness
 
BSBADV605B
 
Assignment
 
1
 
Jaddan
 
Bruhn
 
Joe
 
Brown
 
Cedric
 
Chai
 
Sreyna
 
Chao
 
 
Assignment
 
1:
 
Evaluate
 
Campaign
 
Effectiveness
 
 –
 
BSBADV605B
 
Russian
 
Standard
 
Vodka
 
©Spark
 
Advertising
 
Page
 
2
 
Executive
 
Summary
 
The
 
premixed
 
alcohol
 
market
 
is
 
a
 
broad
 
category,
 
with
 
brand
 
extensions
 
and
 
product
 
varieties
 
targeted
 
at
 
all
 
segments
 
of 
 
the
 
Australian
 
adult
 
drinking
 
population.
 
The
 
Australian
 
adult
 
alcohol
 
consuming
 
population
 
has
 
been
 
segmented
 
according
 
to
 
behavioural
 
and
 
attitudinal
 
characteristics,
 
opinions
 
and
 
lifestyle,
 
product
 
consumption
 
habits,
 
and
 
product
 
purchase
 
habits
 
and
 
influences.
 
While
 
the
 
research
 
that
 
has
 
thus
 
far
 
taken
 
place
 
explores
 
habits
 
and
 
attitudes
 
towards
 
traditional
 
media
 
consumption,
 
the
 
complex,
 
broader,
 
and
 
technologically
 
advanced
 
attitude
 
and
 
media
 
consumption
 
habits
 
specific
 
to
 
the
 
age
 
range
 
of 
 
the
 
target
 
audience
 
forming
 
the
 
focus
 
of 
 
this
 
campaign,
 
and
 
its
 
impact
 
on
 
lifestyle
 
factors,
 
decision
 
making
 
and
 
how
 
it
 
acts
 
as
 
an
 
influencer
 
across
 
the
 
peer
 
range,
 
have
 
not
 
been
 
adequately
 
investigated.
 
Through
 
further
 
market
 
research
 
structured
 
to
 
overcome
 
these
 
existing
 
knowledge
 
gaps,
 
it
 
is
 
anticipated
 
that
 
a
 
more
 
thorough
 
understanding
 
of 
 
these
 
aspects
 
of 
 
the
 
target
 
audience
 
will
 
positively
 
shape
 
critical
 
facets
 
of 
 
the
 
campaign
 
message,
 
how
 
it
 
is
 
communicated,
 
its
 
mode
 
of 
 
delivery,
 
and
 
how
 
it
 
can
 
successfully
 
achieve
 
the
 
desired
 
campaign
 
objectives.
 
 
Assignment
 
1:
 
Evaluate
 
Campaign
 
Effectiveness
 
 –
 
BSBADV605B
 
Russian
 
Standard
 
Vodka
 
©Spark
 
Advertising
 
Page
 
3
 
Introduction
 
The
 
subject
 
of 
 
the
 
campaign
 
activity
 
is
 
the
 
300ml
 
can
 
and
 
glass
 
bottle
 
vodka
 
citrus
 
mixed
 
drink
 
produced
 
by
 
Russian
 
Standard
 
Vodka.
 
Differentiated
 
from
 
its
 
competitors
 
by
 
its
 
purity
 
of 
 
ingredients
 
and
 
the
 
integrity
 
of 
 
its
 
brand
 
heritage,
 
the
 
company
 
is
 
wanting
 
to
 
broaden
 
the
 
overall
 
appeal
 
of 
 
the
 
Russian
 
Standard
 
Vodka
 
brand
 
to
 
attract
 
a
 
younger
 
drinking
 
audience
 
by
 
entering
 
the
 
ready
 
to
 
drink
 
market
 
(this
 
product
 
extension
 
is
 
a
 
world
 
first
 
for
 
the
 
brand),
 
whilst
 
remaining
 
true
 
to
 
its
 
origins
 
by
 
ensuring
 
the
 
drink
 
retains
 
a
 
crisp
 
vodka
 
taste.
 
Current
 
research
 
exists
 
that
 
captures
 
the
 
essence
 
of 
 
the
 
product’s
 
target
 
audience,
 
media
 
habits,
 
attitude
 
and
 
behaviour,
 
but
 
more
 
thorough
 
investigation
 
is
 
required
 
to
 
increase
 
the
 
campaign’s
 
effectiveness
 
and
 
ensure
 
the
 
campaign
 
is
 
strategically
 
structured
 
to
 
fulfil
 
the
 
campaign
 
objectives.
 
Target
 
Audience
 
Profile
 
The
 
company
 
had
 
identified
 
the
 
intended
 
age
 
range
 
for
 
this
 
campaign
 
as
 
18
 
 –
 
25,
 
with
 
existing
 
product
 
consumption
 
splits
 
reflecting
 
a
 
60%
 
female
 
skew.
 
From
 
research
 
undertaken
 
by
 
Roy
 
Morgan
 
Research
 
in
 
their
 
report
 
Psychographic
 
Segmentation
 
of 
 
Spirits
 
 / 
 
RTD
 
 / 
 
Liqueur 
 
Drinkers
 
the
 
target
 
audience
 
we
 
anticipate
 
reaching
 
through
 
our
 
campaign
 
is
 
a
 
segment
 
most
 
closely
 
identified
 
as
 
“Tracey
 
and
 
Sam:
 
The
 
Thrill
 
Seeker”.
 
The
 
common
 
attributes
 
that
 
link
 
this
 
psychographic
 
segment
 
include
 
a
 
core
 
need
 
for
 
challenge;
 
constantly
 
seeking
 
new
 
experiences,
 
excitement
 
and
 
the
 
opportunity
 
to
 
take
 
risks;
 
seeing
 
everyday
 
as
 
a
 
potential
 
source
 
of 
 
new
 
stimulation;
 
enjoy
 
spending
 
time
 
with
 
friends
 
but
 
also
 
indulging
 
their
 
own
 
needs;
 
and,
 
they
 
are
 
born
 
to
 
shop.
 
Their
 
main
 
focus
 
in
 
life
 
is
 
going
 
out
 
and
 
engaging
 
in
 
fun
 
and
 
exciting
 
times
 
with
 
friends.
 
This
 
segment
 
likes
 
to
 
go
 
to
 
the
 
cinema
 
at
 
least
 
once
 
a
 
month,
 
whilst
 
having
 
a
 
night
 
out
 
at
 
least
 
once
 
a
 
week
 
(travelling
 
mainly
 
by
 
public
 
transport,
 
then
 
taxi,
 
whilst
 
out
 
drinking),
 
weekends
 
are
 
for
 
friends,
 
fun
 
and
 
new
 
experiences,
 
with
 
Monday
 
to
 
Friday
 
a
 
stopgap
 
until
 
the
 
following
 
weekend.
 
Holidays
 
are
 
spent
 
experiencing
 
the
 
most
 
of 
 
the
 
fast
pace
 
and
 
bright
 
lights
 
of 
 
the
 
big
 
city.
 
Style,
 
fashion
 
and
 
being
 
noticed
 
are
 
incredibly
 
important,
 
as
 
is
 
sharing
 
every
 
aspect
 
of 
 
life
 
(opinions,
 
likes,
 
dislikes,
 
thoughts,
 
feelings,
 
experiences,
 
attitudes)
 
through
 
a
 
constant
 
connection
 
to
 
their
 
smart
 
phone;
 
communicating,
 
sharing
 
and
 
keeping
 
up
 
to
 
date
 
through
 
profiles
 
on
 
two
 
or
 
more
 
social
 
media
 
platforms
 
including
 
Facebook,
 
Twitter,
 
Foursquare,
 
YouTube,
 
Skype,
 
LastFM,
 
SoundCloud
 
and
 
Tumblr.
 
Long
 
term
 
planning
 
/
 
goals
 
aren’t
 
important,
 
but
 
getting
 
the
 
most
 
fun
 
/
 
best
 
experience
 
out
 
of 
 
the
 
available
 
cash
 
on
 
hand
 
is
 
critical.
 
This
 
segment
 
is
 
a
 
heavy
 
consumer
 
of 
 
ready
to
drink
 
(RTDs)
 
pre
mixed
 
spirits,
 
and
 
is
 
currently
 
the
 
primary
 
market.
 

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