Strategic  Approaches    

Strategic  planning  is  an  organisation's  process  of  defining  its  strategy,  or  direction,  and  making  decisions  
on   allocating   its   resources   to   pursue   this  strategy.   Globalisation   for   companies   is   the   driver   for  
development  and  the  means  by  which  the  organisation  performance  can  be  maximised.  Customer  value  
can   be   added   and   cost   efficiencies   can   be   achieved   by   introducing   where   possible,   standardised  
marketing  programmes  but  at  the  same  time  adapting  certain  aspects  to  meet  local  needs.    
When  standardised  strategies  cannot  be  implemented  due  to  own  local  cultural  preferences,  adaptation  
of  the  marketing  mix  can  be  used.  (Doole,  2005)  

Burberry  –  The  Art  of  The  Trench  
Burberry  follows  a  globalised  strategy  approach.  Burberry  knew,  to  establish  a  successful  globalisation  
strategy   that   they   would   need   to   standardise   the   product   offering.   Burberry   saw   that   it   needed   to   focus  
on   a   niche   and   to   produce   the   items   in   one   country.   This   went   on   to   add   authenticity   and   value   of   a  
‘British  made  product’.  Burberrys  ‘whole  organisation  focuses  on  the  selection  and  exploitation  of  global  
marketing   opportunities   and   uses   resources   from   around   the   world   to   build   global   competitive  
advantage  (Doole,  2005).    
Doole,   2005   states   that   the   organisations   must   grow   within   the   competitive   environment.   Their   survival  
and  growth  is  achieved  by  building  competitive  advantage  through:  

Improved   market   effectiveness   by   adding   value   for   ‘internationally   aware’   customers   by  
providing  them  with  the  benefits  that  you  are  significantly  better  than  your  competitors.  
Creating   a   global   marketing   mix,   which   still   recognised   the   need   to   adapt   to   regional   and  
national  differences.    
Improved  operation  efficiency  and  overhead  costs  reduced  through  economies  of  scale.    
Treating  the  global  market  as  the  domestic  market.  

Figure  13  (Doole)  

Burberrys  campaign  follows  ‘The  Hierarchy  of  Effects  Model’.  Lavidge  and  Steiner  suggested  that  the  six  
steps  could  be  split  into  three  stages  of  consumer  behaviour:    

Cognitive  (thinking)  so  that  the  consumer  becomes  product  aware  and  gathers  product  
knowledge  –  Burberry  uses  social  media  to  get  consumers  thinking    
Affective  (feeling)  so  that  the  consumer  likes  the  product  brand  and  has  conviction  in  it  -­‐  
Burberry  uses  everyday  people,  so  that  the  consumer  can  relate  and  like  the  brand.  

Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  
• Conative  (behaviour)  so  that  the  consumer  buys  the  product  brand  –  Burberry  reminds  the  
consumer  of  how  versatile  the  product  is.  Also  allows  user  to  feel  ‘special’  and  apart  of  a  
group  by  adding  their  photo  to  the  website.  

Dove  -­‐  Campaign  for  Beauty  
Dove  uses  a  combination  of  standardised  and  adaption  strategy.  Levitt  1983  states  that  well-­‐managed  
companies   have   moved   from   emphasis   on   customising   products   to   offering   globally   standardised  
products  that  are  advanced,  functional,  reliable  and  low  priced.  ‘Global  companies  are  known  to  achieve  
long-­‐term  success  by  concentrating  on  what  everyone  wants  rather  than  worrying  about  the  details  of  
what  everyone  thinks  they  might  like’.  Dove  can  benefit  from  using  a  standardised  marketing  strategy  as  
the   core   product   has   hardly   changed   from   country   to   country,   the   same   with   the   majority   of   this  
marketing  campaign.    
However,  Dove  has  chosen  to  use  a  combination  of  standardised  and  international  adaptation,  as  they  
slightly  adjust  its  products  and  practices  in  every  market  around  the  world,  as  this  campaign  for  example  
has  been  slightly  alerted  to  suit  the  Asian  market.  The  fundamental  basis  of  the  adaptation  strategy,  is  
that  the  marketer  is  subject  to  a  new  set  of  macro  environmental  factors,  to  different  constraints  such  
as   language,   climate,   race,   topography,   occupations,   education,   taste,   and   to   quite   frequent   conflicts  
resulting  from  different  laws,  cultures,  and  societies  (Czinkota  and  Ronkainen,  1998).  Dove  established  
that   the   same   beauty   issues   in   America   would   be   completely   different   to   women   in   Asia,   by   adapting  
the  marketing  slightly,  they  are  able  to  gain  a  better  response.    
This  adaptation  of  the  marketing  strategy  would  have  needed  to  be  carried  out  for  the  campaign  to  be  
understood   by   multiple   markets   and   I   believe   that   the   campaign   would   not   have   been   successful  

Coke  Cola  –  Happiness  Without  Boarders  
‘As   major   multinationals   seek   to   create   a   worldwide   presence,   their   corporate   identity   products,  
services   and   communications   become   all   pervasive.   As   these   globally   available   products   such   as   Coke  
cola   become   embedded   in   local   markets,   albeit   sometimes   against   the   wishes   of   local   communities’  
(Doole,  2005).  Coke  Cola  is  now  becoming  apart  of  a  new  culture.   Coke  Cola  implements  a  combination  
of   globalised   strategies   as   well   as   adaptation.   As   shown   above   globalised   strategies   rely   on   one   product  
across   multiple   markets,   however   Coke   Cola   has   adapted   the   marketing   campaigns   to   suit   different  
markets  and  cultures.  This  is  shown  in  the  campaign  analysed.    
I   believe   the   countries   chosen   for   this   campaign   is   definitely   what   makes   it   successful,   especially   in  
terms   of   the   viral   video   of   the   campaign.   The   viral   videos   success   was   built   on   using   emotional  
advertising,  as  it  relies  on  the  feelings,  pleasure  and  mood.  
Tukshop  –  Tuk  Tuks  for  Hire,  However  You  Desire  
Tukshop’s   campaign   strategy   follows   the   AIDA   model,   as   ‘the   basic   principles   behind   advertising   copy  
remains  that  it  must  attract  attention  and  persuade  someone  to  take  action.  Although  as  advertisement  
increases,   consumers   become   increasingly   discerning.   Persuading   people   now   requires   multiple  
techniques  to  capture  their  attention,  interest  them  in  how  your  product  or  service  can  help  them,  and  


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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  
then  persuade  them  to  take  the  action  you  want  them  to  take,  such  as  buying  your  product’  (Hallam,  
Awareness  –  Tukshop  created  awareness  with  print  posters  and  flyers.  
Interest  –  Tukshop  created  interest  with  a  TV  advert  and  information  on  social  media  sites.  
Desire  and  Action  –  Viral  video  demonstrating  the  benefits  of  the  product.  
Figure  14  (Hallam,  2014)  

Both   Dove   and   Coke   Cola   follow   the   AIDA   model   in   trying   to   create   awareness,   interest,   desire   and  
hopefully   action.   Doves   campaigns   uses   billboards   to   create   awareness   and   interest   to   consumers,   then  
uses   to   website   to   generate   desire   and   action.   Coke   Cola’s   campaign   uses   the   vending   machines   to  
create   awareness   and   interest,   then   uses   to   both   the   sampling   and   viral   video   to   influence   the  
customers  desire  and  action.  




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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Lost  in  Translation    
Burberry  –  The  Art  of  the  Trench  
Burberry’s   message   throughout   the   social   media   campaign   was   clear,   it   wanted   to   demonstrate   the  
flexibility  of  the  singular  product,  the  trench  coat.  Burberry  wanted  to  show  consumers  that  this  product  
was  adaptable  and  could  be  worn  in  many  different  styles,  different  tastes  and  different  climates.    
The  website  was  designed  by  Burberry  and  did  not  use  existing  social  media  websites,  this  was  because  
then  they  have  the  freedom  to  alternate  the  style,  design  and  layout  to  suit  Burberrys  brand.    
Burberry  is  a  western  high  fashion  product  and  for  the  campaign  to  be  a  success  the  ecommerce  needed  
to   reflect   this.   I   believe   the   design   and   layout   of   the   art   of   the   trench   campaign   really   reflected   the   high  
end   style,   yet   allowed   users   to   demonstrate   their   own   take   of   the   trench   coat   and   allowed   every   day  
wearers   to   be   have   their   ’15   minutes   of   fame’   on   the   website.   This   individuality   and   digital   website  
really  appeals  to  an  American  audience.    
Dove  –  Campaign  for  Beauty  
Dove   message   of   their   billboard   campaign   may   not   have   been   completely   understood   as   a   singular  
media   however   with   the   use   of   the   interactive   website   it   allowed   the   user   to   gain   a   better  
understanding   of   what   the   campaign   was   trying   to   achieve.   Dove   used   the   two   media   channels   to  
demonstrate  the  true  understanding.    
I   believe   the   main   visual   recall   points   for   this   campaign   is   that   all   the   women   in   the   adverts   appear  
confident   and   happy;   they   are   all   featured   smiling.   Which   builds   on   the   idea   of   self-­‐love   and   celebration  
of  all  women,  which  is  hugely  important  to  the  success  of  this  campaign.  
Coke  Cola  –  Happiness  Without  Boarders  
Coke  Cola  used  people  from  India  and  Pakistan  to  tell  the  story  of  the  divide  between  the  countries.  This  
backing   story   is   what   enables   the   watchers   of   the   viral   video   to   fully   immerse   themselves   and   allows  
Coke   Cola   to   use   emotional   advertising   techniques.   The   advert   generates   feelings   of   sadness   with   the  
use  of  images,  music  and  the  tones  of  voices.    
The   video   then   goes   onto   change   those   feelings   into   ones   that   uplift   the   user   and   makes   us   believe   that  
Coke   Cola   can   provide   these   two   countries   with   a   moment   of   happiness.   The   observations   from   this  
media  channel  is  that  it  is  extremely  successful  in  what  it  is  aiming  to  achieve  and  that’s  Coke  Cola  can  
make  you  happy.  This  feeling  of  happy  is  what  causes  us  to  like  and  share  on  social  media.    
Trigger  words  such  as  ‘unite  us’,  ‘stronger  than  what  divides  us’  and  ‘make  a  friend’  are  all  playing  on  
the   consumer’s   feelings.   This   use   of   advertising   is   extremely   effective   in   pushing   the   consumer   to  
purchase  a  product.  
Tukshop  –  Tuk  Tuks  for  Hire,  However  You  Desire  
Tukshop   promotional   video   continued   the   fun,   light-­‐heart   theme,   as   shown   in   the   print   advert,   by  
showing   vehicles   being   used   for   business   purposes   such   as   for   a   corporate   arrival,   promotional   event  
and  a  corporate  or  product  launch  event.  The  video  states  that  these  vehicles  are  “boring”  or  “old”,  and  
instead   shows   these   scenes   drastically   improved   with   Tuk   Tuks.   The   promotional   video   continues   with   a  


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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  
bold   eye-­‐catching   colour   scheme;   and   while   slightly   comical,   would   still   keep   the   core   selling   point   of  
businesses  personalising  Tuk  Tuks  as  the  focus.  
The   main   focus   point   of   the   advert   is   demonstrating   the   uniqueness   of   Tuk   Tuks   and   how   any   event   can  
be   improved   with   our   product.   Trigger   words   such   as   ‘Eye   catching’,   ‘creative’   and   ‘memorable’   all  
persuade  the  user  of  the  advantages  of  the  product,  like  Coke  Cola  they  use  the  advertising  techniques  
of  ‘thinking’  and  ‘feeling’.    
I  feel  as  this  advertising  campaign  is  only  suited  to  UK  audience,  as  this  campaign  would  not  translate  to  
other   cultures   well.   The   advert   relies   on   a   lot   of   UK   contexts   and   cultural   norms,   such   as   low   context  
culture  and  playing  on  the  hit  US  show  ‘pimp  my  ride’,  which  may  be  misunderstood  by  other  countries.    




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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Recommendations  –  Tuk  Shop    
There   are   difficulties   in   analysing   the   three   campaigns   against   our   campaign   for   Tuk   Shop   as   they   are  
completely  different  markets,  budgets  and  brands.  I  do  believe  however  that  Indigo  Wolf  utilised  many  
of  the  same  media  tools  used  by  these  big  brands  to  our  advantages.  We  developed  a  strong  viral   video,  
which   could   be   compared   to   Coke   Colas.   The   positive   uses   of   a   viral   video   in   terms   of   a   businesses  
success   are   clearly   demonstrated   by   Coke   Cola   and   we   are   glad   we   incorporated   into   our   advertising  
Another   aspect   that   could   be   compared   to   our   campaign   is   the   use   of   a   feelings   and   emotional  
techniques,  we  used  a  humorous  approach  in  our  campaign,  in  the  hope  that  the  consumer  would  share  
the  video  on  social  media.    
One   area   that   Indigo   Wolf   did   not   fully   explore   would   be   redesigning   the   website,   for   example   like  
Burberrys.   Although   the   product   offering   is   completely   different,   I   do   believe   there   is   success   to   be  
achieved  with  having  a  good  ecommerce,  something  that  Tuk  Shop  could  benefit  from  highly.  If  Indigo  
Wolf  was  to  continue  on  this  campaign  we  would  look  to  produce  a  more  professional  website  for  the  
Our  presentation  took  an  adapted  strategic  approach  and  would  look  to  continue  this  style  strategy  if  
we   were   to   enter   new   markets,   which   I   think   is   hugely   important.   Dove   successfully   altered   the  
campaign  to  appeal  to  new  markets.    



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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  

Appendix  1:  



Appendix  2:  


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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter  
Doole  and  Lowe,  2004  
Appendix  3:  
Rising  incomes  have  provided  big  brands  with  a  new  marketplace,  ‘though  China’s  final  2010  statistics,  
per  capita  disposable  income  in  urban  areas  rose  173%  between  2000  and  2009,  from  ¥6,280  ($945)  to  
¥17,175   ($2,584).   Retail   sales   volume   nearly   tripled   during   this   period.   The   continuing   consumer  
spending  boom  will  allow  big  brands  to  establish  themselves  within  an  emerging  market  (Zhang,  2011).  
Appendix  4:  
Data  provided  from  the  Pew  Research  centre  shows  the  US  Social  media  trends  over  the  past  10  years.  
As  shown  on  the  graph  below,  social  media  has  continued  to  increase.  10  years  ago  only  7%  of  the  US  
population  was  using  social  media  and  that  has  increased  almost  tenfold  to  65%  (PRC,  2014).  



                                                                   Figure  11  (PRC,  2014).  

Altstiel,  T.,  Grow,  J.  and  Altstiel,  T.  (2010).  Advertising  creative.  Los  Angeles:  SAGE.  
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Available  at:­‐19550067  [Accessed  5  Jan.  2016].,  (2016).  Dove  addresses  ‘real’  beauty  issues  in  Asia.  [online]  Available  at:­‐addresses-­‐real-­‐beauty-­‐issues-­‐asia  [Accessed  5  Jan.  
Britain,  G.  (2016).  Coca-­‐Cola  Small  World  Machines.  [online]  The  Coca-­‐Cola  Company.  Available  at:  
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Q09795596                                                                                                                          MKT474                                                                                                    Alysha  Potter,  (2016).  Developing  a  global  strategy  Business  strategy  business  studies  and  
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