Our CommercialPromotion is an essential element of marketing mix whichencompasses entire set of activities to communicate the product, service andbrand to the user. It is to make people aware of the brand and induce customersto buy the product, in preference over others.For the promotion for Bulmers cider,the ultimate objective is to increase the market shares and fuel the rise inconsumer sales and loyalty. To achieve that, we firstly set the young adultmale, aged 18-30, as the main target market and aim to attract them whileretaining the current loyal customer base who are mostly women.Our video commercial was filmed in thecasual pub with two actors and actresses. Briefly explaining the scenario, oneguy drinking a pint of stout askstwo girls to buy some drinks but they directly turn down in a disinterestedmanner.
After a while another man grabbing a Bulmers cider approaches thosegirls and asks the same question. This time the girls firstly look at the ciderand show the interest to the man. We can easily grasp the message in the adswhich shows that girls feel more attractive to the man who has Bulmers ciderrather than traditional beer. This is mean to challenge the negative connotationstoward male customers buying a cider. We aim that our product is not regardedas ‘girly drink’ anymore and alsoencourage male customers feel free to get cider regardless of negativestereotype on it.In terms of promotional strategiesbesides video ad, we can think of several types of practices such as specialoffers, celebrity endorsement and user trials in the restaurant or bar. As wetarget the young male adult and they most likely to take the price intoaccount, special offer through the retailer would be the effective way toattract them to try out our products.
In many cases, young customers do notdare to try out products with expensive prices and just exclude the item fromthe list from the first. Thus it is important to let as many as customers tryour product once. However this should be occasional to avoid to get low priceor budget image of the brand. In the same vein, we could hand out the smallsample of our cider in the restaurant or bar after prior consultation with themand might make a contract with those businesses if our cider is well receivedby their customers. In this way we can potentially extend the distributionchannel.
From the result of onlinesurvey (Appendix 8), we found that 24% of respondents said that they drink thecider on the beach or after leisure. It suggests a new possibility of ciderbeing associated with athletic men. If we use celebrity endorsement in linewith this potential, it may generate a huge contribution to attain the goal ofour promotion.
Bulmers can hire the famous athlete or actor who is popularlyknown as masculine and then direct the scene where those celebrity is drinkingthe Bulmers cider after marin leisure on the beach. This conception is just oneof the examples proposing the masculine or athletic image of cider customerswhich conflicts the cider’s connotation of girly drink.With regards to communication, we usethe multichannel strategy for the promotion, mainly focusing on one to many andmany to many approaches to communicate with the consumers. As shown in thesurvey results, word of mouth and recommendations by a friend plays significantrole in convincing someone to drink more than advertising. According to Bulmers(2017), the company introduces live colorful campaign years ago for winning twotickets for Bestival in September 2016. This is a way of many to manyapproaches of promotion using the power of word-of-mouth, not only the winnerwill talk their excitement and the campaign everywhere but also everyone elsewho is participating in the campaign will try to encourage people around themto participate as well.
Back in 2013, Bulmers launched multi-media campaign topromote their two new flavors, the business partner up with different mediasuch as The Guardian and a digital campaign that created by We Are Social andSpace which encourages consumer to share their experiences in their socialnetwork such as Facebook (The Drum, 2013). This increases the number of peopletalking about the brand either because of the campaign or the cider itself bothonline and offline.Anotherway of communication with consumers is one to many approaches, since theadvertising is a traditional way and can control over the message. Thus, adscan be differing according to the message that the business wants to promote.Our business designs an ad to convince and target the male segmentation mostlyfor 18 to 30 years old. As the survey showed, the connotations of the cider aretending to be more “girly” and “sweet” drinks, which is not a cup of tea formost male consumers.
So, our ad is not only trying to encourage males to tryout our products but only delivering a message to consumers that our product iswell-known and popular among female segmentation.