sting final (1)
Post on 24-Mar-2015
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Promotion:Promotion is an attempt to draw attention to a product or business in order to gain new customers or to retain existing ones. Different methods of promotion are being used by Sting. Company often refers to promotion above the line and below the line. One of the important objective of Sting is to capture market share in short term. To achieve this objective Sting has been using its promotional campaign in a very decent and effective manner. The combination of both ATL and BTL advertising techniques are used in order; y y y y y to increase awareness of the product to reach a target audience that may be geographically dispersed to remind the consumer about the product to show a product is better than its competitor to develop or improve the image of each of the different media being used
ATL:ATL is a type of advertising through media such as television, cinema, radio, print, web banners and web search engines to promote brands. This type of communication is conventional in nature and is considered impersonal to customers. It is much more effective when the target group is very large and difficult to define. Sting has selected this medium in order to carry out through self-supporting media that enable it to reach a wide audience easily. The ATL promotion has helped the company to establish brand identity. Everything done prior to a customer's actual entry into a retail outlet is ATL. PepsiCo has entered the energy drinks market by launching Sting in Pakistan in early 2010. The media break is pretty much visible with good frequency on selected TV channels. The quick feedback is that the selected channels are hitting the right audience. The advertisements were running on the geo news, aag, duniya news, geo super and ten sports etc with high frequency. After the two months of TVC are being on aired, company reduces the frequency of its ATL activities and started focusing on the BTL activities. Other then the advertisements on television,
disruptive radio executions are also on most radio channels. These channels include fm 89, 100 and 103 etc. They are also advertising on some newspapers that includes jang group, Dawn news and Daily times majorly. The message that Sting tries to deliver to its audience using ATL promotions is the Extreme energy and ultimate taste.
BTL:Below the line promotion refers to forms of non-media communication or advertising, and has become increasingly important in the communications mix of many companies, not only those involved in fast moving consumer goods, but also for industrial goods. BTL is efficient and cost-effective for Sting to target a limited and specific group. The Sting has strategically focused to come in direct contact with its target market. BTL techniques ensure recall of the brand while at the same time highlights the features of the product.
Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique may be used to generate trials of newly launched products. BTL promotions are targeted at individuals according to their needs or preferences. BTL can actually lead to a sale. BTL promotions are highly measurable; it gives Sting valuable insights into their return-oninvestment. Methods of Below the Line sales promotion used by Sting include: y y y y y y Price promotions Gift with purchase Competitions and prizes Frequent user / loyalty incentives Point-of-sale displays Samples and free trials
The other reason of Sting following the suit of BTL promotion is because of rising prices of media based promotion, advertising clutter and increased impulse purchasing. Sting had planned to do BTL activities in the main cities of a country that includes Lahore, Karachi and Islamabad. This BTL campaign had run between the months of September till November. Young students from LUMS, LSE and BNU were hired and trained in order to run the promotional activity efficiently and effectively. The main source of attraction of activity was the customized design of Hummer with a big can of Sting at the top. Along with the Hummer the customized design choppers were also used in order to attract the public. The team wears the special suit that was of red and black color while they were on the activity.
Bohemias concert sponsorship: The concert of well known Indian rapper Bohemia was sponsored in Lahore by Sting.
F.C College Drama Festival: The promotional team of Sting was present at the event with their stings, Hummer and choppers. The ticket of the drama was of worth 50 rupees. With each ticket a free can of Sting was being distributed. The gathering over there was of approximately 700 people. The feedback taken from the people present at that time was highly positive. They not only like the taste but also its packaging and the theme of the campaign.
(Principal of F.C College Peter H. Armacost along with the head of Sting campaign team)
KFC Hot Wings Deal: Sting distributed 70,000 cans in all branches of KFC Lahore. KFC introduced the deal with the name of Hot Wings. A can of sting was to be given free along with the every deal.
Samples and Free Trials: During this promotional campaign between the months of September till November Sting distributed approximately 3500 to 4000 cans daily. The reason behind it was that to give people a trial so that without paying money out from their pocket they get to know of the taste. This sampling has helped the company and boosts its sales. During this campaign the sales of sting increased by 300 to 400 percent.
Target Market: The target market of PepsiCo Sting energy drink basically comprises of all the people who needs energy in their life while working. These people could be students, office workers, sportspersons and athletes etc. Competitors: The direct competitor of PepsiCo Sting includes: y y y y Red Bull Power Horse Booster Ozo
The indirect competitor of PepsiCo includes: y y Carbonated Drinks Juices
Insight of Sting: The insights of sting energy drink are the style, power and energy. Along with these they also portray toughness through their ads and campaigns. We can see that they are using hummer and choppers in their campaign.