Welcome to WSA MA INTERIM SHOW 2012 !
We are Group-Drench Spring Water.
You know, Brain performs best when hydrated!
Time and details:
12-16th March at Winchester School Of Art.
University of Southampton, The College of Law and Business.
MA: Advertising Design Management
===> HERE’S OUR E-POSTER~! LOL
I belong to group G.I am responsible for question 7 which is pick two brand owners and describe what they are doing to improve the sustainable of their packaging.
First I choose Pepsi，as one of the largest food and drink companies in the world, the competition between Pepsi and Coca-Cola has continued for over a hundred years. Pepsi narrow the target groups to young people after 1980s，it became the”new generation’ cola”. The packaging of Pepsi also search for innovation and changing which can adapt to the need of new generation and society.
These are pepsi’ logo and packaging between 1898 and 2009.
From the different packaging and logo it can be seen that the trend of changes tend to brief and fashion ,the new logo had some bright spots, feel more modern, more dynamic effect.
Specificlly , Pepsi has been gaining an increasingly larger share in China. They pay much attention to the Chinese market demand.
This is very surprise packaging of Pepsi during the Olympic games in 2008 in Beijing. The slogan is that Pepsi can become red just for China. Because pepsi is famous for blue while the Coca-cola is well known for red. This packaging become a very heated discussion.
The second one is 99 TEA which is a brand belong to Co-operative company in the UK . It launched in Birmingham in a foliageadorned . At first ,this products emphasize the medical function of relief indigestion， which is the tea the doctor will recommend to the old person . These were the packaging in 1970s in the early years.which was brief and use the white colour，which can make relevant to their appeal.
However ，the appeal of medical in advertising field was forbidden later. 99 TEA had to find another appeal and spots which can express to their consumer. Gain the attention of them. And the packaging is changing. They began to use red colour and emphasis the smooth and nature .This is the trend of packaging of 99.
. There are obvious distinction between two different period. The aim of this change is to adapt different appeal and development without the medical function.
It seems Pepsi made a good interaction with consumer than 99. Pepsi adjust some strategies of packaging in order to accommodate the local culture and consumers’ demand，it can catch the newest elements and transforming of the image in time which can attract the target audience .The combination of flexible strategies such as music and soprts and personalized advertising may allow companies to adapt to changing of environments and consumer and always express the impressive that Pepsi is dynamic and fashion which their theme to the point of new generation’s needs.
We watched a programme with the name “Inside John Lewis” which was made by BBC in 2009. It described John Lewis did a series of measures in order to deal with the recession of the enterprise.
There are two aspects which gave me deep impression .
First is salary incentive mechanism in John Lewis.Every year the company will take out some profits for allocation to the employees as a reward，therefore , the staff feel the company like a big family，there are the family members.Salary incentive can motivate employees work hard from multi-angles.We could see their enthusiasm and happiness when they worked for John Lewis.
Secondly, advertising is another important part of John Lewis’ strategy. The programme showed the company attach importance to Christmas advertising，they made the consultation with the agency twice. First the agency made a orientation about dreaming, it focused frames on bed and people who is dreaming for their Christmas gifts , and emphasis John Lewis’ products are really special choice for Christmas gifts, however the Frame structure with Cold tone was not suitable for celebration . As a result ,they made another one in the second time,with the theme“Sweet Child of Mine”,they used the children with the beautiful music to evoke customers’ memories of childhood Christmas and want to deliver these memories to their offspring.
It was an engaging advertising and made a warm and sweet feeling to the customers.This advertising appeals may endow more deep meaning to John Lewis’ products and distinguish them from others similar products and brand,when the customers choose the Christmas gifts,they may consider more about jonh lewis.As a successful enterprise,the two aspects may be worth studying and using.
Hello ,everyone ,it is really my honor to have this opportunity to introduce myself. My name is Wenting Rong, and my English name is also Wenting. I like singing and reading.I am twenty -five years old and was born in Jilin Province, which is in the north of China . I’ve finished my undergraduate education in Harbin Institute of Technology in June 2005, Majoring in Business Administration. After that I worked as an assistant in a hospital in Jilin Province.
Because of personal reason,I moved to Chengdu and found a new job for data collection in Department of Culture of Sichuang Province . I did the same work everyday due to the characteristics of the job. Although the company is good, I want to change the life style. Therefor I quit my job and started to think more about my future.
Through the study and social practice, I found marketing and advertising which play an important role in business, it is ubiquitous, ever-changing .With advertising, business activities can progress smoothly. Because of the keen interest in this, I choose this course to study in order to explore the professional knowledge. I want to build a team and run my own business of advertising in Chengdu and make a good use of the resources which I accumulated before. This is my dream job and I need try my best to achieve in the next ten years.
Looking forward to study with the classmates in adm together during this year .
Thank you.
