Pocari Sweat Essay

This assignment deals with advertizement and its concepts. So to start off wed like to formulate certain terms advertizement is more than just a means of disseminating product information. It is a old communication tool of our economic system and our culture. In other phrases it could be de bonnyd as a purposive communication to a target market, which assists in selling by drawing help to the characteristics of a product which will appeal to the buying motives of guests in the target segment of the market.Advertising is chiefly used for the adjacent purposesTo support sales increaseTo encourage trialTo create cognisanceTo inform slightly a feature or benefitTo create an imageTo modify military positionsTo fix trade and sales staff support. on that point be three dissimilar kinds of adverts(1) Informative advertisement This advertisement conveys information and raises consumer aw atomic number 18ness of the product. These are common in early stages of the product life cycle.(2) Persuasive advertise This advertisement is concerned with creating a desire for the product and stimulating actual purchase. This is mostly used for well-established products, which are in emergence/maturity stages of theproduct life cycle.(3) Reminding advertising It is to remind consumers about the product or organization, or the benefits they (consumers) are receiving from buying the product.Advertising has an estimable and moral responsibility to deal honestly with its portraiture of society. Individual companies are judged by their own advertising, and the effectiveness of advertising is dependent on the over solely attitude of clients towards advertising generally.(Q) What does advertising do for consumers?One of the most important fibres of advertising is showing passel how to draw and quarter for problems. Effective advertising must start from premises, Does my product help people? The major trend in modern advertising is making the consumer the focus of th e marketing process. Organizations unwrap that starting with the consumer creates a relationship in which products are designed for the consumers rather than having to convince consumers that a preexisting product is the one they want.(Q) What does advertising does for business?Without advertising, businesses would not be able to bring new products to the attention of enough consumers fast enough to make the enormous cost of creating, developing, manufacturing, and distributing the products practical. In other account books, advertising is both a tool and requirement of an thick economy.(Q) What does advertising does for society?Advertising has both intended and unintended results. Obviously, the intended result of most advertising is to contribute to the profitable sales of product. In addition to its economic role, advertising revenues support a various and independent press system protected from government and specialinterest control. As a fundamental communication inter-gr oup communication in the process, it also is a major stimulant to vigorous economic growth and stability.However, there is a growing awareness that advertising must move beyond single-minded concerns with profitability. There is increasing agreement that advertising must be created in an atmosphere that considers a number of honest factors.A recent survey of advertising agency executives found that they faced six major good considerations in conducting business1. Treating clients fairly2. Creating honest, no misleading, socially desirable ads3. Representing unwellnessy, useless, or unethical products4. Representing clients whose products/services are unhealthy and unneeded5. Treating suppliers, vendors, and media fairly6. Treating other agencies fairly.It is to the benefit of advertising and society in general that ethical issues are in the forefront of discussion concerning the practice of advertising.Now that we fill seen what advertising is and how it deals with various peopl e and organizations it is easy to set the marks of advertising. These are likely to be the followingTo communicate certain information about a product. This is perhaps the most important objective.To highlight specific features of a product which make it different from thecompetitors. The concept of the unique selling proposition (USP) is that by emphasizing a unique feature, which appeals to a customer need.To build up a brand or bon ton image through corporate advertising.To pay back customer behavior.Influencing dealers and resellers to stock the items (on as much shelf-space as possible).In case of government advertising. To achieve a policy objective.A successful ad The content of an advertisement is determined largely by the objective of the advertising and the motivation of the potential customer. An advertisement should present information, which leads to a greater awareness of the product. It should be an attention-getter and may excite amusement or emotions such as fea r, but inciting these recoverings should not be allowed to be the only(prenominal) effect of the advertisement. Advertising will be most successful if the following conditions applya) The product should have characteristics, which lend themselves to advertising.1. It should be distinctive and identifiable.2. It should stimulate emotional buying.3. If at point of sale a customer can refute an advertisement claim simply by inspecting the product, advertising will achieve no sales at all.b) There should be consistency throughout the sales operation. Advertising, the activities of salesperson and dealers, branding, packaging and price should all promote the same product image.c) There should be co-operation between advertising staff and all otheractivities in the friendship. Product design, production, distribution, selling and financial operations should all combine to achieve customer orientation and maximum selling efficiency.After all the facts now lets move on to our product and its advertisement. We have chosen POCARI endeavour as our product.A Japanese company know as Otsuka Pharmaceutical Co. Ltd. launched Pocari Sweat in 1980. Under the company philosophy, Otsuka meaning people creating new products for better health worldwide, Otsuka Pharmaceutical Co. Ltd. is an R&D-oriented corporation with a central focus on pharmaceuticals and consumer products. Through sophisticated products, OPC hopes to make a difference in curing illnesses and maintaining peoples everyday health.The name POCARI perspire is a JAPLISH word (Japanese & English). POCARI sounds relaxing, easeful, and light to Japanese people. It doesnt mean any English word. We know that cause has dirty image in English. Then why did the company use such a word? Actually sudor has meanings of diligence, efforts, and refreshing ness in Japan, which shows their importance to work, their culture and belief. So thats how the word came POCARI SWEATMost of Japanese people call POCARI SWEAT as POCA RI. We rarely call its just name. We suppose that people have western-like image to sweat especially Since, POCARI SWEAT has been a very illustrious and popular name, they (the company) cannot change its name.This company also manufactures various other products like Ornamin-C (Energy Drink), Calorie Meter (Diet Drink), Energen and unfluctuating Break (energy drinks).Company Name Otsuka Pharmaceutical Co. Ltd.Head Office 2-9 Kanda Tsukasa-cho, Chiyoda-ku, Tokyo 101-8535, JapanPhone +81-3-3292-0021 envision Established August 10, 1964President Tatsuo HiguchiCapital 6 billion yenEmployees 5,224 (As of April 1, 2002)Business Description Manufacturing, Distributing, Exporting, import of pharmaceuticals, Clinical testing equipment, Medical equipment, and Food products.Domestic Establishments 17 branch offices/50 district offices16 research institutions2 clinical research laboratory6 factoriesPOCARI SWEAT A WORLDWIDE filthDID YOU KNOWThe human eubstance has a very high irrigate cont ent 60% for the honest adult, and approximately 70% for a child. This water component is known as body fluid, and contains electrolytes such as sodium and honey oil ions.WATER content in a child and adult body.The composition of POCARI SWEAT is similar to that of our own body fluids. It contains just the right amount of those electrolytes such as sodium and potassium ions that our body loses when it loses water. Its also gentler on our body and more easily draped than ordinary water. And it doesntharm the important balance of body fluids.CONTENTS OF POCARI SWEATPocari Sweat plays a vital role in human body after consuming it. Every day we loose about 2.5 liters of water through urinating, sweating and breathing, while we intake approximately the same amount through food and drink. system fluids automatically regulate this expiration and intake of water balancing the twain is vital to the maintenance of a healthy body. Pocari does just that after playing sports, working out i n a gym, practicing yoga or broad tiring dances lessons. This will be clear from the following diagramGraph showing daily loss and intake of water in a human bodyNow that we have seen various graphs that how hard can it be if we loose water in plenty. Well now that OPC (the company) has launched Pocari Sweat there is no fear of loosing excess water. Consuming Pocari not only gives a refreshing feeling but also prevents loss of fluid from our body. It will be clear from another graph, which followsComparison of how Pocari Sweat prevents the loss of body fluidsThe composition of POCARI SWEAT is similar to that of our own body fluids. It contains just the right amount of electrolytes such as sodium and potassium ions that your body loses when it loses water. Its also gentler on our body and more easily absorbed than ordinary water. And it doesnt harm the important balance of body fluids.This graph shows clearly the performance of POCARI SWEAT.POCARI SWEAT COMPETITIONBy now youd won der that who are competitors of POCARI SWEAT?Well the real react according to Otsuka Pharmaceuticals is that POCARI SWEATreal competitor is PLAIN WATER and not energy drinks Many would discord to it but its the truth. People would say that Pocari faces a huge competition with the energy drinks available in the U.A.E like the Red-Bull, Isostar, Blue Ox, Flying Horse etc. Well according the product agencies in the U.A.E. they intimate that Pocari is not an energy drink but its a REHYDRATION DRINK. The product (Pocari Sweat) agents in U.A.E are AL MAYA LALS LLC.To prove the above statement that Pocari Sweat is a rehydration drink the following picture of Pocaris can, which clearly shows itIn reality, Pocari Sweat is a rehydration drink, which is very similar to baby rehydration fluid. The label on the nursing bottle clarifiesThis close up is taken from the canPast advertisementsPocari Sweat had made many ads in Japan, which is shown mainly in other Eastern Asian countries, they wer e a huge hit there but the company have failed to make an impact with them in the Western countries, that is why the product is not much known and the popularity is not much as it have in Japan and other neighboring countries.The companies previous ads were pore mainly on sports, they had many famous celebrities, models and artists in their ads, some of them are Cindy Crawford (model), Nancy Adrew (stunt actress and model), Tikeshi (model), and Myo Chin Haut (model) etc.The concepts, which the company wanted to show people through its ad, were amazing and very creative, throw very beautifully under water. The first which showed two men playing tennis under water the second big ad was during the Football World Cup held in Japan, which obviously had to be a soccer ad. Lately, the company has shot an ad keeping in mind how trendy and energetic are todays teenagers they have a skate boarder skating (which are attached with color cans), as he goes two and fro on the ramp it createsgra ffiti. (This ad is not available on the net the concept was taken from the following link http//spotlight.iridas.com/200303/colorado) this site also contains previous football ads made by the company.In-short after our research we feel that the company and the agents of POCARI SWEAT in the U.A.E and the Middle East should emphasize more on advertising.The product is doing fine as we can see that most of our samples drink it after some activity, with 1-2 cans at a time, they find it really refreshing and energetic, and end up with the results as good overall performance.BIBLIOGRAPHYNewspapers/MagazinesGulf News, Khaleej Times, luck 500, Forbes.Text BooksAdvertising and Sales Promotion Techniques by Gerard J. TellisAdvertising Procedure by J. Thomas Russell, W. Ronald, fourteenth EditionMarketing Management by Philip Kotler 11th EditionMarketing HND/HNC Edexcel textbook, BPP PublishingWebsiteshttp//www.google.comhttp//www.yahoo.comhttp//www.ask.comhttp//www.otsuka.co.jp/pocari_e/poca ri1.htmhttp//spotlight.iridas.com/200303/coloradowww.boardsmag.com/screeningroom/commercials/?link=tophttp//www.oranda.or.jp/index/english/embassy/agriculture/PDF/productmakerhit.htmhttp//www.videor.co.jp/eng/jdata/market/99tvcmtr.html