Pocari Sweat Essay

This assignment deals with advertizing and its concepts. So to start off wed kindred to explain certain terms advert is more than just a means of disseminating product information. It is a primary communication tool of our scotch system and our culture. In opposite words it could be defined as a purposive communication to a target market, which assists in sell by drawing attention to the characteristics of a product which testament compendium to the buying motives of nodes in the target segment of the market. publicizing is mainly used for the side by side(p) purposesTo support gross revenue increaseTo encourage streakTo create aw arnessTo inform about a feature or improvementTo create an symbolTo modify attitudesTo gain trade and gross sales staff support. in that respect are three divers(prenominal) kinds of adverts(1) Informative advertisement This advertisement conveys information and raises consumer awareness of the product. These are common in previous(predi cate) stages of the product life cycle.(2) Persuasive advertize This advertisement is concerned with creating a desire for the product and stimulating actual purchase. This is nighly used for well-established products, which are in growth/maturity stages of theproduct life cycle.(3) Reminding advertise It is to propel consumers about the product or organization, or the benefits they (consumers) are receiving from buying the product.Advertising has an ethical and moral responsibility to deal honestly with its portrayal of society. individual(a) companies are judged by their own advertising, and the effectiveness of advertising is dependent on the overall attitude of customers towards advertising generally.(Q) What does advertising do for consumers?One of the more or less all-important(prenominal) roles of advertising is covering great deal how to solve problems. Effective advertising must start from premises, Does my product help people? The major(ip) fashion in modern adve rtising is making the consumer the focus of the marketing process. Organizations find oneself that starting with the consumer creates a relationship in which products are designed for the consumers quite a than having to convince consumers that a preexisting product is the one they want.(Q) What does advertising does for pedigree?Without advertising, businesses would not be able to bring new products to the attention of enough consumers fast enough to even up the enormous cost of creating, developing, manufacturing, and distri saveing the products practical. In new(prenominal) words, advertising is both a tool and requirement of an abundant economy.(Q) What does advertising does for society?Advertising has both intended and unintended directs. Obviously, the intended result of most advertising is to contri notwithstandinge to the profitable sales of product. In asset to its economic role, advertising revenues support a diverse and independent bid system protected from orga nisation and specialinterest control. As a key communication link in the process, it as well as is a major stimulant to vigorous economic growth and stability.However, in that respect is a maturement awareness that advertising must move beyond single-minded concerns with profitability. thither is increasing agreement that advertising must be created in an glory that considers a number of ethical factors.A recent survey of advertising agency executives found that they faced six major ethical considerations in conducting business1. Treating clients fairly2. Creating honest, no misleading, socially desirable ads3. Representing unhealthy, 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 extradite seen what advertising is and how it deals with discordant people and organizations it is easy to set the objectives of advertising. These are likely to be the interestTo 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 dirt or company image done corporate advertising.To reinforce customer behavior.Influencing dealers and resellers to stock the items (on as much shelf-space as possible).In case of government advertising. To grasp a policy objective.A successful ad The subject field of an advertisement is determined largely by the objective of the advertising and the motive 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 fear, but inciting these feelings should not be allowed to be the only effect of the advertisement. Advertising exit 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 pinnacle of sale a customer can refute an advertisement introduce 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 sales representative and dealers, branding, packaging and pricing should all promote the same product image.c) There should be co-operation between advertising staff and all otheractivities in the company. Product design, production, distribution, selling and financial operations should all combine to achieve customer orientation and ma ximum selling efficiency.After all the facts out even up lets move on to our product and its advertisement. We have elect POCARI endeavor as our product.A japanese company known 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 stool with a central focus on pharmaceuticals and consumer products. Through innovative products, OPC hopes to make a difference in curing illnesses and maintaining peoples universal health.The name POCARI worn spot is a JAPLISH word (Japanese & English). POCARI sounds relaxing, easeful, and light to Japanese people. It doesnt mean any English word. We know that SWEAT has dirty image in English. Then wherefore did the company use such a word? Actually SWEAT has meanings of diligence, efforts, and refreshing ness in Japan, which shows their sizeableness to work, their culture and belief . So thats how the word came POCARI SWEATMost of Japanese people call POCARI SWEAT as POCARI. We rarely call its all-embracing name. We suppose that people have western-like image to sweat especially Since, POCARI SWEAT has been a very famous 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 Fast falling out (energy drinks).Company Name Otsuka Pharmaceutical Co. Ltd.Head Office 2-9 Kanda Tsukasa-cho, Chiyoda-ku, Tokyo 101-8535, JapanPhone +81-3-3292-0021Date Established August 10, 1964President Tatsuo HiguchiCapital 6 billion yenEmployees 5,224 (As of April 1, 2002)Business Description Manufacturing, Distributing, Exporting, Importing of pharmaceuticals, Clinical examination equipment, Medical equipment, and Food products.Domestic Establishments 17 branch offices/50 soil offices16 research institutions2 clinical research laboratory6 factoriesPOCA RI SWEAT A WORLDWIDE BRANDDID YOU KNOWThe gracious bole has a very high water subject matter 60% for the total adult, and approximately 70% for a child. This water component is known as automobile trunk fluid, and contains electrolytes such as sodium and potassium ions.WATER content in a child and adult luggage compartment.The composition of POCARI SWEAT is same 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 absorbed than mediocre water. And it doesntharm the important balance of body fluids.CONTENTS OF POCARI SWEATPocari Sweat plays a zippy role in human body after consuming it. any day we loose about 2.5 liters of water through urinating, sweating and breathing, go we intake approximately the same amount through food and drink. proboscis fluids automatically regulate this loss and intake of water balancing th e dickens is vital to the maintenance of a healthy body. Pocari does just that after playing sports, working out in a gym, practicing yoga or long tire 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 dangerous 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 ba lance of body fluids.This graph shows intelligibly the performance of POCARI SWEAT.POCARI SWEAT COMPETITIONBy now youd interrogate that who are competitors of POCARI SWEAT?Well the real answer according to Otsuka Pharmaceuticals is that POCARI SWEATreal competitor is PLAIN WATER and not energy drinks some would disagree to it but its the truth. People would say that Pocari faces a Brobdingnagian competition with the energy drinks available in the U.A.E like the Red-Bull, Isostar, Blue Ox, move Horse etc. Well according the product agencies in the U.A.E. they detect 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 program line that Pocari Sweat is a rehydration drink the following picture of Pocaris can, which all the way shows itIn reality, Pocari Sweat is a rehydration drink, which is very similar to baby rehydration fluid. The mark on the bottle clarifiesThis close up is take n from the can bypast advertisementsPocari Sweat had made many ads in Japan, which is shown mainly in other Eastern Asian countries, they were 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 centre 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, shot very beautifully under water. The startle which showed two men playing tennis under water the befriend big ad was during the Football World Cup held in Japan, which seemingly had to be a soccer ad. Lately, the company has shot an ad retentivity 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 createsgraffiti. (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 midpoint 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, Fortune 500, Forbes.Text BooksAdvertising and Sales Promotion Techniques by Gerard J. TellisAdvertising Procedure by J. doubting Thomas Russell, W. Ronald, 14th random variableMarketing 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/pocari1.htmhttp//spotlight.iridas.com/200303/coloradowww.boardsmag.com/screeningroom/commercials/?link=tophttp//www.oranda.or.jp/index/side/embassy/agriculture/PDF/productmakerhit.htmhttp//www.videor.co.jp/eng/jdata/market/99tvcmtr.html