CIM, A.G Barr

After pondering the question of "What company I should use for my CIM coursework" I finally broke it down to several different companies... Microsoft, EA being a few, I finally realised that it had been screaming out on my blog page for weeks, "A.G BARR" of course!!!

As well as their quirky marketing tools, one of the main reasons for choosing A.G Barr was the diversity in the customer behaviours between their Scottish and English customers ( one of the modules looks at customer buying habits).

Although Barr's most popular drink, IRN BRU, quenches the thirst of so many Scottish people, it seems that  although a rise in sales in the English market, they still cant be as competitive in England as they are north of the border.

IRN BRU was once, if not still sold in some McDonalds in Scotland, and was the only Non-Coca-Cola product to be sold in their restaurants.

Apart from the Middle East, Scotland is the only other place where Coca-Cola is not the #1 selling soft drink, and yes you guessed it, the gingery taste we all so love (well not all of us, but a lot of us :P) IRN BRU is the top seller, Irn-Bru has dominated the Scottish market for over 100 years and is the #3 selling soft drink in the UK.

So yeah, that was my decision, it took me far too long too make but I got there in the end. The modules that I'll be completing are based upon time management (already failed that), Direct Marketing & Comms, Buyer Behaviour and conflict in the workforce (ALL BASED ON CUSTOMER BEHAVIOURS), although i wont be directly blogging about my actual coursework, any interesting facts, tips, skills I pick up on you will be sure too see in a future blog post.

A certain lack of marketing blogs?

A sort of off-topic blogpost right here, sort of related to marketing I guess, more off a focus on "Marketing Blogs".

After blogging for not very long, I've made very little progression, although personally I think my posts have became a bit more detailed, as well as more interesting posts. But the problem  is the lack of blogs similar to this one ... Where are they all?

I've stumbled across a few which you will be able to find on my profile in the "reading list" (http://www.blogger.com/profile/06663843431741506482) but other than the very few I've found, nothing at all is creeping up.

I've seen thousands of Fashion blog's and Lifestyle blog's which must be the "in" thing, so I don't know whether Marketing blogs, especially from a students perspective are a sort of "niche" market, with very few of us.

Why is that? Why are there so little marketing students blogging about such topics, it maybe seen as the norm in several years time because of the increasing number of large corporations that use blogs to promote/comment on their products, meaning that young marketers like myself will need the skills and knowledge to create/manage a successful blog.

So... What can I do to find more Marketing blogs, that is the question! Feel free to comment below on anyways to find similar blog's, any advice would be much appreciated :)

Well played microsoft, But did you do this on purpose?

The massive computer giants seriously messed up again, yes can you believe it? Just like Sony did with the release of their PS3, their main competitors, Microsoft, messed up big time with the initial announcement of their new 8th generation console the Xbox One.

Being a massive Xbox fan boy myself, I couldn't wait to see/hear about the next Xbox console, about how they were going to improve my gaming experience and "take my money" in a sense... but I don't think many predicted what Xbox had in store for us!

What they did to mess up

First of all, one of the most simplest most popular things people do with games cut out of the picture, borrowing games.  Yes, borrowing games, no pre-owned Xbox One games, no borrowing to friends and family, SERIOUSLY MICROSOFT? Personally I'm not a massive fan of the "selling your old games" malarkey because of the simple fact that when at uni, with a lot of time on my hands, I'll pick out an old Xbox game to spend hours of time on, whether it be a game released last month or last year, but Microsoft's "In-genius" plan to take trading games out of the equation is just stupid!

Now some witty employees at Sony saw this opportunity after the announcement of the  ridiculous feature from Microsoft and create a humorous mockery of their rivals at Microsoft, which became a very successful viral ad (13,246,760 views as off 23/06/2013) this can be seen below, so check it out!

The second mistake that Microsoft made with their next gen console was the online checking function, meaning that you would have to be connected to Xbox live on your new Xbox One console every 24  hours...  so what your saying Microsoft is that if I don't fancy playing my Xbox everyday something might happen to my live, seriously Microsoft what are you playing at?

My theory - A really devious PR Ploy

But really...were you playing at that? Did you actually plan to make these features set, or was it a marketing ploy? Microsoft decided not too include these features that were a talking point on twitter as well as across the rest of the world wide web.

Looking through the internet I see lots and lots of people blogging and writing about how "Microsoft have listened to their users" and how they've "came to their senses" ... but I really don't think that, not at all.

Xbox twitter announcement

Personally, and this is a very personal opinion which could just be some sort of delusionally piece of rubbish poster on just another blog, but I think the whole thing was a clever marketing and PR ploy put together by the guys at Microsoft.

Who was talking about the PS4 for the few weeks after the announcement of the Xbox One and its features? Apart from the odd few saying " oh I'm getting a PS4 now" because of how obserd Microsoft had been with their new console, not many, not many people at all. But when Microsoft decided to say on twitter and on their site "We've listened to your opinions and acted" they've created them selves a lot of publicity, an image of "listening to what their loyal customers want" and "creating what's best for the customer".

So, if my theory is correct, Microsoft announced on their twitter and their website showing their acknowledgement for their customers wants of "removing" the features of the new console, but didn't plan too even include those features. BUT don't take this as a fact, just my opinion, and I guess a strong opinion at that.

So if im right, did they pull it off?

It's hard to tell really, a lot of my close friends decided then and their that they were to get a PS4 because of the outragous plans from Microsoft, but when the changes were anounced, it got them thinking. Yes the pricing of the Xbox One is still a lot more than the Sony Playstation ( I think around £100 more), but from my personal experiences, Xbox live as a feature, the gaming community, the controller (its seriously so much better) and every other part of the Xbox are just so much better than the PS4!

Just going to end this blogpost how I started it.... Well played Microsoft, Well played

Xbox Website, showing how "Your Feedback Matters"

Details of how the features have changed

BARR's IRN BRU , "FANNY"

The famous IRN BRU can!

IRN BRU, a very well known soft drink from Scotland made by BARR's just seem to have the best television adverts known to man. Yes this may be a little bit bias being a massive fan of IRN BRU, the reason for this probables being my dad, who seems to drink 4 litres + a day (Ohh and he's Scottish). Studying Marketing and Advertising Management, I thought that this would be relevant to my degree (some how) & an interest of mine (or should I say I just have a healthy addiction too IRN BRU).

A whole line of fannys

One of the most recent IRN BRU adverts I've seen is the "Fanny" advert, which mixes Scottish humour with the revealing taste of their product. This ad involves a family that have just given birth to a baby girl, which the family decide in the end to name Fanny.

" Advertising can be used to ahieve a number of DRIP- based outcomes. It can be used to Diffrentiate and position position brands, it can be used to reinforce brand messages, and it can easily inform and even persuade audiences to think and behave about and around products, services, brands and organisations." (Chris Fill, 2009)

BARR created this advert very well, taking into account all aspects of DRIP "Diffrentiate, Remind/Reassure, Inform and Persaude". They differentiate through the use of the Scottish humour, reminded those of their product "IRN BRU", informed the public of how IRN BRU can "Calm your nerves" essentially (not an actual trait of IRN BRU realisticly) and persuade you to go out and buy their product! They use this humour in their other adverts, and is what differentiates them from the competitors such as coke. An advert like this also causes contraversy, which is a very good thing if you use the term "any publicity is good publicity", as although  some complaints are made, it gets it into the spotlight and gets more and more people onto the "FANNY" craze!!!

One downside I guess you could say about the IRN BRU adverts is the Scottish twist too it. Although the majority of people who have the advert broadcasted to them ( UK) will understand any slang used or the accent of the actors in the Ad's, not everyone would, me knowing this through personal experience (people not having a clue what my dad says lol), but other than that, BARR's, keep em coming!!!

BARR and their PR

Aswell as their ad campaign, BARR's also cleverly started a PR campaign to indirectly fight back at one of their main competitors, Coca-cola. Coca-Cola started the "share a coke" campaign several weeks back in the UK after it being succesful in other countries in the past. the share a coke campaign involves putting peoples names onto the labels of their coke bottles, trying to push people to go into the store and look through the shelves to find their name on a coke can/bottle, or to even give a coke to someone as a gift (obviously with that persons name on). BARR's saw an oppertunity, and cleverly took it with a very witty "comeback" at their competitors, with the release of the "FANNY" can as seen below. Why get a coke bottle with your name on it, when you can get the great taste of an IRN BRU can with fanny on it, ey?

Coca-Cola's "share a coke" campaign

IRN BRU Fanny can

But no, BARR's haven't stopped their fanny'en about there, they've even started a "Fanny of the week" which involves a person being picked each week to be the IRN BRU Fanny of the week, that will feature on their facebook page, talk about interacting with the public?! Fanny of the week involves members of the public emailing in a picture, your name, adress, date of birth to contact@agbarr.co.uk .... might just do that myself! (Found at http://www.irn-bru.co.uk/news/fanny-wee)

So whats my view on BARR's advertising and PR? Well where to I start, interaction, humour, promotion, competitiveness and an amazing product... what more could you ask for? Each advert I see just get's me bad laughing I cant help myself! All I have to say is keep at what your doing BARR, keep your ginger tasting like it does, and keep on being fanny's! As for the other soft drink manufactureres like the Coca-Cola company, what are you playing at? Yes you might have that chilled out image, but where is your sense of humor??

Ohh and if by any chance a member of the IRN BRU marketing department creep upon this blog post, just tell me where to sign up!

Exams are over!

One of the most stressful times for any student are exams/deadlines, and for many of us, they're over!

Just a small update for my blog, will be hoping to cover a lot of content over the summer as I will have a lot of spare time on my hands if I don't find a part time job, so hopefully I'll have a lot of updates, new subjects, as well as thing happening in the world of marketing that catch my eye!

Although all my university work is done for the year (unless I have to resit anything so fingers crossed!) I've registered to the CIM (Charted Institute Of Marketing) as an affilitate member (studying member) and will be completing  the introductory certificate to marketing over the course of summer, so updates on my progress the task as well as any interesting facts I pick up along the way will be found right here!

Kyle :)

Why revise when you can procrastinate!

Procrastinating is one off my biggest "hobbies" at university, although I have done a lot less since leaving college as I have found obviously there is a lot more work to do, as well as me paying £8500 in tuition fee's I can't be wasting all my time!

I find myself doing many different things, from cleaning my room when a coursework hand in is due, or watching countless episodes of TV programmes, which I would say is very enjoyable, and would recommend it to anyone who does not have revision or coursework to be done (oops!). Breaking Bad, Prison Break, Revolution, Family Guy, South Park, Game of Thrones and many other series', not mentioning the large array of movies that I've watched have been one of my major downfalls at university.

Even now, I have 3 exams all within then next 10 days, and I'm sat writing on my blogger, what's that all about?

 Anyhow, revision has finally started, and as you maybe able to tell its not going that well! Although I've made notes on nearly every topic for one of my exams I'm still struggling to get my head around it, and the other two....well don't even get me started!Truthfully, I'm not a revision kind of guy, I've always just turned up to the exam and hoped for the best, but at university its plain and simple, don't revise, don't pass, so there is my dilemma!

Anyway's a pretty pointless post, just me finding something else to do other than revision, but yeah, i problies most likely wont be making another decent post for the next week or so just until my exams are over, then my summer holidays will be here and I'll finally be able to get this blog up and running.

Digital Marketing, What's all the fuss about? - Advergaming

Another tool used in the digital marketing mix is "Advergaming". Knowing very little about this topic, i did a little bit of research just to find out the basis of what it is, what its about and some different examples to go along with it.

What is it?

Well using theory, a definition given by Baines et al, states:

"The use of video and online games to advertise a product, organisation or an idea, Advergames encourage repeat website traffic and reinforce brand loyalty."

This being a very simply and clear definition, there isn't really much to elaborate on what it is really. its simply a tool that combines gaming with advertising for a company to get a message across, as well as other means stated.

How it can be effective

In the past 10 years or so, gaming has became increasingly more popular throughout both genders and age groups, primarly you could say because of the introduction of the Nintendo Wii, which targeted its product at those who wern't particularly related too the "Hardcore gaming scene", people such as Mum's, small children, even grandparents! It set the mark for family gaming, allowing people of all ages to play games. And obviously adding the introduction of Web 2.0, and the accessibility of Broadband that the majority of the world have access too being a playing factor in advergaming.

So the market has increased incredibly, why is this important? Well for a communications tool such as Advergaming to work, there has to already be a structure in place so that Advergaming can successfully work for a company, thus its recent success.

Types of Advergaming 

Embeded in the game (Billboarding)

Advergaming can come in several forms, and can mix with other different digital marketing tools, such as virtual reality (which will be covered in another post....so stay tuned!). Advergaming sometimes can go unnoticed, yet still have an affect on us, as ( QUOTE ABOUT sdsd). An example of this could be a billboard in the latest Grand Theft Auto (GTA) game with a companies new product or their logo, although you may not think that this would not have an affect, the usual gamer (from my experience) would be that you will occasionally when bored, aimlessly drive around/walk around the streets of GTA, and pass these billboards over and over again, meaning that when in real life, you would recognise that product/brand, as it would be very familiar to yourself. These billboards can be static, dramatic or interactive.

Game created by the Brand (Monopolisation Occurs)

Another way that advergaming can be used, is by a company actually creating a game themselves, which would usually include the name of their brand in the game, or relate to it a significant amount. An example of this style of advergaming could be the Arcade game that was available to download from the Xbox 360 dashboard, named "Doritos Crash Course Challenge". This was a very popular game between me and friends when it first came out, as it was free, fun and had a competitive edge to it that just meant playing it repetitively... although I wasn't good at it at all. Anyhow, the game although with the name "Dorito" in, does not relate to the actual brand, but is a sort of spin of the popular TV show "Total Wipe Out" that involves different obstacle courses. Now personally I would not say that this game went out and made me buy Dorito;s, but it obviously did increase the awareness of their product to some degree, as the game was available on a huge scale (Around 30 million Xbox Live members), now this does not mean that everyone who downloaded the game would have went out and bought Doritos, not at all , but brand awareness is very important for any company, especially a large company, and as stated by Baines et al (2011), the main purpose of Advergaming is too encourage repeat website traffic and reinforce brand loyalty.

Utilizaion

A final way advergaming can be used is when a product is implemented in the game, and is actually used by the gamer. An example of this could be in a car racing game for instance, if you had to stop for petrol (Gasoline) then the type of petrol would be a certain brand, then when seeing this brand in real life, you would recognise it from when seeing it in the game. This method of Advergaming is very similar too billboarding  but personally I think it is a lot more affective as it involves the gamer, rather than just being a part of the background.

My Opinion

At the moment, I don't see Advergaming being utilised to its full potential at the moment, but I definitely think that more and more companies will start incorporating their products/brands into games, as it is a mass market is increasingly going because of the latest influences in different styles of gaming such as the Wii, Xbox kinect etc.

SO if for some reason your a big CEO of a company, and you have read my blog (extremely unlikeley) then by all means Start Advergaming!!! Oh, and if you do, you heard it here first (well probables not but I'd like to think that).

Next Blogging Topics

Although I will continue to cover the digital marketing tools, I will also obviously be talking about other things, such as exam prep for marketing students, or any students for that matter as well as other things in the world of marketing that I find interesting or would like an opinion about.

Feel free to leave feedback, tips for my next blog post or even topics you would like to find out about :)

Hope you enjoyed this post, and found out something you never knew, thanks!!