Content complete

I have now finished putting in all the content needed including the background info tables and the comparison table. I am 600 words over the word limit so I need to go back over it all and see what bits I need to take out. Since its only 600 words I won't have to take too much out as I am allowed to be 10% over.

The next stage after that will be to think of design ideas.

Word Count

I have now included my introduction, information on all the brands promotion and the table including background history, percentage etc. and I have already reached the 5000 word limit. I know I can go over by 500 but I think at this stage I am going to re-read and take out the parts I feel aren't important as I want to have enough words to full answer my initial question in the comparison chart.

The content

In terms of writing the report I have just went over the half way point (2,500 words). I think to save myself words I am going to do the background of each brand in a table as the content for each campaign is quite a lot and I don't want to only skim on the details.

Also if I keep it in a table it is easier to compare each brand on the basic info like percentage, price etc.

The brands I have covered so far are:
Strongbow
Frosty Jack
Magners
Brothers

Once I have included all the brands I will check over them to see I have included similar information for them all and pick which are the main brands I am going to compare. 

Word count so far: 2,736

Survey Results

26 out of the 30 people I asked took the time to fill in my survey about the cider brands. The results are interesting and will really benefit my review findings.

Here are the results..

4. Do you have a favourite brand? Why is this?

Rekorderlig. Purely to do with the taste!

12/11/2012 17:39View Responses

Brothers - Because Its quite popular in bars and pubs. It also has a really nice flavour range.

12/11/2012 16:04View Responses

Rekorderlig or Kopperberg. purely for them being feminine, and I much prefer my Cider's to be slightly fruity and they have a good selection.

12/11/2012 16:00View Responses

Kopparberg as it as sexual and classy

12/11/2012 15:53View Responses

Magners - the new berry one

12/11/2012 15:48View Responses

Magners - personal favourite is pear, its cheap enough and does the trick

3/11/2012 20:08View Responses

As I do not regularly drink Cider, I would usually go for Magners- Strong brand loyalty. Also, Kopparberg for it's choice of fruity flavours and new varieties, especially for summer months.

3/11/2012 19:23View Responses

Magners in the bottle as off tap it seems to taste off. Also like trying foreign brands

3/11/2012 19:10View Responses

Magners It's at a competitive price with most other brands of cider. It's the nicest tasting and it isn't 'looked down upon' by certain members of the public in the same way that a cheap cider is.

3/11/2012 18:42View Responses

Magners - tasty Kopperberg- tasty Armagh cider - tasty

3/11/2012 18:37View Responses

Rekorderleig. Taste, nice selection of flavours and not as sweet as Kopparberg.

3/11/2012 17:41View Responses

Kopparberg. It tastes awesome.

3/11/2012 17:30View Responses

Bulmers.

3/11/2012 17:11View Responses

Yes. I like Bulmers the best usually. I like the different flavours, e.g. The red berry one is gorgeous in the summer. I also like strongbow from the tap. The price is appealing as the bottles of Bulmers/Magners is usually expensive!

3/11/2012 16:53View Responses

Magners

3/11/2012 16:48View Responses

brothers

3/11/2012 16:47View Responses

Kopparberg, because i like the fruity flavours

3/11/2012 16:38View Responses

koppaberg - it's sweeter than other ciders i've tried

3/11/2012 16:36View Responses

kopparberg because of flavour

3/11/2012 16:35View Responses

bulmers - price is quite cheap

3/11/2012 16:35View Responses

People choosing Magners for strong brand loyalty is quite a good point to make, also need to focus on the brands people associate with being reasonably priced.

The majority of main campaigns I am looking at for each brand are primarily reaching their customers through tv so this backs up this fact.

8. Why do you think the 'Method in the Magner's' campaign is so successful?

Magners has had all sorts of "different" ad campaign's - "Time Dedicated To You" and such. It's an attempt at market differentiation, which to me kinda half works. Ad-wise, I'd pick Magners over everything else, for much the same reason I'd pick Guinness - the ads are recognisable and easily identifiable.

I think because it has a comical element to them, depicting Irish people as silly and dedicated with drinking! It makes you think, if they put that much effort into making it, it must be a good drink!

Strong Campaign as it delivered the message clearly and connected with the target prospects emotionally If I was not a cider consumer it may motivate me, as it created hype 'trend' through word of mouth and conversation. Magners is also a strong brand, which continues brand loyalty.

It still seems like they corner the market for pub drinking cider. It is also a simple and catchy slogan that sticks in the mind

It's a humorous advert that makes fun of the those advertisements that go over the top to try and make people believe how hard they work to make their product.

The quotes i received from this question will really back up the popularity of Magners, some of the answers are very good.

9. What do you think of the new Kopparberg 'Un-established since 1882' promotional campaign?

The majority of responses hadn't even heard of the new promotion, which doesn't work well for Kopparberg as this is the highest budget they have ever put into a campaign. The responses I did like and will probably use are:

I didn't even know it was Kopparberg's new slogan! It's a bit try-hard I think, following the lead of Magner's and Strongbow by being "edgy" and "atypical". I don't drink Kopparberg and I don't really intend to start, so no, it's not my cup of tea.

I like it, though i think the use of the word "un-established" makes me think the company is a bit dodgy - makes it sound a bit home-made and not very professional ?

Primary Research

To back up my findings on how successful the promotions were I have done a survey including questions on various of the promotions I am including in the review to see peoples views on them.

I have also included the slogans of each the cider brands, this will prove how successful the brand has got their message across in terms of promoting themselves. 

I have posted the survey on Facebook and Twitter to target the typical age range of a cider drinker, I have also emailed people who fit into the suitable age range.

PowerPoint over, Layout ideas

The PowerPoint went well, only thing I have to add in is the price to make sure its clear  across the different levels and make sure when I actually am writing the review that I refer back to my introduction to make sure I answered all the questions I intended to.

In class we were shown previous reviews and how they laid them out, I think this will be the think that takes up the most time as I don't just want it to be a boring review, I want to include interactive elements to it. Especially since I am doing cider I can bring across the fun side in my layout designs.

IDEAS..

My first idea was to display my home page like a bar fridge and have all 9 brands visible in it which would be workable buttons to take you to that section of the report. I thought I could split up the different market levels by shelves so it is easy to navigate through the different markets.

I found this image on google and thought it was good as it is straight on so it would be easy to input the bottles over the top. I would blur out the bottles already in the fridge so you can still see they are bottles but not the branding on the labels so it won't cause confusing. 

I also thought to develop this idea I could develop this idea by creating an illustrated bar along the top of the measures etc. to tie it all together. I am going to try out this idea and see if it is worth continuing with.

PowerPoint completed

The Completed PowerPoint

Since I had previously made the summary table for all my 9 brands creating the power point slides was quite easy as I basically just had to elaborate a bit more on the information I already had. For a lot of the brands, Magners primarily, there are a lot of information. I tried to keep the amount of information the same for each brand.

I have kept the design of the powerpoint very simple as its mainly the information that is the important part.

In terms of layout, above shows my ideas. I will need to book a tutorial to top up my InDesign skills so I can achieve the outcome I want. I really want my review to be very interactive.