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Advertising

Index

1. Introduction 2
2. Methodology 4
2.1 Qualitative research 4
2.2 Limitations 4
2.3 Value of research 5
3. Literature review 5
4. Who’s doing it? 9
5. Organisation/Brand views 10
5.1 Business Connexion 10
5.2 Sasol 12
5.3 Black River F.C 14
6. To customise or not to customise, that is the question 15
6.1 Business Connexion 16
6.2 Sasol 16
7. The outcome 17
8. So what does this show and what needs to be considered? 22
9. In conclusion 24
10. Appendix 26
10.1 Diagram 1 26
10.2 Brand audit mind map elaboration 27
10.3 Diagram 2 30
11 Bibliography 31

Introduction

A consumer does not purchase Colgate toothpaste, they purchase fresh breath, or white teeth, a consumer does not purchase Levi’s pants, they purchase a certain image.

If one looks back in the path of marketing, the industry shifted from the inside-out approach, this being companies offering consumers products, to the outside-in approach, in which the consumer dictates what they want from a company, and the companies brand tries to meet this need the best way it can. This was further adapted to a point where the consumer has the opportunity to customise their product. Levi’s now gives the consumer the chance to customise the fit of their jeans; Nike allows the consumer to customise colours and designs on certain shoes. This has been a large success for these, and other brands, by allowing their consumers to be more involved in the product they are purchasing as well as developing a positive image and relationships with consumers.

So how does the first paragraph tie in with the above? Well consider for a moment the business–to-business environment. An advertising agency is the service/product a company purchases. For example, Transnet purchased the services of...