Question

Watch 3 commercials. Identify the organizational pattern, reasoning and appeals used.

P/s: Any commercials

Answer 1

Examples of three commercials:

Nike

British airways – London

Coca Cola

1. Nike

Organizational pattern: the organizational pattern of Nike is developed in such a way to deal with market differences. The company has a geographical divisional organizational structure. it is based on company’s needs both globally and regionally. The following are the features of organizational structure:

• It has a global corporate leadership.
• The geographic divisions are semi autonomous.
• Global divisions for brand licensing.

           Reasoning:

            The logical thinking behind Nike is how it adopted its name. it is Greek word meaning “goddess of victory”. This can be an example of Nike’s reasoning when it selected its name for the company. The message in its name “just does it”. This seems to be encouraging for the buyers especially athletes which encourage them to do things easily and achieve success.

Appeals used:

Mike’s appeal seems to be emotional to make the customers to buy its products. This develops a bonding and attachment with the brand

1. British airways:

Organizational pattern:

The organizational structure of British airways is in such a way that it helps in profit maximization. It is the shadow of duties of the employees, and their responsibility toward achievement of organizational objectives. The split of organization structure is in such a way that the marketing team has been separated, commercial department, customer experience team which focuses on travel experience. This pattern of organization structure is to place marketing as airline’s main business strategy.

The logical thinking of British airways is it adopts complex problem solving and client management skills that are highly given weight age throughout the business. They use sophisticated analytical tools to adopt best solutions to their problems.

They provide outstanding service to the customers, by operating in key global cities. It launched a new online retail website, offering great range of hotel services, car hiring packages along with the flight services offered making a best choice for its customers.

1. Coca cola:

Organizational structure:

The organizational structure of coca cola is in such a way that it has separate international division because the staffs of international division operate separately. It has various divisions around the world with vice presidents that control each division. The operations of coca cola are mainly controlled by its head office.

One of the logical idea of coca cola is its no and low sugar versions. This type of idea was adopted by coke focusing on the health of its customers. The red color of the drink is considered to be the main brand identity of coca cola. This type of logical approach will make the customers to easily identify the drink from the shelves of the stores.

Appeals:

It uses the promotional products strategy cleverly to influence its sales and revenue. These promotional gifts provide endless opportunities for the business to grow. These types of promotional gifts are considered to be the best way to place the brand in front of the customers to make them to buy the product. The various promotional gifts offered by coca cola are bottles, attractive bags, tins, containers etc.