Successful Advertising. a Case Study in My Country: Cricova Winery

SUCCESSFUL  ADVERTISING.
A CASE STUDY IN MY COUNTRY: CRICOVA WINERY

Student: Ariadna Țurcanu

Coordinator: Asist. univ. drd. MUREŞAN Maria,

                   “1 Decembrie 1918” University of Alba Iulia

Abstract: 

“A man who stops advertising to save money is like a man who stops a clock to save time.”   Henry Ford

Being the best way to communicate to the customers, Advertising has a crucial role in today's competitive marketing world. It helps informs the customers about the brands available in the market and the variety of products used to them.^[1] This is a marketing strategy implying paying for space to promote a product, service, or cause. The purpose of advertising is to determinate people to pay for a company’s products or services and attract them to buy. This research studies three key factors often employed in the management of businesses: the audience, the objective, and the platform. Analyzing this factors, marketing teams and agencies focus on market research in order to maximize profits using the right strategies.  

Introduction:

Strategies for a successful advertising business campaign are an important factor for every company and business. As many of you know advertising and promotion are all around us:  on TV, at the radio, in newspapers etc.  Many agencies have established methodology, terminology and processes, spending decades or even years in order to develop advertising plans.

So how do you make sure your social media and efforts are giving you the best results? What factors are essential to make your company successful?

The secret of successful advertising campaigns is such that simple products become brands in the eyes of consumers. But how to reach this status?

Market research is a process of the systematic collection of data, about a particular target market, competitors, customers, market trends, etc. These factors are used to adapt the platform of advertising to the targeted audience in order to achieve the marketing goal- to become a brand.

[pic 1]

Figure 1

Factor 1: Audience

Market segmentation analysis and the selection of the particular audience the company will target are indispensable parts of a strong marketing plan. When you analyze your potential audience to identify key segments, you consciously select groups of people you will try to attract to your organization. The marketing goal is to attract the right people with the right message through the right media at the right time with the right product at the right price. “What your advertising says and how it says it serves as part of the mix of factors that influences its success, but the most important is to achieve your brand”^[2].

Factor 2: Objective 

The main objective of advertising is to sell goods or services. In order to achieve this major objective other specific objectives are formulated and applied in personal advertising campaign. Such specific objectives are determined by entire marketing strategy, for example :  to assist salespersons, to inform about new product, to reduce cost, to remind and reinforce customers etc. Marketing strategy sometimes claims to provide an answer to one of the most difficult questions: how to recognize and achieve an an economic advantage. The main objective of marketing is to establish a connection  between analysis and action, or in more common managerial terms between strategy formulation and strategic implementation. At the same time, according to Andrew Whalley^[3], it has also had to address a perhaps more fundamental question: how far, at least from a demand or market perspective, can we ever develop general rules for achieving enduring economic advantage.

Factor  3: Platform

The number of advertising platforms available to business owners can make you spend a lot of money without result.  The most important advertising platforms are print (newspapers, magazines, direct mail, catalogs and program books) Internet, outdoor, TV, radio. Understanding advertising options and how to choose the right ones helps to increase sales without spending a lot of financial resources. Based on all of the above, The advertising platform can be described as an exploration tool that optimizes programmatic inventory sales using real-time indicators. The process begins when an advertiser decides to create a prospection for promoting a product.

Case study

In order to explain how does the successful advertising look, I will present a particular case where a young company, born in a centrally-planned economy environment, in just a few years, became a national brand reaching a status where the name speaks for itself without making big investments in advertising campaigns.

History
 "Cricova" SA  is a representative brand for the Moldovan wine and represents an unique underground city well-known all over the world by its huge labyrinths, and especially by its good wines. According to winetours.md “Cricova is the first winery in Moldova which makes sparkling wine as it was prepared by the monk - wine maker Pierre Perignon.”^[4]

[pic 2]Figure 2

According to a raport “Analiza companiei-CRICOVA’’ made by  Balan Cristina for  the Academy of Economic Studies of Moldova “Currently, 45 % of the company's output is exported to Russia , 30% to Belarus, 5 % to the Baltic countries, 5 % to Kazakhstan, 1-2 % to Ukraine. Cricova has 90 authentic products and only 5% of total production is exposed for the domestic market.”^[5]

Factor 1: Audience
First of all, Cricova produce sparkling wines in accordance with the classical French method, invented centuries ago by the Dom Pierre Perignon – "Methode Champenoise“. Thanks to this strategy they produce a very good wine and for a low price. As a fact Cricova produces 6000 bottles of sparkling wines per hour and about 9,000 bottles of slow wines. As a result, their wine is accessible to a large category of buyers. For example, in Europa, you can pay for a bottle of Cricova good wine from  10 to 250 euros. (www18) ^[6]