Cuervos Tequila Product Positioning and Advertising

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Table of Contents

Positioning Of the Product
Creating a specific activity
Give it a name a slogan
Objectives
Consumer interest
Recommendation for web traffic

Positioning Of the Product

Cuervos Tequila is a popular tequila brand that is popular in Mexico and North America. The first step in advertising this product will be to position it in the market based on the nature of target consumers. It means that the first step of positioning this product will be to understand the nature of the target market in terms of their age bracket, social class, and what they are looking for every time they purchase tequila. The target market for this product will include all adults of drinking age from different social classes who are looking for a unique experience in tequila. After understanding the target market, then the marketing team will develop the most appropriate way to position the product.

Cuervos Tequila brand will be positioned as a refreshing and healthy. It is important to note that the brand has other sub-brands that target specific target markets based on demographic factors such as social class, age, and even race. At this stage, Cuervos Tequila will be considered the parent brand. When positioning the brand, it will be very critical to appreciate that the target population is highly diversified based on their social status, age, race, or any other relevant demographical factors that could be used to define the market. The marketer must find something that is appealing to all within this wider market.

Two things were identified and used in positioning the brand. Anyone who consumes tequila wants something refreshing. The second common factor is the need for a healthy product that does not pose any health risks to consumers. People are currently very concerned about their health and prefer products that do not put them at risk of contracting diseases. The researcher combined these two concepts to come up with a powerful positioning for the brand.

Creating a specific activity

Tequila as a product is specifically used to refresh the mind and to achieve happiness even in the face of difficulties that one has to go through. The product is very popular among people who are celebrating. However, it can also be taken on non-celebratory occasions to create happiness among consumers. Many people use tequila as a way of lessening their mental burden when facing trying moments in their lives. The product gives its consumer a reprieve from the stressors in life, making it easy for one to think about a way out without the mind being clouded by the current unpleasant events.

The marketing team may need to determine what to mix to sell the product in the market. Based on its use, especially as a product meant for celebration, the product may sell well alongside food products. Food products will be considered as complementary products. It is common knowledge that tequila should not be taken on an empty stomach. Cuervos Tequila as a company may not need to start producing the food products to be sold alongside the tequila. However, the marketing team may need to find a way of convincing its target customers that the two should always go together. Moreover, physical strength is needed when one takes tequila and this can be generated by taking a proper meal either before or during the process of drinking.

Give it a name a slogan

When giving a slogan to this brand, the marketing team will need to be conscious of the approach taken during the stage of positioning the product. The message brought out in the slogan must reemphasize the created position of the product in the minds of the consumers. The following slogan may be appropriate for this brand.

Cuervos Tequila, refresh your roots in a healthy way

The slogan emphasizes the message set during the stage of positioning the product in the market. The slogan reminds consumers that when they use this product, they will get refreshments without exposing themselves to health risks.

Objectives

The objective of the researcher is to develop a strong marketing message to the target audience that will help promote Cuervos Tequila as a brand. To achieve this, several steps must be followed. The first step is to understand the target audience. Effective communication can only be established if the nature of the audience in terms of what they expect from tequila is clearly understood. The next step is to develop a strong message that will be appealing to them.

Accomplishing this objective was a little more challenging than other tasks because of the diversity of the target group. Cuervos Tequila offers a wide range of specific products which target people of different age groups, race, social class, and other demographical classes. Developing communication targeting these specific market segments is easy. However, this is not the case in this project. The researcher has to develop a message that will be appealing to all the clients irrespective of their demographical classes.

Consumer interest

When developing the mechanics of the promotion, the consumer’s interest must be given due consideration. When promoting this product, the interests of the consumers will be taken into consideration in two perspectives. The first one will be in terms of the truthfulness of the message. In many cases, marketers always promise consumers value that their products do not offer. They create hypothetical values for their products, a move that creates falls hope for the target audience.

This is not just an unethical but also illegal practice that must be avoided. The law prohibits misleading consumers when developing promotional campaigns. As a firm, it is the responsibility of the marketing unit to ensure that the message sent to the public is accurate and a true reflection of the value that consumers expect. The message sent to the customers also matters a lot in terms of developing a strong base of loyal customers.

Advertisements always create a sense of expectation among consumers. They expect the same value as promised in the advertisement. When they realize that the value offered in the product is of lesser magnitude compared to what was promised, then they may be dissatisfied. This may make them opt for other products. The second factor will be the issue of the health of the clients. Excessive consumption of tequila may be harmful to one’s health. This is the message that will be accompanying all the advertisements in print, social, and mass media. Sustainability at this firm can only be achieved if its clients remain healthy so that they may continue purchasing the product. Putting their lives in jeopardy may affect the ability of the firm to achieve success in the future.

Recommendation for web traffic

This brand will be advertised through mass and social media. Mass media has become a formidable force in the field of advertising. For this reason, the researcher will be keen to use this platform to advertise the Cuervos Tequila brand. Internet advertisement requires effective web traffic that is targeting an online audience. The first strategy that will be used is for the firm to be active in the social media space. The first step will be to have an official Facebook page for Cuervos Tequila.

Through this platform, the company will publish messages intended to inform the consumers about any changes or improvements of the existing product or introduction of a new line of products. The platform will enable this firm to interact with its clients and directly get their opinions about the brand. They can express what they love about the product or improvements that they desire in the products to improve the value offered.

The marketing team will also need to create an official Twitter handle for the firm where it can engage in online discussions about issues of concern. The marketing team should be keen to monitor social debates that may be of interest to its consumers. However, care should be taken to avoid engaging in controversial discussions that may give the firm a negative image among its intended audience.

Through the Twitter handle, the marketing team of this firm can respond to popular questions common in the prevailing social media space. YouTube will be very important as a platform for advertisement. The marketers will develop commercials that will be posted on YouTube. The advantage of this platform is that it will reach a larger population. Finally, the firm’s website will also be used to communicate with the public about this firm and its products.

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