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Ad and Package Analysis Assignment

Name

Institution Affiliation

Course

Professor

Date
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Section 1 – Packaging

1. Images of a more innovative and less innovative product packaging

Innovative Packaging- NIKE flyknit puzzle box

Less Innovative Packaging- Adidas' Traditional Shoebox

2. Comparison Of The Two Packaging

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Nike's Flyknit Shoe Packaging is more inventive than Adidas' Traditional Shoebox in
various ways. To begin with, Nike's packaging represents the colorful and modern aesthetics
associated with their brand in terms of color and design. Flyknit shoe packaging frequently has a
vibrant color palette that matches the shoe design and produces an overall aesthetically attractive
package. Adidas' Traditional Shoebox, on the other hand, tends to keep to a more consistent
color palette, with the brand's emblem as the major aesthetic feature. Nike's package design goes
beyond the traditional shoebox, incorporating a visually appealing mesh pattern resembling the
Flyknit material used in their sneakers. This attention to detail, together with the intentional use
of design aspects, contributes to a more inventive and visually appealing package experience.

Furthermore, Nike's Flyknit Shoe Packaging demonstrates innovation through the

materials utilized and the content (text) included. Nike's packaging is created from recycled
materials, showcasing the company's dedication to sustainability and conservation of the
environment. The use of a long-lasting, lightweight, and reusable drawstring bag not only adds a
utilitarian element to the packaging, but it also coincides with Nike's commitment to eliminating
waste and supporting environmentally responsible activities. Adidas' Traditional Shoebox, on the
other hand, is often made of basic cardboard, lacking the sustainable materials and inventive
design choices found in Nike's packaging. Additionally, Nike's packaging frequently
incorporates entertaining writing and artwork that enhances the whole brand experience. They
may include product specifics, inspirational messages, or visual storytelling that engages people
emotionally. While utilitarian, Adidas' Traditional Shoebox generally depends on the brand's
emblem and graphics rather than including interesting content or storytelling components. This
contrast in packaging techniques emphasizes Nike's emphasis on innovation and consumer
interaction even more.

3. The Role The Packaging In Marketing And Sales

The packaging is very important in the marketing and sales of a product. It is the
consumer's initial point of contact with the product, leaving a lasting impression. A well-
designed packaging may pique the consumer's interest, express the brand's values and identity,
and distinguish the product from rivals. It is an effective marketing technique since it conveys
information such as product characteristics and advantages using graphics, text, and imagery
(Retnowati et al., 2021). A visually beautiful and unique package may entice new customers,
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build anticipation, and improve the entire brand experience. Furthermore, the bundle boosts
consumer confidence and perceived value, which influences purchase decisions. It may elicit
emotions, foster trust, and reaffirm the product's quality and legitimacy, eventually increasing
sales and consumer loyalty (Retnowati et al., 2021).

4. The Target Market

The target market is expected to be active persons, athletes, and sportswear aficionados
that appreciate lightweight and breathable footwear, based on the creative packaging of Nike's
Flyknit sneakers. The packaging's environmentally friendly materials and visually appealing
design complement Nike's brand image and appeal to consumers who value performance and
style. And I believe they have been effective in attracting their target demographic for this simple
reason.

Section 2 - Branding: Differentiating Between Line and Brand Extensions

1. Line Extension Strategy And A Brand Extension Strategy

A) Line Extension Strategy

Company: Nike

Product Line: Nike Air Max sneakers

Nike Air Max 90, Nike Air Max 95, Nike Air Max 270, Nike Air Max 720, and so on.
The cushioning technology of Nike's Air Max series is well-known. To accommodate to varying
consumer tastes and style trends, the business has developed many models with distinct styles
and functions within the Air Max product line.
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Company: Oreo

Product Line: Oreo cookies

Oreo Thins, Oreo Double Stuf, Oreo Golden, Oreo Mega Stuf, and so forth are examples
of line extensions. Oreo's product range has been expanded by producing varieties that appeal to
varied taste preferences and product shapes. These line extensions cater to customers who
demand thinner cookies, more filling, or various tastes.

B) Brand Extension Strategy

Company: Virgin Brand: Virgin

Virgin Atlantic (airline), Virgin Mobile (telecommunications), Virgin Hotels

(hospitality), Virgin Galactic (space tourism), and so on are examples of brand extensions.
Richard Branson's Virgin brand has expanded effectively into a variety of businesses. The Virgin
brand has entered several areas with a variety of products and services by leveraging its high
brand reputation for quality and innovation.
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Company: LEGO

Brand: LEGO

LEGO Video Games, LEGO Movies, LEGO Theme Parks, LEGO Education, and so on
are examples of brand extensions. LEGO's brand has expanded beyond actual building bricks to
include digital entertainment, movies, and educational items. This brand extension approach
enables LEGO to interact with consumers in new ways and broaden its reach beyond traditional
toys.

2. The Advantages And Disadvantages Of The Strategy For The Manufacturer

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Manufacturers benefit from line extension strategy in a variety of ways. For starters, it
saves money by exploiting current manufacturing capabilities and supply channels. Line
expansions benefit from speedier consumer adoption by utilizing the brand equity and customer
loyalty connected with the initial product (Elliott-Engel et al., 2021). Furthermore, line
expansions enable businesses to target certain customer niches and respond to a variety of tastes,
therefore broadening their market reach. However, there are some drawbacks to consider. If line
expansions are not distinguished successfully, they may dilute the brand image and mislead
consumers (Elliott-Engel et al., 2021). There is also the risk of cannibalization, which occurs
when new varieties compete with the original product, lowering total sales. Putting too much
emphasis on line expansions might stifle innovation and restrict long-term growth possibilities.

Manufacturers benefit from brand extension strategy since it capitalizes on existing brand
familiarity and reputation. It enables them to expand into other product categories or markets
while capitalizing on consumer knowledge and confidence in the original brand. Scale
economies can be realized by using existing infrastructure and distribution networks (CLAIRE
DENG & MESSINGER, 2021). Brand extensions also serve to lessen the risks connected with
the introduction of new brands or goods. However, there are some drawbacks. Brand extensions
can dilute or confuse the brand's basic essence by stretching it too thin. Another danger is
cannibalization, which occurs when new items compete directly with current ones (CLAIRE
DENG & MESSINGER, 2021). A botched brand extension can undermine the entire image and
reputation of the brand. The effectiveness of these tactics is determined by elements like as
distinctiveness, customer acceptability, and the capacity to preserve the brand equity achieved in
their businesses.

Section 3 - The Anatomy of an Advertisement

1. An Image of a Print Ad
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2. Objective of the Ad

The objective of the Pepsi advertisement is to raise customer awareness and tell them
about the launch of a new taste variety called Pepsi Mango. The advertisement's goal is to pique
customers' curiosity and enthusiasm, entice them to try the new product. Since a result, the major
goal of the advertisement appears to be educational and persuasive, since it aims to persuade
consumers to try and ultimately purchase Pepsi Mango. Because I am an AI and cannot directly
access or examine external material, I cannot determine whether the ad met its objectives.

3. Type of Appeal

The emotional appeal is used in the Pepsi ad to connect with the viewer. To elicit
pleasant feelings and a sense of delight, the advertisement employs aesthetically attractive
graphics, brilliant colors, and uplifting music. It also uses contrasting colors that emotionally
connect with viewers, with the goal of instilling a demand for the new Pepsi Mango flavor by
connecting it with sentiments of happiness, excitement, and delight.

4. Components of the Ad
a) Headline: INTRODUCING PEPSI MANGO
b) Subhead: THE PERFECT MATCH
c) Body Copy: Not included
d) Call to Action: Not included
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e) Contact Information: Not included

f) Any images and how they are used: A mango is used to depict the new flavor of Pepsi
and the yellow background presents a colorful mood to the ad
g) All branding elements (logo, tagline, colors, etc): The images of the cans show the logo
and the colors used in the packaging. It also employs blue color and black color to depict
the mango flavor and the zero sugar flavors respectively. White color is used for the font
of the brand name.
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References
CLAIRE DENG, Q., & MESSINGER, P. R. (2021). Dimensions of brand-extension fit.
International Journal of Research in Marketing, 39(3).
https://doi.org/10.1016/j.ijresmar.2021.09.013
Elliott-Engel, J., Westfall-Rudd, D., & Corkins, C. (2021). Engaging Stakeholders in Extension
Strategic Planning. Journal of Extension, 59(Autumn 2021).
https://doi.org/10.34068/joe.59.04.03
Retnowati, E., Lestari, U. P., Mardikaningsih, R., Sinambela, E. A., Darmawan, D., Putra, A. R.,
& Arifin, S. (2021). The Effect of Packaging, Product Variance, and Brand Equity on
Nutella Consumer Trust. Asian Journal of Management, Entrepreneurship and Social
Science, 1(1), 169–180. http://www.ajmesc.com/index.php/ajmesc/article/view/122