Introduction
In this assignment for the subject of Communication and new technologies I will incorporate all the acquired information I learned during the classes. To introduce a new brand Raw Way, I will apply the action techniques, emotional systems, 4MAT principles, anchoring, and other approaches.
Action Model
Aim
The target audience for the product is men and women aged 18–45 who care for their health, lead active lifestyles, and have professional sports careers.
Raw Way smoothies consist of 100% vegetables, fruits, and berries without the addition of sugar, preservatives, and dyes. Healthy eating is now the most obvious trend on the market; it has great growth potential.
Smoothies are a completely new level product for us. This is a fundamentally new product because it is natural and it is not just juice. When you use smoothies, you use vegetables, fruits, and berries in the same unchanged form in which they should come into people’s bodies.
Raw Way is not only a delicious product, but also helps consumers solve the problem of daily insufficient intake of dietary fiber. Thanks to cereals, one pack of our smoothies covers 17–20% of an adult’s daily need for dietary fiber, which is confirmed by test protocols.
If your goal is to stay healthy, get all the nutrients at once, and feel like a champion every day, then the Raw Way is the right choice!
Connection
It is vital to choose a song that connects the main idea of our product and the customers’ motivation to buy it. Therefore, “We Are the Champions” by Queen is a perfect option because our goal is to make a person feel as healthy as a champion. It seems like the song emphasizes the major theme of our product – being powerful and feeling inspired by leading an active lifestyle.
Techniques
The brand will utilize such slogans as “Raw Way – Championship as Your Lifestyle,” “Take a sip and win the life,” or “Raw Way is your way to success.” These phrases reflect the target audience’s interests and create a sense of self-confidence on the way to success (Moistner, 2021). The product comes in ten different tastes; the development of other tastes is possible if this line succeeds. The advertisement will demonstrate famous male and female athletes who have just won medals approaching the cafeteria and choosing Raw Way as an after-competition meal.
Identity
Highlighting the idea of the affordability of the product for different group of customers.
Opportunities
It is possible to promote healthy lifestyle and increase the likelihood of becoming a champion using Queen’s song and attracting famous athletes.
Numerous (Anchoring)
The usage of such words as “champion,” ‘healthy,” “motivation,” and “tasty” can contribute to customer’s satisfaction.
Emotional Systems
Emotional systems are expressed via call for action “join us,” and “become a champion.” These are used to encourage the audience try our product.
Negative Words
We do not claim to be the market leaders but we guarantee top-quality products usage.
Press Release (4MAT System)
(Why) Every day is a chance to be a champion – for yourself first because it takes you closer to your goal.
(What) Raw Way is your way to success – start smoothie program now and show your potential in any field of activity.
(How) How to become number one by taking small steps every day?
(What if) What if our top-quality vegetables, fruits, and berries mixed with still water is what paves your way to living healthily and experiencing championship in every sip.
Join us and become a number one!
For all other information, access our website www.rawway.com
Conclusion
In summation, the product will be attractive since it guarantees better well-being and an increased level of energy, helping to cope with daily tasks faster and achieve success. Involving celebrities in the ad and incorporating powerful and magnetic music is supposed to attract users and inspire them to lead a healthy lifestyle. The combination of high-quality products for smoothie making is another benefit the customer has yet to try.
Reference
Moistner, H. (2021). Marketing strategies and tips. Amazon Digital Services.