8 Worst

marketing
Campaigns
 What is marketing campaign

● A marketing campaign, also known as

a marketing plan
● It is a long-term strategy for promoting
a product or service through various
means.
● It usually has one purpose, which is to
enhance sales of a single product
● Marketing campaigns are designed to
get consumers' attention in several
ways
Benefits of marketing campaign

● brand recognition;
● big sales volume;
● good reputation;
● wider audiences;
● customers’ trust;
● increased efficiency;
● raised awareness of a product;
 8 worst marketing campaign
Dove marketing campaign

But before we go deeper into the campaign, let’s take a look at Dove’s background. Owned by Unilever, Dove
is a personal care brand sold in over 150 countries. it the 10th most valuable beauty brand in the world. It
offers products such as deodorants, body washes, lotions, hair care, and facial care.

The campaign

Dove manufactured six different types of bottles.each bottle resembled a woman’s body type. this is the
message they were trying to convey:There are different body shapes and the bottles represented that.
From voluptuous to slim, tall to petite. There’s an hourglass bottle. A tall, thin bottle with smaller curves. A
pear-shaped bottle. An even squatter pear-shaped bottle.

What went wrong?

The idea sounded great! It was all about respecting everyone’s beauty, different body shapes, and sizes.The
public viewed the campaign as ridiculous.and decided to give it a big thumbs down. Instead, it backfired and
things turned bitter for Dove
 Audi marketing campaign
● Audi compares women to used cars.
● In 2017, German car manufacturer Audi released
an ad with the used-car division of its joint
venture in China.
● In the advertisement, a bride and groom stand
ready to get married when the groom’s mother
halts the wedding to aggressively inspect the
bride’s body – pinching her nose, ears and lips.
● The mother then gives an A-OK hand gesture but
drops her face as she sees the bride’s chest sigh
in relief
● The ad immediately cuts to an Audi driving on a
highway, with a voiceover stating
● An important decision must be made carefully,"
the tagline says.
● But the ad is getting pushback on social media for
comparing women to merchandise -- specifically,
to used cars that need to be checked from every
angle
 McDonald marketing campaign
● McDonald's has pulled a TV advertisement in the U.K.
after being accused of exploiting the feelings of children
who have lost a parent.
● The 90 second ad, which was produced by an outside
agency, depicts a young man struggling with the loss of
his father.
● The boy is shown asking his mother a series of
questions about his late dad: Did he have blue eyes?
Was he good at football?
● Then the boy and his mother arrive at McDonald's
(MCD), where he orders a Filet-O-Fish sandwich.
● "That was your dad's favorite too," says the mother.
● More than 150 people have complained about the
advertisement to the U.K. Advertising Standards
Authority, accusing the fast food chain of exploiting
bereaved children. Many critics recalled their own
experiences of losing a parent
 KFC Free Chicken Offer Failure
● Whenever we think of any fast food restaurant, the
picture of KFC comes to our mind.
● But when thinking about failed marketing campaigns by
fast food restaurants, then also the picture of KFC
ought to come to mind
● KFC's biggest failure in marketing happened on the
popular TV show, Oprah.
● They started an offer, promising viewers a free coupon.
● The only condition was that the users have to
download the coupon from the Oprah website
● Millions of people's coupons amounting to 10.5 million
coupons were downloaded.
● People from all over the US rushed to the KFC counter
to get their free treat.
● Thus KFC couldn't deliver what they had offered. They
apologized to Oprah and the customers as they didn't
have any other choice.
● Numerousrous customers were angry as they didn't get
what they were promised.
 Parker Pen’s Slogan
● “It won’t leak in your pocket and
embarrass you” – This was the slogan
Parker Pen company came up for their
ball-point pen.
● They sure meant it in a fun way; but in
Spanish, the verb “embarrass” takes a very
complicated meaning. When the slogan was
translated, it read as “it won’t leak in your
pocket and make you pregnant.”
parker-slogan-failed-marketing-campaign
● The word ‘embarrass’ sure did embarrass
Parker Pen Company when they realized
what it meant to their target audience.
Burger King’s, Women Belong in The Kitchen.
● Burger King’s statement last year on
International Women’s Day, that
“women belong in the kitchen”,
caused uproar on social media.
● It was part of a marketing campaign to
highlight the new initiative of the chain
in the restaurants to facilitate the
female executive chefs.
● However, this message did not come
through and the original tweet
confused thousands on social media.
● As the backlash grew, the company
said that not including the complete
program in its first tweet was a
mistake – a lesson for us all!
 Failure of Gillette
● Gillette is a famous brand but when
Gillette launched Vector razor in India,
● it was one of the biggest failed marketing
campaigns in India.
● Here is where they went wrong
● Before launching vector they did some
market research and found that in India
men had thicker and longer hair as
compared to Americans.
● Keeping that in mind to unclog the razor
while shaving they included a plastic
piece that could slide down.
● The biggest mistake Gillette did was that
they didn't conduct the research in India.
 Zomato’s outdoor banner ad
● The food tech startup recently placed an
outdoor banner ad with the abbreviations BC
and MC.
●
● Although Zomato’sversions of these
abbreviations were Butter Chicken (BC) and
Mac N Cheese (MC), they did incite people in
a wrong way since they were the short forms
of some expletives in Hindi.
● A few looked at this as a sexist attempt, and
the others termed it as something cheap,
shameful, and crass.
● All in all, there was a huge public outrage that
Zomato had to face because of its failed
campaign.
 Types of marketing campaign

The following are several types of marketing campaigns

you can use to achieve various marketing goals within your
organization:

● Traditional media campaign

● Seasonal push campaign
● Product launch campaign
● Brand awareness campaign
● Rebranding campaign
● Brand launch campaign
● Contest marketing campaign
● Email marketing campaign
Traditional media campaign
A traditional media campaign relies on traditional media outlets to increase brand awareness and/or
promote a product or service. Common traditional media outlets used for this type of campaign
include TV, print advertising, radio, and direct-mail advertising.
Seasonal push campaign
A seasonal push campaign is a campaign used to promote seasonal sales, products, or services.
This type of campaign is frequently used by companies that experience a seasonal influx of
business such as retail chains and restaurants.
Product launch campaign
Launching a new product often involves marketing campaigns aimed at spreading awareness of the
product and why customers need it. A product launch campaign is executed by the manufacturer in
coordination with any distribution partners.

Brand awareness campaign

A brand awareness campaign is one in which marketing efforts focus on building or strengthening
the awareness of a company's brand. Larger brands may implement regular brand awareness
campaigns to maintain their popularity.
Rebranding campaign
A rebranding campaign is when a company uses marketing to promote a change such as a new
company name, logo or merger with another organization. This type of marketing campaign is also
used by companies that have fallen out of favor with their target audiences or that wish to make a
comeback in their industry.
Brand launch campaign
Similarly to a product launch campaign, a brand launch campaign is used when a company has
created a new brand and wants to increase awareness of it.
Contest marketing campaign
Contest marketing campaigns are not a new concept but have become increasingly popular thanks
to social media. This type of campaign can encourage new organic website traffic and spread
awareness of a company and its products.
Email marketing campaign
Email campaigns are used by companies to keep in contact with current customers and inform
them of sales, coupons, discounts and new products or services.
E-Commerce
What is e-commerce
● It stands for electronic commerce.
● It means maintaining relationships and conducting businesses transaction
that includes selling information, service, and goods using computer and
telecommunication networks.
● It means buying and selling goods and services over the internet.
● It is also known as Internet commerce and electronic commerce.
● Transactiln of money, funds, and data are also considered as
e-commerce
Advantages of e-commerce
● Online store are always open
● Customer aren't limited geography.
● Promoting products is easy
● Purchasing is instaneous.
● E commerce tracks a customer journey
● It's easy to scale up or scale down
● E-commerce attracts customer through content
 Disadvantages of e commerce

● The internet can break

● It takes efforts to accurately portray
your products.
● Lots of competition online.
● Customer expect instant service.
● Shipping can be unpredictable
 Aims and objectives of e-commerce

● Cost effective management

● Developing business relations
● Developing relevant target
● Rising sales turnover
● Sustaining existing customers
● Enhance the efficiency of service,
 Classification of e-commerce
● Business-to-business

● Business -to-consumer

● Consumer -to-consumer

● Customer - to - business

● Consumer - to government

● Government -to- business

 Conclusion

Marketing campaign E commerce

● Even after these failed marketing campaigns,
these brands are doing well because they
have learned from their mistake. ● E-Commerce is not an IT issue but a whole
● That is what every human being and all the business undertaking.
businesses should do.
● Don't repeat your mistake, learn from them ● Companies that use it as a reason for
and keep improving. completely re-designing their business
● And always remember that every failure is a processes are likely to reap the greatest
door to a new opportunity or idea.
● And most times fear of failure stops us from benefits.
creating anything new. ● Moreover, E-Commerce is a helpful
● So our advise is to do thourough market
research and not skip over or skimp on this technology that gives the consumer access to
step as most of these fails could have been business and companies all over the world.
avoided with a couple more hours of research
or meetings put behind the campaigns.