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ASDA - Group Assignment


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ASDA - Group Assignment

  1. 1. Campaign Pitch ASDA ‘Wonderful Weddings for Less‘ Client: ASDA Date: 24th March 2010
  2. 2. Market <ul><ul><li>Position : </li></ul></ul><ul><ul><li>Mintel estimates George at Asda to be the second largest value-clothing brand with a share of 19.7% in 2009. </li></ul></ul><ul><ul><li>Target audience : </li></ul></ul><ul><ul><li>25-45-year-olds , who cover 70% of sales. </li></ul></ul><ul><ul><li>Competitors : </li></ul></ul><ul><ul><li>Primark and Tesco (courtesy its online clothing sales initiatives). </li></ul></ul><ul><ul><li>(Source: Mintel) </li></ul></ul>
  3. 3. Wedding Market <ul><ul><li>Challenge : </li></ul></ul><ul><ul><li>In times of recession, wedding wear retailers must adapt their trading strategies to cope with the ‘double whammy’ of falling wedding numbers and a likely drop in average amount spent . </li></ul></ul><ul><ul><li>Benefit : </li></ul></ul><ul><ul><li>Wedding wear companies can benefit from this by publicising the ‘real’ people who wear their collections . </li></ul></ul><ul><li>(Sources: Mintel & Telmar) </li></ul>
  4. 4. Customer profile <ul><ul><li>Socio-economic status: </li></ul></ul><ul><ul><li>moderate means , hard-pressed </li></ul></ul><ul><ul><li>(D & E) </li></ul></ul><ul><ul><li>Family type : </li></ul></ul><ul><ul><li>majority LIVING as married </li></ul></ul><ul><ul><li>Internet savvy </li></ul></ul><ul><li>(Source: Mintel) </li></ul>
  5. 5. Customer perceptions Second only to Tesco in terms of trust , but is seen as the best value . 16-24 year-olds are slightly less responsive to the brand. High satisfaction score from 25-44 year-olds , who are attracted to its combination of style and value . 34 and under swayed by fashion , the over 35s are attracted by its value . (Source: Mintel)
  6. 6. Customer perceptions
  7. 7. Objectives <ul><ul><li>Broad based media coverage (at least 5 pieces of positive national coverage in print, on air or on TV) </li></ul></ul><ul><ul><li>After 6 months: 45% positive awareness of the range amongst target audience </li></ul></ul><ul><ul><li>£ 4,000 sales with a value of circa £ 2m in first 6 months </li></ul></ul><ul><ul><li>Secure 80% staff satisfaction with range </li></ul></ul><ul><ul><li>Bring age range down  more customers </li></ul></ul>
  8. 8. The Creative Idea <ul><li>2 stages: </li></ul><ul><ul><li>1. Employee launch – INTERNAL </li></ul></ul><ul><ul><li> wedding competition (“best proposal story”) </li></ul></ul><ul><ul><li> wedding in the supermarket </li></ul></ul><ul><ul><li> launch of dress </li></ul></ul><ul><ul><li>2. Fashion students style competition – EXTERNAL </li></ul></ul><ul><ul><li> 6 designs – one per month online and in-store </li></ul></ul>
  9. 9. Strategy – Target Audience Brides to be financially conscious women who are looking for an original design or concept  Younger adults want something that expresses their individual style, so brands and retailers may need to put more effort into this aspect of their offer ( uniqueness ). Bridesmaids to be versatile dresses that can be worn on more than one occasion
  10. 10. Strategy – Message Fashionable , stylish and unique wedding wear for brides on a budget.
  11. 11. Strategy – Media <ul><ul><li>Print – Daily Press </li></ul></ul><ul><ul><li>Promotion of dresses in papers such as The SUN and The Mirror . </li></ul></ul><ul><ul><li>Both newspapers include fashion sections (print and online). </li></ul></ul><ul><ul><li>(Source: Mintel, 2009) </li></ul></ul>Newspaper readership Primark George at Asda Matalan Tesco Broadsheet 27 22 24 22 Mid-market tabloid 35 31 34 26 Popular tabloid 47 43 41 33
  12. 12. Strategy – Media <ul><ul><li>Print – Daily Press </li></ul></ul><ul><ul><li>Story ideas : </li></ul></ul><ul><ul><li>National – “weddings on a </li></ul></ul><ul><ul><li>budget”, “weddings for less”, </li></ul></ul><ul><ul><li>supermarket wedding </li></ul></ul><ul><ul><li>Regional – student profiles </li></ul></ul>
  13. 13. Strategy – Media <ul><ul><li>Print – Women’s magazines </li></ul></ul><ul><ul><li>Asda shoppers’ favourite women’s magazines: </li></ul></ul><ul><ul><li>Take A Break – 1,282,000 </li></ul></ul><ul><ul><li>Closer – 939,000 </li></ul></ul><ul><ul><li>Heat – 746,000 </li></ul></ul><ul><ul><li>Chat – 680,000 </li></ul></ul><ul><ul><li>Pick Me Up – 595,00 </li></ul></ul><ul><ul><li>Now – 541,000 </li></ul></ul><ul><ul><li>(Source: Telmar) </li></ul></ul>
  14. 14. Strategy – Media <ul><ul><li>Print – Women’s magazines </li></ul></ul><ul><ul><li>Story ideas : </li></ul></ul><ul><ul><li>Styling ideas  more demonstrative </li></ul></ul><ul><ul><li>Photo spread with winning student </li></ul></ul><ul><ul><li>Proposal and wedding stories </li></ul></ul>
  15. 15. Strategy – Media <ul><ul><li>Print – Women’s magazines </li></ul></ul>Further magazines: i.e. Marie Claire – “Splurge vs. Steal”
  16. 16. Strategy – Media <ul><ul><li>TV – daytime </li></ul></ul><ul><li>Magazine shows : </li></ul><ul><li>I TV (Loose Women, GMTV), This Morning , Living TV , Sky 1 , BBC </li></ul><ul><li>Story Ideas : </li></ul><ul><li>i.e. live fashion shows , interviews with winning couple </li></ul>
  17. 17. Strategy – Media <ul><ul><li>Online – </li></ul></ul><ul><ul><li>Design of wedding webpage </li></ul></ul><ul><ul><li>Competitions (wedding & styling) </li></ul></ul><ul><ul><li> proposal stories, stylings (one per month for 6 months) </li></ul></ul><ul><ul><li>Information for brides to be (special deals, online wedding planner, tips) </li></ul></ul><ul><ul><li>Link to existing social media tools (Twitter, You Tube, Facebook, “The Green Room”) </li></ul></ul><ul><ul><ul><li> channel new content (videos, tweeds, etc.) </li></ul></ul></ul>
  18. 18. Tactics – Implementation <ul><li>INTERNAL – employee wedding in ASDA </li></ul><ul><ul><li>Couple and bridesmaids wear new wedding collection </li></ul></ul><ul><ul><ul><li> launch of collection </li></ul></ul></ul><ul><ul><li>Food , flowers and other wedding accessories will be provided </li></ul></ul><ul><ul><li> promotion of “special deal” </li></ul></ul><ul><ul><li>Press attendance </li></ul></ul><ul><ul><li> media coverage </li></ul></ul><ul><ul><li>Live Stream on ASDA website and video on you tube </li></ul></ul>
  19. 19. Tactics – Implementation
  20. 20. Tactics – Implementation <ul><li>EXTERNAL – fashion student competition </li></ul><ul><ul><li>Prize: stylings </li></ul></ul><ul><ul><li> different and individual styles </li></ul></ul><ul><ul><li>6 best styles are featured in store and online (1 per month) </li></ul></ul><ul><ul><li> inspiration for customers </li></ul></ul>
  21. 21. Administration – Timetable <ul><ul><li>Duration : 6 months </li></ul></ul><ul><ul><li>Stage 1 (end of March – end of May 2010) : </li></ul></ul><ul><ul><li>- competition among employees (“best proposal story”) </li></ul></ul><ul><ul><li>- launch of dress (ASDA wedding) </li></ul></ul><ul><ul><li> media coverage on launch event </li></ul></ul><ul><ul><li>Stage 2 (June - end of November 2010) : </li></ul></ul><ul><ul><ul><li>campaign (1 styling per month online) </li></ul></ul></ul><ul><ul><li> media coverage (print, on air, TV shows) </li></ul></ul>
  22. 22. Administration – Resources <ul><ul><li>Wedding costs (outfits, catering, servers, flowers, decoration, honeymoon) </li></ul></ul><ul><ul><li>Student competition (travel expenses, hotel, design materials, outfits) </li></ul></ul><ul><ul><li>Photographers (wedding & stylings) </li></ul></ul><ul><ul><li>IT (website) </li></ul></ul><ul><ul><li>Independent market research company (evaluation of campaign) </li></ul></ul><ul><ul><li>Agency fees (4 person account) </li></ul></ul>
  23. 23. Administration – Budget Expenses Wedding <ul><ul><li>£ 10,000 </li></ul></ul>Student competition <ul><ul><li>£ 10,000 </li></ul></ul>Photographers (3 days) <ul><ul><li>£ 5,000 </li></ul></ul>Construction & maintenance of website <ul><ul><li>£ 10,000 </li></ul></ul>Evaluation of campaign among employees & customers (independent company) <ul><ul><li>£ 10,000 </li></ul></ul>Agency fees <ul><ul><li>£ 30,000 </li></ul></ul><ul><ul><li>£ 75,000 </li></ul></ul>
  24. 24. Results – Evaluation OUTPUT: media coverage OUTTAKE: changes in attitudes, awareness of campaign and perceptions  telephone survey among customers / employees before / after campaign (independent market research company) OUTCOME: sales, hits to website
  25. 25. Summary <ul><ul><li>Employee Campaign (stage 1) : </li></ul></ul><ul><ul><li>Wedding Competition – ASDA sponsors the winning couple’s </li></ul></ul><ul><ul><li>wedding in the supermarket where the employee works </li></ul></ul><ul><ul><li> launch of the dresses </li></ul></ul><ul><ul><li>memorable event </li></ul></ul><ul><ul><li>Public Campaign (stage 2) : </li></ul></ul><ul><ul><li>Student Design Competition – 6 students will be selected and their </li></ul></ul><ul><ul><li>styling of the ASDA wedding dress will be featured online and in-store </li></ul></ul><ul><ul><li> demonstrate the versatility and style of the design </li></ul></ul>
  26. 26. 37 Thank you! Jon Buckley Luisa Denuell Soyini Grey