2. Waitrose and Aldi are both
supermarket brands that sell
food and sometime other
household items. These two
adverts are for Christmas food
that you can buy from these two
different stores.
They are two very different
adverts; one focuses on the
quality of the food that they sell
and one focuses on price and
value for the customers.
3. Quality: This Waitrose advert focuses on quality. This is
clear because of the quality of the image used. It is very
clear and shows a huge spread of a good quality
Christmas dinner meal.. The font that is used for the name
of the supermarket is white, lower case and on a clear
font. This also shows quality and the professional
standard of the food and the brand. The quality is also
being shown through the use of the professional chef
Heston Blumenthal. He is well known for his food and this
endorsement shows that he likes the food at Waitrose.
This will influence people to shop here.
Image: The main image here is of a good quality and
includes two people. This can help the audience to relate.
There is a large spread of good looking food that looks like
something that you would want to dig into, eat and be
proud of cooking. The food looks appealing and delicious
so people will be drawn to it. As this food is associated
with Waitrose, this is where people will want to go for
their food, if they aspire for it to be like this.
•
Price and Value: Prince isn’t mentioned here. This could relate to the rule that is sometimes said ‘If you have to ask the price then you
can’t afford it.’ The kind of people who will be buying their food from Waitrose will be going for the brand and for the quality so price
will not really be an issue. Given that the quality is mirrored in this advert would lead you to believe that the food is high quality and
therefore will be more expensive than somewhere like Morrison's. However, the fact that the food is good quality makes you think
that the food will be good value.
•
Market: The typical market of Waitrose food are people who are well off and who can afford quality food which is what is
represented by this advert. These are most likely people of the social class group ABC1 and are likely to be an achiever. The people
who shop here also could be emulators because they are shopping somewhere that is given the label of good quality food, however
they may not really be able to afford it and may be doing so to look like they can. The type of people who shop at Waitrose would be
the older generation/middle aged people who do not have to cook for a large family, therefore find shop to a budget.
•
Competition: Some competitors that are among the same standard of supermarket as Waitrose are places like Marks & Spencer. This
Waitrose advert is trying to top its competitors by showing that they have a famous chef to endorse their products and also by the
high quality elements of the advert.
4. Quality: This Aldi advert does not particularly
focus on quality. Aldi as a brand are not
particularly quality orientated. They focus mainly
on price and making things cheaper for people.
The image used here isn’t of a very good quality
which mirrors the quality of the food in the
supermarket.
Image: This image is not of a very high quality
and shows a normal looking family which other
every day families can relate to. This shows the
type of audience and market that Aldi aim to
please; Families who need to stick to a budget
when they do a food shop. These people are
belongers.
•
Price and Value: The prices are shown on the advert. There is the original brand price shown and the Aldi price. The Aldi version of the
product and the price is cheaper. This is the appeal of Aldi as a brand and a supermarket to their market. Most of the products in Aldi
are their own versions of some already existing products, for example in this advert there are Mr Kipling mince pies and there are Aldi’s
own mince pies. People who are providing for a family and trying to save money wherever they can are not particularly concerned with
the quality of the food that they buy, more are more interested in the price and the value. Aldi products do not particularly pride
themselves on their quality.
•
Market: The people who shop at Aldi are most likely of the social group C2DE because of how cheap the prices are and the quality of
the food. People who are of a higher social class will want more quality in the food that they buy and will probably be willing to pay
more for it. The customers will most likely have children and a family which would make them belongers. They may shop at Aldi
because it is there lcoal supermarket, it is easy to get to and has cheap food to feed the amount of people that they need to. Working
parents, parents with several children and students would most likely shop here.
•
Competition: Aldi have competitors in the same field such as Lidl, which is actually the main competitor. The main competition of
these two brands are the cheapness of food. Aldi aims to be the cheapest supermarket option for buyers and in this sense is in
competition with every supermarks e.g. Tesco, Sainsbury’s Morrison’s etc.
