Task 4
Price:
In terms of the marketing strategies, Aldi and Tesco prize themselves and
sell their products by the price of their...
Quality: The term ‘quality over price’ refers to the supermarkets
Marks and Spencer's and Waitrose. It is clear that both ...
Image;
Both of these drinks focus more on the image of their brand rather than
the price, as you can tell from this advert...
Value: Primark, an affordable fashion and homeware chain-store, sell
products to the masses and is extremely popular throu...
Market and Competition: Both Coca Cola and Pepsi are companies that are
in a similar market and can be seen to be in compe...
Market and Competition: The supermarket chain, Asda, have newly
released a set of advertising materials that focus primari...
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Task 4

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Task 4

  1. 1. Task 4
  2. 2. Price: In terms of the marketing strategies, Aldi and Tesco prize themselves and sell their products by the price of their goods. In terms of the look of their marketing campaigns they have a similar way to do so, priding themselves on being such a family brand, unlike competition and other brands like Mark’s and Spencer's and Waitrose that focus more on the quality of their goods and the image that they portray. In terms of the design, they have focused more on drawing your attention onto the price. Both for Tesco and Aldi, they use the colour red which is relatable to sales and this idea of a bargain and is also a strong colour that can be used to draw in the attention of the audience into the advertising campaign. When comparing the two they use short , snappy sentences and punchy statements that relate to this idea of a bargain and to prove the fact that they are saving. ‘Britain's biggest discounter’, ‘swap and save over 35%’ Both of the advertising campaigns use a similar colour scheme of reds, yellows and blue which are all primary colours, which are basic like the products and so these colours don’t fall out with the rest of the design appealing to all generations and genders. These colours also compliment the simplistic look of the overall advertisements, contrasting with the white tones which look clean and precise. They also tend to highlight the fact that they are better on price and comparing them in order to get more customers. There are also external links featured upon these advertisements, with links to Twitter and Facebook on the Aldi advertisement, which is appropriate, as it relates to a young audience, who utilise social media means as a way of communicating, therefore, it is a free form of advertising for the company, as people may decide to follow or like the pages posed by the company through digital means. Also, on the Tesco advertisement, there is an image of the Clubcard, which may encourage people to have loyalty to the company, therefore, they will spend more money there. This is a clever marketing technique.
  3. 3. Quality: The term ‘quality over price’ refers to the supermarkets Marks and Spencer's and Waitrose. It is clear that both of these advertisements do not issue the price of the product that is featured on them, instead they issue language such as “Quality” and “Eat Well” focusing ironically on the ‘quality’ of the product, as opposed to the price that it retails at. Another comparison is that they both use white font, which is effective, as it stands out from the dark background and will initially catch the attention of the viewer. High-key lighting is also used upon both of the images, which emphasises the appearance of the food, therefore, this is a clever marketing technique, as the consumer of the product will be convinced to purchase it, solely on the appearance of the stated food product. Also, the logos of each of the companies are featured, which is useful, as it informs the consumer of what they are going to expect, as M&S and Waitrose are rather high-class supermarkets that are primarily targeted towards an upper middle class audience, as the food is quite expensive. There is a significant amount of emphasis on the image of the company, with the food featured that looks of a high standard, however, both companies use the element of quality well, as they do not feature the price whatsoever, as it is irrelevant if the standard of the food is great. Although, even though both advertisements utilise a white, san-serif font, the amount of text used is different, as the Waitrose campaign uses just the title and the slogan, whilst the M&S advertisement features an explanation as well, which makes the campaign seem more detailed, however, the consumer, may not want to view an extended amount of text, as they may find that it tedious and therefore, they will have no interest in viewing the promotional piece of material any further. The Waitrose advertisement addresses the point quickly, which will interest the audience much more than that of the M&S one.
  4. 4. Image; Both of these drinks focus more on the image of their brand rather than the price, as you can tell from this advertising material and the design behind this. As both Vitamin Water and Innocent Smoothies are very similar in design. Looking at the Innocent Smoothies the actual image of the product is important as well as the surrounding of this as they are showing the audience what goodness goes into their drinks. Making these fruits look as appetising as possible. Showing the ingredients to one side and the drink that is created on the other. Targeting those who tend to lead a healthy lifestyle, as well as those influenced by the lifestyle and ethics of hippies, because of these drinks being very natural related. These types of drinks also like to highlight and make sure that the audience are aware of the content that goes into these drinks by the text that is used such as the words ‘we crush all of this… into this’ as a way of illustrating the point. In terms of the background design both of these posters they have used two different approaches a white background which helps to draw your attention into the poster focusing on the product in the centre. Using a plain background also reflects the simplicity of the drink and the clean and healthy look. To contrast this, Innocent have looked at using the background taken from the countryside, which reflects the outdoors and the ideas behind healthiness and being active. The green of this advertising campaign also compliments the ideas of nature and the environment which work well with the inspiration,. Also, the fact they have used a summers day reflects the summery sort of drink that this is. In terms of the colour scheme, they have used a lot of colours associated with fruit, and are also primary colours that don’t target a specific gender or age, by using multiple fruits in the design emphases how healthy they are and the amount that goes into these drinks.
  5. 5. Value: Primark, an affordable fashion and homeware chain-store, sell products to the masses and is extremely popular throughout the UK. However, some of the items that are sold could be viewed as ‘copies’ of existing designer fashion brands, such as Doc Martens, but adding their own interpretation of it and retail it at a high-street price, which proves popular amongst those who simply cannot afford the expense of the ‘real’ product. As an example, Primark released footwear that almost looked identical to the genuine Doc Marten boots, which would have been seen as value for money, due to the fact that they mimicked the original designs, but had a lower price tag. Although, the overall quality of the shoes may be poor and break easily from Primark, which could put other consumers off of the product, as they will not be getting value for money if their items are falling apart, which means that they should have invested in the more expensive, genuine pair of boots, as it would have saved them more money in the long run. Furthermore, Primark has also been under fire from Prabal Gurung, a top New York-based designer, as they have taken inspiration from his designs as recent images show this (see left). The company were accused of imitating one of Gurung’s most iconic dresses, which comes with a ‘designer’ price tag, using the same floral pattern and colour scheme. Some consumers would choose the more expensive option because of the quality of the item even though it comes at a cost. Value doesn’t always equal quality which is why the consumer may have to purchase the designer item. Primark focus more on the price and value of their items, whilst designer fashion brands focus more on the quality of the product. As an example, Primark sells imitation Ted Baker wellington boots which feature the iconic ‘Bow’ that is presented upon the original boots, however, they have slight differences excluding the brand logo. The key words in the slogan of the advertisement are ‘pay less’, which shows that this particular company focus more on the value side, than any other aspect.
  6. 6. Market and Competition: Both Coca Cola and Pepsi are companies that are in a similar market and can be seen to be in competition with each other because they create the same type of product which is a carbonated drink. They both use primary colours as their main colour scheme, with blue and red, which are rather simplistic but effective at the same time. Also, they are both bright which catches the attention of the primary target audience of both of the products which range from the ages of 14-30. The reason why they are in direct competition is because they market the same type of product, therefore, they want to be the ‘better’ cola company, so they will campaign to be the top company in the market. From the original versions of each of the drink, both companies have created a ‘diet’ or ‘light’ version of the beverage, in order to appeal to an extended audience. And therefore increase sales. This type of competition is positive as it keeps each of the companies on their toes, where they can outline the faults posed by one another and build on them on their own campaign in order to be the most successful. Both advertisements (on the left-hand side) are targeted towards a female audience suggested by the imagery used. Also, the fact that they focus on the terms ‘skinny’ and ‘light’ show that they are more healthy and are primarily linked to the ideologies that are held towards women with the perceived stereotype that they desire to look a certain way because of what is presented to them in the media. Both companies use celebrity endorsement as a way of competing with each other in the market, so that they become the most popular beverage. An example would be Coca Cola using Taylor Swift as part of their advertising campaign, whilst Pepsi used Beyoncé, who are both powerful women that have mainstream status, therefore, if the consumer sees them promoting it, they will feel more obliged to purchase the product. This is a clever marketing technique that is used by many companies in order to gain success in their field of work.
  7. 7. Market and Competition: The supermarket chain, Asda, have newly released a set of advertising materials that focus primarily on the idea of competition between other leading supermarket brands, giving the audience a visual demonstration of the price comparison aspect that the company promotes in order to gain the highest amount of customers, which will appeal to a family audience that are looking for the most value for their money. The competitors of the large chain store include; Sainsbury’s, Morrisons and Tesco. The company are trying to initially ‘outdo’ these supermarkets, so that they can establish their place in the market, as well as making a hefty profit from their increased sales. In their Christmas campaign, Asda displayed four snowmen with colour-coded scarves that represent each supermarket, with Asda’s being the most superior of the snowmen, which shows their dominance in the market. The advertisements for this specific company on the left-hand side are all moving image (broadcast), which have been distributed in order to appeal to their primary target audience being family orientated, therefore, they will be looking for the best value products and price reductions if they are on a set budget. By including the significantly ‘low’ prices of the items that are sold by Asda on their advertisement materials could be classed as a clever marketing technique that will convince the consumer to purchase the products as they are being presented with inexpensive labels that will draw in their attention specifically and therefore, they will choose this supermarket over the existing ones that may rely on quality over value (Waitrose). Some supermarkets such as Tesco and Sainsbury’s, feature a ‘brandmatch’ element, where it shows how much the consumer would have saved from each product. However, supermarkets such as Waitrose and M&S do not have this feature, as they are classified as high-end, selling expensive goods, as they pride themselves on quality over value.

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