Both Aldi and Tesco focus their marketing strategies around price, using red in their designs and slogans about bargains to draw attention. They target families with simplistic primary color schemes. In contrast, Marks & Spencer's and Waitrose focus on quality over price, using white fonts and images of high quality food without mentioning cost. They target an upper middle class audience. Vitamin Water and Innocent Smoothies emphasize healthy images over price, using fruits and natural backgrounds. Premier Inn and Travelodge both prominently feature prices but contrast in lighting, with Premier Inn using bright high key lighting and Travelodge using darker low key lighting. Coca Cola and Pepsi use similar primary colors in their designs and target 14

1. Marketing And PR

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. 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. 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. Value: These two advertisements have several similarities, but also
inhabit a sense of contrast between them as well. The Premier Inn and
Travelodge advertisement both feature a price, which is rather blatant
in stature, with “£29” and £19” being highlighted in order to catch the
attention of the audience and to promote that both of these
companies as being value for money. The Premier Inn print poster
does not feature the logo or slogan for the company, however, the
audience will be able to tell that this campaign is related to this
particular hotel chain, as comedian Lenny Henry appears on it and he
is known for promoting this company, which shows that they use
celebrity endorsement as a way of promoting their organisation.
Also, they utilise a colour scheme of purple, which is iconic of the
company, therefore, the audience will be able to relate to this element
as well. In contrast, the Travelodge use a teddy bear as a way of
promoting their company and it has become their mascot, which will
make the advertisement appeal to a young, child audience as well, as
this specific item is associated with this type of audience specifically.
High-key lighting has been used on the Premier Inn campaign, which
makes it look bright and eye-catching, which the viewer will pick up
on. However, the Travelodge advertisement is rather dark, utilises
low-key lighting, which is effective, as it sets a professional tone to the
poster and makes the bold, vibrant logo stand out, which is the main
focal point of the campaign in conjunction with the price. The font
used for both of the hotel advertisements is very similar, as it is
presented in the form of a standard san-serif font, which appeals to
most age groups and is readable for the viewer. Also, the fact that the
Travelodge advertisement features a link to the website is effective, as
it includes an E-media element to it, even though it is a print
advertisement. This shows that this particular company want to
appeal to a younger audience, who use this platform primarily, which
makes the poster have a ‘digital’ outlook in a way, which makes it
more appealing to a wide range of individuals.

7. 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.
Furthermore, in terms of the strategies that have been used, Coca Cola has created a number of different
drinks i.e. diet, light and zero. As well as experimenting with the design on the can/bottle, collaborating
with Marc Jacobs and sharing a Coca Cola with a friend. In order for Coca Cola to beat there main
competitor, Pepsi, they have to always come up with new and inventive ideas regarding how they could
promote their drink by initiating their ‘Share a Coke’ campaign, where consumers could pick out a bottle in
the hope of finding their own name. This sold very well and became popular, which put much pressure on
Pepsi. It is notable that this type of marketing technique is effective in catching the attention of the
audience, as it is different and the fact that someone could obtain a ‘personalised’ bottle made Coca Cola a
commodity at the time and it was also an incentive for a consumer to purchase a bottle of it.
Moreover, Beyoncé promotes Pepsi, where she did an advertisement featuring her song ‘Grown Woman’ in
the background of it, this is a form of celebrity endorsement which is commonly found in the advertising
campaigns of beverages, such as Lucozade having Tinie Tempah featured upon one of their bottles. Both
Pepsi and Coca Cola have recognizable and distinct mantras which the audience can identity with and they
will be able to realise that those particular advertisements are linked to Coca Cola and Pepsi because they
have been seen before. They also feature the can within the poster which means that both companies want
there target audience to be familiar with there the packaging of there particular brand.

8. Marketing and Competition.
Converse and Vans are both leading shoe companies that have a primary target audience of teenagers and young
adults for the purpose of casual wear or sporting activities such as skateboarding. Because of the competition
between these brands each company has to stand out and have their own unique selling point. Such as Vans they
have branched out into a number of different areas creating different events related to the urban lifestyle of the
audience. It involves music, skateboarding and expressive art. From the original Vans, a number of different
collections have been created including there; classics, California, surf and snow and customised shoes, which give
people a chance to personalise their own pair of Vans. This brand is universal because their products are sold
worldwide, which highlights their popularity. They primarily sell shoes, but now have branched into accessories
such as backpacks and sunglasses, as well as featuring seasonal goods such as snow clothing in women's, men's
and kids wear. They also have links to social media sites such as Facebook and Twitter that will attract the
attention of the young primary audience, as they can initially ‘Like’ their Facebook page, which is a free form of
advertising in a way.
Furthermore, in contrast with this, the Converse website do not feature any links to social media, even though
they both have the same target audience, which makes the Vans sit more suited to the primary viewer.
However, they do have similarities in the sense that Converse shoes also have different style categories much like
Vans, which include All Stars, Jack Purcell, Converse Cons and Customised Converse. The Converse webpage
includes offers such as ‘3 laces for $5’ and ‘free shipping’, which will interest the viewer, and they may be
convinced to purchase from there, as a deal has been issued, which contrasts with that from Vans, who do not
feature any form of sale or offer on their website. Another similarity would be that Converse also has a
women's, men's and kids section, much like Vans, which is useful as it shows a sense of variety between the
products that they issue. Accessories are also sold on the Converse website, such as phone cases and hats, which
makes it more diverse as a brand. It is notable that Converse also issue gift cards for presents that people can
buy, as well as featuring a unique element that is not found in the Vans shoe range, where they have collaborated
with DC Comics to make superhero/villain shoes designs, which will appeal to those who are fans of comic
books, which makes them the secondary audience of Converse itself. Both companies do not issue advertisement
posters because they focus more on the E-media side due to the fact that the primary target audience for these
shoes are teenagers, who relate to this platform more than print and broadcast.