This document compares the marketing strategies of four brands - Louis Vuitton, Primark, Aldi, and Marks & Spencer. It discusses how each brand uses photography, models, pricing, and messaging to target different audiences. Louis Vuitton appeals to wealthier customers by portraying an image of luxury and quality. Primark targets budget-conscious customers by emphasizing low prices. Aldi compares itself to branded products while highlighting its lower costs. Marks & Spencer focuses on portraying high quality ingredients and food preparation without mentioning price.

1. Comparison
Melissa Storey

2. Louis Vuitton
The designer fashion brand Louis Vuitton uses quality
over price. This brand of clothes will be made to a high
quality compared to Primark’s unpicking clothes. The
quality of their fashion is shown in this advertisement
by the high quality photography. Everything is in focus
and all shadows and lighting is well balanced with a
slick layout. The model looks like she would be the
type of person to buy Louis Vuitton fashion. She is very
high maintained with her hair and make-up done
nicely.
This leads to the image that Louis Vuitton wants to
keep. They want people like the model to buy their
clothes and bags rather than someone who shops in
Primark. They want their product to be something you
feel please to be able to afford and to show off your
wealth and success.
Louis Vuitton is not cheap, therefore when you see
someone with a Louis Vuitton bag you expect that bag
to be a value to them and it shows they work hard for
their pride and looks.

3. Primark
Primark use their cheap prices to make their adverts
appeal to the right market. The price is the largest font
on the page, this makes it look attractive and appeals
to a market who can afford this but maybe cannot
afford prices from Louis Vuitton. Instead of the price
being £20 a month, saying £19.99 makes it look
cheaper than just a penny less.
The image Primark want to put out there is that style
can be affordable. They give people the chance to own
lots of clothes. But this is about quantity over quality.
The girls in the print advert all look like the typical girls
who would buy from Primark. They look happy about
what clothes they are wearing but with the Louis
Vuitton advert she isn’t smiling so it could show that
Primark will give you more joy out of buying lots more
clothes for the price of one item at Louis Vuitton.
Although each brand has a different market, they both
use a similar white background for the models. This
just seemed unusual because of the huge difference in
audiences and market.

4. Aldi
Aldi is becoming one of the new leading supermarkets
due to its low prices. Their funny short TV adverts
appeal to everyday working people. They compare
branded products such as this Cathedral City cheese
with their own branded cheese. They make a big deal
about the price difference and how people like both
brands. They usually start off the advert with the
similar line of, “I like this cheese. I like that cheese.”
And then they use something to attract the audience’s
attention like a pun or a funny line. This man finds a
cracker in his beard then says, “my mistake, last weeks
sausage roll.” This makes the brand seem friendly and
with an everyday person saying they like both cheeses
is sort of like a costumer endorsement that we can
trust.
Aldi design their packaging to look very similar to the
branded packaging so when it is on your shelf at home
there isn’t much different especially when what is
inside the packaging is usually very similar or even the
same! They want their products to be valued as much
as leading supermarkets. Just because their prices are
cheaper it doesn’t mean their products are less of a
value.
https://www.youtube.com/watch?v=wlquRXeuDDw

5. Marks and Spencer
Marks and Spencer's advert is all about quality. There
is no dialogue in this TV advert just the Clean Bandit
song over the top of visuals. It is all about the visual
and how the food has quality to it when you prepare it
and cook it.
The advert is full of quality from the food used to the
way the food is shot through the camera. The bubbling
of the cheese when cooked on the burger and the
slicing of the peppers all look so delicate and
professional. This food would appeal to people
cooking a large meal for a dinner party, for for people
who afford that bit extra. As noticed no prices are put
onto the advert unlike Aldi, this shows it is quality over
price.
Marks and Spencer want their brand to be valued as a
quality brand. The higher prices compliment the high
quality and value you will get from buying this brand
over other supermarket brands.
https://www.youtube.com/watch?v=PZ4pctQMdg4