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: 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. 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. 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.
