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Using Two Recent Advertisements (In The Same Medium) For Different Brands In The Same Product/Service Category: 1) Explain How They Differ Regarding C

1402 words - 6 pages

Advertising is important for every type of business in all types of sectors. It is important to be creative in these adverts and advertisers use a variety of different techniques in order to sell their products ahead of their competitors. In a market with many competitors it is even more important to have a creative advert, as there is so many other businesses the customer can go to for the same product or services. This is no different for a supermarket chain. The food retail sector is a major sector with lots of big companies competing for a share in the market. These supermarkets all offer a similar service but market themselves and their products in different ways.

ASDA and Waitrose are a prime example of how a businesses core proposition differs in the same medium. ASDA own far more of the market share than Waitrose owning 15.5% compared to 3.8% owned by Waitrose (Mintel 2013a). However this effected by the businesses core proposition and their target market. ASDA’s core proposition is showing that they are cheaper than their rivals to try and gain customers from their competitors who are looking for a better deal. To do this they use the creativity strategy of benefit and informational to put across the information to the customers. This is the main proposition they use in all their adverts and this was no different in their 2013 Christmas advert in which they use the seasonal theme of snowmen to “attack rivals on price”(The Guardian 2013). They do this by using 4 snowmen with yellow, blue and orange scarfs to represent Morrisons, Tesco and Sainsbury’s all of which look sad, thin and small. The 4th snowman has a green scarf to represent ASDA and this snowman looks happy and is far taller than the other 3. The connotations of this are that people will see ASDA as the superior and stronger supermarket. The height is also representing the number of cheaper products that ASDA offers compared to its 3 rivals. This is the normal core proposition for ASDA and they have just altered the advert slightly to fit in with a Christmas theme. The most impactful part of this advert is the use of price comparison in the form of snowmen. This is because it not only fits in with what the target market wants to know. But also the seasonal use of snowmen will appeal to all that watch the advert. The use of price comparison does not only appeal to its target market however as many may wish to save money over the Christmas period and the technique used In the ad shows that ASDA is the place to go. However as they already have a major market share this could mean there is less room for growth and gaining a larger market share. Despite this Mintel are predicting a 4.1% growth for ASDA in 2013 (Mintel 2013a)

Waitrose’s core proposition is completely different to ASDA’s they have released a number of adverts for Christmas 2013. The adverts both seem to show the customers their class as a company. In the first ad shows its support for charitable giving at...

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