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 ...
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... The Role of Delay and Market Position. Psychology and Marketing, 15(5), 461-475 [Online] http://www.businesspsych.org/articles/225.html [Accessed 12th December]
2- Butler, S. (1st November 2013) “Waitrose Christmas advert campaign again highlights its charitable efforts” The Guardian. [Online] Available from: http://www.theguardian.com/business/2013/nov/01/waitrose-christmas-advert-charitable-efforts-supermarket [Accessed 11th December 2013].
3- Huron, David (1989), Music in advertising, The Music Quarterly, Volume 73(No.4) [Online] 557-574. Available from: http://www.jstor.org.atlas.worc.ac.uk/stable/741819?seq=1 [Accessed 12th December]
4- Mintel (2013a) Supermarkets: More Than Just Food Retailing [Online] Available from: Mintel [Accessed 11th December].
5- Mintel (2013b) Food and Drink Retailing. [Online] Available from: Mintel [Accessed 12th December].
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