ASDA

We have chosen ASDA because there are many products to advertise of all categories, such as clothes, foods and stationery. The target audience

The season- Halloween / Christmas

Jordan works there so they have experience

Secondary Research

ASDAs is apparently the worst performer out of the ‘big four’ supermarkets due to fierce competition, making the sales for ASDA for the year decrease by 5.7%. ASDA was taken over by new management by the American supermarket Walmart in 1999 and since then, sales haven’t reached the same amount since, this is evident where sales fell to £21.6bn from £22.3bn as shoppers left to shop elsewhere with cheaper prices. ASDAs target audience is people of all ages due to the supermarket selling products aimed at all ages, as well as a wide variety of food. The most recent ASDA advert, is Halloween based, ad consists of kids being mystically infected by music and spookiness and start dancing in their Halloween costumes, while their eyes glow bright green. This advert currently has 64,099 views, therefore, it is fairly popular, foreshadowing how possibly many parents have searched ASDA and their costumes, because their children need outfits to dress up in for Halloween. The caption for the current advert is saying how ASDA has “everything you need to make your house a home for all things haunted” therefore, convincing the viewers to believe this and shop there. Another current advert ASDA published is about ‘weekday winners’, portraying a quick 30 second display of a close family having dinner together, eating all of the easily made food they’ve bought at ASDA. This shows how ASDA is trying to convince families to buy their food and is using close families, eating their products, to do this. This current video has 17,570 views.ASDA marketing campaigns are brief explanations as to what is going on with ASDA at the current period, so that readers can be notified. This is evident where some of the marketing campaign titles are ‘ASDA to focus on quality not price as it posts worst ever quarterly sales’ and ‘ASDAs new boss will need to turn around the brand, not just its sales’.

Primary Research

1.

The primary research showed the results for question 1 is that most people selected the ‘sometimes’ category. This is evident as the it is the highest percentage with 45.83%.

2.

The results of question 2 showed that most of the results, were food related. This was due to half of the answers, out of the 24 received, were all based on food and how good the variety was or specific foods they liked in general that was sold in ASDA. Examples of this would be “cheap wraps” or stating how they specifically like “gum” or “chicken fajitas”.

3.

The primary research has shown that the people who answered the questionnaire think that the prices at ASDA are ‘fairly good’. This is evident where the highest percentage is on ‘fairly good’ at 41.67%.

4.

The results show that 7 people responded with “nothing” showing how they wouldn’t change anything about ASDA. The rest of the people to fill out the survey suggested other ways to make the shop better. This is evident with suggestions like change “the way the store is laid out so things are easier to find” and to change “the bakery selection”.

5.

The survey concluded that most of the people find the current adverts ‘boring’. This is evident as 41.67% answered ‘boring’ in question 5, therefore people do not find the adverts by ASDA ‘very informative’ as only 4.17% voted for that option. However, 37.50% also voted for the advert being ‘annoying’, showing that most people would consider the adverts to be quite negative.

6.

The primary research conveys that half of the people to complete the survey love the company’s colour green. This is evident by half of the people selected “love it!”. However, another higher percentage of 20.83% of people gave their own suggestions as to the colour, one of them being “something more eye catching”.

7.

The results show that most people visit ASDA ‘more than twice’ a month, which was the highest option that could be selected as to how many visits. This therefore shows how ASDA is a popular supermarket. This is evident as it has the highest percentage of 41.67%.

8.

Most of the people who answered, answered yes to this question. This therefore means that they are supportive to the ASDAs own brand, this is evident due to 62.50% voting for yes.

9.

Most of the people who completed the survey, over half in fact, answered ‘yes’ to having an ASDA near them. This is seen by 54.17% answering yes, showing how enough ASDA stores are spread out across the UK.

10.

The results from this question show that people want to know more about ASDA. One person even commented how ASDA “brings down Tesco and Morrison’s ”so much that they “don’t actually know much about ASDA”. It is also seen that the people also wants to see more of ASDAs product and deals too.

Audience Research

The target audience for ASDA is people of all ages, however, most of the adverts are aimed at adult’s due to usually including all things fun for children, which is evident in the Halloween advert with the children dressed in low-cost, high value looking costumes which they can buy for their children. ASDA also shows many different adverts, aiming at the audience around Christmas, due to the manic of buying presents at Christmas. This is evident as in 2016 ASDAs profit increased by 16 percent.

Market Research

There are strong competitors that compete with ASDA. These are well known supermarkets like Sainsbury’s and Tesco. These supermarkets are ASDAs competition as in their adverts they compare their prices and good value to ASDA and how much better they are. Furthermore, I think in ASDAs adverts they should do the same thing, in order to advertise their products and appeal more to the audience.

Production Research

ASDA is committed to working with local suppliers. They do this because they support local communities whilst “bringing you fresh and tasty products”. ASDA takes pride in their products and the quality of their products due to wanting to present a good impression. They also state that they “want to make sure that putting a healthy, great tasting meal on your family table doesn’t cost the earth” therefore, convincing the audience to buy their product, especially if they want a full family meal with low cost. This portrays how they can get more for their money and buy from local company’s. in terms of fast food, ASDA is working with over 600 local suppliers, which supply over 6000 different products that ASDA have in store. ASDA sells all well -known brands, however also has their own brand which is much cheaper, and good value for money.

Interpreting Results

The results show that people like ASDA, and most of the people who answered the questionnaire wouldn’t change anything about ASDA. They would however make the food a bit cheaper and recommend that the marketing is changed to show more products sold at ASDA. I also found out that ASDA is quite popular as the highest percentage on the question asked how frequently people visited

ASDA, the highest percentage was more than twice a month, which was the highest answer. Therefore, when making ours we have to include a range of products and also portray people that work there in a friendly, polite manner, whilst appealing to adults and young people.