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ASDA 24th Nov 2011 A comparison and contrast of Waitrose and ASDA in term of own-brand products and advertising Table of Contents 1. Introdction………………………………………………………. 2 2. Methodology…………………………………………………….. 2 3. Findings…………………………………………………………. 3 3. 1 Results……………………………………………………… 3 4. Discussion&Analysis……………………………………………. 7 5. Recommendations……………………………………………….. 8 6. Conclusion……………………………………………………….. 8 7. Biliography………………………………………………………. 9 8. Appendix…………………………………………………………10 The purpose of this task is to compare and contrant Waitrose and ASDA in term of own-brand products and advertising 1.

Introdction In Britain, there are the supermarket chain across the country,can be find large-scale supermarket in each city town. Many of supermarkets could buy vegetables, fruits, condiments, meat, milk products. Britain has four main supermarket brands: Tesco, Sainsburys, ASDA and Morrisons. Also Waitrose is the luxurious in the UK. In my group, we are reserch advertisment and products between ASDA and Waitrose, and found more product. This report I will explain ASDA and Waitrose advertisement for coffee product, than I will use questionnaire to check customer how it love this supermarket.

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Finally, I will campare those supermarket share. 2. Methodology Our group had three members: Firstly, we met and discussed ASDA and Waitrose. What kind of product we needed to find it. So we choose the method of questionnaire to find information about those supermarkets. Secondly, once we had decided on our questionnaires, our group went to Waitrose in Bent Cross shopping centre and ASDA on the Edgware road to conduct our questionnaires. Brent Cross’s Waitrose is nearby from shopping centre and ASDA is bigger and open 24 hours supermarket. Then, we went to Brent Cross and ASDA to finish the thirty questionnaires separately.

The questionnaire is about all the information we need. However, we own-label products and advertising information on internet. Finally, we find all the information individually, than share each other. 3. Findings Product and Adverting 3. 1 Results In this section I will give the results from the questionnaire and will analyse these results. According to the consumer age and income, the results should give the answer what is the customer like. Survey Results The questionnaire is designed find out about consumer age and income, how much did customer to spend money in Waitrose supermarket and same question in ASDA.

ASDA are cheaper than Waitrose, but Waitrose had much better quilty of products. As you can see, the younger people would like to choose ASDA , and older people pefer to buy products in Waitrose. (figure 1). [pic] [pic] Fig. 1 The second question’s purpose was to find out what customers think about ASDA and Waitrose packaging. Waitrose have a nice packaging of coffee, the packaging have some nice picture and really beautiful, it make customers want to buy it, but the price is higher than ASDA. ASDA is a very cheap supermarket. It is not as beautful as Waitrose, but it is still very nice.

This is why ASDA market share is 16. 4%, and Waitrose is 5. 6%. As this chart you can see the customer salary spend in ASDA and Waitrose(figure 2). [pic] [pic] Fig. 2 Advertising is also very important. Advertising can let more people know about the supermarket, including it is products, prices, and services. ASDA advertisements are really good to show the price of product. In Waitrose, many people do not know their adverisements, because many customer think Waitrose is the best. Do not need adverting for their product. Waitrose always make everything for their prefect.

Figure 3 shows How many people know their advertise, understand their advertise. Fig. 3 [pic] [pic] In addition, figure 3 gives us some information about ASDA and Waitrose customer known their advertisment. As you can see, in Waitrose more than 60% customer unknow adverting, but the customer want to buy their own product. However, there are 90% customer know ASDA adverting, it still selling their own product, but it is not much than Waitrose. 4. Discussion&Analysis ASDA and Waitrose are popular supmarkets. Their product quality is very high. The results show that more customers prefer to buy products from ASDA.

ASDA is the first choice for family. Waitrose is a luxurious supermarket. There are many older customers and get high salary cuntomers would like to choice Waitrose, There are many bankers shop there. As from Fig. 1 shows the consumer age and incomes. It shows the ages of customers in both spermarkets. Fig. 2 shows that packaging is choose for people want to buy coffee. Waitrose are very good at parkaging, but their prices are much higher than ASDA. The advertising Fig. 3 is very important to show every customer what is the supermarket looks like, and includes products, prices, and services.

ASDA is very realistic, more suitable for ordinary people’s consumption level. However, there are more people like Waitrose brand because their quality is very good, the customers trust their products. ASDA make some products more appropriate, and ASDA have more services, gas station, and insurance, etc. Finally, it is shown that ASDA is a very popular and medium qualitty supermarket in UK. Waitrose is an extremely luxurious supermarket, if the customer earn high salary, they may prefer to shop in there. 5. Recommendations

I recommend ASDA could do some special older customer and get more good packing for their product. Waitrose could get offer discount for their product. This would banlance the supermarket hits. 6. Conclusion In conclusion, from what has been discussed above, we may reasonably come to the conclusion that there are many younger customers perfer to shop at ASDA, because the price is cheap. However many of older customers perfer shop at Waitrose. 7. Biliography ASDA, http://www. asda. com/(2011) http://www. asdanet. org/(2011) Waitrose, http://www. waitrose-oakham. co. uk/(2011) ttp://www. waitrose. com/(2011) 8. Appendix Supermarket Questionnaire Please put tick in the box 1. How old are you? 16-25 ? 26-35 ? 36-45 ? 46+ ? 2. Gender: F? M? 3. How about you salary per year? A. Under? 10000 B.? 15000-20000 C.? 20000-30000 D. Over ? 30000 4. Which supermarket are you like to? A. ASDA B. Waitrose 5. Are you often buying their own-brand products? A. Yes Why? _____________________________ _______ ___ B. No Why? ___________________________________ ____ 6. Do you have bought the coffee in ASDA? A. Yes B. No . Do you have bought the coffee in Waitrose? A. Yes B. No 8. Which brand coffee do you prefer? A. ASDA why ? ___________________ __________________ B. Waitrose why? ________________________ _______________ 9. How do you think about ASDA price? A. Cheap B. Too high C. Affordable 10. How do you think about Waitrose price? A. Cheap B. Too high C. Affordable 11. What do you think about their packaging? A. Beautiful B. simple C. so so 12. Do you know Asda advertise? A. Yes B. No 13. Do you know Waitrose advertise? A. Yes B. No 4. Do you like Asda advertising? Why? A. Yes why? ________________________________ _____ ____ B. No why? _____________________________________ __ __ 15. Do you like Waitrose advertising? Why? A. Yes why? ____________________________________ _____ B. No why? ________________________________________ __ 16. What is ASDA advertising to show you? A. Health B. Price C. Enjoyment D. Practicality E. Luxurious 17. What is Waitrose advertising to show you? A. Health B. Price C. Enjoyment D. Practicality E. Luxurious

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