ASDA - Group Assignment

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Campaign Pitch ASDA ‘Wonderful Weddings for Less‘ Client: ASDA Date: 24th March 2010

Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Wedding Market ,[object Object],[object Object],[object Object],[object Object],[object Object]

Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Creative Idea ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy – Target Audience Brides to be financially conscious women who are looking for an original design or concept  Younger adults want something that expresses their individual style, so brands and retailers may need to put more effort into this aspect of their offer ( uniqueness ). Bridesmaids to be versatile dresses that can be worn on more than one occasion

Strategy – Message Fashionable , stylish and unique wedding wear for brides on a budget.

Strategy – Media ,[object Object],[object Object],[object Object],[object Object],Newspaper readership Primark George at Asda Matalan Tesco Broadsheet 27 22 24 22 Mid-market tabloid 35 31 34 26 Popular tabloid 47 43 41 33

Strategy – Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy – Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy – Media ,[object Object],[object Object],[object Object],[object Object],[object Object]

Strategy – Media ,[object Object],Further magazines: i.e. Marie Claire – “Splurge vs. Steal”

Strategy – Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tactics – Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tactics – Implementation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Administration – Timetable ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Administration – Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Administration – Budget Expenses Wedding ,[object Object],Student competition ,[object Object],Photographers (3 days) ,[object Object],Construction & maintenance of website ,[object Object],Evaluation of campaign among employees & customers (independent company) ,[object Object],Agency fees ,[object Object],[object Object]

Results – Evaluation OUTPUT: media coverage OUTTAKE: changes in attitudes, awareness of campaign and perceptions  telephone survey among customers / employees before / after campaign (independent market research company) OUTCOME: sales, hits to website

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

37 Thank you! Jon Buckley Luisa Denuell Soyini Grey

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ASDA - Group Assignment

1. Campaign Pitch ASDA ‘Wonderful Weddings for Less‘ Client: ASDA Date: 24th March 2010

5. Customer perceptions Second only to Tesco in terms of trust , but is seen as the best value . 16-24 year-olds are slightly less responsive to the brand. High satisfaction score from 25-44 year-olds , who are attracted to its combination of style and value . 34 and under swayed by fashion , the over 35s are attracted by its value . (Source: Mintel)

6. Customer perceptions

9. Strategy – Target Audience Brides to be financially conscious women who are looking for an original design or concept  Younger adults want something that expresses their individual style, so brands and retailers may need to put more effort into this aspect of their offer ( uniqueness ). Bridesmaids to be versatile dresses that can be worn on more than one occasion

10. Strategy – Message Fashionable , stylish and unique wedding wear for brides on a budget.

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19. Tactics – Implementation

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24. Results – Evaluation OUTPUT: media coverage OUTTAKE: changes in attitudes, awareness of campaign and perceptions  telephone survey among customers / employees before / after campaign (independent market research company) OUTCOME: sales, hits to website

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26. 37 Thank you! Jon Buckley Luisa Denuell Soyini Grey

ASDA - Group Assignment

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