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.

19. Tactics – Implementation

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

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