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1. Iceland/ Waitrose Comparison

2. Quality
Iceland
On Iceland’s website, they have a section on the benefits of
frozen foods. On the list it states that “Freezing is a natural
process and does not require the use of preservatives.” This
implies that Iceland do not use preservatives in their food,
making their food seem higher quality. Although many of the
benefits listed are not to do with the quality of the food, but
the money people could save by buying frozen food.
They have a section of their website titled “Frozen Experts”,
making people think that they have experts looking into
Iceland foods, and so it must be high quality. They claim that
Iceland were the first UK supermarket to ban monosodium
glutamate from their own brand products. Next to this claim,
they have stated that M&S didn't do this until 2013, making
Iceland out to be higher quality than one of the more high
end supermarkets. They have also made a claim that they
have banned mechanically recovered meat from their own
brand products, they’ve banned genetically modified
ingredients from their own brand products, removed all
hydrogenated fats from their own brand products, and have
removed palm oil from own brand products. These claims
make Iceland’s food look natural and high quality.
Waitrose
On the Waitrose website they have claimed that their fresh
food is sourced from British farms. The British farming
industry works to a higher standard to that of the farms from
some areas of the world. For example, animals raised for
meat are raised in better conditions compared to other places
in the world. This lets people know that the meat that they are
buying from Waitrose was raised well. The fact that their food
is from British farms also tells people that the food hasn't
needed to travel for days, and therefor will not need a large
amount of preservatives.
On their YouTube channel, Waitrose have a video that shows
you where their dairy products come from. The conditions you
see the cows living in seem nice, and the cows seem healthy.
This could make people trust Waitrose more for their honesty
about where their food is coming from, and because they
clearly have high standards.

3. Iceland’s standards are set at a quite basic level. They show that they are
focused on not including chemicals in their foods.
Unlike Iceland, Waitrose are more focused on achieving great food standards
rather than just acceptable food standards. They show that they are concerned f
or the origin of their meat and the welfare of the animals it comes from. They
have a quote on this page stating “Flavour is everything to us”. It doesn’t
appear that Iceland are as concerned with the quality and taste of their food.
Iceland (Above) Waitrose (Right)

4. Image
Iceland
Iceland target audience are typically working-class mothers. They
have associations with Peter Andre, Bingo, and I’m a Celebrity Get
Me Out Of Here. These are all things that their target audience
might be interested in.
From looking at britainthinks.com, I have seen that in a survey done
to determine the most working-class brands, Iceland was at number
2.
Iceland are endorsed by Peter Andre. He is featured in their adverts.
The slogan at the end of their advert is “thats why Peter goes to
Iceland”. The slogan is also on their website. This makes fans of
Peter Andre think that if its good enough for him, its good enough
for them. Peter Andre is typically featured on TV channels such as
ITV, or in magazines like Hello. The audiences for both of these are
typically working-class women.
Iceland sponsor the TV show I’m A Celebrity Get Me Out Of Here,
featured on ITV. Reality TV shows tend to be viewed more by
working-class people, which is probably why they chose to sponsor
it.
On Iceland’s website, there is a link to Iceland Bingo. Bingo is
mostly played by middle-aged women. This is a reflection of
Iceland’s target audience.
These associations are not anything to do with food, and therefor
show that the focus isn't meant to be on the food. This tells us that
the audience are more bothered by TV and Bingo than the food they
are eating.
Waitrose
inpublishing.co.uk have done an article on Waitrose’ typical
audience. It shows that 47% of their audience are in the AB social
class bracket, which is the top bracket. This signifies that their
audience are in high earning professional or managerial jobs.
Waitrose has built up an association with Heston Blumenthal, a
celebrity chef. He is famous for creating unusual foods. Heston has
his own range at Waitrose. There is a short clip on Waitrose’
YouTube channel of Heston cooking food for Waitrose, making the
audience think that he is really cooking their food. As Waitrose have
built up an association with a celebrity chef, it shows that their
audience are more bothered about the food, compared with
Iceland’s audience.
Waitrose food would typically be featured inside magazines such as
Good Housekeeping. This magazine is typically read by middle-
class women. Unlike Hello, which might be a magazine read by
people who shop at Iceland, Good housekeeping magazine doesn't
feature gossip type content. The content in Good Housekeeping
magazine is more focused on food, health and lifestyle. As Waitrose
appears in this sort of magazine, it make the supermarket look as if
it is of a high standard.

5. Here is a picture from the Iceland website. They used the
picture to show some of their food that is on offer. They have
displayed their food very basically, inside their packets.
They are clearly not trying to focus on the look of the
products. The packets have connotations of more
processed foods.
Waitrose have used these pictures for the ‘inspiration’ section of their
website, where they give out recipe ideas. The photography is quite high
quality and professional looking. They have paid attention to have they
have presented the food and the background. Both pictures make the food l
ook home made, rather than from a super market.
Iceland Picture
Waitrose Picture

6. Price
Iceland
Iceland has much more of a focus on low price. Their low
prices are their main selling point in all of their adverts, such
as TV, printed and digital.
As you can see from the advert below, they have the price of
the food in huge bold writing, surrounded by a red box. The
red signifies that they are trying to make the price stand out to
people. Red is often used to advertise sales and promotional
offers, so when people see the red they will know instantly.
Waitrose
On the Waitrose website they state that they price match Tesco’s.
Waitrose is typically regarded as being high priced, so it is
surprising to see this. However these prices are still higher than the
prices at Iceland.
Waitrose have slightly less of a focus on the price in some of their
advertising. For example in their TV adverts there is no mention of
their prices. This is something that their customers might not be so
focused on. Their typical customer is middle class/ upper middle
class so money will not be such as issue for them.

7. Value
Iceland
An Iceland customer might see their food as good value
as it is cheap and fills their cupboards. Typically Iceland
shoppers are working class mothers and so might be
looking for cheap food and bargains so that they can feed
their family. They might not have an interest in food like
the Waitrose customer might, and so might not see the
point in spending more on food when they don’t have to.
The image below is from the Iceland website, under their
food cupboard range. The prices are a lot lower than the
food found at Iceland, but the brands are also different.
Perhaps this is good value for these kinds of brands, and
Waitrose food is good value for their stuff.
Waitrose
Waitrose will sell a lot of different products
to Iceland as the typical customer at
Iceland is different to the typical customer
at Waitrose, so they will be looking for
different things. I think that customers of
Waitrose would regard their food as good
value as they typically sell trustworthy
brands, and still price match Tesco. For
example the picture on the left is from the
Waitrose healthy shopping section. They
have lots of brown pasta, nuts and calorie
controlled meals, all on offer at reasonable
prices. This may not be the kind of food
that the typical Iceland shopper would be
interested in buying.
However, I don’t think that customers of
Iceland would think of Waitrose food as
good value. The audience for Waitrose
and Iceland are found to be in two different
social class categories. This could mean
that Waitrose food is out of their price
range, and they might not see the point in
buying food for more when they can get it
for less. The customers at Iceland will
probably have other things that they need
to save their money for.