A Comparison and Contrast of Waitrose and Asda

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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. 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]

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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).

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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

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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...
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