Asda Marketing Plan The WritePass Journal

Asda Marketing Plan Abstract Asda Marketing Plan )[4]. Tactics Action Given the above, the main tactic for ASDA s to re-position itself in the market, remove this constant focus on price and look to focus more on ethical issues such as sustainability, which in turn may suggest quality. To do this, the retailer has a number of actions: ASDA will move to focus on local; putting its focus on supplying more UK produce in-stores, having dedicated aisles in superstores to local producers. The benefit here will not only be from higher sales of these goods, put also of the positive PR which could arise through supporting local farmers, and local communities. This is essentially classed as differentiation; the retailer will be introducing new products to do so. ASDA will also look to introduce convenience aisles into superstores. This will be seen as segmentation,[5] looking to attract a new set of customers to its stores who may have previously left as they prefer to do ‘little-and-often’ shops. This can be marketed by ASDA to target these specific customers. Budget This section will now discuss the budget for such a change in strategy. The main costs to the business will be seen as the marketing. For instance, when it comes to the ‘convenience aisle’, it could be noted that the infrastructure is already there; the stores will simply have to shuffle around stock to create the new aisle. When it comes to introducing the new products, the costs may be more down to developing the local links, with the suppliers themselves bearing the costs associated with producing the goods. Rather than a major financial cost, the introduction of more local products may be more time consuming for ASDA, given that they will need to ensure that the new products are in-keeping with the goals of the business, both in terms of pricing and quality (Ferrell, 2012)[6]. Marketing will be done through all ’traditional’ channels given the mass-market appeal of ASDA and the fierce competition within the UK grocery sector. While this would involve a higher cost than say digital marketing opportunities, it would be hoped that print advertisements and TV commercial will draw more attention, and so inform more customers. However, digital marketing could also be used, especially when it comes to advertisements through social media, and targeted banner ads which can be used online. Control Control remains an important consideration, both in terms of ensuring a level of consistency in the marketing message as well as also monitoring the return on investment (hereafter ROI). When it comes to consistency, while marketing could change to reflect changes in the marketplace, the business must look to maintain its ‘core’ message. For instance, while the focus on new marketing campaigns may be on local produce, the core message remains with the slogan ‘Save Money, Live Better’. Too much of change may lead to current customers becoming detached with the business and its values. Control will also come with ROI. Essentially, all businesses need to ensure that their marketing spend is generating business. New, digital marketing allows businesses to track this, with businesses able to use tools such as Google Analytics to view web traffic etc. (Chaffey, 2012)[7]. Traditional marketing may be harder to manage in terms of ROI, given that it is harder to distinguish how a certain poster/ TV commercial may have driven demand. However, if ASDA move forward with a unified campaign, so changing all marketing to reflect a single message, then the business can understand the potential ROI of the campaign. Recommendation/ Conclusion To conclude, ASDA has in the past focused its marketing plan on price, looking to drive consumption through low prices. This is itself would not be considered ‘ethical consumerism’, given that some of the lower prices products could be viewed as a damage to the environment. However, this strategy has now placed ASDA into a market segment which is seeing more competition, at a time when the size of the market may be slowing, given improving economics in the UK[8]. To combat this, ASDA has an opportunity to diversify its product range into a more ‘premium’ space; be it the expansion of their ‘Extra Special’ range, or through the introduction of more local products and brands (Perreault, 2010)[9]. The focus on UK produce could provide ASDA with a ‘Unique Selling Point’; which could allow the business to justify higher pricing, noted in Fifield (2012)[10]. This may also improve the organisations ethical position as it suggests that ASDA is considering sustainability in its wider supply-chain; given that more food is local, opposed to international, reducing the ‘distance’ of the supply chain, potentially being seen as more environmentally friendly. However, at the same time, the retailer must be wary that any change to its pricing may impact on its core customers. In the end, this may further impact on market share, however this is seen as a potential risk of an opportunity. The recommendation for ASDA is that is moves forward with a change in marketing, highlighting developments in both local sourcing as well as convenience. However, ASDA must look to control this movement, and potentially monitor the opportunity. This could be done through monitoring sales of, as well as monitoring footfall into stores. References Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2012). Marketing: an introduction. Pearson Prentice-Hall, London. Chaffey, D., Ellis-Chadwick, F. (2012). Digital marketing, London, Pearson Higher Ed. Ferrell, O. C., Hartline, M. (2012). Marketing strategy, text and cases, London, Nelson Education. Ferrell, O. C., Fraedrich, J. (2015). Business ethics: Ethical decision making cases, London, Nelson Education. Fifield, P. (2012). Marketing strategy, London, Routledge. Gale. (2016) [Online]. How long will Aldi and Lidls onslaught last?, Available at managementtoday.co.uk/long-will-aldi-lidls-onslaught-last/future-business/article/1386497, Accessed 17.12.2016. Kantar Worldpanel. (2016) [Online]. UK Grocery Market Share, Available at kantarworldpanel.com/global/grocery-market-share/great-britain, Accessed 17.12.2016. Perreault, W. D. (2010). Essentials of marketing: A marketing strategy planning approach, London, Pearson. Perreault Jr, W., Cannon, J., McCarthy, E. J. (2013). Basic marketing, London, McGraw-Hill Higher Education. Peter, J. P., Donnelly, J. H. (2011). Marketing management: knowledge and skills: text, analysis, cases, plans, London, Pearson. Ruddick, G. (2014) [Online]. It may already be too late for Tesco and Sainsburys, the rise of Aldi and Lidl looks unstoppable, Available at telegraph.co.uk/finance/newsbysector/retailandconsumer/10974773/It-may-already-be-too-late-for-Tesco-and-Sainsburys-the-rise-of-Aldi-and-Lidl-looks-unstoppable.html, Accessed 19.12.2016. Wood, S., McCarthy, D. (2014). The UK food retail ‘race for space’and market saturation: A contemporary review. The International Review of Retail, Distribution and Consumer Research, 24(2), 121-144.

Gonzalez Surname Meaning and Origin

Gonzalez Surname Meaning and Origin Gonzalez is a patronymic surname meaning son of Gonzalo. The given name Gonzalo comes from the medieval name Gundisalvus, which was the Latin form of a Germanic name composed of the elements gund, meaning war or battle and salv which is of unknown meaning. Gonzalez is the 21st most popular surname in America, according to the 2000 census. The Gonzalez surname is also common in Mexico- the 5th most common, according to 2006 electoral rolls. Origin:Â  Spanish Alternate Spellings:Â  Gonzales, Conzalaz, Gonzalas, Gonsalas, Goncalez, Gonsales, Goncales Origins WorldNames PublicProfiler places the majority of the individuals named Gonzalez in Spain, especially the regions of Asturias, Islas Canarias, Castilla Y Leon, Cantabria, and Galicia. Gonzalez is the most popular surname in a number of countries according to data from Forebears, including Argentina, Chile, Paraguay, and Panama. It also ranks second in the nations of Spain, Venezuela, and Uraguay, and third in Cuba. Famous People Tony Gonzalez: professional American football playerJaslene Gonzalez: winner of Americas Next Top ModelEmiliano Gonzalez Navero (1861-1934): former president of ParaguayFelipe Gonzalez: former prime minister of Spain

Advertising Shapes Social Trends Research Paper

Advertising Shapes Social Trends - Research Paper Example The trends and the case studies on advertising and promotion showed that if the advertisement of a product or service has big impact, it generates more sales. Advertising is basically a communication process, which influences a person or a group of people to take decision on purchasing a product or service. Media Awareness Network states that the typical US citizen on average will see 3000 ads per day (Media Awareness, 2010). With such a high level of advertising around consumers every day, is it most likely that advertising shapes society. Since the number is high in terms of viewing the advertisements, now the question arises whether the advertising industry shapes and creates social trends or it just mirrors the pre-existing social trends. When one delves deep into the topic, it is witnessed that majority of the advertisements – whether it is print or digital – modern day advertisement shapes and creates social trends and not just follows the pre-existing social tren ds. It is important for the advertisement industry to play a big role in the well-being of the society when one debates whether advertisements shape the social trends in modern days. The messages and behaviours that the advertisers are trying to achieve also should revolve around the ethical issues of the society. Advertising is the vehicle through which the brand, product or service reach the target audience or consumers, sometimes by creating the demand of the product in the society (Edwards, Li & Lee, 2002). Some of the advertisements have certain self-benefits as well. II. Role of Advertising in Shaping Trends in the US a) Print Advertising It is a well-known fact that with the process of advertising, the companies create equity of brands and also in turn generates sale (Butters, 1977). The ultimate result of this is generating wealth. According to the data from the Fortune magazine, as per the World Bank in the year 2005, out of 150 largest economic entities in the world, only 55 are countries and 95 are large corporations. It is seen from the trends that the big corporations are always ready to spend billions of dollars in print advertising in order to bring behavioural change in the society – and they are doing that as well (Ambrus & Resinger, 2006). The intention of creating this behavioural change in the society through advertisement is to increase the market share of the product in the society. In other words, it can be said that print advertising makes more and more people to use their product or service. These advertisements offer the organizations the potential to alter the market. In some aspects, the advertisements also have the potential to alter various social norms and perceptions (Anderson, 2006). Though most of the western countries have banned the advertisement of tobacco, it is not necessary that there is complete shutdown in advertising tobacco products. In the modern day advertising, most of the cigarette companies spend a big am ount of their budget in advertising, which focuses on the exposure of the brand unconsciously to the broader audience (Bhat, Bevans & Sengupta, 2002). The Marlboro Man campaign was conceived by Leo Burnett and was run from 1954 on print media and as hoardings. The use of rugged cowboys to promote filtered cigarettes and replace the earlier feminine tagline of ‘Mild as May’ was an instant hit in the US. The trend of smoking increased manifold and people started smoking at a younger age. The Marlboro Man advertisements were a true trendsetter, which catapulted cigarette sales in the US and made Marlboro the number one cigarette brand by 1972 (Moellinger & Craig, 2001). The impact the print ad