Task 4 comparison
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This document compares the marketing strategies of four brands - Louis Vuitton, Primark, Aldi, and Marks & Spencer. It discusses how each brand uses photography, models, pricing, and messaging to target different audiences. Louis Vuitton appeals to wealthier customers by portraying an image of luxury and quality. Primark targets budget-conscious customers by emphasizing low prices. Aldi compares itself to branded products while highlighting its lower costs. Marks & Spencer focuses on portraying high quality ingredients and food preparation without mentioning price.
Task 4 comparison
- 2. Louis Vuitton The designer fashion brand Louis Vuitton uses quality over price. This brand of clothes will be made to a high quality compared to Primark’s unpicking clothes. The quality of their fashion is shown in this advertisement by the high quality photography. Everything is in focus and all shadows and lighting is well balanced with a slick layout. The model looks like she would be the type of person to buy Louis Vuitton fashion. She is very high maintained with her hair and make-up done nicely. This leads to the image that Louis Vuitton wants to keep. They want people like the model to buy their clothes and bags rather than someone who shops in Primark. They want their product to be something you feel please to be able to afford and to show off your wealth and success. Louis Vuitton is not cheap, therefore when you see someone with a Louis Vuitton bag you expect that bag to be a value to them and it shows they work hard for their pride and looks.
- 3. Primark Primark use their cheap prices to make their adverts appeal to the right market. The price is the largest font on the page, this makes it look attractive and appeals to a market who can afford this but maybe cannot afford prices from Louis Vuitton. Instead of the price being £20 a month, saying £19.99 makes it look cheaper than just a penny less. The image Primark want to put out there is that style can be affordable. They give people the chance to own lots of clothes. But this is about quantity over quality. The girls in the print advert all look like the typical girls who would buy from Primark. They look happy about what clothes they are wearing but with the Louis Vuitton advert she isn’t smiling so it could show that Primark will give you more joy out of buying lots more clothes for the price of one item at Louis Vuitton. Although each brand has a different market, they both use a similar white background for the models. This just seemed unusual because of the huge difference in audiences and market.
- 4. Aldi Aldi is becoming one of the new leading supermarkets due to its low prices. Their funny short TV adverts appeal to everyday working people. They compare branded products such as this Cathedral City cheese with their own branded cheese. They make a big deal about the price difference and how people like both brands. They usually start off the advert with the similar line of, “I like this cheese. I like that cheese.” And then they use something to attract the audience’s attention like a pun or a funny line. This man finds a cracker in his beard then says, “my mistake, last weeks sausage roll.” This makes the brand seem friendly and with an everyday person saying they like both cheeses is sort of like a costumer endorsement that we can trust. Aldi design their packaging to look very similar to the branded packaging so when it is on your shelf at home there isn’t much different especially when what is inside the packaging is usually very similar or even the same! They want their products to be valued as much as leading supermarkets. Just because their prices are cheaper it doesn’t mean their products are less of a value. https://www.youtube.com/watch?v=wlquRXeuDDw
- 5. Marks and Spencer Marks and Spencer's advert is all about quality. There is no dialogue in this TV advert just the Clean Bandit song over the top of visuals. It is all about the visual and how the food has quality to it when you prepare it and cook it. The advert is full of quality from the food used to the way the food is shot through the camera. The bubbling of the cheese when cooked on the burger and the slicing of the peppers all look so delicate and professional. This food would appeal to people cooking a large meal for a dinner party, for for people who afford that bit extra. As noticed no prices are put onto the advert unlike Aldi, this shows it is quality over price. Marks and Spencer want their brand to be valued as a quality brand. The higher prices compliment the high quality and value you will get from buying this brand over other supermarket brands. https://www.youtube.com/watch?v=PZ4pctQMdg4