Task Four // Comparison
- 1. Task Four // Comparing Market Materials Richard Burn
- 3. Quality: The company ScS clearly have now gone for the quality root of marketing/advertising, they have gone for value. There is a big emphasise on price of the product. There are over 10 mentions of price throughout the advert, including the decreased price. The colour red is used to capture the attention of the audience, even the furniture used features red. The largest writing on the ad is the facts it’s a sale & there are £10 sofa & carpet deals. Image: Companies like this e.g. DFS & The Furniture Land all have a known image for being cheap alternatives for furniture. I believe this can give the company a negative and a positive image to consumers, as some are looking to save money whilst others have a specific image they want to maintain. Price: These prices are cheap compared to some furniture. With these kinds of furniture stores, there is an emphasise on price over the quality of the product. The price is more important than the quality of the product, as the market they are trying to target care more about the price that the quality of the product. Value: This can be of value to some audiences as they are looking to save as much money as possible. The value of the company is in the price, not the quality. The consumer will be saving valuable money that they need, as they may not have a lot of extra money to spend on luxury products. Market: They are clearly targeting towards an audience with saving money on their mind. There is a huge enthuses on saving money & that a sale is involved. Competition: They will be in competition with companies such as DFS & The Furniture Land. Their is another brand that could be seen as cheaper than these, which is IKEA, who are known for having cheap products all year round. They are not in competition with the next furniture advert for Nina Campbell as they, primarily, have different audiences they are targeting towards.
- 4. Quality: This product is good & has a perceived look of being high quality, The furniture is stylish and individual. The emphasise isn't on the price, it’s on the quality. There is no mention of price on this print advertisement, compared to the ScS advertisement you can see on the slide above. On the advertisement, you can see that there is only one store mentioned, which increases the quality of the brand as it is selective in it’s distribution. Image: Image is very important for brands like this. The photography used in this advertisement is meant to show the products in their best light, almost like a ‘recommended serving suggestion’ on a food advert/packaging. Even the label for the products is much more typical of a higher quality & more designer product. Whilst the ScS couches look like they have been photographed in a studio with studio lighting, the Nina Campbell looks like it was shot on location with natural lighting. A much simpler and higher quality advertisement that doesn't catch the consumers attention, it draws in the consumers attention. Less is more for higher quality products. Price: There is no emphasise on price, it is all about the quality & image of the company. The target market will expect this. In the ScS advert, the emphasise is all on price & not quality. Value: Unlike ScS, the value is in the look & image of the company. The value can be found in spending whatever the price is on a piece of furniture if you like it/want it. It is a want for this market, compared to a need from the ScS target market. Market: This market cares about image value over price value. They want style & have the money to pay for the price tag that comes with this. They want to be able to say their product isn’t from a place like ScS & DFS. Competition: Not in competition with places like ScS. Their are many other luxury furniture brands out their, although they are less known by name as they have selective/exclusive distribution techniques. ScS is in more competition with their competitors, than luxury brands are with one another as you can depend on the fact their will be an audience for their product.
- 5. Like mentioned on the ScS slide, I talked about how ikea have products for a cheap price all year round. It is known for having cheap products that are also usually of a high quality. It is an example of a company that most people will use at one point in their lives & have a happy medium between screaming that they are the cheap option but are also stylish, although the price is cheap. Quality: The quality of ikea products is important, but so is the price. The audience usually want the products to be of a high quality, otherwise they will have to keep on buying new products to replace them all the time. You can depend on ikea. This advertisement perfectly domes up the company. They are stylish, simple & cheap. This poster was for a sale but does not scream out to you about it, like the ScS ad. Image: Although you can not see the price of the item on here, the market knows ikea is cheap but still know that they are stylish. Again, they are seen as a happy medium. You can see many plates inside the wrapping there, which shows what kind of products that they sell & that they can sell a lot of it. Price: Price & style are both important. They target towards the low end of price. This advertisement is for a sale, meaning the price would be even cheaper, but no actual price is mentioned as the audience will already know that the items will be cheap. Value: The value is in the quality & the price, which is the opposite of the other two companies I looked at, where they either have the value in the price or the quality of the product. Market: Like mentioned earlier, they have a market in the middle of ScS & Nina Campbell. They draw the attention from both sides of the market. People that want to be stylish, but may not have the biggest of funds to do that. Competition: Ikea are in a lane of there own when it comes to stores like theirs, although you could say they are also in competition with both the cheap companies & the expensive companies.
- 7. Quality: For Apple products, they will usually sell their products depending on the quality of the product & not the pricing. They will do this for a number of reasons e.g. the prices of their products are more expensive than their competitors e.g. Windows. Another reason for this would be that they really want to draw the attention to the quality & look of the product. This is important to do if you are not selling the product on price. In this particular advertisement, you can see they are promoting a feature on the, then, new iPhone 4S called Siri. Image: The public image of Apple & iPhone is that they are the ‘ultimate’ choice to purchase. Their image is very modern & simple, which resinates in their products as well as their print adds. This can be seen in the print advertisement to the right. It’s a very simple advertisement that clearly shows the phone & the feature. They’ve used speech marks to show that the feature is to do with speech. The black & white text works well with the phone & does contrast against the background. Price: Like mentioned above, the price is irrelevant when it comes to Apple produces as they rarely mention them in advertisements. They sell their products based on the quality & the image of the company. A lot of phone companies have started to do this now e.g. Windows & Samsung, as it works well for Apple. Value: The value of an iPhone is deeply linked to the image of the company & the quality of the product. The consumers who use iPhones will usually have more money to spend on a phone & can afford luxury brands, as when the iPhone was first released it was only available in certain networks and at certain stores. The value isn’t in the price of the product, although some people do take pride in the fact they have spent a considerable amount of money on a product & will mean they pay money to look after it e.g. phone cases & insurance. Market: Like mentioned above, the market that purchase iPhones usually have enough money to spend money on luxury brands. They also usually care somewhat about their appearance, as the iPhone is also sold on looks, as well as the features that come with an iPhone. Competition: Again, mentioned earlier, they are in competition with phone brands such as Windows & Samsung. In recent years, Apple have developed more phones that you could say have had somewhat of an influence from these companies e.g. the release of the iPhone 6 plus (which shows how their is an audience that want bigger phones) & the introduction of the iPhone 5c (essentially a cheaper version of the traditional iPhone).
- 8. Quality: This product is on the opposite end of the scale from an iPhone. The quality of the phone is based on the pricing alone. You are looking at a very basic & standard phone. Although mentioned on the poster are the features found on the phone, the emphasises is really on the price of the phone at £13 (it is also the largest text on the poster). Image: The image is really based on Asda as they are advertising this phone specific to their audience. The image of Asda is catering towards a C2DE audience, therefore they will not be typically be able to purchase the high-end products like an iPhone. They are advertising a phone that will clearly be in their price range and that they will purchase if they want/need one. The image for these kinds of phones is that they are typically used as a back-up phone or a phone for an older generation, as they typically do not understand newer technology. Price: The price is the main focus for this advertisement. The price is the selling point over the quality of the product. at £13, you cannot go wrong with that price & Asda’s consumers will know this. Although the features are mentioned, these features are just the basics that you are looking for in a standard simple phone. Value: These cheap phones are of a lot of value to people that have either lost, broken, don't understand technology or simply don't have enough money to spend on a phone. Meaning the value is in the price, not the image or quality of the product (unlike the iPhone where this is entirely what they are sold on). Market: Like mentioned above, the market for these phones are typically part of the C2DE market & are purchasing these phones for reasons such as they cannot afford a pricey phone. Competition: They have competition with other cheap phones as there are a lot out their, and because there is not a lot of emphasise on the type of phone it is, they just have to try and target the market right.