Analysing AdvertsAldiThis is a video advertisement created by Aldi with a focus on comparing price and value in relation to their own-brand product and some of the larger brands products.

PriceAldi are admitting that though their own ketchup may not taste as nice as Heinz Tomato Ketchup, you’re still getting what you need and it’s £1.26 cheaper. This is an example of Aldi veering away from the quality angle and advertising what they’re good at, which is selling cheaper product. Rather than see it is as a negative, they’re using spin to turn a lesser quality but cheaper product as a positive.

ValueAldi clearly show intention to compare value for money by also including how much of the product the consumers gets for their money. If they were only comparing price they may not have shown how much ketchup there is in each tub.

CompetitionAldi’s main competitors within the supermarket industry are Iceland and Lidl. Their advertisements are targeted at similar social classes and for the most part they share the demographic. It is important for Aldi to remain respectable and not just as a cheaper but lesser alternative, and by challenging the large supermarket chains directly and distancing themselves from closer competitors they are becoming the fifth choice of supermarket, alongside the obvious ASDA, Tesco, Morrisons and Sainsbury’s.

Target marketPredominantly, Aldi aim their advertisements at those belonging to the social grades C1, C2, D and E. Aldi’s product and price allow them to cater more directly towards specific groups of the public. For example they may direct a lot of their advertisements at young, married couples and large low-income families.

WaitroseThis is an advertisement created by Waitrose with a focus on comparing product with their competitors, and avoiding losing customers to cheaper supermarkets like Aldi and ASDA.

CompetitionIn terms of pricing and target market Waitrose’s main competitors are Marks and Spencer. For the most part, they both aim their advertisements at people belonging to the social grades A and B. Due to people struggling more and more with money, a lot of their consumers are having to move down a few levels price-wise to supermarkets like ASDA and Aldi. Waitrose have made an effort to almost replicate cheaper supermarkets advertising angles by stating that they are matching their prices. Usually the more expensive supermarkets’ advertisements revolve around quality and image.What is interesting is that to further cater to those that currently belong to the cheaper supermarket chains they are using baked beans as the face of their product. Normally you would expect the more expensive chains to advertise more sophisticated and expensive food but this is another example of Waitrose matching Aldi’s and ASDA’s advertisement ideas to expand their audience.

ValueThis whole advertisement is based around value. Waitrose make an effort to make consumers aware that they are matching the prices of over 1000 products from a supermarket that claim to be cheaper. Despite preaching value, unlike other supermarkets’ adverts, Waitrose have chosen not to include individual prices for specific products. Because of their prices being larger across the majority of their products, they may be reluctant to claim specific victories on certain products, as they may want to avoid another supermarket retaliating with facts and figures on Waitrose’s steep prices.

British Airways

QualityBritish Airways are often seen as the pinnacle of air travel when travelling to and from the United Kingdom. They hold a reputation for carrying passengers that above all else, have a lot of money. Cheaper airlines like EasyJet often try and pass them off as snobbish but British Airways have made an effort to alter public image and create a new theme for the company that involves business and comfort. Whilst you will see cheaper airlines include flight prices as the main face of their advertisement, British Airways tend to focus on images of serene, tranquil and calm destinations.

ImageBritish Airways’ public image can be dependant on whether or not you can afford to fly with them. If you can, you may look at them positively as an airline for wealthy businessmen and rich couples. If you can’t, you may look at them negatively as an airline for wealthy businessmen and rich couples.British Airways attempt to portray themselves as a place of comfort and class, where you can visit remote islands surrounding the Caribbean or even big cities like New York and Tokyo for the business types.The image below helps promote both of these ideas, by shaping a remote island into a laptop with labels such as ‘PowerPoint’.

EasyJet

PriceEasyJet’s choice of advertising is to announce that price beats quality. They may not even agree, but they have to continue down this route to maintain the loyalty of their customers and be the go-to choice when it comes to cheap flights. Their public image may suffer, but they still fill most of their flights.Here you can see that they share a mantra with supermarket chains like Aldi and Lidl, whereas British Airways choice of advertising methods can compare to Marks and Spencer and Waitrose.

ValueTo those that can’t afford business class and flights to Sydney, EasyJet provide a way out for those who desperately need a week away – wherever it is. Some families need that one-week per year to distance themselves from daily struggles, and EasyJet work almost as a safety net, or even a safe haven that fill these families with the knowledge that they will be able to get their week away no matter what.

CompetitionIn the image below you can see how EasyJet compare to their competition, and this is their aim. They want you to visibly see that they are cheaper than rival airlines like Thomson and Thomas Cook.Stating that you can save up to £436 by sticking or switching to EasyJet is a great way of lessening your rivals. Due to the recession no airline is going to struggle when it comes to attaining passengers for cheap flights, but it is still a very tough market.