Download - Pep VS Mr Price - Comparative Brand Analysis
PEP vs. Mr Price By Cath, Nat, Zee,
EmmaMay 2013
Brief Background: Mr. Price• Mr Price was started by Stuart Cohen and Laurie Chiappini , who both
have extensive experience in the retail and fashion industry.
• They were both part of the management team for Ackermans and helped breathe life into the brand in 1979.
• In 1986, the first Mr Price factory shop .By 1995, Mr Price had established 237 stores
• Mr Price has a wide range of clothing that caters for men, women,
children and they also have a great selection of maternity and career-wear, as well as underwear and accessories.
• Mr Price recently underwent a rebranding, by collaborating with European visual merchandisers Dalziel and Pow to bring a fresh, up-to-date feel to the Mr Price stores
Brief Background: Pep• Pep is a successful multinational brand, which is
based in and operates out of 11 countries.
• In 1965, the first Pep store was opened in the Northern Cape.
• Variety of products; clothing and footwear for men, women and children, home-ware, beauty, cellular and airtime products.
• Helpful services such as cash-backs, loans, funeral policies and electricity tokens.
Perceptual Map
• Dictates who their target audience and target market will be
• Various Approaches to Positioning; benefits, quality, price etc.
• Helps carve out market share and place in consumer’s mind
Importance of Positioning
Positioning
PEP
Low prices for your family’s needs
Reliable, family oriented
faciliatate or enable low- income consumer access to certain services i.e. insurance and telecommunications
Top-Of-Mind (family retail store)
Mr Price
Fashionable trends at low prices
Repositioned
Low Price strategy
Relevant
Top-Of-Mind (affordable trend- setters, fashion)
Youthful brand
How each brand communicates
Creative concepts:
PEP
Simple
Message Appeal: Feel good, cognitive; Pre-emptive and generic
Message design: colors,
Taken out negative stigma with low income
Identifiable selling point
Mr Price
Message Appeal: Feel good and sex
News Announcement Platform
Pre- emptive; trend setter
Early adopter of international trends at low prices
PEP vs. Mr Price
Brand resonance
Both brands do resonate with the consumer, because:
• Message designs exhibited by both brands follow all the basic principles for successful communications with the target market and audience
Mr Price:• Exudes a personality that is fun, trendy and accessible • Message appeal is one of feel good, cognition of latest trends at a low
cost with a veneer of sex appeal. • Communication strategy fits well with contact points that are most
utilised or seen by their target audience
Pep:• Blue and yellow give a sense of health; stability and reliability,
which is congruent with their brand promise and helps attract their target audience who consist of decision makers in low income homes.
• Pep has managed to erase the stigma of indignity that is attached to poverty or low- income households