Supermarket Comparison Marketing

[Hesk]

Hello guys, a small but very much needed request.

Im doing a project on comparison marketing strategy between the big supermarkets e.g. '...... was cheaper than ..... on 234 products this week'

Im going down the line of is this beneficial for the company in that it is highlighting the better priced products over the rivals OR all marketing is good marketing and they would be better to keep competition off their advertising.

Can anybodt reccommend any good websites, books, journals or additional theory that has covered this area of marketing in some respect.

Thanks in advance,
Hesk

[Jen at My Marketing Team]

Can't help with books, journals or theories - but a couple of articles which present differing points of view. Hope this may help...

http://www.marketingmagazine.co.uk/news/926171/future-price-comparison-advertising/

http://www.marketingmagazine.co.uk/news/924604/Supermarkets-stick-comparison-strategies/

http://www.which.co.uk/news/2009/01/asda-rapped-over-price-comparison-advert-166657.jsp

Good luck.

[rguy]

Hi there!!

Did you manage to get the project done? I'm doing a similar project. I would really appreciate if you could help.

Thanks.

[MASSEY]

The fact they advertise that they are this many products cheaper etc clearly works as they still do it.

Also when they advertise they play around with the image sizes and the figures. The smaller figure will have a tiny image (the rivals) and the larger figure will have a huge image. So much so that is dis-proportinate to the figure.

It seems that this form of advertising works best for tesco as they appear to be dominating now.