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ASDA - Group Assignment
1. Campaign Pitch ASDA âWonderful Weddings for Lessâ Client: ASDA Date: 24th March 2010
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5. Customer perceptions Second only to Tesco in terms of trust , but is seen as the best value . 16-24 year-olds are slightly less responsive to the brand. High satisfaction score from 25-44 year-olds , who are attracted to its combination of style and value . 34 and under swayed by fashion , the over 35s are attracted by its value . (Source: Mintel)
9. Strategy â Target Audience Brides to be financially conscious women who are looking for an original design or concept ï Younger adults want something that expresses their individual style, so brands and retailers may need to put more effort into this aspect of their offer ( uniqueness ). Bridesmaids to be versatile dresses that can be worn on more than one occasion
10. Strategy â Message Fashionable , stylish and unique wedding wear for brides on a budget.
24. Results â Evaluation OUTPUT: media coverage OUTTAKE: changes in attitudes, awareness of campaign and perceptions ï telephone survey among customers / employees before / after campaign (independent market research company) OUTCOME: sales, hits to website