ASDA, exposé.

Anglais ASDA

Introduction:

Hello, every body, thanks you to be here. We are going to introduce ASDA company, a British supermarket retailer.

Plan:

On the one hand we will talk about …

I. Company

¥ History

¥ Company Profile

¥ Logo and Slogan

On the second hand

II. Domestic strategy

¥ Stores and Employees

¥ Corporate social responsibility

¥ Different range of product

On the last hand

III. International strategy and Future plans

I. Company :

History :

In the 1920's, a group of Yorkshire dairy farmers started Hindell’s Dairy Farmers Ltd.  After being bought out in 1949, the Hindell's business moved to Leeds and became Associated Dairies & Farm Stores Limited. At the same time in West Yorkshire, the Asquith family opened their seventh butcher shop in the area, and opened ‘Queen’s Supermarket’ in Pontefract. In 1965 the Asquith brothers decided to join forces with the Associated Dairies. Which led to the creation of Asda (ASquith + DAiries… get it?). ASDA introduced the concept of the "superstore' as early as 1965 and has never operated anything but these behemoths of the food-retailing world (a superstore is defined as one with 25,000 (thousand) square feet or more of selling area). In 1999 the world’s biggest and best retailer, Walmart, acquired Asda. To this day, the’re working together to help people save money so they can live better.In 2002 Asda was named the top company to work for by the Sunday Times. In 2014: ASDA were named as one of the Times Top 50 Employers for Women i. It launched its Global E-Commerce Centre in Asda House, which supports all of Walmart’s e-commerce platforms. And it was also the year it started to provide its George customers with brilliant homeware. 

Then, in 2015 asda celebrating its 50th anniversary.

Company Profile

Asda Stores Limited is a British supermarket retailer, headquartered in Leeds, West Yorkshire, founded in 1949 by J.W Hindell. The company became a subsidiary of the American retail corporate giant Walmart and was the second-largest supermarket chain in Britain between 2003 and 2014, by market share.

Now, the CEO is Mr. Sean Clarke. It has reached a turnover of 134 million (One hundred and firty four millions) euros in 2007 and in 2014 it has reached a turnover of 1 million 589 366 euros (1 million and five hundred and eighty nine thousand three hundred and sixty six).

Even though Asda is a subsidiary of Walmart, it has more autonomy than any of the other supermarket chains within the Walmart International division, and has retained its own British management team and board since the 1999 takeover.

Format: Initially, ASDA detained a simple and fresh store format. Indeed, this format emphasized the strategy of the Walmart style. ASDA stores are generally with and green with the simplistic arrangement, but built on a large surface of sale. The ASDA’s format store is almost 20% bigger than its competitors but there is 20% fewer aisle.

ASDA living stores in October 2003, ASDA created a new store format, called “ASDA Living “.

It’s the first store of general goods.

In April 2006, ASDA developed another new store format: called “ASDA Essentials”. This format was traced on the French Brand Leader Price with a lower surface than ASDA stores to attempt to remedy the competition of Aldi and Lidl.

Market share and competitors: Asda is the second largest supermarket chain in the UK with a 16.8% of the grocery market. Lead by Tesco and followed by Sainsbury and Morrisons , who are these main competitors. Recently, « Lidl » and « Aldi » take more and more important market share so they become their new competitors.

Target markets: According to ASDA, (2009) The organization is targeting almost all the segments of UK society. However most general customers of ASDA are women of age 20s and 30s. These women buy the goods of day to day use for themselves and their families. The second group of market segment of ASDA are males. They also buy for themselves or for their families. It is showing that marketing campaign of ASDA is not specified on a particular group.

Logo & slogan :

¬ All Together Better: 1981-1984

This is the earliest known slogan. It was used in the 1980s to advertise ASDA supermarkets low prices. One advert had a tune, one lyric included the famous 'That's ASDA Price' slogan.

¬ You'd Be Off Your Trolley To Go Anywhere Else: 1986-1987

¬ Pocket the Difference : 1992-1994 ; 1994-1996 ; 2005 :

Between 1992 and 2005 the logo and the slogan had change a lot of times

The slogan made a return during 2005. It appeared on screen using the branding style of the period in conjunction with the ASDA Price logo.

¬ Always Low Prices : 2002-2005

This slogan was introduced along with the then new ASDA Price logo. It was fairly widespread and can still be seen in various places in and around supermarkets today. It is no longer used on new adverts or branding elements.

¬ You're better off at ASDA : 2013-2014, 2014-2015 : The same between 2013 and 2015 the slogan and the logo had change 2 times

¬ In 2015, Asda promotes itself under the slogan "Save Money. Live Better".

In January 2015, Asda announced stronger branding references to its parent company Walmart. The changes included the addition of the 'spark' to the top left corner and the addition of the slogan 'Save money. Live better.'

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