The magazines of leading supermarkets
have made great success in sales in 2012. All three supermarkets, Tesco, Asda
and Morrisons are circulating at a higher rate than all other paid magazines.
The fact that the supermarket magazines are actually free for their customers
is a unique selling point as people always look for a freebee or a bargain.
Also because there are thousands of people using the supermarkets daily, there
is an ideal opportunity to put a magazine on show. The placing of the product
is clearly been done effectively to generate sales and consumer interest.
Although Tesco has in fact in the lead with average sales, Morrisons has made a
vast improvement from the year, the percentage being higher Tesco’s. It could
be suggested that overall Morrisons has altered their marketing methods and
have attracted more consumers, however Tesco has clearly maintained a better
income previously which is why the improvement isn’t as big. Asda has managed
to generate a lot of sales however they have decreased from the last year. This
could be because of many reasons and this clearly highlights Asda’s potential
to generate massive sales.
Name of mag
|
% paid for
|
avg sale
|
change y/y
|
Tesco Magazine
|
0%
|
1945015
|
0.7%
|
Asda Magazine
|
0%
|
1944393
|
-1.0%
|
Morrisons Magazine
|
0%
|
1293617
|
10.3%
|
Because the supermarkets have such a wide target market they all have appealed to mostly families, focusing on their lifestyle. This strategy has proven to be effective due to the great success. The vivid colours catch the eye and the relevance to the consumers is a good selling point. The context of the magazine often relates to supermarket products which often reveal value for money and help boost sales, it would be smart to include certain products in the issue that are not selling so well to attract consumers to purchase them. This is a very effective way of promoting the supermarket and their products.
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