Marks and Spencer and Asda's Products and Different Demographics Targetted - Essay Example

The paper "Marks and Spencer and Asda's Products and Different Demographics Targetted" is a wonderful example of a case study on marketing. Marks and Spencer and Asda are one of the top-notch retail stores in the United Kingdom. Asda claims to be one of the cheapest retail stores that are functioning in the UK currently. It targets all average middle-class families providing them a great shopping experience that would satisfy them and their budgets. on the contrary, Marks and Spencer are one of those brands that cater to a completely different market that is the upper middle class or the elite class who can unconsciously spend without considering monthly budgets and basic necessities and apart from their basic requirements they can opt for luxuries which are housed all under one roof. Therefore Asda is more budget-friendly and has a massive target audience whereas marks and spencer target those who can afford and have a budget that exceeds basic necessities and has room for luxuries. An Asda customer states "I work very hard and I don't want to fritter my money away on luxuries." She furthers states "Asda is really the right shop for my income bracket. They keep prices very low and that's very important to me.", similarly, according to a Marks and Spencer customer, "This is a place for luxuries, not the staples. But it makes you feel good to shop here. You feel richer than you probably are." (guardian, 2004)
Today Asia is in a better state than Marks and Spencer. Although Marks and Spencer is a renowned brand it has been suffering from serious decay in recent times. Asda has made its marketing strategies very flexible and engaging therefore serious buyers find Asda a reasonable choice where they can spend not denting their budget. So far Asda's policy regarding marketing is paying off for them. (Aswathappa, 2010) Whereas when one critically analyzes Marks and Spencer's prevailing business scenario, it adheres to revise and work on its different segments in the market. It also needs to devise a way in which they can divide and categorize various target markets. So that an effective mechanism is generated when it comes to customer relations. (Swot analysis, 2013)
When it comes to packaging Asdais doing an areally good job by recycling and reducing the pollution in the environment by cutting on waste, harmful carbon dioxide and other dangerous material. They work on the policy that supports a healthy environment hence reducing global warming. (Asda, 2013) All this leads to safer, healthier packaging which increases the life of the product providing it with longer sustainability. It is believed that Mark and Spencer still lack the packaging when it comes to Asda who are still a step ahead of them. they need to really establish themselves as they are considered to be the worst in packaging. (wallop, 2013)
In a nutshell, when it comes to marketing, target audience, packaging Asda has adhered to maintain its standard and has been quite successful in doing so. Whereas, Marks and spencer need to work on its current policies so that it can gain the trust of its audience back.