Sponsorship Strategy And Advertising Strategy Of Supervalu Advertising Strategy
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Sponsorship Strategy and advertising strategy of SuperValu
Introduction
In this essay I will be looking at the marketing communications strategy of SuperValu. SuperValu was founded in 1979 out of the larger Musgrave 's VG Chain, the smaller stores became Centra. They have 193 stores in the Republic of Ireland and 36 as of 2004 in Northern Ireland. In 2011 Superquinn was bought by Musgrave group the parent company of SuperValu. In August 2013 all Superquinn stores were rebranded to SuperValu. SuperValu 's marketing is focused on proving that their products are less expensive than rivals Dunnes Stores and Tesco with their "SuperValu Price Promise" where they guarantee low prices on big brands, outstanding promotions and quality own brand products.
Sales Promotion strategy
Sales promotion is a process with the aim of persuading a customer to buy a product. It is designed to be used as a short-term tactic to boost sales. Some sales promotions are aimed at consumers specifically, this is called consumer sales promotion. Sales promotion is not designed to build long-term customer loyalty and can be used to induce brand switching. It can also de-value a brand or undermine a long term brand strategy. That being said it is know that Boots use sales promotion as their pricing strategy in sections of their stores. Generally does best during recession as consumers feel good getting a deal. With SuperValu priding themselves on their promotion they have set a high enough bar foe