TheMarketingblog

FMCG Perception Blunders / “The price point on the Morrisons ad read £1 – the Asda version read £2”

This is an interesting positioning story about Asda, Morrisons and Ben & Jerry Ice Cream.

It all started with two left hand page ads in Thursday’s Daily Mail.  They were both the same size and for Ben & Jerry products. The ads were virtually identical. The one on Page 16 was for Morrisons and on page 18 the Asda version was revealed in all its glory. There was one very important  point of difference. The price point on the Morrisons ad read £1 – the Asda version read £2.

The Ben & Jerry Ice Cream tubs in the ads looked very similar  – but there may have been some other differences. Either way the perception created of a higher price for Asda was not good.

Two conclusions. The paper planner should have spotted it and  somebody at Asda got it somewhat wrong.

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