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Asda Marketing Chief Says Retailer's Ad Strategy Needs To Focus On Consumers

May 19, 2015: 12:00 AM EST
Faced with declining sales, retailer Asda needs to change its marketing strategy and focus on talking to customers instead of its competitors, according to the company's chief marketing officer Barry Williams. His statements reflect Morrisons chairman Andrew Higginson's assertion that the price wars have shown that the big 4 supermarkets have stopped talking to their customers. Asda, which have seen its quality score falling 22.6 percentage points, based on data from YouGov BrandIndex, is hoping its new advertising strategy will help revive sales after reporting like-for-like sales fell 3.9 percent in the quarter ending April 19, 2015.
Thomas Hobbs, "‘Our ads must talk to the consumer rather than our rivals’ says Asda’s head of marketing", Marketing Week, May 19, 2015, © Centaur Communications Ltd (a member of the Centaur Media plc group)
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