Analyse a Product, or Range of Products, In Terms of Their Target Market

Throughout design, there are various methods which designers use to target a specific group of people. Many of these products are visibly targeted at certain people and this can be broken down and identified using semiotic analysis. This is very apparent in supermarkets, Tesco (Figure 1) and Waitrose (Figure 2) are a good comparison in the styles and branding which the two companies have and how this has affected who shops there and the attitudes attached to each of the stores.

Figure 1, Tesco store: international supermarket news

Figure 2, Waitrose store: The grocer

 We see the two supermarkets have different target markets, one being mass market, and the other a more niche middle-class variable. The difference is clear, Tesco has a very plain and clean image which reduces the chance of negative or overwhelming opinion, their stores generally lack flair, whereas Waitrose has a warmer less manufactured look which is very inviting, this caters to those who might be more concerned about the value for money which Waitrose offers. This is reflected in their market share with Tesco having 28.6% and Waitrose with 5% (figure 3)

Figure 3, Supermarket, market share: Mailonline

To exploit this middle-class market Tesco has their own range of “Tesco finest”. Figure 4 is the banner on the Tesco finest section of their website. The banner is darker and more saturated, with the contrast of white and black, this is common in the food industry where companies are trying to create a more premium product. The banner uses people to make the products more personal, as they illiterate who makes them and the hard work involved, furthermore there are close-ups of the food items, which shows pride in the product.

Figure 4, Tesco finest: Tesco

Figure 5 shows the banner of the everyday value products which Tesco’s offers. There is less effort put into this banner. All the food items are fully packaged and there are no close-ups showing less pride in the food. There are no images of the people who make the food. The typography used is more basic and playful compared to the more serious and handwritten style in figure 4. This is a large contrast in the two types of products Tesco offers, and they are targeted at two different people, one who cares more about what they are purchasing and wants quality, and one whom might not be able to afford the more luxury items, or is shopping simply for necessity, hence the more passive and lacklustre banner, which has less of a narrative. This also translates to the packaging on all the products.

Figure 5, Tesco, everyday value: Tesco

The evidence provided clearly shows a company which has a clear difference in their products offered, this allows them to reach a much larger range of the market, and compete with competitors whom might attract a more niche market. Tesco is willing to change their brand identity to breach a different a wider audience, this is a luxury which is common in a conglomerate.   

Image list

Figure 1…... Tesco store: International supermarket news

Figure 2…… Waitrose Store: The grocer

Figure 3…… Supermarket, Market share: Mailonline

Figure 4…… Tesco finest: Tesco

Figure 5…… Tesco, everyday value: Tesco

Bibliography

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