PEP vs. Mr Price By Cath, Nat, Zee,

EmmaMay 2013

Brief Background: Mr. Price• Mr Price was started by Stuart Cohen and Laurie Chiappini , who both

have extensive experience in the retail and fashion industry.

• They were both part of the management team for Ackermans and helped breathe life into the brand in 1979.

• In 1986, the first Mr Price factory shop .By 1995, Mr Price had established 237 stores

• Mr Price has a wide range of clothing that caters for men, women,

children and they also have a great selection of maternity and career-wear, as well as underwear and accessories.

• Mr Price recently underwent a rebranding, by collaborating with European visual merchandisers Dalziel and Pow to bring a fresh, up-to-date feel to the Mr Price stores

 

Brief Background: Pep• Pep is a successful multinational brand, which is

based in and operates out of 11 countries.

• In 1965, the first Pep store was opened in the Northern Cape.

• Variety of products; clothing and footwear for men, women and children, home-ware, beauty, cellular and airtime products.

• Helpful services such as cash-backs, loans, funeral policies and electricity tokens.

Perceptual Map

• Dictates who their target audience and target market will be

• Various Approaches to Positioning; benefits, quality, price etc.

• Helps carve out market share and place in consumer’s mind

Importance of Positioning

Positioning

PEP

Low prices for your family’s needs

Reliable, family oriented

faciliatate or enable low- income consumer access to certain services i.e. insurance and telecommunications

Top-Of-Mind (family retail store)

Mr Price

Fashionable trends at low prices

Repositioned

Low Price strategy

Relevant

Top-Of-Mind (affordable trend- setters, fashion)

Youthful brand

How each brand communicates

Creative concepts:

PEP

Simple

Message Appeal: Feel good, cognitive; Pre-emptive and generic

Message design: colors,

Taken out negative stigma with low income

Identifiable selling point

Mr Price

Message Appeal: Feel good and sex

News Announcement Platform

Pre- emptive; trend setter

Early adopter of international trends at low prices

PEP vs. Mr Price

Brand resonance

Both brands do resonate with the consumer, because:

• Message designs exhibited by both brands follow all the basic principles for successful communications with the target market and audience

Mr Price:• Exudes a personality that is fun, trendy and accessible • Message appeal is one of feel good, cognition of latest trends at a low

cost with a veneer of sex appeal. • Communication strategy fits well with contact points that are most

utilised or seen by their target audience

Pep:• Blue and yellow give a sense of health; stability and reliability,

which is congruent with their brand promise and helps attract their target audience who consist of decision makers in low income homes.

• Pep has managed to erase the stigma of indignity that is attached to poverty or low- income households