It has been confirmed that Tesco's 'Price Promise' has seen off a challenge from its biggest rival, which claimed the campaign misled consumers.
Sainsbury's made a formal complaint to the Advertising Standards Authority (ASA) about Tesco's money-back pledge, arguing it ignored the ethics and origin of food production.
In rejecting the case, as Sky News earlier reported, the ASA said the rules required advertisers to compare goods which met the same need or intended purposes.
The Price Promise compares the price of goods in a shopper's trolley at the checkout with prices at Asda, Sainsbury's and Morrisons, with any difference on comparable products refunded in the form of a voucher worth up to £10.
Ahead of the ASA's ruling, Sainsbury's commercial director Mike Coupe said the scheme made unfair comparisons between own-label products, citing its own Basics ham produced from British pork and the Tesco Everyday Value equivalent "sourced from somewhere else in the EU".
Mr Coupe said: "They are priced the same but our pork is British and Tesco's is sourced from somewhere else in the EU. They're not the same product.
"If there's one big lesson that we should all have learned from the horsemeat scandal, it's that customers care deeply about where their food comes from and how it is produced."
Defending the campaign to the ASA, Tesco said it did not believe that products containing British and Irish ingredients could only be matched with competitor products of the same provenance, adding that "for the majority of customers, the product's country of origin would only be a minor factor in a customer's decision-making".
Tesco said that for differences such as provenance or ethics, they would still match products providing the distinction was not "key" in a customer's decision-making process.
However, where an element like provenance was a factor, such as for Melton Mowbray pork pies, they price-matched on a like-for-like basis.
Sainsbury's launched an advertising campaign on Wednesday highlighting its "commitment to protecting customers' right to make fair comparisons based on all important characteristics of a product and not just price".
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