ioning in marketing literature. Although the craft of positioning is a defining function of modern branding, the idea of positioning dates back to Classical Greece, with Plato's assertion that memories evoke related memories, thus colouring interpretation (Warren, 1916). In the seventeenth and eighteenth centuries, the British empiricists elaborated the Aristotelian notion that ideas are stored in memory by association, developing the three a€œLaws of Associationa€; similarity, contrast and contiguity.
Discussion
1. Recession affecting the retailers.
Here we will discuss about the recession and it's affect on retail markets. As we know that we are running in the bad economic condition. So it gives us unemployment, lack of money, poverty, people go behind the cheap product.....etc. in these situation we call it for recession. Recession participate everywhere around the world. In these situations people are scaring to spend their money in to business or market.
2. Current retail UK Market.
In the current economic conditions the retail markets are trying to grab their customers giving different offers and products. Using cheap price and quality products are the priority for all retailers to the customers and it is the key factor to increase the business and survive the recession.
Neil Saunders, the consulting director at Verdict, said: (telegraph nov 2009) "We are now entering the most challenging period many retailers will have ever faced: the UK retail market is both mature and intensively competitive and that, combined with a slowdown in growth, means everyone will need to work much harder just to stand still.
Andy bond Asda CEO (the marketing blog aug 2009) a€œWe be able to already see how changing attitudes are affecting customers' shopping habits, Consumers are not prepared to pay a premium when they cannot taste the difference. The era of conspicuous consumption is besides.Saving money by cutting out waste of every part of kinds will be the priority.
3. Major discounters Aldi and Lidl
The German chains Aldi and lidl are discount retailer and fight with the big four rival's called Tesco, Asda, sainsburey, and Morrisons. The two discounters have to do a lot of work while competing rivals.
Aldi one of the retail company in UK and launched in 1990 and they have more than 300 stores across UK. the company called Aldi sell food, drinks, healthn and beauty product, sanitary items, baby product, and other cheap house hold items and wide variety of fruits and vegetables, including frozen food, fresh meats, fish, desserts, baked goods and alcohol, wines cheese...etc. the important thing that Aldi has concentrated products are own labelled or in other words own brand products and the other brand product or none Aldi products are limited. The store strong in cheapest products and it introduced from GERMANY. So the company typically use two similar brands for all category of the product. So this structure gives Aldi stores to be smaller than general supermarkets which cover the same range of products but with more variety. About the company's offer to the customer giving special offers per week, special buy deal offer a particular range of product like electronics and car accessories, cloths and house hold items, garden ,appliances...etc at bargain prices on Sundays and Thursdays (it might be for a week or avail
