|
This article is about the supermarket chain, for other meanings, see ASDA (disambiguation)
ASDA is a chain of supermarkets in the United Kingdom offering food, clothing and general merchandise products. It is currently the second largest chain in the UK, after Tescos
The name is a contraction of Associated Dairies and was founded in 1965 by a group of farmers from Yorkshire. It and its then 229 stores became a subsidiary of Wal-Mart on July 26, 1999.
Asda has strong links to the Conservative Party through former chaiman Archie Norman, MP for Tunbridge Wells since 1997. He was chaiman of the company 1996-99.
At last count the company had 259 stores and 19 "depots". The chain employs 122,000, as of August 2003. The company is also engaged in property development through its subsidiary company, Gazeley Properties Limited.
Wal-Mart
Following the take over by the US's Wal-Mart several "Asda-Wal*Mart Supercentres" have appeared, being some of the biggest supermarkets in the United Kingdom. The first such one appeared at Cribbs Causeway, near Bristol and opened in June 2000 after converting the hypermarket. It was critizised for its size and being an eye-sore (Previously the hypermarket had more appealing looks). They also removed the upstairs café in favour of a smaller one downstairs. In November 2004 a refurbishment of the hypermarket was completed, addressing some of the complaints
Marketing
Asda are known for two famous marketing campaigns. The trouser pocket tapping "Asda price" campaign and the smiley face "rollback" campaign as used by Wal*Mart.
In October 2004 Asda launched a new format. Called 'Asda Living', it is Asda's first 'general merchandise' store, containing clothing, home electronics, toys, homewares and health & beauty products. the first of this format opening in Walsall, West Midlands and is to be followed by at least two further trial stores.
Sharon Osbourne has recently been selected to be part of a new marketing campaign by ASDA.
George
ASDA have their own range of clothing known as George. These are marketed as being quality fashionable clothing at affordable Asda prices.
Many George items bear the "No Excuses Guaranteed - Refund or replace" stickers, however the refund will be the current stickered price if no receipt is available.
Awards
- 2001, 2002, 2003 - Voted a top 10 UK employer by the Sunday Times Top 100 Best Employers Survey
- 2002 - Nestlé Social Commitment Award, awarded by peers in the food industry
See also
External links
| 
