You have only shown us the PCN reminder. We would need to see the original Notice to Keeper (NtK).
Plan A is top always try and get the landowner or managing agent to get the PCN cancelled. Have you contacted ASDA yet to complain about receiving a speculative invoice from a third party, unregulated private parking company merely for being a loyal patron of their business? When you approach them, aim as high up the management food chain as you can see go. The CEO is a good place to start and make sure all comms are in writing, preferably by email.
Regarding technical failures with the Notice to Keeper (NtK) which you can appeal on if you don't get a positive result from Plan A will include failure to fully comply with PoFA 9(2)(e)(i) and also PoFA paragraph 3. Additionally, the "entrance sign" is parallel to the road rather than facing the driver when entering the car park which is a failure of the BPA/IPC Private Parking Single Code of Practice (PPSCoP) section 3.1.2 and Annex 2 section A.2.2.
Regarding the entrance sign, there is no possibility of the sign being read by the driver (at least in the GSV images from August 2023) without needing to look away from the road ahead:
As for the PoFA failures, there is no "invitation" for the Keeper to pay the charge as required in PoFA 9(2)(e)(i) and the location of the alleged breach of terms is not clearly defined as "relevant land". Simply stating that the location is "Asda Eastlands" would be impossible to locate if using an OS map.
So, for now, keep trying Plan A. If you have no luck with that by Sunday 5th January 2025, then submit the following appeal but only as the Keeper. Easy enough to defeat as long as the
unknown drivers identity is not revealed. There is no legal obligation on the
known keeper (the recipient of the Notice to Keeper (NtK)) to reveal the identity of the
unknown driver and no inference or assumptions can be made.
The NtK is not compliant with all the requirements of PoFA which means that if the
unknown driver is not identified, they cannot transfer liability for the charge from the
unknown driver to the
known keeper.
Use the following as your appeal. No need to embellish or remove anything from it:
I am the keeper of the vehicle and I dispute your 'parking charge'. I deny any liability or contractual agreement and I will be making a complaint about your predatory conduct to your client landowner.
As your Notice to Keeper (NtK) does not fully comply with ALL the requirements of PoFA 2012, you are unable to hold the keeper of the vehicle liable for the charge. Partial or even substantial compliance is not sufficient. There will be no admission as to who was driving and no inference or assumptions can be drawn. ParkingEye has relied on contract law allegations of breach against the driver only.
The registered keeper cannot be presumed or inferred to have been the driver, nor pursued under some twisted interpretation of the law of agency. Your NtK can only hold the driver liable. ParkingEye have no hope at POPLA, so you are urged to save us both a complete waste of time and cancel the PCN.