With the latest ‘Lidl Surprises’ campaign aiming to convince doubters of the quality of the discounter’s meat, Lidl UK’s marketing director Claire Farrant says its past success means the brand’s marketing now has to work much harder to surprise British consumers.
Discounter Lidl is stepping up efforts to position itself as a conventional UK grocer with the launch of ‘My Lidl’ – a new online loyalty community for its shoppers.
Sainsbury’s and Morrisons have rejected claims that a focus on price cuts will lessen quality perception, with both claiming that a mix of premium quality and competitive pricing is key to revival.
Asda is one of the last major UK supermarkets to launch a loyalty scheme and the last of ‘big four’ grocers Tesco, Sainsbury’s and Morrisons.
An understanding of sales is essential for marketers to help grow a business, argues Corona vice-president Felipe Ambra, as well as working with the right people and knowing how to get to great ideas.
From ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
While some companies are making cuts to marketing spend given the current economic situation, dessert brand Gü is upping investment as it looks to strengthen its brand.