To maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
By Mark Ritson
This week’s deal might have created the UK’s biggest supermarket group, but questions remain over how the two businesses will work together when they have such distinctive brand propositions.
The deal between the UK’s second and third biggest supermarkets gives the combined entity about 31% of the supermarket sector, ahead of current market leader Tesco.
Sainsbury’s boss Mike Coupe believes that just because the two brands will be owned by the same company, that doesn’t mean they can’t co-exist.
While job prospects have improved slightly compared to three months ago many more companies are still expected to cut staff than hire.
Sky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.
This month’s GfK research signals more pessimism and unease in the crucial run-up to Christmas.
Coca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.