Why marketers need more input to ensure the price is right
Matthew ValentineConsumers rethink what value means in times of crisis. Do marketers need to be more involved when brands do the same?
Asos: Being open and transparent is key to building brand trust
Sarah VizardAsos believes the Covid-19 pandemic and supply chain allegations at rival Boohoo make clear and transparent communication more important than ever.
Junk food promotions to be banned in healthy eating drive
Sarah VizardThe government is considering banning junk food promotions and ‘guilt’ aisles, but it appears a ban on junk food ads is not part of the plan to tackle obesity.
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Take Tesco’s lead, prepare for a recession that will dwarf the financial crash
Mark RitsonForget ‘U’s and ‘V’s, this recession will be F-shaped, and Tesco knows from the financial crash that all most brands and retailers can do is minimise their losses.
Why brands should stay true to premium price models
Matt BarkerCompanies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
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Marketers need journalism to survive so let’s fix the print model
Mimi TurnerIt would be a big mistake for marketers to condemn print media to the dustbin of history, but at this time of crisis publishers must innovate to offer a product people want at a price they will pay.
Brands that treat customers unfairly during the coronavirus crisis will be punished
Richard ShottonBrands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.
In these times of crisis, marketers must bow down to the COO
Cheryl CalverleyAs the coronavirus pandemic takes hold, marketers must realise that – for once – supply trumps demand.
Price premium: How brands are challenging the category norms
Matthew ValentineBrands from Nespresso to Seedlip are reframing the way consumers think about their products, shifting outside their traditional categories to claim a larger share of shoppers’ wallets.
Retailers warned not to hike prices in response to coronavirus demand
Sarah VizardThe competition regulator is urging businesses to behave responsibly and not hike prices in the wake of the coronavirus outbreak.
John Lewis puts Never Knowingly Undersold price promise under review
Ellen HammettThe parent company of John Lewis and Waitrose has reported its third consecutive year of profit decline and new chairman Sharon White is thinking about how to modernise the retailer’s long-standing price promise.
Tesco becomes first supermarket to directly price match with Aldi
Sarah VizardTesco will hope that by price-matching with the discounter on both own-brand and branded products it can curb Aldi’s growth and win back customers.
Reality bites: Retailers count the cost of Christmas past
Matthew ValentineDoes the latest retail carnage on UK high streets mean the sector has hit rock bottom? A hardening of attitudes to discounting may show that reality has started to bite.
How John Lewis plans to use Waitrose to boost its quality perceptions
Ellen HammettJohn Lewis outlines “huge opportunities” to leverage the fact people shop for food more than they do non-food as it posts disappointing Christmas results and loses its managing director.
M&S takes a swipe at discount culture as sales decline
Charlotte RogersDespite a decline in revenue, M&S credits its decision to “hold its nerve” and resist discounting too soon over the festive period as it returns to like-for-like sales growth for the first time in three years.