The John Lewis Partnership has reported strong results from its scheme to bring the John Lewis and Waitrose brands closer together, as well as from the launch of its value Anyday range.
Forget worshipping at the altar of revenue. Marketers who take a leaf out of Tom Kerridge’s book and embrace pricing power will find the surest route to profitability.
CEO Simon Roberts says Sainsbury’s is on track to triple the rate of product innovation, with plans to add a total of 1,900 new products over the year.
M&S recorded a £201.2m loss for the last year, but with Ocado’s strong performance and a shift in marketing strategy, CEO Steve Rowe believes the retailer’s transformation strategy is at an “inflection point”.
With a new loyalty scheme, expanding Amazon partnership and plans to invest in communications, Morrisons is confident it will recover from the impact of Covid-19 over the coming year.
CEO Simon Roberts says Sainsbury’s extended price lock programme and Aldi Price Match scheme is already driving improved value perception among customers.
The retailer is launching Anyday, its “most affordable” own brand range of 2,400 products designed to undercut existing collections and attract a broader range of money conscious consumers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Consumers rethink what value means in times of crisis. Do marketers need to be more involved when brands do the same?
Asos believes the Covid-19 pandemic and supply chain allegations at rival Boohoo make clear and transparent communication more important than ever.
The 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.
Forget ‘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.
Companies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
It 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 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.