Despite analysts roundly predicting Christmas woes for each of the major supermarkets, Sainsbury’s, Tesco and Morrisons have all performed ahead of City expectations. But if the ‘big four’ are starting to turn the corner, is marketing really driving their resurgence?
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.
The latest figures from Kantar Worldpanel published today (17 November) show that Aldi and Lidl have grabbed a 10% share of the British grocery market for the first time, their combined score doubling over the last three years.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Our trusty columnist has been away for the past 10 weeks teaching the Mini MBA in Marketing and Mini MBA in Brand Management to 3,000 marketers across more than 40 countries. With class over and fresh from winning the PPA Columnist of the Year award, he returns with his own take on the Ronaldo Coca-Cola incident.
Organisations with greater CX maturity are seeing their ability to demonstrate returns put them in a stronger position to invest, at a time when digital experiences are making the difference in winning customers’ business.
A key fixture of its long-standing ‘Live Young’ campaign, Evian made the decision to switch its marketing focus to sustainability as the brand’s top marketer believes people now “want to know what’s behind the brands” they consume.