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.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
M&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
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.
From being identified in the Marketing Week Top 100 to gaining top grades on the Mini MBA in Brand Management, these marketers are at the top of their game.