Agency: Prager Proximity/Proximity London | Author: Alison Meredith |
Sainsbury's Supermarkets Ltd
Attracting potential customers without damaging the Sainsbury's brand
1.0. Executive Summary
In 2001 the picture looked grim for Sainsbury's; Tesco was a clear number one in the market with 21% share and Sainsbury's stood at 16%. All the indicators suggested the gap was still widening.
The key contributing factor to this was a perception that, whilst Sainsbury's brand still delivered the everyday quality it promised, the price premium was too high (although perception was significantly worse than reality). Tesco and Asda were competing on 'value' and heightened promotional...