Subject Index
 

Sainsbury's Magazine was launched by Delia Smith in 1993, and over time it built up a paid-for monthly readership of 320,000 copies. It both helped Sainsbury's maintain a close relationship with its c ...

Iceland's sponsorship of I'm A Celebrity, Get Me Out of Here aimed to connect the brand's target audience with a wide-ranging creative and media strategy. The relationship between the company and the ...

Morrisons was founded more than a century ago, with its roots in West Yorkshire. When Sir Ken Morrison took over the family business, he built it into the north of England's biggest supermarket. In 20 ...

Waitrose's 'Quality food, honestly priced' campaign had enabled it to engage consumers at a time when many of its rivals were either concentrating on non-food items or struggling to compete. By 2004, ...

The 'Try something new today' campaign for Sainsbury's had two primary goals: delivering an additional £2.5 billion in revenue, and helping Sainsbury's achieve a sales-led profit recovery after a peri ...

This article discusses Tesco's plans to expand in the US West Coast. It argues that many other companies, and especially retailers, have failed outside their home countries, and that the stakes in the ...

In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

In this article, Judie Lannon interviews Tim Mason about the development of fresh&easy, Tesco's supermarket venture in the American south west. Among other matters, they discuss the differences betwee ...

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the t ...

By the 1990s Sears, Roebuck & Co. Company, a massive retail chain selling thousands of products, was in serious trouble from the loss of market share to big-box stores such as Wal-Mart, Targe ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra voucher ...

This paper is a brief case study of Le Mois Magique, a key annual celebration and sales event with promotions and a game of the same name. To attract the public's attention, the aim was to adopt a cre ...

This brief case study discusses the “One Cart per minute” live hypermarket game, that every minute gave customers the chance to buy whatever they wanted and take it away for free. Winners were then br ...

This brief paper details a promotion where, for six weeks, customers at Irish Mace stores received a scratch card whenever they bought a Pepsi drink. By texting the unique number on the card to a give ...

This brief paper dicusses a campaign by Austrian supermarket Billa, during which, on a quarterly basis, members of BILLA Club with the highest purchasing power received a gift box. In return, Billa wa ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

At the beginning of summer in 2001, Sunka, a new generation supermarket, was launched in Lleida (Catalonia, Spain) and was successful from the start. The supermarket became quite famous in the retail ...

This silver-winning paper is not about the world of big brand advertising. It documents how a campaign of 10-second price promotion ads, with minimal media support, generated over £300m incremental re ...

This silver-winning paper shows how, since 2000, TV advertising has helped turnaround Sainsbury’s business fortunes, by delivering £1.12 billion in incremental revenue and a ROI of £27.25 for every a ...

This silver-winning case documents how Waitrose strengthened its position as the UK’s preeminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets pla ...

In 2001 Tesco had 21% of the grocery retail market, a 5% lead on Sainsbury’s. A key contributing factor was that as the market had focused on value, Sainsbury’s had been left behind both in perception ...

Describes how the Co-op Food Retail Stores re-positioned during 1997-2000, and were transformed from a business in decline to one with a healthy-looking future. Objective of the TV `Celebrity Relative ...

Describes Tesco's advertising from 1990 to 1999, a period when Tesco's turnover increased from £8 bn to £17.4 bn and its share rose from 9.1% to 15.4%, overtaking Sainsbury to become market leader in ...

In recent years, all major supermarkets have sought to use their advertising to promote the quality of their offering, with value and prices as a secondary underpinning to this strategy. At the beginn ...

The first Tesco Metro was launched in June 1995. This new store concept brought the Tesco values of quality, convenience and value back to the High Street. After thorough testing of the initial wave o ...

Tesco Baby Club was conceived to establish the Tesco Clubcard brand (launched in 1995). Young families were found to have the highest expenditure of all Clubcard groups. A series of six mailings compr ...

1994-6 campaign for Safeway. The retailer had been consistently out-advertised by the competition, and research showed it to have a weak image: not popular with (or used by) budget-conscious families, ...