How Sainsbury’s promoted value to thrive in the retail downturn

Craig Mawdsley and Tom Roach

Recessions are particularly tough times for brands whose values are not exclusively about helping you to save money. There is usually pressure to act drastically, and marketing directors can feel genuinely torn between holding true to what made their brand a success in the good times and the lure of price promotions to hold on to market share in the bad times.

The UK supermarket sector is one of the world’s most competitive, comprising six strong, mass-market brands, all with high advertising spend and the need to demonstrate week-by-week success.

Main players in the UK retail grocery market