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

What else does this article talk about?

  • POP & in-store
  • Supermarkets & grocery stores

WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.

What do I get with WARC?

  • 65,000+ articles covering the full spectrum of marketing communications.
  • Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
  • Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
  • Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.