Brief description of assignment
Denmark's largest discount retailer, Netto, was established in 1981 and has built its success on low prices and good quality foods. The past years, Netto has been building their brand as a down-to-earth retailer with room for everybody no matter economic standing, class or beliefs – Netto suits everyone and makes the everyday hastle-free. In recent years, continuing awareness of the environmental problems caused by human-made garbage and plastic in nature, triggered Netto to shift their focus from price-driven marketing to more transparent and value-driven marketing.
The challenge
So how could Netto keep its place as...