Lessons from the value marketers
Martin Deboo Investec
Recessions have always produced a certain amount of trading down – often merely transient. But, in 2008, things might well prove to be different. For the first time, the UK consumer has real choices to make between established brands and a range of highly credible, easily available, low-priced alternatives. In the last recession there was no easyJet in air travel, in clothing there was no Primark (to speak of), in supermarkets Aldi, Netto and Lidl had a minimal presence and, in hotels, budget brands like Travelodge and Premier Inn barely existed....