Sainsbury's - Attracting potential customers without damaging the Sainsbury's brand

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 and in reality.
Agency: Prager Proximity/Proximity LondonAuthor: Alison Meredith

Sainsbury's Supermarkets Ltd

Attracting potential customers without damaging the Sainsbury's brand

1.0. Executive Summary

In 2001 the picture looked grim for Sainsbury's; Tesco was a clear...

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