Waitrose: Marry quality with value

How did Waitrose manage to break into the 'value' market so successfully with its Essentials range? This case study looks at how a brand, which has been synonymous with an upmarket image, created a range which broadened its appeal without losing anything from its reputation for quality.

Marry quality with value

Matt Wyatt


As 2007 ushered in 2008, supermarket chain waitrose was enjoying the best of times. Having enjoyed, for many years, a deserved reputation as Britain's best quality supermarket, it had recently announced...

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