Magazine article Marketing

Editor's Comment: Waitrose Push Is No Lost Cause

Magazine article Marketing

Editor's Comment: Waitrose Push Is No Lost Cause

Article excerpt

Taking on Tesco is a challenge few relish, and even fewer succeed at.

Green MP Caroline Lucas, TV chef Hugh Fearnley-Whittingstall and a handful of local campaign groups have made only limited headway in this respect, while Tesco's 30%-plus market share gives us a glimpse of just how tough it is for other supermarkets to rival its dominance.

As we report on page three, Waitrose is next in line to take up the mantle. By launching a marketing drive matching Tesco's price on 1000 branded products, it appears, on the surface at least, that it is waging an all-out war in a bid for custom. Predictable headlines such as 'Waitrose takes on Tesco in supermarket battle' and 'Waitrose price war on Tesco' reinforce this take on events.

Yet any notion that Waitrose can threaten Tesco's dominance is misguided, as a glance at the figures shows. Tesco has more than 2000 stores to Waitrose's 231. It also has weekly sales of more than pounds 1bn a week compared with Waitrose's pounds 2.42bn in six months, while Tesco's marketing spend is seven times that of Waitrose. …

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