Sainsburys brand contest- a valuable brand assets.docVIP

 PAGE \* MERGEFORMAT 4 Sainsbury’s brand contest: a valuable brand assets Sainsbury’s Brand Match: a brilliant brand property Blog master / David Taylor I had to experience a brand activities - British supermarket retailer Sainsbury’s brand contest “(Brand Match activities, this event aims to activate and enhance the consumers’ brand awareness, increase sales, the company issued data, in January, in the past 14 weeks, its market share rose to 16.7%, sales increased 4.8 percent, the good of the supermarket retailers for Christmas sales performance is unprecedented. Brand contest “to immediately contrast the brand product price, I buy in supermarkets including Tesco and Asda - they are competitors of the two major supermarket retailers. If the price of a store is more expensive than the competition it will give you a coupon, so you will be able to next shopping to make up the difference. this quick access to price data is based on modern BrandView system, data is updated daily. I consider the success of this brand contest movement is: Parity strategy: Sainsbury’s reputation in the UK, lies in its ability to provide quality goods than Tesco and Asda, but people think that its goods more expensive. In fact, several major competitors’ prices are similar, but consumers “memory structure” of the brand is very difficult to change, such as Sainsbury’s goods expensive. And launch activities of the “brand contest is very wise. Sainsbury’s does not want to own all the goods are the lowest price that will be costly, but also damage the brand image. Instead, it is trying to achieve a “parity point”, as long as competitors can maintain the same price level. The influence of personal experience: “brand, the influence of the contest is that it’s personalized, data records it for me every purchase .2012 In December, more than 50% of shoppers found that the brand of the supermarket retailers products cheaper than Tesco and Asda. In my opinion, this is a cha