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Value grid
The document discusses the varying value propositions of UK retailers, airlines, automotive brands, and mobile networks, highlighting consumer perceptions of cost versus value. It critiques businesses for making hollow promises and for failing to provide consistent value in their offerings. Key terms include 'premium positioning,' 'taking the piss,' and 'fading star,' which emphasize the struggle for brand differentiation and consumer trust.
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Value grid
- 1. Less Value SameValue More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same More for less Same for same Same for less Hollow promises Less for same Less for less Parity player Premium positioning Budget offering Value driver Value leader Value breaker Taking the piss Fading star
- 2. Supermarkets Less ValueSame Value More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same Hollow promises Fading star Taking the Sainsbury’s More for less Same for same Same for less Less for same piss Less for less Tesco Waitrose Aldi? Asda Aldi?
- 3. UK Retailers –current success stories Less Value Same Value More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same More for less Same for same Same for less Hollow promises Less for same Less for less Burberry Poundland H&M John Lewis Amazon Taking the piss Fading star Parity player
- 4. Mobile networks LessValue Same Value More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same More for less Same for same Same for less Hollow promises Less for same Less for less O2 Tesco 3 EE Giff Gaff Taking the piss Vodafone Premium positioning
- 5. Less Value SameValue More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same More for less Same for same Same for less Hollow promises Less for same Less for less BA Premium Economy Ryan Air Easy Jet ? Avios Taking the piss Airlines Fading star
- 6. Automotive Less ValueSame Value More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same More for less Same for same Same for less Hollow promises Less for same Less for less Ford Audi Kia Seat VW Hyundai Taking the piss Honda
- 7. Automotive Less ValueSame Value More Value More Cost Same Cost Less Cost Less for more Same for more More for more More for same More for less Same for same Same for less Hollow promises Less for same Less for less Ford Audi Kia Seat VW Hyundai Taking the piss Honda