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Less Value Same Value More Value 
More Cost 
Same Cost 
Less Cost 
Less for more Same for more More for more 
More for sam...

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Supermarkets 
Less Value Same Value More Value 
More Cost 
Same Cost 
Less Cost 
Less for more Same for more More for more...

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UK Retailers – current success stories 
Less Value Same Value More Value 
More Cost 
Same Cost 
Less Cost 
Less for more S...

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Value grid

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A simple 9X9 value grid for understanding relative value positionings within both categories and portfolios, plus a few UK centric examples

A simple 9X9 value grid for understanding relative value positionings within both categories and portfolios, plus a few UK centric examples

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Value grid

  1. 1. 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 Parity player Premium positioning Budget offering Value driver Value leader Value breaker Taking the piss Fading star
  2. 2. Supermarkets Less Value Same 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. 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. 4. Mobile networks 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 O2 Tesco 3 EE Giff Gaff Taking the piss Vodafone Premium positioning
  5. 5. 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 BA Premium Economy Ryan Air Easy Jet ? Avios Taking the piss Airlines Fading star
  6. 6. Automotive 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 Ford Audi Kia Seat VW Hyundai Taking the piss Honda
  7. 7. Automotive 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 Ford Audi Kia Seat VW Hyundai Taking the piss Honda

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