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Value grid

Richard Huntington
Richard Huntington
Richard HuntingtonChairman and Chief Strategy Officer

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

Value grid

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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 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
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?
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
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
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
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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Value grid

  • 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. 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. 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 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. 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. 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. 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