Sainsbury's and Tesco: Retaining market share during the credit crunch

Sainsbury's and Tesco: Retaining market share during the credit crunch

Published: October 2012
Publisher: MarketLine
Product ref: 154278
Pages: 21
Format: PDF
Delivery: By product vendor

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Introduction

Sainsbury's initial campaigns promoted brands, own label products, and buying basic ingredients. As the credit crunch continued, Sainsbury's launched Live Well for Less. Tesco emphasized price in 2008 with the Discount Brands scheme, and in 2011 with the Big Price Drop.

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Highlights

In response to the credit crunch, Tesco emphasized price, launching Discount Brands in 2008 and the Big Price Drop in 2011. Tesco also diversified geographically. In 2012, Tesco issued a profit warning and announced it would put more focus on the UK business with a £1bn investment.
Sainsbury's was the most profitable grocery retailer for decades before being overtaken by Tesco in 1995 and Asda in 2003. In 2004, Sainsbury's launched the three-year Making Sainsbury's Great Again plan. In 2008, underlying profit before tax for the year was £488m, up 105% from £238m in 2005, prior to Making Sainsbury's Great Again.
In 2009, Sainsbury's launched the extensive Shop & Save, Switch & Save, and Cook & Save, which, respectively, promoted brands, own label products, and buying basic ingredients and cooking from scratch. The more recent Brand Match has helped to change customer perceptions of the price of products at Sainsbury's.

Your key questions answered

  • How have Tesco and Sainsbury's performed during the credit crunch? Have they lost or gained market share?
  • What have Tesco and Sainsbury's done to retain customers and gain new ones? Have their marketing strategies worked?
  • What do Tesco and Sainsbury's have planned for the future? Do they plan to expand or focus on existing stores?

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