Thought For The Week

TFTW Value is a powerful Marketing

The value revolution has transformed where we buy, how we buy and what we buy.

In the past, a trip to the Harrods food hall at Christmas was on the cards for the privileged few.

Today you are as likely to find the same well-heeled shoppers picking up festive treats in Lidl or Aldi.

It’s now acceptable for the lush and flush to splash the cash in discount stores, indeed it’s something to boast about.

The fresh thinking was highlighted in Saturday’s Telegraph where Aldi was the dominant advertiser.

You would not have found their ads in the broadsheets five years ago but on Saturday they even put Chanel in the shade with four and a half pages of ads promoting champagne Christmas pudding, millionaire’s torte, turkey, goose and wine.

It does not matter if we are rich or poor, we all want a good deal. As a result, value is going to be a powerful marketing strategy for the foreseeable future.

To prosper in tomorrow’s world every brand will require a value strategy – value for money and values to live up to.

Merry Christmas and a happy and prosperous New Year!

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