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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