Be interesting to hear Mark's view on how both Sainsburys and now Tesco's aggressively advertise Lidl and/or Alid in their stores with their price comparisons. Is this seen as a good marketing strategy or is it simply drawing more attention on how much cheaper these two German competitors are?
Thanks, these are great vids - but would be even more helpful if Marketing Week would transcribe into PDFs, PowerPoints that I can print out/write on, etc.. Unless they're on the MW site somewhere and I've missed them?
Thanks for a great case study and being able to demonstrate effective investment. Incumbency is such a dominant factor in any market but it doesn't mean the game is over for new entrants.
one interesting note: you have to have excess and superior creative ads. excess doesn't work if your proposition: brand/product/ad is not superior in any way than competitors. I've seen small brands investing excess with poor proposition and going to decline very quickly. So creative superiority in Lidl case was a critical factor.
This is a great example of the need to invest in creative advertising to protect and grow market share beyond organic growth, and a warning to keep an eye on your competitor's share of voice to be ahead of the eventual curve.
Be interesting to hear Mark's view on how both Sainsburys and now Tesco's aggressively advertise Lidl and/or Alid in their stores with their price comparisons. Is this seen as a good marketing strategy or is it simply drawing more attention on how much cheaper these two German competitors are?
Thanks, these are great vids - but would be even more helpful if Marketing Week would transcribe into PDFs, PowerPoints that I can print out/write on, etc.. Unless they're on the MW site somewhere and I've missed them?
what about screenshots?
Really great video for my university assessment.
Thanks for a great case study and being able to demonstrate effective investment. Incumbency is such a dominant factor in any market but it doesn't mean the game is over for new entrants.
one interesting note: you have to have excess and superior creative ads. excess doesn't work if your proposition: brand/product/ad is not superior in any way than competitors. I've seen small brands investing excess with poor proposition and going to decline very quickly. So creative superiority in Lidl case was a critical factor.
This is a great example of the need to invest in creative advertising to protect and grow market share beyond organic growth, and a warning to keep an eye on your competitor's share of voice to be ahead of the eventual curve.
So glad Lidl managed to rise up & conquer the Goliaths 🥳
Thanks for this interesting video.
This is so brilliant.