Category Analysis on Tesco’s Big Price Drop

Reviewing Tesco’s Big Price Drop

Following Tesco’s much publicised Big Price Drop Campaign, which went live in stores this morning, Brand View have been watching price movement closely. Through our daily price tracking we have seen 2,911 products decrease in price so far (based on price changes in the last week, data up to 26/9/11).

More Promotions, Shallower Cuts

• Tesco have decreased 3 times as many products this week than in previous weeks.
• In prior weeks we have seen similar numbers of products which have gone up and down in price, but this week nine times as many products have been reduced than increased.
• However, the average price reduction is much lower this week (12%) than previous weeks (22%).
• Trends are consistent across both Branded and Own Label.

Download the full 5 page Brand View Report here.

Producers shocked as the £2 chicken returns

The infamous £2 chicken, which became the emblem of super-cheap supermarket food four years ago, has made a brief return to supermarket shelves, The Grocer Reports.

Last week, Tesco ran a four-day bogof on a £4 medium British chicken, offering one whole chicken for the equivalent of £2. With a weight of 1.3kg to 1.5kg, Tesco’s chicken had a per-kilo price of £1.33 to £1.53; by comparison, the standard shelf price of a medium chicken in the big four typically is about £3.10 per kilo as tracked by BrandView.co.uk.

The retailers routinely run multibuy deals on whole fresh chicken but producers and suppliers said the bogof marked a new low…

To read more on this article please go to the grocer.co.uk

Tesco’s Jaw-Dropping Price Drop

If you’re up on your retailer news, or UK news for that matter, you’ll have heard that Tesco may have kick-started a price war with its announcement yesterday to launch a Big Price Drop on the Nation’s Shopping List – seeking to slash the prices of 3,000 products throughout its stores this Monday.

In an official statement released yesterday the supermarket giant has revealed it will be cutting prices on the core staple shopping basket items, including milk, bread, fruit and vegetables in a feat to reduce the ongoing impact of “these tough economic times” on families’ incomes.

Key to Tesco’s Big Price Drop is the shift away from promotions in favour of sweeping price reductions. Tesco’s own label products will see the heaviest promotional activity, with many items set to be reduced to less than half the price of branded goods.

Brand View’s Daily Price and Promotions tracking will be hot on the heels of this new onslaught of promotional activity, tracking prices across the key categories for the main grocery retailers. We will be reporting on the salient price movements throughout the week and providing an analysis on promotional mechanic and depth of cut. Make sure you stay posted for the latest updates via this blog.

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The Grocer 33: This week’s price analysis

This week’s Grocer 33 report has now been released. Find out which of the five leading grocery retailers – Asda, Morrisons, Sainsbury’s, Tesco and Waitrose –  have come out on top for price, service and availability at www.thegrocer.co.uk.

The Grocer 33 is a weekly mystery shopping survey, compiled by data powered from Brandview.co.uk.

Collier’s turns Celtic with Mature Cheddar launch

Fayrefield Foods has extended its overarching Collier’s brand beyond Collier’s Powerful Welsh Cheddar for the first time, by quietly launching a new variant, Collier’s Mature Celtic Cheddar, The Grocer has reported.

Collier’s Powerful Welsh Cheddar became the victim of a branded Cheddar category range-review in March this year when it was delisted by Sainsbury’s. But the company launched a new Collier’s Mature Celtic Cheddar into Asda stores in both a 380g block and a 400g grated pack last month, it has emerged.

The Celtic block was originally priced at £3 when it launched in Asda, but the base price was reduced to £2.50 on 4 September. Data tracked by BrandView.co.uk shows that the grated variant went on sale at £3 and remains at that price. Mature Celtic Cheddar is currently sold only in Asda stores.

The extension of the Collier’s brand is the latest in a string of new products entering the competitive branded Cheddar category as the country’s biggest cheese producers vie for a greater share of the retail fixture by expanding their portfolios …

To read more on this article please go to the grocer.co.uk