Smarter Pricing: How to capture more value in your market

New threat – deep discount

Brand leaders expect challenger brands to compete at a price somewhere below their own – it is a conventional strategy. For all the reasons, the challenger is obliged to come in a little below the leading brand. But today, deep discounters and disruptive innovators are opening up price chasms:

       Aldi           Dell              Easyjet                 IKEA                    Kwik-save                       Lidl                          Matalan                             Netto                                Primark                                   Ryanair                                      Superdrug                                         TK Maxx                                            Wilkinsons

The value ...