Waitrose's CEO M
ark Price gave the delegates at the Consumer Goods Forum an insight into why Waitrose is so successful in the ultra-competitive UK market yesterday.
In Price's presentation, he gave some startling statistics of the British airline industry: how the big traditional airlines had been decimated by the entry of the no-frills airline discounters Ryanair and EasyJet.
He went on to show how Waitrose is working to ensure its premium position in the UK market. The introduction of their 'essentials' range - now 5,000-strong - the upgrading of their stores, the development of smaller convenience stores under the Little Waitrose label as well as the use of celebrities such as Delia Smith and Hesthen Blumenthal represent just a few of their range of marketing strategies.
The introduction of My Waitrose, and the export of their brand products around the world, are other key elements in the Waitrose marketing mix. When he talks of the Waitrose customer, his colleagues, who are referred to as partners, all show the thinking of this highly-reputed, opera-loving CEO. Price explained the rationale behind their "random acts of kindness", and he told the delegates he "wants to win beautifully, not ugly".
Certainly judging by the delegates ESM spoke to after his presentation, it would seem the Waitrose ethos is much-admired by his suppliers and competitors. In the next issue of ESM, we will carry an exclusive report on the full Waitrose presentation.
ark Price gave the delegates at the Consumer Goods Forum an insight into why Waitrose is so successful in the ultra-competitive UK market yesterday.In Price's presentation, he gave some startling statistics of the British airline industry: how the big traditional airlines had been decimated by the entry of the no-frills airline discounters Ryanair and EasyJet.
He went on to show how Waitrose is working to ensure its premium position in the UK market. The introduction of their 'essentials' range - now 5,000-strong - the upgrading of their stores, the development of smaller convenience stores under the Little Waitrose label as well as the use of celebrities such as Delia Smith and Hesthen Blumenthal represent just a few of their range of marketing strategies.
The introduction of My Waitrose, and the export of their brand products around the world, are other key elements in the Waitrose marketing mix. When he talks of the Waitrose customer, his colleagues, who are referred to as partners, all show the thinking of this highly-reputed, opera-loving CEO. Price explained the rationale behind their "random acts of kindness", and he told the delegates he "wants to win beautifully, not ugly".
Certainly judging by the delegates ESM spoke to after his presentation, it would seem the Waitrose ethos is much-admired by his suppliers and competitors. In the next issue of ESM, we will carry an exclusive report on the full Waitrose presentation.
