In order to compete with the increasing competition in the UK Grocery sector, Sainsbury’s has launched new campaign across TV, print and in-stores about its new pricing strategy which like Asda focusses on EDLP ( Every Day Low Pricing).

  • As per Sainsbury’s Brand Match strategy, lower base prices will be implemented across the food products, matching ASDA’s promotional and non-promotional prices, effective 2 October 2014. It will also no longer match Tesco
  • Additionally, Sainsbury’s will also remove confusing price mechanics like fractions,  percentages, round pound pricing and set out clearer and simpler shelf edge labels and point of sale.