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More Cost Hollow Fading Premium


promises star positioning
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Same Cost Taking the Parity Value


piss player leader
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offering driver breaker
Supermarkets

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Waitrose
promises star
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Tesco Sainsbury’s
piss
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Less Cost Aldi? Asda Aldi?


UK Retailers – current success stories

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Burberry
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Same Cost Taking the Parity


John Lewis
piss player
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Less Cost Poundland H&M Amazon


Mobile networks

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Vodafone
promises positioning
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Same Cost Taking the


O2 EE
piss
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Less Cost Tesco 3 Giff Gaff


Airlines

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promises star Economy
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BA ?
piss
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Less Cost Ryan Air Easy Jet Avios


Automotive

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Honda Audi
promises
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Same Cost Taking the


Ford VW
piss
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Less Cost Kia Seat Hyundai


Automotive

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Less for more Same for more More for more

More Cost Hollow


Honda Audi
promises
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Same Cost Taking the


Ford VW
piss
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Less Cost Kia Seat Hyundai

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