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26 Sainsbury's


Company: J Sainsbury plc

Brand value: US$2,658 million

Headquarter city: London

Change since 2017: -1%

Industry: Retail

Year formed: 1869

Sainsbury’s, the oldest of the “Big four” UK supermarkets, now has about 600 Sainsbury’s supermarkets and 800 convenience stores. Sainsbury’s says it has 16 percent market share with more than 22 million shoppers visiting its stores every week. Quality, low-priced groceries are the bulk of Sainsbury’s business, but it also sells homeware and financial services, and is investing in new brand positioning for its clothing line, TU. The “Be You” TV campaign launched in late 2017 works to establish TU as a credible British fashion brand, and featured ordinary people rather than fashion models. The move was another step away from its traditional focus on celebrity ambassadors, who have previously included chef Jamie Oliver, in its advertising. Sainsbury’s is famous for its annual Christmas TV ad; its 2017 ad, “Every bit of Christmas”, also portrayed real people – including Sainsbury’s employees. The business has been hit by rising costs and competition from discount supermarkets, posting relatively slow growth – just 0.6 percent in Q3 2017 year-on-year. The brand is now working with sister retailer Argos to provide customers with more convenient ways to shop. There are now hundreds of Sainsbury’s stores offering access to Argos products, with 112 Argos stores opened in Sainsbury’s stores in 2017. Sainsbury’s is also revamping its Nectar loyalty scheme, in a trial that rewards customers based on how frequently they shop and how long they’ve been shopping with the company.