Background:

Mums want:

‐ shopping to be easier & more pleasurable

‐ absolute transparency

‐ strategies & shortcuts

‐ to save time & money

Insight:

Back to School also means ‘Back to Normal, and this means mum is looking for ways to prepare lunch boxes again.

Action:

Mulitple promotions

Right price point

Marketed to mum to tell her about it

Result:

Growth ahead of the market

Ref:

Baldwin, S. (2012). How ASDA uses customer insight to drive range decisions. Category Management & Shopper Marketing. London: IGD.

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