date:Jun 29, 2012
relevance to other food suppliers.
First of all, it is an illustrative case study of marketers using a compositional point-of-difference as a marketing tool against the rival supermarket homebrands.
Secondly, it illustrates that the marketing focus for the suppliers has switched to a claim of quality over quantity with emphasis on the quality being authenticity.
Thirdly, it points a finger at the rival in the homebrand product as a mass-production commodity, despite the product category (mil