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UK: Grocery marketing head slams rivals’ price matching guarantees

By  |  November 17, 2013

The head of marketing for grocery chain Asda slammed rivals’ guarantees to match competitors prices as anticompetitive while vowing to maintain the company’s “10 percent cheaper” policy.

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    Asda CMO Stephen Smith spoke at an event late last week to argue against such price matching policies, implemented by major rivals including Sainsbury’s and Tesco, as “anticompetitive,” questioning why the companies would be “proud” to promote the same prices as competitors.

    The remarks were made in London at an event where Smith discussed Asda’s pricing strategies.

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