Originally Posted by
FrancisA
Waitrose didn't get it right on day one with "Essentials", or the free offers with their "My Waitrose" card. Both have evolved. They have also since launched the Waitrose One range to epitomise their premium quality own-brand items.
You can see BA in the same context. Get the service right and you are on to a winner.
I see what you're getting at. I would be delighted with a BA Essentials-like package.
But they are going more for Aldi own brand.
The thing with Waitrose (as I was gently mocking it there) is that their Essentials range is still seen as a very high quality product which actually fails to be a low-cost style product because it remains too posh. I suspect if this was not originally deliberate, it is certainly stirred up by their marketing team.
Now if BA could nail the "we actually fail to be nasty and low cost because we naturally offer such a high quality product", good for them.
But somehow, I think it is more likely we will see the opposite happen, in that the low-cost-nastiness will corrupt the higher end of the brand. Particularly, as just at Waitrose, the typical shopper will buy a mixture of low end and high end products, and you don't want the high-end brand compromised by a particularly bad low-end product.