Breakfast Briefing: Asda invests £500m into price cuts, Asahi prepares Peroni and Grolsch bid

Welcome to Marketing's morning briefing, a daily shot of news and a recap of the best longer reads and videos.

Asda: forecasts an 'intense year'
Asda: forecasts an 'intense year'

Asda predicts ‘intense year’ as it invests £500m into price cuts

Asda has forecast another year of "intense pressure" and has promised to plough £500m into the supermarket price war, a "radical action" that CEO Andy Clarke hopes will "win back our customers".

The announcement comes as the UK’s remaining Big Four supermarkets – Tesco, Sainsbury’s and Morrison’s – are to publish their Christmas trading figures. Walmart-owned Asda will not publish its Christmas sales until posting its results in February.

The £500m in price cuts is in addition to the £1bn investment in lower pricing announced in 2013. It will be rolled out over a five-year period.

Source: BBC

Asahi prepares for £2.4bn Grolsch and Peroni bid

Japanese brewer Asahi is planning a £2.4bn bid for beer brands Grolsch and Peroni, which are being divested by AB InBev as part of its acquisition of the UK’s SAB Miller.

According to a report in Japanese newspaper Yomiuri Shimbu, Asahi Group Holdings is expected to make an offer for the Dutch and Italian lager labels in the order of Yen400bn.

Asahi is eager to establish a stronger foothold in Europe, where its presence is weak, the report said. If the company succeeds, the deal would become the largest-ever for a Japanese brewer to make outside Japan.

Source: Yomiuri Shimbu

In case you missed it...two longer reads

Entering the post-everything era

The digital revolution is over. We are now fully ensconced in a tech-led world and 2016 signals a post-revolutionary transition. Rebecca Coleman identifies the trends that are set to define the post-everything era.

Adwatch of the Year: Find out the public's favourite and most memorable ads of 2015

Was it Mog, cat, budgie or meerkats who won consumers over this year? Or was it the man on the moon who achieved the most cut-through? Find out consumers' most recalled ad of the year.

If you watch one video today...

Rather than a video, this week we're pointing you towards our new podcast. Listen to the fourth episode below and find out more here.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).