Internet Activities 9.2 Never Knowingly Undersold

Price and Customer Value Decisions

Chapter Reference

Chapter 9: Price and Customer Value Decisions


This activity introduces students to how John Lewis bring the ‘Never Knowingly Undersold’ promise to life in their advertising.

Activity Description

Visit the John Lewis website and their advertisement on YouTube and consider the following questions:

•         What is the ‘Never Knowingly Undersold’ policy of John Lewis?

•         How is this policy integrated and reflected in the advert?

•         Is the advert effective, in your view? In other words, are you convinced that you will get quality products with reasonable price when purchasing from John Lewis?


John Lewis:

John Lewis - Never Knowingly Undersold advert: