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In response to GRO54328 comments:

As part of my job I make a habit of monitoring supermarkets prices and on a number of occasions I've seen Waitrose 'price match' Tesco, however what they fail to say is that in order to match Tesco, they have in fact raised their price.

Case and point: The price match promotions are a very easy way to say to your competitors "You move your price up and we'll follow".

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