DVDs and DIY products for a limited period of time at vastly reduced prices. The effects of this marketing strategy have been well documented. Company pre-tax prots rose 65.2% to 260.9m for the year to 31 December 2013. Group turnover rose 35.7% to 5.27bn over the same period. Its market share grew from 3.1% to 4% in 2013 and is now 4.8% after a continued strong performance in 2014. "We keep prices constantly low while keeping product quality consistently high, which is exactly what shoppers want," said Heinrich Van Meyer, Express Value's UK group managing director. "They had become used to thinking you have to pay more for better products. We've shown them this doesn't have to be the case." The result has been quite dramatic with Tesco and ASDA announcing prot warnings and a fall in their market share. Smaller retailers and convenience stores have signicantly suffered as a result of Express Value's low cost, low price strategy. Analysts however feel that although growth is strong, their market share is signicantly behind those of the other larger chains with Tesco on 28.7% and ASDA on 18.6%. In order to continue these growth gures long term, many believe that Express Value will need to develop other avenues of competitive advantage in order to continue growth. Express Value has a policy of not advertising, apart from a weekly newsletter of special prices called "Express informs" that is distributed in stores and by direct mail, and often printed in local newspapers. It claims this is a cost saving that can be passed on to consumers. Express Value has never used an external advertising agency and its use of above the line promotions is far behind those of its rivals. Although prots continue to rise, the lack of variety in their stores mean customers can only complete partial amounts of their weekly shop at Express Value and multiple trips to include that of the more recognised supermarkets is required