Tesco Launches Baby Brand
Tesco Launches Baby Brand
Tesco has launched its baby and toddler products on January 14th, 2013, in order to grow its share of the competitive baby market as part of its effort to improve the performance of its non-food business. The Baby and Toddler Club has been relaunched in stores across UK as the new Tesco Loves Baby Club. It features new and rebranded products for children at every age and stage, including such essentials as nappies, wipes, toiletries, and feeding and weaning accessories.
Alongside the brand launch, Tesco has also redesigned its Baby Club website, providing advice and information for parents and parents to be. The supermarket also provides a chance to communicate with the mothers. A market research panel called Mum’s Choice was established to test the new products. Mums will be able to provide feedback to help developing new products.
A research problem is information-oriented and it restates decision problems in research terms. From my perspective, the main research problem of the launching of the Tesco Loves Baby Club is evaluating the potential needs and market of baby products. Market researchers can find out the percentage of different age group to determine the potential target market. The age group of 25 to 35 years old is more likely to buy baby products. These late Generation X and early Generation Y have better financial and physical conditions to give birth to a baby. Thus, if this age group has a higher percentage of population, the Tesco Loves Baby Club has a better potential target market.
A decision problem is action-oriented and it describes the manager’s view of the situation. In my opinion, the potential decision problem of this marketing research is to determine whether the launching of baby products will help Tesco to grow its share of baby market and improve its performance at the non-food business. This decision problem is strategy-oriented because it is common with planned changes in the marketing environment.
Tesco has launched its baby and toddler products on January 14th, 2013, in order to grow its share of the competitive baby market as part of its effort to improve the performance of its non-food business. The Baby and Toddler Club has been relaunched in stores across UK as the new Tesco Loves Baby Club. It features new and rebranded products for children at every age and stage, including such essentials as nappies, wipes, toiletries, and feeding and weaning accessories.
Alongside the brand launch, Tesco has also redesigned its Baby Club website, providing advice and information for parents and parents to be. The supermarket also provides a chance to communicate with the mothers. A market research panel called Mum’s Choice was established to test the new products. Mums will be able to provide feedback to help developing new products.
A research problem is information-oriented and it restates decision problems in research terms. From my perspective, the main research problem of the launching of the Tesco Loves Baby Club is evaluating the potential needs and market of baby products. Market researchers can find out the percentage of different age group to determine the potential target market. The age group of 25 to 35 years old is more likely to buy baby products. These late Generation X and early Generation Y have better financial and physical conditions to give birth to a baby. Thus, if this age group has a higher percentage of population, the Tesco Loves Baby Club has a better potential target market.
A decision problem is action-oriented and it describes the manager’s view of the situation. In my opinion, the potential decision problem of this marketing research is to determine whether the launching of baby products will help Tesco to grow its share of baby market and improve its performance at the non-food business. This decision problem is strategy-oriented because it is common with planned changes in the marketing environment.