A Comparative Study on the Promotion and Advertising Used by Tesco and Carrefour Hypermarkets in Malaysia

ABSTRACT This study was set out to compare the promotion and advertising strategies used by Tesco and Carrefour hypermarkets in Malaysia. Various selection of relevant literature was sought to establish a solid framework. Through a survey which covered a sample population of 30 respondents, the study was able to determine that Tesco seems to be more popular compared to Carrefour. It highlighted that effective advertising and promotion strategies have contributed to the hypermarket’s popularity. The study significantly indicates the advertising and promotion strategies that both hypermarkets practice and describe how they manage to be more attractive and how they analyze they companies’ weaknesses and strengths. This study also discusses the use of marketing strategies to enhance the productivity in order to be efficient. Many retail outlets have been growing since the early 1980s due to the change of era. Foreign-owned hypermarkets are fast gaining their popularity in Malaysia as they come with a different concept from the other retail outlets which exists today. Hypermarket is a concept of supermarket and department store together under one-roof. But different retailers have different marketing strategies to attract customers. Therefore, the most interesting examples of leading hypermarkets in Malaysia are Tesco and Carrefour. Tesco is an international hypermarket from the United Kingdom. With a huge growth of profit, Tesco then decided to look into the expansion of its international market to maintain its position. Then Malaysia was selected as the next market of entry and the first Tesco Hypermarket in Malaysia was opened in Puchong in May 2002 and followed with the second Tesco which opened in October in Malacca.. Tesco carries a total of 86,000 lines of products including more than 1,300 Tesco branded items. Another leading hypermarket is Carrefour and it is the number one retailer in Europe and the second-largest retailer in the world. Carrefour opened

References: Internet: www.tesco.com.my www.carrefour.com.my Books: Cannon, T & Willis, M 1986, How to buy and sell overseas, Hutchinson Business, London. Journal: Scalera, C 2008, ‘Big prize scratch 2 win promotion help newspapers boost newsstand sales web traffic’, Journal of advertising research, pp.34, 11th June. Ramde, D 2008, ‘Companies hope gas promotion fuel new business’, Journal of advertising research, 9th June. APPENDIX Questionnaire I’m currently doing a research report on the promotion and advertising used by hypermarkets in Malaysia. I would appreciate it if you could spend 5 to 10 minutes of your time to answer through this questionnaire. It will help me to get more understanding about your shopping experience. PART A: DEMOGRAPHIC DETAIL Your Gender Male Female Age 19 - 25 years old Above 25 years old Race Chinese Malay Indian Others (Please specify) …………………………………………….. Occupation Employed Unemployed Student Others (Please specify) …………………………………………….. PART B: DESCRIPTION TOWARD HYPRERMARKET Which hypermarket do you prefer? Tesco Carrefour Others (Please specify) …………………………………………….. How often do you go to your preferred hypermarket? Once a week Twice a week Once a month Others (Please specify) …………………………………………….. What are some reasons you go to your preferred hypermarket? Lowest prices Close to home Convenient location Close to favorite shopping area Others (Please specify) …………………………………………….. How many years have you been shopping at your preferred hypermarket? Less than 5 years More than 5 years Between Tesco and Carrefour, which promotion and advertising strategies attracts you most? Tesco Carrefour About how many minutes does it take you from your house to your preferred hypermarket? Less than 10 minutes 10 - 20 minutes More than 20 minutes How much do you spend on every visit to your preferred hypermarket? Less than RM50 RM50-RM100 More than RM100 Are you a member of the loyalty program (e.g: Tesco Clubcard/ RealReward) of your preferred hypermarket? Yes No Do you think hypermarkets in Malaysia are becoming more popular than ever? If yes, why? (State your reason in not more than 15 words) If no, why? (State your reason in not more than 15 words) PART C: PROMOTION CONCEPT What makes you attracted to your preferred hypermarket? Promotion Advertising Quality of product Others (Please specify) …………………………………………….. What do think about the pricing in your preferred hypermarket? Average Reasonable Cheaper than other hypermarket Expensive than other hypermarket Others (Please specify) …………………………………………….. What is the most important factor in choosing your preferred hypermarket? Value for money Shopping convenience Broad selection of products Others (Please specify) …………………………………………….. As a customer, are you happy with the price in your preferred hypermarket? Yes (Please proceed to Question 19) No (Please proceed to Question 18) Please state your reason for your response in Question 17. (State your reason in not more than 15 words) PART D: ADVERTISING CONCEPT How do you know about your preferred hypermarket? Friends Pamphlets / Brochures Television advertisement Newspaper advertisement Others (Please specify) …………………………………………….. How often do you see the advertisement about your preferred hypermarket? Once a week Once a months Almost everyday Others (Please specify) …………………………………………….. What do you think of the advertising used by your preferred hypermarket? Poor Good Average Excellent Others (Please specify) …………………………………………….. In what way do you think the advertisement of your preferred hypermarket need to improve? (State your reason in not more than 15 words) Thank you for your time. Have a nice day.