Marketing Communication Stratergy of Tesco
Brand heritage
Tesco is the largest and most popular supermarket chain in Britain today. They have also branched out into many areas other than groceries as they strive to satisfy their customer's needs in every which way possible. This need to keep their customers happy is of core importance to their brand.
Tesco was founded in 1924 and adopted the strategy of pile it high, sell it cheap'; although today's strategy is much more sophisticated than this it does still hold some similarities. They strive to be the best value company in all of the market segments they enter. Over the years Tesco has used a complex marketing strategy in order to successfully communicate this message to their audience.
The Tesco brand is associated with the slogan Every Little helps' it has been used for many years now as a marketing tool to communicate to customers what the company stands for. The slogan has penetrated into the minds of the customers through many forms of promotion; the most obvious being their point of sale communication (POS). It can be seen from the moment you reach the car park to the bags you hold as you leave. However, it is not enough to come up with a catchy slogan; it has to be seen to mean something or customers will loose faith.
Over the years Tesco has been responsible for several small revolutions in retailing which have help make it the company it is today. An article by Corporate Watch (2004) states that in 1993 Tesco introduced some of the first own-label goods. The value' range captured the mood of the nation after years of recession and also gave meaning to the slogan every little helps'.
The most important revolution was the introduction of the Tesco Clubcard in 1995. This sophisticated tool has enabled Tesco to learn important information about its customers which in turn has been used to improve Tesco's marketing strategy. It has helped implement many successful marketing communication campaigns due to heightened awareness of
Tesco is the largest and most popular supermarket chain in Britain today. They have also branched out into many areas other than groceries as they strive to satisfy their customer's needs in every which way possible. This need to keep their customers happy is of core importance to their brand.
Tesco was founded in 1924 and adopted the strategy of pile it high, sell it cheap'; although today's strategy is much more sophisticated than this it does still hold some similarities. They strive to be the best value company in all of the market segments they enter. Over the years Tesco has used a complex marketing strategy in order to successfully communicate this message to their audience.
The Tesco brand is associated with the slogan Every Little helps' it has been used for many years now as a marketing tool to communicate to customers what the company stands for. The slogan has penetrated into the minds of the customers through many forms of promotion; the most obvious being their point of sale communication (POS). It can be seen from the moment you reach the car park to the bags you hold as you leave. However, it is not enough to come up with a catchy slogan; it has to be seen to mean something or customers will loose faith.
Over the years Tesco has been responsible for several small revolutions in retailing which have help make it the company it is today. An article by Corporate Watch (2004) states that in 1993 Tesco introduced some of the first own-label goods. The value' range captured the mood of the nation after years of recession and also gave meaning to the slogan every little helps'.
The most important revolution was the introduction of the Tesco Clubcard in 1995. This sophisticated tool has enabled Tesco to learn important information about its customers which in turn has been used to improve Tesco's marketing strategy. It has helped implement many successful marketing communication campaigns due to heightened awareness of