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What is your marketing strategy?

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Introduction

MARKETING Who buys your products? We want everyone to buy our products! A Tesco store aims to attract all members of the community that it is set in. What is your marketing strategy? Since the early 1990s Tesco marketing strategy has been to become the best in terms of price, quality and service. Objectives are set, and ways found of meeting them, in all aspects of our operation. These include: Customer Service Objective: provide customers with outstanding, naturally delivered personal service Examples: Customer Assistants, No Quibble Money Back Guarantee, "One in Front" queuing policy and Baby Changing Facilities Pricing Objective: to be competitive even on the basics Examples: Value Lines and consistently low prices on key brands and own-brand products Product ...read more.

Middle

is expected from Tesco Example: existing stores improved to include recent innovations Communications Objective: advertising should appeal to all customers in a relevant and friendly way Example: recent TV ads How do you promote products? The retail grocery business is extremely competitive in the UK. Tesco marketing (and therefore advertising) must make the company seem different and distinctive from its competitors by giving customers something more. Tesco is building on its traditional strengths of value and quality by focusing on customer service under the message 'Every Little Helps'. The company is also reminding the public that it is still committed to giving value for money. ...read more.

Conclusion

It is estimated that each week that Tesco run a TV campaign its advertisements have 34 million impacts (the total number of times individual viewers see the advertisements) on the crucial 22 million strong "housewife" audience. Over the year we got 924 million impacts on housewives and 1,974 million impacts against all adults. In addition there are local media campaigns and in 1997 there were about 35 for store openings and a further 40 for store refits or expansions. How do you maintain customer loyalty? Customer loyalty is maintained by continuing to be unbeatable on price, value and customer service. We also have our customer loyalty card, the Tesco Clubcard. Our Clubcard scheme has some 10 million active members. Who is your advertising agency? Our advertising agency is Lowe Howard-Spink. ...read more.

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