Tesco Marketing Exercise.

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TESCO MARKETING EXERCISE

TESCO is one of the biggest supermarket chains in the U.K. We analyzed this business and went into a TESCO superstore, where we observed a lot of things to fulfill our marketing exercise.

First we picked up two products and noted down the variations of brands and products available. We decided to look at chocolate bars and soft drinks. All in all there was a big variety of products.

Here are the kinds of chocolate bars we found: Mars, Milky Way, Twix, Flake, Twirl, Kit Kat, Dream, Snickers, Chunky, Aero, Toffee Crisp, Snickers Cruncher, Snow Flake, Galaxy ripple, Bounty, Caramel, Deckers, Kinder Bueno, Chrunchie. We noticed that the brands that dominate this area are Cadbury's and Nestle, owned by Masterfoods, in which these products were also more expensive than the others. The price ranges went from 0.88(not a Nestle or Cadbury's product) to 3 pounds. But the chocolate bars weren't separated into different categories depending on the brand or the price. Most of the bars that were offered were in wrappers, that means you couldn't buy a separate and individual chocolate bar, without paying a lot of money for a packet. So if you want to buy such a chocolate bar you are forced to get the whole packet.

This point also applies to the soft drinks. But here the price ranges were a little bit different. The lowest price we could found was 1.28 pounds, the highest 6,29. Also in this area it depended on the brand what price you have to pay. For the drinks of the most established and dominating ones, Coca Cola Company and Pepsi, TESCO demanded the highest amount of money. But there were also plenty of other brands we could found. Here is a list of the brands or kinds of soft drinks that were offered: Coca Cola, Coca Cola Diet, Coca Cola Diet Caffeine Free, Coca Cola Classic Bottle, Pepsi, Diet Pepsi, Fanta, Diet Fanta, Fanta Lemon, Fanta Fruit Twist, Lilt, Lilt Light, Tango Orange, Diet Tango Orange, 7up, Tesco Lemonade, Tesco Lemonade Shandy, Tesco Cherry, Tesco Diet Cola, Tesco Cola, Pops, T & T, Dr. Pepper, Diet Doctor Pepper, Sprite, Sprite light, Irn Bru, Tango Tropical, Tango Apple, Diet Tango Orange, Tango Pineapple & Grapefruit, Diet Tango and Grapefruit, Tango lemon & lime, Diet Tango Lemon & Lime.

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Most of the drinks were offered in tins, only a few in bottles. It was very noticeable, that almost every drink or brand tried to expand their items through segmentation (Diet, Light, Classic, different flavors), so that they can reach a big range of consumers. This is a very important point we couldn't recognize at the chocolate bar area. There the brands tried to cover the individuality only with different flavors and kind of bars. Perhaps you can see that on the list of soft drinks also the name TESCO is very dominating. TESCO offers a cheap substitute for the ...

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