TESCO(乐购市场营销战略)英文

Methodology used
Marketing strategy developed based on:
Combination of qualitative and quantitative research Analysis of competition SWOT analysis Market segmentation Differentiated targeting
Propose a marketing strategy for own brands development
Current TESCO own brands development TESCO Premium Brand implementation strategy
TESCO own brands overview
Design can be associated with poor quality
Some low quality products are decreasing image of the brand
百度文库
Opportunities
Threats
Remove products most criticized from the range (or improve their quality)
Product Positioning
Differentiated targeting – special products for demanding customers It is key to create an IMAGE of the Brand All products under this brand will be products exclusively for TESCO
Own Brand
Marketing Strategy
Zuzana Hradcova
Project Objectives
Find out If and How are TESCO own brands seen by our customers
Knowledge of TESCO own brands Understanding of TESCO own brands Luxury range acceptance Communication channels Expected range
medium
TESCO Albert, Hypernova
Clever
Julius Meinl Spar
higher
TESCO Premium
SWOT analysis – TESCO Value
Strength
Weaknesses
One of the best known own brands in the CR/SR Customers know what to expect (value for money ratio) Regularly purchased Good design – easy to find
Explain customers why TESCO is offering more own brands – explain difference Offer different pack sizes Remove low quality products Include missing products
Higher Will not be discounted
Place/Distribution
Promotion
UK source Local suppliers – to be developed Slowly included into range – than promotion First phase – stores in Prague , Brno Second phase – all stores
Special fixtures In-store POS Premium positions in fixture Extra flyers Tastings In-store announcements
Marketing Activities
Implementation scheduled for period before Christmas, Easter
TESCO Value
Value for money - Cheapest product in the range
TESCO Standard
Standard product – brand quality for less money
TESCO Premium (Black & Gold)
Premium range – extra quality product, specially selected
Threats
The brand can take customers of TESCO Vyhodny nakup
Current Brands Development Strategy
Better propagation of TESCO Standard brand
• Tastings, Flyers
Communication in Flyer – Extra A3 flyer (both sides) , explaining main message of TESCO Premium brand :
‘Extra quality product’
Posters in store – luxury image
Offer different product sizes
Low or unstable quality products can prevent customer to buy TESCO Vyhodny nakup products
Change of design can confuse current clearly defined and understood image of the brand
Quantitative research
3 HMs + 2 DSs (CR) & 3 HMs +1 DS (SR)
In–store; questioners
20 minutes, 100 questioners/store
Knowledge of Own Brands, communication channels, luxury range acceptance
All customers will have their range in TESCO….
Qualitative research
The same stores Focus groups TESCO customers Discussion format 90-120 minutes Attributes of individual Brands and their image, communication, range suitable for TESCO Premium
SWOT analysis – TESCO Standard
Strength
Positive image Customers see this brand as higher quality
Weaknesses
Very low knowledge of the brand Logo is not transparent enough Many customers do not understand why is TESCO offering second brand
Analysis of competition
Price Level TESCO
AHOLD Makro Billa Delvita Jednota
(Slovensko)
Julius Meinl Interspar
lower
TESCO Výhodnýnákup Koruna
ARO
Levně Jednota Mince
TESCO Premium
Market Segment
Higher income Lives in the city or close to city Takes care about his/her lifestyle Buys only the best, deserves only best……
TESCO Premium Brand Marketing Mix
Product
Luxury, highest quality products Black & Gold design Gifts, Food specialties for Launch Range for babies
Price
Cost 2 000 000 Kc
Tastings of products (initially for 3 weeks)
Regular announcements in-store
Cost 60 000 Kc/store
Benefits Expected
Turnover will increase Share of own brand products will increase TESCO Brand will have better image TESCO market position will improve (against competition)
Opportunities
Improve communication of the brand Very high knowledge of TESCO Chips can be used to introduce the brand Tasting, testers Different size of products