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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
TESCO Standard
TESCO Premium
(Black & Gold)
Methodology used
Marketing strategy developed based
on:
Combination of qualitative and quantitative
research
Analysis of competition
SWOT analysis
Market segmentation
Differentiated targeting
Quantitative
research
Qualitative
research
The same stores
Focus groups
Instore; questioners
TESCO customers
Discussion format
90-120 minutes
Attributes of individual
Brands and their image,
communication, range
suitable for TESCO Premium
Analysis of competition
Price Level
TESCO
lower
medium
higher
TESCO Vhodn
nkup
TESCO
TESCO Premium
AHOLD
Makro
Billa
Delvita
Jednota
Koruna
Albert, Hypernova
ARO
Clever
Levn
Jednota
Julius
Meinl
Interspar
Mince
Julius Meinl
Spar
(Slovensko)
Weaknesses
Opportunities
Threats
Weaknesses
Positive image
Customers see this brand as higher quality
Opportunities
Threats
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
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
Price
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
Communication in Flyer Extra A3 flyer (both
sides) , explaining main message of TESCO Premium
brand :
Extra quality productCost 2 000 000 Kc
Posters in store luxury image
Tastings of products (initially for 3 weeks)
Cost 60 000 Kc/store
Regular announcements in-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)
All customers will have their range in
TESCO.