Tesco: Britain’s largest supermarket, a retailer that has existed for over 100 years, a business with over 7000 stores.

Part of the reason why Tesco are so large and successful is their ingenious marketing strategies and promoting themselves in such a way that they have earned a place in many British people’s hearts.

Advertising

Tesco spend £81.15 million a year on advertising in an attempt to remain the largest supermarket in the UK and as a result it’s rare to not see a Tesco advert in any given week watching major British TV channels.

An important recent advert was Tesco’s 100 year’s campaign where they showed how products and stereotypes had changed over time. It was set to a catchy song which would’ve been remembered by people and was a pretty good way of celebrating 100 years.

However, it was slightly controversial as some people thought they were cutting prices to 100 years ago and complained to the ASA – really?! Whoever actually thought that needs to think things through more.

Sales Promotion

When you think of Tesco, one of the first things you associate with them is the Clubcard – one of the most ingenious forms of sales promotion ever.

It was one of the first loyalty cards and gives customers points every time they spend that can ultimately be put towards vouchers for days out or Tesco shopping.

It is incredibly popular with 20 million people holding a Clubcard and means people keep returning to Tesco over their competitors to build up more and more points.

The Clubcard has helped to cement Tesco’s position as Britain’s largest supermarket and has gathered them lots of valuable customer data along the way.

Direct Marketing

With the multitude of customer data at Tesco’s fingertips, using direct marketing was probably a pretty easy decision for their marketing team.

Today, people are emailed offers and even (wonder how much longer this will last) mailed Clubcard coupons in the post along with other special offers.

Additionally, Tesco also have a customer magazine which many people pick up in store full of content that promotes their products (most often the luxury ones).

Public Relations

Tesco only (in my opinion) do Public Relations to a certain extent. They don’t sponsor anything/one, they haven’t done any mad promotional stunts but do align themselves with many charities.

From Cancer Research to local schools, it’s hard to go into a Tesco store without seeing a sign touting their charitable efforts in an attempt to make you feel all lovely about the brand and hopefully do more shopping.

I’d love to know if all this charitable work actually has an impact on sales or if it is just charity for the sake of it (I’m guessing probably not the latter).

What’s your favourite part of Tesco’s promotion?

Do comment your thoughts below.