Magazine article Marketing

Marketing Society Awards for Excellence 2005: Grand Prix

Magazine article Marketing

Marketing Society Awards for Excellence 2005: Grand Prix

Article excerpt

WINNER Client: Tesco Agency: Lowe London 

Tesco has, without doubt, been the retail success story of the past decade, and its success owes a great deal to its decision 10 years ago to ditch its 'pile it high, sell it cheap' philosophy in favour of a strategy that put consumers at the heart of its business.

In the early 90s the supermarket was stuck in the middle ground between rivals Sainsbury's and Asda - between quality and value.

It has since outperformed the market consistently and expanded into telecoms, financial services, non-food and international markets. And it has done it all under the 'Every little helps' banner.

Introduced in 1995, the initiative is measured against whether it is helpful to customers and whether it makes shopping easier.

This major change in organisational behaviour was built on the ethos that Tesco could deliver on the customer's desire not to have to choose between price and quality.

The use of Tesco's customer insight unit in implementing the strategy particularly impressed the judges, with business decisions informed by an ongoing dialogue with the consumer at local and national level. …

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