Magazine article Marketing

Tesco's New Aggression: Tesco Appoints First Main Board Marketer

Magazine article Marketing

Tesco's New Aggression: Tesco Appoints First Main Board Marketer

Article excerpt

In the same week Tesco has made its first ever board level marketing appointment, and warns that many food manufacturers face extinction - and deserve it.

Tesco has signalled a new aggressive approach to its business and an added emphasis on marketing with its first appointment of a board level marketing director.

In what Tesco says is a commitment to a new "more dynamic" way of operating, former commercial director Terry Leahy becomes a board-level marketing director, with ex-trading director for fresh foods David Robey becoming corporate marketing director (a non-board post).

"We've taken up a long-term strategy to re-examine our business in the light of three years of considerable investment and development," says a senior Tesco source.

The creation of the new marketing post reflects Tesco's emergence as a major brand in its own right. Recently it has invested |pounds~2.6bn in new stores, |pounds~100m on distribution, |pounds~200m on computers. It spent over |pounds~26m on advertising in 1991 -- a large proportion on the campaign featuring Dudley Moore -- and has led Marketing's annual Top 500 Brands survey for the past two years. …

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