Magazine article Marketing

Sun's Relationship with Supermarket Is Test of Integrity

Magazine article Marketing

Sun's Relationship with Supermarket Is Test of Integrity

Article excerpt

Few marketing alliances ever end up being plastered across the front page of The Sun as the day's top news. But last week, the UK's biggest tabloid daily paper used banner headlines to announce its tie-up with the country's biggest supermarket chain, Tesco.

"Loads Of Lolly Off Shopping Trolly"declared the paper. It then went on to say that the "biggest promotion in shopping history" was good news for readers who could now pick up their copies of The Sun and News of the World at their local Tesco, while building up those lovely Tesco Clubcard points at the same time. It's certainly a win-win deal for Sun readers who have a Tesco near their home. All they have to do is pick up five copies of The Sun in a week to receive 25 Clubcard points. If on the Sunday they also buy the News of the World, they will get an additional 25 points. Usually shoppers have to spend about [pound]1 for every point. It's also easy to see the relative marketing attractions for the newspapers and the retailer. Tosco gets the considerable marketing clout of The Sun and News of the World on its side, at a time when supermarkets are getting a rough ride from the national press.

News International, mean while, hopes its deal will help it build readership loyalty among supermarket shoppers, particularly women.

The Sun, fighting a fierce battle against a revitalised Mirror, no doubt hopes it will help bolster its declining circulation. The Sun and its owner Rupert Murdoch, although still well ahead of The Mirror, will be unhappy about a decline in sales. …

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