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Marketing du point
de vente
•

Introduction

•

Historical and place on the market
•
•

•

Historical
The market: Topologu an data

Different ways of ...
•

Founder: Jack Cohen
1956
1924

1929

1948

Appearance
of the brand
Tesco

Opening of
the first store

First service
store

First
supermarket
i...
1992
•Appearance
of the slogan
« every little
helps »
•Opening of
the first Tesco
Metro in
London

1995

1997
•New
CEO, Te...
Distributor based
in the UK, Ireland
and Asia

The 3rd distributor
global

2011: Turnover of
81,5 billion Euros

The 1st d...
•

•

Distribution of revenues:

Implemented in 6 countries in
Europe: more than 800 stores

9
11
UK
Europe

•

Implemente...
472 000 employees:
including 282 000
employees in the UK

16 billion customers are
holders of the loyalty card

5008 store...
Decrease of 0.6% of
turnover

ROCE: 12.9% of
turnover

Sales representing
66% of turnover
(53.77 billion Euros)

Commercia...
Strong
competition

Lack of
employees in
store

Supply not
Too many
sufficiently
hypermarkets
differenciated
Recruitment and training of 8000 new employees (245 million Euros)
Renovation store (245 million Euros)
Continuing “Big pr...
•

Loss of customers at Tesco

•

Increase of sales at Sainsbury’s

•

Asda: “Everyday low price”

•

Tesco: “Big price Dr...
90’s
• 20 commitments towards the
customer

1995
• Club Card
• Analyse customer’s behaviour
•

The catalogue Tesco Rewards

•

Creation of a « low prices »
range, while keeping the Premium
range
•

50% of products ...
177 Tesco
Extra
967 Tesco
Express

448 Tesco
Superstores

174 Tesco
Metro

One Stop

Tesco
Homeplus
•

Create employment

•

Olympic Games

•

Suppliers’ programm
•

Free Wi-Fi

•

LED

•

EAS

•

Employees’ programm
•

In Tokyo

•

With a smartphone, you can collect
the information and order products

•

The result of the shopping is
de...
• Why?

•Way of working

•Database
•

Place on the market

•

Different ways of distribution, in order to extend the offer

•

Various ways of innovation
Strengths

Weaknesses
Opportunities

Threatens
Tesco
Tesco
Tesco
Tesco
Tesco
Tesco
Tesco
Tesco
Tesco
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Transcript of "Tesco"

  1. 1. Marketing du point de vente
  2. 2. • Introduction • Historical and place on the market • • • Historical The market: Topologu an data Different ways of distribution • The stores • Internet • The innovations • Conclusion
  3. 3. • Founder: Jack Cohen
  4. 4. 1956 1924 1929 1948 Appearance of the brand Tesco Opening of the first store First service store First supermarket in London 50’s and 60’s Development throgh acquisitions (more than 800) 1979 Annual sales exceed one billion pound
  5. 5. 1992 •Appearance of the slogan « every little helps » •Opening of the first Tesco Metro in London 1995 1997 •New CEO, Terry Leahy •316% increase in turnover 2000 •Launch of the website Tesco.com 2011 •Philip Clarke succeeded Terry Leahy
  6. 6. Distributor based in the UK, Ireland and Asia The 3rd distributor global 2011: Turnover of 81,5 billion Euros The 1st distributor in UK Activity Distribution of: food and nonfood, phone service
  7. 7. • • Distribution of revenues: Implemented in 6 countries in Europe: more than 800 stores 9 11 UK Europe • Implemented in Asia: more than 1100 stores Asia 80
  8. 8. 472 000 employees: including 282 000 employees in the UK 16 billion customers are holders of the loyalty card 5008 stores: including 2545 in the UK
  9. 9. Decrease of 0.6% of turnover ROCE: 12.9% of turnover Sales representing 66% of turnover (53.77 billion Euros) Commercial margin: 6.1%
  10. 10. Strong competition Lack of employees in store Supply not Too many sufficiently hypermarkets differenciated
  11. 11. Recruitment and training of 8000 new employees (245 million Euros) Renovation store (245 million Euros) Continuing “Big price Drop” Improve supply Reorientation marketing and communication Improve online
  12. 12. • Loss of customers at Tesco • Increase of sales at Sainsbury’s • Asda: “Everyday low price” • Tesco: “Big price Drop” • The gap with competitors as Sainsbury’s has narrowed: • • • 2004: 6% 2011: 2,9% Asda: • • • 360 stores in UK in 2010 385 stores in 2011 More 25 store in 2012
  13. 13. 90’s • 20 commitments towards the customer 1995 • Club Card • Analyse customer’s behaviour
  14. 14. • The catalogue Tesco Rewards • Creation of a « low prices » range, while keeping the Premium range • 50% of products are from distributors
  15. 15. 177 Tesco Extra 967 Tesco Express 448 Tesco Superstores 174 Tesco Metro One Stop Tesco Homeplus
  16. 16. • Create employment • Olympic Games • Suppliers’ programm
  17. 17. • Free Wi-Fi • LED • EAS • Employees’ programm
  18. 18. • In Tokyo • With a smartphone, you can collect the information and order products • The result of the shopping is delivered at home
  19. 19. • Why? •Way of working •Database
  20. 20. • Place on the market • Different ways of distribution, in order to extend the offer • Various ways of innovation
  21. 21. Strengths Weaknesses
  22. 22. Opportunities Threatens
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