TESCO- a supermarket chain Made by Raghav Maheshwari

2. • Tesco is a UK based supermarket chain founded
in 1919 by Jock Cohen.
• Today Tesco is largest British retailer measured
by both sales and market share.
• Initially the company’s driving force was the
idea “Pile it high and sell it cheap.”
• Tesco has 62 billion pounds of revenue with
3500 stores in 14 countries.

3. • Sainsbury was market leader
• Tesco suffered from reputation
of “pile it high and sell it
cheap.”

5. Complete makeover
• Launched 114 separate initiatives to improve the
quality
• New campaign “Every Little helps.”
• 20 ads in the market
• Diversified geographically into areas like books,
telecom, petrol and internet providers.

9. Tesco CLUBCARD
• A customer loyalty
scheme to improve
customer relations
• It built long lasting
relationships
• Acted as data-gathering
tool and build unique
“DNA profile” of every
customer
• Gave special offers and
customized coupons to
Clubcard members.

10. • Tesco moved beyond supermarkets to “big
box” retailing of nonfood products.
• This provided additional convenience to
customers who preferred shopping under
one roof.
• Improved overall profitability
• Cherokee became fastest growing brand in
UK.

12. Format Number Total
area (m²)
Mean
area (m²)
Percentage
of space
Tesco Extra 250 1,636,023 6,624 42.85%
Tesco
Superstores 479 1,310,862 2,761 34.33%
Tesco Metro 178 203,551 1,044 5.33%
Tesco Express 1,713 360,743 216 9.45%
One Stop 873 106,095 147 2.78%
Dobbies 36 152,175 4,476 3.99%
Total 3,529 3,818,036 1,072 100%

14. TESCO used customer database effectively
and came up with price-ranges on order to
appeal to everyone: “Finest,” “Mid-Range,”
and “Value.” TESCO also stayed loyal to its
CLUBCARD loyalty program.

19. Why not have a
Quick Review!!

20. • Tesco developed campaign “Every Little Helps” to
build customer relations.
• Launched revolutionary CLUBCARD loyalty program.
• Captured areas like bank, petrol, ISP and telecom.
• Different price range for every customer
• Six different formats of stores depending upon
locations
• Today largest British retailer measured by both sales
and market share

21. Created by RAGHAV MAHESHWARI, NIT Jaipur,
during a marketing internship by Prof. SAMEER
MATHUR, IIM Lucknow.