Tesco

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Rutvi Choksi

A brief study of TESCO

Marketing

This is TESCO.
TESCO is a 97 year old multinational grocery and
general merchandise retailer.
With over 4,300 stores across 14 countries, TESCO
is the 2nd largest retailer in the world by profit and
amongst the food industry “Dragons”.
TESCO applied excellent marketing strategies.
TESCO is smart.
Be like TESCO.

In the ‘90s…
Motto = Pile it high and sell it cheap.

Customer Lifetime Value:
CLV = ∑ (pt – ct) rt - AC CLV = m * r
(1 – i)t ( 1 + i – r)
Where
t = 0 to T
Pt = price paid by a customer at time t1
ct = direct cost of servicing the customer at time t1
rt = probability of customer repeat buying or being “alive” at time t1
AC = acquisition cost
T = time horizon for calculating CLV
The
COMPLEX
MATH!
So TESCO did:

Other Strategies…
Letter Bombing Online Shopping
GREEN FUELS
SELF-SERVICE
STATIONS

Accounting Scandals
Horsemeat Scandal
Failure of US Expansion
The Rising Discounters
Bad Reputation of Bullying
Suppliers and pursuing Critics
Aggressively
Competition From Amazon
Why?

Employ Extensive Cost Cutting Programs
Sell off numerous holdings
&
Enhance Customer Relationships
So TESCO decided to…

A really touching video about what
TESCO did to help celebrate Father’s Day …

Created by Rutvi Choksi, NIT Surat, during
a marketing internship under
Prof. Sameer Mathur, IIM Lucknow.

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Tesco

1. A brief story of…

2. This is TESCO. TESCO is a 97 year old multinational grocery and general merchandise retailer. With over 4,300 stores across 14 countries, TESCO is the 2nd largest retailer in the world by profit and amongst the food industry “Dragons”. TESCO applied excellent marketing strategies. TESCO is smart. Be like TESCO.

3. In the ‘90s… Motto = Pile it high and sell it cheap.

4. Customer Reaction

5. Customer Lifetime Value: CLV = ∑ (pt – ct) rt - AC CLV = m * r (1 – i)t ( 1 + i – r) Where t = 0 to T Pt = price paid by a customer at time t1 ct = direct cost of servicing the customer at time t1 rt = probability of customer repeat buying or being “alive” at time t1 AC = acquisition cost T = time horizon for calculating CLV The COMPLEX MATH! So TESCO did:

6. And devised… The Trump Card!

8. Sales shot Up!

9. We had a new market leader!

10. Other Strategies… Letter Bombing Online Shopping GREEN FUELS SELF-SERVICE STATIONS

11. Introduction of Tesco’s finest range…

12. Advertising & Promotions…

13. Social Media Marketing…

14.

15. Yet Dissatisfied Stakeholders…

16. Accounting Scandals Horsemeat Scandal Failure of US Expansion The Rising Discounters Bad Reputation of Bullying Suppliers and pursuing Critics Aggressively Competition From Amazon Why?

17. Employ Extensive Cost Cutting Programs Sell off numerous holdings & Enhance Customer Relationships So TESCO decided to…

18.

19. A really touching video about what TESCO did to help celebrate Father’s Day …

20. SO WHAT’S NEXT?

21. Created by Rutvi Choksi, NIT Surat, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.

Tesco

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