Tesco is now a household name, not only in the United Kingdom, but in many countries scattered across the globe. The grocery conglomerate has seen its share of issues, but has used tailored marketing campaigns to highlight the diversification of its services as a way to stay competitive and relevant within the changing international market place. Tesco is now also looking to continue its dominance through increasing its marketing presence in the United States. The recession hit many major brand name grocery markets incredibly hard. With consumers having less spending power, many companies were competing fiercely to mop up whatever cash was being spent. However, the research suggests that "meanwhile, the exceptions to the rule -- Whole Foods, Woolworths', and Tesco -- all saw significant increases in brand value in 2011, due to their ability to understand customers and reinvent what a grocery retailer can offer, expressing the brand idea through many small but meaningful actions that unlock value creation and lead to big impact" (1). Essentially, Tesco has begun to open up its marketing...

Tesco has diversified its services and products dramatically to fit the changing needs of the people in the U.K. As such, "this year's leading U.K. retail brands continued to expand their offers in 2010 by using the strength and understanding of their offer to stretch into new sectors and stay relevant to consumer's needs" (32). As the needs of U.K. consumers changed throughout the recession, Tesco was one to stay relevant through evolving with the unique demands and needs of their customers. Recently, Tesco launched Tesco Venture Brands, a premium selection of high quality products. These products then carry a reputation for higher quality, allowing Tesco to tap into specialty and growing green friendly markets, at the same time charging higher price points per unit. The brand has even expanded into telecom and banking services, which is a huge…