Tesco Is Now a Household Name, Not

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 potential by expanding its line of products and services, and providing a much tailored marketing campaign that is based on thorough research and great understanding of their target market for the various new products being launched. 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 leap from traditional grocery product lines. This vastly increased products and service lines now being offered by Tesco helps realign marketing campaigns to anticipate the changes in consumer demand within the U.K.

Moreover, Tesco is currently devising a marketing strategy to create a profit in the United States over the long haul. Tesco began operating on a major scale in the United States with the launch of specialty and green friendly grocery stores known as Fresh & Easy. The brand was cool and fresh, but also tapped into to the growing eco-consciousness of many Americans, especially in urban and suburban areas. The brand marketing campaigns highlighted the bargain price for superior quality products that were resourced with care and responsibility.

Fresh & Easy stores were especially targeted for the West Coast market and focused on younger eco-friendly consumers. The initial strategy was one of massive growth, but since the onset of the recession, Tesco has had to adjust that strategy and keep growth to a manageable level. When the new brand began to show signs of suffering, the company spent two years studying and reevaluating the target market in the United States (Wood 2012). What resulted was a new take on fresh food. According to the research, Americans.