How does tescos marketing strategies help them acheive their aims and objectives?
Tesco’s marketing strategy has been based around a database strategy driving a huge direct marketing campaign. There customer base (as recorded by the details provided by the hugely successfull ClubCard Scheme) almost exactly mirrors the demographic make-up of the UK. Simply this means they have somehow managed to be all things to all men. They have between 7m and 8m different variations on the mailings going out to their clients based upon demographic and transactional data. The objective has always been to up-sell to their existing customers through acquiring better customer data and meeting their needs. Now, through providing customers with what they want, the most significant strategy has been aimed at increasing the non-food section by capitalising on the growing need for one-stop-shopping created by an increasingly time-starved population.
