Marketing du point de vente

Summary• Introduction

• Historical and place on the market• Historical• The market: Topologu an data

• Different ways of distribution• The stores• Internet

• The innovations

• Conclusion

Tesco’s Historical• Founder: Jack Cohen

Historical

1924Appearance of

the brand Tesco

1929Opening of

the first store

1948First service

store

1956First

supermarket in London

50’s and 60’sDevelopment

throgh acquisitions (more than

800)

1979Annual sales exceed one

billion pound

Tesco’s Historical

1992

• Appearance of the slogan « every little helps »

• Opening of the first Tesco Metro in London

1995 1997

• New CEO, Terry Leahy

• 316% increase in turnover

2000

• Launch of the website Tesco.com

2011

• Philip Clarke succeeded Terry Leahy

Tesco: definition of the market

Distributor based in the UK, Ireland

and Asia

2011: Turnover of 81,5 billion Euros

The 1st distributor in UK

The 3rd distributor global Activity

Distribution of: food and non-food,

phone service

Place on the market: Implantations

• Implemented in 6 countries in Europe: more than 800 stores

• Implemented in Asia: more than 1100 stores

• Distribution of revenues:

80

11

9

UKEuropeAsia

Tesco: some data

472 000 employees: including 282 000

employees in the UK

5008 stores: including 2545 in the UK

16 billion customers are holders of the loyalty card

2010-2011: some data

Decrease of 0.6% of turnover

Sales representing 66% of turnover

(53.77 billion Euros)

ROCE: 12.9% of turnover

Commercial margin: 6.1%

Difficulties on the domestic market

Lack of employees in

store

Too many hypermarkets

Supply not sufficiently

differenciated

Strong competition

New strategies

Recruitment and training of 8000 new employees (245 million Euros)

Renovation store (245 million Euros)

Continuing “Big price Drop”

Improve supply

Reorientation marketing and communication

Improve online

Tesco: the competitors• Loss of customers at Tesco

• Increase of sales at Sainsbury’s

• Asda: “Everyday low price”

• Tesco: “Big price Drop”

• The gap with competitors as Sainsbury’s has narrowed:• 2004: 6%• 2011: 2,9%

• Asda: • 360 stores in UK in 2010• 385 stores in 2011• More 25 store in 2012

The Tesco model

90’s• 20 commitments towards the

customer

1995• Club Card• Analyse customer’s

behaviour

« Every little helps »• The catalogue Tesco Rewards

• Creation of a « low prices » range, while keeping the Premium range• 50% of products are from

distributors

Six types of stores

177 Tesco Extra

448 Tesco Superstores

174 Tesco Metro

967 Tesco Express One Stop Tesco

Homeplus

Changing• Create employment

• Olympic Games

• Suppliers’ programm

Changing• Free Wi-Fi

• LED

• EAS

• Employees’ programm

Internet

The Tesco trucks

For Internet, customers need :

The Delivery saver

Click & Collect

And for smartphones:

Tesco’s innovation: the subway

• In Tokyo

• With a smartphone, you can collect the information and order products

• The result of the shopping is delivered at home

An innovation extended

Tesco and xBox’s project• Why?

•Way of working

•Database

Conclusion• Place on the market

• Different ways of distribution, in order to extend the offer

• Various ways of innovation

SWOTStrengths Weaknesses

SWOTOpportunities Threatens