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How to build your Retail Marketing Team ........
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PESHWA ACHARYA
MARKETING CHIEF
RELIANCE RETAIL
We modelled the Reliance Retail Marketing Department on TESCO lines
How to Set up a robust Retail Marketing Department
bullTesco UK core business (Extras
Superstores Metro Express)
bullTesco International
bullNon Food (clothing)
bullRetailing Services (Dotcom
Tesco Personal Finance
Telecoms)
Tesco has a 4 point strategy
Core Purpose
To create value for customers
to earn their lifetime loyalty
Our Values
No-one tries harder for customers
Treat people how we like to be
treated
Every Little Helps is customer speak for our values and is a
broad summation of Tesco at itrsquos best
The expression of our Values
An Every Little Helps Shopping Trip
and
A Great Place To Work
Through
Which are
No one tries harder for customers
Treat people how we like to be treated
The way we work
and
The way we behave
Which means we deliver
is
Shopping Trip
bullThe aisles are clear
bullI can get what I want
bullThe prices are good
bullI donrsquot queue
bullThe staff are great
No one tries harder
for customers
The way we work
bullWe deliver consistently everyday
bullWe aim to get it right first time
bullWe make our jobs easier to do
bullWe know how vital our jobs are
bullWe always save time and money
Better for customers Simpler
for staff and cheaper for Tesco
A Great Place To
Work
bullTo be treated with respect
bullA manager who helps me
bullAn interesting job
bullAn Opportunity to get on
Treat people how we like to
be treated
The way we behave
Living Service Expressions
What part does the Marketing Department play
Drive trade
through
Every Little Helps
The Tesco Marketing Philosophy
Understand customers better than anyone
Delivering the
Every Little
Helps
shopping trip
Drive trade
through
Every Little
Helps
Saying
lsquoThank
yoursquo
Marketing
Making
Tesco
available
Insight Unit - the role of Customer Understanding
Anticipating customer needs
Championing the customer
voice in the business
Guide and measure the
business
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
bullTesco UK core business (Extras
Superstores Metro Express)
bullTesco International
bullNon Food (clothing)
bullRetailing Services (Dotcom
Tesco Personal Finance
Telecoms)
Tesco has a 4 point strategy
Core Purpose
To create value for customers
to earn their lifetime loyalty
Our Values
No-one tries harder for customers
Treat people how we like to be
treated
Every Little Helps is customer speak for our values and is a
broad summation of Tesco at itrsquos best
The expression of our Values
An Every Little Helps Shopping Trip
and
A Great Place To Work
Through
Which are
No one tries harder for customers
Treat people how we like to be treated
The way we work
and
The way we behave
Which means we deliver
is
Shopping Trip
bullThe aisles are clear
bullI can get what I want
bullThe prices are good
bullI donrsquot queue
bullThe staff are great
No one tries harder
for customers
The way we work
bullWe deliver consistently everyday
bullWe aim to get it right first time
bullWe make our jobs easier to do
bullWe know how vital our jobs are
bullWe always save time and money
Better for customers Simpler
for staff and cheaper for Tesco
A Great Place To
Work
bullTo be treated with respect
bullA manager who helps me
bullAn interesting job
bullAn Opportunity to get on
Treat people how we like to
be treated
The way we behave
Living Service Expressions
What part does the Marketing Department play
Drive trade
through
Every Little Helps
The Tesco Marketing Philosophy
Understand customers better than anyone
Delivering the
Every Little
Helps
shopping trip
Drive trade
through
Every Little
Helps
Saying
lsquoThank
yoursquo
Marketing
Making
Tesco
available
Insight Unit - the role of Customer Understanding
Anticipating customer needs
Championing the customer
voice in the business
Guide and measure the
business
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Core Purpose
To create value for customers
to earn their lifetime loyalty
Our Values
No-one tries harder for customers
Treat people how we like to be
treated
Every Little Helps is customer speak for our values and is a
broad summation of Tesco at itrsquos best
The expression of our Values
An Every Little Helps Shopping Trip
and
A Great Place To Work
Through
Which are
No one tries harder for customers
Treat people how we like to be treated
The way we work
and
The way we behave
Which means we deliver
is
Shopping Trip
bullThe aisles are clear
bullI can get what I want
bullThe prices are good
bullI donrsquot queue
bullThe staff are great
No one tries harder
for customers
The way we work
bullWe deliver consistently everyday
bullWe aim to get it right first time
bullWe make our jobs easier to do
bullWe know how vital our jobs are
bullWe always save time and money
Better for customers Simpler
for staff and cheaper for Tesco
A Great Place To
Work
bullTo be treated with respect
bullA manager who helps me
bullAn interesting job
bullAn Opportunity to get on
Treat people how we like to
be treated
The way we behave
Living Service Expressions
What part does the Marketing Department play
Drive trade
through
Every Little Helps
The Tesco Marketing Philosophy
Understand customers better than anyone
Delivering the
Every Little
Helps
shopping trip
Drive trade
through
Every Little
Helps
Saying
lsquoThank
yoursquo
Marketing
Making
Tesco
available
Insight Unit - the role of Customer Understanding
Anticipating customer needs
Championing the customer
voice in the business
Guide and measure the
business
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Every Little Helps is customer speak for our values and is a
broad summation of Tesco at itrsquos best
The expression of our Values
An Every Little Helps Shopping Trip
and
A Great Place To Work
Through
Which are
No one tries harder for customers
Treat people how we like to be treated
The way we work
and
The way we behave
Which means we deliver
is
Shopping Trip
bullThe aisles are clear
bullI can get what I want
bullThe prices are good
bullI donrsquot queue
bullThe staff are great
No one tries harder
for customers
The way we work
bullWe deliver consistently everyday
bullWe aim to get it right first time
bullWe make our jobs easier to do
bullWe know how vital our jobs are
bullWe always save time and money
Better for customers Simpler
for staff and cheaper for Tesco
A Great Place To
Work
bullTo be treated with respect
bullA manager who helps me
bullAn interesting job
bullAn Opportunity to get on
Treat people how we like to
be treated
The way we behave
Living Service Expressions
What part does the Marketing Department play
Drive trade
through
Every Little Helps
The Tesco Marketing Philosophy
Understand customers better than anyone
Delivering the
Every Little
Helps
shopping trip
Drive trade
through
Every Little
Helps
Saying
lsquoThank
yoursquo
Marketing
Making
Tesco
available
Insight Unit - the role of Customer Understanding
Anticipating customer needs
Championing the customer
voice in the business
Guide and measure the
business
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Drive trade
through
Every Little Helps
The Tesco Marketing Philosophy
Understand customers better than anyone
Delivering the
Every Little
Helps
shopping trip
Drive trade
through
Every Little
Helps
Saying
lsquoThank
yoursquo
Marketing
Making
Tesco
available
Insight Unit - the role of Customer Understanding
Anticipating customer needs
Championing the customer
voice in the business
Guide and measure the
business
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Insight Unit - the role of Customer Understanding
Anticipating customer needs
Championing the customer
voice in the business
Guide and measure the
business
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Insight Unit - Who we are what what we do
Meet customer needs by matching store format to
location Site Research
Market Research
Insight Analysis
Strategic Insight
Customer
Question Time
Monitor and track the health of the business identify
changing customer needs understand current customer
issues and ensure our initiatives are right for customers
Guide business strategy through our insight on
customers property and our people
Analyse how customers are behaving and how we
are performing as a business
Research customer lifestyles and the shopping
experiences in our stores to ensure the business
reflects customer needs
Combined analytical experience = the full story = competitive advantage
The Power of Joined Up Thinking
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Insight Unit - Our Key Outputs
A small selection of Insight reports that illustrate the power of
joined up thinking
World class insight is at the heart of the business
UK Business
Expansion
Report
Customer
Spotlight Blue Books
Brand Review
Customer
Question Times
People
Spotlight and
People
Review
Express and
Non Food Brand
Reviews
Switching
Analysis
Sales Forecasts
for new stores
New space
development
strategy
Trade Reports
Competitor
Analysis
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Insight Unit
Understanding customers better than anyone is the basis of the
Marketing Department
There are 3 broad reasons why we seek to understand
customers
Anticipating customer needs
Championing the customer voice in the business
Guiding and measuring the business
The Insight Unit is made up of five key teams - Site Research
Market Research Strategic Insight Insight Analysis and
Customer Question Times (CQT)
Joined up thinking across Insight enables us to understand the
full story and gain competitive advantage
Our key outputs ensure world class insight is at the heart of the
business
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Stores Marketing
Core Purpose
To preview amp review all stores on the development programme to
ensure the best offer for the local customer is delivered in the
individual stores
To flex the existing levers to tailor the store for the local customers amp
continue to develop new levers with the relevant owners
To work with local marketing to turn around under-performing stores
amp assist in the understanding of reasons for poor performance
To help the business to prioritise which elements of the functional
Every Little Helps shopping trip needs to be addressed for
customers
To bring customer understanding amp shape cross functional projects
which are focused on the agreed business priorities that will make
the shopping trip easier for customers (or impact on it)
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Stores Marketing
Key Outputs
Stores Marketing Group review papers which ensure the customer is
considered in the property planning process The papers cover-
Agreement to Food Non Food Square Footage
Solutions to key Customer issues highlighted from
quantitative (Oxford Research) amp qualitative (CQT) research
Agreement to include food counters amp cafe ndash Deli Fish Meat
Salad Pizza Chicken Olives Takeaway
Agreement to include non food services ndash Photolab Pharmacy
Opticians Jewellery Counter
Agreement to include other Services ndash Car Park Controls Bus
Service
Agreement to include additional range requirements eg Ethnic
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Local Marketing
Core Purpose
To launch new stores in all formats to achieve sales targets
To market our refitted and extended stores
To defend against competitor new stores extensions conversions
that are forecast to impact sales at any of our stores
To turn round sales in under-performing stores and assist in the
understanding of reasons for poor performance
To test trade driving tactics at a local level before they get
implemented by the national team eg trial of various petrol promotions
To champion trade initiatives and brand building across specific
groups of stores - eg London advertising campaign in 2004
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Local Marketing
Key Outputs
Highly targeted marketing campaigns that are made local by use of customer
insight Clubcard data and local knowledge Local will use the same tactics as
national but on a micro level - these include -
bull Mailings to Clubcard non -Clubcard customers
bull Coupons at till
bull Advertising - press radio outdoor other media (eg adbikes blimps)
bull Petrol promotions Clubcard points promotions
bull PR and events (eg launch events celebrity chef events community
sponsorship donations)
bull In store Clubcard sign up
bull Store specific non-food offers
bull POS to communicate store changes
bull Leafleting campaigns
Local deliver over 350 bespoke marketing campaigns per year
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Local Marketing - Key Takeouts
Local marketing plan and deliver campaigns for all store launches
from new stores amp extensions to impacts and underperformers
All campaigns are are highly targeted and relevant to the local
population They are built using a wide range of customer insight
Clubcard data and local knowledge
Local use the full tool box of national marketing tactics at a local level
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Price Team - Core Purpose
The role of the Price Team is as follows -
Set strategy and direction for company on price
Monitor and report against price policy
Help to communicate our great price position to customers
Deliver price insight to the business
The Price Team has several key activities -
Price Basket
Internal hierarchies
Comparatives
Ad-hoc checks
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Price Key processes
Price Basket
Weekly checks on over 20000 lines against Asda JS Morrisons
Reporting to Commercial and wider business
Price Checker and Price Claims
Internal Hierarchies
Ensuring bigger packs give better value and Tesco own label is
cheaper than branded equivalent
Comparatives
Shopping 100s of products to make in-store claims highlighting that
we (a) match Asda and (b) are cheaper than other competitors
Pricing have the accountability for maintaining our price position versus
competitors and ensuring the business gets cheaper for customers
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Promotions Team - Core Purpose
The role of the Promotions Team is to
Set strategy and direction for company on promotions
Monitor and report on Tesco promotions against promotion
policy
Monitor and report on competitor promotional activity
Respond to short term competitor activity as required
The promotions policy is driven by the Helping You Spend Less
customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Promotions Key processes
Internal tracking and reporting Monitor Tesco promotional activity against
agreed KPIs and key measures
Feature space conformance tracking Track Tesco store conformance with
communicated feature space plans
Competitor tracking and reporting Monitor competitor promotional activity
through store audits
Lidl half price Track Lidl half price activity and mobilise business to respond
Seasonal event tracking Event specific promotions reporting on major events
eg Christmas and Easter
The promotions team are responsible for setting promotional strategy
and tracking Tesco promotions relative to this
Promotional strategy is driven by the customer plan objectives
Even fewer even better promotions
Neutralise Morrisons on feature space promotions
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Trade Planning - Core Purpose
Trade Planningrsquos core purpose is to set the trading priorities for the
business which means
Right for Customers
Simple for stores
Delivers lsquolike for likersquo growth
Supports the Every Little Helps Shopping trip
Trade planning does 3 interrelated things
Manage the
52 wk Trade Plan
Review Trade Forecast Sales
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Trade Planning Key Processes
TPG (Trade Planning Group) - periodic
WL5 directors from Marketing Supply Chain Retail and Commercial
facilitated by trade planning who meet every period to
Review trade and learnings for the period just completed
Agree the trade plan going forward and resolve any issues
TPO (Trade Planning Operations) - weekly
Cross functional group (trade planning retail supply chain) and managers
of small events (less than pound10m) eg Pancake Day St Patrickrsquos Day
Ramadan
Brand Comms - weekly
Plan the alignment of TV Press Tesco TV Publishing Price News and
Point of Sale
Non Food Trade Planning and Great Seasonal Events
Manage Seasonal space (power aisle 1 and grocery seasonal aisle)
Great Seasonal Event Managers manage the events gt pound10m eg Mothersrsquo
Day Halloween
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Feature Space Management - what is it
Feature Space and Seasonal Space is the most prominent space in the
store with the highest customer footfall
Feature Space = Promotional ends and OFDs (Off Fixture
Displays) Usually promotions
Seasonal Space = Power aisle 1 and grocery seasonal aisle
Usually seasonal ranges
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Feature Space Core Purpose
Core purpose is to make best use of feature space which
means
Right for Customers
Seasonally relevant
Supports Trade Plan activity
A good mix of product types for customers
Fit promotion policy (eg minimum discount 20)
Simple for stores
Simple to put on sale and exit
Products fit space efficiently
Delivers lsquolike for likersquo growth
Each end has a hurdle rate depending on its location
and distribution
Supports Every Little Helps Shopping trip
Especially ldquoAisles are clearrdquo and ldquoI can get what I wantrdquo
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Advertising - Core Purpose
Primary Objectives
To project our brand values through an emotional connection with
our customers
To build brand trust and loyalty
Secondary Objectives
To communicate our strongest trade drivers and promotions to
encourage customers to come into our stores
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Advertising - Key Outputs
TV amp Press Every Little Helps Brand Campaign
The Every Little Helps campaign is used to make people like their Tesco
more
The campaign revels in the small things that Tesco does eg bag
packing 24 hour opening low prices as evidence of our philosophy
The advertising is a direct down to earth conversation between Tesco
and the customer (instead of an advertising mechanic that sits apart
from the brand)
Cherokee TV Campaign
Bi annual TV campaign that supports the Cherokee range of clothing at
Tesco
Gives Tesco clothing credibility versus the likes of Next and Gap
lsquoDesign by Cherokee Price by Tescorsquo caption (strap line) emphasises
the strengths of the two brands
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Advertising - Key Outputs continued
Trade Driving TV amp Press
Supports the key trade drivers highlighted by the trade plan
The ads are simple straightforward visual of featured product and lets
the offer speak for itself whilst being clearly branded as Tesco
Press is used to support offers when a quick turnaround is needed ndash
can be done in days versus weeks for TV
Supplier Funded Advertising
Paid for by the supplier but we ensure that they are simple honest
transparent and are clearly branded Tesco amp the media selected targets
our relevant customers
Strict criteria ensure only the strongest prices and promotions are
advertised
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Every Little Helps TV Campaign
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Cherokee Advertising (Autumn Winter 05)
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Publishing - Core Purpose
The role of Publishing is to support and build a positive image of
the company with customers
We do this in Two principle ways
Development of an emotional connection with our customers
showing them that we understand them and are on their side
Communicating our product ranges and great prices
to-
Drive our price image with price sensitive customers
Increase and drive footfall into non-food
Generate awareness in upmarket customers that we have great
quality and range at market leading prices
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Publishing - Key Outputs
Magazine
Written to compete with new-stand publications
4m readers 3rd largest circulation magazine in the UK- bigger than
all the leading womenrsquos glossies added together
Average retention time 14 days average reading time 42 minutes -
both highest in the industry compared to the average of 28
minutes for other publications Although the magazine is not used
as a hard marketing tool research tells us that 50 of readers will
buy a food item 29 a non-food item and 27 a clothing item - if
it is featured
Price News - leafleting
Protects existing customer base and encourages defection from
competitors
Standard version influences price image covers mainly food and
household aimed at competitor conflict areas - 4m circulation
Non-food version aims to drive footfall and price image - aimed at
extra store catchment areas - 4m circulation
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Publishing - Key Outputs
Tesco TV
Provides ldquoTalking Tescordquo content to the revenue generation inspired
In-store TV service Every Little Helps information recipes hints
tips and product information
Store Finder
Map booklet showing all of the stores in the UK with accurate
directions how to find them - 1m circulation
Internet
Price check - compares our prices with our leading competitors
Today at Tesco whatrsquos key in store this week
Store locator services- Search for the right store for you get
directions to your local store and see what ranges services and
opening hours it has
Internet magazine proposition being developed
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
ldquoTesco send me a
Thank yourdquo
ldquoI spend my
Vouchersrdquo
5 Club
Mailings Statement CaT
ldquoTesco give me coupons for
things I already buy or they think
Irsquod like to buyrdquo
ldquoI collect Clubcard points as
I spend in Tescordquo
Extended Brand - TPF
Telecoms Non Food
Shopping in store or
on dotcom
Points
Partners
eg
Powergen
CLUBCARD
The Virtuous Circle
Clubcard
Statement
Deals x4 In Store
Extended
Brand Deals
Online for
shopping and
deals
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Trade Driving
Club Mailings
CLUBCARD
Who we are what what we do
Direct Mail
Operations
Customer
Management
Targeted mailing - touching over 12m
customers with over 8m variations
Introducing customers to Clubcard
and helping them get the most from it
Permission based mailings -
including specialist advice and
relevant coupons
Timely targeted offers to Clubcard
customers
Making Clubcard more rewarding
through the extended brand
Measuring and supporting Clubcard
use in the business
Clubcard Statement
Managing Penetration
Retail Services
Coupon at Till
Welcome Pack
A new system which will offer better data and business
processes to help the business to grow customer loyalty
Freetime Deals Service where customers can get x4
value from their Clubcard Vouchers
Slippage and Gone Aways
Strategic Mailings to boost trade
Timely mailing to retain customers
with declining loyalty
Thank youbrand builders
Raising the profile of CC
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
CLUBCARD - Key Take Outs
Clubcard continues to have fantastic success in the UK
Over 12 million customers currently receive a Clubcard Statement
With approximately 8 million unique variations - each time
Clubcard penetration is currently 73
Saying lsquoThank yoursquo drives trade
Most customers see points as more valuable than money
Club mailings grow the breadth and depth of customer loyalty
Coupons are tightly targeted
You buy a lot of sausages You get a sausage coupon
Coupons at till target a new set of customers every two weeks
It acts as an incentive - but secondary to reward
Clubcard rewards customers across the entire Tesco brand
From your groceries to broadband connection
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Customer Plan - Core Purpose
The Customer Plan is a group of year-long projects which must
Drive our lsquolike for likersquo sales
Deliver a step change in the Every Little Helps shopping trip
Need more than one function + dedicated resource to deliver them
They are the Number 1 priority for the business each year and
feed into the Customer quadrant of the Corporate Steering
Wheel
Each project has board-level support
The Customer Plan embodies our philosophy that customers will
tell us our direction for the year ahead
It supports our core purpose of creating value for customers to
earn their lifetime loyalty
This keeps us ahead of the competition
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Customer Plan - Key processes
Phase One
Identify and agree key
customer
opportunities
Phase Two
Develop solutions to
key opportunities
Phase Three
Implement Monitor
Review
BRAND REVIEW
ResearchReport
February - September
Planning
October - February
Launch Customer Plan
March
Project brief Writing
October - December
Project Solutions
December - February
Examples of projects
bullFresh amp Full Meat amp Poultry
bullStrengthening our appeal to ethnic customers
bullHelping you live more healthily
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Who we are
Vacancy
Insight amp Site Research
Acting Director of Marketing - UK
Ian Crook (also Trade Planning Advertising amp Customer Plan)
clubcard amp Services
Stores amp Non Food
Price Promotions amp
PublishingPOS
Clubcard Scheme Mailings Clubcard Deals
Service Initiatives
New Stores Local Marketing Store Marketing Express Marketing Non
Food Marketing
Price News (Tabs) Price Basket PricePromotions Planning
Process Management
Site Research Customer amp People Insight Market Research CQTs
Customer Plan Development
Marketing Finance
Personnel Manager
Marketing
Personnel
Finance
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
Peshwa Acharya
peshwathinkasconsumercom
+91 9867641038
