How Tesco used insight to guide the strategy and execution of a new entry tier range

Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.

Campaign details

Brand: TescoAgency: 2CV ResearchCountry: UK

Synopsis

The business issue

In the early 2010's Lidl and Aldi disrupted the value market, injecting quality cues and messaging to build trust, coupled with an enticing price proposition. Customer expectations shifted: value became a savvy consumer choice, rather than a compromise of price over quality.

Tesco for their part, had re-branded their value tier to Everyday Value (EDV) in 2014, but a stigma remained: product delivery was perceived to be poor by consumers, it failed to connect emotionally and was also eroding trust and quality perceptions in...

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