Tesco: Everyday Value packaging - Redefining a sector to meet new needs

This case study describes how Tesco, the UK supermarket, redesigned its Value product range to improve quality perceptions and grow sales.

Tesco: Everyday Value packaging - Redefining a sector to meet new needs

Agency: Rocket Design ConsultantsClient: TescoBrand: Everyday ValueCategory: Packaging: Own Brand - Food

Executive summary

In 1993, Tesco were the first to launch a value range. Much has changed since then. Not only have all of the other major players launched their own but the tough financial times have changed the attitude towards Value ranges from 'it's for poor people' to 'it's a sensible purchase, if the quality is OK, to stretch the budget'. However, while the logic was there, in 2011/12,...

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