Open heart surgery in p ublic Brand cardiology Disclaimer The - - PowerPoint PPT Presentation

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Open heart surgery in p ublic Brand cardiology Disclaimer The - - PowerPoint PPT Presentation

Jul 11, 2023 219 likes •981 views

Open heart surgery in p ublic Brand cardiology Disclaimer The success story Operating Property model strategy Customer proposition Customer Proposition Service, Quality, Availability, Range, Price FUNCTIONAL: EMOTIONAL:

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“Open heart surgery in public”

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“Brand cardiology”

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Disclaimer

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Customer proposition Operating model Property strategy

The success story

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FUNCTIONAL: EMOTIONAL:

Customer Proposition

Service, Quality, Availability, Range, Price

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Customer champion

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Self-service shopping

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Resale Price Maintenance

Source: http://www.herberthistory.co.uk/

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Value proposition

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First online shop

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Helping communities

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Source: Telegraph

TESCO Clubcard

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Helping families

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Baby changing

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24 hour shopping

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Personal finance

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Own brand ranges

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New customer needs

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tesco.com deliveries

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Some numbers…

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87% of UK customers shop with Tesco each year Delivered to 99.6% of UK postcodes 16m active Tesco Clubcard users

Penetration

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42m transactions per week 66 transactions per second Average shopper visits 76 times per year

Frequency

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Brand Power

Source: BrandZ

Grocery Market Share

Year 35% 65% 32 26

1995 2005 17% 40%

Tesco Competitor B

31% Source: YouGov

Strength of Brand

Recognised Brand

“Britain’s most admired company” three times in four years

Source: Management Today 2006 15%

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UK Psyche

Like Respect

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UK Psyche

Like Respect Challenger

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UK Psyche

Like Respect Cheeky underdog Challenger

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UK Psyche

Like Respect Cheeky underdog Leader Challenger

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UK Psyche

Like Respect Cheeky underdog Leader Tolerated Challenger

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Erosion of Brand Power

Source: YouGov

Tesco Brand Index Score

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Rebuilding

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Archaeology

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Listening

Colleagues

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Listening

Colleagues Customers

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Listening

Colleagues Customers Partners – Our suppliers

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Listening

Colleagues Customers Partners – Our suppliers Stakeholders

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We invested in our customer offer

Service Availability Price

40% 75% 32 26 55% 80% 32 26 35% 65% 32 26 weeks weeks weeks

Range

35% 65% 32 26 weeks

  • 15%
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Communication partners

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We articulated our purpose

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From running shops… …to serving people

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Serving

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Britain’s

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shoppers

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a little

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better

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every day

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Colleagues Attitude The personal touch 2,500 local stores within minutes of the

  • nation. Serving

each and every

  • ne of Britain’s

communities. Local up not National down. Customer first, knowing the customer better than anyone else Humble, but heroic: always trying harder The right mix of price, quality, range and service. Uniquely Tesco products & services. (desirable / affordable) Continual effort to always be better

Serving Britain’s shoppers a little better every day

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Helpful advertising

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Helpful advertising

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Party food Ad Tracking

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Farm to Fork 1.2 million children Bags of Help

Community

Food Collections 30 million meals

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Sustainable agriculture Small suppliers

Partnerships

FareShare Food Cloud All surplus food to charity by 2017

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Innovation 4.5bn calories

Product

Treats for all

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Brand Guarantee Foregone interest 4G at no extra cost

Propositions

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Charity partnership £7.5m Race for Life Local community

Giving back

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A B C D E F 50

Tesco

60 70 80

Customer waiting time

50 63 63 68 72 74 74 +2 % Change YoY

  • 3

+1

  • 2

+3

  • 3
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B C D E F 60

Tesco

70 80 90

Colleague festive spirit

63 67 80 81 81 81 86 +11 % Change YoY +4 +7 +2

  • 2

+5 +5 A B C D E F 60

Tesco

70 80 90

How festive the store looked & felt

64 72 85 85 86 86 87 +1 % Change YoY +3 +3

  • 4

+2

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A

Christmas Customer Spotlight

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Source: YouGov

Tesco…can you feel a pulse?

Tesco Brand Index Score

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Still crucial

Customer proposition Operating model Property strategy

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But purpose driven

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“Brand cardiology”

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