Tesco’s budget Jack’s stores will fail, because you can’t beat Aldi at being Aldi
By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
There are two ways to position a brand – ‘about’ something and ‘versus’ something – and the most powerful examples of positioning do both.
Award-winning columnist Edwards will be writing a monthly column for Marketing Week, as well as speaking at the Festival of Marketing in October.
Tesco is reportedly set to launch a discount chain, dubbed Jack’s, across the UK this autumn but can it build a brand from scratch to truly rival the already well-established German discounters?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?