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 Mark Ritson
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?
From the end of Cadbury and the National Trust’s tie-up, to Greggs’s new loyalty programme and RBS’s decision to scrap the CMO role, catch up on all this week’s major marketing news.
Join our webinar to understand why consumer feedback holds the key to differentiating your brand and staying ahead of competitors.
Marketing Week reviews the latest books and articles for marketers.
FMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.