The healthy eating brand
A Tesco case study

Page 1: Introduction

It is the ability to satisfy customers that marks the difference between the successful and the unsuccessful organisation. That is why some children’s nurseries have a huge demand for places, while others have falling roles. It is why some supermarkets have people crowding the aisles whereas others are practically empty. This ability to satisfy customers boils down to successful...
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Page 2: Research

The decision of Tesco to get involved in Healthy Eating was brought about by two things: The extensive media coverage of reports into diet and eating patterns in the UK in the early 1980s. These reports established a link between poor diet and ill health and set out that: 'If people are to change their diet then they must be informed of the need for change and of how the change may be...
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Page 3: Meeting customer needs

The Gallup Poll convinced Tesco that it needed to focus its attention on four main areas: Providing Nutrition information on the labels of all its own brand products. Reviewing the use of additives in the own brand range with a view to removing any that could be shown unnecessary. Providing literature in the form of leaflets on healthy eating to help people understand the issues and give them...
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Page 4: Results of the research

Some of the results of the research were that consumers feel that a 'balanced diet' includes:1.    Inherently healthy ingredients and products. These include natural ingredients that are seen to be healthy, basic, traditional foods which are considered natural and wholesome, such as: fresh fruit and vegetables wholemeal bread pasta, rice, pulses and potatoes white...
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Page 5: The strength of the brand

At the start of this case we said that successful marketing involved identifying and anticipating consumer requirements, in order to satisfy these requirements and to make a profit. In each of these areas the Tesco 'Healthy Eating' brand has been a success. This case study has highlighted ways in which Tesco have gone about identifying, anticipating, and satisfying, as well as delighting customers...
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Page 6: Conclusion

In seeking to delight its customers, Tesco have recognised that there are many different groups of 'Healthy Eaters' with different needs and wants. They have therefore, wherever possible, responded to a segmented market by providing for the needs of a variety of types of healthy consumers from sports enthusiasts, to fashion conscious models, while at the same time serving the needs of pregnant...
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