pic: Marketing Week
News that Tesco stepped up its fight against the discounters yesterday by launching a host of new value-orientated own label ranges in the fresh produce and meat categories raises some questions:
- What are the chances of Tesco value-labels possibly being perceived as 'cheap' versions of the Tesco brand, a downward stretch, whilst discounter surrogate labels look equivalent to brands in quality, an upward stretch?
- Same quality, same price, different perception...?
- ...and the ultimate question being: Which customer is more likely to say “Wow”?
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