Wednesday 23 March 2016

Tesco Takes On Discounters With Seven New Value Own Label Ranges, So?

                                                                                                                                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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