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COMPARISON OF TWO MAIN LEADERS IN RETAIL INDUSTRY OF UK :
TESCO AND SAINSBURY"S
Brand image of Sainsbury's is very much still as a posh shop. Meaning it's relatively expensive and is dedicated to high society people. Whereas Tesco is far more dearer brand among consumers of all classes for the reasons of its own like better deals, cheaper rates, and satisfactory services.
HOW KEY-CUSTOMER SEGMENTS ARE TARGETED ?
Both Tesco and Sainsbury's have leaped forward to cover other areas of business than just food and groceries - in order to get their customer base increased. Grocers now sell DVDs, telecoms, apparels, furniture, credit cards ! Ã¢ÂÂ¦And anything that you can imagine to have ! And for sure, this works ! As the products are not just limited to food and beverages, consumers' needs for clothing, home appliances, electronics, and even financial services are being satiated under the same roof.
While Sainsbury's deals in retail, banking and property - Tesco does more having F+F ( Florence and Fred ) for clothing, Digilogic for electronics, Tesco Mobile for cellular phones etc. - over and above their grocery stores. Keeping its slogan "Every little helps" to stand true, Tesco covers the whole spectrum of customers from those looking for only edibles to those luxury gadgets.
Tesco seems to have an another advanced policy to target key-customer segments that probably Sainsbury's do not. Prevailing are the diversified brands of Tesco, each set for a particular class of customers. For example, Tesco Value focuses on low-income families and offers the products that were manufactured at minimum costs, but there is an exclusive Tesco Finest if you belong to high society and adhere to consume only something that is recommended by top chefs. The store is...