1. TESCO -
Comparism among
campaigns in GB and HUN
Judit Bencze
Zoltán Hegyi

2. CONTENT
• History - GB
• History - HU
• Brands of Tesco
• Advertising techniques of GB Tesco
• Webpage analysis/comparism
• Advertising tools of Tesco Hungary
• TV-spots
• Summary

3. HISTORY - FACTS
• Center in Cheshunt (GB)
• established by Jack Cohen
in 1919
• worldwide 5381 stores
• total 472,000 employee

4. Hungarian stores
• 1994 appeared in Hungary, aquisition • 2004 opened the first TESCO gas
of “Global” stores station, from 2009 named as Shell
• first store at Szombathely, then • Main centers: Budaörs, Gyál,
Budapest (Pólus) Herceghalom

6. Advertising
techniques in GB
• TV commercials • dropping prices, pushing
http://youtu.be/T7YRxO7GEpk discounts, rational decision
• Price tags appearing, famous
stars doing their shopping in
the store
• Tesco mobile: they position the
product as a rational solution
for easy problems, not pushing
idealistic dream worlds in the
the commercial
http://youtu.be/jtraHuAcwSE

7. Advertising
techniques in HUN
• Catalogues, Hungarians pretty
much used to it
• Bilboards with only one core
message
• Rarely Tv spots
• Message: Very cheap prices,
Hungarian suppliers, but media
is full of its scandals
• dropping prices, pushing
discounts, rational decision

8. Simple, harmonazing colours,
TESCO.co.uk easy to follow the layout

9. TESCO.co.uk

10. TESCO.hu Do not know where to look at...

11. TESCO.hu Do not know where to look at...

12. Thanks for your
attention!