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
5.
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
