Clarke to take Tesco forward with new brands

Philip Clarke: Tesco boss pledges to create highly valued brands
Philip Clarke: Tesco boss pledges to create highly valued brands

New Tesco chief executive Philip Clarke has pledged to create "highly valued" brands to grow Tesco, in a strategy presentation that he painted as "a slight change of emphasis", rather than a "change of direction".

In a video presentation placed on Tesco's website, Clarke promised: "Tesco is going to be a creator of highly valued brands."

He said he wanted the Tesco brand, and other "fascia" brands in other countries, such as Kipa in Turkey, to be valued brands.

He then added: "But I also think we can create some other ones. F&F, the clothing brand, Technika our television brand. These will give customers another reason to come and shop with us, another reason to be loyal to us."

The new chief executive, who took over from Sir Terry Leahy in January, said he wanted to build on the relationship the supermarket already had with its consumers and make it a multi-channel relationship.

Clarke said he wanted to take Tesco from being a business "which is respected by many, to one that is admired".

The new strategy was first revealed by Clarke in Tesco's results presentation last month, when he admitted that Tesco's UK performance had been "below par".

Tesco has been on the back foot in grocery, notably abandoning its pledge to offer double-the-difference refunds if customers find products cheaper in Asda, but continuing its expansion into non-food sectors by buying IPTV service Blinkbox for under £10m in a deal last month.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message