The Marketing Profile: Lance Batchelor of Tesco Telecoms

By Fiona Ramsay, 09 December 2008, 08:30am

LONDON - Tesco has spent the past 20 years reinventing itself as an acceptable shopping choice for the middle classes after - by its own admission - losing its way, fixating on its competition rather than its customers. But while even affluent consumers accepted its reassuring slogan 'Every little helps', Tesco's latest incarnation as 'Britain's biggest discounter' has been criticised as out of touch with their desire for 'value', rather than 'cheap'.

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