The great Tesco beauty gamble (the Tesco supermarket chains marketing strategy for breaking into the UK beauty services market)
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 7
Barnes R.Marketing, January 2011, Start page: 14, No. of pages: 2
Reports on the efforts currently being made by UK supermarket giant Tesco to break into the beauty services market with its Your Beauty Salon business designed to enable Tesco to compete with Boots, the major UK retailer of beauty products. Explains that Tesco aims to roll out the concept to a minimum of 70 stores by 2012, with a view to creating a turnover of 15 million pounds sterling in its first year, selling not only beauty services, but also more upmarket beauty products. Suggests that this new marketing strategy is yet another example of Tesco’s diversification, and reveals how the retailer is adept at spotting consumer demand and experimenting in new areas. Offers the contrary view that shoppers are not ready to submit themselves to beauty treatments in a supermarket since people want to feel relaxed when having their hair or nails done and such conditions do not fit well with shopping that tends to be rushed. Notes that there is likely to be resistance from some prestige beauty manufacturers.Article type: ViewpointISSN: 0025-3650Reference:40AE739
Keywords: Brand management, Cosmetics, Marketing models,Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory,Organizations, Retail trade, Shopping, Strategic marketing, Supermarkets, United Kingdom
