Comparison Of Two Main Leaders In Retail Industry Of Uk :Tesco And Sainsbury's Brand Image

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COMPARISON OF TWO MAIN LEADERS IN RETAIL INDUSTRY OF UK :TESCO AND SAINSBURY"SBRAND IMAGEBrand image of Sainsbury's is very much still as a posh shop. Meaning it's relatively expensive and is dedicated to high society people. Whereas Tesco is far more dearer brand among consumers of all classes for the reasons of its own like better deals, cheaper rates, and satisfactory services.HOW KEY-CUSTOMER SEGMENTS ARE TARGETED ?Both Tesco and Sainsbury's have leaped forward to cover other areas of business than just food and groceries - in order to get their customer base increased. Grocers now sell DVDs, telecoms, apparels, furniture, credit cards ! …And anything that you can imagine to have ! And for sure, this works ! As the products are not just limited to food and beverages, consumers' needs for clothing, home appliances, electronics, and even financial services are being satiated under the same roof. While Sainsbury's deals in retail, banking and property - Tesco does more having F+F ( Florence and Fred ) for clothing, Digilogic for electronics, Tesco Mobile for cellular phones etc. - over and above their grocery stores. Keeping its slogan "Every little helps" to stand true, Tesco covers the whole spectrum of customers from those looking for only edibles to those luxury gadgets.Tesco seems to have an another advanced policy to target key-customer segments that probably Sainsbury's do not. Prevailing are the diversified brands of Tesco, each set for a particular class of customers. For example, Tesco Value focuses on low-income families and offers the products that were manufactured at minimum costs, but there is an exclusive Tesco Finest if you belong to high society and adhere to consume only something that is recommended by top chefs. The store is open for all, those looking for quality and standard to those savings and economy. More, you have got Organic if preferred are only the herbal products, Healthy Living if you are diabetic, Tesco Bakery for your everyday breads, Tesco Wholefood for raw dry fruits, and Tesco Christmas for your Christmas stock. All the possible segments of customers are thought in advance, targeted, and consequently achieved by Tesco that today it shares 45 % of market share and is world's third largest grocery store.Sainsbury's adopts a yet new policy. It believes in content and would scarcely have something that is not in stock. Sainsbury's got the things 'more available' and would not disappoint its customer. And with its slogan "Try something new today", it offers a diversified range of products, and hence offered is a scope of choice.EASE OF USEUnlike any other road-side shops, these are the 'Convenience Stores' that offer convenience, comfort, flexibility, ease - in short a true shopping experience. Of course the consumers ought to shell out a little extra in order to gain these intangible benefits but the consumers yet are accepting the way the things are, after all who'd be bothered saving a few...

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