Tesco

Executive Summary

Different sectors of household care in Malaysia are exhibiting different degrees of growth. In 2002, the value of growth for matured products, such as laundry care, insecticides, chlorine bleach and dishwashing products are driven downwards by price discounting. On the other hand as urban consumers are getting more sophisticated, household care sectors such as air fresheners and toilet care products experienced robust growth. New products such as electric air fresheners and fragrance liquids have boosted this growth. The top 2 players in Malaysia that are competing in the household care sectors are Reckitt Benckiser (M) Sdn Bhd and Sara Lee (M) Sdn Bhd. Both companies market surface care products, insecticides, air fresheners and polishes.

Supermarkets and hypermarkets became the main channel for household care products. Hypermarkets such as Giant, Carrefour and newly joined Tesco, has all continued their aggressive expansion plans in urban areas to attract urban consumers to a one-stop shopping outlet. The channels of distribution are abundant and almost at every sales outlet, the competitors are just next to you. Therefore, to be top of the consumers shopping list is to create an impact on the consumer to remember the brand and values that the product offers.

Analyzing market opportunities, developing strategies, shaping the market offering, managing and delivering marketing programs are all a part of putting together a strategic marketing plan. The marketing plan must adapt to the new economy that builds customer satisfaction and value by successfully targeting the right consumers and retaining them for repeat purchases while exploring and securing new ones. The plan focuses on the branding strategies, buying behavior of consumers, marketing mix programs as well as to meet its marketing objectives bearing in mind that the plan is linear to the corporate objectives.

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