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The U.K supermarket sector is very competitive. The super market sector in the U.K is mainly dominated by four giants Tesco, Asda, Sainsbury’s and Morrisons. These four giants account for nearly 75% of the £ 95 billion U.K grocery market and Tesco alone is accountable for more than 30%. Tesco was founded in 1919 by Jack Cohen. Tesco is the largest British retailer by both global sales and domestic market share with profits exceeding £2 billion. In 2008, became the fourth largest retailer in the world this was the first move among the world top five since 2003. Sainsbury’s is the third largest chain of super markets in the U.K. Sainsbury’s was founded in 1869 John James Sainsbury and his wife Mary Ann in London and it grew rapidly during the Victorian era. Sainsbury became the largest grocery retailer in 1922 and mastered the self-servicing retail in the U.K. They were at their best during the 1980’s. As result of being satisfied during the 1990’s Tesco became the market leader in 1995. Costcutter is a franchise banner in the United Kingdom, the Republic of Ireland and Poland under which there are supermarkets and local and urban convenience stores. CostCutter was founded by Colin Graves 1986. In 2006 there were 1,400 stores under the franchise. This report will show the comparative analysis of the marketing communications mix used by Tesco, Sainsbury’s and Costcutter. It will also discuss the Marketing communication mix and its 11 elements.
Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. The different tools used to operationalize the aforesaid process comprise the marketing communication mix. The key elements of the marketi ...