Tesco is a large international grocery retailer founded in the UK in 1919. It now operates over 5,000 stores worldwide and employs over 470,000 people. Tesco entered the Hungarian market in 1994 and now operates 212 stores in Hungary. The document compares Tesco's advertising techniques between the UK and Hungary, finding that UK advertising emphasizes low prices and famous spokespeople while Hungarian advertising focuses more on catalogs and billboards with simple messages about prices and local suppliers. It also analyzes differences between Tesco's UK and Hungarian websites.

1. T S O-
EC
C m ais a o g
o p rm m n
cm a n in Ba dH N
a p ig s G n U
Judit Bencze
Zoltán Hegyi

2. C NET
O TN
• History - GB
• History - HU
• Brands of Tesco
• Advertising techniques of GB Tesco
• Webpage analysis/comparism
• Advertising tools of Tesco Hungary
• TV-spots
• Summary

3. HS O Y- F C S
IT R AT
• Center in Cheshunt (GB)
• established by Jack Cohen
in 1919
• worldwide 5381 stores
• total 472,000 employee

4. H n aia s rs
u g rn t e
o
• 1994 appeared in Hungary, aquisition of “Global” stores
• first store at Szombathely, then Budapest (Pólus)
• 2004 opened the first TESCO gas station, from 2009 named as Shell
• Main centers: Budaörs, Gyál, Herceghalom

6. A vr in
det g
is
t h iq e in B
e n us G
c
• TV commercials
http://youtu.be/T7YRxO7GEpk
• Price tags appearing, famous stars doing their
shopping in the store
• message: dropping prices, pushing discounts,
rational decision
• Tesco mobile: they position the product as a
rational solution for easy problems, not pushing
idealistic dream worlds in the the commercial
http://youtu.be/jtraHuAcwSE

7. A vr in
det g
is
t h iq e in U
e n us H N
c
• Message: Very cheap prices,
Hungarian suppliers, but media
is full of its scandals
• Catalogues, Hungarians rely on
these
• Bilboards with only one core
message
• Rarely Tv spots

8. Simple, harmonazing colours,
TS O o k
E C .c .u easy to follow the layout

9. TS O o k
E C .c .u

10. TS O u
E C .h Do not know where to look at...

11. TS O u
E C .h Do not know where to look at...

12. Ite .K
nh U
• Market leader in the U.K
• 2,975 Tesco stores in the UK
• 260,000 Number of employees in UK, making
Tesco the biggest private sector employee
• Lost market share in the end of 2011 after losing
shoppers to upmarket and discount rivals
• The market share dropped under 30% (29,7%) -
first time since 2005

13. H n ay
ugr
• Entered the market in 1994
• 212 Tesco stores in Hungary
• Also market leader in Hungary
• 19% market share in Hungary

14. Thank you for your
attention