Case study 1
1. How can the selection of a specific Logo by a company contribute to the latter’s development throughout its history?
The selection of a short and easy to remember logo helps the company to break through into the market and leave its trace on it. Definitely, the consumers can easily link a company with its logo. However, the logo is more effective when referring to the company’s history. In order to clarify the above concept, one should consider Tesco’s example.
Tesco Company was founded in 1919 by Jack Cohen, an ex –army man, who set up a grocery business in London. In 1924, having purchased a shipment of tea from a company named T E Stockwell, Jack Cohen borrowed the first three letters of T E Stockwell, TES, added the suffix CO – the first two letters of his name – to it, forming the name TESCO and renaming his company after it.
2. What kind of strategy can adopt a company in order to be successful?
The strategy of advertising and promotion has been regarded as common-sense since for a very long time. Yet, the development and expansion of that kind of strategy into more efficient techniques has been widely adopted by many companies.
Promotion and advertising is all about communication and building a strong relationship with the customers and earning their trust. Upon this, many companies have adopted several methods in order to specify the needs, the wants and the demands of the consumers. One of those methods was the Customer Relationship Management (CMR) launched by Tesco.
It has always been a popular strategy for companies in the UK to distribute magazines to the consumers advertising their products in them, as well as offering discount coupons. What Tesco did though, was to customise those magazines so that they could perfectly fit each customer group’s lifestyle and needs. Therefore, Tesco produced over 150.000 different kinds of magazines each one having articles, advertisements of Tesco products and miscellaneous...