This demonstrates that Tesco’s pricing initiatives – I had blogged about them, read my postings dated September 28 & October 25, 2011 – have not fared well, having failed to lure customers away from its competitors, particularly Asda and Sainsbury's, both of which gave out many vouchers.
As a result, Carolyn Bradley, the UK marketing director who oversaw the Big Price Drop Campaign has been replaced by David Wood, the commercial director of its Hungary business. Bradley moved to a new role as group brand director working for the group. I am stumped. If she could not succeed in marketing, what makes the supermarket group think she will succeed in branding? I hope people won’t think that failed marketers can simply re-invent themselves as branding experts! This is totally not true!