"Andy Hall" wrote in message
...
On Sun, 19 Jun 2005 23:39:06 +0100, "Mike" wrote:


"Andy Hall" wrote in message
.. .
On Sun, 19 Jun 2005 22:17:45 +0100, "Doctor Evil"
wrote:


Tesco have three tiers of products to appeal to all class types.

What on earth ware you talking about?
Do you really believe that
people choose products and where to
shop based on "class"?

That is what Tesco found, and that is one of the reasons for their
immense
success.

Price points certainly... but "class"?

Where is the correlation?

Not quite 'class' in the classic use,

Exactly, and that was my point.

but apparently Tesco analyse every
purchase made using their clubcard and found a correlation between the
Tesco
brands - Finest, Standard and Value and the ABC.../123whatever bands
people
are divided into.

The socio-economic groups with letter and number systems. Originally,
these were divided according to occupation and increasingly the
marketeers found them to be too generalistic.

You have missed it. A flyer aimed the council estate will be generalistic
and will not have a large section on wine but concentrate on cheap beer and
value foods. The working class wife will go to Tosco maybe see a nice
bottle of wine for fathers day and buy it, with out have to change shops.
Tosco have managed what others thought impossible in that they attract all
class of people into one shop.

The man who took them from near disappearing in the 1980s with a cheap
image, was a Mr Lehey (sp), who was European businessman of the year a few
years ago, who is an Everton fan and that is why the Tesco bags are blue and
white. He was brought up on a council estate in Liverpool, which many
attribute to his understanding a greater range of people than the typical
blinkered upper middle class management type. More amazing facts presented
by Doctor Evil.