Mark Ritson: Tesco's 'fake farms' are a real headache for its own-label strategy
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The National Farmers Union has asked Trading Standards to investigate Tesco over brands named after fictional farms, on the grounds that consumers believe they are exclusively UK-sourced. An adverse ruling would hurt its ability to compete with Aldi's private label brands.
The best way to understand Tesco and the state of its business is to ignore the analysts and just watch what it does with its private labels. I say that because…
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How own-label brands are dialling up desirability
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Post Covid-19: A BBH briefing to marketing leaders
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Mark Ritson on the 'brilliant piece of BS' D2C might be » Strategy
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Mark Ritson; 5 Marketing Things That Matter
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Tesco Claims Its 'relentless Focus' On Value Is Paying Off, 53% OFF
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Mark Ritson - Marketing Week columnist
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Mark Ritson: Brand equity must drive communications
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Courier 1319 by The Courier Online - Issuu
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How own-label brands are dialling up desirability
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5 things that mattered this week
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Euro Weekly News - Costa Blanca North 20 - 26 June 2019 Issue 1772 by Euro Weekly News Media S.A. - Issuu