Marketing Management
The relaunched of Tesco ‘Healthy Eating Initiative’
- A process of Continuous Improvement?
Syaiful Arief Syah Mohamed Said(814663)
History
• Launched in 1985
• A reactive decision by Tesco derived from:
 Media report on diet and eating patterns in UK that
established link poor diet and ill health
 demand and steady increased enquires from its customer
about nutritional values of the products and request from
people to make change to their diet.
• In 1987, Tesco was the first retailer that had nutrition information
on all its products
• As at today, more than 200 product lines available in Tesco store
that supports the initiatives
Why the Relaunching of Healthy Eating Initiatives Took Place
• The relaunching was in 1995 which 10 years after the initiative was
launched and part of its process improvement.
• Major review was carried out and consumer research again used in
assessing the changes that need to be done.
• 10 years grace period have change the consumer/market
pattern/requirements:
 new customer target market
 change in people lifestyle/perception
 product range/extension
 to maintain its current position as a market leader in Healthy Eating
Product
Relaunching is Part of Process Improvement
‘ongoing effort to improve products, services or processes’
The relaunching of Healthy Eating Initiatives should be seen as a continuous
process improvement:
 The first launched was in 1984 was driven by market demand
 Changes in market trend and consumer demand
 Strengthen Tesco position as market leader in healthy eating products
 Opportunity to introduce new product range with improved nutritional
value
 Explore to lower down the cost
Due to Tesco’s success in this healthy eating product, t83 per cent of the
products that come under the new healthy living brand are benchmarked
against Tesco’s other own-brand ranges to ensure they match on flavour