THIS WEEK: Tesco brands in export assault

Europe as Tesco Export becomes more important to the retailer’s long-

term strategy.

Tesco has been selling its products through a range of resellers in

Europe for some time, though it’s been unwilling to acknowledge it.

Tesco Export demonstrates the importance Tesco is now placing on brand

recognition in Europe. The division will now be placed alongside Metro,

Express, Direct and Vin Plus in its brand family tree.

A number of other supermarket chains are looking to Europe as a possible

market.

Safeway is exploring European opportunities as part of an 11-member

international marketing group called Associated Marketing Services. Its

self-scan trial came out of discussions with fellow member Ahold of

Holland.

Sainsbury’s has also been looking for European and UK partners for its

Classic Cola brand, to be sold outside the normal Sainsbury’s superstore

environment.

Tesco has accelerated its European expansion. In November it acquired a

79% share in the Polish chain Savia, to add to its 71% stake in

Hungarian chain Global.

Tesco products have normally been targeted at areas such as Malta or

Gibraltar which have strong expatriate communities, but other areas such

as France and Germany are also being targeted.

The company said its export division has existed for some time and that

it would continue its role looking at developing international markets.