The Hypermarket War Between Giant and Tesco!
Sunday – 8.36 pm. While waiting for my food, I was browsing through The Star when a full page color ad caught my attention… It’s Giant‘s revenge ad against Tesco. On the top left side of the page – Giant’s logo. Below it lies the headline. It says… AlWAYS CHEAPER THAN MALAYSIA’s MISLEADING (tesco’s lookalike logo with tesco font, colors and a UK flag).
Giant’s receipt vs Tesco’s receipt. In this ad Giant lists a few of their products vs Tesco’s and the total price indicating Giant is cheaper. (they always pick their lower priced products vs another’s higher price product). I was thinking, Ah… the hypermarket war has continued! This i believe started few years back when Carrefour attacked both Giant and Tesco with their receipt comparison. Seems like the war continues…
But this is not what *shocked* me… I turned to the next page and saw…
Another full page ad that looks the same with the previous page’s ad. But it’s not a Giant ad. It’s a Cold Storage ad. I said “wooh!”, another bang on Tesco. I turned the page and this time it’s Guardian vs Tesco and i said “Wow!”. A hypermarket (Giant), supermarket (Cold Storage) and even beauty and health store (Guardian) attacking one ‘giant’ hypermarket Tesco. This is interesting…
The funny thing about this is, Carrefour may be laughing, look at the boys, they are fighting each other. My question is, will Carrefour join in the fight soon? Since Giant, Cold Storage and Guardian has ganged up on Tesco, will Tesco and other foreign players gang up too? If two big players are pulling each other’s hair, what’s the best strategy Carrefour can execute right now? Will Tesco make a counter attack? Does all this ‘i am cheaper than X’ marketing plans really drive more sales? Say it does drive traffc to the stores and the consumers need some help and the helper at the hypermarket doesn’t seem to be helpful, will the consumer choose price over service?
Let’s stay tuned to the War of the Hypermarkets, their new marketing and pricing strategies.
Sales Ninja Grandmaster
// The Hypermarket War Between Giant and Tesco!
// By Hanzo Ng, Sales Ninja Grandmaster
Hanzo Ng has been called the ‘most influential sales trainer’ by his participants and is highly demanded for his unconventional Sales Ninja training programmes. He is also the author of Secrets of the Sales Ninja, available in major bookstores in Malaysia and Singapore.
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