Tesco’s new CEO: I’m not a marketer by profession but I’m a marketer at heart
New boss Ken Murphy, who joined the retailer just six days ago, says he sees the Tesco brand as “central” to its strategy going forward.
By Sarah Vizard
Tesco’s new CEO Ken Murphy says he sees the Tesco brand as “central” to the retailer’s strategy as he looks to “drive forward” the business following an uplift in sales despite the pandemic.
Speaking to Marketing Week on a results call this morning, Murphy said one of his areas of focus will be further increasing Tesco brand perceptions.
Citing the ‘Brand of the Year’ recognition at the Marketing Week Masters awards last month, Tesco said that its brand net promoter score (NPS) is up two points. And the retailer pointed to improvements in both its quality and value scores, which were up by 350 and 530 basis points respectively.
That has led overall brand perceptions to their highest levels since 2011, with “improvements in customer ratings across the board”, according to CFO Alan Stewart.
“Dave [Lewis, former CEO] has done a brilliant job, together with Alessandra [Bellini, chief customer officer] and the marketing team, and really we plan to kick on again in terms of improving and increasing the perceptions of the Tesco brand over time. You’ll see even more from us around the Tesco brand,” he explained.
