A question of marketing

In recent weeks, Nestlé, the food giant, announced its intention to target the price-conscious consumer in peripheral Europe, based on relatively successful marketing initiatives in emerging economies. At the same time, Tesco announced its intention to expand its online offering around the world. The retailers have a double whammy on their hands: to secure brand loyalty in new territories and instigate recession-busting initiatives. A world of opportunity The concept of having to tailor products to new and changing environments is an interesting one. The success of products lies in the...