This presentation analyzes Tesco's marketing strategy, focusing on how the company builds and maintains customer loyalty. Tesco places its Clubcard scheme at the heart of its promotional activities, utilizing TV, radio, and newspaper advertising to increase awareness and participation. The strategy aims to retain existing customers, attract new ones, and enhance the overall shopping experience. By implementing dialectic labeling for healthy eating, sponsoring local events, developing regional offices to support suppliers, and responding to customer preferences, Tesco ensures timely product availability and customer satisfaction. Loyalty schemes, such as offers, rewards, and gift cards, further strengthen customer relationships and drive sales. By adopting the latest technology, promoting recycling, and continuously innovating, Tesco aims to solidify its position as a leading retailer through customer-centric marketing strategies.