Marketing Mix and Marketing Plan for Tesco

This document discusses the ways to apply marketing mix in planning process to achieve business objectives and presents a marketing plan for Tesco. It explores how Tesco uses the 7Ps of marketing, including product, price, promotion, place, people, process, and physical evidence, to attract customers and increase sales. The marketing plan focuses on Tesco's mission of being affordable and providing a wide range of products, its use of digital marketing and loyalty cards, and its strategies for addressing customer grievances and enhancing the customer experience.

Assessment 2

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P3) Ways to apply marketing mix in planning process to achieve business objectives.............3
TASK3.............................................................................................................................................6
P4) Marketing plan for an organisation......................................................................................6
CONCLUSION ...............................................................................................................................7
References........................................................................................................................................8
Books and Journal.......................................................................................................................8

INTRODUCTION
Marketing refers to all the steps taken by the company to attract the potential customers
towards their project. Tesco operates in UK and other number of countries and became 3rd in
largest supermarkets which have 2200 stores all over the world. Tesco offers large number of
products to its customers at one place only. With the growing competition in the market Tesco
alsoi have various competitors in the market such as Aldi, Lidl, Sainsbury's etc. This report
contain the marketing mix of the Tesco in compare of its competitor Sainsbury's and also
contains a marketing plan for the organisation to grow in efficient manner.
TASK
P3) Ways to apply marketing mix in planning process to achieve business objectives
7P's TESCO Sainsbury's
Product A wide range of products are
offered by Tesco which
includes both food and non
food items like clothing,
electronics, phones, etc. with
this the company also offers
products of own brand(Aji,
Nadhila and Sanny, 2020). The
company also increase its
product portfolio online by
which they are able to serve
wide range of customers. They
use loyalty cards to gather
information of the product to
develop them in future.
Sainsbury's is a supermarket in
UK offers various of products
which includes a lot of items
like variety of clothing,
electronics, mobile phones,
food items, etc. as well as the
products of their own brand
which increase sales and
profitability of the company.
They also use loyalty cards to
update themselves about the
product and services to
develop them in future.
Price The average of the consumers
are sensitive to the price in
UK. Due to this in most of the
Sainsbury's use competitive
price strategy to survive in the
competitive market as ost of

situations the consumers can
easily switch to another
retailer with the very little
difference in prices also. So
they use competitive price
strategy to deal with the
pricing of the product. Tesco's
mission statement says that
company has a mission of
being affordable top their
customers where they can set
the product prices in the
competitive market.
the customers are price
sensitive and can switch to
another store with little price
difference(Byun and Kim,
2020). Sainsbury's when get a
image of not a pocket-friendly
store in Northern Ireland
comes up with the scheme of
money back coupons in the
market in which if the
customer finds their cart value
expensive in compare to other
supermarket then they will
provide their customer the
money back coupon.
Promotion Tesco uses the modified style
of direct marketing for their
promotion of product where
they use the information
gathered from loyalty cards are
used in anticipation of
consumer needs and wants and
then on the basis of the
shopping trends, customers are
batched in different
groups(Gaikwad, 2020).
According to the group the
company contact with the
customers about the offers on
the product they may need in
the near future. It also users
Sainbury's uses limited stage
of direct marketing. It uses the
Nector loyalty card method to
improve the sales and gather
information about the
consumers shopping
behaviour and create discounts
on the basis of anticipation of
needs of the consumers.
Recently the company put
efforts for advertisement on
television, radio and field
marketing. But Sainsbury's has
brilliance in in-store
advertisement like the
initiative by them “feed your

other modes like advertising
on television, radio,
newspapers, etc. and it helps
the company to get a brand
image.
Family in £50” and use the
seasonal campaign(Johnson,
2020).
Place In respect of the business place
refers to the network of
distribution and its strategic
position(Kleinjohann, and
Reinecke, 2020). Tesco across
the UK maintains over 1800
stores which are divided into
different sections and are
designed differently to meet
the needs of targeted
customers and even are
accordingly categorised as
express stores, metro stores,
etc.
Sainsbury maintains over a
total of 934 stores which are
categorised as 557
supermarkets and 337 are the
convenience stores and are
distributed across the UK. It
ensures the wide network of
distribution to sainsbury's and
enhance its strategic position.
People Tesco has a great staff in the
stores as sales assistants which
help them get a great response
from their customers. It
organise so many programmes
for their customers such as
Save As You Earn, Colleague
privilege card and many more
to win loyalty of their workers
which helps them to make
their staff highly competent.
Sainsbury's has a great staff
behind its great success. It
gives so many slogans to
motivate the personnel and
gives a graduate scheme to
develop potential leadwe4rs
for the role of seniors in the
company called “2020
leaders”

Process The process in Tesco refers to
the process of making their
customers happy either by
easy and speedy billing service
or easy procurement of
product inside the store online
as well as offline or paying
attention towards the
grievances of customers and
solve their issues.
The process in Sainsbury's is
all the steps taken by the
company for the excellent
customer experience such as
arrangements of products in
the store, fast billing service,
attention on their complains
and address them in time.
Physical Evidence Tesco doesn't spend much on
furbishing their stores even the
y have neat and clean stores
with well categorised products
attract more customers in the
store.
Sainsbury's stores are properly
elaborated for their customers
and looks attractive to the
customer to the product they
need(Uzunboylu, Melanthiou
and Papasolomou, 2020).
TASK3
P4) Marketing plan for an organisation
The Marketing plan refers to the strategy of the organisation related to the marketing of the
organisation for near future. The strategy focuses on developing a unique way of making
themselves known in the market which includes adhesive tools to enhance marketing and
advertising goals and it can be achieved either by better online display, excellent store decor,
after sales support, etc. The marketing plan is helpful for the organisation in bringing
transparency of the organisation to its buyers which builds a goodwill,trust and image of the
organisation in the eyes of its targeted customers as well as its existing customers. Tesco's tagline
“Every Little Helps” is sufficient to understand the market strategy of the company as it is going
on its own word by helping its customers with every little thing to be possible to attain at one
place only. Tesco doesn't like to elaborate its stores like Sainsbury's and other grocery stores and
feels pointless on spending much on stores rather it spends on advertising its products. The Tesco
likes their store clean and easily accessible even the website of the company is designed in a way

that it can be easily accessible which helps the company to get new customers(Kreutzer and
Vousoghi, 2020). It is the advantage for the company as it also helps the company to earn more
than their competitors. Tesco's mission is to provide affordable prices of the products to its
potential customers which creates a positive image of the organisation in its market segment.
Tesco also introduce products of its own brand which not only increases its sales and profit but
also create competition for the suppliers of the products which affects the price of the product.
The another element of the plan focuses on the dynamic business trends to capture it and rule on
the market. Another strategy of Tesco is digital marketing, it already advertise on television,
newspaper, radios, etc but now Tesco should advertise on the digital media or social media to
attract the most of the customers and be a brand for their target customers. Tesco has a loyalty
card policy to record the grievances of the customers and help them to address the same in time.
This is also a great strategy for the company to attract more sales and profitability. Tesco also
initiate a new policy of direct marketing in which it collects the data from the loyalty cards
offered to their customers and mainol opr message them on their important events like birthdays,
anniversaries, festivals or seasonal sales and offer them discounts on the products according to
their buying behaviours and also provide facility to deliver direct to the doors of the customers.
This makes more consumers to be attracted, with the going trend it is employing more techno
friendly techniques which makes it ease for the potential customers to visit the portal and
purchase(Varonen, 2020).
CONCLUSION
From the above study, it is clear that Tesco is the well established and one of the largest
supermarkets of the world which offers various products to their potential customers. In the short
period Tesco has attain a great success in the market, it not only open various stores in domestic
as well as international market but also able to manufacture its own product and launch them
with its own brand. The competitors had to face a tough challenge to go on making diverse plans
to compete Tesco. The organisation follows very unique marketing strategies and plans to make
their working and sales smooth. The brand has focused on enhancing quality and non making
buyers suffer with scarce quantity going in hand on hand with high sales.

References
Books and Journal
Aji, P., Nadhila, V. and Sanny, L., 2020. Effect of social media marketing on Instagram towards
purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International
Journal of Data and Network Science, 4(2), pp.91-104.
Byun, M. and Kim, H., 2020. A Study on the Influence of Service Nature by Service Industry on
Job Performance. The Journal of the Korea Contents Association, 20(4), pp.331-347.
Gaikwad, D.D., 2020. Current Scenario of Different Type of Services Marketing and Delivery in
Customer Relationship Management. International Journal of Engineering and
Management Research, 10.
Johnson, B., 2020. A Study of the Marketing Analysis concerning Mind the Gap: A Wall-Bed
Space Saving Platform.
Kleinjohann, M. and Reinecke, V., 2020. Marketingkommunikation mit der Generation Z:
Erfolgsfaktoren für das Marketing mit Digital Natives. Springer-Verlag.
Kreutzer, R.T. and Vousoghi, D.S., 2020. Voice-Marketing–Ziele, Inhalte, Lösungskonzepte.
In Voice-Marketing (pp. 13-59). Springer Gabler, Wiesbaden.
Uzunboylu, N., Melanthiou, Y. and Papasolomou, I., 2020. Hello Brand, let’s take a
selfie. Qualitative Market Research: An International Journal.
Varonen, K., 2020. Essentials of customer experience in demanding medical rehabilitation:
Case-study in a private physiotherapy clinic.