Marketing Communications Plan for TESCO

This report focuses on developing a marketing communications plan for TESCO, a British multinational grocery organization, to establish effective communication with customers. It includes an analysis of the company's positioning and branding, identification of target audience, overview of marketing objectives, and the use of communication strategies to attract and retain customers. The report also provides an example of a promotional campaign to meet the objectives.

MARKETING
COMMUNICATIONS
PLAN

Table of Contents
Introduction .....................................................................................................................................3
Main Body.......................................................................................................................................3
Executive summary.....................................................................................................................3
Brief introduction to the company/event/organisation/experience ............................................3
Brief situational analysis (e.g. SWOT).......................................................................................3
Positioning and branding, and identification of the target audience(s) ......................................3
Outline of the overall marketing objectives ...............................................................................3
Marketing communications mix overview..................................................................................3
An example of a promotional campaign that will meet at least one of the objectives................3
Conclusion ......................................................................................................................................3
References .......................................................................................................................................4
.........................................................................................................................................................4

Introduction
The report revolves around the marking communicative strategy for TESCO, developed
in order to establish a one way as well as a two way communication between the organization
and its customers. TESCO is a British multinational grocery based organization with its
headquarters in Welwyn Garden City, England. The report revolves around developing an
understanding of various components of marketing mix along with an analysis of how different
marketing strategies can be used to establish and manage the flow of communication and
synchronize all of these factors together to create a communication channel between the
organisation and its customers. A good communication channel enables the flow of information
from organization and their customers and directly effects customer satisfaction. Active
monitoring in communication can also help an organization in filtering the information available
to the customers about the organization.
Main Body
Executive summary
The report revolves around the communication strategies undertaken by TESCO Ltd. In
order to establish a free flow of communication between the organization and its customers. The
report discusses a brief introduction about TESCO Ltd in order to lay an outline for SWOT
Analysis (Hahm 2017).The SWOT analysis reflects internal strengths, weaknesses of TESCO
along with the opportunities that the organization have and potential threats from within the
organization itself. The report also focuses on positioning and branding of the organisation in
order to identify their target customers and design personalized marketing campaigns and
establish a two way communication between TESCO Ltd and its target customers. The
marketing plan for TESCO Ltd also focuses on outlining the overall marketing objectives and
overviewing the marketing mix adapted by the organisation. These all factors accumulate
together to use communication strategy as a tool for acquisition of potential customers and
retention of their existing customers (Alwi et al 2017).
Brief introduction to the company/event/organisation/experience
ESCO is a British multinational grocery based organization with its headquarters in
Welwyn Garden City, England. The organization is the leading grocery based online retail
business of UK. It's top competitors are Sainsbury, ASDA and Morison, although the growth

strategies undertaken by TESCO safeguards itself from threats arising due to active competition,
ASDA and Sainsbury fight for the second positioning while Morison is often situated at
forth(Johnson 2017). TESCO is actively supporting small grocery stores by making a tie-up with
them and creating a chain of retailers who are willing to sell their products online(Išoraitė 2016).
TESCO carry on their operations globally and are unable to outshine the massive competition in
the global market. The marketing strategies undertaken by TESCO are flawlessly effective. The
organisation takes help of omni-channel marketing and uses them to establish a two way
communication between the organisation and their customers(Kwilinski et al 2019). The biggest
strength of the organisation is its relationship with their customers which is developed by valuing
customers feedbacks and modifying their services accordingly.
Brief situational analysis
In order to analyse the situation better, SWOT Analysis methodology will be used as
follows:
Strengths:
 Relationship with their customers.
 Free flow of communication within the
organization.
 Effective management strategies.
 Presence of diversity in the workforce
enabling creativity in decision
making(Pogorelova et al 2016).
 The marketing and promotional
campaigns can be considered to be one
of the biggest strengths of TESCO.
Weaknesses:
 Non operational subsidiaries due to
vulnerability to external factors.
 Active competition have reduced the
organization's profit margin.
 Insufficient results in foreign markets
due to market expansion practices
based on underdeveloped market
research.
 High cost of inventory due to their
inability to adjust the inventory in
accordance to customer
preferences(Sanaei and Sobhani 2018).
 The organisation highly focuses on UK
and Europe market therefore limiting
their foreign market revenues.
Opportunities: Threats:

 Tie-up opportunities with many brands
in foreign markets.
 Opportunities to establish joint ventures
in foreign markets and use them as a
tool to improve market excellence.
 To grow their operations as well as
delivery in many areas as a tool to
maintain underperformance.
 Rising opportunities in private label
markets.
 Opportunities in retail market formats.
 Threat of active competition.
 Credit crunches and economic
rescission in global market post Covid-
19 situation.
 Eroding profit margins due to rise in
food prices all over the globe.
 Substantial hike in raw material price
trend.
 Dynamic government policies post
covid-19 situation.
Positioning and branding, and identification of the target audience(s)
TESCO as a brand hold a reputed equity in UK and Europe market. The organisation is
the leading supplier of groceries in their origin market. The target customer determination for the
organization is not a difficult task as consumers all over the globe needs groceries, the only thing
TESCO has to work on is geographical areas where they can extend their services(Sturiale and
Scuderi 2016). As tool of operations expansion the organization can use joint ventures in order to
have a better idea of market before they decide to expand their operational market.
Outline of the overall marketing objectives
The marketing objectives of TESCO revolves around aligning their focus on recovering
the funds they lost due to covid-19 pandemic. The post pandemic marketing objectives of the
organisation are using the accumulation of different digital as well as traditional marketing
strategies to boost market share by 40 percent in the next 12 months. The organization also plans
on enhancing their sales capabilities by 70 to 80 percent in next 12 months. The organization
also plans on developing a better communication between TESCO and their target customers.
Marketing communications mix overview
TESCO limited uses an accumulation of several digital marketing methodologies along
with many traditional marketing mix in order to establish a flawless communication between the
organisation and their target customers. The organization focuses on collecting data about their

customers and planning the communication mix in accordance to analysed results. The
organization uses a combination of active communicate methodologies over social media,
exhibition, website and events. The organization also focuses on filtering the information
available about them online. TESCO Ltd use these communication strategies to influence all the
stages of a customer decision making process(Tirawatnapong and Fernando 2018). The
organisation focuses on the principle of reputation management over digital space using their
communication strategies. The organisation uses active monitoring to communicate with their
customers over social media by replying to their feedbacks. If a customer posts a back review
about the organisation they use the principle of empathy in order to keep themselves in
customers shoes and assure the customers that these things will not happen in future again and
vice versa if a customer posts a goof review the organisation assures them that their experience
will only get better with future interactions.
An example of a promotional campaign that will meet at least one of the objectives
The organisation can use omni-channel communication mix in oSanaei, M.R. and
Sobhani, F.M., 2018. Information technology and e-business marketing strategy. Information
Technology and Management, 19(3), pp.185-196.rder to achieve their objective of sales
promotion by 70-80 percent in next 12 months. TESCO can use newspapers, magazines, radio,
television along with digital landscape to covey their messages to their target customers. The
organisation plans on using social media to provide physical evidences of their services by
making a tie up with influencers and posting unboxing videos(Vilnai-Yavetz and Levina 2018).
TESCO also plans on using the first unit of 7Ps of marketing i.e. price in order to attract more
customers. They plan on using price anchoring methodology and giving discounts and using their
active communication strategies to convey their message of discounts and use it as a tool to
attract more customers.
Conclusion
An active communication between the organisation and their customers is an
accumulation of omni-channel communication practices by the organisation. TESCO uses their
communication strategies as a too to attract more customers along with retention of their existing
customers. The report revolves around a brief introduction to TESCO, positioning and branding
along with ways to identify the target customers. The report also sheds light on the overall

marketing strategies undertaken by the organization along with overview of different marketing
communication mix. The report also uses an example to develop and evaluate a promotional
campaign that can be used to achieve at least one of the organisational objectives. The report
concludes that active communication can monitor and manage the information that the
organisation can make available and use as a tool to attract more customers.

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