Marketing Mix and Communication Mix Strategies of TESCO

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing mix:.......................................................................................................................3
Discuss the key elements of the communications mix. .........................................................4
PART 2............................................................................................................................................5
Social media channel as a part of brand's company's communication channels strategy......5
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing strategy is refereed as the business plan to reach the perspective customer and
then turning of individuals into final customers. Marketing strategy is used for the purpose of
valuing proposition (Chaffey and Ellis-Chadwick, 2019). Present report is based on making a
detailed analysis of marketing mix strategies and further there is discussion of the key elements
that are part of communication mix. Further in part two there is analysis of the existing social
media channels that are used by the brand as their communications strategy and use of examples
for the purpose of illustration of the concept.
PART 1
Marketing mix:
Marketing mix analysis is used to analyse the 4P strategy of business. There are many
marketing strategies that are formed by application of 4 Ps of marketing. It assist organisations to
widely use this framework to form their future strategies. Present article is based on evaluation of
different strategies that are used by TESCO as mentioned below:
Products: TESCO is dealing in wide range of products offerings at its various stores. He
wide range of products includes the beverages, frozen food, home & garden products, sports &
leisure products, toddler and baby products, health & beauty products, books & entertainment.
TESCO also have their own brands that includes Everyday value (Chaffey and Smith, 2017).
TESCO lotus. TESCO bank, TESCO choice, TESCO value. TESCO has been involved in using
different digital marketing platforms. They also have 33 food categories and product lines.
Further TESCO is having different types of stores that is offering wide variety of products.
Promotional: TESCO is focussing on use of video content for the purpose of celebrating
the importance of home cooking. They are using video content to inspire people to cook. This
video content is uploaded on various social media platforms such as snap chat, Instagram and
Facebook. It is leading to a interactive scenario established with their target segment of
customers.
Price: TESCO is willing top maintain their low price scenario by focussing on reducing
the price of their products so that they are able to maintain their low price position. This brand is
willing to take benefits from economies of scale so that they are able to surpass all the

expectations of their customers. This value of TESCO is highlighted by offering attractive
loyalty programs,. Campaigns to their customers.
Place: TESCO is tracking their transformation process through brick, digital and online
ages. They are managing and dealing with the challenges at each stage of managing their
physical as well as online stores. Its headquarters are present in England and they are also use
two major channels of distribution for their products & service both offline and online mediums.
Above mentioned are different marketing mix strategies that are associated with TESCO
and way the brand is making use of their existing range of products and prices for the purpose of
promoting their brand on different platforms of digital marketing.
Discuss the key elements of the communications mix.
Marketing is a broad business function that include various activities such as product
research, development, merchandise, distribution process. Communication mix is regarded as use
of specific methods for promotion of a brand or products for target segment of customers. There
are certain elements of promotional mix that includes event sportsmanship, running of a
campaign.
The advertising element: It is one of the prominent element of communication mix.
Advertising and marketing includes all the messages that business have to deliver through a
medium to reach the target segment of customers. It includes TESCO club-card service that is
build up with a element of attractive club card services that is offered to customers of TESCO
with additional discounts (Dwivedi, and et. al., 2020). These services are helping TESCO in
studying the overall demand patterns of their customers which further creates a scenario of
suitable strategy formulation.
Personal selling and direct marketing: Personal selling is integrated with the direct
marketing element. Many organisations are using a extensive sales forces where the distribution
channel;s suppliers are using sales people for promotion of products for the target segment of
customers. TYESCO is advertising its meal deals and other product categories by use of different
types of commercials (Goldfarb and Tucker, 2019). There is use of posters, hoarding in public
places, billboards, leaflets that are effectively used for messaging their customers and informing
them about the new launches that are made by this organisation. They are also making use of
certain catchphrase such as “Buy any of these for 3 pounds” all of these are simple & helping
TESCO in attracting their target segment of customers.