Digital and Social Media Marketing: A Case Study of Tesco

This report evaluates the meaning and concept of marketing, factors of marketing mix, digital and social media marketing with an example of Tesco. It also includes effective campaigns of some UK companies.

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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Meaning and concept of marketing..............................................................................................3
The marketing mix is and where the communications mix fits...................................................3
Meaning and concept of digital marketing..................................................................................4
Evaluation of social media marketing (SMM).............................................................................4
Digital marketing and social media marketing are all important to contemporary businesses. . .5
Two examples of social media contents that really works..........................................................5
Explaining effective campaigns of some UK companies............................................................6
CONCLUSION:...............................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Digital marketing states that advertisement delivered to the targeted audience through
online platform like social media, email, mobile apps and websites. This report will be prepared
on the case study of Tesco company. It is the 3rd largest retail store of groceries in the world in
terms of revenue (Saura, 2021). Moreover, this report will study the meaning and concept of
marketing. In addition to this, report will also evaluate the factors of marketing mix. It includes
product, price, place and promotion. Digital and social media marketing will be studied deeply
with an example. Some screen shots will be included to analyse effective campaign.
MAIN BODY
Meaning and concept of marketing
Marketing is the process or activity in order to stimulate demand for purchase of product
and services. It includes advertising, delivering, selling products and services to customers. In
the present dynamic environment, marketing plays very crucial role in the growth of the
company (Herhausen and et.al., 2020). Marketing is done in order to retain old customer and
attract the new one. Further, Tesco company use different type of marketing techniques like new
paper print, media advertisement etc. The aim of the marketing is to make people aware about
new product and services. Marketing is connected with all aspect of the Tesco which include
product development, sales, advertisement and distribution methods.
The marketing mix is and where the communications mix fits
Marketing mix focuses on 4 factors of that is product, price, place and promotion. Under
the head of product, Tesco offer varieties of product which include clothes, food, electronic
items and financial services etc. Moreover, product line of the Tesco focuses on fulfilling desired
needs of the customer. In addition to this it is expanded to the online marketing sector. It also
offers wide range of product of different brands, regional manufacturer and international cuisine
etc. Second p's of marketing mix is price. Tesco has maintained standard low price without
compromising the quality of goods. Due to low price, it gets higher customer base and reduce the
competition from the market (Hanlon, 2019). Place is also one of the factor which need to be
considered to established their brand in consumer's mind. Tesco products are spread worldwide
and it offers two modes of distribution online and offline. Under the promotion factor, Tesco is
taking advantage of low price. The main aim of Tesco is to create a brand image in the market in

order to generate more profit. Company use advertisement strategies, discounts, offers to attract
more and more customer.
Communication mix include all those tools which are used to communicate with their
potential customer. Moreover, communication can be done through advertisement, product
packaging, websites and direct marketing etc. The main objective of marketing mix is to add
some value in product (De Pelsmacker, Van Tilburg and Holthof, 2018). Communication mix
include different factors like advertisement, personal selling, sales promotion, public relations,
direct marketing and packaging. Tesco make marketing communication plan which is the
combination of different communication channel. This is done to make sure that the message of
the business reaches to the potential consumer. Advertising is one of the factor of
communication mix and also connected to promotion factor of marketing mix. As it is used to
make people aware about new offer, discount, new launch product etc. Personal selling is also
connected to place under the marketing mix. As company maintain their relation with customer
by facilitating personal selling and direct marketing. Moreover, sales promotion is related to the
promotion and pricing strategy of marketing mix. Further, it is because Tesco adopt different
pricing techniques to increase their sales and building the bond between company and consumer.
Meaning and concept of digital marketing
Digital marketing states that advertising through digital channel like websites, emails and
mobile apps. With the helps of online media channel, company can endorse goods and services
to make people aware about the brands offer by company. It can be shown in different forms like
videos, social media post and display videos. It is also called as online marketing which helps to
connect with the whole world. Tesco advertise their product to make their customer aware
related to the new product expansion, discounts, offers etc. and take immediate feedback in order
to improve (Pandey, Nayal and Rathore, 2020). Digital marketing include different type of
marketing like content, social media, mobile, email and influence etc.
Evaluation of social media marketing (SMM)
Social media marketing is used to advertise with the help of social media platform like
Instagram, Facebook and what's app etc. SMM consistently warm up potential consumer by
using social media networks for their business (Krishen and et.al., 2021). Moreover, it
encourages the customer to contribute and provide their feedback on immediate basis. Moreover,

it delivers new ideas and trends to make their customer aware related to the discounts, offers,
fashion etc. As it is two-way communication channel which makes a good connection between
Tesco and customer. In addition to this, SMM is done through Instagram, what app, Facebook,
you-tube etc.
Digital marketing and social media marketing are all important to contemporary businesses
Digital and social media marketing is important because Tesco can get connected with
their potential customer by providing regular information. Moreover, it helps to attract and retain
higher customer base with the small budget. With the helps of social media marketing, company
can increase their return on investment because the cost of advertisement is lesser than the
revenue earned. In addition to this, it is important to make their customer aware related to the
new brand, product and services which create loyalty for the long term survival in the market.
Further, with help of digital marketing, company can monitor their campaign and optimized it for
the better result. Tesco tracks their campaign performance because it is easy to fix by adopting
new changes.
Two examples of social media contents that really works
From the above picture of Tesco it is clearly shown that it has lot of views on every post
that clearly indicated that social media has power to enhance the customer base in very easy
manner(Bilgin, 2018). Also tesco has a powerful tools that are adopted by the firm so that it can
enhance the customer service in an effective and efficient manner. Social media has power to

influence the customer to purchase those goods which seems to be attracted in pictures and are
ready to take goods even while paying little higher prices. It also uses this tool to gauge what
excatly the customers wanted and what all offers can be provided through checking relative posts
comments.Moreover customers tend to choose those products that sparked their emotional
resonance. With the power of social media tesco was able to sell half million of Freddo bars in
one week.
Another example is of Marks and Spencer that is test and learn mode particularly when it posts
of food business as they are mostly organic food posts to understand closely what its users wants
and how it can change it practices so that most of the customers liked and purchased the product
in a short period(Drummond, O'Toole and McGrath, 2020). The aim of marks and Spencer was
to create meaningful engagement so that good content ideas can be given in the future. These
stories have high impact on reaching the target audience.
Explaining effective campaigns of some UK companies.
SAINSBURY:

From the above picture of Sainsbury marketing it can be clearly said that every organization top
priority is customers and business are ready to give extra efforts for each and every buyer
Therefore in this regard the quoted firm has adopted one of effective marketing campaign earlier
to change tiger bread name as giraffe bread(Venciūtė, 2018). This campaign can be explained
through an effective digital marketing model of 10 Cs of marketing that is used to review the
organization website and related marketing communication with the customers to see how they
are managed. This includes the following things:
Customer: This means organization main motive is to attract large number of buyers and build
customer satisfaction that helps to increase the profits of company. Moreover, in context of
quoted firm the campaign of changing the name was done through interactive communication
between organization and customers. It was done through letters and reviews in which they
suggested that bread looks like giraffe instead of tiger stripes.
Corporate culture: It is very important to have common goals and objectives to have unique
vision and commitment. Also in context of Sainsbury main motive of internet marketing was to
attract large number of customers through such campaigns(Mukherjee, 2019).
Convenience: Digital technologies have helped the companies to connect better with the
customers through keeping updated with all the offers, discounts, campaigns that can be easily
accessed through internet connection and mobile phones.
Competition : Various price comparison sited helps the customers to know better prices, new
products and discounts offered by the quoted firm.

Communication: Email marketing campaigns by the quoted firm was a great success for the
giraffe bread selling.
Consistency: While operating in virtual and physical world Sainsbury has ensured consistency
of brand positioning through keeping similar offline and online behaviour with their customers
so that they can easily rely on the product quality(Felix, Rauschnabel and Hinsch, 2017).
Creative content: Website content like that of bread in quoted firm was helpful in increasing the
brand building and attracting more customers because of its popularity of product.
Customization: Customized benefits made for the customers help them to purchase more of
those products that they feel is able to meet their demands and expectations. Sainsbury is
benefited through gaining competitive advantage in the market.
Coordination: Effective IT structure and e-commerce department has helped Sainsbury firm to
sell large number of breads even to potential customers in short period with minimum efforts and
costs.
Control: Internet has helped the quoted firm through enhancing customer relationship that has
helped the Sainsbury to earn good amount of profits over the years through establishing efficient
online control on various social media platforms.
TESCO:

This is from campaign name 'Prices That Take You Back’ of Tesco that was celebrating 100
years in 2019. It helped in making marketing more effective through using nostalgic elements
such as Mr. Motivator, Morph and Mr. Blobby(Ibrahim, 2021). The campaign was launched in
January just after the Christmas that helped in huge sales. This can be understood through
Honeycomb model of social media marketing strategy where each aspect is described as
follows.
 Sharing: In the above case the customers get information and is shared through various
social media platforms and in different Tesco outlets.
 Presence: Quick response of queries by Tesco workers on various online platforms and
also providing appropriate location and address of the outlets help more customers to
reach easily.
 Relationships: Effective B2C relationships of the quoted firm has helped to build greater
customer loyalty and increase the number of transaction over the past years.
 Identity: Social media helps to reveal identity so that target audience needs can be easily
identified and met(The Honeycomb model for social media strategy,2021).
 Conversations: Interactions in form of comments, messages or likes etc. help the quoted
firm to overcome the gap between the sellers and buyers.
 Reputation: The success and popularity of campaign of the quoted firm was identified
through number of likes, follower counts, blue ticks, purchases etc. on social media.
 Groups: There are various groups formed on social media through which information of
the latest brand, offers, prices etc. is shared successfully. The quoted firm has earned the
opportunity by turning the groups into marketing channel.
CONCLUSION:
From above report it can be concluded that marketing is an essential activity in any
organization to sell manufactured goods in large markets. Also, marketing mix helps the firm to
develop efficient marketing strategies. Moreover, study has summarized the importance of
digital marketing and social media marketing in era of high competitions. Further, significance
of social media content had been explained through various examples and campaigns done by
organizations. Lastly, established digital marketing model had applied to understand the
effectiveness in operations of firms.

REFERENCES
Books and journals
Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand
image and brand loyalty. Business & Management Studies: An International Journal.6(1).
pp.128-148.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management. 72.
pp.47-55.
Drummond, C., O'Toole, T. and McGrath, H., 2020. Digital engagement strategies and tactics in
social media marketing. European Journal of Marketing.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research. 70. pp.118-126.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Herhausen, D. and et.al., 2020. The digital marketing capabilities gap. Industrial Marketing
Management. 90. pp.276-290.
Ibrahim, B., 2021. Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis
Examination. Journal of Promotion Management, pp.1-31.
Krishen, A. S. and et.al., 2021. A broad overview of interactive digital marketing: A bibliometric
network analysis. Journal of Business Research. 131. pp.183-195.
Mukherjee, K., 2019. Social media marketing and customers’ passion for brands. Marketing
intelligence & planning.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business & Industrial
Marketing.
Saura, J. R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge. 6(2). pp.92-102.
Venciūtė, D., 2018. Social media marketing–from tool to capability. Organizacijų vadyba:
sisteminiai tyrimai. (79). pp.131-145.
Online references
Digital Marketing. 2021. [Online]. Available through <https://www.marketo.com/digital-
marketing/#:~:text=At%20a%20high%20level%2C%20digital,goods%2C%20services
%2C%20and%20brands.>

The Honeycomb model for social media strategy. 2021. [Online]. Available
through:<https://www.targetinternet.com/the-honeycomb-model-for-social-media-strategy/>.