Importance of Promotion in Marketing Mix - A Case Study of Tesco

This document discusses the importance of promotion in the marketing mix and its impact on sales and profitability. It focuses on a case study of Tesco, a multinational retailer, and explores how the company uses various promotional strategies to create brand awareness and reach untapped markets. The document also highlights Tesco's loyalty program and online presence as effective promotional tools.

Marketing Mix is an important model in marketing that is
used by an organization in order to promote its products or
brands within the market. It comprises of four Ps- Product,
Price, Place and Promotion. Organization chosen for this
poster is Tesco, which is a multinational retailer of
groceries and general merchandise. The poster explains
Promotion aspect for the company, which comprises of all
the activities that are carried out in order to make the
products of the company known to the customers.
This is one of the reasons why Tesco has got a large base
of customers who are loyal to it. This loyalty program also
helps the company in managing its stocks in an effective
manner. Customers are sometimes offered personalized
offers, rewards and bonuses. This keeps them satisfied and
also contributes to the company’s performance. With the
help of effective promotions, Tesco has been able to
differentiate itself and its products from other brands in a
very efficient manner. Its promotions also act as a source
of information for the customers as they get to know about
what offers and discounts the company is running on its
products.
It helps in creating brand awareness and reaching out to
various untapped markets by opting for various kinds of
media like newspapers, magazines, television, billboards
etc. Tesco is a company that is recognized by people
across the world. The company sells its products at low
prices and its promotional activities are basically based
on this theme. The company uses various channels to
promote its products like television, hoardings and
charitable events.
In order to further promote its products, Tesco offers
loyalty cards to all its customers that allow it to target its
customers. Apart from this, the company offers various
promotional discounts to its customers like “Buy One
Get One Free” etc. Tesco has also got a presence online
wherein its sell and promotes its products. Tesco also
uses various other forms of promoting its products like
it runs a loyalty program named Club card that offers an
access to a wide range of offers and discounts to the
customers.
Instructions to Business Studies
Introduction – Background and context of the research
References
Abdelkafi, N. and Täuscher, K., 2016. Business models for
sustainability from a system dynamics perspective.
Organization & Environment. 29(1). pp.74-96.
Dyllick, T. and Muff, K., 2016. Clarifying the meaning of
sustainable business: Introducing a typology from
business-as-usual to true business sustainability.
Organization & Environment. 29(2). pp.156-174.
Conclusion
Promotion
Promotion is one of the Ps of marketing mix, which can be
defined as all the activities that are carried out by an
organization in order to promote and make the customers
aware about its products and services. There are many
ways in which an organization can promote its products,
these include advertising, marketing campaigns, word or
mouth, direct marketing, contests, prizes, consumer
schemes etc. If the process of promotion is carried out
effectively, the company can benefit from it in many ways.
Also, promotional strategies that are designed effectively
and carefully, ensure long-term success for the company. It
is important because it helps the customers in finding out
about the products and services that are offered by the
company.
From the poster, it can be concluded that promotion is an
important component for a company as it helps in creating
awareness among customers. It also significantly
contributes to the overall sales and profitability of the
company.