MBA Integrated Communications: Tesco Marketing Communication Report

This report delves into the integrated communication strategies of Tesco, a multinational retailer. It examines the application of various communication tools, including email, phone, and face-to-face interactions, within the organization. The report emphasizes the importance of a marketing communication plan, detailing its components such as target market identification, SWOT analysis, campaign objectives, and creative strategies. It also covers the communication mix, media and timing strategies, and budget proposals. The analysis highlights the significance of maintaining strong relationships with team members and staff, as well as the use of social media platforms for promoting products and services. The report concludes that integrated communication is crucial for achieving organizational goals and emphasizes the need for a well-defined marketing communication plan based on a thorough communication analysis. The report also references various books and journals to support its findings.

Integrated
Communications 3

Table of Contents
INTRODUCTION ..........................................................................................................................3
Application of communication tools and develop the relevant marketing communication plan
which is based on the findings from the communication analysis.............................................3
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
An integrated communication basically defined as the connective tissue which ensures
about consistency of brand across all the channels and also aligns the communication with the
objectives of business. It also considers about who the target audiences are and also about where
they need to communicate in order to engage them and move the business into forward terms.
Integrated communication basically contribute into context of improving the efficiency level and
accessibility towards the large number of audiences(Adesanoye, O., 2019). It is also cost
effective in terms of nature and builds the trust among members as well. In the present report,
TESCO organisation is taken into consideration. TESCO is a multinational company which is
merchandise retailer that is based in Welwyn Garden City, England. The present report will
cover discussion about the practical application of communication tools and also about the
relevant marketing communication plan. This communication plan is based on the
communication analysis which has been taken into the previous project.
MAIN BODY
Application of communication tools and develop the relevant marketing communication plan
which is based on the findings from the communication analysis
Communication tools: It basically refers to the use of chat, email, bulletin board or
discussion board in an online course. These are the tools which can be used in order to facilitate
the discussions around the completion of learning activities, ideas, networking and building of
relationships as well. There are different kinds of communication tools which basically include
mail, email, telephones, text messaging, cell, data plans, video and web conferencing, social
networking sites and G-Suite. In context to TESCO company, as it is a very large organisation so
it is very important that to have strong communication level. At the organisational level of
TESCO, it has been observed that staff members have to communicate through emails, mails,
phones, text messaging(Akhmedova and et.al., 2022).Within the business, emails are the best
way to communicate where they act as into the useful terms for sending the messages to
management or staff members. TESCO is the company who majorly relies on the verbal
communication such as face to face communication and telephone communication as well.
When there is requirement to communicate with their customers into their offline stores then
they also majorly focused on the face to face communication.

At the organisational level, TESCO communicate with their employees with its new
strategy via a “steering wheel”. It also act as the simple symbol and metaphor for the tool which
is intended to drive the performance and help the employees to navigate into the future. In this
manner, TESCO company has communicated with their employees into positive manner. At the
organisational level, there is requirement of marketing communication plan so that they can
effectively communicate their objectives and goals at the organisational level(Heinzen and et.al.,
2018). From the communication analysis, it has been observed that for having the effective
communication it is important that to maintain the good relationship with their team members
and the staff members who are currently working. So at the organisational level it is very
important that to have the marketing communication plan.
A marketing communication plan refers to the strategy for informing the target customer
audience about the products and services as well. In context to TESCO company, it is very
important to have marketing communication plan for the retail company in order to promote the
products and services. The plan basically first explains about the target market that is the
particular population that identified for the products and services. It also describe about in which
manner the target market is identified by the use of demographic, psychographic, and geographic
assessments as well. It has been observed that there are certain kind of details has been included
age range, media outlets and behaviours. In context to TESCO company, it has been observed
that they can target those countries where they have rare approach such as Arabian countries,
South east Asian countries etc. In this manner, company can target the market into positive
manner with the right kind of approach.
After targeting the market they have to focus on the SWOT analysis where organisation
identifies about different kinds of factors. It basically include strengths, weaknesses,
opportunities and threats(Mosca and et.al., 2021). In context to TESCO organisation, the main
strength of the company is that they have internal advantages which drives them towards the
growth. The weakness of TESCO organisation is that they have problems within the company
which holds back the company. The main opportunities for the company is that situation TESCO
could leverage to progress. The threat for the company is that the external factors which puts the
TESCO at the disadvantage parameter. After this step, the plan need to focus on the campaign
objectives and the creative strategy as well.

The main campaign objective of the TESCO company is that to promote the products and
services provided by the company into result oriented terms. The main creative strategy can be
designed in such a manner that they have to take initiative into the popular hashtags and also
need to paint the mural as well. They can also host the photo contest and also employs for the
gamification strategy as well(Muhammedrisaevna and et.al., 2020).They can also use the
infographics and host the webinar for it. In this manner, creative strategy has been framed into
result oriented terms with the right kind of approach. In this manner, creative strategy and
campaign objectives have been framed out into result oriented form. Within the marketing plan,
it is important to have the objectives which supports in ensuring that the marketing plan is
achieved at the marketing, corporate and communication levels through outlining the different
goals which has been required to meet out. The creative strategy basically proposes for the funny
and innovative ideas on how to promote the product to the target market.
In the section of the plan, there is involvement of communication mix which is necessary
from the organisational point of view. Communication mix basically explains and describes
about the different ways to promote the product to their target audience. For reaching out the
larger section of the population, it is important that to have sales promotion, public relations and
direct mail are few of the methods which can be used by the retail company. In context to
TESCO company, communication mix is very important where certain parameters needs to be
taken into consideration which includes product, place, price, promotion, process, people and
physical evidence as well(Raja., 2020). It also describes about the marketing strategies and
company's business as well. At the end it is important to focus on the media and timing strategy
and the budget proposals as well. With support of proposals and information, the marketing plan
can be designed into appropriate terms.
In context to TESCO company, for this marketing communication plan they can focus on
the use of social media platforms where they can easily promote their products and services of
their company into result oriented terms. They have to develop this marketing communication
plan in such a manner that it has been launched at that time when audience is also taking interest
in their products and services as well. The timing strategy is also framed in such a way that it
involves the buying and selling the stocks which is based on the expected price changes.

It is very challenging for the investors to earn big profits through correctly timing buy
and sell orders just before the prices go up and down. In this manner, the marketing
communication plan has been framed according to the communication strategy(Schönig and
et.al., 2018). So at the organisational level, it is very important that to understand marketing
communication tools into deeper terms so that further actions and steps can be taken accordingly
for it. That's why for the further growth and development of the organisation, marketing
communication plan is very important.
CONCLUSION
The above stated report concludes that integrated communication is very important at the
organisational level. It has been concluded that communication tool is very significant in order to
achieve objectives and goals of the organisation into result oriented terms. It has been
determined that for making the communication plan it is very necessary that to have the
communication analysis into result oriented form. It has been observed that form making the
marketing communication plan it is very important that to follow proper procedures and steps for
it as well. So its very important to understand the concept of communication into deeper terms so
that its application can be easily implemented at the organisational level. That's why its very
necessary that to have proper coordination at the organisational level so that further actions can
be taken into result oriented form.

REFERENCES
Books and Journals
Adesanoye, O., 2019. Integrated Marketing Communication Tools and Customers’ Perception
and Attitudes to the Brands of Selected Nigerian Banks. Acta Universitatis Danubius.
Communicatio, 13(2).
Akhmedova and et.al., 2022. Communicative Competence Formation in Future Teachers Based
on an Integrated Approach. International Journal of Multicultural and Multireligious
Understanding, 9(4), pp.54-60.
Heinzen and et.al., 2018. Who talks to whom about what? How interdisciplinary communication
and knowledge of expertise distribution improve in integrated R&D
labs. Ergonomics, 61(8), pp.1139-1153.
Mosca and et.al., 2021. Managing integrated brand communication strategies in the online era:
New marketing frontiers for luxury goods. In Developing Successful Global Strategies
for Marketing Luxury Brands (pp. 62-80). IGI Global.
Muhammedrisaevna and et.al., 2020. Goal and objectives of integrated marketing
communications. Economics, (2 (45)), pp.5-7.
Raja, M. A. S., 2020. Digital Integrated Marketing Communication (Dimc) and It's Logical
Relationship with Co-Branding and Brand Values with Reference to Coke
Studio. Academy of Marketing Studies Journal, 24(1), pp.1-21.
Schönig and et.al., 2018. An integrated architecture for iot-aware business process execution.
In Enterprise, business-process and information systems modeling (pp. 19-34).
Springer, Cham.