Integrated Marketing Communications for Tesco Express

INTEGRATED
MARKETING
COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Different types of marketing channels of communications.........................................................3
Design communication objectives for organizational situation...................................................5
Justification..................................................................................................................................6
Marketing Communications Plan................................................................................................7
Evaluation of marketing communications plan.........................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communications plays very appropriate role to many of companies and
businesses in this dynamic world. Currently top-level management within most companies has
given order to their respective marketing teams for integrating marketing communications. With
the support of integrated marketing communications any business can easily make an excellent
relationship with many customers in its respective marketing segments. At the end, business will
be able to gain large customer base just because of integrated marketing communications. This
report discusses integrated marketing communications of Tesco Express (Samar, Ghani and
Alnaser, 2017). There are Tesco Express leading retail company of the United Kingdom,
headquartered in England, London. This retail company has the strongest supply chain within its
home country United Kingdom. Currently upper management of this company has succeeded in
highly expanding Tesco Express at the local level. This is report discusses different
communication channels as well which Tesco Express’s marketing department can use for
maintaining an effective relationship with different customers.
MAIN BODY
Different types of marketing channels of communications
Marketing communication can be defined as the procedure of making public aware about the
products and reminds them about product selling and discount offers of the company (Elliot,
Ngugi and Malgwi, 2018). This approach supports target customers to understand the values and
benefits offers by products and services of a company which automatically builds loyalty and
trust of the users for the brand and establishes strong relationship between brands and customers.
Different types of communication channels
There are various types of communication channels such as personal selling, sales
promotion and advertising etc. develops effective communication platform wherein customers
can directly communicate with organization’s staff regrading quality of product or purchasing
process. Tesco Express is local convenience store organization that uses multiple

communication channels to promote it’s products in various countries across the world. Channels
are described as follows:
 Advertising
Advertisement is the communication channel that is used to promote or selling of goods, ideas
and services through sponsors openly. This channel is paid platform whereas organization
advertises it’s products through such media. This communication channel comprises traditional
media such as newspaper, television, radio, magazine billboards and digital marketing media
such as social media, digital display, internet etc.
Organization can select appropriate media for the commercialization of products and
services to the targeted customers within minimum time. Product or service advertisement on
newspaper, social media, magazine, internet, television etc. can support in attracting large
number of customers towards the organization. there are various benefits of the marketing
communication channels such as it supports to aware large number of people within short of
span time. This media involves celebrities as well to influence products and services that creates
positive image of the Tesco’s product. the major drawback of the communication channel is that
it has less persuasive as compared personal selling channel.
 Personal selling
It is procedure of selling of products directly to the customer. In this process representative of the
company directly communicate with customers face to face and gives brief description about
product’s benefits, features, prices and other attributes of the business to the users. The main goal
of this communication channel is to resolve all queries of customer by giving instant response on
each questioning (Huang and et.al., 2018). Thus, organization enables to build customers loyalty
for the company and it’s products and improves their purchasing behaviour. The major benefit of
the personal selling communication channel is that marketing representative or sales person of
the business can customize the message accordingly customer’s needs and expectations. Thus,
this platform creates dual communication channel. But this channel also posses’ some demerits
such as a limited number of customers can be reached at the same time. this marketing
communication channel is quite expensive as compared others which directly impact on selling
revenue of the company.