Introduction to Marketing

Introduction to Marketing

TABLE OF CONTENTS
Contents
INTRODUCTION..........................................................................................1
MAIN BODY.................................................................................................1
Evaluation of Marketing strategies, key consumer segmentation and the
marketing mix of the Tesco.......................................................................1
Apply Ansoff Matrix to suggest strategies for future growth and to expand
global market.............................................................................................5
Implementation of innovative market Campaign.......................................8
CONCLUSION...........................................................................................14
REFERENCES...........................................................................................14

INTRODUCTION
Marketing is an activity that facilitating the exchange of commodities for
good, services or money for delivering the value to the customer. Marketing
satisfies needs and wants by exchange process and build long term
relationship (Definitions of Marketing, 2021). This assignment is focus on
Tesco is a multinational groceries and merchandise retailer founded by
Jack Cohen in 1919. Tesco has supermarkets, hypermarkets, superstores
and convenience shops for their customer. Its headquarters are in Welwyn
Garden city, Hertfordshire, England and UK.
MAIN BODY
Evaluation of Marketing strategies, key consumer segmentation and the
marketing mix of the Tesco.
Comparison of marketing strategies of the Tesco and the Sainsbury.
Marketing strategies refers to business plan to convert the prospective
consumers to the potential customers of their products or services.
Marketing strategy of Tesco is to regain the trust of the stakeholders. It
focuses on every strap line to build up its traditional competitive advantage
in the marketplace. With the help of print and media advertising, public
relations and sales promotion retail chain of the company communicate
messages to the customer (McCabe, 2017). While Sainsbury focus on the
quality, choice, innovation and lowering the price of the product for their
customer and delivering strong shareholder return.
Tesco has wide range of products which are expanding and catering
to every possible needs of the customer. It also provide variety of brands,
regional produce, international cuisine in food and also many other choices
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so that customer cannot leave in lacking of the choice. While Sainsbury
sells its products or services of variety of brands in the market. Its main
focus on all product development and has great reputation with the good
quality of its products.
Pricing strategy of the Tesco is to keep low prices as much as
possible without compromising on the quality of the products. This low price
strategy keeps its customer over the years and makes it possible to meet
all the expectations and becoming leading supermarket chain leaving old
brands like Sainsbury behind (Diyanova, and et.al, 2019). While Sainsbury
pricing strategy is to offer its products or services at fair prices, it develops
pricing strategies in line with their positioning strategies. Premium pricing is
seen in many of its products.
Tesco has two main channels of distribution- online and offline. For
easier accessibility to feel comfortable it operated its small stores as well.
While Sainsbury has supermarkets, stores or online selling for their
customers. Company announced one hour delivery in the boundary of 1.7
m. of the stores.
A promotional strategy used by the Tesco has best advantage of its
low price part from other supermarket chain. For its promotions it uses TV
advertisement, promotional discounts and sponsors charitable events.
While Sainsbury promote its products or services by TV, radio, newspaper
and the internet and also uses celebrities as a brand ambassadors
(Schaefer, 2018).
Key consumer segments of the Tesco
Segmentation, targeting and positioning is a framework that simplifies
the process of market segmentation. This process is a chronological order
to identify the group of buyer in the market and positioned according to
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