Marketing Assignment | Marketing Mix Assignment

MARKETING

Table of Contents
INTRODUCTION....................................................................................................................................................3
TASK 1 ....................................................................................................................................................................3
P1 Techniques of marketing. .............................................................................................................................3
P2 Limitation and constraints of marketing-......................................................................................................4
M1 Similarities and differences between uses of marketing techniques-...........................................................5
D1 Effectiveness of marketing techniques used by Primax-..............................................................................5
TASK 2.....................................................................................................................................................................6
P3 Use of marketing research by Tesco..............................................................................................................6
P4 Use of information collected by Tesco-........................................................................................................6
M2 The limitations of marketing research methods in marketing plans-...........................................................7
D2 Suggestions for improving marketing research used in marketing plans-....................................................7
TASK 3.....................................................................................................................................................................8
P5 Targeting customers for selected products....................................................................................................8
TASK 4.....................................................................................................................................................................8
P6 Marketing mix for a new product..................................................................................................................8
M3 Marketing mix in targeting customers-........................................................................................................9
CONCLUSION........................................................................................................................................................9
REFERENCES.......................................................................................................................................................10

INTRODUCTION
Marketing is an important function in all businesses and organisations to achieve
success in the global economy. It is the science of meeting the requirements of customers by
facilitating valuable goods to them by using their expertise to obtain the objectives
(Bhattacharya, 2010). The present report is based on the company Primark and Tesco as
private and public company respectively, both are UK based companies dealing in retail
market. Primark is an international company which is subsidiary of Associated British Foods
that offers a variety of products such as clothing of newborn and children, women and men
wears, home wares, foot wears etc. at the low cost below average prices whereas Tesco is a
British multinational grocery and general market retailer. It is the third largest retailer in
world measured by profit and ninth largest retailer by revenues.
TASK 1
P1 Techniques of marketing.
Growth strategy- Primark uses low pricing strategy to support growth. Its value
proposition has been to demolish required value retail pricing by adopting a lower gross
margin, in order to gain market share.
Tesco strategy towards growth is to use private brands inn an excellence way to
strengthen the retailer,s competitive advantage which helps in growing retailing services in all
the markets (Brown and Cave, 2010). It provides sustainability and responsibility to local
communities to develop highly valued brands that supports in retaining loyalty of customers.
Survival strategy- To survive in market Primax uses pricing strategy to satisfy the
needs of the product that will help in achieving competitive advantages because people are
trying to cut down extra cost to save money rather than spending.
The strategies used by Tesco helps to grow business with full of opportunities by
developing a plan that is modern, innovative and full of ideas. The vision, mission statement
and goals are interrelated such as once objective is determined, functional areas within a
business then devise department-based strategies to ensure goals are achieved. The vision
drives the business and the values are embedded throughout the strategic planning process.
Brand strategy- It's easy to create foundation for all other components to build on.
Brand definition serves as measuring stick in evaluating marketing strategies. Primark has an

extensive brand portfolio that usually refers to company's set of brands and/or products. The
logic behind having a portfolio of brands rather than a single brand is possible diversification
and risk minimization. The objective of branding is to delivers message clearly,Confirms
credibility to Motivates buyer to ensure Loyalty.
Tesco uses a commendable marketing strategy that is co-branding program (Clayson
and Haley, 2013). At the same time, it has also introduced a large number of own products,
and compared with those brands, its own brand earned a lot of costs of publicity, and
packaging is simple, hence, it has a comparative advantage in price.
Relationship strategy- Primark has to have a good relationship with their suppliers to
ensure consistent quality, service, deliveries on time, and other inward and outward logistics.
This strategy helps Tesco to develop segmentation techniques to used communicate
with customers to fulfil their needs by ensuring high standard customer service.
P2 Limitation and constraints of marketing-
Sales of goods act, 1979-
It enforces a strict set of rules that retailers and sellers must abide by. When an
individual buys goods they enter into a contract with the seller of these goods means these
goods must be as describes, of satisfactory quality and fit for purpose.
The Consumer Protection from Unfair Trading Regulations 2008-
It control unfair practices used by traders when dealing with consumers, and create
criminal offenses for traders that breach them (Dief and Font, 2010). Effectively the CPRs
prohibit trading practices that are unfair to consumers such as practices prohibited in all
circumstances,misleading actions and omissions, aggressive practices and general duty not to
trade unfairly.
Consumer Credit Acts 1974 and 2006,
It is regulated by the Consumer Credit Act 1974 (amended in 2006), the Financial
Services and Markets Act 2000. The legislation covers the following areas:
 The information consumers should be provided with before they enter into a credit
agreement
 The content and form of credit agreements
 The method of calculating annual percentage rates of interest (APR)
 Procedures relating to events of default, termination and early settlement