The Marketing Mix and Advertising

This assignment delves into the pivotal role of advertising within the marketing mix. It examines the fundamental concepts of marketing and advertising, analyzing their interplay and influence on consumer behavior. The paper explores various aspects of advertising, including its effectiveness in shaping purchasing decisions, ethical considerations, and the impact of digital marketing on advertising strategies.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
COVERED IN PPT ....................................................................................................................1
TASK 2 .........................................................................................................................................1
P3 Different companies apply marketing mix to marketing planning process...........................1
M3 Different tactics applied by organisation to achieve objectives ..........................................3
TASK 3............................................................................................................................................3
P4& M4 Produce and evaluate marketing plan of Tesco............................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
.........................................................................................................................................................8

INTRODUCTION
Marketing is a process by which the company sell its products and services to customers.
It involves the coordination of four P's that are price, place, product and promotion. Tesco is a
big retail company of United Kingdom. This company deals in areas like for instance toys,
electronics, clothing, software, internet services etc. It provides better services and goods to its
customers for satisfying their needs and wants. In this report, mentioned about the marketing and
its current or future trends (Batt, 2013). In an organisation, there are many roles and
responsibilities of marketing manager. Every company make different plans, use different
marketing mix strategies and marketing process to accomplish the aim of business. The main aim
or objective of business firm is to satisfy the needs and wants of customers by providing the
better quality services and goods.
TASK 1
COVERED IN PPT
TASK 2
P3 Different companies apply marketing mix to marketing planning process
Marketing mix are those factors which can be easily controlled by an organisation to
influence the customers for buying its services and products. It is different from company to
company there are two organisations Tesco and Wallmart. Tesco is a retail grocery company and
Walmart is a also a retail company and it deals in food, clothing,books, electronics etc. These
companies uses different marketing mix strategies (Adamson, 2011). There are 7 P's of
marketing mix that are product, price, place, promotion, physical evidence, people and process.
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Marketing mix Tesco Wall mart
Products It provides large number of
products like financial
services, health and beauty
items, home appliances,
clothing, food items etc. This
It is a retail company and it
provides wide rage of products
with good quality. This
company attracts its customers
by proving good quality and
2
Illustration 1: Marketing Mix
Source: (Promotional Products as Part of the
Marketing Mix, 2017)

organisation also provides
online services to its
customers. With the help of
online services, buyers can
easily purchase thing without
going to stores and shops.
effective products. It provides
clothing, grocery, electronic
items etc.
Price Tesco provides products on
low cost with high quality. It
also works with its suppliers
by making effective supply
chain to minimize price. The
primary objective of this
company is to reduce cost of
production or operation. The
prices of Tesco's products is
reasonable, so everyone can
use its goods.
This company has a strong and
powerful brand image and it
helps in promotional activities.
It gives promotion through
television, banners, through
social media and through other
outlets (Blythe, 2012). From
promotion, this company gives
information about its products.
Place It refers to location where
company distribute its goods
and services. This organisation
uses two channels of distribute
the products that are online
and offline. It has six main
stores that are metro,
superstores, Tesco extra,
Home-plus, Compact and
express. The second channel is
online, customers can easily
purchase process through
online website of company and
This company has many stores
and online websites. Its plan is
to open more and more stores
to reach its services and goods
to customers (Caragher, 2016).
It operates in four stores like
super centres, neighbourhoods
markets, express stores and
discount stores.
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that is www.tesco.com.
Promotion This company has a strong and
powerful brand image and it
helps in promotional activities.
It gives promotion through
television, banners, through
social media and through other
outlets (Blythe, 2012). From
promotion, this company gives
information about its products.
It gives advertisement
through online websites, by
giving discounts and deals and
through newspapers. For good
advertisement, this
organisation uses press
conferences to aware
customers and promoters about
new products and services.
Physical evidence It means the infrastructure
which represents the company
like furniture, reports,
letterhead, logo, equipments
etc.
Each stores of this company
provides many different
categories of products,
effective placement and
distribution of products etc.
People In this company, there are
many employees work. The
employees of Tesco are very
capable and company has
more money to to invest in
training and development
programme.
It is a world wide company
with large focus on its
customers. All employees of
this organisation are its
valuable assets and they
handled the queries of its
buyers (Desai, 2013). The
management Wallmart provide
good training and motivation,
so that they can serve better to
its customers.
Process It is a set of act which are
performed to achieve
something. The main purpose
of process is to reduce the
It means the easy availability
of multiple payment counters,
trolleys, categorization of
products, many modes of
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deviations from policies of
company. This company gives
attention towards buyers
grievances and handling
issues.
payment etc.
M3 Different tactics applied by organisation to achieve objectives
Tesco company uses many different tactics for achieving its objectives or goals. It uses:
Better quality products- To achieve the goal of company, it is necessary to provide better
quality of services and products to its customers, from this more customers will purchase its
goods and it helps in increasing the sales of company. From providing the better quality products
sales of company will be enhanced.
Provide training and motivation- If organisation provides proper training to its
customers then their skills and abilities will be improved. The motivation is very important, if
manager motivate employees then their working efficiency will be improved. From training and
motivation, they will work better for achieving the goals of company.
Adopt new technologies- The company should be adopt new or advanced technologies
and remove obsolete technology. From adopting new techniques, an organisation will change in
this production process process (Dibb and Simkin, 2013). It will helps in reducing the operation
costs.
Ethical work- The company should be work ethically and should not harm the
environment of society. It should be work under the rules and regulations which are made by
people of society. If company will work in an ethical and legal manner, then in this case there
will be good impact on the customers mind.
By providing online services- If company will provide online services means to supply
all products through online websites, then it will be easy to customers to purchase goods without
going any store. It is time saving, safe and cost saving. It will helps in increase the sales and from
this productivity and growth of company will also be enhances.
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D2 Strategic marketing plan that tactically applies use of 7Ps to achieve overall marketing
objectives
Tesco business organisation has to prepare an effective business or marketing plan of
introducing the new product. There is a big role of marketing mix in the plan. So, it is necessary
for company to prepare a good marketing mix. To satisfy the demands of an organisation, it is
important that the price, place, products, promotion, physical evidence, process and people
should be in proper manner.
TASK 3
P4& M4 Produce and evaluate marketing plan of Tesco
The marketing plan is a blueprint of all marketing activities like products, strategies,
research, objectives etc. The marketing plan of Tesco company are as follows:
Mission and vision- The vision of Tesco is to provide benchmark top achieve its
business objectives. Its main objective of this company is to supply good quality of products and
to increase its market at global level (Durand and Barlow, 2012). The vision and mission of this
organisation have some elements:
 To grow up business with more opportunities.
 To apply skills at global level
 Innovation and bring new ideas.
 Maintain loyalty and inspiration from customers and employees.
Target markets- For targeting the markets, the company has to segment its market and
make positions (Draelos, 2010). In segmentation, the business can be divided in to sub parts and
from this organisation can easily target its customers or group of customers and to render
products and services easily to buyers. The segmentation is divided in to four categories
demographic, geographic, psychographic and behavioural.
Demographic- In this includes
Age- All age group of people
Gender- Females and Males
Education- Schooling, bachelors, post graduation
Income level- Medium and small level income people
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Family Size- Single person ad nuclear families.
Occupation- Student, worker, unemployed
Geographic segmentation
Country- All countries
Regions- United Kingdom and other 13 countries.
Density- Urban and Rural
Psychographic Segmentation- It is based on the lifestyle, attitude, personality, beliefs etc.
Personality- Determined and easy going
Lifestyle- Traditional, business class, western
Behavioural segmentation
User status- active user, switcher
Occasion- Festive, regular
Attitude- positive and negative
Targeting- Tesco uses strategy of Mass Marketing. It targets different group of people in
different market. It focus on the common needs and wants of consumers. This company does not
differentiate among customers and serve all types of products and services to all categories of
customers. It target full market by providing one offer.
Positioning- This company design its offering and goodwill to reside a distinctive place
in mind of the target market (Durmaz, 2011). The main aim of this organisation is to place the
brand in customer's mind for increasing the sales and enhancing the growth and productivity of
firm.
Products and Services- Tesco provides all types of goods like for instance clothing,
electronics, books, grocery, furniture etc. It does research on market to know about the needs and
wants of customers and also then it produce products according to their tastes and preferences. It
provides good quality of goods and services on low price rate.
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Marketing and promotional strategies- It uses various methods of promotion like
newspapers, television, banners, holdings, brochures, online etc. to aware about the products and
services. In marketing strategies, there are 7's included:
Product- It provides all types of goods for all categories of people with high good
quality. Company use advanced technology for making the quality of products better.
Price- It render high quality of products at reasonable price (Hauer, C., 2011). So that
everyone can buy its products and it will helps in enhances the sales.
Promotion- It promotes its services and goods through advertisement from radio,
television, social sites, banners etc. It gives attractive advertisement and also gives full
specifications about products.
Place- This company segments its business in to small groups. From this, company can
easily supply its products to all places and customers will easily purchase its services and goods.
Identify competitors- Before entering in new market or before launching new products,
it is necessary to know about the competitors and company should be identify its strengths,
weaknesses, threats and opportunities. And also should be know about the competitors strengths
and weaknesses to compete with them.
Monitor result- After applying all these points, then it is important to examine that
marketing strategies are working properly or not (Jones and Rowley, 2011). Evaluating the
repose and feedback of customers and also monitor and control this plan.
CONCLUSION
It is concluded from the above report that Tesco is a big retail company and provides
good quality of services and products at reasonable price. Company uses different marketing
strategies to promote its goods. In this report, studied about the key and responsibilities of
marketing function and also the environment of marketing. In an organisation, there are many
departments which are interrelated with each other in context of marketing. Wallmart and Tesco
both company use different marketing mix to achieve the goal of organization. Tesco makes
marketing plan for doing the good marketing and to launching new products and services.
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REFERENCES
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