Marketing Essentials: Tesco's Basic Marketing Plan for Healthy Drink

MARKETING
ESSENTIAL

Table of Contents
 Table of Contents
 LO3
 P4. Produce and evaluate basic marketing plan.
 References
 Books and journals

INTRODUCTION
Marketing Essentials refers to all the important elements that are
required in the marketing function of the company that leads to the
generation of the sales revenue and promote the products of the
company. This presentation is based on Tesco Plc, which is a
multinational British company that deals in supermarkets and groceries
retailer in England. The presentation will also include the evaluation of
basic marketing plan for the organization.

P4. Produce and evaluate basic marketing plan.
Executive summary :-
 This report included aim and objective of launch
healthy drink so it also used STP model for segmentation,
targeting and positioning of product in market. Situational
analysis also covered by this plan because it helps to evaluate
market condition. 7 p's included in this plan and it contains
elements like people, price, place, promotion, packaging,
positioning and people. Monitoring and evaluation is very
essential part of marketing plan because it helps to evaluate
about product that customer will buy or not. Then organization
prepared budget and then implement product and plan in
market. Tesco is a retail organization and largest grocery
organization. It was founded in 1919 by jack Cohen.

Aim :-
 “To provide healthy drink and establish long term
relationship with customer. A study Tesco”.
Objective :-
 To determine strategies involved in the launching of healthy
drink in market.
 To raise the sales by 15% and customer base by 10% within 6
months.
 To attainable high response from customers about healthy
drink and produce with low cost to increase profit.

 STP (segmentation, targeting and positioning) :-
STP model is use by Tesco to target market for launch healthy drink in
market because through this model they easily segment to customers
and target them. This makes easy to evaluate market and needs of
customers.
Segmentation :- it is an element of STP model that use by
organization to identify customers needs and wants and then segment
on the bases of collected data. The marketing manage of Tesco,
segment the customers who have same need of product, so they
segment according to age group, income and lifestyle of customers who
have same need of product. This segmentation of customers helps
Tesco to produce healthy drink according to demand of them.