Marketing Essentials: Tesco's Strategy for New Lunch Boxes

This report presents a comprehensive marketing plan for Tesco's launch of healthy lunch boxes, targeting the growing health-conscious consumer base in the United Kingdom. The plan begins with an introduction to marketing trends, emphasizing the shift towards digital marketing and sustainability. It identifies key marketing functions such as promotion and product development, analyzing their roles and interrelations with other organizational functions like R&D, finance, and operations. The report employs the SMART model to develop specific, measurable, achievable, relevant, and time-bound marketing objectives. A thorough market scan assesses industry outlook, target customers, and competition, leading to the development of an effective market strategy that includes product positioning, pricing, distribution, and promotion. The plan also addresses resource utilization, budgeting, and a monitoring and control framework to ensure successful implementation. A competitive analysis is included, comparing Tesco's product with alternatives, highlighting its unique value proposition. The report concludes by summarizing the marketing plan and its potential to drive Tesco's market share in the healthy food sector. Desklib provides access to similar solved assignments and study resources for students.

Marketing Essentials
Table of Contents
Introduction ..........................................................................................................................................3
Marketing trend ...............................................................................................................................4

Marketing concepts .........................................................................................................................4
Identify the key marketing functions ...............................................................................................4
Analyse roles and responsibilities marketing functions....................................................................4
Analyse how marketing function interrelates with other functions of the organization. ................5
Critically analyse and evaluate the significance of the marketing functions and how they
interrelate with other organizational functions in meeting common goals......................................6
Product/ product range....................................................................................................................6
Develop marketing objectives..........................................................................................................6
Conduct evidence-based market scan for your product/products...................................................7
Develop effective market strategy to achieve the objectives which should include the..................8
Compare and evaluate them with a competitive product/range. ..................................................10
Plan for resource utilization including budgets...............................................................................10
Monitoring & Control plan..............................................................................................................11
Summary of the plan. ....................................................................................................................11
Conclusion...........................................................................................................................................12

Q1 Introduction
Marketing is one of the most important task that a company have to perform in order to make sure
that the promotion and advertising activities of a company is taking place effectively and efficiently
and advertisement of the products and services of a company can play a major role in the success as
well as failure of a product (Bennett and et. al., 2019.). Marketing helps the company in providing
information about the products and services to the potential customers. Marketing is one of the
most important activity as it attracts most of the customers for the products and services of the
company. In context to Tesco, the company was incorporated in the year 1919 by Jack Cohen. The
company is one of the biggest supermarket chains in the world with a market share of 27.4%.

Section 1
Marketing trend
The current marketing trends is towards digital marketing which is the most effective type of
marketing in today's world. The companies are making sure that they are having an online presence
in the market so that they can capture a larger segment of the market (Christofi and et. al., 2018.). It
is important for the companies to make sure that they are utilizing online platforms to the fullest so
that they can attract large amount of customers. Digital marketing helps the company in having and
effective and low cost marketing activity which is utmost important for a company.
Macroeconomic environment analysis: The growing concerns of people towards the sustainability is
one of the major trends in the market. People are willing to pay extra amount for the products that
are ethically made and are sustainable. It is important for the company to involve ethical and
sustainable practices in the workings of the company.
Technological advancements: the current market trends are moving towards innovation and
advancement in the technology. It is important for the company to make sure that they are having
upgraded technology so that they can have a competitors advantage in the market.
Marketing concepts
The marketing concept is based on the increment in the abilities of the company so that the
company can compete effectively in the market and the company will be able to achieve a larger
market segment in the market (Cooper and Buckley., 2021). It helps the company in having
competitors advantage in the market and will also help in identifying the target market segment,
analysing the needs of the customers and identifying the most effective way in which the company
can provide the products to the customers. It can also be said that the this concept is directly related
to customer first approach.
Qs 2/Identify the key marketing functions
The key marketing functions are as follows
 Promotion: While planning for promotional activities the first and foremost task of the
company is to plan about the promotion strategies which the company is going adopt
(Farooq and Raju., 2019.). It is important for the companies to make sure that the
promotional activities are according to the product which the company is going to launch or
is already in the market. It is important for the company to make sure that the promotion
activities of the company are providing necessary information to the customers and are
reaching to the potential market segment as well.

 Product designing and development: it is important for the company to make sure that they
have correctly designed the products of the company as it helps the company in selling and
will also make sure that the company is able to retain their customers.
Analyse roles and responsibilities marketing functions.
Marketing function plays a major role in the promotion and advertising of the products and services
of the company. It is important for the companies to make sure that they are having an effective
marketing strategy as it will help in capturing the market segment. The major roles and
responsibilities of marketing function is:
 Identify customers: It is important for the companies to make sure that they identify the
market segment which they want to target. The potential customers of the company must
be targeted by the company so that the company can increase the sales of their products
and will be able to capture the market segment.
 Satisfy customers: Another major task that marketing have to perform is to satisfy the
customers (Hapgood., 2018.). It is important for the company to make sure that the
customers are satisfied with the products and services of the company and are choosing the
product of the company over the substitute products.
 Retain customers: The major role of marketing activity is to make sure that they are able to
retain the customers of the company so that the can have a loyal customer base. It will help
the company in increasing the sales of the products and will also help in attracting new
customers.
Qs3/ Analyse how marketing function interrelates with other functions of
the organization.
The marketing function of an organization is one of the most important function as it helps the
company in attracting new customers and also helps in providing information about the offerings of
the company to the potential customers (Mogaji,. and Yoon,., 2019.). The aim of marketing activity is
to create needs of the product that the company is offering in the lives of potential customers. The
interrelation of other functions with marketing functions are given below:
 Marketing function's interrelation with research and development function: The R&D
department of a company researches about the offerings of the company and about any
new product that the company wants to launch.
 Marketing function's interrelation with finance function: The finance function of the
company is responsible for the allocation of the funds to the different departments of the
company.

 Marketing function's interrelation with operation function: The operation function of the
company is the manufacturing department of the company (Sharma and et. al., 2020.). It is
important for the marketing function to make sure that they are having a continuous
conversation about the offerings of the company so that they have updates about the
features and stocks of the product.
Qs4/ Critically analyse and evaluate the significance of the marketing
functions and how they interrelate with other organizational
functions in meeting common goals.
Marketing with R&D: It is important for the company to make sure that the marketing
function of the company is constantly in touch with the R&D department so that they have an idea
about the product so that they can analyse the potential market of the product.
Marketing with operations: The operations department of the company will make sure that
the products of the company are made with utmost care and the marketing department of the
company will make sure that the products are safely delivered to the customers.
Marketing with Finance: The finance function provides the budget to the marketing
department for the activities and strategies that the marketing department wants to perform (Hair
Jr, and Sarstedt., 2019.). The marketing department of the company must make sure that they have
adequate funds so that they can manage the activities of promotion and advertising.
Section 2
Qs1) Product/ product range.
Tesco is going to launch the healthy lunch boxes as a product in the name of the company. The
lifestyle of people of United Kingdom is influenced towards healthy food nowadays. People are
trying to consumes as much healthy food as possible and are trying to avoid junk food which is
causing harm to their health. People in United Kingdom are looking for healthy diets which are rich
in protein (Zhang and et. al., 2018.). Protein rich diet will help the individual in replacing meat from
their food. The lunch boxes will be full of food products which can provide a healthy and proper
diets to their customers without including meat products. The lunch boxes will include adequate
amount of greens, vegetable and fruits which can help the individual in having a healthy meal.
Qs2) Develop marketing objectives.
In order to develop an effective marketing objective for Tesco and its new product, SMART model of
marketing will be implemented. The Smart model is described below:
 Specific: The goals of the marketing department must be specific as vague goals can make
the company's promotion and marketing campaign a failure (Yawson and Yamoah., 2020.). It

is important for the marketing department to make sure that they have proper action plan
based on which they can carry their marketing activities.
 Measurable: The marketing department of the company must provide ways in which they
can evaluate the marketing activities. It is important for the company to make sure that data
metrics and targets are used in a marketing objective plan.
 Achievable: The next step in the process is to make sure that the marketing planning done
by the department is attainable. Unrealistic or impossible tasks are a waste of funds and
time. The company will not be able to achieve the task as the task is impossible to achieve.
Realistic plans will help the company in achieving goals and objectives of the company.
 Relevant: The objectives that has been decided by the marketing department of the
company must be relevant to the product and services that the company is going to offer
(Thamrin and et. al., 2020.). It is important for the company to make sure that they have
suitable marketing objectives as it will help the company in promoting their products and
services in an efficient way.
 Time Bound: A specific time must be provided to every marketing task within which the task
of the company will be completed. It helps the company in making sure that the marketing
activities of the company is completed within a certain time period. A specific date and time
period is important to be assigned to every tasks of the company. It helps the company in
becoming more productive and efficient.
Qs3) Conduct evidence-based market scan for your product/products.
Determine the purpose: The purpose behind the new product was to make sure that the company is
taking full advantage of the prevailing trends in the market (Alford., 2018.). The taste and
preferences of the customers are dynamic and it is important for the company to make sure that
they are working according to that.
 Industry outlook: In context to Tesco, the company is a supermarket chain and the focus of
the company is on the demands of the customers. The customers of the company are
looking forward for more healthy and ready made options eating options. It is important for
the company to provide options which can provide a protein rich diet to its customers which
are readily available.
 Focus on target customers: The increased awareness of people towards environment and
animal cruelty, people are concerned about these factors (Haumer., Kolo and Reiners.,
2020.). Also with the increase in the diet based illness such as diabetes making people shift
towards more healthy option which can help them in maintaining sugar, decrease
cholesterol and can provide sufficient protein to them.

 Competition analysis: Before launching a new product in the market it is important for the
company to analyse their competitors properly so that they ca have a competitors
advantage in the market. In context to Tesco, the company's major competitors are
Sainsbury, Aldi, Asda, etc and it is important for the company to make sure that the
competitors are not planning for the same product or strategy.
 Additional data: All the additional research that the marketing department of the company
must do should be done at this stage so that the company will be able to have a proper
information about the market and customers. In context to Tesco, it is important for the
company to make sure that they are they have clearly researched about the market as well
as about the trends and preferences of the market.
 Analysis: In this segment of the process it is important for the marketing department to
clearly analyse al the aspect of the information that is collected by them. The analysis step
will help Tesco, in making sure that the company is on the right path for their marketing
activities.
 Analysis into action: It refers to the stage where the company must change the problems of
the task and must make sure that after the plan is ready the company is taking actions in
that direction as well. In context to Tesco, it is important for the company to make sure that
they are having an effective action plan which can help them in moving on to correct path.
Qs4) Develop effective market strategy to achieve the objectives which
should include the
a. Strategy over 7 Ps of marketing for the chosen product/range of products.
 Product: It refers to the item which the company is going to offer in the market. It is
important for the company to have a good quality product so that the company will
be able to attract customers and will also be able to retain customers. In context to
Tesco, the company provides wide variety of products including food, clothing,
financial services, electronics, etc. the products of the company are low cost and
high quality.
 Place: it refers to the location from where the company is operating. It can be said
as the place from where the company is interacting with their customers . In context
to Tesco, the outlets of the company and the location of the supermarkets of the
company will be considered in to this segment. It is important fr the company to
choose location carefully so that they will be able to capture the targeted market
segment.
 Price: This factor of marketing mix must be analysed by the company carefully as the
markets around the world are highly price sensitive and slight changes in the prices

can make a big change in the market segment of a company. In context to Tesco, the
company is famous for their affordable prices and high quality products.
 Promotion: It refers to the advertising and promotion activities of the company. It
helps the company in attracting customers and will also help in creating a need of a
product I the lives of customers. It is important for the companies to make sure that
they are promoting their products n the right way so that they can achieve the
desired results. In case of Tesco, it is important for the company to make sure that
they are promoting their products in an efficient manner. The company is focused
more on Television advertisements and are doing effective promotions of their
products and services.
 Physical evidence: It refers to the additional features that the company is providing
to its customers (Farooq and Raju., 2019.). It is important for the company to make
sure that those additional features are able to attract the customers. In case of
Tesco, the stores of the company are not highly elaborated unlike its competitors
which helps them in saving lot of cost which is beneficial for both company and its
customers.
 People: It refers to all those people who are directly or indirectly are related to the
workings of the company. It includes employees, staff members, customers, etc. In
context to Tesco, the grate sales assistance of the company re deemed to be one of
the major contributors in the success of the company.
 Process: The process refers to the steps which the company is taking in order to
provide satisfactory or exceptional services to its customers. It is important for the
company to make sure that their process are well managed in order to avoid any
ruckus. In case of Tesco, the company is efficient in managing the process of its
online stores as well as its offline stores.
Compare and evaluate them with a competitive product/range.
In case of Tesco, the company uses the differentiation strategy in order to be successful in
the market. It is important for the company to make sure that they are providing products to the
customers which are different from the products which are offered by their competitors. It will help
the company in having competitors advantage in the market which is the utmost beneficial factor
for any business organisation. The healthy lunch boxes are also one of the innovation of the
company which is not yet discovered by the competitors.
b. Market Segmentation: it refers to the segments in which the company wants to divide
their market. In case of Tesco, the company has its presence in more than 13 countries.

The company generally focuses on rural and urban population irrespective of age and
gender.
c. Target market/customers: the company focuses on low to middle income group of the
company as this includes students, employees and households (Flight., 2021.). The
working class population is also the target segment for the company.
d. Product position analysis: The company generally uses price positioning as the company is
providing affordable goods and services to the customers. It is important for the company
to capture that market on the basis of price.
Qs5) Plan for resource utilization including budgets.
Company overview
The company was founded in the year 1919 by Jack Cohen. The company has its presence in more
than 13 countries and is headquartered in Chestnut, UK. The company is listed in London Stock
Exchange and has secondary listing on Irish Stock Exchange.
Mission
The mission statement of the company states “We make what matters better, together”.
Vision:
The mission statement of the company is “to be the most highly valued business by:
the customers we serve, the communities in which we operate, our loyal
and committed colleagues and of course, our shareholders.”
Objectives
The major objective of the company is to capture more market share and to deliver best in class
products and services to the customers of the company. Another objective of the company is to
make sure that with the help of online marketing the company will be able to achieve competitors
advantage in the market.
Marketing strategy
The aim of the marketing strategy of the company is to retain the trust of the stakeholder to the
brand. The company is currently focussing on having and maintaining competitors advantage in the
market.
Tactics
One of the short term objective of the company is to make sure that the marketing strategy of the
new product is successful. It is important for the company to make sure that proper strategy has
been made and implemented so that the product can reach to potential customers.

Action plan
In order to have a successful marketing strategy it is important for the company to make sure that
they are having full advantage of their online presence and they are marketing their products via
online channels so that the product of the company have a wider reach.
Monitor and control
It is important for the company to continuously monitor the marketing strategies of the company so
that errors can be identified and the needed changes can be made.
Conclusion and recommendation
According to the above discussion it is concluded that marketing strategies plays an important role in
the success of the product. It is recommended to the company to initiate online marketing of the
products so that the company will be able to measure the success of the marketing activities.
Qs6) Monitoring & Control plan
In order to make the product a success in the market, the company focuses on strategic planning. In
context to Tesco, it is important for the company to plan strategies majorly according to the
students and working population of the company as they are going to be the major target segment
of the company.
Qs7) Summary of the plan.
The company is planning to capture the market segment of working class people as they do not have
enough time to make healthy lunch for themselves the other market segment are students and
people who are really concerned about the environment. These people will be willing to purchase
the healthy lunch box products of the company.
Conclusion
From the above report it is concluded that marketing activities is one of the most important
activities for the company as it will help the company in making sure that the products and related
information is reaching to the potential market segment of the company.

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