Marketing Fundamentals Assessment 1: Blogging to Communicate

Marketing Fundamental
Assessment 1 Blogging to
Communicate

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Organizational background..........................................................................................................3
Segmentation, targeting and positioning in customers’ attraction...............................................3
Marketing mix strategies and promotion of goods and services.................................................4
Diverse methods in customers’ relationship marketing...............................................................5
Marketing strategy and competitive positioning.........................................................................6
Digital marketing and competitive positioning...........................................................................7
Situation Analysis in order to attract customers..........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers activities that company undertake with the main aim of promoting
products and services (Deepak and Jeyakumar, 2019). This study is going to discuss marketing
blogs that can make Tesco retailer able in promoting as well as increasing sales of its organic
food. It will further discuss effectiveness of STP, marketing mix strategy and customers’
relationship in promoting product of Tesco. Further, it will show effectiveness of social media
and ways by which, Tesco retailer has increased customers ́ retention and attraction rate.
MAIN BODY
Organizational background
Tesco is British multinational groceries and as per the gross revenue it has been counted in the
third largest retailer (Gonen and et.al., 2017). It has diversified into number of areas such as:
furniture, clothing, toys, petrol, electronics and financial services. It has decided to promote
organic food products by making use of effective marketing blogs.
Segmentation, targeting and positioning in customers’ attraction
In regard to segmentation, targeting and positioning marketing strategy, it can be said that
it helps employees able in selecting niche market and group of people who will be attracted for
buying products of company. In regard to Tesco, British multinational it is found that it highly
focuses on this strategy as it gives clear insight about its target market to whom it wants to attract
for buying products. One of the main advantages of this strategy is to increase sale and saving
time.
Tesco provides clothing, toys, books, electronic, software and financial services. So, as
per its types of products it has segmented market into different types such as: geographical,
behavioural, demographic and psychographic. Under geographic and demographic, it targets
people of all age categories, rural and urban both, males and females and specially to low and
middle income group of people. Students, employees, professionals, easy going, traditionalist,
active users and positive behaviour of people are being targeted under behavioural and
psychographic segmentation (Sood, Tulika,Hershey, Pennsylvania, 2020). This segmentation and
targeting is specially for promoting and increasing sales of its Technika TV. It makes use of
different positioning such as functional, symbolic, price and others. Under functionalist, it targets

people of middle and upper class of group because under this, it sales expensive and fine quality
of products.
Positioning of products
On the basis of this strategy and blog, it can be said that STP is one of the effective
marketing strategy that can increase sales of Tesco and can save its time. Overall, it can be said
that selected of segmentation and ways of targeting people as per the nature of its products and
requirements of needs of customers has made able to Tesco in becoming the market leader in the
context of organic food products (Smigielska and Stefanska, 2017).
Marketing mix strategies and promotion of goods and services
In regard to marketing mix, it can be said that this marketing strategy also help
companies in promoting their products in an effective manner. Tesco makes use of this strategy
and it gives clear description of its product to customers. Customers find easier in comparing
features of organic food of this retail with other retailers and accordingly can make buying
decision. Some main elements of Tesco that has made it able in attracting as well as promoting
its organic food product among its target people include:
 Product: Its organic grocery and food items include: pasta, olive oil, cooking sauce,
fruits, vegetables and dairy products.
 Price: Tesco has adopted cost leadership pricing strategy. As a result, it maintains as low
price as possible for its products and services without hurting the quality of products. It
enjoys economies of scale and this strategy has made it able in increasing customers’
attraction (Bahl and Chandra, 2018).
 Place: It provides organic food at both its stores and online websites. Customers find
easier in getting this product with both of these options.
 Promotion: It is one of the main important element of marketing mix strategy and Tesco
has invested in promotional activities for attracting customers for buying its organic food.
Firstly, it told its customers or target people about natural and organics in its stores with
all features of products. It told them some reasons of selling organic food products and
then it promoted its organic food products on social media platforms. It identified that
people make use of social media platforms to the great extent and they get number of
information via these platforms. For this reason, it made an official page on social media