Contemporary Issues in Marketing: A Case Study of TESCO

Contemporary issues in
marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Marketing Communication plan's and campaigns objectives....................................................4
Application of AIDA model........................................................................................................4
The measurement of success of planning....................................................................................6
Campaign plan (Promotional mix)..............................................................................................6
Reflection on campaign...............................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is considered as key function of a business which helps in achievement of
sales targets. It is major role of a business to focus on its marketing operations in order to
increase the business strength and profitability (AL-Kanaani, Najm, and Hamoody, 2021). Most
of the international and national companies focus on the development of marketing activities and
functions in order to lead the marketplace. In this project example of TESCO company is taken
into consideration which is British multinational retail company. The company was founded
in the year 1919 and its headquarters are situated at London, United States. This project will
include the application of AIDA model in order to achieve key goals and objectives of the
company. This report will cover a major marketing communication plan which helps a business
entity to attract large number of customers.

TASK
Marketing Communication plan's and campaigns objectives
The marketing communication plan is considered as one of the key approach which helps
a business entity to communicate with customers (Czinkota, and Shams, 2021). Marketing
communication plan is developed and prepared by a business entity in order to increase the
chances of growth and expansion. Marketing management of TESCO play an important role in
the development of marketing plan.
Campaign objectives
 To increase the sales of company by 20% till the end of this year.
 To establish effective and precise customer relationship.
 To gain competitive advantage over major competitors like Marks and Spencer and
Walmart.
 To increase awareness related to product in front of various customers.
Importance of digital marketing tools
 The digital marketing tools will support the company to increase the chances of
business growth.
 Application of digital marketing helps a business to reach customers all across the
globe.
 Digital marketing helps a company to increase the market share by increasing sales.
 The digital marketing also helps a company to develop focused approach at the
marketplace.
Application of AIDA model
The AIDA model is considered as one of the key approaches in marketing which helps a
company to gain attention of the customers. The application of AIDA model for the TESCO
company are mentioned below:
 Attention- In the first stage of AIDA model a business entity should take into
consideration attention of customers. The key role of a business is develop major tools
and techniques like effective promotion, strategic choices and taking advantage of
opportunities.