Contemporary Issues in Marketing: A Case Study of TESCO

This report discusses the application of AIDA model in marketing communication plan for TESCO. It covers campaign objectives, importance of digital marketing tools, promotional mix, and success measurement.

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.

 Interest- The business should identify interest of key customers and achieve it in order to
increase the sales turnover ratio (Dutta, and Sharma, 2021)(Hyde, and Mitchell, 2021).
The TESCO company should also develop a major planning framework which is helpful
in increasing interest of customers.
 Desire- In this stage a business should look forward in establishment of a approach once
the awareness related to product is developed. The company should also focus on
understanding wants and needs of the customers to develop systematic approach.
 Action- The action are the necessary steps which needs to be taken by company in order
to gain competitive growth. Business organisations should develop focused approach in
managing key actions with more ethical approach.

The measurement of success of planning
In order to measure the success of campaign the TESCO company should develop focus
on the following points:
 The success will be measured by taking feedback from customers.
 In order to measure the success company can also take advice of its employees.
 To develop success, it is essential for the company to take into account success
measurement tools.
 To develop positive image at the marketplace.
Campaign plan (Promotional mix)
Communication 1: Facebook
Facebook is one of the major social media website which performs key operations all
over the world. As TESCO is a multinational company, it will use Facebook to establish
communication with customers all across the globe (Jaiganesh, and Sundar, 2021). The TESCO
company should promote its retail products online in front of all major customers all across the
globe. The advertisements of the company will be developed by IT experts in order to lead the
competition.
Communication 2: Instagram
The Instagram is one of the emerging social media website which has large number of
users worldwide. The Instagram is considered as one of the major websites through which
TESCO can perform its major operations. In order to promote products on Instagram it is major
responsibility of the TESCO company to take into consideration demand and needs of key
customers. The company will promote its advertisements on the major pages of Instagram to
develop systematic approach in promotion.
Communication 3: Twitter
The Twitter website can be used as a good source of circulating information related to
products and services. The Twitter can be used as a main source of circulating information
related to products on social media (Niininen, 2021) In order to perform publicity on Twitter, it
is main role of TESCO to develop ethical advertisements. The Twitter can be also used by the
business in order to develop major advertisements and publicities on social media.

Communication 4: YouTube
By showing and presenting a retail products in different videos, it makes influence and
proposes people to buy more of its products by creating awareness about the products and other
details. This allow users to have complete knowledge about the products and also create interest
in the product to develop effectiveness in advertisements (Pinarbasi, 2019) The TESCO
company should develop suitable advertisements on You Tube by framing major videos which
are to be developed by IT experts. The market research and survey will be developed TESCO
and then it will work on making major videos for the publicity including celebrities.
Reflection on campaign
I consider that campaign is one of the most important part of developing marketing
related operations. In my perspective, marketing campaign is one of the most crucial approaches
which helps the company to move further in terms of sales increasing. I have also analysed that
marketing plan should be formulated and prepared in a professional manner by a business entity
to gain competitive advantage. In my views, social media and internet related campaigns are the
most effective in terms of communicating with audience. It is one of the major roles and
responsibilities of marketing management of a company to analyse key ways of developing a
business and perform the actions accordingly (Tonkova, 2019). I will focus on development of
goals and objectives related to marketing in order to increase the competitive strength of the
organisation I am working for. I consider that in order to lead the competition, it is essential for a
company to take support of various strategic actions and choices. I have analysed that social
media websites are the new platform which helps a company to deliver key practices related to
business development and reach major customers.

CONCLUSION
From the above stated report it can be concluded that marketing is one of the crucial
functions of a company which helps in increasing the chances of success of business. This
project concludes that AIDA model play a significant role in increasing the chances of business
development. This project concludes the importance of marketing communication plan in order
to increase the chances of success of a business. This report also concludes that in order to
achieve marketing objectives, it is essential for the business entity to develop strategic and
planning development.

REFERENCES
Books and Journals
AL-Kanaani, M.K., Najm, F.S. and Hamoody, W.H., 2021. Social Media Marketing Versus
Conventi0nal Marketing In The Motor Industry. Journal of Contemporary Issues in Business and
Government Vol, 27(1).
Czinkota, M.R.,and Shams, S.R., 2021. Marketing Management: Past, Present and Future.
Springer Nature.
Dutta, A. and Sharma, A., 2021. Brand Snapshot: A new marketing tool. Journal of
Contemporary Issues in Business and Government Vol, 27(2).
Hyde, F. and Mitchell, S.L., 2021. Introducing charity marketing: Contemporary issues, research
and practice. In Charity Marketing (pp. 1-3). Routledge.
Jaiganesh, M. and Sundar, C., 2021. A Study About Small Scale Business Players' Awareness
Intensity On Digital Marketing Trends For Business Promotion In Tamilnadu. Journal of
Contemporary Issues in Business and Government Vol, 27(1).
Niininen, O. ed., 2021. Contemporary Issues in Digital Marketing. Routledge.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Pinarbasi, F., 2019. Contemporary Issues and Challenges in Marketing Environment Worldwide.
In Handbook of Research on Managerial Thinking in Global Business Economics (pp. 22-40).
IGI Global.
Tonkova, E., 2019. UPDATING MARKETING–CONTEMPORARY ISSUES. FACULTY OF
ECONOMICS-PRILEP UNIVERSITY „St. KLIMENT OHRIDSKI “-BITOLA, p.482.