Marketing Mix for Home and Toilet Hygiene Products by TESCO

This report explains the concept of marketing and marketing mix, which is the combination of certain elements that strengthen the marketing activity of a business. It discusses the use of marketing mix for creating effective marketing policy for a newly developed product or service. The report focuses on TESCO's home and toilet hygiene products and how the company can utilize the 4Ps of marketing mix to enhance its marketing process. The report concludes with the importance of utilizing marketing mix to enhance the marketing activities of newly designed products and services.

Business Management
BMP4004
Contemporary Issues in Marketing
The nature and importance of the
marketing mix within the marketing
process
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Contents
Introduction...............................................................................................................................2
An explanation of marketing..................................................................................................2
An explanation of marketing mix...........................................................................................3
A brief theoretical explanation of 4Ps marketing mix.........................................................3
Introduction of product/service..............................................................................................4
Application of 4Ps marketing mix to the selected product/service..................................5
Product..................................................................................................................................5
Price.......................................................................................................................................5
Place......................................................................................................................................6
Promotion..............................................................................................................................6
Conclusion................................................................................................................................7
References...............................................................................................................................8
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Introduction
Marketing is an important function of an organization which helps it to sell its
products and services effectively and efficiently. Marketing involves many activities
such as promotion, distribution, selling etc. that helps the business to create
awareness and persuade customers to buy their products or services. TESCO is a
retail organization that is headquartered in Welwyn Garden, England and was
founded in the year 1919. This report will demonstrate the concept of marketing,
marketing mix which is the combination of certain elements that strengthen the
marketing activity of a business. Moreover, it will discuss about marketing 4P
elements that include product, price, place and promotion. Furthermore, it will
discuss about the use of marketing mix for creating effective marketing policy for a
newly developed product or service.
An explanation of marketing
Marketing consists of many activities that are undertaken by a company to
enhance the awareness of its products and services in the market and drive
customers' will to purchase them. Marketing involves promotion, sales, distribution
and many other activities in order to attract the customers and raise willingness to
purchase those products and services (Rahman and Ayaz, 2018). Marketing is a
complex activity which involves a process for developing, interacting, transferring,
sales and exchange offerings that are worthy for customers, retailers, wholesalers,
partners and the community as a whole.
Marketing helps an organization to create demand for its products and
services in the market and sell them easily. It helps an organization to create brand
awareness and positive image of its product and services in the minds of customers
and prospects. Marketing also involves the activity of identifying the market demand
or customer needs and utilizing that information to create goods and services to fulfill
market demand and customer needs. Marketing also acts as a statistical tool to
identify the right time and right location to place the products in the market so that
maximum number of customers can be reached. Marketing does not only fulfill the
demand of customers but it also provides useful insight to the producers about their
performance in the market (Jedin and Balachandran, 2021). Marking activity helps to
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create value for the customers and create strong producer and customer relations in
order to gain maximum market coverage in an economy.
An explanation of marketing mix
Marketing mix refers to a set of actions, utilities, tactics that are used by an
organization to create awareness and willingness among the customers to purchase
their products and services. Marketing mix involves many elements that can be used
by TESCO to enhance coverage of its products and services in the market. These
elements are product mix, price mix, place mix and promotion mix, which can be
utilized by an organization to make their products and services more effective and
efficient in the market. By using the marketing mix an organization can easily
differentiate its products by using product mix which can help to make the product
unique in the market (Stead and Hastings, 2018). The other marketing mix is price
mix that can be used by TESCO to create effective pricing policy for their products
and services that can attract the customers in the market. Moreover, a company can
use place mix to identify the most suitable location in the market where the product
can gain the maximum number of customers. The promotion mix also contains many
ways by which the brand image of an organization and its services or products can
be enhanced to attract maximum number of customers.
A brief theoretical explanation of 4Ps marketing mix
4Ps refers to annotation for the essentials of marketing that includes product,
price, place and promotion.
 Product mix: It is a physical factor that determines quality, quantity, looks
and other external factors of a product which can help an organization to sell it
effectively and efficiently. Product mix is elaborated as the uniqueness of
products or services in their physical form such as height, wait, color
composition, labeling and packaging etc. The backbone of TESCO is its
unique branding of the variety of products it sells in the market. The company
should focus on enhancing the physical factors and attractiveness of their
products to sell them easily in the market.
 Price mix: Price refers to an amount in terms of money or some value in
similar terms (O’Sullivan and Ngugi, 2022). The customers purchase a
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product by seeing its price and their capability to purchase it. In order to make
the product accessible for all levels of people, TESCO produces its products
at all ranges of cost. With the help of varied prices and price range the people
of lower, middle and higher income groups can easily access the products
and services offered by Tesco. Therefore, an organization must price their
products by understanding their target customers and demand in the market.
 Place mix: Place can be termed as a geographical location or some point
anywhere in space and time (Parra-López and Martínez-González, 2022).
Choosing the best suitable location where the product and services can be
delivered easily and maximum number of customers can reach them, which
helps an organization to develop effective marketing policies. TESCO ensures
that its products and services are available at each and every store where
they can reach so that maximum area can be covered where the customers
can reach easily.
 Promotion mix: Promotion can be defined as a strategy to create awareness
among the people and persuade them towards something (Tomczak,
Reinecke and Kuss, 2018). The activity of promotion helps to create
awareness among the customers about the products and services present or
offered by the company across the market. Tesco uses extensive marketing
techniques and high cost advertisements as a way to promote its products
and services and create more prospective buyers.
Introduction of product/service
TESCO is focusing to establish its own products in the segment of home and
toilet hygiene products. Toilet and home hygiene products are the goods or materials
that help to keep the toilet clean and free of germs and bacteria. The idea of
developing this kind of products is mainly due to the increasing cases of bacterial
and viral infiltrations in the life of human beings across the globe. The main reason
was COVID-19 pandemic, which raised the demand for numerous products and
services that could aid people from germs and infections. The toilets and bathrooms
are among those areas where the germs and bacteria breed and if it is the case of
such a pandemic that has hampered the whole global community the chances
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should not be taken. By developing the toilet hygiene products, TESCO focuses on
eliminating the spread of deadly viruses and bacteria to keep people healthy and
safe.
In today's world of pandemic the access to cleanliness is not just a luxury but
it is vitality for everyone. The consumers also prefer to maintain cleanliness and
hygiene due to the risk from life threatening bacteria and viruses that creates
problems for them. Due to the rising counts of public places, awareness of health,
disposable income of people and many other factors the people had understood the
importance of sanitation and hygiene at all places. This has created an exponential
demand for hygiene and sanitary products among the customers (Lahtinen and et.
al., 2018). The importance of human toilet hygiene has spread among all the people
across every income group which has created a high demand for such types of
products that are developed by TESCO. The need for these products are not likely to
decline in the near future and will give the company the ability to grow its branches
and have higher market coverage for this product.
Application of 4Ps marketing mix to the selected product/service
In order to develop higher market coverage for the home and toilet hygiene
products the company can utilize 4 P's of marketing mix which is as follows:
Product
The look, design, shape, size and weight of product determine its ability to
attract a higher number of the customers. Therefore, Tesco should precisely design
the shape of products which are handier for the customers and that can be used
easily. It should also develop creative packaging and labeling of the products that
are eye-catching and attract the customers towards them (Hollensen, 2018). The
company should also try to fix the quality of the products of such a standard that can
be felt by the customers and their willingness and loyalty toward that product can be
enhanced. The product should be highly precise and shows the uniqueness of brand
and high values to the customer. Extraditions must be avoided and the information
on the product must be made clear to the customer so they can easily understand
what it is for.
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Price
Price is one of the major factors that can determine the success or failure of a
product or service in the market. TESCO should enhance its pricing policy to make
the product available to everyone, from a rich person to the low earner. The price of
the product must be determined by clearly understanding the market competition and
cost of similar products present in the market. The company should precisely
understand the cost of such products in the market before pricing their own products
so that a competitive price range can be determined for their product. The price of
the product should be near to the price of products available in the market but the
fluctuations must be constantly viewed. With the help of a good pricing policy the
company can easily attract more customers towards them and their product.
Place
Place mainly refers to the point anywhere in space and time. If the space and
time is clearly understood the marketing of a product can be done very easily
because by understanding the correct time and location for placing the product or
service can help the company to sell its product more effectively and efficiently.
TESCO has wisely analyzed the market and has chosen the correct time of
pandemic situation to bring up these home and toilet hygiene products. If the
products are placed at the correct point and in the correct time they are more likely to
get success. In the case of hygiene products, the time is most suitable because the
whole world is facing the challenge of pandemics and people have understood the
significance of sanitation and hygiene. Therefore, the ability to identify the place
where the product must be kept to attract the maximum number of customers can
help an organization to get higher success.
Promotion
There are many ways and strategies of creating awareness among the people
about certain products or services produced by the company (Thu, 2019). TESCO
utilizes above the line and below the line promotion techniques in order to create
awareness about the products and services among the people. The product and
services may not be effective in capturing the market if they are not promoted.
Therefore, the organization uses above the line techniques of promotion such as
television, mass media, etc. to communicate with a larger number of people at once.
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Another method that is used by organizations to promote its products is below the
line promotion techniques involving direct selling, door to door selling, personal
contacts etc. With the help of these promotion techniques the home and toilet
hygiene products can be easily promoted in the market.
Conclusion
From the above report it has been concluded that marketing is an important
activity of an organization to enhance awareness of its products and services among
the customers and enhance its sales. The report had been explaining about
marketing mix which utilizes a set of actions and tactics to enhance the marketing
process of products and services. Moreover, the report had been explaining about
the product mix, price mix, place mix and promotion mix that can be utilized by an
organization to enhance its marketing process. In the end, the utilization of marketing
mix has been given in order to enhance the marketing activities of newly designed
products and services.
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References
Books and Journals
Hollensen, S., 2018. Marketing-Strategie und Marketing-Mix. In Einführung in das
Bildungs-und Kulturmanagement (pp. 31-44). Ziel-Zentrum für
interdisziplinäres erfarungsorientiertes Lernen GmbH.
Jedin, M. H. B. and Balachandran, I. A. P., 2021. Marketing Mix Elements and
Customer Service Satisfaction: Empirical Evidence in the Malaysia
Edutainment Theme Park Industry. Services Marketing Quarterly, 42(1-2).
pp.93-107.
Lahtinen, V.and et. al., 2018, May. An Abstract: Do We Need to Imply a Full Mix? 4P
Versus 1P. In Academy of Marketing Science Annual Conference (pp.
445-446). Springer, Cham.
O’Sullivan, H. and Ngugi, I., 2022. Marketing Mix. In Encyclopedia of Tourism
Management and Marketing. Edward Elgar Publishing.
Parra-López, E. and Martínez-González, J. A., 2022. Service Marketing Mix.
In Encyclopedia of Tourism Management and Marketing. Edward Elgar
Publishing.
Rahman, M. K. U. and Ayaz, M., 2018. The Impact of Marketing Mix on Customer
Buying Behavior: A Case Study of Footwear Industry. NUML International
Journal of Business & Management, 13(1). pp.107-117.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the
balance right. In Social Marketing (pp. 29-43). Psychology Press.
Thu, T. M., 2019. THE INFLUENCES OF MARKETING MIX ELEMENTS ON
CONSUMER PURCHASE INTENTION OF COSMETIC
PRODUCTS (Doctoral dissertation, MERAL Portal)
Tomczak, T., Reinecke, S. and Kuss, A., 2018. Planning the marketing mix.
In Strategic marketing (pp. 171-221). Springer Gabler, Wiesbaden.
.
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