Tesco Marketing Plan: Customer Value Creation, CRM, and Social Media

This report analyzes Tesco's marketing strategies, focusing on creating customer value, CRM, and social media initiatives. It begins with an introduction outlining the importance of effective marketing for Tesco's market sustainability. Task 1 explores relevant marketing concepts like the marketing concept, customer relationship, service-dominant logic, and business networks, justifying their relevance to Tesco. It then provides examples of how Tesco utilizes these concepts to create customer value. Furthermore, the report justifies the use of CRM, social media, and multichannel marketing for winning and retaining customers. Finally, it designs a comprehensive CRM and social media marketing initiative tailored to Tesco, aiming to enhance customer engagement and drive sales. The report emphasizes the importance of understanding customer needs, utilizing technology, and building strong relationships to maintain a competitive edge in the retail industry.

PLAN FOR
CREATING VALUE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P .1. Relevant theoretical concept and justifying its relevance to the organisation selected......1
P.2 Reviewing and providing examples within Tesco as how the theoretical concept explains
the creation of value of customers..............................................................................................3
P.3. Justify CRM OR KRM or Social Media and multichannel marketing as method for
winning ad retaining customers..................................................................................................5
P.4. Design a full CRM or Social media marketing initiative appropriate to Tesco organisation
in winning and retaining customers............................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
In this documentation, this assignment defines that, Tesco company need to utilse
effective marketing strategy in order to sustain in the market in efficient manner and provides
appropriate approaches in respect to development of customer values in the firm and impressive
plan of marketing in the industry as well. Moreover, this study also describe about utilisation of
approaches of relationship marketing, service dominant logic and business networking by which
organisational marketing professionals can improve the sales and customer relationship in the
market efficiently. Apart from it, the company also need to utilisation of modern marketing
concepts such as social media marketing and customer relationship management approach in
order to create effective engagement with customers in order to raising sales of the business
effectively.
TASK 1
P .1. Relevant theoretical concept and justifying its relevance to the organisation selected
Theoretical marketing concept: Marketing concept is most necessary part for Tesco
company in order to make promotion of its all retail product and services effectively. The
marketing concept of the company defines that, they must have proper planning about promote
their product and services of the business in order to make them more efficient in the retail
industry. The company need ton apply modification in some of its areas by which they can make
proper development its marketing concepts effectively. The marketing concept of the business is
concerned about some essential activities in the organisation in order to increase the sales of the
company in more efficient manner (Mele, Russo Spena and Colurcio, 2010). The marketing
concept of Tesco firm includes some important marketing parts such as Advertising, public
relationship to make positive impact on customer mind in effective form. Moreover, marketing
concepts is a gourp of activities of the company towards organisational product and services by
which the marketing manager of the enterprise can make promotional activities of their new
existing product and services in the market in more efficient form. The company need to utilise
proper marketing concept and identify the key criteria of the business by which they can make
development in its business in more efficient sort.
Customer relationship: Relationship marketing is also one of the major concept of the
business by which the company ca make effective formation of customer relationship with them.
They need to make development in some of the areas by which effective customer relationship
1

could be established within the organisation efficiently. The relationship marketing concept of
Tesco business can provides an effective relation with their all existing clients in the market in
terms of make promotion of their all retail and grocery product and services in proper form. The
company need to utilise this concept to getting engaged with their loyal customers in the market
by reacting strong relation, emotions, customer connection and broad communication with
several new customer can formulate positive values of the company among their customers in the
market efficiently (McDonald and Wilson, 2016). A customer of the business entity can be
convinced to select their brand product and services effectively, without the strong relationship
of marketing strategy thy might not come back to purchase again the product and services of the
company in the industry appropriately.
Service dominant logic: Nowadays, the service marketing has been changes in its conept
at broad level and sharply separated from the marketing of goods is directly influences. In case
of changing the concept of service marketing provision in the market, the company need to
determine the values of its core services provision in the market instead of major focusing on
organisational products. In the concept of services domain logic, the business entity need to
make major focus on the increasing values of their service in the industry instead of products.
The concept says that, services is more prevalent than products of the business and the product is
a medium of services provision to the company in efficient manner so that with the help of
product services, all customers of the company easily identify the services' effectiveness of the
organisation in the industry in more effective form (.McDONALD, 2016). Moreover, this is the
concept which defines about to effective relationship with the customers to the company in
proper form. They need to make understand the areas by which the company can establish proper
relationship with tehir effectiveness in more efficient form. The new logic of effective services
provision can influence the services furnishing process of the firm sufficiently.
Business networks: This the most effective method for Tesco business in order to
establishment of their positive and appropriate relationship with their business employees to
customers and clients in the industry effectively. The major aims of business networking is that,
tell about our several products and services in the markets effectively and make the people into
our new customers efficiently. The major benefits of this concept is that, the company can meet
to their new potential customers in the market in effective form. They need to make understand
the areas by which they could formulate effective relationship with their existing and loyal
2

customers in the market so that sales of products and services can be raised within the industry
more effectively. The company's marketing manager need to connect with potential clients and
business partners at regular basis in the market and maintain effectively relationship with them in
order to attain business aims and goals objectives within the business environment efficiently.
P.2 Reviewing and providing examples within Tesco as how the theoretical concept explains the
creation of value of customers
Tesco is a one of the leading retail player in the industry and the organisation utilise
different-different concepts in order to execute their marketing efforts in the organisation and
also promote new products and services of the business in the market in more efficient form
(Manning, Reece and Ahearne, 2011).
Customer relationship concept in Tesco: Tesco is one of the leading player in the UK
retail industry and they furnishing their effective retail services and products to their customers
in efficient form. The company make effort to the goals and objectives of the business in order to
deals and sales of their products by direct mail and e-mailing to their loyal customers in the
market who used to purchase the product and services of the company frequently. Relationship
marketing assist the business in order to accomplishment of their organisational goals and
objectives within the industry in appropriate form (Armstrong, Kotler, Harker and Brennan,
2015). The company need to make development in some of the areas by which they could better
understand the needs of each of customers and become the first one who satisfy customer's needs
effectively in the industry.
Example: Tesco is one of the leading player in the industry which make effort to identify
the needs and requirements of each of their customers and get communicated with them by
sending e-mails when new product and services has been arrived to their new outlets in the
company (Kotler, 2015). This concept is shows that, Tesco better understand the each needs of
their customers in the market and try to fulfilment of each of their customers demand in very
quick way. Tesco regularly update their website when new products arrive at their stores
effectively. Tesco also deals with discounts to dealing with their customers so that it assists to
establish effective relationship with their existing customers effectively and increase the sales of
the entity properly.
Service dominant logic concept: Tesco is also made efforts to formation of services
effectiveness in the industry in more effectively. They have to understand the areas in which they
3

can develop their service effectiveness in the industry in order to establishment of positive
influence of services effectiveness in the market in efficient way. The company always used to
make effort in terms of presenting its services effectiveness to its customers by utilising various
marketing concepts of promotion of their products and services in efficient form. They have to
know that, they have some of the issues by which the company can generate more relevant
services towards their existing clients in the industry (Jenkins, Ford and Green, 2013). The
company need to formulate a plan in which they have to make major focus on influences of
services effectiveness.
Example: Tesco business now has been increasing its value in the market by establishing
services effectiveness in the industry effectively. Tesco keep up with new technologies'
implementation in their retail outlets so that each one of them could make more impressive
values in the market in more effective form. Variety of new retail product and services is arriving
in the stores and company make updates of their all new products on their official websites, and
on the basis of the ordering approach and provide all products on particular time in the market
that could assist the corporation in order to increase their services effectiveness in the market in
more effective from. They provide pre-order option to their customers and deliver to customers
address on predetermined tome period, which helps the company to make influences on the
customers by influencing them.
Business networks concept: Tesco is using business network strategy at the workplace in
order to sustain the market in more effective form. They need to make use of some of the
effective services in the organisation by which effective networks can be established in the
company in more efficient form (.Hollensen, 2010). The company implementing network
strategy at the workplace, by which they established effective networks with their clients and
customers in the industry in effective form.
Examples: Tesco is making efforts to establish strong relationship with its existing
clients in the company in effective form. They launch the new networking technology and online
services by which they can establish effective relationship with their effective services in the
market in effective form. They have done most of their efforts In terms of set up business
networks with their suppliers in order to completion of each work effectively.
4

P.3. Justify CRM OR KRM or Social Media and multichannel marketing as method for winning
ad retaining customers
Customer relationship management: CRM of Tesco organisation is one of the major
concept by which the company will be bale to establish effective relationship in the market in
more effective form. In case of CRM aspect of the company, various tactics and strategies is
implementing on the business environment in the industry in order to make sure that marketing
objectives of the firm is achieving successfully in the company. In today's world's information
technologies has been played a vital role in order to establishment of effective customer
relationship in the market and increase customer satisfaction level and convenient power
properly as well (Gummerus, 2013). Tesco is implementing multi-channel client management
strategy at the workplace in respect to maintain CRM within the business environment
effectively. The manager and leader of the firm make strategy of manager proper relationship
with clients and suppliers by using IT technological software and online services. This is the
most appropriate manner to maintain relations with providing ATMs, kiosks, call centers,
networking and home shopping and direct marketing approach in context of establishment of
efficient services in the company in effective form.
Social media marketing channel: This is also one of the appropriate concept for Tesco
organisation in order to maintain effective relationship and establish proper customer retaining in
the industry effectively. Tesco business can utilise various tools and techniques of social media
marketing in the industry in order to maintain relations with their customers and suppliers and
also make efforts to get connected with each suppliers and customers in the market so that
customer retaining could be win in the organisation. The company require creating customer
engagement with their clients to using social medial marketing channel and promote tehir
product and efficient services in the industry in effective form, which generate more revenue and
network ability in the market in more efficient form (Grönroos, 2012). The firm could establish
impressive communicational channel with all other clients and suppliers of enterprise. This is
also most effective strategy over the traditional approach of establishment of marketing channel
in the industry effectively. The company need to make sure that, they have proper development
plan in the company in order to establishment of mass communication channel in the market so
that effective decision could be made in the company in proper form. This is also highly targeted
5

concept by which the organisation can increase the sales of their product and services in the
organisation in effective form.
P.4. Design a full CRM or Social media marketing initiative appropriate to Tesco organisation in
winning and retaining customers
Customer relationship management in Tesco: In case of creation of customer
relationship management in Tesco organisation, with the help of this the company can formulate
an effective plan in order to increasing customer value in the industry effectively. Therefore, the
business manager of the company need to formulate an effective marketing strategy by which
they can make established effective relation with customers. In case of Tesco, The company
manager need to use information technology to make impressive relations with their existing
customers in the market (Cooper, 2011). They can send some of effective offers and attractive
discount vouchers on some of attractive retail product and services which has high rate of sales
in the market. They can connect with sending personal messaging and e-mail services, which
will introduce to their new customers about to their new existing and attractive offers in the
market. Customers would attract towards new customers products and services in more effective
form. The sales of their product will be increased and also customer value in the industry raise
effectively.
Social media marketing: Social media marketing is also one of the major strategy of
promoting product and services of the business in the market in more effective form. The
company professionals could use of some essential social medial marketing tools such as
Facebook, Twitter, Google plus, Instagram, Pinterest etc. these are most appropriate tools of
social media marketing in the country at mass level. New offering of their existing product and
services in the organisation, the company professional could give attractive adds on the
Facebook and done excellent job in order to engaging with new customer in the market. They
need to furnish effective advertising of their new retail product and services which attract the
customers in the company in more efficient manner (Casadesus-Masanell and Ricart, 2010.).
Tesco is frequently taking initiative in order to encouraging conversation and live chats with
their customers on Facebook, Twitter and Instagram which will provide them also bargaining
services at online platform, which will assist the business to raise its sales on online platform
across the world. This is one of the leaver tactics by which they have to give adds on these social
6

sites and offer them on online basis, which helps the business to increase its customer convenient
and sales efficiently as well.
CONCLUSION
From the above analysis, it is concluded that, Tessco company need to utilise effective
marketing strategy according to modern demand in the market, which can assist the business in
order to sustain in the market in more effective manner. Tesco enterprise need to use of effective
marketing channels in the industry by using social medial marketing options and also customer
relationship management approach, the company can generate more customer satisfaction level
and increase the sales of the business efficiently.
7

REFERENCES
Books and Journals
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Casadesus-Masanell, R. and Ricart, J. E., 2010. From strategy to business models and onto
tactics. Long range planning. 43. 2-3. pp. 195-215.
Cooper, R. G., 2011. Winning at new products: Creating value through innovation. Basic Books
(AZ).
Grönroos, C., 2012. Conceptualising value co-creation: A journey to the 1970s and back to the
future. Journal of Marketing Management. 28. 13-14. pp. 1520-1534.
Gummerus, J., 2013. Value creation processes and value outcomes in marketing theory: strangers
or siblings?. Marketing Theory. 13. 1. pp. 19-46.
Hollensen, S., 2010. Marketing management: A relationship approach. Pearson Education.
Jenkins, H., Ford, S. and Green, J., 2013. Spreadable media: Creating value and meaning in a
networked culture. NYU press.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Manning, G. L., Reece, B. L. and Ahearne, M., 2011. Selling today. Pearson Education.
McDONALD, M. A .L. C. O. L. M., 2016. Strategic marketing planning: theory and practice. In
The marketing book (pp. 108-142). Routledge.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Mele, C., Russo Spena, T. and Colurcio, M., 2010. Co-creating value innovation through
resource integration. International Journal of Quality and Service Sciences. 2. 1. pp. 60-
78.
8