Digital Marketing Strategies for Tesco PLC

Digital Marketing

Contents
Introduction...................................................................................................................3
Part 1............................................................................................................................3
Marketing..................................................................................................................3
Marketing mix and communication mix.....................................................................4
Digital marketing.......................................................................................................5
Social media marketing.............................................................................................5
Importance of digital and social media marketing....................................................5
Part 2............................................................................................................................7
Two examples of social media content with justification..........................................7
Screen shots of effective campaigns........................................................................8
Effectiveness of social media content.....................................................................10
Conclusion..................................................................................................................10
References.................................................................................................................12

Introduction
In today's corporate environment, direct digital marketing plays a key role.
Managers of many firms utilise this strategy to increase their company profit margins.
All the activities and dedications are directed at improving client service and
developing successful relationships with the company's key clients. In the presented
report operational working of Tesco PLC is being taken into consideration. The
respective firm is recognised as one of the biggest grocery store being
headquartered in UK region. The given firm was incorporated in 1919 with Jack
Cohen as its founder and now which is controlled by Ken Murphy as its current CEO.
In this report, the company's digital marketing strategies will be carried out under
its marketing plan. There are also some aspects that impact the regulation of
exhibition activities. Additionally, a marketing strategy employing online platforms is
also described in the study and its productivity in drafting the Road Map of company
towards its success (Akter and et. al., 2020).
Part 1
Marketing
The company's administrators have implemented digital marketing tactics to
ensure improved promotional efforts. Managers of the company think that digital
marketing is an efficient technique of communicating with the public and also taking
into consideration the appropriate utilisation of workers' resources. "The
management process, which identifies, predicts and provides effective and profitable
client requirements," is what defined by CIM as marketing. However, as per
American marketing association, 2021, Marketing is the profession, collection of
organisations and procedures for the creation, communication, delivery and

exchange of offers of value to consumers, consumers, employees and customers as
a whole (Definitions of Marketing, 2021).
Marketing mix and communication mix
Marketing mix is a collection of several elements being involved in marketing
activities of the business firm. It dedicates its efforts towards achievement of desired
marketing goals in the most efficient manner and also provide with better productivity
to the company while operating its several business tasks in given marketplace
(Avraham, 2021). In regards to chosen firm i.e. Tesco, managers of the firm taken
into consideration 7p’s of marketing which are as follows:
Product: The organisation's product means anything provided to the
consumer when a consumer is prepared to pay a value for money. In regards to
Tesco, groceries are the main product range of the company.
Price: These are the marketing factors that involve costs incurred and multiple
costs spent throughout the creation of the company's products. Managers of the
given company ensure better productivity of the firm through which they can sell
products and services of company at reasonable prices to their customers. These
are the most important determinant for deciding demand of company’s brand.
Place: It is anything associated to a physical outlet, where its operational
operations are presented by the company. The respective company have different
outlets situated in several regions of the world and also have its good online
presence (Chevalier and Gutsatz, 2020).
Promotion: The concept of promotion is about advertising, commercialization
and sales. This might include traditional advertising, TV, radio, billboards, etc. The