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Principles and Practice of Marketing INTRODUCTION

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Principles and Practice of Marketing INTRODUCTION 3 TASK 13 |Promotional mix 4 Advertisement 4 TASK 25 AIDA model 5 Above or Below line 7 CONCLUSION 9 REFERENCES 10 INTRODUCTION Promotional Marketing refers to the process of promoting the products or services of an organisation for attracting more customers towards the offerings of the business firms. This firm is providing a wide range of books, clothing, electronics, furniture, toys, petrol, software, financial services, telecoms,and internet services to the customers

Principles and Practice of Marketing INTRODUCTION

   Added on 2020-10-22

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Principles and Practiceof Marketing
Principles and Practice of Marketing INTRODUCTION_1
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3Promotional mix.....................................................................................................................4Advertisement.........................................................................................................................4TASK 2............................................................................................................................................5AIDA model...........................................................................................................................5Above or Below line...............................................................................................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONMarketing refers to the process of promoting the products or services of an organisationfor attracting more customers towards the offerings of the business firms. Marketing is done byvarious tools and methods such as advertising, promotions, offers and discounts for attracting thecustomers in order to raise the profit and productivity. The taken firm in this assignment report isTesco which is a supermarket chain based in England, UK. This firm is providing a wide rangeof books, clothing, electronics, furniture, toys, petrol, software, financial services, telecoms, andinternet services to the customers. The company is employing more than 460000 employees intheir 6569 stores across the World. This report will cover the promotional techniques which areused by the organisation along with the practical promotional mix policies. Further this reportwill cover the theoretical aspects of the promotional mix which are used by the supermarketalong with the evaluation of the effectiveness of these tactics.TASK 1Background of the companyTesco is a British based Supermarket chain which was founded by the Jack Cohen as agroup of market stalls in the year 1919 at England, United Kingdom. The headquarter of thecompany is in England, UK. The company is also listed on London Stock Exchange and is aconstituent of FTSE 100 Index. Tesco is providing a wide range of products to the customerssuch as books, clothing, electronics, furniture, toys, petrol, software, financial services,telecoms, internet services etc. The company is providing employment to more than 460000employees in their 6569 stores across the World. Tesco is the market leader of UK in terms ofproviding the groceries with a market share of around 28.4% (TESCO COMPANY PROFILE,2019). Currently the firm is operating in more than 7 countries i.e. Thailand, Hungary, UnitedKingdom, Ireland, India, Malaysia, Czech republic etc. The vision, values, and mission ofTesco are connected with each other for generating a good brand image in the mindset of thecustomers. The value of the company is to serve the customers with the good quality productsfor their satisfaction (Our Core Purpose and Values, 2019). Tesco is the 3rd largest retail firm inthe world in terms of the gross revenue and 9th largest retailer in terms of revenue.Tesco is dealing in various segments such as supermarket, Hypermarket, superstore,convenience shop. Tesco Extra shops are comparatively larger then the supermarkets and
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established mainly outside of the town in which all the products of the firm are available.Whereas the Hypermarket are located near public places for attracting the customers. Thelargest Tesco Extra in terms of floor space is present in England at a place known as Walkden.This store is spread in area of 17,230 squares meters and 185,500 square feet of floorspace.Tesco has also purchased several small firms such as Dobbies garden, Harris+hoole,Giraffe etc. Dobbies was acquired by the Tesco in 2008 which is a garden centres acrossScotland, England and Northern Ireland. Harris + Hoole is a coffee chain which was acquiredby the Tesco in 2012 and sold it to Caffe nero in 2016. Giraffe is also acquired by the companyin 2013 which was a restaurant chain in the United Kingdom and sold it to Boparan Holdings inJune 2016. The market share of the Tesco in the grocery section was 28.4% in UK. From 2018,the market share of the firm starts decreasing and the market share of the ALDI and LIDLstarted to increase (Aliata and et. al., 2012). Tesco has faced various allegations from thecustomers and heavily criticised for aggressively pursuing critics of the company in Thailand.Tesco has also faced problem from Office of Fair Trading of UK for fixing the prices of themilk, butter and cheese. In the recent years ,TESCO company has faced many allegations ofexploiting the small farmer of UK. Also horse meat was found in the Burgers of Tesco due towhich the firm has to withdraw their 26 products from the market.Promotional mixPromotional mix refers to the one of the P of the 4p's of marketing mix which includesvarious promotional tools and methods such as advertising, Public relations, personal selling,sales promotions etc. for increasing the profit and sales of an organisation (Promotional Mix,2016).Advertising:It is the major factors of promotional mix which is useful for the firms inbuilding the brand and for determining the ways through which the market will perceivethe firm. Through this, the firm can provide the information to the customers regardingtheir products. Advertising is mainly done through the newspapers, social media,internet, banners etc. through which the Tesco can reach the customers for offering theirproducts (Ennew, Waite and Waite, 2013). Personal Selling: It is the traditional form of promotions in which a salesman interactand approach the customers by visiting their house or offices. The salesman face to faceinteract with the potential customers for influencing their decisions to purchase the
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