Marketing Process & Planning for Tesco: Concepts, Functions, Mix, and New Product Launch

This report discusses the marketing process and planning for Tesco, including the concepts, functions, and mix of marketing, as well as a new product launch. It includes a comprehensive marketing plan with clear and SMART objectives, marketing research, situational analysis, media plan, and recommendations.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing is very important for the business, it involves the understanding the demand of the
consumers as well as building the proper relation with the customers are the part of the
marketing. The chosen organization is Tesco, it is a largest supermarket chain in UK. Which
provides the quality products and services in which it helps to fulfil the need of the customers
'(Gbadamosi, 2020). The current report will explain the concepts and definition of the
marketing in this 21st century. Along with the description of the roles and responsibilities of
the marketing function which works and interact with the other departments. Also, the aim,
vision, mission and objectives are described in this report. Further, the impact of the
marketing mix will be described with achieving the overall objective of the company. It also
includes the launching process of the new product of Tesco which is Almond cookie.
Moreover, the marketing plan will explain the marketing objectives with the utilization of the
theories and models. Lastly, it will include some recommendations which provide for the new
product launch.
2.0 An explanation of the concept/definition of marketing in
the 21st century
As the world is moving day by it is creating a different impact in which it increases the level
of the marketing which helps with full filling the customers demands as well as satisfied them
by providing the different kind of the products. Although, the future generation of the
customers are come up with the different option of the income, and they could not have that
much time which they can spend upon the shopping. The marketing concept simply helps
with delivering the effective ideas which helps to launch the new products as well.
3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing is a function which has a significant role in the overall promotion and
advertisement r a business in the industry. Marketing is helpful in generating awareness about
the products and services of a brand to the customers which is essential for its growth. The
major role of marketing is to meet the needs and demands of the customers which is essential
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for increasing their satisfaction levels towards the business. Marketing is helpful for
promoting growth and sustainability of the business in the industry. With the help of
marketing activities, these businesses are unable to grow and generate better quality of output
which is necessary for the businesses to grow. Write your answer here
The marketing function is further beneficial for the businesses to increase their market
share and target customers which are out of their geographical locations having a positive
influence on the overall success and performance of the business. This function is helpful for
developing better relationships with the customers which has a positive impact on their
performance in the industry (Hair, Harrison and Risher, 2022). The company is able to
motivate the customers to make their purchase decisions towards the business. It is essential
for the company to enhance their performance in the business environment which plays a
significant role in the success of the business in the industry. It is helpful for gaining better
competitive advantage in the market which is essential for the company to grow and enhance
their success in the industry. With the help of these aspects, the businesses are able to grow
and enhance their productivity in the competitive business environment. The brand image is
developed and promoted with the help of the marketing function which is essential for
providing a support to the business for increasing the interest of the customers towards the
organizational practices.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing function can be termed as the process in which roles and responsibilities of each
and every department is clearly described in depth. The role of marketing department gauge
the market trends and customer demands. Further marketing strategy is build on the similar
basis to spread more awareness and purchase by customers. Also, they effectively perform
fundamental task and activities likely to be termed as, advertising, branding, test marketing.
Interrelation of the Marketing and sales - Marketing and sales are those
departments who work collaboratively to accomplish desired goal. The role of marketing is
foremost to attract customer towards business forming up their interest for the specific
product. marketing department ensures that sales department performance for selling up the
product and services which cope up with basic fundamentals of customers.
Marketing relation with finance department –In the context of Tesco, coping up
with finance is quit significant in order to ensure there is appropriate budget to meet
requirements for research, distribution and promotional activities. Similarly, in this concern
marketing and finance role is helpful for promoting the activities in right order while having
the favourable aid with budget facilities.
Marketing relation with human resource management –It is one of the most
prominent aspect as it is necessary to ensure suitable skills as well as staffing levels at
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workplace. This will help to form better working outcomes which would definitely result in
better quality of output for Tesco. Higher level of workforce assists to conduct suitable
marketing research and introducing new product.
Marketing relation with information technology – The information systems and
databases are developed by information technological sources which further assist marketing
departments to conduct marketing activities effective with the help of customer relationship
management software. They also get an ability to get in touch with customer insights through
which further products can be introduced in market suitable while having the favourable aid
with budget facilities.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
There are the detailed explanation of the marketing mix which are examined by the 4ps in the
context of Tesco.
Product- Tesco has a better marketing strategies which helps them to sell its product
on the different manner which helps to increase the marketing demand of that particular
product as well. It has a different type of brand of the products which helps to gain the
customer towards the company (Hair, Harrison and Risher, 2018). It sold many types of the
product such as, household products, cosmetics, food and beverages. These all are the
products which are available in the market and helps to satisfy the needs of the consumers.
By investing into the brand which makes more innovative, as it helps to increase the product
quality as well.
Price- it offers different products in which it provides on the fair price, it also helps
the customers so that they can purchase that product on the effective prices. Different
companies are making its price strategies which helps to increase the product line. It has a
different pricing strategy in which it is followed in the premium market which helps to
increase the product pricing.
Place- Tesco has a different type of the products and services in which it sells its
products on the very different market place. It also has its supermarkets which are spread
across the world and helps to increase the productivity as well. It also receives many online
orders which helps them to attract more customers which are important for them.
Promotion- it is using different type of the promotional activities which are in the
favour of the Tesco. Social media platform as well as the television advertisement are also the
sources of the promotional activities of the organization. In the current time there are the
different type ofhere the promotional activities which are also the sources of promoting such
products which are in the favour of the organization.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
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success of the organisation in meeting their overall
business objectives
In the context of Tesco, the marketing strategy which is adopted by them is product
development strategy as it provides accessibility to serve with bunch of products
according to needs (Parker, Williams and Bero, 2018). Also through this approach,
corporate gets an ability to fulfil objectives and accomplish their desired goals at
broad scale. Moreover, company is systematically working with third party brands in
order to analyse strategy that is generally being utilized and get benefited by them
from broad scale. It can be stated that objectives also fulfilled that have been
investigated as well as it is diversified at the large scale. Hence, company is
collaboratively working with strategic acquisitions and exclusive associations which
introduce valuable image of company in marketplaces (Streimikien and Korneeva,
2020). It explains how company is managing its business functions and operations to
reach up to the target by following the systematic approach. It is also helping
business to accomplish overall objective which was framed by Tesco.
3.0 Recommendations
 The product marketing strategy can be different and unique as compare to the other
product marketing which will help organization to increases the product quality in the
market.
 The social media platform which are adopted by the organization for the promotion
can be in a different form in which it helps to increase the productivity of the
company as well.
 By targeting the customer are the essential aspect which should be taken on the very
large and helps to consumer base as well.
 The operations and marketing process of the Tesco should be checked on the daily
process which will help to increase the productivity of the company as well.
9.0 Conclusions
From the above report, it has been concluded that the concept of the marketing in
this 21st century are evaluated with the different aspects. These aspects help to
achieve such aims and objectives which are more important for the company. There
are the different roles of the business with the interrelation with the other
departments with the different function are the one which helps to know about the
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roles and responsibilities of the organization. Further, the report has been concluded
the marketing mix which were described for achieve such objectives of the Tesco
and helps in the new product launch of the company. Although, the marketing plan
framed with the SMART objectives which shows with the use of the models and
theories. Moreover, the media plan also framed in this report along with the budget
plan. It is also initiated with the detailed market analysis in which it helps to show the
concern for the new product as well.
References
Gbadamosi, A., 2020. Buyer behaviour in the 21st century: Implications for SME marketing.
In Entrepreneurship Marketing (pp. 72-96). Routledge.
Hair, J.F., Harrison, D. and Risher, J., 2022. Post-Pandemic Reflections on Challenges and
Opportunities for Marketing Research in the 21st Century. Revista Inteligência
Competitiva. 12(1). pp.e0411-e0411.
Hair, J.F., Harrison, D. and Risher, J.J., 2018. Marketing research in the 21st century:
Opportunities and challenges. Brazilian Journal of Marketing-BJMkt, Revista Brasileira de
Marketing–ReMark, Special Issue. 17.
Parker, L., Williams, J. and Bero, L., 2018. Ethical drug marketing criteria for the 21st
century. BMJ. 361.
Streimikiene, D. and Korneeva, E., 2020. Economic impacts of innovations in tourism
marketing. Terra Economicus. 18(3). pp.182-193.
Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
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4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
The strategic marketing plan helps company to be more successive in achieving the
marketing objective in which it helps to increase the focus on increasing the sales as well as
the services which are more important to the business (Barlow, Verhaal and Angus, 2019).
This marketing plan is developed to make sure about the support which will helps to gain in a
market for more success. It is also helps to support Tesco with its vision and mission which
are more important to achieve. By modifying the products it helps to increase the marketing
plan which are more important for the organization.
Aims of Tesco
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 To increasing its profitability by the 20% within a year.
 To enhances the customer satisfaction in 2 years with increasing more customer base
are the main aim of the business.
 To generate the more product awareness by the 50% in the upcoming years.
3.0 Marketing research to support the new product line launch
2.0 Clear and SMART marketing objectives
The clear and smart marketing objective is to increase more customer awareness
towards the unique and new products of the Tesco which are launching by them. It also helps
to determine the different criteria which are very helpful for the business to increases its
profitability.
 The product's packaging will be done in the unquie and luxurious manner which
makes it more innovative and attracts the customer to buy that product.
 To target the customer for earning more capacity it needs to make the price of that
product on the basis of its availability.
The promotion are done on the basis of which it reflects the luxurious class customers which
helps organization to be more innovative as well.
3.0 Marketing research to support the new product line
launch
Market research is counted as the necessary aspect in which it needs to be more focused
towards the marketing research before launching any product. For the sustainable and the
feasible future of the Tesco, it is launching a new product which is the Almond cookie. The
proper market research are conducted through the different surveys with the feedback of the
customers (Dvorsky and et.al., 2018). The feedback will be in the term of the different kind
of the questions with the different form of the outlets. To be more focused with the questions
which were asking by the marketers are on the basis of the various customers preferences as
well as its competitors.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT analysis
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Strengths
 Diversified products- the organization is offering the different kind of the products in
which it is very beneficial for the Tesco to be more productive. It is also increasing
the marketing with reducing the risk of the competition which are at the peak in the
market.
 Customer satisfaction- Tesco are serving the different kind of the products which have
a better quality and meeting with the needs of the customers and satisfaction level as
well. This is counted as the biggest strength of the organization.
Weaknesses-
 Less margin- with the low cost strategy for serving the goods are one of the biggest
weakness of the Tesco. In which it is selling its products are at very low price which
are reducing its profitability at the higher stage. It is diversifying its products but still
not provide the better customer satisfaction.
 Financial instability- it faces a major loss in which it is effecting it business by the
long term which is the major weakness of the Tesco.
Opportunities-
 Trends- the new trends provide Tesco the biggest opportunity in which it helps to
change the preferences of the customers in the different door which are the one of the
biggest opportunity for the Tesco.
 Rural area expansion- with the increasing in the demand there are the different type of
brand and commodities in the rural areas which helps to expand the business without
having any kind of the hesitation (Hole, Pawar and Bhaskar, 2018).
Threats-
 Pandemic- as after Covid-19 it is creating a huge threat upon the Tesco which affects
the firm in negative manner.
 Competitors- increasing the competition is also a huge competition of the Tesco, in
which need to have a proper association with the Tesco.
PESTLE analysis
Political factor- Political stability, trade and fiscal policy are covered in this term. These
factors are affecting Tesco in negative manner. After the Brexit uncertainty, it increases the
trade barrier for the business. As the cost of the raw materials are increasing with the higher
rate is also the outcome of the Brexit. It has forced the companies to work with its policies in
which it will help to maintain the part according to the cost analysis.
Economic factor- inflation rate, traffics and economic are the aspect of this factor. In which
these all are impacting the organization in negative manner. As the inflation in the prices of
the fuel are the major aspect which are affecting the business. By increasing the cost fuel are
automatically increasing the expenses for the transportation which are affecting the Tesco as
well.
Social factor- change with the new trends, expectation level of the customers and the health
consciousness of the new generation. This is creating a positive impact upon the Tesco, in
which it always aware about the customer's preferences. The way they like to buy the new
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products in which it is also keeping in mind that nowadays customers are more conscious
about their health.
Technological factor- innovations, advance technologies and increasing new technological
equipment are the components in this factor (Huang and Rust, 2021). This is creating a
positive impact upon the Tesco, as the technological advancement are rapidly increases and
organization is working with adaption of these technologies are in the favor of the company.
Legal factor- employment law, consumer law, new rules and regulations which are recently
imposed by the government is the aspects of the legal factor. It is creating a negative impact
on the Tesco in which it involves the sugar tax law which the company is affected by that
law. This law is especially on the food products in which organization is not allowed to sell
the products which contains more sugar level are strictly banned there.
Environmental law- disposal laws, environmental protection law and the energy consumption
are the main aspects of this factor. This is creating a negative as well as the positive impact in
which it is increasing the awareness in the country, which are shows that the increasing in
ecological imbalance. It is forced the organization to eliminate such substances which are the
reason behind to not to harm the environment.
5c analysis
Company- the financial position of the firm are not measured on the basis of the financial equipments.
In which it can be shown that the management are organizing the funds in which it helps to invest in
the several kinds of the operations which increases the profitability of the company.
Customers- Tesco has a different target customers in which it shows the better preferences with
serving the different kind of the products and help them to modify them according to the consumer
choice (Olson and et.al., 2018).
Competitors- there are many firms which are also serving the different kind of the products in which it
relates with the satisfaction level of the consumer which are more important for every firm. Tesco can
take a support of the technological aspect in which it helps to increase the consumer trust as well as
their belief on its products.
Collaborators- the collaborators are the suppliers which are providing the higher quality of the
products which are in favour of the company in which it also shows the better options. It also helps to
increasing the level of the satisfaction which knows the better value and other aspect.
Context- increasing in the cost of the raw materials with the foreign exchange exposure are
the factors which shows the impact upon the business with the decreasing in the interest rate.
4.2 A competitor analysis including the market segments
Porter's five forces model are used to competitor analysis
threat of the new entrants-
It shows that there are the high rate of the new entrants in which it affects the business as well
as the entrepreneurial activities which are normally increasing on the regular basis. This
businesses are bringing with the innovations and their new technologies are decreasing the
shares of the Tesco and creating a high threat on it.
Bargaining power of suppliers-
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As the suppliers are considered as the low bargaining power in which it increased the flow of
the raw materials and sold at the affordable prices as well.
Bargaining power of customers-
As Tesco is one of the supermarket brand which brings more innovation to its products in
which it helps to increase the bargaining power of the customers as well. There are the
different firms which are serving the better quality products in which it helps to increase the
profitability of the customers as well.
Threats of the substitute goods-
Tesco is facing a major threat of the substitute goods in which it is increasing the form of the
local customer base in which it is shown the grocery owners to increases the supply as well. It
has not that much of threat but has a higher impact on the business which cannot be ignored
by them (Sahir and Rosmawati, 2020).
Threat of existing competitors-
There are the higher risk in the market due to the higher competition which attracts more
consumers and increase the market competition at its peak.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
Almond cookie is the unique product of the Tesco, it also did not launch this type of
the unique products. It is had a main target with its luxurious preferences in which it will
increase the customer satisfaction level. There are the different way in which it can attract
more customer base with the help of this slogan is “The original Taste of the Almond” which
shows the taste has much better like its name.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Marketing mix of the Almond cookie.
Product- it offers the unique product which is the Almond cookie, it is simply made
for the targeting such customers which are shifting towards the health consciousness.
Price- Tesco will use the cost focus strategy which will clearly helps with the new
market segments in which it can be targeted the different customers. This market contains the
high capacity of the earning so that it makes the product also at the high range.
Place- this product will available in the market of the Tesco with the different type of
the container which highlights the royalty in the product as well.
Promotion- the products will promote on the different type of the channels but the
social media platform will be the most useful to promote its product in different and
innovative way.
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People- the workplace is filled with the different skilled workers in which, at a time
of the launching the product will have the respective fields in which it helps to increase the
aspect with the perfection.
Process- the process will normally include the different type of the aspects in which it
shows the various products as compare to this one.
Physical evidence- it is basically includes the different kind of the outlets and the several
websites which are used by the company.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
Particulars Amount
Packaging
Hoardings and billboards advertising
Free sampling
Newspaper advertisement
Total
350000
40000
200000
80000
670000
4.7 Tactical actions
There are the different strategies in which are made for the effectiveness in which the market
introduction are done and implementing by the various Target in which it is accurately
decided on the basis of the different tactics. There are the different tactics which are attracting
more customers and with the help of the celebrity it is promoting its business and the new
product as well. The specification if the Almond cookie will be the loud and transparent in
which it attracts more customers towards its new products.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
The return of the marketing investment are clearly measures by monitors the outcome with
the profits and its return in which in the term of the cost which are incurred in the different
activity. The KPI is used to determine the investment conditions in which it includes the
different marketing strategies which can be completed or not. The marketing cost of this
product is the 670000 which are specifically needs to be covered in the sense of the profits. If
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these targets are achieved by the organization within some months then it can be simply
counted as the success for its new launch product.
The customer lifetime value are specifically determined with the average cost which are need
to be maintained for having a good relation and to achieve the profit on the basis of this. This
needs to be indicated the better relationship with the customers which are at the preferences
for the Almond cookie.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
Particulars Amount
Telemarketing expense
Social media marketing cost
Fees for advertising agency
Videography expenses
FM advertisement
Total
400000
200000
40000
210000
20000
870000
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
 The multimedia marketing are used with the different methods in which it used to
promote the product for reaching out the customers which are in different way.
Telemarketing is also applied to reaching out with the customers preferences as well
as the house person or the house wives.
 This techniques are normally helps to reach out with the daily requirements of the
consumers on the basis of the new marketing technologies with the more health
consciousness.
Using the radio advertising is to reach out with older generation people who are listened to
the radio. It can help to reach out with the older consumer base as well.
5.3 Appropriate digital, offline and social media channels for
communication
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Digital channels
There are the countless digital channels in which it helps to attract with more customer via
emails or online.
Offline channels
There are the different type of the offline channels in which it helps through the newspaper,
hoardings and different template. The channels which are not digitized are coming into the
offline channels.
Social media channels
Instagram, you tube and Facebook are most usable and are trending nowadays in which it
helps the Tesco to target more liable customers for this.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
The multimedia plan are the used to research with the both quantitative and
qualitative criteria. Whereas the qualitative criteria are based on the research
which can conduct both online and offline survey as well. Although, the
quantitative data may gained with the various analysis with through the different
websites in which it conducts with the chosen advertisement channel.
References
Barlow, M.A., Verhaal, J.C. and Angus, R.W., 2019. Optimal distinctiveness, strategic
categorization, and product market entry on the Google Play app platform. Strategic
Management Journal. 40(8). pp.1219-1242.
Dvorsky, J., and et.al., 2018. Assessing the importance of market risk and its sources in the
SME of the Visegrad Group and Serbia. Advances in Decision Sciences. 22. pp.1-22.
Hole, Y., Pawar, S. and Bhaskar, M.P., 2018. Service marketing and quality
strategies. Periodicals of Engineering and Natural Sciences (PEN). 6(1). pp.182-196.
Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in
marketing. Journal of the Academy of Marketing Science. 49(1). pp.30-50.
Olson, E.M., and et.al., 2018. The application of human resource management policies within
the marketing organization: The impact on business and marketing strategy
implementation. Industrial Marketing Management. 69. pp.62-73.
Sahir, S.H. and Rosmawati, R., 2020. Improve Marketing Mix for Marketing Plan Strategic
in Coffeeshop Business. Management Analysis Journal. 9(4). pp.459-466.
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