Strategy Marketing Plan for Tesco: Cause Marketing and Social Media Marketing

This marketing plan outlines the strategic goals, target audience, and market opportunities for Tesco's cause marketing and social media marketing campaign. The campaign aims to increase brand awareness, customer loyalty, and sales through a partnership with a charitable organization and social media influencers. The target audience is people aged 15 to 55 who spend most of their time on social media. The general campaign message is 'Fighting hunger and spreading change in the community.'

Strategy marketing plan

CONTENTS
CAMPAIGN STRATEGY.........................................................................................................1
Strategic goal of the campaign...............................................................................................1
Market opportunity.................................................................................................................1
Target audience......................................................................................................................2
General campaign message....................................................................................................2
REFERENCES...........................................................................................................................3

CAMPAIGN STRATEGY
Strategic goal of the campaign
In this present era, social media is being regarded as an important platform for
marketing product and services amid large amount of people. It also helps in promotion of
merchandise of varied firms as well as brands through connecting large part of the
community of youngsters and other target audience (Brown and McDonald, 2016). Taking
into account the present time of pandemic, Tesco should make use of cause marketing along
with social media marketing. The company should partner with a charitable organization and
donate a handsome amount for charitable cause like feeding poor children and old aged
people. Considering the case study of Tesco, the main strategic goals of this social media
campaign are as follows:
 Developing brand awareness among the target audience
 Increasing the size of the social communities as Tesco is now becoming more digital
business after pandemic
 Increasing customer loyalty through strengthening engagement strategies
 Increasing the sales of the company
Market opportunity
There are many competitors of Tesco such as Aldi and Walmart which are making use
of social media platforms for promoting their discounts along with various other offers. Due
to this, there has been rise in the sales of these supermarkets and lot of clients are gazing eye
on them without investing much of the time of the company. In addition to this, most of the
people now prefer shopping via online means after the pandemic and thus, rapid food
delivery services like Deliveroo of Tesco will soon became famous through this campaign
among the target market. Since, the supermarket is making use of amalgamation of both
cause marketing and social media marketing by partnering with feeding charitable
organization, it will help them in producing profitable along with communal advantages to
both the parties being involved (Kotler and Armstrong, 2017). Additionally, it will also help
in development of social value and Tesco can augment their link with the general public.
Furthermore, this strategy is best suitable for the company as it involves small cost of
investment and can easily make their customers aware regarding the coming or prevailing
offers by social platforms like Twitter, Instagram, Facebook and WhatsApp. With this, Tesco
will be in a position to avail the focus of lot of people in a single short devoid of many efforts
and energy.
1

Target audience
Speaking in relation with the target audience of the social media campaign, it will be
based on demographic as well as behavioural segmentation. Demographic segmentation will
be done on the basis of age, gender and work. The target audience for the current social
media campaign strategy will be people falling in the age group of 15 to 55 years plus both
working men and women (Clark, 2015). Furthermore, in regards with the behavioural
segmentation, target audience will be selected on the basis of their interests. People who
spent most of their time on social media will be the target audience for the current strategy.
Thus, both younger as well as older generation will be targeted as there has been increased in
the usage of Facebook and other online platforms from past few years.
General campaign message
Since, the company want to increase their online presence and desired to make their
rapid food delivery services like Deliveroo famous through this campaign, a campaign
strategy is being developed which includes both cause marketing and social media marketing.
Through this, company will be able to create brand awareness among lot of social media
users. Social media influencers are being regarded as one of the most influential people or
vehicle for spreading the word because they hold high degree of credibility between the
audiences (Aaker, 2018). Tesco will make use of this campaign for raising more amount of
fund for the charitable organization and at the same time will generate positive image,
publicity as well as brand sentiment in the eyes of the target audience. Thus, the general
message for the current social media campaign is “Fighting hunger and spreading change in
the community”.
2

REFERENCES
Books and journals
Aaker, D., 2018. Strategic Market Management. 4thed. New York: Wiley.
Brown, L. and McDonald, M., 2016. Competitive Marketing Strategy for Europe. London:
Kogan Page.
Clark, I., 2015. Consumer satisfaction with local retail diversity in the UK: Effects of
supermarket access, brand variety and social deprivation. Monash University Australia
Kotler, P. and Armstrong, G., 2017. Principles of Marketing. 13thed. London: Prentice Hall.
3