Promotional Strategies of Tesco: A Study on Social Media Marketing, Direct Marketing, and Public Relations

Introduction
Marketing mix refers to a combination of strategies or
actions that are used by an organisation in order to promote its
products or brand within the marketplace. There are four main
elements of marketing mix and are known as 4Ps which include
product, price, place and promotion (Lahtinen, Dietrich and Rundle-
Thiele, 2020). This poster considers “Promotion” element of marketing
and the chosen organisation is Tesco for demonstrating aspects of this
element. Tesco is a retail supermarket established within UK that is
engaged in dealing grocery and many other products.
Promotion
Tesco is using multiple promotional strategies
within its marketing plan in order to promote its products and
brand among market share within the marketplace. Some of
these promotional channels used by the organisation include
social media marketing, direct marketing, public relations and
many more (Ndofirepi, Farinloye and Mogaji, 2020). These
promotional tools help company in generating awareness
about its grocery products among its potential customers
throughout the world.
Direct marketing
Tesco uses hoardings, TV channels, charitable events for generating awareness
regarding its discounts and offers for capturing more customer-base.
Public relations
This assist organisation in enhancing brand value as regular customers mostly
foster brand of Tesco to others on the basis of their better experience with the
company and its products that boosts sales volume and market share
(Routledge Solimun and Fernandes, 2018)
Conclusion
From above explanation, it has been concluded
that element of promotion within marketing mix facilitate
organisation in reaching up to its target market. There have
been different promotional tools that can be used by company
to foster its brand, products and other services.
Social media marketing-
This tool help Tesco in providing information regarding its
brand, products, etc. throughout the world through posting
pictures or videos on social media platforms like Facebook,
Instagram, etc.
References
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020.
Long live the marketing mix. Testing the effectiveness of the
commercial marketing mix in a social marketing
context. Journal of Social Marketing.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020.
Marketing mix in a heterogenous higher education market: A
case of Africa. In Understanding the higher education market
in Africa (pp. 241-262).
Routledge.Solimun, S. and Fernandes, A. A. R., 2018. The
mediation effect of customer satisfaction in the relationship
between service quality, service orientation, and marketing
mix strategy to customer loyalty. Journal of Management
Development.