BSc Hons Business Management: Vegan Campaign Skills Portfolio

This portfolio assesses a marketing campaign for Tesco's new plant-based meat products, focusing on campaign objectives, success measurement, and the overall campaign plan. The primary objective is to enhance customer engagement with vegan food products through social media platforms. Success will be measured by analyzing customer responses on these platforms, using KPIs to understand customer behavior. The campaign strategy involves utilizing popular social media platforms and influencers to reach potential customers and promote the health benefits of the vegan products, offering free delivery to incentivize purchases. The reflection on the campaign highlights the effectiveness of digital marketing tools in increasing brand awareness and customer engagement, emphasizing their importance in contemporary marketing. The portfolio concludes that the campaign effectively promotes vegan products as healthy alternatives, providing customers with valuable information and enhancing brand recognition. Desklib provides students with access to a wide array of solved assignments and past papers.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment
Portfolio
Submitted by:
Name:
ID:

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Reflection on Campaign p
Conclusion p
References p

Introduction
Plant based meat is the new product which is developed by Tesco and a
promotional campaign will be presented in order to generate awareness among the
customers about new products launched by the business. The current portfolio will
be based on Tesco which is a popular supermarket chain based in the UK. It has a
significant market share in the industry and is planning to expand its services in new
markets consistently. This portfolio will explain the objectives of the campaign, its
measurement of success, plan of the campaign and a reflection of the campaign.
Campaign objectives
The main objective of this campaign is to improve the engagement for the customers
towards the vegan food products that are launched by Tesco for their customers.
These are new range of products that are introduced by the business in order t o
cater the audience which prefers vegan products and are looking for healthier
alternatives for meat products (Alam, Wang and Waheed, 2019). Tesco aims at
improving the health of individuals by providing them with a variety of vegan products
that are healthy for people. This campaign focuses on preparing an effective image
of the brand among the customers and increase its chances of gaining better
recognition in the society.
Measurement of success
The campaign of Tesco for launching their vegan food products will be ruin through
popular social media platforms which will help the business to amplify their reach.
The measurement for the campaign will be undertaken by evaluating the response of
customers on these social media platforms (Bala and Verma, 2018). The likes,
comments and shares of customers on the posts and stories will be analyzed in
order to gain an idea of the interest of customers towards the business. It will be a
useful method for the business in order to understand the crucial aspects of the
business and increase its reach among the audience who are interested in buying
vegan food products. The company will measure their success with the help of
various KPUI that may explain the crucial aspects of the behavior and response of
the customers towards the campaign.
Campaign plan

Vision
The main purpose of this campaign is to provide the customers with health
vegan products and improving their current health conditions. These vegan products
will be produced with organic farming and will be free from any king of adulteration
and cruelty.
Strategy
Tesco will provide the customers with advertisements and promotional posts
on various social media platforms that are highly popular among the youth. These
platforms will be suitable for the business to target their potential customers and
provide them with the adequate knowledge about the new products that are
launched by the business (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019).
The organization will prepare effective strategies in order to increase the
engagement of the customers towards the products. the campaign will be promoted
with the help of different celebrities or influencers that have a significant fan following
on the social platforms.
Campaign focus and goals
This campaign will be beneficial for the business to increase their awareness
of the products and provide better assistance to the customers in order to have a
successful campaign. The campaign will include the faces of these popular
individuals in order to gain the attention from customers and increase their interest
towards buying the products. These products will be provided with free delivery
services in the starting in order to persuade the customers to buy them and improve
their health.
Price
The price range of these products will be set as medium-high in order to
reflect their premium image among the customers and increase their engagement
towards buyimng these vegan food products.
Situation
The campaign is being launched in a competitive environment where there
are a lot of business organization which may promote their products and services
(Tarazona-Montoya, Peris-Ortiz and Devece, 2020). There are different competitors

in the market which may have a significant impact on the popularity of the campaign
and may reduce its overall productivity in the UK market.
Reflection on Campaign
The popular digital marketing tools are effective in order to increase the
awareness of a business among the customers. The tools such as Facebook,
Instagram, Twitter etc. provides businesses with an advantage to increase their
reach and gain a better response from customers. With the help of these digital
marketing tools, a business may be able to improve their productivity and engage
more customers. I have experienced that these tools are helpful in connecting the
companies with their customers and increase the quality of output achieved by them.
It is a significant part of contemporary marketing as in the current area the majority of
population has smart devices which are beneficial to increase the popularity of the
products and services that are advertised by companies on these platforms. These
tools are beneficial for the customers to increase their interest towards the business
and improve the stability of the company in the market (Dumitriu and et.al., 2019).
These tools have been chosen by me as they have the largest user base in the
world.
The consumers from different parts of the world are active on these platforms
and continuously surf through different promotional campaigns and advertisements
which are executed by different companies. It is a cost effective method to advertise
the products and services to the customers and increase their interest towards the
business. These marketing tools are effective for persuading the customers in order
to buy the products. It helps in creating an effective image among the customers and
increase the popularity for the business appropriately (El Junusi, 2020). The social
media platforms that I have selected are affordable for the company in comparison
with the traditional methods of advertising. It is useful for a business to control their
expenses and gain competitive advantage in the industry. With the help of these
tools, there has been a major benefit for the companies to provide the crucial
information about their businesses to the customers and increase their engagement
towards the business. I have experienced that it has been beneficial for various
businesses to use these digital marketing tools and increase their profits in the
industry. I see many advertisements on these digital tools which are promoting any

product or service or any campaign which is helpful in increasing the popularity of
the business. It is helpful in providing flexibility to the businesses to appropriately
execute their contemporary marketing activities and increase the quality of their
output. Contemporary marketing is concerned with different theories and techniques
that are helpful in increasing the quality of output achieved by the business in the
market. With the help of these efforts and strategies by the business to promote the
products and services on digital communication tools may provide better assistance
to the customers in order to amplify their range of products (Krishnaprabha and
Tarunika, 2020). The campaign may be promoted by preparing and presenting
attractive content for the customers and improving their attraction towards the ideas
that are presented buy the business.
There are different aspects of the digital marketing tools which are beneficial
for the business and the customers for building deeper relationships and improve the
response that is received by them. With the help of these efforts the business may
be able to reduce pressure of advertisement and provide better information through
these tools. These tools have been useful for me to improve my awareness about
several new campaigns that are designed by various organizations (Niculescu and
et.al., 2019). It is a useful way to increase the reach of the content that is posted by
people on these social platforms and improve their interest towards the business.
Contemporary marketing is an effective method to increase the popularity of the
brand and improve its sustainability in the market. The famous digital communication
tools such as Facebook, Instagram, Twitter are beneficial for the business to
increase their popularity among the customers and improve their overall profitability.
The integration of these marketing tools in the business is crucial for
experiencing enhanced results and gaining competitive advantage in the industry. It
is helpful in tracking the response of the customers on these platforms with the help
of various KPIs. The effective response from the customers is helpful in providing a
better idea to the organization about the different aspects that are associated with
the development of the business. These practices may have a positive impact on the
popularity of the advertisement campaigns and increase their reach in the world.
With the help of digital communication tools, the businesses may be able to improve
their sustainability in the industry and provide better results to the customers. I find
various changes in the stability of various organizations in the industry by changing

their advertisements methods and adopting contemporary marketing in their
framework.
The engagement that the businesses can create with the help of popular
influencers on these platforms is beneficial for increasing their overall development
in the industry. I see posts of these influencers promoting campaigns that are run by
organizations which provides better assistance to them in order to increase their
engagement and increase the overall development if the business. This increases
my interest towards the business activities and has a major influence over my
purchasing decisions towards the products and services which are offered by the
business (Pandey, Nayal and Rathore, 2020). The modern customers are highly
interested I digital information and consistently search for various products and
services to buy online and improve their satisfaction levels.
This is a helpful measure which provides better assistance to the organization
to increase the motivation towards having an effective experience of the business. A
better interactive experience may be provided with the help of these platforms top
the customers. This will be beneficial for the customers to share their vies and
comments on the advertisement posts and increase their success. The businesses
are also able to respond to the customers in an effective way and increase their
quality of experience of the company. I believe that this process of promoting the
campaigns through digital communication tools is an effective way of conducting the
advertisement for the businesses and increase their overall customer engagement.
Conclusion
According to the above portfolio it has been concluded that the organization
has been able to gain benefit by launching their new campaign for vegan products.
These products are offered as healthy alternatives for the meat products which are
helpful in improving the health condition of the customers. The campaign for the
promotion of these products has provided a better idea to the customers about the
variety of benefits that are offered by the business to the customers.
References

Alam, M.S.A., Wang, D. and Waheed, A., 2019. Impact of digital marketing on
consumers' impulsive online buying tendencies with intervening effect of
gender and education: B2C emerging promotional tools. International
Journal of Enterprise Information Systems (IJEIS). 15(3). pp.44-59.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D.
Verma (2018). A Critical Review of Digital Marketing. International Journal of
Management, IT & Engineering, 8(10). pp.321-339.
Diez-Martin, F., Blanco-Gonzalez, A. and Prado-Roman, C., 2019. Research
challenges in digital marketing: sustainability. Sustainability. 11(10). p.2839.
Dumitriu, D. and et.al., 2019. A perspective over modern SMEs: Managing brand
equity, growth and sustainability through digital marketing tools and
techniques. Sustainability. 11(7). p.2111.
El Junusi, R., 2020. Digital marketing during the pandemic period; A study of islamic
perspective. Journal of Digital Marketing and Halal Industry. 2(1). pp.15-28.
Krishnaprabha, S. and Tarunika, R., 2020. An Analysis on building Brand Awareness
through Digital Marketing Initiatives. International Journal of Research in
Engineering, Science and Management. 3(7). pp.266-270.
Niculescu, A. and et.al., 2019. Enhancing brand value of modern organizations
through digital marketing tools and techniques: A study on top ten Romanian
companies. TEM Journal. 8(1). p.171.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B
organizations: structured literature review and future research
directions. Journal of Business & Industrial Marketing.
Tarazona-Montoya, R., Peris-Ortiz, M. and Devece, C., 2020. The value of cluster
association for digital marketing in tourism regional
development. Sustainability. 12(23). p.9887.