Digital Marketing Report: Marketing Mix and Communication Strategy

This report provides a comprehensive analysis of Tesco's digital marketing strategies. It begins with an introduction to marketing strategy and the concept of the marketing mix, evaluating Tesco's product offerings, promotional activities, pricing strategies, and distribution channels. The report then delves into the key elements of the communications mix, including advertising, personal selling, and direct marketing, illustrating how Tesco utilizes these elements to engage with its target customers. Furthermore, the report examines Tesco's use of various social media channels, such as LinkedIn, Facebook, Twitter, Snapchat, and Instagram, as part of its communication strategy, providing examples of how Tesco leverages these platforms to build brand awareness, drive sales, and interact with consumers. The report concludes with a summary of the findings, highlighting the effectiveness of Tesco's integrated digital marketing approach.

Digital Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Marketing mix:.......................................................................................................................3
Discuss the key elements of the communications mix. .........................................................4
PART 2............................................................................................................................................5
Social media channel as a part of brand's company's communication channels strategy......5
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Marketing strategy is refereed as the business plan to reach the perspective customer and
then turning of individuals into final customers. Marketing strategy is used for the purpose of
valuing proposition (Chaffey and Ellis-Chadwick, 2019). Present report is based on making a
detailed analysis of marketing mix strategies and further there is discussion of the key elements
that are part of communication mix. Further in part two there is analysis of the existing social
media channels that are used by the brand as their communications strategy and use of examples
for the purpose of illustration of the concept.
PART 1
Marketing mix:
Marketing mix analysis is used to analyse the 4P strategy of business. There are many
marketing strategies that are formed by application of 4 Ps of marketing. It assist organisations to
widely use this framework to form their future strategies. Present article is based on evaluation of
different strategies that are used by TESCO as mentioned below:
Products: TESCO is dealing in wide range of products offerings at its various stores. He
wide range of products includes the beverages, frozen food, home & garden products, sports &
leisure products, toddler and baby products, health & beauty products, books & entertainment.
TESCO also have their own brands that includes Everyday value (Chaffey and Smith, 2017).
TESCO lotus. TESCO bank, TESCO choice, TESCO value. TESCO has been involved in using
different digital marketing platforms. They also have 33 food categories and product lines.
Further TESCO is having different types of stores that is offering wide variety of products.
Promotional: TESCO is focussing on use of video content for the purpose of celebrating
the importance of home cooking. They are using video content to inspire people to cook. This
video content is uploaded on various social media platforms such as snap chat, Instagram and
Facebook. It is leading to a interactive scenario established with their target segment of
customers.
Price: TESCO is willing top maintain their low price scenario by focussing on reducing
the price of their products so that they are able to maintain their low price position. This brand is
willing to take benefits from economies of scale so that they are able to surpass all the

expectations of their customers. This value of TESCO is highlighted by offering attractive
loyalty programs,. Campaigns to their customers.
Place: TESCO is tracking their transformation process through brick, digital and online
ages. They are managing and dealing with the challenges at each stage of managing their
physical as well as online stores. Its headquarters are present in England and they are also use
two major channels of distribution for their products & service both offline and online mediums.
Above mentioned are different marketing mix strategies that are associated with TESCO
and way the brand is making use of their existing range of products and prices for the purpose of
promoting their brand on different platforms of digital marketing.
Discuss the key elements of the communications mix.
Marketing is a broad business function that include various activities such as product
research, development, merchandise, distribution process. Communication mix is regarded as use
of specific methods for promotion of a brand or products for target segment of customers. There
are certain elements of promotional mix that includes event sportsmanship, running of a
campaign.
The advertising element: It is one of the prominent element of communication mix.
Advertising and marketing includes all the messages that business have to deliver through a
medium to reach the target segment of customers. It includes TESCO club-card service that is
build up with a element of attractive club card services that is offered to customers of TESCO
with additional discounts (Dwivedi, and et. al., 2020). These services are helping TESCO in
studying the overall demand patterns of their customers which further creates a scenario of
suitable strategy formulation.
Personal selling and direct marketing: Personal selling is integrated with the direct
marketing element. Many organisations are using a extensive sales forces where the distribution
channel;s suppliers are using sales people for promotion of products for the target segment of
customers. TYESCO is advertising its meal deals and other product categories by use of different
types of commercials (Goldfarb and Tucker, 2019). There is use of posters, hoarding in public
places, billboards, leaflets that are effectively used for messaging their customers and informing
them about the new launches that are made by this organisation. They are also making use of
certain catchphrase such as “Buy any of these for 3 pounds” all of these are simple & helping
TESCO in attracting their target segment of customers.

Interacting with customers: Direct marketing consist of some of the aspects that includes
both personal selling and sales promotions (Hanlon, 2019). It is a interactive communication
with customers where there is interaction with customers by sending with regular special offers
via messages or calls. In TESCO there is use of direct marketing channels where there is
utilisation of the feedback collected from their customers by use of a club card loyalty system. It
is based on extensive market research for the purpose of identification of gaps in the market and
then further designing of the own venture brands for its response.
TESCO is a global supermarket that has been prioritised as using one of the most popular
transactional sites with maximum amount of visitors and plans to assist in enables sites. The
major digital marketing strategy of TESCO is aimed at development of smartphone apps and
making of websites that are mobile enabled at same time.
PART 2
Social media channel as a part of brand's company's communication channels strategy
According to social media examiner, it has analysed that small and large business unit
use social media marketing strategies in order to attract new customers. Also it increases the
sales and helps companies in validating brand. In this Morden era it become vital tool for
reaching more consumers with the help of various tool such as twitter, Facebook, Instagram,
LinkedIn and Snapchat entities of marketing department will effectively reach out their potential
consumers. In context of Tesco, social media channel of marketing is discussed below with
examples:
LinkedIn: It refers to a social media platform that can be used to build brand awareness
and relationship with consumers. It is not only used by professionals and job seekers. Sure
millions of professionals use LinkedIn in order to grow networks but business entities also use
this for improving their relationship with consumers as it boost their brand image (Shaikh and
Karjaluoto, 2018). It is less about selling or marketing the products than other modes of social
media but it blatantly pushing business spamming and obvious hard selling are highly frowned
upon and due to this it become vital as network consist of a totally different audiences. On the
basis of sprout social, business marketing on LinkedIn generates 277 % more leads on average.
Additionally, B2B surveyed marketers also said that LinkedIn is responsible for 80 % of their
social media leads. By creating business profile on LinkedIn, entities of company can connect

with users of company products. At which they can highly target their consumers and
connections, by staying with consumers radars, by growing email marketing list as well as by
posting high quality contents marketers of Tesco will grab more consumers towards their
offerings.
Facebook: A Facebook profiles permits users to display their professional and personal
information. A typical profile consist of pictures, user name, a wall posted items or notes along
with video, pictures, professional informations, educational and personal interest or views. In
order to engage with target consumers, individuals Facebook pages are usually used by groups,
companies for promoting about their products and locations (Das, 2018). At this company update
new posts, contents about their offerings so that consumers will get awareness about new
launches. Consumers have options to connect to an organisation page without a request. It is a
two way process. Traditional forms have been B2B and B2C where new forms has C2B and C2C
with the assistance of Facebook. It keeps the existing audiences engaged. It drives traffic directly
to the sites. For each target marketing funnel stage there are couple of available options such as
images, video ads and that is most commonly used. With the help of Facebook, it is possible to
analyse targetting of competitor also. So it become useful tool for Tesco company in order to
promote about services/ products.
Twitter: It is considered as a powerful tool as more than 155 million active daily users. It
is also a part of marketing strategies as it is a gold mine of customer insights and opportunities in
order to build brand awareness and for driving sales and win fans. Understanding how platforms
performs and how it fits in overall social media strategy is key to success. In this organisation
audit their accounts. In this if company have already an existing accounts or more than one then
they need to be documenting all existing accounts and which team member is responsible for
them (Reske, 2017). Once review of all accounts is done, collection of all information is carried
out such as what is engagement rate, how many followers does it have and how this account is
tweet. Once it has done goal setting is carried out. Checking out of competition, assigning roles,
creation of guidelines and making of content calender. In context of Tesco company is they use
this techniques they will effectively able to grab their potential consumers of those who are users
of Twitter.
Snapchat : Snachapt is also another platform of social media marketing and more likely
to 60 % in order to make impulse purchase on this platform. While users are connecting with

friends over snapchat, they are also get to discover new business. In this snapchat's current
design connects friends via chat button which is shown on chat button on left hand side of home
screen. It connects users with brand and content creators by discovering the icon on right hand of
home screen. For instance if company creates snapcode then it will become easy for snapchatters
to easily assess account of any company in order to get update about new offerings and services .
Snap code is a badge that peoples can easily scan with the assistance of phone and tablet. It
works much like a QR code (Diamond, 2019). Snapcode let users find about brand's unique
filters, lenses and content. It includes websites, email signature, newsletter and many more other
things. With relevance to Tesco company, if entities use this techniques they will able to
influence their consumers to those who are users of Snapchat.
Instagram: It refer to a popular and valuable marketing tool for a business unit. In this
business entities creates accounts on Instagram by first creating a personal account and then
converting it into business account. It has been analysed that nearly 112.5 million users in 2020
use Instagram so it becomes a best tool of social media marketing for marketers. In this entities
updates about their new products with the mode of pictures, effective videos, reels etc. in order
to gather insights of consumers for selling goods (Kumar and Jincy, 2017). In this consumers can
DM and comments also to the page of company about their feedbacks and preferences. In
context of Tesco company, they have more than 440.1 k followers on Instagram with about 3000
posts. Instagram ID of Tesco company is @tescofood. So they have a huge presence of
Instagram for spreading awareness about products.
CONCLUSION
It can be concluded from the above discussed aspects that marketing communication mix
consist of different element that are effectively used by organisation. The main purpose of
marketing mix and communication mix is making a detailed evaluation of the suitable strategies
that is formed for achieving the laid vision and mission. Effective uncommunicative mix
Strategy plays a very crucial for getting a competitive advantage and attracting more customers.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Chaffey, D. and Smith, P. R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Das, A., 2018. Application of Digital Marketing for Life Success in Business. BPB Publications.
Diamond, S., 2019. Digital Marketing All-in-One For Dummies. John Wiley & Sons.
Dwivedi, Y. K. and et. al., 2020. Editorial introduction: Advances in theory and practice of
digital marketing.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Kumar, M. M. and Jincy, K. B., 2017. Digital marketing: challenges and opportunities. Paripex-
Indian Journal of Research. 6(11). pp.117-119.
Reske, D., 2017. Digital marketing in the zone: The ultimate system for digital marketing
success. Morgan James Publishing.
Shaikh, A. A. and Karjaluoto, H. eds., 2018. Marketing and mobile financial services: a global
perspective on digital banking consumer behaviour. Routledge.