Strategic Marketing Report: MG624 - Market Entry and Brand Building

This report provides a comprehensive analysis of a market entry strategy for Tesco in the German market. It begins by defining the elements of the marketing mix (product, place, price, and promotion) and how they should be adapted for the German market. The report then applies the Customer Based Brand Equity model, focusing on brand identity, meaning, response, and resonance, to outline how Tesco can build a strong brand. Next, the concept of integrated marketing communications (IMC) is explored, with an evaluation of public relations, social media marketing, and sales promotion as effective methods. Finally, the report assesses methods for measuring marketing success, including ROI, incremental sales, customer lifetime value, and social media monitoring, along with recommendations for future improvement through market research and product development.

PROJECT

Table of Contents
1. Define different elements of marketing mix for the chosen enterprise in new market. .........3
2. Application of customer brand equity model analyse how to use this tool in new market.....4
3. Description on concept of integrated marketing communication and critically evaluate three
effective marketing communication methods. ...........................................................................5
4. Critically access how client measure marketing success and how it could improve in future.
.....................................................................................................................................................6
REFERENCES................................................................................................................................8

1. Define different elements of marketing mix for the chosen enterprise in new market.
Marketing mix termed out as combining the all components such as product, promotion,
price and place (Xie, 2020). Therefore, marketing refers as set of action or tactics that firm
mainly uses to promote its product in market. Therefore, this defined in following context as are-
Product- Tesco offers wide range of commodities that inclusive if food, financial service and
clothing etc. It also put the major emphasise on online marketing sector so that entity
profitability and productivity get enhanced. In order to take successful entry in Germany,
managers of Tesco are taking continue steps to analyse the needs and wants of customers so that
entity can able to become successful. Therefore, entity is producing organic commodities for
health conscious customers. This new effort will be supportive to gather the competitive
advancement in market.
Place- This is entity that is taking steps towards to Germany market (.Ndofirepi, Farinloye and
Mogaji, 2020). To attract the customer, this firm will use the main channels of distribution such
as online and offline. Thus, lot of individuals in Germany are working and they do not have
enough time to purchase groceries so online method will be effective for Tesco to gather
competitive advancement. Hence, this method will also aid to gather attraction of customer and
this will aids to enhance profitability and productivity.
Price- Price is crucial element that assist to maintain competitive advancement. Hence, Tesco
main purpose is to maintain low price without reducing the quality of its products or running
itself in loss. With help of effective cost advancement the customer of the new market can be
happy ( Donndelinger and Ferguson, 2020). In order to gain competitive advancement in market
of Germany, Tesco is choosing the strategy of low price. This will helpful for chosen enterprise
to surpass all expectations and become the leaning supermarket chain. Therefore, cost and
quality is one of the crucial factor that assist to enhance the reputation within the market.
Promotion- Tesco is the entity that has strong brand image which helps to promote its brand in
newer market. In order to aware the customer of Germany, the chosen entity using the
promotional strategies such as television, newspaper, media channels and online marketing tools.
In addition to advertising products and services, this firm is taking steps to use other forms of
sales promotion (Colbert, 2020). To attract the customer of Tesco uses the marketing tactic by
offering discount offers as to buy one and get one offer for some of its products. This is the entity

that also have loyalty card scheme as well. By adoption of this kind of technique, Tesco can
become capable to gain competitive advancement in market of Germany.
Processes- In Germany market, Tesco will use standardised business process to accomplish
specific task. In Tesco offline stores, customer uses to keep their commodities and go to
customer assistance to pay. They are also taking steps to use self service machine to make
payments.
People- In order to build up their position in the Germany market, they are taking steps to hire
skilled labour workforce. So, that they can able to undertake business activities in the proficient
aspect (Šerić, Gil-Saura and Mollá-Descals, 2020). Therefore, quoted entity will invest a huge
amount of money and time in providing better training facilities so that they can sharpen their
marketing skills.
Physical- This helps to represent the products such as furniture, menu, brochures, letterhead,
business card, reports, signage etc. TESCO has an excellent logo that mainly attract the
customers. To establish their position in Germany market they are developing attractive physical
process by developing and offering unique services.
2. Application of customer brand equity model analyse how to use this tool in new market.
Customer brand equity model termed out as framework that mainly uses to show that
how a brand success can aids to directly attribute to customers attitude (Rodgers, 2020). In order
to promote the brand in new market of Germany with new product and services the quoted
enterprise is choosing Keller model that helps business to build strong foundation of brand.
Therefore, this is outlined as-:
Brand identity- It is the way that customer looks over the brand. Brand identity assist to
distinguish each brand from another. In order to differentiate its services, Tesco taking steps to
produce the organic and healthy products. This working of the entity can be helpful in terms to
define itself different in the eyes of customers ( Kim, and Lee, 2020). To build equity in market,
the most of entities uses online advertising and creating awareness to the customers. Therefore,
Tesco also taking steps to use this approach to create a brand identity and build awareness. For
this, they are targeting customer who are health conscious so that values are being communicated
directly to customers.
Brand meaning- At this level, the customer needs to know about the core features of the
commodities and services. To enhance and develop brand meaning of Tesco, the manager are

taking efforts by defining use and benefits of organic commodities, reliability, customer service.
Style and design and pricing of product aids to attract customers. Thus, Tesco trying to gain
customer trust by developing safe and echo-responsible products. It can help to attract targetted
customer and enhance the word of mouth marketing.
Brand response- At this stage, Tesco will get to know the response of products. If the entity met
with expectation and positive response of customer than this will aids to generates huge word of
mouth and this may turn customer to become brand advocate. This can be analysed with help of
showing the post sale behaviour ( Gurău, 2018). Brand response is very helpful for entity which
is serious about the brand equity. If the entity do not get the positive experience then they need to
develop and improve their commodities to take entry new market. They must undertake market
research so that needs of the customer can be analysed effectively.
Brand resonance- This is the stage that aids to define the relationship of the consumer customer
has with product and how this relate with it. Therefore, Tesco will get to know about the
intensity of customer psychological connection with the brand with help of recalling the brand in
varied consumption situation. If Tesco able to reaches the top of the pyramid than they can able
to able strong brand. Afterwords, it will helps to gain the advancement of increased loyalty and
reduction of competition in market.
3. Description on concept of integrated marketing communication and critically evaluate three
effective marketing communication methods.
Integrated marketing communication integrates all the promotional tools. This is
customer centric approach to aligning their marketing and communication objectives. Therefore,
promotion plays an significant role in an enterprise efforts to market its products, services and
ideas to its. However, this can be stated that traditional role of marketing communication has
been developed market material that supports the firm sales activities. In addition to this,
integrated marketing communication assist to manager to continue provide this service but other
activities under integrated marketing function can influence the production of marketing material
(Holm, 2016). Hence, the main purpose of integrated marketing communication strategy is that
company must ensures that all communication needs to remain considered and convey company
message in a manner that adhere its value, images and goals.
Promotional tools are effective and this aids to create a seamless experience for the
customers. However, this is one of significant part of company overall plan of action. In addition

to this, the main purpose of integrated market communication is connect with the global
audience so that brand image of firm can able to sustain for longer period. This is defined as
approach that used by enterprise to brand and coordinate their marketing efforts across multiple
communication channel. With help of this term, the different promotional method can be chosen
to advertise product and services. Therefore, integrated marketing communication plan
incorporates market research, strategic planning, segmentation of audience, selection of
marketing channel, creative briefs and campaign messaging, budgeting, ROI analysis and a
system for campaign metrics and evaluation in relation to achieve maximum impact of marketing
objectives. This is defined as an comprehensive plan that assist to evaluate the strategic goals of
variety of communication discipline and this also provides clarity, consistency and maximum
impact of connection. Therefore, three types of effective marketing communication methods and
these as are-:
 Public relations- This is practice of managing relationship among an enterprise and the
public. It is two-way communication process where the public shares the feedback to
customers (Holm, 2016). Hence, Tesco can use this approach to get the goodwill in
market and entity can also present the product of company in the positive light. However,
promotion can be done with help of public appearances, sponsorship and news etc.
 Social media marketing- This is termed out as one of the effective tool that aids to
advertise the product and services of an entity. In the present era, the maximum number
of customer relay over social media marketing and this is one of the effective way to
aware customers. Tesco can use this approach as this is low cost promotional technique
where a large of user are targeted at once.
 Sales promotion- This is termed out as the short term incentive that can be given to
customers to accelerate the sale of an entity. In order to attract customer and to be
competitive in market of Germany Tesco must use this approach to gather attraction of
larger audience. This can be done with help of offering attractive offers such as discount
coupons, price packs, low cost financial deals and rebates etc.
4. Critically access how client measure marketing success and how it could improve in future.
Measurement can be defined as key that aids to optimize the process of business. To
measuring marketing success there are some of common KPIs that aids to measure the progress
of business enterprise. Henceforth, these are outlined in below contexted manner as are-:

 Return on investment- This aids to measure out the sales revenue (Holm, 2016). Also,
this is one of attractive tool that is the bets to measure out the effectiveness of marketing
campaign. Hence, this also measure the quality of leads that generate by these campaign.
 Incremental sales- This is also an attractive approach that measures out the contribution
of market efforts towards the sales numbers. By generating sales the entity can identify
the number of product sold are increasing and decreasing.
 Customer life time value- By analysing the number of repetitive customers to the
enterprise for product and service can aids to know the customer lifetime value with
product and service.
 Social media monitoring- Social media platform have built in tool for marketer these
days. Thus, entity must create the web page on social media platform, by looking over the
likes and dislikes to commodities the success of the product and services can be
effectively monitored.
How to improve in future-:
If product and services do not get success in the market of Germany, then Tesco must
undertake market survey to know the deficiency in commodities. With help of undertaking depth
marketing research, the entity can able to analyse the needs and wants of customer. This will
help them to go with current trend of market. By improving product and services the entity can
able to get the desired success within new market.

REFERENCES
Book & Journal
Xie, Y., 2020. The relationship among marketing mix, customer satisfaction and customer
loyalty of Chinese tourists to budget hotel of central Bangkok.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: a case of Africa.
Donndelinger, J.A. and Ferguson, S.M., 2020. Design for the Marketing Mix: The past, present,
and future of market-driven engineering design. Journal of Mechanical Design. 142(6).
Colbert, F., 2020. Marketing the arts. In Handbook of Cultural Economics, Third Edition.
Edward Elgar Publishing.
Šerić, M., Gil-Saura, I. and Mollá-Descals, A., 2020. The Impact of Integrated Marketing
Communications on Hotel Brand Equity: Does National Culture Matter?. In Global
Branding: Breakthroughs in Research and Practice (pp. 63-91). IGI Global.
Rodgers, J., 2020. Integrated Marketing Campaign Case Study: Dove Real Beauty.
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean customers'
coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.
Gurău, C., 2018. Integrated online marketing communication: implementation and
management. Journal of communication management.
Holm, O., 2016. Integrated marketing communication: from tactics to strategy. Corporate
Communications: An International Journal.