Comparative Analysis of Marketing Techniques: Tesco and Oxfam Report

This report offers a comprehensive analysis of the marketing strategies employed by two organizations: Tesco, a multinational grocery and general merchandise company, and Oxfam, a charitable organization. The report begins with an introduction to marketing, highlighting its role in creating, delivering, and communicating products and services to customers. It then delves into the specific marketing techniques used by Tesco, such as customer care, loyalty schemes (Clubcard), and online strategies, and Oxfam, including their advertising campaigns. The report also examines the limitations and constraints of marketing, including legal regulations like the Sale of Goods Act, consumer protection laws, data protection, and advertising standards. Furthermore, it explores the use of market research by Tesco, including primary, secondary, quantitative, qualitative research and sampling methods. The report also explains how customer groups are targeted for selected products, using Tesco as an example, and develops a coherent marketing mix (product, price, place, promotion) for a new product or service. The report concludes by summarizing the key findings and emphasizing the importance of effective marketing in achieving organizational goals and increasing profitability.

Introduction to
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Manner in which marketing techniques are used to market products in two organisations........1
Limitations and constraints of marketing...................................................................................2
Use marketing research for marketing planning........................................................................3
Explain how and why groups of customers are targeted for selected products..........................4
Develop a coherent marketing mix for a new product or service...............................................4
CONCLUSION ...............................................................................................................................5

INTRODUCTION
Marketing is a formative business function in which numerous set of actions are involved
such as , creating, delivering and communication of an organisation products and services to
customers. Best form of marketing lead company towards gaining more competitive edge along
with customers loyalty of same hand (Hayhurst and Wills, 2018). There are different types of
marketing with the help of which company can make themselves enter into competitive world.
Some of that include, traditional marketing, digital marketing with the help of internet, social
media marketing and mobile marketing. Present report has been conducted on, TESCO a
multinational groceries and general merchandise company headquarter in England, UK.
Company offer their services through convenience shop, supermarket, superstore and hyper
store. Thus, in order to effectively advertise about their products and services different types of
marketing techniques are used by organisation which is included in this report, along with this,
constraints marketing limitations, reason for the selected customer and marketing mix concept
has been covered in this report.
Manner in which marketing techniques are used to market products in two organisations
There are different of marketing techniques with the help of which organisations can
effectively able to advertise about their products and services and can gain more advanced
opportunities. Mentioned below formative marketing techniques that has been used by TESCO
and Oxfam is mentioned below:
TESCO: Company take advantage of numerous form of marketing range that include,
customer care techniques, sales, processes and communication. Along with this company
effectively identifies customer needs and them lead towards creating formative relationship with
company and customer. In addition with this TESCO also take advantage of loyalty schemes
which is also named as club card which also helps as identification while dealing with retailer.
With the help of these club cards TESCO effectively formulate close relationship with their
customers with the help of which,they can able to effectively consumer shopping habits. Along
with this TESCO also take advantage of a techniques named clean web pages with which they
attract wide range of customers by regularly keeps on updating their page with new products and
services along with discounted range and attractive images.
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OXFAM : Oxfam is a charitable organisation that offer their services to wide range of
population. Company take advantage of marketing technique, in which they launches their poster
for advertising campaign which is also known as “ One Off”. By doing this entity effectively
influence customers to visit Oxfam charity shops. In this add, they suggests that, by wearing
garments of Oxfam people can spread message to those places where entity yet not reached.
With the help of this, more number of individuals who can give their time and money to
organisation in order to acts an volunteer and serve more people with charitable services.
Limitations and constraints of marketing
There are different types of factor that restrain an organisation marketing team to
potentially achieve their targets. Mentioned below there are some of the restraining factors of
marketing that include:
Sale of Goods Act, 1979: This laws states that product is required to be same as exactly
that are described along with in satisfactory quality. Thus, this law acts a limitation for
organisations to conduct market about their merchandises along with this product is required to
be fit for the purpose. For an example, if an individual search for a product via online measures
them they want it to be compatible with their need.
Consumer Protection ( Distance Selling) Regulations: This regulation include
formative set of laws which is mainly frames to effectively protect organisations those who are
engage in fraud. In addition to this, given law is mainly a formative government law that aim
towards protecting consumer rights.
Data Protection Act 1998: This acts was framed by UK parliament that effectively
states the ways in which data and related information of individual can be used in a legal way. In
addition to this, main intention of data protection act is to effectively protect individuals against
any kind of abused and misused information related to them.
Codes of Advertising Practice and the ASA: This acts allows consumers to make a
complaint to ASA in relation to false advertisements or in the situations of taking refunds when it
become difficult. In this, company may face limitation of facing any complaints related to any
product of marketing element that create negative affects for company profitability.
Acceptable Language: In order to maintain standards of society it is essential to measure
acceptable language. In this, Language that has been use in company advertising are required to
be in appropriate and acceptable form that can be accepted by society and do not hurt their value
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and feelings. As if this measure is not accepted in well effective manner it lead towards, decrease
in the overall base of consumer.
All these acts and measures lead towards creating limitation for effective marketing.
Thus, TESCO is required to effectively implement these measures in the management as to
evaluate their importance and implement same in order to overcome these in well effective form.
As negligence of these may lead towards decrease in level of customer base and profitability
which further harm company market value (Farrell and Gallagher, 2015).
Use marketing research for marketing planning
TESCO take advantage of different types of market research in order to improve their
efficiency of goods and services. For this company have made numerous formative improvement
in their websites along with international businesses. TESCO also increased their product
variants along with promoting measures in order to attract large base of customers which lead
company towards increase in their profitability. Mentioned below there are different types of
marketing research that are undertaken by TESCO for their effective marketing planning:
Primary Research: In this segment of marketing research TESCO take advantage of
face-to-face interviews, surveys and questionnaires in order to take effective and appropriate
feedback from their customers. This will help TESCO to manage their efficiency of products and
services. By offering promotional offered in order to attract more consumer base.
Secondary Research: TESCO is using secondary research measure to evaluate about
their competitors. In this company analyse old reports, questionnaires and surveys. This will
effectively help them to promote their products and services which has not been used by their
competitors yet. With this help of secondary research TESCO effectively raise their food
products range with the help of which new customers of company has been introduced.
Quantitative and Qualitative Research: Within this TESCO is taking advantage of
surveys and interviews in order to evaluate different customer choices in quantitative research. It
will effectively help them to increase their efficiency of goods and services. In addition with this,
in the component of qualitative research company use this method to improve their branding. In
this they overlook their previous observations and interviews.
Sampling: In this measure TESCO take advantage of questionnaires, promotions,
surveys and interviews in order to effectively understand behaviour of their customers. TESCO
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often offer food samples in order to gain consumer perception and opinions as to analyse about
their likes and dislikes.
Explain how and why groups of customers are targeted for selected products
Consumers are those individuals who buy company products and services for personal
consumptions rather than to re sell. Customers are targeted as to offer products and services in
order to gain maximum probability. In order to effectively categorise and split customers market
segmentation techniques can be used as to take more developing opportunities:
TESCO a British multinational organisation offer numerous products and services via superstore,
hyper store etc. Organisation mainly offer general merchandise and groceries.
Demographic: In this, company divide market in many different factors that include,
religion, age, gender status and financial. TESCO target everyone but main aim of company is at
15-60 age group of individuals. Company offer their products in an economical range that can be
easily adopted by every individual.
Geographic: TESCO offer all range of products and services that has no limit of region,
all the merchandises of company are used all around the world. In addition with this company in
recent days looking to expand their services in more Asian regions. For this they effectively
analyse needs and demand, preferences and perception of population of individuals of that
region.
Pshycographic: In this it has been analysed that people attitudes towards company
products and services is very prsotive. As they believe company offer their merchandises is in
best quality.
Develop a coherent marketing mix for a new product or service
Product: Company offer numerous range of products in a qualitative manner. TESCO
bring new product range in clothing sector for population of India. In order to effectively launch
their services company analyse behaviour of their customers in a well defined way. This helps
them to gain more developmental opportunities.
Price: By evaluating per capita income level of India company offer their clothing range
in an affordable manner. Price acts as an one of the most prominent factor in a marketing plan as
this effectively determine their profitability and long term survival. TESCO in order to
effectively offer their clothing range service evaluate price factor with the help of formative
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techniques that include, marketing skimming pricing, neutral pricing and market penetration
pricing.
Place: In order to effectively serve large base of customers it is essential for an
organisation to analyse place and distribution factor as these are important element. In this,
TESCO effectively position themselves in the Indian provinces and offer segment a place in
which they distribute their products in order to gain easy accessibility of potential buyers (Worlu,
Urim, and Niyi, 2016). In order to effectively position themselves TESCO is taking advantage of
numerous form of channels that include, selective distribution, franchising, intensive distribution
and exclusive distribution.
Promotion: This is one of the most effective factor which is required to be effectively
determine by TESCO as to boost their sales and brand recognition. Company take advantage of
numerous form of elements that include, sales promotion, public relation, sales organisation and
advertising as to enlarge their market range of new products and services. In addition with this
company also take advantage of various form of advertisements techniques such as, print media,
word of mouth, internet advertisements, radio commercials main focus of company in this, shift
towards online world.
CONCLUSION
As per the above mentioned report, it has been conclude that marketing is one of the most
prominent factor which effectively helps an organisation to promote their products and services
in best effective way as to gain more opportunities of advancements. In this report various form
of limitations are covered which is required by an organisation to effectively determine in order
to increase efficiencies of their marketing. This will effectively help them to increase their
market as well as consumer base that lead towards more productivity and profitability.
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