Marketing Communication Strategies of Tesco and Primark in Retail

This report examines the marketing communication strategies of Tesco and Primark, focusing on their use of TV and website advertisements in the retail sector. It explores how these companies utilize marketing communication, a crucial element of the marketing mix, to promote their products and services to consumers. The analysis includes the application of behavioral theories, such as the Theory of Reasoned Action and Motivation Need theory, to understand consumer psychology and influence purchasing decisions. The report highlights the importance of adapting to changing consumer needs and preferences, as well as the role of cognitive and behavioral approaches in shaping consumer behavior. It concludes with recommendations for Tesco and Primark to enhance their marketing efforts, including adopting diverse market research methods and focusing on consumer motivation and retention to achieve customer satisfaction and business objectives.

SERVING CUSTOMERS IN GLOBAL MARKETS
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TABLE OF CONTENTS
Introduction......................................................................................................................................3
Main section.....................................................................................................................................4
a)..................................................................................................................................................4
b)..................................................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
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INTRODUCTION
Marketing communication is an essential part of the marketing mix which defines how
the product should be promoted and sold at market place. It is a kind of message which
organization uses to convey the message to the consumers about the sale of products and services
(Zhang, Zhao, Voss and Zhu, 2016). In the present research study, discussion has been made
regarding TV advertisement and website advertisement which are used by Tesco and Primark for
different clothing products and services. It is essential for the business entities to comprehend the
appropriateness of communication process because that is the only source through which aims
and objectives of the business entities can be acquired.
TV advertisement is an important part of communication through which Primark and
Tesco both introduces availability of different products and services at the market place
(Wellington, 2010). On the other hand, website advertisement also holds importance because that
is indirect method of communication through which business introduces its products among the
customers. In the present case, both the communication materials (TV advertisement and website
advertisement) have been selected because wide range of customers are getting attracted through
the use of such tools.
It is vital for the business entities to comprehend the importance of consumer psychology
as through that only, products can be brought at market place. Psychology shows the preferences
and demands of customers; hence it is essential for both Primark and Tesco. Both the cited
organizations work primarily for customer service; hence it is significant to maintain proper
communication with the customers (Thorpe and Clifford, 2007). Since, the entities are involved
in delivering retail services to the consumers; therefore it is imperative to show the utility and
significance of the products to the consumers through advertisements and other promotion tools.
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As per the image, it is clear that the main motive of advertisement is required to be
depicted so that customers can understand the message appropriately. In this respect, behavioural
theories can be applied appropriately (Adekambi, Ingenbleek and van Trijp, 2015).
MAIN SECTION
a)
It is vital for Tesco to understand the theories of communication because that helps in
attracting the clients towards the available products and services. In this respect, Theory of
Reasoned Action can be discussed which states that the specific aspects needs to be considered at
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the time of managing decision making process (Stewart and Barlow, 2006). Prior purchasing any
of the product and service, consumer searches for variety so as to get options and sometimes they
switch to other entities as well. Thus, in order to reduce customer switch over, it is crucial for
Tesco to include all the essential elements for developing higher sales. Consumers move to the
decision making stage after a period of thought, this helps them to make a purchase based on
rational insight (Pang, 2009). Further, Motivation Need theory can also be applied here which
represents that customers have different needs and priorities based on their priority system and
these needs should be adequately fulfilled through delivery of suitable products and services.
Hence, as per the theory it is evident that Tesco needs to focus on consumer psychology for the
purpose of developing suitable message for the consumers.
On the other hand Primark is also required to accentuate on psychological dimensions
because that plays crucial role in satisfying and retaining the potential service users. In order to
influence the purchase decision of consumers, Primark needs to ensure that they are meeting up
all the needs of clients (Lee and Song, 2015). Understanding consumer psychology aids Primark
to enhance its promotion aspects and in the similar way it can also motivate the end users to fulfil
all their desires. Thus, it is clear that both the companies need to utilize the concept of marketing
communication in all its products and services so that appropriate message can be communicated
to the customer segment (Chuang, Morgan and Robson, 2015).
b)
In order to meet the needs and demands of customers, Primark and Tesco both have to
make several changes in the business processes. This is also essential for the purpose of reducing
the probability of customer switch over (Craft and Hassan, 2015). It has been observed that
personality and attitude of business influences the way consumers respond to marketing
messages. Thus, this is the chief dimension which Tesco has maintained and as a result, it helps
in retaining the interest of clients for longer time span. The needs of customers for fashion
clothing have been changing; therefore in order to cope up with the same, Primark has brought
new collection of fashionable items for the consumers. Changes in lifestyle and attitude brings
more transformation in the entities and it also develops the opportunities of growth and success.
The most important aspect of marketing is to bring effective and useful products for the
consumers so that they can remain loyal with the business entity (Chuang, Morgan and Robson,
2015).
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The Cognitive Approach in psychology is a relatively modern approach to human
behaviour which emphasizes on how people think and how it changes their thought processes. It
further also analyses changes in behaviour and attitude because it considers biological
approaches into account which acknowledges the influences of genetic and chemical imbalances
on human behaviour (Aykin, 2016). For instance- psychological aspects of consumers’ changes
due to several reasons which changes the way people make their decisions. Thus, it can be said
that human behaviour has a direct connection with their attitude and perception which directs
Primark to comprehend the needs of clients on different products and services. In Cognitive
approach, attention is also given towards quantifiable behavioural events wherein consumer
focuses on diverse needs and preferences.
On the other hand, Behavioural approach focuses on observable behaviour wherein
customers usually emphasize on external environment. This influences customer’s behaviour and
they respond appropriately to all the transformation taking place in external market place. Tesco
and Primark needs to accentuate on customer preferences so that they can be retained for longer
time span (Adekambi, Ingenbleek and van Trijp, 2015). Apart from this, it is also crucial for the
business entities to motivate the consumers in such a way so that it can promote the services to
other people as well. Hence, from the discussion it is clear that consumer psychology plays vital
role in changing the perception, behaviour and attitude of consumers.
CONCLUSION
Summing up the entire research study, it can be said that Tesco as well as Primark both
are paying adequate attention towards the concept of consumer psychology. This is the only
reason that business entities are very close to consumer satisfaction and retention. With the help
of psychological dimensions, Primark is implementing several changes in the business practices
which critically leads to innovation in the business activities. As a result, it brings improvement
in service provision and ultimately that helps in meeting the aims and objectives. Further, in
terms of recommendations, Primark should adopt diverse methods of market research so that
changing needs of consumers can be identified as early as possible.
This gives opportunity to the business entities to make favourable transitions in the
current operations and practices. Moreover, Tesco and Primark should also change the
application of theories for ascertaining the perception of consumers regarding different products
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and services. However, it can also be articulated that both the entities are putting maximum
efforts in achieving customer satisfaction through including different products in the service line.
Lastly, it is recommended that Tesco and Primark should focus more on consumer motivation
and retention.
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REFERENCES
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