Marketing Mix Development: 4Ps to 7Cs, with Tesco Analysis

This report examines the evolution of the marketing mix from the traditional 4Ps (Product, Price, Place, Promotion) to the more comprehensive 7Ps (including People, Process, and Physical Evidence) and the customer-centric 4Cs and 7Cs models. It explores the factors within each model, such as price, product range, distribution strategies, and promotional activities. The analysis then applies these models to Tesco, evaluating its marketing strategies across product offerings (including beverages, frozen foods, and home electrical products), pricing strategies (emphasizing low cost), distribution networks (with over 6900 stores globally), and promotional activities (including branding and loyalty programs). The report highlights the importance of each element in achieving marketing objectives, referencing factors such as consumer orientation, cost evaluation, convenience, communication, credibility, customer connections, and problem-solving capabilities. References are provided to support the analysis.

Running head: Marketing
Introduction to marketing

Marketing
Marketing mix
There are various marketing models such as 4P’s, 7P’s, 4C’s, and 7Cs. In relation to 4P’s it can
be said that there are different factors such as price which is considered as the amount of money
that is given to buy the product, product is the goods and services that are offered by the
company to its target market, place consist of the operations of the activities that helps in
maintaining the availability of the products to the target market, Promotion is the marketing
strategy that is used to boost the sales. Also, if 7P’s are considered then extra P’s are added
which are people have an important role in purchasing the product, Process consist of the overall
system and process of the company, Physical evidence relates with the services that are given
and in which the company and customer can easily interact (Festa et al., 2016).
There are also 4C’s such as consumer, in which the company emphasizes on bring customer
oriented rather than product oriented. Cost is the next factor in which the overall evaluation of
the money is done that helps to boost satisfaction. Convenience is the next aspect in which the
marketers are offered the products easily in the market. The third is communication in which the
communication is done with the customers. Next is credibility that emphasizes on maintaining
the chance of maintaining the worthiness. Connection is the sixth step in which the link is made
with the customers through social media platform and the last is close in which the company
search for the solution of the problems (Jackson and Ahuja, 2016).
To evaluate the marketing mix of Tesco the emphasis will be given by 4P’s model. It can be said
that this is one of the effective model that helps in maintaining the activities of the company. In
relation to product, the company offered huge range of the products in the market such as
beverages, frozen foods, food, pet care products and also home electrical products. The cost
leadership strategy is considered by the company in which the products and services are provided
at the low cost. Place is also one of the factor in which it is examined that company has more
than 6900 stores in the 100 countries. There are also the large supermarkets that emphasizes on
selling the groceries and small range of the items and also it has been seen that company are the
similar stores that emphasizes on maintaining the high marginal products. In context to
promotion, it is analyzed that strong branding strategy is considered by the company. Tesco
considers hoardings, television advertisements and promotional channels and it is seen that there
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Marketing
are loyalty cards also that are offered to the particular segment customers in the competitive
market. There are club card owners those who get the points and they can easily redeem the
discounts (Martínez-Ruiz et al.,2016). So, it can be stated that these are the factors that are
important to be considered so that it could be easy to accomplish set goals.
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Marketing
References
Festa, G., Cuomo, M.T., Metallo, G. and Festa, A., 2016. The (r) evolution of wine marketing
mix: From the 4Ps to the 4Es. Journal of Business Research, 69(5), pp.1550-1555.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
Martínez-Ruiz, M.P., González-González, I., Jiménez-Zarco, A.I. and Izquierdo-Yusta, A., 2016.
Private labels at the service of retailers' image and competitive positioning: The case of Tesco.
In Handbook of research on strategic retailing of private label products in a recovering
economy (pp. 104-125). IGI Global.
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