HND Business Management: Marketing Process & Planning at Tesco

This report provides a comprehensive analysis of Tesco PLC's marketing process and planning. It begins by defining marketing in the 21st century, highlighting the shift from mass marketing to personalized approaches using digital tools like social media and AI. The report details the role of marketing functions within Tesco, including promotion, selling, product management, and distribution, and examines how the marketing department interacts with other departments such as operations, finance, and human resources. Furthermore, it explains the extended marketing mix (People, Process, Physical Evidence) and evaluates how Tesco's marketing mix contributes to its business objectives. The report concludes with recommendations for Tesco, emphasizing the importance of careful research and development in devising marketing strategies, especially in international markets, and acknowledging Tesco's overall success in marketing planning and implementation.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
Name:
ID:
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing is one of the most important dimension of a business organisation
and so it is important to understand its concepts. For this report selected company,
TESCO PLC as an example to understand practical implementation of the concepts
mentioned above. Having its headquarters in UK, Tesco is a multinational retailer of
general merchandise and is operational in 11 countries across the globe (Domański
and Łabenda, 2020). Established in the year 1919, provide products and services
such as groceries and general use item through its supermarket, hypermarket, etc.
In this report consist of concept of marketing in 21st century, marketing mix, functions
of marketing and its role. In the 2nd part of this project have tried to throw some light
on the concept such as marketing objectives, situational analysis, competitor
analysis, marketing budget, social media marketing, etc.
2.0 An explanation of the concept/definition of marketing in
the 21st century
The earlier times followed the concept of mass marketing campaigns through
television, magazines and newspapers, etc. but with evolution of internet, things
changed. Internet transformed the marketing concept into personalised marketing, or
inbound and outbound marketing. Various concepts such as Social media marketing,
personalised e mail marketing, content marketing, AI, SEO which were nothing more
than a dream have now become a reality in the marketing domain. This made it
possible for the small firms also to market their products with small budgets
efficiently and effectively. (Rauschnabel and et.al, 2022).
In earlier times the the concept of marketing involved caveat emptor, that
means “ buyer beware”. Thus marketing included increasing revenue through
increased sales only but in recent times the concept of caveat venditor has taken
the firm in marketing which means “vendor beware”. This revolutionised the
marketing concept and the organisations now aim at creating a relation with the
consumer. This is done by various means such as feedback and questionnaire,
social media marketing, personalised budget marketing, customised products and
services, after sales services, product sampling, etc.
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Even after the adoption of these brand new technologies, the traditional
approach continues to play its role. The mass media marketing campaign is still the
most extensively used marketing tool to the large budget organisations and probably
more efficient as well.(Shemyatikhina, Shipitsyna, and Usheva, 2020).
3.0 Description of the role of marketing function with
examples from the chosen organisation
Different roles of marketing functions in the context of Tesco Plc such as:
 Promotion: Marketing clearly helps in promoting the product by creating
awareness about the product. It involves introducing the product to the
potential customers. This can be done through e mail marketing, social media
advertising, digital or print advertising, etc. TESCO extensively uses media to
create awareness about its products to the customer.
 Selling: It is one of the most important function of marketing which helps in
making sales of the product.(Kitchen,2020) In fact, it is this function of
marketing which give it its due importance as it helps in generating revenue –
the prime reason as to why an organisation exists. TESCO has always tried to
increase its sales by providing personal touch to the needs of its customers.
Various marketing tactics that TESCO has incorporated like buy one get one
free, discounts and offers, etc. were finally focused at increasing sales.
 Product management: This include development and design of the product.
This also include improvement of the product and service. This is done by
various means such as analysing competitor, taking feedback, conducting
market research and coordinating with other department. TESCO heavily
relies on the feedback from sales department and design their product
accordingly. They also work at proving one stop solution to their customers.
 Distribution: It is one of the key functions of marketing. It is the process by
which a company makes its products available to the customers. This include
everything from its distribution channel to the stores where its products might
be available. TESCO has its supermarket stores, hypermarket stores and
online stores available for the distribution of its product including other brands.
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4.0 An analysis of how the marketing function works and
interacts with other departments
It would be true to say that marketing is a function carried out specifically by a
particular department but the work of “Marketing Thinking” is all permeable that
means it comes from all the departments of an organisation. This is so because the
functions of marketing are to be carried out keeping in mind the needs requirements
and specifications provided by other departments.
 Marketing with Operations and production: The marketing department
should ensure that the production department is carrying out the production
process with due standards set by the marketing department. (Brannen,
Mughan, and Moore, 2020) It should also work in collaboration so as to
ensure that the deadlines are met. Here the two departments might even have
conflicting interests. Marketing department might give targets of production
that are way beyond achieving and on the other side production department
might focus on quality and thus not be able to meet the deadlines.
 Marketing with Finance Department: Every activity that is conducted in the
organisation needs to be carried out under certain budget. Same is the case
with the activities carried out under marketing department. All the research
work, promotion and distribution need to be carried out under certain budget.
Most of the time situation arises wherein the marketing department needs
higher budget but the finance department need to limit the expenses.
 Marketing with Human resource: Marketing department is a specialized
department which need to ensure that it has adequate human resources for
the purpose of carrying out research and development of products, meeting
production target, designing, create and manage ambitious sales team. For all
this purpose the marketing department rely heavily on the Human Resource
department for its supportive functions.
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5.0 An explanation of the extended marketing mix and
examples from selected supermarket
Explanation of the extended marketing mix -
 People – This aspect of marketing mix deal with the people working in the
organisation. It ensures that the employees should represent organisation in
such a way that it is able to deliver the best experience to its customers. This
must add value to the business. 420,000 working in TESCO organisation are
aimed providing world class experience to its customers. They are the reason
why the organisation has been able to grow so well. Tesco spends a huge
amount in the training and development of its employees. It has a huge no of
its employees dedicated as “Customer Assistants”.(Shin, Kim, and Kim, 2020)
 Process – This aims at understanding as to how can a business meet the
expectations of its customers. The organisation considers creating SOP to
deliver a standardised customer experience. TESCO has come up with
specialized stores such as Jack's in order to meet it customer expectations.
 Physical Evidence - It takes into account the physical elements that are
needed to complete and organisation. Even in the case of service there exist
some physical elements that the organisations use in order to delight their
customers and stand out. TESCO does not only satisfy the customer needs
by providing certain goods and services, but it also has its own supermarkets
and hypermarkets set up across countries.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
success of the organisation in meeting their overall
business objectives
Marketing mix contributes to the success in following way-
 Product – this aspect of the marketing mix deals with the question as to what
products and services should the company be dealing in. It defines as to what
are the key factors that differentiate it from its competitors. It also helps to
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understand as to what products can be correlated with each other. TESCO
caters to a wide variety of brands and products. Due its all around presence it
is able to wipe out other brands and establish itself as a popular and most
preferred brand. Everyday value, Tesco lotus, Tesco value and F&F are some
of Tesco's brands.(Zhang, and Hardaker, 2021)
 Price – This is the price that the customers are generally willing to pay in
order to buy a product. While setting the price of a product, the company
needs to also consider the cost spent on R&D of a product, this is known as
cost based pricing. Whereas when the price is based on consumer's
perception of quality. It is known as value based marketing. TESCO follows a
cost leadership strategy where it tries to reduce the purchase and operational
cost by availing economies of scale. It also uses a club card system that allow
its customers to gather points which can later be converted into money.
 Place – often neglected, it is one of the most important mix that ought to be
considered while designing a marketing plan. This involves analysing the
distribution and transportation channel in order to make its products available
to the customers. This also helps in differentiating premium goods from
regular goods. TESCO has it headquarters in England but runs its stores
across the world, thereby extending its services to a wide range of customers.
Also it has efficiently understood that many of it customers are uncomfortable
with big stores and nor is it feasible to establish so many of them, that is the
reason why they have made use of small stores to make their products
available. They have also embraced the technology in finest ways and are
thus available on online platforms as well.
 Promotion – In order to increase their sales and increase customer base, a
company uses various promotional mix. This might include sales promotion,
personal selling, advertising, public relation, etc. This also incorporate details
from the above mentioned 3 Ps.TESCO uses various means of advertising
and sales promotion very actively and efficiently. It uses TV advertisements,
sponsors and charitable events, offers propagative discounts and a lot more.
Its biggest advantage is its low price and discounts.(Kagendo-Kiarie, 2022)
3.0 Recommendations
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In recent years it has seen a pull out from major market economies such as
USA and Japan. This has resulted in TESCO loosing a major chunk in the world as
these 2 account to about 30% of world domestic product. This happened due its in
efficiency in managing its cost in Japan and bad selection of place and distribution in
USA. It must be understood by the above case that Tesco's research and
development team mus be cautious in devising the marketing mix and consider all
the aspects very wisely.
9.0 Conclusions
Tesco is undoubtedly one of the best and most successful supermarket
chains in the world. It has done considerably well when it comes to devising a
marketing mix for its products. Its marketing plans have mostly been well researched
and efficiently implemented (with exceptions being in USA and Japan). It has risen
from a single stall start up to a multi million PLC with a series of expansion plans. Its
marketing tactics have been simple yet very efficient and have resulted in the rapid
growth of the company.
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References
Rauschnabel, P.A., and et.al, 2022. What is augmented reality marketing? Its
definition, complexity, and future. Journal of Business
Research. 142.pp.1140-1150.
Shemyatikhina, L., Shipitsyna, K. and Usheva, M., 2020. Marketing management of
a nonprofit organization. Ekonomicko-manazerske spektrum. 14(1). pp.19-
29.
Kitchen, P.J., 2020. Marketing communications. In A reader in marketing
communications.(pp. 1-9). Routledge.
Domański, R. and Łabenda, M., 2020. Omnichannel of private label grocery products
in Tesco and Carrefour retail chains on the Polish market. Ekonomski
Vjesnik. 33(1).pp.191-202.
Brannen, M.Y., Mughan, T. and Moore, F., 2020. The creative use of insider
ethnography as a means for organizational self investigation: The “Essence
of Tesco” project. In The Routledge companion to anthropology and
business .(pp. 132-154). Routledge.
Shin, S., Kim, H. and Kim, W., 2020. Transnational corporations’ localization
strategies via retail attributes: Focus on Chinese Market. Journal of Retailing
and Consumer Services. 55. p.102088.
Zhang, L. and Hardaker, S., 2021. Divestment of European grocery retailers from
China. Geografiska Annaler: Series B, Human Geography. 103(2). pp.152-
167.
Kagendo-Kiarie, R., 2022. Ethical Marketing: Concepts and Reasons. In Products for
Conscious Consumers .(pp. 15-33). Emerald Publishing Limited.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the
customer p
4.5 Development of the marketing strategies applied to the extended marketing
mix p
4.6 Setting of an overall marketing budget, including allocation of planned
spend p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing
campaign p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives p
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5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria p
References p
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
TESCO is aimed at creating value by catering the diverse needs of the
customer and thereby increasing its revenue. It also aims at delivering one stop
solution to its customers by keeping intact faithfulness along run. TESCO also tries
to go beyond its limits and introduce products that are demanded by the customer.
This has made TESCO to introduce potato chips under its own brand name. It has
decided to introduce chips in various flavors such as cream and onion, ready salted,
prawn cocktail, salt and vinegar and chicken. This would help TESCO to attain its
organizational goals and objectives by keeping intact customer needs.
The marketing plan to be adopted by the organisation would focus on economies of
scale and would thus be in compliance with the organizational objective.
2.0 Clear and SMART marketing objectives
 The marketing objectives are aimed at achieving the actionable and practical
targets.
 The marketing campaign is aimed at improving the brand reach by entering
introducing a new product line.
 The marketing plan would also entail to increase the overall brand presence.
 It is also aimed at increasing customer traffic and thus new leads to the
enterprise.
 The marketing plan would also be aimed at diversifying the lead sources.
 By diversifying its business the enterprise is also aimed at exploiting the
opportunity for new prospects.(Muljono, 2018.)
 To achieve the above mentioned objectives its in fact the priority of the
organisation to successfully launch a new product which has improved quality
as compared to its competitors.
3.0 Marketing research to support the new product line
launch
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 The first and foremost step was to know and understand the basic problem
line that existed in the market.
 The next step was to find a solution to the problem line.
 After defining the problem line came defining the target audience.
 Next step involved devising a unique value proposition.
 The next step was to determine a marketing strategy where it involved the
defining of modes of marketing as per the target market and other factors
 Then came the testing of product and the overall approach.
 Next step was to roll out the marketing campaign.(Hunt, and Madhavaram,
2020.)
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
SWOT
 Strength – these factors are usually the strongest part of an organisation and
are contributing factors to its success. As in the case of TESCO these
include-
 Tesco has good network of suppliers, this would be an added
advantage when it would try to enter a new business.
 Already the existing scale of operations of TESCO is huge and to
come up with a new product would not cost it much.
 Due to its popularity and huge market share it is easy for it to
introduce a new product and promote it.
 Being the largest private employer and provider of services it easy for
it to attract better human resource at cheap rates and avail
economies of scale.
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 Weaknesses – these include the factors where the company lacks or which
are responsible for set backs of a company. The weaknesses of TESCO can
be enlisted as-
 TESCO was accused of an accounting fraud in 2017
 The failure of certain stores of TESCO is nothing but the resultant of
poor marketing research in those places.
 The financial structure of the company comprise more of debts over
equity which makes it lose a huge part of profit in paying its interests.
 Opportunities – These are the external factors that might turn out to be a
gold mine for the company. In case of TESCO these include-
 Jack's store is a great opportunity that the organisation can use to
expand its business.(Strategy, 2020.)
 The organisation has the ability to expand its working.
 The world is open and thus TESCO can try and exploit new markets.
 Threats - These include those external factors that might effect the business
negatively if not worked at. In case of TESCO this comprise of-
 Economic crisis being faced by the world and economy.
 TESCO's competitors such as Adla, Sainsbury, etc.
 Being a UK based company it automatically calls for Chinese rivalry,
which is in fact the economy with the largest population and thus
largest market.
PESTEL
 Political - The political factors include factors such as government policies,
leadership, international trade policies, taxation policies, political trends, polity
of a country, etc. In case of TESCO the political factors that might constitute-
 Polity and governance of the contries it is operational in.
 Tax regimes of the countries.
 Political stability is also a factor that TESCO should take into
consideration.
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 Economic - The economic factors that are considered while doing the
analysis are the ones that effect the economy as a whole and are expressly of
financial nature. For example interest rates, foreign exchange rates, inflation,
bank rates etc.(Fyall, and et.al, ., 2019.) economic factors that constitute to
TESCO's working are-
 economic changes in the countries it operates in.
 Taxation policies of various countries
 employment rate and income levels etc.
 Social - There exist a few social factors in the society which tells us about the
shifts and evolution in the way that stakeholders live their life. These include-
demographics, lifestyle trends, belief system, attitude around working
conditions etc. Social factors that TESCO must consider are-
 Belief system of the target market.
 Prefer choice of the target market.
 Technological - Technological factors to be considered include –
Automation, research and development, technological infrastructure, cyber
security. TESCO might consider-
 Evolution of technology in the production of goods and services.
 Evolution and adoptiomn and adoption of technology in the payment
system and attendence system.
 Technology for various other purposes such billing keeping record etc.
 Legal - These include employ and consumer right laws, judicial system,
licensing and permits, protection if Intellectual Property, industry regulations,
etc. The company has to comply with the laws that are local to the countries
where ever it has been established. Tesco should include following legal
factors-
 Laws of the accommodating country.
 Judicial system, customer protection laws, labor protection laws, etc.
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 Environmental - Thic include evolution of new technology, technology
sharing trends, new tech for communicating with the target market, etc.
(Bonnin, and Alfonso,2019.) TESCO's environmental factors must be-
 TESCO must comply with CSR policies and the international
convention on the protection of environment signed by the UK govt.
 It must keep up its policy of 3'Rs.
5'C
 Company – TESCO is a UK based MNC grocery and general merchandise
with market experience of over 100 yrs. It serves its customers with various
stores at various locations and also has an online presence. TESCO's market
share accounts to about 27% in UK itself. IT has a number of committees
under its name to manage its affairs.
 Collaborators – TESCO has a number of collaborators and strategic
partners. It sells both the way- Under its own name as well as other brand
products.
 Customer – TESCO aims at keeping its customer at the center of all its
decision. In fact the new products being introduced are hugely aimed at
satisfying customer need and requirements. It often communicates with its
customers
 Competitors – TESCO faces a cut throat competition from ASDA, Sainsbury,
Morrisons, Aldi, etc. It thus implement a no of strategies to fight these
competitions. It in fact faces competition from international brands such as
CBA, Penny Market, etc.
 Climate – though the last but still the most important aspect it comprise of a
number of external and internal factor that influence te working of the
organisation. It include growth of economy, operations within the organisation
etc.
4.2 A competitor analysis including the market segments
TESCO has a number of competitors attached to its name and work-
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 ASDA which is a wholly owned subsidiary of Walmart and has over 635 retail
locations.
 Sainsbury's which is the second largest grocery store chain in UK and
accounts to about 1418 stores.
 Morrisons is the main competitor in this scenario as it is a retail store as well
as it deals into production of food products.
 Aldi operates in 19 different countries and is a main competitor by giving
discounts and offering low priced items.
 Lidl operates 11200 stores in 29 countries and just like Aldi, depends hugely
on discounts and not shoppers experience.
 Waitrose is a British grocery store chain that operates at 336 locations and is
considered to be a premium grocer.
 Pepsico is the parent company to potato chips brand such as Walkers and
Lays and for this particular launch would probably be the biggest competitor.
4.3 Sub-segments
 Psycho-graphic – TESCO would do this segmentation on the basis of lifestyle,
personality, opinion and interest of its customers.(Dolega, Rowe, and Branagan,
2021.)
 Behavioral – This segmentation would heavily depend upon the consumer
actions, market data and decision making pattern of the customer.
 Geographic – This helps the organisation to divide its market on the basis of
physical location on the basis of an assumption that the people within that
specific geographical area have similar nature and interest.
 Demographic – This is the simplest yet the broadest segmentation technique.
This excactly is the basis for segmentation that has been adopted by TESCO
while launching its potato chips.
4.4 Articulation of the new product value-proposition in the eyes of
the customer
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The product being launched can be seen as a game changer in the potato
chips market. The competitors such as Lays and Walkers have been seen adding
unnatural food items to the products, whereas TESCO chips would be hundred %
natural and contain bold and natural flavors. The chips is also said to have
competitive pricing with customer friendly and eco-friendly packaging.(Banerjee, and
Bhardwaj, 2019.)
4.5 Development of the marketing strategies applied to the
extended marketing mix
 People - TESCO would be providing its brand new TESCO chips in
customized chips packets which would be served by its employees with
specific flavors told by the customer.
 Physical evidence – The package in which the chips would be served would
include the name of the customer and a link. By scanning the link, customers
would be able to submit their feedback regarding the service and the product
also. These chips would be available on TESCO stores only.(Güler, 2022.)
 Process – To buy the chips the customers will first have to get the token from
the token counter. This token would be of a specific color that would
determine the flavor of the chips to be delivered to the customer.
4.6 Setting of an overall marketing budget, including allocation of
planned spend
The marketing budget for the new product has been wisely administered by
the finance and marketing team. It includes the spending over various aspects such
as social media marketing, product development, promotional events, etc. (Guha,
Mandal, and Kujur, 2021.)
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Opening Capital 0 1600000 1300000 1000000 800000
Investment 2000000 0 0 0 0
Total 2000000 1600000 1300000 1100000 900000
Marketing Outflow
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Marketing 70000 90000 100000 100000 100000
Publicity 80000 90000 100000 100000 100000
New Product Development 250000 120000 100000 0 0
400000 300000 300000 200000 200000
Closing Capital 1600000 1300000 1000000 800000 600000
4.7 Tactical actions
 TESCO can use various tools and measures to assess the performance of its
employees.
 It can try and measure the overall performance by looking at the sales
numbers and taking the feedback from its customers.
 As it is introducing a new product, it should not make its marketing campaign
rigid. It should rather try and make its marketing campaign more flexible so
that it can be adjusted as per the feedback from the customers.
 TESCO should make marketing objectives that are in compliance with the
mission and vision statement of TESCO PLC.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
Customer Lifetime value can be used by the organisation to measure as to
whether or not the company is able to meet its organizational objectives. Its would
help it to understand how much value is being added by the customer to the
business.
Return on marketing investment would help the company to understand that
whether or not it is able generate good return on the amount that has been invested
in the marketing campaign.(Pick, 2020).
5.0 A comprehensive media plan that supports the planned
marketing campaign
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 Social media marketing – TESCO can use various social media platforms
such as Linkedin, instagram, facebook, etc. to market its products and take
feedback from the customer.
 Television marketing – TV would allow TESCO to reach a wide range of
customers without making much efforts. It will have to devise a focused
marketing campaign that would help it reach the masses. This would include
applying for a major chunk of its budget.
 print media marketing – TESCO will use newspapers and magazines to
advertise its products to a wide range of its customers.
5.1 A media budget
TESCO has devised a media marketing budget to specifically market its
potato chips on media platforms.(Jung, Yang, and Kim, 2020).
Particulars Year 1 Year 2 Year 3 Year 4 Year 5
Opening Capital 0 1800000 1600000 1400000 1200000
Investment 2000000 0 0 0 0
Total 2000000 1800000 1600000 1400000 1200000
Marketing Outflow
Social Media
Instagram 20000 20000 20000 20000 20000
Linkedin 20000 20000 20000 20000 20000
Facebook 10000 10000 10000 10000 10000
Publicity 100000 100000 100000 100000 100000
New Product
Development 50000 50000 50000 50000 50000
200000 200000 200000 200000 200000
Closing Capital 1800000 1600000 1400000 1200000 1000000
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
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The chips being introduced in the market can be customized as per the needs
of the customer and thus suit all the age groups. It meets the objectives of the
organisation as these have been designed keeping customers at the central focus.
The organisation can keep its marketing campaign very flexible and mold it as per
the needs and requirements of the organisation (Robertson, 2018). The idea behind
selecting these modes of marketing was that the it would be able to reach all type of
customers. From high end to low end, from young people to the aged population
everybody would be able to know and try the potato chips.
5.3 Appropriate digital, offline and social media channels for
communication
The most appropriate modes of communication that the company can use to
communicate with its customer can be-
 Suggestion box would help the customer put suggestion regarding the product
as well as other services and products.
 TESCO can use feedback form and questionnaire, this would help it to directly
make an analysis of customer preferences.
 It can try and put survey on social media platforms and you tube.
 It can directly reach out to the customer through their customer executives.
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
 TV – It has been chosen as an alternative because of its wide reach and
global presence. This would involve high cost of marketing. (Paulson, Luo, and
James, 2018).
 Social media – This would be the most inexpensive way of marketing for the
organisation. This would be apt to reach mostly the youth.
 Print Media – This is the media that would allow the organisation to reach a
huge clientele. It is so because the newspapers are a mandate in most of the
homes and magazines would be a great idea to reach the high end
customers.
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References
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capabilities, and renewal competences: The “outside vs. inside” and “static
vs. dynamic” controversies in strategy. Industrial Marketing
Management. 89. pp.129-139.
Strategy, M., 2020. 15 Key Components of a Digital. The Routledge Companion to
Strategic Marketing, p.231.
Fyall, A., and et.al, ., 2019. Marketing for tourism and hospitality: Collaboration,
technology and experiences. Routledge.
Bonnin, G. and Alfonso, M.R., 2019. The narrative strategies of B2B technology
brands. Journal of Business & Industrial Marketing.
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