BSc Marketing Portfolio: Tesco Digital Campaign - TeStardust Kit

This portfolio presents a comprehensive digital marketing campaign designed for Tesco, specifically targeting the promotion of their new TeStardust Complete facial care kit. The campaign leverages various digital communication channels, including Facebook, Instagram, Twitter, YouTube, and Tesco's website, utilizing the AIDA model (Attention, Interest, Desire, Action) to guide the marketing strategy. The portfolio details the campaign objectives, methods for measuring success (lead generation, cost per lead, ROI, customer acquisition cost, and user time on page), and a reflection on the importance of digital marketing tools and ICT in contemporary marketing. It emphasizes how these tools can enhance customer relationships, improve operational performance, and boost brand awareness for Tesco. The analysis also considers the role of knowledge management and relationship marketing in achieving a competitive advantage and ensuring sustainability in the market.

BSc (Hons) Business
Management
BMP4004
Contemporary Issues
in Marketing
Assessment 2
Practical Skills
Assessment Portfolio
Submitted by:
Name:
ID:

Table of Contents
Introduction......................................................................................................................................1
Campaign objectives........................................................................................................................1
Measurement of success..................................................................................................................2
Campaign plan.................................................................................................................................3
Communication 1: Facebook...........................................................................................................4
Communication 2: Instagram...........................................................................................................4
Communication 3: Twitter...............................................................................................................4
Communication 4: YouTube............................................................................................................5
Communication 5: Website..............................................................................................................5
Reflection on Campaign..................................................................................................................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
Marketing is an important thing for an organization to preserve and promote its business
within the preferred manner by way of persuading its clients and gaining a competitive benefit
through retaining relationships with them. In the modern scenario, there are various marketing
issues and challenges which could have a tremendous impact on an organization's promotional
activities, such as the use of digital and social media to contact and inform potential clients.
Those styles of practices require significant capital investment and process monitoring to achieve
goals more successfully (Pandey, Nayal and Rathore, 2020). The record describes the concepts
of information management and relationship marketing, and the position of ICT and digital tools
in keeping customer relationships with retail businesses. This report will demonstrate about the
digital marketing campaign that can be used by Tesco to enhance its marketing activities. Tesco
is a retail supergiant headquartered in Welwyn Garden City, London and was established in the
year 1919. Tesco wants to improve its social presence and market a new product in personal care
segment with the name of TeStardust Complete facial care kit. The evaluation of various digital
communication or ITC tools will be elaborated for enhancing customer satisfaction and attract
more customers.
Campaign objectives
Digital marketing activities and campaigns of Tesco will focus on campaigning a new
product in the market, TeStardust Complete facial care kit with following objectives that are
given below:
Knowledge management refers to the procedure of creating, sharing and the usage of
records according to the desires and necessities of individuals or businesses to expand and
enforce plans. In keeping with the analysis, knowledge control is a multidisciplinary method to
obtain organizational goals and set up a valid method to preserve operational performance.
Businesses need to store facts about TeStardust Complete facial care kit and make it available to
users for selection-making (Hanlon, 2021).
In the contemporary situation, understanding management is an essential characteristic for
an enterprise just like the Tesco to apprehend customer needs, competitor regulations and
developments, and financial situations to make modifications to treatment the impact on
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ongoing. The goal of turning into a best product in personal care and generating more income
can be supported with the aid of the presence of a well-defined client database. This may help the
enterprise become aware of consumer buying patterns and plan an approach. For relationship
control and sustainability in the market, it's far important that Tesco have understanding of the
market state and the desires of present day and potential customers.
Relationship marketing is an essential method to growing brand cognizance and preserving
suppliers and clients to gain a competitive advantage. This technique of advertising and
marketing involves using virtual and social media gear to provide and obtain information. To
enhance learning, organisations must recognize the price and alertness of the TeStardust
Complete facial care kit. The principle role of relationship marketing is to boom believe, word of
mouth, create new opportunities and replace the wishes of target customers.
Measurement of success
These metrics can be measured for evaluating and measuring the success of digital
marketing campaign of Tesco.
 Lead generation: Lead generation rate is the overall variety of leads earned divided by way
of the overall wide variety of site visitors through a specific channel. This metric will come
up with an idea of in which Tesco’s TeStardust Complete facial care kit can excel and
wherein it may have room for improvement (Ketter and Avraham, 2021).
 Cost per lead: Cost-per-lead is a superb way to gauge how well organisation’s cash is being
spent. This can help the organnisation discover regions in which TeStardust Complete facial
care kit need to retain to spend or areas in which it might make more feel to make
investments in a different way inside the destiny.
 Return on investment: Marketing ROI is measured by means of dividing overall revenue
generated by way of the full amount invested in marketing over a given period. Marketing
groups in Tesco can use this metric to compare their fulfilment over a time period with past
time durations.
 Customer acquiring cost: Purchaser acquisition prices can be measured through taking all
sales or advertising and marketing charges in a given marketing campaign and dividing that
range by way of the quantity of recent clients obtained thru that marketing campaign
(Behera and et. al., 2020).
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 User time spends on Page: The more time company’s users spend on Tesco website, the
user time spend on page is higher and more customers can be generated for their product
TeStardust Complete facial care kit. A high common "time on page" metric suggests that the
content material produced with the support of advertising is relevant, attractive, and
treasured on company’s target market.
Campaign plan
AIDA Model
The AIDA model, which stands for Attention, Interest, Desire, and Action model, is an
advertising outcomes model that identifies the ranges an individual goes through within the
method of purchasing a service or product (Tristanto and et. al., 2021). The AIDA model is
commonly used in virtual advertising, income techniques, and public relations campaigns. The
Tesco could utilise this model for improving its digital marketing activities.
 Attention: The first step in advertising or marketing is to consider a way to get the
consumer's interest. This could help Tesco to generate interest among the customers
through digital marketing and attract them towards their TeStardust Complete facial care
kit campaign.
 Interest: As soon as a client is aware of the lifestyles of a product or service, the
corporation have to try to boom the hobby level of the potential customers. Tesco can
generate interest for TeStardust Complete facial care kit among the customers by
showcasing its campaign through social media and other communication tools.
 Desire: Once a client is interested by a product or service, the intention is to make the
patron want it, shifting their thinking from "I need it" to "I want it". The digital marketing
tools can help Tesco to rise above the competition and increase demand for its TeStardust
Complete facial care kit among the customers.
 Action: The remaining purpose is to get the customer of the marketing campaign to do so
and buy the services or products (Song, Ruan and Jeon, 2021). Customers can easily use
online shopping to purchase easily which will enhance the organisation to get higher
profits and increase maximum sales that could provide success to its TeStardust
Complete facial care kit.
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Communication 1: Facebook
Tesco uses Facebook communication to interact with customers effectively and efficiently
and target suitable customer as per their interests and desires. Facebook narrows down the
audience for the organisation's commercials based on their hobbies, gender, or location, and uses
advert targeting to locate the right customers (Jaman and Anshari, 2021). Facebook can be used
by Tesco's ad-based budgeting, in order to enhance information sharing that customers feel
knowledgeable whilst identifying to spend. Tesco controls marketing activities as it may also
start, stop or pause commercials at any time, so they are always underneath control. Every time
Tesco runs an advert, they can see how many customers have reacted, commented on, shared and
clicked on that advert, and Tesco can use this information to improve future advertising
campaigns in future for its TeStardust Complete facial care kit products.
Communication 2: Instagram
Instagram also can assist Tesco growth logo focus and launch new products. Each month,
130 million Instagram users have interaction with buying content (Harun and Tajudeen, 2020).
Instagram allows Tesco or different users to promote their brands and TeStardust Complete
facial care kit in a pleasant and real way without forcing income to customers. Instagram's
important gain over different social media structures is its intuitive nature.
Communication 3: Twitter
Twitter advertising and marketing is a digital marketing method for advertising on Twitter
(Mann, Ginder and Byun, 2022). It targets to develop a virtual target audience via promoting the
employer's merchandise and enhancing traffic to the company's website. With the proper virtual
marketing method, Tesco can without difficulty growth brand recognition digitally, force
conversions, and develop an engaged network through Twitter.
Communication 4: YouTube
YouTube advertising and marketing is a strategy of making films, videos and importing
them to YouTube to sell a brand or product and gain interest (Eagle, 2019). It facilitates
companies to increase traffic, develop their purchaser base, and reach new audiences. Tesco can
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acquire in addition viewers for TeStardust Complete facial care kit, supporting to enlarge its
customer base. With the aid of growing in-intensity tutorials, live streams, tutorials and classes,
Tesco also can rank better on Google.
Communication 5: Website
Websites are quite plenty the gold trendy inside the global of marketing, the collection for
all product and service facts, FAQs and considered one of the number one techniques to hook up
with the customers (Tuten, 2019). Website advertising and marketing is the strategic promoting
of a website to drive applicable traffic to the site. The goal is usually to attract those who may be
interested by a business enterprise’s services or products.
Reflection on Campaign
There is a huge importance of applying digital marketing tools in contemporary
marketing of Tesco. Digital marketing and ICT is a new term within the business zone that
influences how and features inside an organization. Digital advertising involves information and
communication technology (ICT) that gives tools to help businesses gather data and offer it to
suppliers and clients. Digital advertising and marketing and ICT can also be useful in Tesco to
enhance operational performance and productiveness. For retail groups, digital tools support
decision-making, enhance production and productivity, and inspire customer support
(Ramadanty and Safitri, 2019). Conversation via websites, emails and phone apps is part of
virtual advertising and marketing that helps organizations to control consumer relationships and
resolve issues. For Tesco, the use of virtual generation is useful for growing brand awareness and
high-quality of care by using having a database of information about every purchaser. This
statistics helps Tesco to assist customers quickly and effectively with their TeStardust Complete
facial care kit products to increase consumer satisfaction.
Social media is also another powerful digital and ICT tool for handling consumer
relationships and providing data to customers. Tesco may employ a technical group to
manipulate public relations and on-line commercial enterprise. The company can analyses
purchaser mail and feedback and contacts senior control to solve problems. Moreover, customers
can contact the organization at any time. Therefore, it could be visible that Social media is
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effective in public relations management and can assist customers gain information about
products and services of Tesco. Facebook has helped Cadbury’s ad-based budgeting, in order to
enhance information sharing that customers feel knowledgeable whilst identifying to spend on
TeStardust Complete facial care kit products. Tesco controls marketing activities as it may also
start, stop or pause commercials at any time, so they are always underneath control.
Business practices are changing because the role of digitalization has grown over time,
and people additionally just prefer the possibility of buying and selling products through on line
services. Moreover, within the digital age, CRM is a powerful tool for driving customer trust and
choice making. Currently, a good way to enhance online offerings Instagram can be useful. Aldi
and many different users used Instagram to promote their brands and products in effective and
efficient manners to customers.
The enterprise has been selling FMCG merchandise throughout in London since 1919,
but to maintain its position, it needs to put in force digital technology connected to the website.
This kind of initiative affects consumer morale by permitting Tesco to create actual-time
comments on TeStardust Complete facial care kit products from its businesses (Loura, 2018). For
Tesco, the use of ICT and digital technology facilitates promote brand consciousness and best of
care offerings by way of having a database of records approximately about every purchaser. This
record facilitates Tesco serve its customers swiftly and successfully, growing customer
satisfaction. Sainsbury’s have acquired additional vision, supporting to enlarge its customer base.
With the aid of growing in-intensity tutorials, live streams, tutorials and classes, Sainsbury’s has
ranked better on Google.
Tesco need to make sure that information about each purchaser is saved within the database
for similarly index and even clients, customer, and even inner employee desires to be recognized
about the brand new digital structures and benefits that banks provide. Virtual marketing
equipment like social media help customers and clients end up aware of new applications and to
be had alternatives (Pandey, Nayal and Rathore, 2020). With the proper virtual marketing
method, Asda has without difficulty grown brand recognition digitally, force conversions, and
develop an engaged network through Twitter. These examples are the proof of using digital
marketing strategies and various online social media tools that can create successful marketing
for Tesco. Thus, it can be said that the use of various digital tools like Facebook, Instagram,
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Twitter, YouTube and company’s website are helpful for improving digital marketing activities
of Tesco’s new product.
Conclusion
It has been concluded from the above report that the digital marketing activities in today’s
world provide better opportunities to reach maximum customers and fulfil their demands. The
report has been describing the use of digital technology tools to enhance communication with
customers and improve marketing activities of the organisation. The report has provided the
description of successful marketing through social media for newly designed product of a
company. It has identified the use of various digital social media platforms for providing better
marketing options for the customers like Facebook, Instagram, Twitter, YouTube and company’s
website. Finally reflection on the marketing campaign of the organisation is provided.
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References
Books and Journals
Behera, R.K. and et. al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Eagle, W., 2019. YouTube marketing for dummies. John Wiley & Sons.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Harun, Z. and Tajudeen, F.P., 2020. Instagram as a marketing tool for small and medium
enterprises. International Journal of Technology Diffusion (IJTD), 11(3), pp.48-59.
Jaman, S.F.I. and Anshari, M., 2021. Facebook as marketing tools for organizations: Knowledge
management analysis. In Research Anthology on Strategies for Using Social Media as a
Service and Tool in Business (pp. 117-131). IGI Global.
Ketter, E. and Avraham, E., 2021. # StayHome today so we can# TravelTomorrow: tourism
destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of
Travel & Tourism Marketing, 38(8), pp.819-832.
Loura, I., 2018. 5Ps: A Conceptual Framework for Digital Marketing Campaign. ASBM Journal
of Management, 11(2), pp.65-77.
Mann, M., Ginder, W. and Byun, S.E., 2022. Highs and Lows of Cannabis Decriminalization:
Twitter Analysis and Ethical and Regulatory Implications for Retailing and
Marketing. Journal of Global Marketing, 35(1), pp.57-75.
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structured literature review and future research directions. Journal of Business &
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Ramadanty, S. and Safitri, Y., 2019, August. Social media influencers involvement in the digital
campaign in Indonesia. In 2019 International Conference on Information Management
and Technology (ICIMTech) (Vol. 1, pp. 48-52). IEEE.
Song, H., Ruan, W.J. and Jeon, Y.J.J., 2021. An integrated approach to the purchase decision
making process of food-delivery apps: Focusing on the TAM and AIDA
models. International Journal of Hospitality Management, 95, p.102943.
Tristanto, T.A. and et. al., 2021. AIDA Model as a Marketing Strategy to Influence Consumer
Buying Interest in the Digital Age. Budapest International Research and Critics Institute
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Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE.
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