Marketing Principles and Techniques Report: Tesco Analysis

This report provides a comprehensive analysis of Tesco's marketing principles and techniques. It begins with an introduction to marketing, exploring its activities across various departments, and emphasizes the importance of innovation and customer focus. The report delves into market segmentation, explaining how Tesco identifies its customers through demographic, geographic, psychographic, and behavioral segmentation, and highlights the advantages of this approach. It then examines Tesco's marketing mix, detailing its product range, pricing strategies, place (distribution channels), and promotional activities. The report further explores the aims of market research, outlining different research methods such as primary, secondary, quantitative, and qualitative research. It discusses managing Tesco's online image and methods used in e-marketing. Finally, the report covers the use of market analysis techniques to research target markets and presents the results of this research, offering valuable insights into Tesco's marketing strategies and their effectiveness.

Marketing Principles and
Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Explaining about marketing and its different activities in various departments ...................1
Defining market segmentation which help Tesco to identify customers .............................2
Defining the marketing mix of Tesco.....................................................................................2
TASK 2............................................................................................................................................3
Explaining the aims of research and marketing.....................................................................3
Defining market research methods with examples ................................................................4
TASK 3............................................................................................................................................5
Managing the online image of the Tesco .............................................................................5
Methods used in E market for the products and services.......................................................5
TASK 4............................................................................................................................................6
Use of market analysis techniques which helps in research of the target market of the
products..................................................................................................................................6
Results of market research and market analysis. ..................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................8
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INTRODUCTION
Marketing is a wide term which not only relates to sales but also to promotional activities
as well as all related tasks which are used to satisfy customers. In all activities, customer is at
focus point through which owner can attract customers. Innovation is very important. This report
will study about marketing and its different activities. It will study about the market
segmentation which helps to identify customers. This will also study about the marketing mix.
Furthermore, it will study about the aim of research and market analysis. This will study market
research methods with examples. This will explain about market analysis tools which are used in
business as well.
TASK 1
Explaining about marketing and its different activities in various departments
Marketing is related to the purchasing and selling of the product and services. It also
includes the promotional activities, delivery of the product advertisement, etc. to attract people
companies use various methods to increase sales. It includes the slogans, tag lines, discounts,
offers and more. In this field, lack of innovation is there. By innovation, customer feel more
interesting. Different departments has different work to do but all have to same reason of
existence i.e., to attain mission and vision of company. For satisfying customer marketing
department uses various methods to like search about the demands of persons which will support
them to grow sales. Only the work of selling is not done, there are diverse activities which are
promotion, advertising, online marketing and making a plan to increase the sales of the company
(Woermann., 2018). In selling department various sales methods are followed like offers,
discounts, sample distribution, coupons and many more. It is all because to maximise sales and
retention of the customer. Advertisement department, employees will find out the ways through
which the people become attracted towards and interesting. TV is one of the source of media
which usually have by the persons. It helps to product to become popular. In Tesco is selling
products of various range and varieties. It has diverse department for that. Like in the human
resource department people are hiring for the new employees and will help in distribution of the
work. For appointing the people marketing is needed and it will, help in increasing the people to
work in that department. IT department also need of people are required to do the work. This
department ensures that people are increasing on the use of the internet and online selling is done
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with the help of this department. In the R& D department researcher is find ways to establish the
company with doing various research on the product.
Defining market segmentation which help Tesco to identify customers
Market segmentation refers to dividing the market according to products. It is divided by
target market which is differentiating the product. For various types of customers company
makes diverse products. Like Tesco is making the products in diverse range. From groceries to
the super market. It is making the product for satisfying the customers. There is certain basis of
segmentation and these are demographic, geographic, psycho-graphic, and behavioural. Various
advantages are there of this segmentation are: to identify the customers’ requirements. This
division of segmentation helps the company to know demands and wants of the customers. After
this company is knows about wants of clients (Ratcliffe., 2018.). It will help the company to
maximise the sales. All wants are fulfilled by the employees and make consumers happier.
Through this firm can provide quality services to clients. This supports company to move
towards the path of development. Diverse pricing strategies are also set by the employees so that
people who are of various income groups can buy the products. Through demographic
department get to know the area wise segmentation. It is helping the employee about the
knowing their wants and fulfil them. Under demographic people are classified on the basis of the
age, marital status, income, nationality, religion. For children there is different range of products,
for income wise is different. According to customer products are made and divided. In Tesco
market is divided on the basis of the above segments. Like demographic wise people are more
cornflakes is the product range which are divided on the basis of nation.
Defining the marketing mix of Tesco
Marketing mix refers to methods which is used in developing the product to fulfil the
demands of customers. This also helps in maximisation of sales by promotion of product and
services. It includes four Ps named as product, price, place and promotion.
 Place - many other business the Tesco is selling its products in online as well as offline
mode. 6809 stores of firm is operating around the world. It has diverse stores which are
named as Tesco Extra, Tesco Express, Tesco Metro, Tesco Compact, Tesco Home plus
and many more. Online business of Tesco is Tesco Direct (Siano and et.al. 2018).
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 Product - Tesco products are available in wide range. This includes food, clothing,
cosmetics, electronics, finance, stationary and many more. Tesco provides different
types of product in their store so to capture more market share in UK. It is providing
diverse range of products which helps in satisfying the customers. Its has its own brands
also and it will help attract the customers. Its renowned brands are Tesco lotus, F&F
clothing, Everyday value and many more.
 Price - This company is following the leadership pricing strategy. In these prices are low
to attract the customers (Hackley and et.al. 2018). It is not compromising the product
with quality. Price is the only factor which substitute customers from one brand to
another. It is helps in minimising in the prices which are by suppliers. Competitor can
affect pricing as well as working of the company.
 Promotion - This has very named in the market as well as goodwill. Tesco should
properly make a combinations of different marketing techniques as it will help them to
create a favourable image in the mind of customers. For promotion purpose it uses the
newspapers, television, online modes to attract clients. It is using the various sales
promotion techniques to increase sales of company. Methods which are used in this are
discounts, offers, samples for the food items and many more.
TASK 2
Explaining the aims of research and marketing
The main objective of market research is to find out the needs and wants of customers
through primary or secondary research and then modify their products accordingly. (Pulker
Scott and Pollard, 2018). In research market is analysed and after that the data is collected
through which requirements are known by the researcher. It is done for pre planning and which
is helps the firm to take decision. Main focus of research is to reduce any types of risk which
could be face by company in future. If needs are considered while making product then there is a
high chances of sales automatically. It helps firm to know the need of certain product in the
market. Through this entity knows which type of customers are targets by the people. Research
ensures that firm is implementing all the trends which are prevailing in the market. After
targeting people know that which type of customers are there and their wants. It is the duty of the
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owner to ensure that demand of people are fulfilled or not. Marketing not only aims in selling
the products but it includes also the promotion. Advertisement, product development, brand
management and many more. Product development helps the company to keep innovating the
product. It is making more and more interesting which directly helps to increase sales. Their
main aim is to make goods which can satisfy the consumers. If he/she will satisfy in that case
company will definitely grow. Marketing also helps in the making good image in front of
customers and market as well. More quality services are provided by employees and more
retention of the customer will be there. Tesco has clear about the aims and objectives of the
research and marketing.
Defining market research methods with examples
Market research methods through which the company can know the real position. There
are various methods from which the company is doing research (Petrosyan and Dimitriadis,
2018). These are primary, secondary, quantitative and qualitative.
 Primary research – It refers to collection of latest and unique data through different
methods and then transform it into information so to support their hypothesis. It is more
reliable source than any other. This provides direct data which firm needs. It is one of the
way through which data is gained directly through customer. It helps in making the long
term relationship with them. It involves various methods under this are surveys, direct
observation, interviews and focus groups. It supports in making the questionnaire and
helps in getting the accurate results. Its disadvantage that it takes lot of time to collect
information and expensive as comparison to other methods. Person can use this method
who has more time available to launch the product.
 Secondary research - it refers to the information which is taken from secondary means
like information exists on internet, already made reports, data from the various agencies.
This type of data is not reliable because people who has made that report can be
inappropriate or mistaken or more. This type of research is done by some other researcher
and uploaded on online platform, newspaper, magazines so that other person can use it
for their research.
 Quantitative research - this research is used to collect numerical data only. On certain
basis there is need to take facts and figures. This includes the surveys which are taken on
the returning customer frequency, figures of sales, financial trends and many more. This
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helps in taking correct information but not fully dependent on the figures (Patsiaouras
and et.al., 2018). It considers all the information which are related to firm or it wants.
 Qualitative research - this research helps in taking opinions which contributes in better
understanding and knowing all the information about the product. In this formal and
informal talks with the customers so that people know about the needs and wants of the
customers. It helps in satisfying the customers. The views about products by the
customers is made and that will help in making changes in goods.
Before introducing product Tesco has made all the research about product so that customers
wants is satisfied. Qualitative methods is more suitable for this type of organisation. It is helps
the enterprise to know the opinions of the clients and work accordingly.
TASK 3
Managing the online image of the Tesco
Company goodwill is important for any organisation as it directly impacts sales and
profitability of company, It could be improved by company through providing better quality,
timely delivery of products with low prices as compare to other competitors. In online business
people are doing the businesses of selling the product or services like stationary item, clothing,
groceries and many more. In this first step is to monitor the services which are providing by the
company. It is help more in making the image of the company. Giving regular feedback by
online means. It is the duty of the Tesco to provide post sale services. By giving this customer
are more satisfied. This will increase the popularity of business. Easy return facility will
maximise retention of the customers.
Methods used in E market for the products and services
E marketing is one of the type of marketing which is done through advance technology. It
is used mainly for the people who likes to buy product online through internet. There are more
methods which are used in E marketing
1. Search engine optimisation- It makes the firm's website to people at the first search and
main focus is given to the key words search by the potential clients. it is done by
targeting the words of the customers and which help in making the website at the top of
results. Its advantages are low cost as comparison of the paid ads.
2. E mail marketing - this is one of the method to e marketing. It targets only those people
who are interested in the purchasing of the product (Howie and et.al.,2018). It is of low
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cost which is charged cto people. It is simple to use and target appropriately to customers.
This approach is an essential part of marketing activities as it will help company to
disseminate their products information to the potential clients so that leads would be
generated through them. Besides the funds incur in this approach is low as compare to
other methods.
3. Social networks - the new trend in the market is to sell the products through social
media. It includes Facebook, Snap chat, Instagram, P interest, You tube and many more
which is contributes in selling the products through online methods.
Tesco is selling its products through online a well as offline methods. Both facility is provided
by to customers. It helps in increase in sales of the product.
TASK 4
Use of market analysis techniques which helps in research of the target market of the products
There are different types of market analysis which are done to know about the products
are Environmental analysis, competitive analysis, target audience analysis, SWOT analysis and
many more. Environmental analysis includes the internal and external factors which is affecting
the business. external factors are political, legal, social, technological etc. in internal analysis
includes factors which are affecting the company internally. the situation of the market is
analysed and it will help in introducing the product in suitable situation. in target audience
analysis is done to target only those products which are interested in purchasing the product . it
helps in specifying the persons (Hackley and et.al., 2018.). Tesco is using the target audience
analysis so that product are easily categorised and people are more specified.
Results of market research and market analysis.
Market research and market analysis is most important for the Tesco. It is helpful in
making the product popular. It is very important to do market research. Through these needs and
wants of the customer are known to firm. It contributes in selling the product by fulfilling the
demands of the product. Like in market research product like cornflakes taken but the taste and
preference of that region is known by research only. It helps in understanding the demands and
timely fulfilment.
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CONCLUSION
From this report it is concluded that people are use of the market analysis techniques
which are helps in the research of the target market. Competitive market is uncertain as it
changes very often and to cope up with that, company should conduct market research on daily
basis. Different types of methods could be use by company to conduct their research i.e., primary
and secondary research. It has also discussed the managing the online image of the Tesco. This
also discussed about the E marketing techniques of the company. . Market researches of Tesco
and aims of the marketing and research. This report has also discussed the market segmentation
which is helping to identify the customers.
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REFERENCES
Books and Journals
Hackley and et.al. 2018. Implications of the selfie for marketing management practice in the era
of celebrity. Marketing Intelligence & Planning.36(1) .pp.49-62.
Howie and et.al.2018. Consumer Participation in Cause-Related Marketing: An Examination of
Effort Demands and Defensive Denial.Journal of Business Ethics. 147(3). pp.679-692.
Patsiaouras and et.al.2018. Marketing, art and voices of dissent: Promotional methods of protest
art by the 2014 Hong Kong’s Umbrella Movement. Marketing Theory.18(1). pp.75-100.
Petrosyan, A. and Dimitriadis, N., 2018. Applying persuasion science in marketing
communications: a comparison of marketing communications professionals in Armenia and
Greece. In Business Models for Strategic Innovation (pp. 111-131). Routledge.
Pulker, C.E., Scott, J.A. and Pollard, C.M., 2018. Ultra-processed family foods in Australia:
nutrition claims, health claims and marketing techniques. Public health nutrition,21(1),
pp.38-48.
Ratcliffe, J., 2018. Learning from screenwriting techniques: how to tell your patient's story, not
yours. Journal of Aesthetic Nursing. 7(4). pp.226-227.
Siano, A., and et.al. 2018. The role of physical metaphors for decision-making in integrated
corporate communication. The Bottom Line.. 31(1). pp.42-55.
Woermann, N., 2018. Focusing ethnography: theory and recommendations for effectively
combining video and ethnographic research. Journal of Marketing Management. pp.1-25.
online
Marketing techniques and principles. 2018. [online] Available through
<http://work.chron.com/principles-strategic-marketing-4056.html>
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