Introduction to Marketing: Tesco and Cadbury Analysis

This report provides a comprehensive analysis of marketing techniques employed by Tesco and Cadbury. It begins by describing how growth strategies, such as Ansoff's Matrix, survival strategies, branding, and relationship marketing, are utilized to market products within the two selected organizations. The report then delves into the limitations and constraints of marketing, with specific reference to legal requirements like the Consumer Protection Regulation and Data Protection Act. Furthermore, it explores how marketing research, including qualitative and quantitative methods, contributes to the development of marketing plans and the utilization of collected data. The report also examines customer targeting strategies, segmentation, and the development of a coherent marketing mix for a new product, a chocolate milkshake, encompassing product, price, promotion, and place strategies. Overall, the report provides a detailed overview of marketing practices and their application in the real world, offering valuable insights into the strategies of two prominent companies.

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INTRODUCTION TO MK
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Table of Contents
Task 1..........................................................................................................................................................3
Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival strategies;
branding and relationship marketing are used to market products in the two selected organisations...........3
Describe with suitable examples the limitations and constraints of marketing with reference to legal
requirements................................................................................................................................................3
Task 2..........................................................................................................................................................4
Describe how one of the selected organisations uses marketing research such as qualitative; quantitative;
primary internal/external research; and secondary internal/ external research to contribute to the
development of its marketing plans.............................................................................................................4
Describe how the same organisation mentioned above, utilises data and information collected through
marketing research for marketing planning.................................................................................................5
Limitations of marketing research methods............................................................................................6
Recommendations for improving the validity of the marketing research used to contribute to the
development of a selected organisation’s marketing plans....................................................................6
Task 3..........................................................................................................................................................6
Explain how and why groups of customers are targeted for selected products............................................6
Task 4..........................................................................................................................................................8
Develop a coherent marketing mix for a new product or service.................................................................8
References.................................................................................................................................................10
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Task 1
Describe how marketing techniques such as growth strategies (Ansoff’s Matrix); survival
strategies; branding and relationship marketing are used to market products in the two selected
organisations
Tesco plc is a public limited sector which is ruling retailer industry of the UK. With the help of
Ansoff’s Matrix, Tesco can implement survival strategies such as low price strategy and discount
strategy. Besides that, Cadbury is a private limited company which has a great brand value and
good relationship with the customers. In addition, Cadbury can increase their productivity by the
help of Ansoff’s Matrix analysis. In addition, Ansoff’s
Matrix includes four parts such as follows:
Market development: this factor related with new product
dimension.
Market penetration: this factor secures dominance of
growth market.
Diversification: Diversification is marketing strategy which makes a right balance between risk
and reward.
Product development: this factor includes insights of the customers, research and innovation.
With the help of this business model, both Cadbury and Tesco can implement effective
sustainability strategy for long term growth and success (Westwood, 2010).
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Describe with suitable examples the limitations and constraints of marketing with reference to
legal requirements
Product marketing includes some legal requirements which are must follow by both Tesco and
Cadbury such as Consumer Protection Regulation, Data Protection Act 1998 and Code of
Advertising Practice. According to Consumer Protection regulation, Both Tesco and Cadbury
should not cheat their customers by selling false products. In addition, Both Tesco and Cadbury
should not disclose personal information of the customer as per indicated by Data Protection Act
1998. Moreover, the customers of both Tesco and Cadbury should be misguided by the wrong
advertisement as followed by Code of Advertising Practice.
Task 2
Describe how one of the selected organisations uses marketing research such as qualitative;
quantitative; primary internal/external research; and secondary internal/ external research to
contribute to the development of its marketing plans
The marketing plan is influenced by primary and secondary research which are interrelated with
quantitative and qualitative research techniques. In other words, quantitative research method
includes primary data which comes from interview with respondents. Besides that, qualitative
research method is based on secondary data which comes from books, journals, articles,
documents and the internet. By analyzing these collected primary and secondary data, both
Tesco and Cadbury can develop a successful marketing plan (Westwood, 2010). There are two
modules of data collection method watched and associated, for instance, Qualitative data
collection and Quantitative data collection. Along with that, data collection is an effective and all
around measuring technique to aggregate the most necessary data from an extent of outside
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sources to get the suitable information from the customers of both Tesco and Cadbury to conduct
successful marketing plans (Olsen, 2012).
Quantitative data collection: This kind of data collection is known as primary data collection
method, and also this data collection method is organised around the meeting, gatherings, media
transmission, and email exchange to gather the strong data to pass on a complete of given
research questions. Quantitative data collection method consolidates the utilization of a
numerical and sensible number to analyse the contracted data which was collected from the
customers of both Tesco and Cadbury to conduct a successful marketing plan. Besides, this
primary data collection method is an adaptable segment or supposition of an inductive approach.
Qualitative data collection: On the other hand, this kind of method focusses on assemblages,
diagram, discernment, perception and concentrate assembling on social affair data or data to pass
on the estimation to the acknowledged research subject. Other than that, this kind of data
collection method is seen as secondary data collection handle. Likewise, individual data
collection method is a key part to enhance the method of quantitative data.
Describe how the same organisation mentioned above, utilises data and information collected
through marketing research for marketing planning.
The marketing research helps an association to meet its coveted points and goals by
implementing effective marketing planning (Burns, Veeck and Bush, 2008). On the other hand,
the marketing research incorporates two components, for example, primary research and
secondary research. Every single component of the marketing research helps both Tesco and
Cadbury to make more extensive marketing plan in the competitive market. Other than that, new
collaborator marketing supervisor of Cadbury and Tesco needs to analyse these data and
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information which are collected from primary and secondary research for the development of the
marketing plan. Aside from that, Cadbury is one of the main chocolate industry, and Tesco is a
famous retailer who has solid client bases. Additionally, the marketing manager of Cadbury and
Tesco needs to keep up the brand esteem and notoriety of the association in light of the fact that
the picture of the company is completely clear (Burns, Veeck and Bush, 2008).
Limitations of marketing research methods
Accurate data cannot collect because the customers hide actual response in some times. Besides
that, time is a limited issue for marketing research methods. Moreover, money is the biggest
limitation which creates maximum barrier in both marketing research methods as primary and
secondary research.
Recommendations for improving the validity of the marketing research used to contribute
to the development of a selected organisation’s marketing plans
The outcomes of marketing research includes current market opportunities which help both
Tesco and Cadbury to conduct an effective marketing plan. In other words, the management of
both companies should make their marketing plan on the basis of the responses of the customers
because the mind of the customers can be changed at any time (Torre, Gozzi and Schmukler,
2007).
Task 3
Explain how and why groups of customers are targeted for selected products
Tesco is one of the famous retailers in the UK. In addition, UK’s chocolate industry is currently
ruled by Cadbury. Tesco includes various types of products like grocery items, household items,
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food and beverages. In addition, Cadbury has various products like Dairy Milk, Dark Forest and
Gems. Moreover, both Tesco and Cadbury can implement improved marketing techniques with
the help of Segmentation, Target and Position (Chisnall, 2005).
Segmentation: The segmentation is one of the real components of marketing technique, and it
finishes up geographic, demographic, psychographic, lifestyle, size, region and value. In
addition, segmentation demonstrates the exact market open doors for both companies like Tesco
and Cadbury. The management of Tesco and Cadbury ought to examine the marketing condition
keeping in mind the end goal to deliver any new product in the market in light of the fact that the
geographic area is a fundamental component. On the other hand, Tesco includes a few zones
where vast thickness clients are accessible (Scarborough, 2012). Along with that, the statistic
segmentation is another huge part on the grounds that in a few regions the product subtle
elements are effortlessly accessible and the client designs have an effect on it. In other words,
Cadbury can expand their business through various products like Dairy Milk, Dark Forest and
Gems in festivals. The statistic segmentation incorporates a few elements of clients, for example,
age, salary, ethnic foundation and family cycle. In spite of the fact that, the psychographic
section a market on the premise of inspires, identity and way of life of clients. In this way, the
psychographic variables impact a buyer in an influential temperament. In addition, Tesco and
Cadbury ought to give careful consideration to mental calculates request to draw in clients.
Discussing the behavioural segmentation, it is the most critical segmentation among all on the
grounds that the manageability of a product relies on upon the client conduct. In this way, both
companies ought to analyse the client conduct before presenting another product in the market
(Scarborough, Wilson and Zimmerer, 2009).
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Target: The focusing on clients are one of the unique marketing techniques (Longenecker et al.,
2010). Tesco and Cadbury by and by utilizing the mass marketing focusing on procedure
keeping in mind the end goal to get more clients. In this focusing on methodology, Tesco and
Cadbury draw the consideration of clients with a solitary offer, and they overlook the market
fragment distinction. Additionally, the comparative prerequisites of clients get the consideration
of the management of Tesco and Cadbury instead of what are the diverse needs of the client. At
the end of the day, Tesco and Cadbury are concentrating on the necessities of gatherings of
individuals as opposed to an individual client. However, with the assistance of target
segmentation, Tesco and Cadbury can settle on a choice about what number of gatherings of
clients ought to be focused on (Wild and Dunbar, 2013). With a specific end goal to assess each
market section, the objective marketing process assumes a fundamental part and target marketing
process additionally conceals the estimations of market portions. However, the idea of target
marketing is affected by the intelligent ramifications of market theory. In this way, Tesco &
Cadbury ought to focus on a particular portion which can create most extreme benefit alongside
awesome client esteem. With the assistance of a solitary portion, a large portion of the
organizations includes more sections in their objective marketing process. Tesco & Cadbury
ought to target clients as indicated by the conduct figure which was examined the first segment
(Wild and Dunbar, 2013).
Positioning: On account of Tesco and Cadbury, they have effectively actualized legitimate
marketing technique and made a decent showing with regards. Utilizing the financial Tesco
position itself as a low price retailer for the chose products in the stores of Tesco. They perceive
that this methodology is exceptionally valuable in the retailer business and countless are pulled
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in by these low priced products. Thus, Cadbury should position their business towards festival
based countries for large opportunities.
Task 4
Develop a coherent marketing mix for a new product or service
The chocolate milk shake is a new product which includes a coherent marketing mix. In other
words, the coherent marketing mix of new chocolate milkshake includes four critical parts such
as product, price, promotion and place (Comin, 2011). Along with that, a product is a milkshake
filled with coco chips and coco powder which is pure vegetarian. People can increase their health
status by drinking the product. On the other hand, the estimated price of this new health drink is
only $10 for 500ml and $15 for a 1litter bottle. In order to attract most of the customers, this
start-up implements low price strategy. Thus, the promotion can help to expand the popularity of
the product. In addition, the sales can be improved by advertising in different Medias like
television, newspaper and the internet. Moreover, with the help of online marketing like social
media promotion, this new product can satisfy the needs of the customers. Along with that, tasty
chocolate milkshake always has high demand because most of the parents unable to convince
their children to drink normal milk. Moreover, this new milkshake would be available in grocery
stores, departmental stores and small stores. In addition, the distribution process will be boosted
if this new product has lots of demand. In order to increase the product demand and sales
revenue, the management should focus on those parents as target customer who has naughty
children(Lawley, 2007).
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References
Burns, A., Veeck, A. and Bush, R. (2008). Marketing research. 1st ed.
Chisnall, P. (2005). Marketing research. 1st ed. London: McGraw-Hill.
Comin, D. (2011). Medium term business cycles in developing countries. 1st ed. London: Centre
for Economic Policy Research.
Lawley, B. (2007). Expert product management. 1st ed. Cupertino, CA: HappyAbout.info.
Longenecker, J., Petty, J., Palich, L. and Hoy, F. (2010). Small business management. 1st ed.
Olsen, W. (2012). Data collection. 1st ed. London: SAGE.
Scarborough, N. (2012). Effective small business management. 1st ed. Upper Saddle River, N.J.:
Pearson.
Scarborough, N., Wilson, D. and Zimmerer, T. (2009). Effective small business management. 1st
ed. Upper Saddle River, N.J.: Pearson Prentice Hall.
Torre, A., Gozzi, J. and Schmukler, S. (2007). Capital market development. 1st ed. Washington,
DC: World Bank, Development Research Group, Growth and Macroeconomics Team.
Westwood, J. (2010). How to write a marketing plan. 1st ed.
Wild, M. and Dunbar, I. (2013). Market segmentation. 1st ed. Chichester: John Wiley & Sons.
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