Analysis of Marketing Communication in Retail Businesses: Tesco & Asda

This report provides a comprehensive analysis of marketing communication strategies employed by two major retail businesses, Tesco and Asda. The report begins with an introduction to retail marketing and its significance in enhancing brand awareness and sales. It then delves into Task 1, examining the various marketing communication techniques and methods utilized by both companies, including advertising, personal selling, sales promotion, direct marketing, and sponsorship. The report highlights the distinct approaches taken by Tesco and Asda, providing examples of how they implement these techniques. Furthermore, the report evaluates the effectiveness of different marketing communication activities, emphasizing the importance of understanding the target audience and tailoring strategies accordingly. The analysis covers how advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship contribute to consistent brand experiences and increased revenue. The report concludes by summarizing the key findings, underscoring the vital role of marketing communication in the retail sector. The report references various books, journals, and online sources to support its analysis, and includes an illustration of marketing communication tools.

Marketing Communications
in Retail Businesses

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
Marketing communication techniques and methods...................................................................1
Effectiveness of different marketing communication activities..................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

Illustration Index
Illustration 1: Tools of marketing communication..........................................................................3

INTRODUCTION
In order to develop effective results and marketing is very important concept for retail
enterprise. Retail marketing is the process in which retailers promote their products and services
to increase their brand awareness and generate more sales (McIntyre, Melewar and Dennis,
2016). In this context, present report based on two contrasting businesses such as Tesco and
Asda. They both are dealing in supermarket to produce systematic work performances. For
gaining insight information of the present report, it covers illustration of marketing
communication tools that assists to include different techniques and method of each business.
Furthermore, it involves effectiveness of different marketing activities that are interrelated and
influence overall effectiveness.
TASK 1
Marketing communication techniques and methods
Different businesses consider marketing communication activities that assists to meet
with desired results. On the basis of these tools, Tesco and Asda able to attain their aims and
objectives. However, both using different element to promote their products and services in
international areas. They are as follows: Advertising: It is one of the common form of marketing communication of advertising
that used by Tesco to promote effective results. In include paid message to create and
place specific media. In this regard, different aspects consider such as TV, radio station,
magazines, newspapers, etc. When selected enterprise consider these tools, they need to
focus on pay per click displays on websites (Pousttchi and Hufenbach, 2014). Company
launch product to create more awareness so that retail ads to generate more sales with
advertising. It helps to reinforce brand image of the company. Personal selling: In contrasting, Asda consider face to face personal selling which can be
done on phone calls, sales visits and stores sales staff. They can also hire independent
sales reps or telemarketing form. Personal calls also preceded through sales letters,
emails, collateral material, etc. On the basis of brochure and media kits, the organisation
able attract maximum number of people (Schramm-Klein, Morschett and Swoboda,
2015).
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 Sales promotion: Promotional is temporary activity that boost sales and revenue.
Therefore, Tesco using it with include discount, sales, rebate, etc. All these elements of
promotional activities assists to gather creative work performance. New products and
services in the business assists to get new people with products and services. As results,
promoting one of the core product assists to get message of discount regarding products
and service quality (Charter, 2017). Customers of the Tesco have successful program to
use products and services so that sales promotion is one of the important tool to the
company. Direct marketing: In contrasting, Asda use direct marketing occurs when customer get
opportunities to respond towards information which included in advertising. For instance,
TV might be tells about discount pricing on products and services. Many catalogues and
websites encourage direct sales with implement toll free numbers. Each page assists to
encourage direct sales which placed order form with self addressed. Direct mail also
consider in selling so that chosen business will ascertain successful program to focus on
effective work performances (McIntyre, Melewar and Dennis, 2016).
 Sponsorship: In other consideration, Tesco develop their functions and operations with
pay more attention towards organisation activities. When they create sponsorship,
company develop 5K race which support sponsor through concert and become successful
partner. Tesco develop charity which develop through sponsorship to get right message to
attract audience. Maximum number of people will be targeted to bear right expenses in
the business. On the basis of systematic work performance, it can be stated that this
activity help to having better work in the business.
In respect to look towards different ways of advertising, it can be stated that Tesco and
Asda need to maintain their creativeness with using these tools (Goworek, McGoldrick
and McGoldrick, 2015). On the basis of different aspects, they are able to communicate
successful program in enterprises.
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Effectiveness of different marketing communication activities
Effective marketing communication plans better results to attain systematic results. It
assists to create more consistent brand experience with more sales and revenue in Tesco and
Asda. There are different successful marketing efforts begin with understanding of audience. In
this regard, both businesses need to analysis clients and their demand with products and services.
Different elements of marketing communication, both business able to implement their proper
communication. They are as follows: Advertising: It is one of the common form of marketing communication that help to
involve and create specific media. Furthermore, advertising offers in Tesco and Asda
consider extended reach in large part of audience. Marketing communication activity is
very expensive so that both enterprises have duty to focus on different approaches of
media. With the help of adequate budget, companies able to increase effectiveness (Liu,
Perry and Warnaby, 2016). Personal selling: In order to consider face to face meeting, personal selling develop in
the business environment. In this regard, different kinds of tools and techniques could be
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Illustration 1: Tools of marketing communication
Source: (Marketing Communication, 2018)

implemented for consider more selling. Hence, phone calls, sales visits and store sales
staff exist (Lund and Marinova, 2014). Telemarketing firms determines personal sales
calls which preceded sales letters, emails, collateral material such as brochures and media
kits. In the chosen business environment, it could be used to develop successful
operations and functions. Sales promotion: Sales promotion consider different activities to attract maximum
number of people. There are different types of customers those consider spontaneous
buying decisions at time of sale. As results, it is important to make proper use of this
situation in the businesses. Many marketers decide to put their devices of marketing
communication at UK places with discount program. It increases possibility of consumer
increment with their message (Sarker and Ashrafi, 2018). For instance, using strategy tat
included shelf talkers, overhead signs, windows signs, etc. Direct marketing: Direct marketing also known as online media that assists to consider
marketing communication device to increase sales and profit as well. It could be done
through purchasing advertising and place with promising location such as newspapers
and magazines. In order to attract more audience, advertising by Tesco and Asda take
place with impressive message on social media such as Facebook and some personal
blogs. Advertising also work tremendously which bring direct message about their
products to customers (Kasemsap, 2018). In order to depend type of media, advertising
could be easily reach towards a thousand of buyers in all over the world. In case of too
expensive, other types of marketing communication will be used by both enterprises. Public relations: In this type of marketing communication, brand awareness among
customers is suitable aspect (Rogers and Davidson, 2015). It is something different from
advertising. It assists to communicate products in softer way and more objectives way. In
addition to this, PR also mention in different types of marketing communication that
assists to make free of charge.
 Sponsorship: What chosen businesses support to other organisation activities it creates
sponsorship. Effectiveness of this aspect is that chosen businesses are able to connect
their functions and operations with different consideration that helps to focus on perform
several operations. Main goal of this tool is that message will be get to the businesses
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activities to target audience to perform all works. They are also bears all expenses
themselves (Liu, Perry and Warnaby, 2016).
CONCLUSION
From the above report, it can be concluded that marketing communication is very
important perspective for retain sector businesses. There are two businesses selected such as
Tesco and Asda. They both consider different operations and functions to attract maximum
people. Tesco is mainly using different types of marketing communication tools that help to
promote their activities in different areas of the world. On the basis of these tools, they need to
communicate their aims and objectives in whole market.
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REFERENCES
Books and Journals
Charter, M. ed., 2017. Greener marketing: A responsible approach to business. Routledge.
Goworek, H., McGoldrick, P.J. and McGoldrick, P.J., 2015. Retail marketing management:
Principles and practice. Pearson Education Limited.
Kasemsap, K., 2018. Retail management and electronic retailing. In Supply chain management
strategies and risk assessment in retail environments (pp. 139-158). IGI Global.
Liu, S., Perry, P. and Warnaby, G., 2016. The standardization-localization dilemma of brand
communications for luxury fashion retailers' internationalization into China. Journal of
Business Research. 69(1). pp.357-364.
Lund, D.J. and Marinova, D., 2014. Managing revenue across retail channels: The interplay of
service performance and direct marketing. Journal of Marketing. 78(5). pp.99-118.
McIntyre, C., Melewar, T.C. and Dennis, C. eds., 2016. Multi-channel Marketing, Branding and
Retail Design: New Challenges and Opportunities. Emerald Group Publishing Limited.
Pousttchi, K. and Hufenbach, Y., 2014. Engineering the value network of the customer interface
and marketing in the data-rich retail environment. International Journal of Electronic
Commerce. 18(4). pp.17-42.
Rogers, T. and Davidson, R., 2015. Marketing destinations and venues for conferences,
conventions and business events (Vol. 14). Routledge.
Sarker, M.A.R. and Ashrafi, D.M., 2018. The relationship between internal marketing and
employee job satisfaction: A study from retail shops in Bangladesh. Journal of Business
and Retail Management Research. 12(3).
Schramm-Klein, H., Morschett, D. and Swoboda, B., 2015. Retailer corporate social
responsibility: Shedding light on CSR’s impact on profit of intermediaries in marketing
channels. International Journal of Retail & Distribution Management. 43(4/5). pp.403-
431.
Online
Marketing Communication, 2018. [Online] Available through:
<https://businessjargons.com/marketing-communication.html>.

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