Marketing Portfolio: Analyzing Marketing Strategies of Various Brands

This marketing portfolio presents an in-depth analysis of the marketing strategies employed by three prominent brands: Tesco, Netflix, and Starbucks. The first section focuses on Tesco, examining its approach to understanding client preferences within the global marketplace, its marketing mix (product, price, place, and promotion), and its customer retention strategies, particularly the club card loyalty program. The second section delves into Netflix's use of behavioral segmentation to deliver customized content, detailing its research methods for understanding customer segments, evaluating subscriber satisfaction, and utilizing various marketing communication tools such as advertising, email campaigns, and social media. The final section compares Starbucks and Nescafe through the Servuction Model, evaluating their service environments (servicescape), customer interactions, front-stage staff, and online presence, including their websites and the intangibility, inseparability, perishability, variability, and lack of ownership aspects of their service offerings. The portfolio utilizes various sources including books, journals, and online resources to support its analysis.

Portfolio

Table of Contents
Unit1...........................................................................................................................................3
Unit 2..........................................................................................................................................4
Unit 3..........................................................................................................................................6
REFERENCES...........................................................................................................................9
Books and journals.................................................................................................................9

Unit1
Analysing client preferences
Analysing client preferences within the industry is a crucial notion for any company
operating in the global marketplace. In this regard, Tesco PLC is a significant company in the
UK market that focuses on client preferences and considers the customer to be the most
important factor in the market (Tesco, 2021). Tesco is a multinational corporation that
operates in the retail market in the United Kingdom as well as the rest of the world, offering a
wide range of products and services (Tesco, 2021). The company utilised to differentiate and
segment its customers based on age, gender, activities, interests, and opinions, among other
factors.
Customers were divided into regions and densities based on geography, with the UK and 13
other countries encompassing rural and metropolitan areas receiving the most attention. The
company used to target all age groups, including both men and women, with low and medium
income levels and occupations ranging from student to employee to professional (Dudovskiy,
2021). Along with this, the corporation used to segment clients based on their lifestyle and
personality, with the lifestyle segment, targeting conventional and constrained customers and
the personality segment targeting easy-going and determined individuals (Dudovskiy, 2021).
Marketing mix of Tesco
Tesco's marketing mix is likewise geared toward improving organisational division and
functioning in accordance with criteria. The following is a breakdown of the entire marketing
mix:
Product: In terms of products, the company offers a diverse product line that caters to a wide
range of ages and customer segments. Include pet care products, frozen fruit bakery products,
technology and gaming products, home and electronic products, and a variety of other items
that are appropriate for each customer category (Rahman, 2021).
Price: The Corporation employs a cost-effective pricing strategy geared at the middle and
lower income groups, in which it offers the lowest possible prices for products and services
so that everyone in the middle and lower income groups may purchase Tesco's products
(Rahman, 2021).

Place: Tesco metro, Tesco express, Tesco extra, and Tesco super stores are available in more
than 6000 outlets across 11 countries, allowing the corporation to cover its segmented market
(Rahman, 2021).
Promotion: A strong brand image based on the product's low price It results in a rise in
promotional activities centred on the theme of low pricing tactics. To promote its products
and services within the market and expand facilities, the corporation uses holdings,
advertisements, charitable activities, and promotional channels. Customers can also get a club
card and participate in a loyalty programme to help the company promote itself (Rahman,
2021).
Customer retention strategies in Tesco
Tesco has a high level of customer loyalty in contrast to other supermarkets in the UK. This
is due to the company's usage of numerous types of loyalty programmes, such as the club
card loyalty plan (Fader, 2020). This aids the organisation in bolstering its position in the
grocery market while also allowing it to expand its product portfolio. These quality
programmes assist organisations in meeting criteria and sustaining higher levels of client
loyalty (Baker, 2021)
Unit 2
Netflix
Netflix uses behavioural segmentation to deliver customised content. Company is operating
with approximately 158 million subscribers for which it transfer customises content every
day (Netflix, 2021).
Information required Research method to use Reference
Consumers segments and
relevant characteristics
In order to evaluate the
customer segments and relevant
characteristics Netflix use its
own application to research
about preferences. Here
company use cookies policy
that help in evaluating the
Patel, 2021

customer preferences and their
regular uses.
levels of actual subscribers’
satisfaction
In order to evaluate the actual
customer satisfaction Netflix
uses customer rating for it
shoes. This shows the actual
satisfaction level of customer by
the services of Netflix and its
programs.
Patel, 2021
There are different marketing communication tools that are utilised by Netflix in order to
market its products and services. Netflix is a leading OTT platform that offers different
services to its uses. Within this some of the common marketing communication method that
can be used by Netflix or discuss below:
Advertising: This is the primary and biggest communication tool that can be used by any
organisation. Here Netflix also use advertising about the new shoes and services offered by
firm to its customer (White, 2020). This also help in increasing new customers by regular
advertisement on television and its own applications for stock company also use social media
advertising that helps in attracting new customer through social media platforms. This acts as
an important part of marketing communication cycle where Netflix can increase the sale of its
product by attracting new customers.
Email campaigns: Email marketing is also good tactic of marketing communication that
enables the brand to generate more leads and prospectus while driving traffic to their official
website for application (White, 2020). This helps Netflix in increasing awareness about the
products by using appropriate marketing campaigns.
Social media: in recent time social media is being the most important communication tool
that is used by organisation to market their products and services (White, 2020). Netflix is
also using social media to promote itself where it provides clips of different web series and
movies that company offers to customer. Company used to target customer on the basis of
their social media history.
It is clear from the above that there are different marketing communication tools that can be
used by Netflix and order to achieve appropriate criteria of working. This will help in

strengthening the performance of organisation and communicating its own strengths to the
customer and attracting new customers toward it. This will also help in creating a new
channel of customer that facilitates continuous development and growth.
Unit 3
Starbucks and Nescafe
This method involves a system that helps in describing the part of services within
organisation physical environment that are visible to be experience by customer (Servuction
Model, 2021). It consists important information that can be used to illustrate the influence of
service experience including visible and invisible services to the customer. The chosen
organisation or the two great coffee houses with the UK. The first one is Starbucks; get a
survey of Starbucks UK that offer a variety of coffees to its customer at global level. The
second one is Nescafe, companies also famous for providing coffee services within UK.
Servucation model of both the organisation is discussed below:
Services cape: It refers to use of physical evidence to design the service environment
within an organisation. In context to Starbucks company offer, company use a well-designed
and structured cafe that offers the unique taste and combination of coffees (Starbucks-style,
2021). On the other side, Nescafe is also using appropriate outlet that offers a good sitting
space and casual system of providing coffee services.
Other customer: the total customer experience within star but is great where
company used to provide a good value and follow customer requirements. In context of
Nescafe, there is appropriate feedback of customers regarding the services offered. This helps
in increasing awareness about organisation by mouth publicity from its customers.
Front stage staff: frontline staff within Starbuck is well trained and they offer good
services in comparison to Nescafe. On the other, side Nescafe employees untrained staff that
impact upon their frontline services and also the behaviour of frontline service providers.
The online websites
Starbucks

Figure 1: Starbucks
(Source: Starbucks, 2021)
It can be analysed from the website of Starbucks that company used to promote its brand
value by using its logon. Company offer a simple procedure for buying products and services
that helps the customer and fulfilling their demands through it (Starbucks, 2021).
Nescafe

Figure 2: Nescafe
(Source: Nescafe, 2021)
It can be seen from the figure that Nescafe also offer a customised website that attracts the
customer. Nescafe follow a simple procedure that helps in ordering in a simple way. Along
with this it also used number of offers that attract customer directly (Nescafe, 2021).
Intangibility: It is an important consideration that complicates the function is this possibility
of marketing manager within an organisation (Nandini, 2021). Both the company use
appropriate strategy where they display all their products and services by providing an
appropriate representation and option to the customer on their website.
Inseparability: It is also a factor that considered in an appropriate manner we are both the
company used to separate the production appropriate way by using effective techniques
(Nandini, 2021). Rama gives differentiate its coffees with unique numbering system on the
other side Nescafe also use the same thing to differentiate its product.
Perishability: Within this organisation use appropriate refrigerator and storage system so that
they can store the goods in appropriate places to achieve minimum wastage.
Variability: the problem of variability is resolved by using appropriate number of variables
and using appropriate contingency plans.
Lack of ownership: Bodh companies are dealing in goods and services where ownership can
easily transferred within goods but and services there is no such formula (Nandini, 2021).
Within this organisation news to provide services and include the cost of services within its
products.

REFERENCES
Books and journals
Baker, 2021. Customer loyalty boosts Tesco results. [Online]. Available through <
https://www.marketingweek.com/customer-loyalty-boosts-tesco-results/>
Dudovskiy, 2021. Tesco Segmentation, Targeting and Positioning. [Online]. Available
through < https://research-methodology.net/tesco-segmentation-targeting-and-
positioning-2/>
Fader, P., 2020. Customer centricity: Focus on the right customers for strategic advantage.
Wharton digital press.
Nandini, 2021. Features of Services: 8 Major Features of Service Marketing. [Online].
Available through < https://www.economicsdiscussion.net/marketing-2/features-of-
services-8-major-features-of-service-marketing/31597>
Nescafe, 2021. Enjoy your evening with a NESCAFÉ. [Online]. Available through <
https://www.nescafe.com/gb/>
Netflix, 2021. Unlimited movies, TV shows and more. [Online]. Available through
<https://www.netflix.com/in/>
Patel, 2021. How Netflix Uses Analytics To Select Movies, Create Content, and Make
Multimillion Dollar Decisions. [Online]. Available through <
https://neilpatel.com/blog/how-netflix-uses-analytics/>
Rahman, 2021. Marketing mix of Tesco (7Ps of Tesco). [Online]. Available through <
https://howandwhat.net/marketing-mix-tesco-tesco-marketing-mix/>
Servuction Model, 2021 THE SERVUCTION MODEL. [Online]. Available through <
https://lo.unisa.edu.au/pluginfile.php/1896166/mod_resource/content/3/The
%20Servuction%20Model%20%28E%29.pdf/>
Starbucks, 2021. Starbucks. [Online]. Available through < https://www.starbucks.in/>
Starbucks-style, 2021. Providing Customer Service through the Servicescape. [Online].
Available through < https://www.goodfellowpublishers.com/free_files/Chapter
%208-b70f7bda0bb244d50b791fb59fe27c8f.pdf>
Tesco, 2021. About Us. [Online]. Available through < https://www.tescoplc.com/about/>
White, 2020. Best Marketing Communication Tools to Boost Your Business. [Online].
Available through < https://www.techfunnel.com/martech/essential-marketing-
communication-tools-good-marketing-campaign/>