Strategic Marketing Report: Tesco's Marketing Strategies Examined

This report provides an analysis of Tesco's strategic marketing approaches. It begins by outlining the importance of strategic marketing and its role in achieving competitive advantage. The report then delves into the application of the marketing mix, examining Tesco's product offerings, promotional strategies, and customer service processes. It also explores the CBBE (Customer-Based Brand Equity) model, focusing on brand identity, brand meaning, and brand response. Furthermore, the report discusses the integrated communication mix used by Tesco, including advertising, personal selling, and sales promotion. Finally, it details methods for measuring the success of Tesco's marketing efforts, such as sales targets and market share analysis, concluding with the significance of strategic marketing for business growth. The report is a valuable resource for understanding the practical application of marketing strategies within a real-world business context.

STRATEGIC MARKETING

TABLE OF CONTENT
 Introduction
 Adaption and standardization of marketing mix
 CBBE MODEL
 Integrated communication mix
 Measurement of success
 Conclusion
 References

Introduction
 Strategic marketing is basically a process that is used to plan,
design, develop, implement and direct various strategies by
which higher competitive advantage is attained over a
continuous period of time. It is used to direct an adequate
mapping by which ability of business to attain its objectives
and target is achieved with perfection and in timely frame as
well.

Adaption and standardization of marketing mix
The marketing mix is a set of actions and activities that is
induced within the business as in order to promote brand
awareness and its productivity.
 Product- It is a marketing in mix in which Tesco has
introduce a new change within in diverse range of portfolio
by which its business expending and customer needs get
satisfied simultaneously.

CONTINUE…
 Promotion- It is a factor that is always
be essential for the success and growth
of business as in this business advantage
is increases as by developing brand
image and value.
 Process- It is a process of marketing mix
in which Tesco always make sure that
customers always get happy and flexible
as by enjoying business products and
services over regular period of instance.

CONTINUE…
 People- It is dependent
over the employees and
staff that is required for
the business as with this
lot of responsibilities is
addressed with perfection.

CBBE MODEL
 CBBE model is also known as Keller’s brand equity model
that is related to customer based brand equity. The main
focus of this model is to satisfying the customers by
providing the satisfying goods and services

CONTINUE…
 Brand identity - It represents as a vital position of a
business organisation that reflect the customer viewpoint
regarding company in comparison of other business
enterprises. This term helps in showing the picture or words
of the buyers that will connect with some specific brand
name of the company. This term is very essential for
developing the strong support related to examine the
important features and brand name i.e. Tesco.

CONTINUE…
 Brand Meaning - After brand identity in which customers are
aware about the products and services than the firm will focus
on introducing themselves in front of the people of society.
 Brand response - It represents the feeling of customers related
to brand. The feeling of the customers is different as one
another. In this for one person the brand is more important
whereas for another person the brand is more important and
relevant.

INTEGRATED MARKETING MIX
 Integrated communication mix refers to the approach related
to plan the communication that helps in gaining the business
the better results that is based on the marketing campaigns.
 Advertising
 Personal selling
 Sales promotion

MEASUREMENT OF
SUCCESS
 There are several methods for measuring
the success of the Tesco Plc that could
also helps in improving their future so
that high profits and sustainability can be
faced by the organisation which can be
shown below:
 Sales target
 Market share

CONCLUSION
 It has been concluded from above report that strategic
marketing is always being essential for the business as under
this working abilities and its attractiveness is increases in
productive manner.