Strategic Marketing & Media Plan for Tesco's Cottage Pie Product

This report provides a comprehensive analysis of marketing processes and planning, focusing on Tesco and Marks & Spencer. It examines the key roles and responsibilities of marketing functions within a wider organizational context, comparing how both organizations apply the marketing mix to achieve their business objectives. The report includes a detailed marketing plan for Tesco's Cottage Pie, including a SWOT analysis, 5C analysis, competitor analysis, and a comprehensive media plan with strategic goals, timelines, and budget allocations. It explores various digital, offline, and social media channels for communication, providing both quantitative and qualitative justifications for the multi-media plan. The conclusion summarizes Tesco's competitive position in the market and highlights the effectiveness of the marketing and media plans in improving the sales of Cottage Pie. Desklib provides this document and many more solved assignments for students.

MARKETING
PROCESSES AND
PLANNING

TABLE OF CONTENTS
 TABLE OF CONTENTS
 INTRODUCTION
 KEY ROLES AND RESPONSIBILITY OF MARKETING FUNCTION
 EXPLAINING ROLES AND RESPONSIBILITIES OF MARKETING FOR WIDER
ORGANIZATIONAL CONTEXT
 COMPARISON OF WAYS IN WHICH ORGANIZATIONS APPLY MARKETING MIX
TO ACHIEVE BUSINESS OBJECTIVES
 MARKETING PLAN
 COMPREHENSIVE MEDIA PLAN
 CONCLUSION
 REFERENCES

INTRODUCTION
 These practices include the advertising, selling and
delivering products for the consumers or business products
for the consumers to business.
 This is considered to be the effective for the affiliating on the
behalf of the company.
 Two chosen organization in this project is Tesco and Marks
& Spencer. In this project the role of marketing is
interrelated to the other business units for an organization.
 In this project the comparison of the ways in which two
different organization utilize their marketing mix will be
done.

KEY ROLES AND RESPONSIBILITY
OF MARKETING FUNCTION
 Marketing refers to the activities of the company which is undertaken for
the promotion of the buying and selling of products and services.
Use of category sales :
 Marketing for retailers helps in the categorization of the type of product
that are offered in retail customers. These products are that are sold in the
grocery stores are defined as the categories of food, beverage, laundry,
snacks and others.
Cross-selling and Up-selling :
 Tesco uses marketing as a strategy to cross-sell and up-sell products and
merchandise to increase the overall expenditure.

CONTINUE..
 The interrelationships of marketing function with other organizational
functions can be explained as the marketing function which are part of
business.
 This is the departments functional units which are connected to each other.
 Marketing helps the business to attract the customers which is helpful for
the development of the interest in their products.
 This is considered to be essential for selling products and services which
meets the wants and needs of the customers.
 The synergy and close communication between these functions help
business like Tesco to achieve its targets and goals.

CONTINUE..
 Role of marketing with production, sales, HR, Finance and Research and
development is important to be considered for focusing on the efficiency in the
management operations.
Defining and managing your brand :
 This is also considered to be the factor which is helpful for the definition of the
stand for which helps the business in acting as it turns and defines the experience
of the want of the customers and partners.
 To have the interaction with the company acts which is helpful for defining the
experience that the customers and partners have when they are able to interact.

CONTINUE..
 The marketing of an organization has a very dynamic
role in the marketing environment.
 Marketing impacts the marketing environment as its
modification is considered to bring changes in the
marketing environment that brings threats and
opportunities for the organization.
 This is hence helpful for identification of the needs of
the customers.
 Marketing allows the business to communicate with
the business however, it can be very expensive in
nature.

COMPARISON OF WAYS IN WHICH
ORGANIZATIONS APPLY MARKETING MIX TO
ACHIEVE BUSINESS OBJECTIVES
 Marketing mix is helpful for understanding what the products and services can offer to the
customers and help in planning a successful product which are offered.
 It is helpful for the business in making useful strategies and avoid unnecessary costs.
 The comparison of the marketing mix of Tesco and Marks & Spencer the fashion line
products is as follows,
Product :
 Tesco for its fashion products has been known as wide range of variety in the fashion
products.
 Mark & Spencer as an organization has the major operations of fashion products hence, the
products of this organization are more versatile and according to the trends of the society.

CONTINUE..
 Products quality can be improved by Tesco to offer the products
that fulfils the demand of the existing consumers.
 Price of this organization has been considered to be the factor
which is helpful for the business.
 Place of this organization has been considered to be the factor
which is helpful for the business to influence the business
effectiveness.
 Promotion can be improved with the help of digital marketing
practices.
 The focus of Tesco for their marketing mix needs to be on gaining
differentiation in their products, prices, place and promotions.

CONTINUE..
 For the achievement of the business objectives Tesco need to effectively use its
marketing mix.
 The holistic marketing strategy is considered to be the one which can be effectively
used by Tesco to achieve the results that is considered to be the key practice to improve
the marketing mix elements.
 The key elements is considered to be the involvement in the marketing of the good or
service that can be interacted significantly with each.
 This is the factor that will be allowing Tesco to achieve the organizational goals and
objectives.

MARKETING PLAN
Overview
 The strategic marketing plan of Tesco will be made for Cottage Pie which is one of
the luxury food products of this organization.
 The aim of this marketing plan is influence the market to purchase this product.
 Reaching the customers with the marketing practices for achieving the growth that
is required.
 Tesco has been known for its food products and has been very successful in its
implications.
Mission
 To capture the market of Cottage Pie with influencing the customers by marketing
practices.

CONTINUE..
SWOT Analysis :
 Strengths- The cost-effectiveness of this organization due to the large scale of
production is the biggest strength it has that allows its to keep its price low and
competitive.
 Weaknesses- Major weakness of this organization is that it fails to achieve the quality
in its products due to its dependency on the suppliers.
 Opportunities- Utilization of digital marketing practices is an opportunity that this
organization is yet to explore.
 Threats- Increase in the competition in the market in the food sector is a big threat to
this organization's success.