Marketing Strategies for Tesco: A Comprehensive Analysis of Australia

This report provides a comprehensive analysis of Tesco's strategic marketing approach for entering the Australian market in Australia. It examines the extent to which the elements of the marketing mix should be standardized or adapted, focusing on product, price, place, and promotion, especially considering the impact of COVID-19. Applying Keller's Customer-Based Brand Equity (CBBE) model, the report critically analyzes how Tesco can build and manage a strong brand in the new market by establishing brand identity, meaning, response, and resonance. Furthermore, it evaluates the effectiveness of integrated marketing communications (IMC) methods, such as advertising, social media marketing, and sponsorship, in reaching the target customers. Finally, the report assesses how Tesco can measure its marketing success through sales targets, market share, profitability, and return on investments, and suggests areas for future improvement. The analysis incorporates references to relevant books and journals to support its findings and recommendations.

SOCIAL ENTERPRISE:
AND ORGANIZATION
TYPES
STRATEGIC MARKETING

Innovation – The story
Q1 :Slides 3 - 5
Q2 : Slide 6 - 9
Q3 : Slides 10 - 12
Q3 : Slides 13 – 16

Marketing mix consists of the different areas which Tesco can comprehensively focus on for the
marketing of its products in Australia.
Product:
Product of the company which is organic health food can be very effective in Australian as the people in
this country are very health conscious. for maintaining standard the Tesco needs to ensure its quality,
quality and other marketing promises it will make. the product needs to be promoted as per its need in
global pandemic.
1. To what extent should the different elements of the
marketing mix be standardised or adapted for your
chosen country. Give a full justification for your ideas

Price :
Tesco needs to keep its price lower than other competitors in Australia. It needs to provide the customers
with offers and discount for better marketing. It needs to understand the Covid situation for understanding
the importance of keeping low price during the pandemic period. The price of the product needs to be
competitive as well as affordable.
Place :
The position of the product where it will be sold is also very essential for the Tesco for promoting its
sales. It can be considered as the position of the product would help the company reach the customers.
Online platforms are also a very platform for promoting the new product specially in the Covid-19 period.
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Promotions:
Success of the new product of Tesco would be needed to ensure the organic health for food concept which
will help the new product to be relevant to the Covid pandemic. The promotion of the new product of the
organization would be very helpful for Tesco make the Australian customers aware of the organic health
product in this organization.
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Keller's brand equity model which is also known as the CBBE model.
This model has different levels which explains the success of the brand/
product. these levels of this model form a pyramid which shows a strong
build in foundation.
Following are the levels for this model which would help TESCO to
improve the success of the brand,
2. Applying the Customer Based Brand Equity model,
critically analyse how your client could build and manage a
strong brand in this new market

Brand Identity :
The identity of the product needs to be introduced to the customers in Australia.
Tesco as a brand is famous in UK but not as much in Australia. Therefore, in this level the
company will utilize different strategies for improving the brand image in the market for
ensuring more customers are aware of the product.
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Brand Meaning :
For the new product which is recently introduced to the customers the next level is the
one in which the company talks about the details of the product about what it stands for and help
the customers understanding the objective of making the product.
Brand Response :
For the organization it is going to be very essential to understand the response which the
customers and their brand need in order to be positive and negative for the usefulness of the
company. Both positive and negative response could be used for better understanding of the issues
in the marketing.
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Brand Resonance :
The results of the brand response stage will be considered in this level and Tesco
will use that information to make changes in the marketing in order to ensure the customers
satisfaction levels. For a new country it is a very effective method for growing brand.
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Integrated marketing communication is considered to be the process which is used for the definition of the
process which uses the unification of the marketing communication.
This allows the organization with the communication of the different elements which have public relations
social media, audience analytics and also business development principles.
3. Applying the concept of integrated marketing
communications (IMC) critically evaluate three effective
marketing communication methods your client could
incorporate within this market.

Advertisement :
Australian marketing is known a lot for the productivity in their advertisement
and commercials and how efficient they are towards the increasing the products image in
the market.
Social media marketing :
Using social media will be a very easy way in which Tesco would be able to
connect with the customers in Australia. This is due to the increase in the use of social
medial marketing in Australia since the pandemic.
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Sponsorship :
With the proper use of this method which is very popular in Australia the company can easily
communicate with the targeted customers. This would help the new product of Tesco to reach the
customers it wants to develop awareness into.
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