CECOS College London: Marketing Plan for Tesco Cosmetic Products

This assignment is a comprehensive marketing plan developed for Tesco, focusing on the introduction of cosmetic products. The plan begins with an executive summary and identifies the target customer as women interested in makeup. It highlights the unique selling proposition (USP) of high quality at affordable prices. The marketing mix (product, price, place, promotion, people, process, and physical evidence) is detailed, suggesting strategies for each element. A SWOT analysis compares Tesco and Sainsbury's, evaluating their strengths, weaknesses, opportunities, and threats. A PESTLE analysis assesses the political, economic, social, technological, legal, and environmental factors affecting the business. The plan includes a budget, explores funding sources (personal savings, family and friends, financial institutions, and venture capital), and outlines monitoring and controlling techniques such as Six Sigma and employee feedback. The conclusion emphasizes the importance of marketing in maintaining customer interest. The report includes references to relevant marketing literature.

Marketing Plan LO3&LO4

INTRODUCTION
 Marketing concepts is based on the philosophy of an new idea that brands should
required to analyse for their potential customers.
 In other words, Marketing department of the company has always trying to meet the
needs of customers.

Executive Summary
 Present marketing plan is based on the new product development of Tesco which is
Cosmetic products.
 Business plan is the opportunity for the organisation through they also can achieve the
competitive position within the company.
 All around it maintained the proper work environment within the organisation to keep the
business energetic and influencing.

Target Customers
 Target customers of the new product is women who are obsessed with make-up items.
 Target customers are described the people to whom company produced their product or
services.
 Company decides their customer goals and also look into their needs and wants.

USP Unique selling proposition
 Having a strong unique selling feature can help company to immediate the high
performance area.
 USP also very important for the company which differentiate from the other
organisation.
 TESCO USP is high quality at affordable price.

Marketing Mix
 Product : In order to fix the product Tesco should extend additional benefits for
purchasing the new make-up products along with some extra services.
 Price : Tesco should need to apply the low price strategies until the product is
popular in the market. Besides, Tesco should need to apply psychological pricing
strategy where the prices of the product seen to be lower.
 Place : Tesco should open up its shop on social media where the customer can
easily purchase the products from anywhere or anytime.
 Promotion : new promotional style for the new product can be social media,
through online campaign, or through conducting the market survey.
 People : For producing the new product or style Tesco should need to provides
some essential incentive policies to sales the force through bonuses and meetings.
 Process : In order to increase the productivity level of Tesco, company should
need to implement the unique computer strategy to make the things understand quickly.
 Physical Evidence : Tesco should need to gathered reviews from employees,
customers in order to enhance the service level of products such as new packaging style,
with some new designs etc.

SWOT ANALYSIS OF TESCO
Strength
 Tesco achieved many certificates and
awards of best retailer.
 It is considered as the largest and
profitable supermarket in UK.
 Tesco using efficient strategies throughout
its operations, cost efficiencies etc.
Weaknesses
 Some operating function of brand is
uncertain to consists external factors.
 Tesco has facing high range of
competition pressure.
Opportunity
 There is opportunity for Tesco is to
produce the new product development.
 It is significant approach to grow
technology development
Threat
 High competitive environment is threat for
TESCO.
 Due to rising the supplier costs might be
the issue for the company.

SWOT analysis of SAINSBURYS
Strength
 Sainsburry maintained the value for
money due to maintained the quality
standards.
 Company has their own brand labels.
 More than over 80,000 employees
globally
Weaknesses
 Threat of losing brand image of fake
imitation products
 High competition pressurise
Sainsburry.
Opportunity
 Sainsburry can explore its own
website with rich content.
 Sainsburry can also explore the new
product development.
Threat
 High competition in retail sector can
affect the company growth.
 Government intervention might have
affect the Sainsbury function.

Companionship of Tesco with Sainsburys
 It has been critically evaluated that UK biggest retailer Tesco and Sainsburys.
 On the one side, where the Tesco has now increasing developing by decreasing the product
prices which is difficult for other rivalry companies to put up with such as Sainsbury
whose prices of the product is not as much low as Tesco.
 As compare to Sainsburys Tesco is the more competitive organisation in various terms.

PESTLE ANALYSIS
Political : Operating business at international market, this is the difficult job for the company to
adhere all laws and political changes occurred within the business country. Before entering into
the new market, it is required to analyse the political current changes happened that enable to
protect company from negative impact. Political factors factors are Changes in political policies,
interest rates etc.
Positive : Stable political enviornment can provide better opportunity to TESCO to acquire new
business opportunity. Stable political envionrmnet can help Tesco to open new operation
business to another country.
Negative : Unstable Political condition can restrict business exapnsion into another country.
Economical : Economical factors determined by the GDP rate of any country. That helps to
represent the level of spending power of people and how much economical condition is
preferable or not for the company. Economic factors get influenced by inflation, recession, tax
rates, interest rates etc.
Positive : Fair market condition can provide opporunity to business into further investment
Negative: High inflation rate can increases the product prices and deamnd of the product or
services.

To be Continued....
Social : Social factors get influenced by the changes in trends and culture within the environment.
Demographic factors also affect the business due to changes in ageing population, decline in
home requirements.
Positive : Social factor can helps Tesco to build good image in the market.
Negative : Negative and illegal activity can affect the business goodwill and market reputation.
Technological : Technological factor majorly given the positive impact on the business due to
introducing the latest technology, through company can provide better services to target
customers.
Positive : Technological innovation can helpful to leverage businessess.
Negative : Due to high risk in technologies, sometimes company can face risk or barriers through
hackers.

To be Continued
Legal : Legal factor is highly affecting the business growth. That affect the business environment
directly.
Positive : Less legal interfernace helps to maintained the stable business enviornment.
Negative : High legal implications create high risk on the business which can affect the company
legal existence.
Environmental : Environment has been increased the pressure on many companies and
managers to acknowledge their responsibility to society. In order to get over from the
negative impact, Tesco should need to make the business environment healthy and secured in
order to maintained the good image in front of the government.
Positive : Enviornment provide opportunity for the business to gain market image by implying
the eco-friendly results.
Negative : Due to neglect the enviornment and its safety it affect the company reputation.