Digital Marketing Techniques: A Case Study of Tesco's Brand Awareness

This report examines Tesco plc's digital marketing techniques for raising brand awareness. It highlights the importance of brand awareness, customer segmentation, and stakeholder prioritization. The report discusses various digital communication channels such as email and social media, emphasizing the effectiveness of social media platforms like Facebook, Instagram, and YouTube in engaging with customers. It also analyzes opportunities for Tesco to improve its digital communication channels, including integrating with other channels, collecting employee feedback, and focusing on customer response and SEO. The study references various books and journals to support its findings and recommendations.

Digital marketing techniques
TASK A

TABLE OF CONTENT
THEME 1- RAISING BRAND AWARENESS......................................................................2
REFERENCES................................................................................................................................7

THEME 1- RAISING BRAND AWARENESS
TASK 1
(a) Background
In today's business environment, marketers are using effective and powerful marketing
strategy like brand awareness, increase demand using penetration strategy, building customer
loyalty and focus on sustainability, that leads consumers to develop an instinctive preference
towards a company and its offered services or products. The present study will be based on
Tesco plc, England which is one of the most famous and largest retail supermarket provides
various types of goods to customers such as groceries, clothing, homeware, health and beauty
products and electronic items. The company has given a title of the largest food retailers in the
world, achieves rank ninth largest in the world measured by revenues and third largest retailer in
the world measured by gross revenues. Talking about its size, the firm operates around 2318
stores having skilled staff members over 326000 working in different department. Tesco operates
under 4 banners of express, superstore, extra and metro (Aiello and et.al. 2020). Asda, Sainsbury
and Morrisons are the main competitors of Tesco plc. By applying different strategies such as
affordable prices, distribution channels and quality products, Tesco is able to fight with its
competitors. Every year Tesco plc is achieving success by serving millions of customers as per
their needs and requirements. The internal stakeholders of the company are managers,
employees, shareholders and board. Whereas external stakeholders of Tesco plc are suppliers,
competitors, customers, government and local communities. It is very important for company to
prioritize stakeholders according to the quadrant into which they fall. On the basis of this, it can
be said that if the stakeholder has high impact and high influence, they will be a higher priority
in engagement as compared to others, vice-versa. For the current theme that is raise brand
awareness prioritizing customers and employees as a key stakeholder is relevant. For increasing
brand awareness, the company must focus on customers taste, preferences and give them best
prices for their products. Also, feedback is very important for company to know about what more
improvement is needed. Talking about employees they are the one who make efforts to raise

brand awareness through various techniques and methods. So, taking feedback from employees
is also very beneficial for company. As effective customer segmentation is critical for scaling. It
is very important to go through the process of identification and targeting best prospects. The
customer segment of Tesco is on the basis of demographic and behaviours. In which the
company considers various traits such as income, gender, lifestyle, family status, age. The
company's target market is the people who are more cost conscious and interested in bargains
and value variety, middle class income people. The theme which is chosen is raising brand
awareness. Brand awareness plays an important role in the success of business, basically it is the
measure of how recognizable a brand is to its target customers. The reason behind choosing this
theme is that nowadays, customers place significant value on brands, and they must engage fully
with that brand before they consider purchasing it. Using effective method will help company to
increase brand awareness which could also lead to increased demand for products (Alves,
Fernandes and Raposo, 2016).
(b) Digital communication channels
In this competitive world where everything is digitally transformed in order to increase
the customer experience and enhance business as well as operating model. Communication
channels help to build brand with audience. The companies are making huge investments to
reach its potential customers. But before making such investment it is very important to decide
on the right communication channels so that it can not only improve communication with
customers but also with staff members of the company. Using the best internal and external
communication tools the company can easily do proper conversation with staff and customers.
Good communication in Tesco is very important if it is going to achieve its objectives and to
operate effectively. In order to communicate with people, the firm uses reports, phone calls, fax,
letters and memos. These channels help company to connect with customers, shareholders and
employees (Navarro-Beltrá, García Medina and Miquel-Segarra, 2020).

Email:
Using email, the firm's employees is able to send a quick note to other department and
other colleagues announcing upcoming updates. To communicate and share important updates
with its functional departments, electronic mail is the first communication channels which is
used by Tesco. Teleconferencing allows people in different locations to exchange information
and ideas. In addition, the company also use electronic data interchange (EDI) this allows people
to exchange business related information and documents such as invoices, orders, papers directly
via electric communication systems and telephone network.
Email helps to keep track of ongoing company conversations, the major drawback of this
communication channels is that company does not get an immediate response from customers
with the same speed. The positive side is that email work best for the least time sensitive of
queries. So when it comes to connecting with customers, there is no other channel with a wider
reach than email. Using email marketing helps company achieve brand awareness success.
Tesco is shifting towards digital marketing and investing billions in increasing brand
awareness. The company's market share is increasing just because of press, media, TV ads. With
the help of these channels, the firm is able to devise branding campaigns and new packaging
designs (Navarro-Beltrá, García Medina and Miquel-Segarra, 2020)

Social media :
Nowadays, almost 72% of people use social media platforms such as Instagram,
YouTube, Facebook, twitter. Social media allows them to connect with friends, family, brands
through visual content. With the help of social media, the company is able to connect with
customers, almost 57% of people will increase their spending if they feel valued and connected
to a brand. This is the major reason behind choosing social media as a digital communication
channel to build brand awareness. The firm is positing various content and things related to
products or services which helps them to interact with potential customers (Alves, Fernandes and
Raposo, 2016). Videos, images, details of discounts are the type of content which is shared
through these channels. By using social media, the firm is able to increase trust among
customers, meaning the more recognition and more successful brand is going to be in the future.
Social media has helps company improve its brand awareness and able to grow the customer
base.
In addition, the marketing team of Tesco plc has come up with a variety of great
marketing ideas for achieving brand awareness. From deep discounts to print campaigns the
company has achieved success.

(c)
social media is one of the best communication channel which is used by many
companies. The reason behind using this channel is that people are spending most of their time
on social media platforms such as Facebook, Instagram, YouTube and twitter searching about
businesses and current market trends (Evans, Bratton and McKee, 2021). For example- Starbucks is
one of the most popular brand which uses Facebook as a social media platform where their
customers can connected with them for doing any discussion. By using Facebook, the firm is
able to share their ideas, new discount offers, stories and suggestions which helps them achieve
brand awareness. With the help of Facebook, amazon also actively connects with its customers,
online ads help amazon build good customer base as well as increase the demand of products or
services (Tuten and Solomon, 2017). There are another brands also that makes excellent use of
social media platform. Nike is one of those brand that use social media and digital marketing
channels for communicating with its fans. Using Facebook, Nike is able to establish big
campaigns and post on daily basis about new features of products.

Analysing opportunities for Tesco to improve the effectiveness of digital communication
channel
 Integrating with other channels will be helpful for company to increase brand awareness
and increase customer base (Khader and et.al.., 2018).
 The best opportunity for Tesco is to collect feedback from employees as this can help
company to know about what is to be done for making improvement in communication
system as well as channel.
 Not only this, the company needs to focus on giving response to customers on social
media platforms, use google Ads, SEO, so that it can help them create customer base as
they want.

REFERENCES
Books and Journals
Evans, D., Bratton, S. and McKee, J., 2021. Social media marketing. AG Printing & Publishing.
Tuten, T.L. and Solomon, M. R., 2017. Social media marketing. Sage.
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing. 33(12). pp.1029-1038.
Khader, I. and et.al.., 2018. Time synchronization over a free-space optical communication
channel. Optica, 5(12), pp.1542-1548.
Navarro-Beltrá, M., García Medina, I. and Miquel-Segarra, S., 2020. Using Facebook as a communication
channel in the fashion industry: A comparison of its dialogical side between fast and luxury
fashion brands. Palabra Clave. 23(3).
Aiello, L.M. and et.al. 2020. Tesco Grocery 1.0, a large-scale dataset of grocery purchases in
London. Scientific data, 7(1), pp.1-11.
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