MKT 6800: Tesco's Digital Marketing Strategy & Implementation

This project outlines a digital marketing strategy for Tesco, focusing on enhancing brand presence and driving revenue through online channels. It begins with an overview of the digital marketing process, highlighting its affordability, accessibility, flexibility, and interactive nature. The strategy includes attracting consumers, capturing market share, and inspiring engagement. A six-step digital marketing campaign is detailed, starting with a situational analysis using SWOT to identify strengths, weaknesses, opportunities, and threats. The plan links digital business with marketing strategies, emphasizing the use of social media platforms to reach a broader audience. Objectives are formulated to increase income by 5% and expand globally within five years. The report also touches on the 4Ps of marketing, specifically product, price, place, and promotion, in the context of Tesco's offerings. Desklib provides resources for students, including similar assignments and past papers.

Digital Marketing
Strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of Digital Marketing Process .....................................................................................3
Digital Marketing Campaign: ....................................................................................................5
Six step Digital marketing campaign..........................................................................................5
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10

INTRODUCTION
In the current market scenario, digital marketing is characterized as one of the major
influential tool utilised by the organisation so as to enhance their brand name and make it
popular in the market environment. It has the ability to reach to a large set of audience and can
encourage the same to buy the products and services offered by the particular business
organisation. This report discusses the incorporation of digital marketing strategy in the business
operations of Tesco. It provides details about major steps required in carrying out an effective
digital marketing campaign in order to increase the revenue generation of the organisation in the
near future. It also includes a digital marketing plan for Tesco whicgh includes formulations of
objectives to ber accomplished by the digital marketing Campaign.
MAIN BODY
Overview of Digital Marketing Process
Digital marketing is a marketing trend through which the organisational management
tries to enhance and promote the demand for their products and services on online platforms. It is
a wide concept and involves various steps and strategies in order to make the product populat
within the target market (Bakhtieva, 2017). It is one of the most prominent methods utilised by
organisations around the world in order to enhance the sales of their products among the target
customers in the business environment. Tesco also capitalises on digital marketing trend in order
to reach a wider audience and create the demand for its respective offering in the marketplace.
Importance of Digital Marketing :
Affordable : Digital marketing is a tool that is easily affordable by business organisation.
It is less costly in comparison to the other marketing tools available in the business environment.
Tesco also relies its marketing campaign on the same in order reduce the cost and expenditure
related to the marketing and gain a expense benefit as well.
Availability : Digital marketing can be easily accessed through tablets, laptops, PC'S,
mobile phone, iPads etc. An individual can avail the respective from anywhere across the world.
This is one of the major quality that makes digital marketing such a followed trend in the
marketplace (Bala and Verma, 2018). Tesco also resorts to the same in order to grab attention of
individual across the world and make an impact on them effectively.

Flexibility: It is a method that provides high degree of flexibility to the organisations in
order to implement and integrate their marketing strategies and campaigns. Tesco also utilises
the same in order to make its marketing strategies more flexible and align the same to the
dynamic environment.
Expansion : It facilitates in expansion of business operations in various cities and
countries around the world . Hence, Tesco has also added digital marketing campaigns in its
marketing strategies in order to expand its business operation all across the world.
Interactive : It provides a medium to the organisation so as to promote interaction and
connection within the company and its consumers (Baltes, 2016). It has helped Tesco to know
their customers better and identify their needs and requirements effectively which in turn will
help the company to offer products and services that will align with their respective needs and
will help to satify and fulfil the same.
Few of the intriguing steps utilised by the organisation in order to carry out their digital
marketing strategy are listed below :-
Attract and entice the consumers : In order to publicise the products and services in the
market environment, it is very essential for a business organisation to attract the consumers
towards the organisation's offering and enhance the brand value of the organisation .Tesco
utilised various tolls and techniques such as SMM, Search engine optimization in order to
identify what consumers are expecting from the brand and then the organisation can shape its
strategy according to the same in order to attract and entice the consumers to ivest in the
organisation's offerings (de Castro, 2020).
Capture the market and engage the consumers : It is very important for the organisation
to capture and acquire a good market share in the business environment. Tesco capitalises on
innovative and creative thoughts and content to resort to the same.
Conversion : It facilitates in transition and transformation of previous traditional
techniques and tools into new and advanced digital marketing measures. It also helps the
company to promote advancements in technology which in turn helps the same to generate more
innovative products and offerings in the market.
Inspiration : It involves inspiring various individuals and consumers to invest their time
and money in products and services offered by the organisation (Kannan, 2017). Tesco has been

doing the same since last few years. It has been designing digital marketing strategies and
campaigns that aims to inspire and engage the target consumers towards the organisation.
Digital Marketing Campaign:
Tesco is a global enterprise operating all across the globe. Its main aim is to expand and
diversify its business operations all around the world. In order to do so, the company has
formulated numerous plans and strategies which can help the same to cater to its target
consumers and enhance its customer retention in the long run (Khmiadashvili, 2019). The
organisation has introduced its own app which can be downloaded in mobile phones and
consumers can utilise the same to purchase their desired products and services from the
respective company. The application has helped the organisation in order t enhance and increase
its line productivity and efficiency in the market.
The company has also developed various campaigns that will help the consumers to relate at a
personal level with the company and know more about the companies vision and mission. The
digital marketing campaigns adopted by Tesco cater to a very wide range of consumers and
target the same effectively in order to convince them to invest the organisational offerings.
Tesco also leverages from the utilisation on social media such as Instagram, Facebook, Twitter
etc. in order to provide relevant information about their offerings (Kingsnorth, 2019). This also
helps the company to create a buzz for their upcoming offerings in the market so as to enhance
the sale of the upcoming products and services as well. It can be said that the digital marketing
campaigns of Tesco are really engaging and informative and the company is leaving no stone
unturned in order to make the same more interesting for their customers.
Six step Digital marketing campaign
For more better and productive marketing campaign there is requirement to follow the
steps and these six steps to sort the digital marketing campaign (Mandal and Joshi, 2017). It
supports to the company to accomplish the rigid aims on period of time. There are six steps of
marketing campaign for the organisation TESCO is define below:
Step1 :Situational analysis
It is essential to realise the condition to formulate any movement or to enhance with an
thought. The global is changing towards digital and in this condition it is very essential for the
company to accept the digital marketing and become digitalised. In TESCO the organisation has
earn a great reputation in the industry and has create successful marque consciousness. At this

period of time the organisation has not create any digital beingness and that crate impact on the
sales of the company. The organisation is thinking to strive with the conditions by introducing a
website so that will help the company to sell their products on the online marketplace and also
support the consumers towards his/her desires and for saving their time and online marketplace
support the company to crate more profit and gain so much customer base.
SWOT analysis: Swot analysis help the company to analysis the internal factors of the company
that is strength, weakness, opportunities and threats (Patrutiu-Baltes, 2016). The strength of
TESCO that it is a multinational company and they have so many varieties and outlets to attract
more customers. Whereas strength of ASDA is they deal in huge range of products with their
excellent marketing campaigns. Weakness of TESCO is some of the outlets of the company is
not operating and functioning well so it will create impact on the company. Whereas Weakness
of ASDA is they have limited presence globally and also some critics are present in the market
for the quality of products offered by ASDA. Opportunities for Tesco, there are some new and
fresh technologies arises in the market for example online marketplace etc. so, that will help the
company to create more opportunity for the company. Whereas ASDA have the opportunity to
expand their business ion more countries to improve their presence globally. Threat of the
company is they have so many competitors in the market that will be become threat for the
company so they have to manage the company accordingly. Whereas other online retailers and
price competition with other retailers is a threat for ASDA.
Step2: Link digital business with Digital marketing strategy-
Digital enterprise terms encourage and boost up the products and facilities of the
organisation by using online marketplace. Digital marketing involve many marketing activities to
grab and pull the consumer towards the company like SEO, content marketing, social media
marketing. The marketing planning that is create by TESCO is to introduce a website where
varieties of products are available that is satisfied the consumer and then, advertising the
products through social media platforms so individuals can see their products because now a
day’s an individuals are more attracted towards the social media platforms like Instagram,
Facebook, YouTube and Twitter. These platforms help the website or any application to
enhance and make individuals more awake about the applications and products that a company
want to show (Pinto and Pinto, 2020). The organisation can grab an attract to much customer
base through these platforms and transform them with very productively. These digital methods

also support to determine how much consumers are being convince and using their goods by
observing and seeing the encouragement activity (Thorpe, 2018).
By connecting the marketing plan with digital company and that support the company to
execute the digital strategy and also aware the organization towards the new strategies and
technologies. In the present period it is very needed and essential for the company to grab more
and more digital marketing technology to enhance an d develop their earning and profits.
Step3: Formulate objectives
To productively handle and utilise goods it is much needed to develop objectives. For
more success and development it is much required to accomplish those targets towards
enhancing and completing the objectives of the company. The target aims should be analysable
and manageable. The completion of the movement, strategy and their attainment is more depends
on the targets goals and the methods also which they are capable to achieve that. The objectives
which are formulated are given below:
 They are thinking to gain the entire income by 5% in a time period by applying digital
method to boost their goods. This target will going to support the organisation to grab
much consumers and caterer desires and needs of the consumers in very prompt way.
This is the way a organisation is capable to prime their targets and then accomplish those
targets to be in successful manner.
 The objective to be accomplished by TESCO is to establish a new store in another
country to increase their presence globally in next five years by promoting business
through digital marketing.
 Another objective TESCO set to achieve through this digital marketing campaign is to
increase their loyal customers by 25%.
There are seven P’s which are included in marketing mix of an organization in this case we are
considering 4P’s of marketing mix that are Product, price, place and promotion
 Product - the product is strategy oh Tesco is that they offer huge range of products in its
videos stores the offering is so vast that they cater needs and preferences of customers
from different segments of the Market. TESCO also offers the products of its own brand
that are Tesco, finest, everyday value, that's cool love baby etc.
 Price - In respect of the strategy of price in Tesco it follows the strategy of cost
leadership which provides for low priced goods with maintaining quality of goods.

TESCO offers goods at low prices which increases number of customers for their
branded products.
 Place - Place strategy or distribution strategy is any strategy in which Tesco defines its
distribution channels. Tesco is a large organization having approx 7000 stores in 11
countries. Hence, TESCO has high distribution channels to provide products for these
stores in various countries.
 Promotion - Promotional strategy is also known as advertising strategy in respect of
TESCO has a strong brand image which relies on low prices offered by them. This
provides Tesco most remote publicity in their local areas. Tesco also involved in various
promotional activities such as use of Hoardings, television ads, charitable events and
many more.
Step4: Design implementation plan to meet the objectives
The carrying out strategies involves the path in which the targets can be done in proper
and appropriate manner. It is much essential to do preparation because that preparation will
support to accomplish the target objectives. Planning form it easy and provide way to the
workers and support them to accomplish the target of marketing movement on the proper time.
These are some steps that are used by TESCO to utilise the plan are explained below:
Communicate with staff- The much initial step that the company have to proceeds is to
communicate with the workers about the planning and strategies that are made by them in very
prominent language and make sure that the communication and the information and role,
responsibilities , profits are understand by employees (Zhu and Gao, 2019). The workers are
very important for the company they are one who are trustworthy and can provide and give
successful execution of the strategies. For the digital planning there are requirements of new and
fresh technologies with more and potential workers that are more awake by the process
knowledge.
Monitor their progress- when the strategies and planning knowledge is provided to the
employees, then they have to start implementation on the plan to accomplish the targets
objectives in a particular time period. Their activity should be observed so that will support them
to work accordingly towards the target.

Develop contingency plans- when all the strategies and execution are not successful so it
is needed for the organisation to make contingency plans. TESCO has create the strategies after
observing the present desires and wants of consumers, but it is not essential that it will
accomplish the target goals there are some probability so the organisation should create
contingency plans that will going to support the companies towards their goals.
Seek expert advice- Taking the recommendation of professional is a better determination
because any one individuals do not have that much cognition about everything. The individual
that are expert in that sector can provide better suggestion and a better path to achieve that goal.
Step5: Budgeting- Budgeting is a process of preparing Budget or monetary plans.
Budgeting includes estimation of cost which will incur in order to complete the task. The
following step is very needed and important to setting the budget for strategies. Budget terms as
the wealth that is acquirable with company to accomplish the target marketing campaign. It is
very required to do activities according to budget. The budget that is settled by TESCO for their
marketing campaign is mentioned below:
Marketing Budget
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial money 2000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
TOTAL 8146 4159 11896 4467 6405
Step6: Measure the campaign- The endmost step in the procedure to determine the
campaign. In this time of period the company going to observe the target plans and then contests
it with the outcomes. It supports them to observe the revenues that have originate from the
campaign. In TESCO this procedure support them to measure the attainment or non

accomplishment. The marketing campaign is used by the company to achieve success. The
measure of campaign need to find out various deviations found between planned performance as
well as actual performance. It helps managers of TESCO to formulate better plans in future.
Measuring the campaign is essential in digital marketing to ensure the effects of different sources
of digital marketing used in the campaigning. In respect of TESCO they use television
advertisement and hoarding in order to perform various functions in the organisation.
CONCLUSION
From the above information it has been concluded that digital marketing is very essential
for the company to accomplish their targets objectives and for promoting their products and
services of the company. Digital marketing also support them to reach with many customers
This context include a digital marketing campaign that support to interpret the applicable
relevancy of digital marketing. There are some needed six steps in this report that are very
essential create digital marketing campaign. So every organisation should create the marketing
campaign for determine the condition and for to complete the set targets .

REFERENCES
Books and Journals
Bakhtieva, E., 2017. B2B digital marketing strategy: a framework for assessing digital touch
points and increasing customer loyalty based on Austrian companies from heating,
ventilation and air conditioning industry. Oeconomia Copernicana, 8(3), pp.463-478.
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering, 8(10), pp.321-339.
Baltes, L.P., 2016. Digital marketing mix specific to the IT Field. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.33.
de Castro, C.A., 2020. A Proposal Digital Marketing Strategy for Marcheluzzo Srl: Training and
Evaluating a Prediction Model for the Number of Adv. Impressions. Journal of
Marketing Management, 8(1), pp.55-72.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Khmiadashvili, L., 2019. Digital Marketing Strategy Based On Hotel Industry Study In
Tbilisi. International E-Journal of Advances in Social Sciences, 5(14), pp.922-927.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International Journal
of Scientific Research and Management, 5(6).
Patrutiu-Baltes, L., 2016. Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), p.61.
Pinto, F.M. and Pinto, C.C., 2020. Country Marketing Strategy: A Low-Cost Digital Marketing
Proposal for Cabo Verde. In Digital Marketing Strategies and Models for Competitive
Business (pp. 131-159). IGI Global.
Thorpe, H., 2018. Creating an integrated digital marketing strategy: Using cross-channel data to
build intelligent strategies. Journal of Digital & Social Media Marketing, 6(1), pp.28-
39.
Zhu, G. and Gao, X., 2019. Precision retail marketing strategy based on digital marketing
model. Science Journal of Business and Management, 7(1), pp.33-37.