Marketing Management Report: Family Branding for Tesco PLC

This report provides a comprehensive analysis of family branding, also known as umbrella branding, within the context of Tesco PLC. It explores how family branding can enhance brand loyalty, equity, and market valuation. The report highlights the increasing market competition and emphasizes the need for Tesco to leverage family branding to gain a competitive advantage, save costs, and improve marketing efficiency. It discusses the advantages of family branding, such as cost savings, improved customer connection, and the ability to design common branding strategies. The report also examines how family branding can boost customer loyalty, improve public goodwill, and ensure better coordination between marketing activities. Furthermore, it delves into the creation of a brand pyramid and the improvement of customer emotional responses. The conclusion summarizes the benefits of family branding in meeting customer needs and transforming brand loyalty. The report references several marketing publications and research papers.

Marketing
Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Family branding is also well known as Umbrella branding, which focuses on
improvement in brand loyalty. It has been noticed that family branding is all about marketing
practice application in which use of single brand name is being preferred by businesses. It allows
to have sustainable development in terms of brand equity so that valuation in certain market can
be taken into account. Tesco PLC is considered as retail firm which focuses on number of
products and services. It has been noticed that diverse sub brands are being designed by the
company but the promotion is not much effective. It is one of key reason that sales of sub brands
is not much effective as compared to key product line.
MAIN BODY
According to detailed analysis the competition in the market is increasing day by day. It
means the company need to advance the brand loyalty and equity so that key measures can be
taken into account for sustainability. It has been noticed that number of issues in terms of brand
management can also be overcome through application of family branding within Tesco PLC.
With an assistance of this, the business expansion opportunities can be attained through business
firm so management need to refer it in significant manner (Boone and Kurtz, 2013). By having a
continuous application of norms in regard to branding under family branding so that key goals
and objectives can be accomplished.
In addition to this, it can be said that Tesco PLC can take number of advantages by
having an application of family branding. It allows business firm to gain better competitive
advantage and lead business firm to impressive level of success. One of key benefit that a
business firm can attain is regarding cost saving. It has been noticed that application of umbrella
branding is not expensive as compared to other methods. Campaign can be organised by the
company in order to have sustainable development (Cox and Yang, 2007). By having an
effective attachment with the brand name the key values can be promoted within market and lead
business firm to impressive level of success. Marketing efficiency can also be advanced which
will benefit the Tesco PLC in desired manner. It allows to have effective focus on single
campaign so that commercialisation of products can be taken into account in significant manner.
Company would have to design and run a different commercial for each of its various products if
it wanted to develop their brand images separately (Dibb and Carrigan, 2013).

Along with this, it has been noticed that Tesco PLC can have improvement in tide. It
means the public goodwill can be improved by creating a unique image in the market. With an
assistance of this, competitive advantage can be gained because it helps in improving market
value. Customer connection can be advanced within market because it make customers feel
valued that they are connected in desired manner. It will also create the sustainability in
marketing activities and make sure that better benefits can be attained. In addition to this, it can
be said that with an assistance of family branding the common strategies in terms of branding,
product m packaging and labelling can be designed (Dibb and Simkin, 2013). It will also provide
a cost efficient practice so that goals and objectives can be accomplished. With an assistance of
family branding the company like Tesco PLC can easily ensure about the customer identification
so that product and services can be promoted effectively. It will also allow to have better
coordination between activities so that brand equity can also be advanced.
Through effective branding under the norms of family branding the intense active loyalty
can be advanced so that key measures can be taken into account. For effective measures in terms
of creating brand pyramid can also be taken into account. It will allow to have better response so
that recognition in the market can be advanced (Doole and Lowe, 2008). Customers’ emotional
respoinses and reactions with respect to the brand can also be improved so that goals and
objectives can be accomplished. In addition to this, it can be said that reliability within market
can also be boosted for Tesco PLC with an application of family branding.
CONCLUSION
Meaningfull message can be presented in the market that company is adversly focused
towards diverse developments and expansion in order to meet customer needs. Along with this,
loyalty transformation can also be witnessed with an effective advancement in the norm and lead
business firm to impressive level of success. Customer’s think of the brand under various
purchase is more loyalty in market which will also benefit the business.

REFERENCES
Boone, L. and Kurtz, D., 2013. Contemporary marketing. Cengage learning publishes.
Brooksbank, W. R., 2009. Marketing Planning: A Seven-stage Process. Marketing Intelligence &
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Cox, A. and Yang, T., 2007. The proactive alignment of sourcing with marketing and
branding strategies: a food service case. Supply Chain Management: An
International Journal. 12(5). pp.321 - 333
Dibb, S. and Carrigan, M., 2013. Social marketing transformed: Kotler, Polonsky and Hastings
reflect on social marketing in a period of social change. European Journal of Marketing.
47(9). pp. 1376–1398.
Dibb, S. and Simkin, L., 2013. Market Segmentation Success: Making It Happen. Routledge
publishes.
Doole, I. and Lowe, R., 2008. International Marketing Strategy: Analysis, Development and
Implementation. 5 ed. Cengage Learning EMEA.
Fifield, P., 2012. Marketing Strategy. 3rd ed. Routledge.
Freytag, V. P. and Munksgaard, B. K., 2011. Complementor involvement in product
development. Journal of Business & Industrial Marketing. 26(4). pp.286–298
Fulford, R., 2013. A case study of strategic enterprise resource planning management in a global
corporation: Standardisation is the basis of competitive advantage. Journal of Systems
and Information Technology.15(1). pp.117 – 132.