Marketing Plan: Tesco's Fashion Clothing Line - University of Suffolk

This report provides a comprehensive marketing plan for Tesco's fashion clothing line, focusing on revamping strategies to enhance market stability and profitability. It includes a detailed description of Tesco's clothing line, an analysis of the competitive environment using the PEST framework (Political, Economic, Social, and Technological factors), and recommendations for improvement. The report also studies the marketing mix (Product, Price, Place, Promotion) and offers justified recommendations to boost the organization's productivity and efficiency. Furthermore, it evaluates how Tesco can improve branding and enhance its image and reputation in the market, considering the impact of the COVID-19 pandemic and the need for sustainable practices and technological advancements.

Marketing Plan

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Brief description of the fashion clothing line of Tesco................................................................3
Competitive environment of the Tesco........................................................................................4
Recommendation.........................................................................................................................6
Study marketing mix of product and provide justified recommendation....................................6
Evaluation how organization can improve branding and enhance image and reputation in the
market:.........................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing management is a process which determine the planning, promotion, and ideas
in order to gain the efficiency, and goods and services for change and advancement of the
organization. Marketing management identify the discipline, value, focus and techniques by
which organization can achieve their goals and objective. The marketing plan which include in
this report identify about the marketing efforts and management for the upcoming period and
projects. The report includes the information about the marketing plan which identify the Tesco
company revamping the marketing strategies. To identify the marketing plan of the fashion
clothing in the organization. The company deals in a fashion clothing for different age groups;
women, men, kids which further categorize into different type of variety product. By measuring
the elements which is of marketing mix of the organization. As nowadays the competition is
increases and therefore the organization has to be in the competitive environment. By which it
determines the systematic business. Marketing innovation through various channels in order to
gain maximize profit by advertising the product that organization have. The Tesco is British
company who deals in a various range of products and has diverse business across the globe.
This report includes the information to enhance the market strategy of the organization in order
to enhance their stability.
MAIN BODY.
Brief description of the fashion clothing line of Tesco
Tesco is a leading multinational retailer British based company. Company aim to serve
customer with their affordable, healthy and sustainable product. Tesco operates in an 11 different
countries. As the company try to expand their business more by enhancing their ability and
manage their operation. The best part about the company is they are the first European grocery
company and store chain which includes various range of products. The company deals in a
fashion clothing and try to give their best collection to their customer. Tesco has approximately
670 stores across the globe. Due to the recent pandemic COVID-19 the company extended their
return policy to approx 100 days (The home of fashion inspiration, 2021). The COVID-19 bring
a scary atmosphere among the customer in order to visit the stores for the shopping that's why
majority of the people prefer to buy online. Therefore, the organization may experience some
delay and stock availability because of the COVID-19, and they try to improve this factor by

enhancing their online application. Company should strategy in order to revamp the fashion
clothing line. It is important for company to manage the fashion clothing better and evolve
because of the changing environment. Company wants to revamp the fashion clothing to enhance
the product portfolio. To consider the vertical integration organization revamp the apparel
business. Organization also try to improve the customer service in order to improve the sale of
the fashion clothing of company. With this organization try to enhance their employee
engagement in order to enhance and make the business more profitability. Since the COVID-19
arrived organization faces a major fall in this sector and now, they want to enhance and make the
organization better. Now organization trying to improve this sector by sustainability product to
achieve the success and make recognition in the customer they targeted for. The fashion clothing
sector of the organization need advancement according to the trends and changes as per the
changing environment of the people and targeted customer of the organization in order to gain
the more profit and revenue. The fashion clothing of Tesco determine the pest and competitive
environment which enables the aspects of the organization and manage accordingly to improve
and revamp by marketing mix. The product improvement and place was according to the
COVID-19 arrive. Therefore, company has to enable the online application to enhance the
fashion clothing in the industry.
Competitive environment of the Tesco
Competitive environment is external system of the organization which determine
competitive environment and function of the organization. This identifies factor that more sellers
of the same type of product sell product. More competition is increases in particular sector and
the competitive organization environment has two type of competitors such as, direct
competitors of the company for example; Tesco direct competitor is Mark and Spencer in the
clothing line. Indirect competitor of the Tesco identifies the indirect competitor of organization
by which they get affect their activity in indirect manner. For example; Sainsbury's is an indirect
competitor of the organization. Sainsbury is known as 2nd best retailer company in the UK to
compete with the Tesco (Adams, Freitas, and Fontana, 2019). As Tesco is one of the largest
retail industry in the globe who deals in various range of product which enhance and make the
recognition in the market. For analysing the competitive environment PEST analysation is
essential in order to gain and identify the tools of the competitive environment.
PEST ANALYSIS

Political factor: Political factor of the organization determine the external factor by which the
organization analyses the political aspects because, Tesco operates in a various country.
Company operates in a various region of the world they have to keep tab on the changing
political environment in every (circumstances). For better performance and maintain the political
stability of the country. This factor also give company opportunity to better perform in order to
impose the new tax or duty structure which include the trade tariffs and make the better relation
with the government of the region where they establish in order to maintain and enhance the
standard of the organization (Adamyk, 2019). Majorly, the election indicates the period of
uncertainty that country deals with and diverging views on the economic policy.
Economic factor: the economic factor in the organization affect the monetary funds and sales ,
revenue. As the company deals in a range of product in which the clothing product is also one of
the product line which organization deals in a wide range and therefore, the economic factor of
each country is different. Company should implement the policy and procedure according to the
market and consumer of the particular region where they are established their business and
manage accordingly. This might a threat for the organization but Tesco manage to make this
factor opportunity for better performance and implement the policies. For example; rise in the
inflation rate and as the business of the company growing internationally, but they are still
depended on the country market. Economic outlook determine the extreme business performance
and management to betterment of the company.
Social factor: Nowadays, people prefer to buy everything in a one time specially in the clothing
items. The organization made product according to their customer preferences and demands of
influence in order to gain the product. Which organization deals according to their customer base
and Tesco managed to shift their customer base and behaviour towards the organization.
Customer believe the company because of their brand image in the market. Social factor can
become the opportunity for the Tesco to enhance the capability and make them better connection
with the customers (Pavliuk, and Noda, 2020). Social factor including the population growth
rates, age distribution as the company deals in the fashion clothing for different type of age
groups and manage the social factor accordingly.
Technological factor: Technology factor of the organization determine the factors which needed
in recent times because of the advancement in technology. Tesco pair up with various online
application as well as they also made their own in order to sell their clothing product online. To

gain more profit and advancement for the betterment of the company and enhance the consumer
attention towards them. Technology is also an opportunity to enhance the productivity and
profitability of the organization and overcome with the threat by their competitors. For the Better
performance of the technology this identifies the R&D activity which helps the organization in
better advancement and manage the rate change in the technology.
Recommendation
Recommendation marketing include the customer experience, wide range of product.
Company should implement the word of mouth publicity to their customer by giving them better
customer experience. Company adopted digital marketing for their fashion clothing product in
order to enhance their productivity and create better advancement. With the help of cross
functional program and activity conducted in the organization they can enhance the productivity.
Tesco vision is clear in order to gain the profitability therefore, they should enhance the stability
and improve in their practices. As the marketing mix is an essential tool and effective strategy in
this. Through this organization get to know about the set of controllable, desired of the company
to influence the demand of the consumer in order to strategic the planning and execution of the
revamping of the clothing line by applying the marketing mix. The most successful brand also
get to improve their brand by promote their product and compete with their competitor.
Study marketing mix of product and provide justified recommendation
The 4P's of marketing mix product line of fashion brand of Tesco, is making revamping
of product that helps in raising organization productivity and efficiency (Karim and et.al, 2021).
By innovating products helps in enhancing brand value of Tesco through determining elements
of marketing mix. Through emphasizing this strategy helps in making products efficient and
boost organization productivity by working in respective manner. These are;
Product strategy- In responds to organization, by revamping of fashion product of Tesco
through establishing it into new manner. By providing better products through offers goods at
several stores expands organization profitability through developing fashion brand of products.
Through providing varieties of products in relevance to fashion brand helps in attracting
customers towards organization (Issock, Mpinganjira and Roberts-Lombard, 2021). The business
revamped fashion clothing products by using different tools to make it innovative helps in
making better and approachable product. As this helps in raising organization productivity and
profitability through developing products in innovative manner.

Pricing strategy- In regard to organization, it helps in facilitating productive role through
revamping of fashion clothing products of Tesco by providing affordable price to customers.
This helps in raising organization productivity and raises business production by maintaining
quality of products. By this satisfies needs and wants of consumer by attracting them towards
product of Tesco by lowering price of revamped product that helps in making sustainability
growth of business. Through providing products at affordable price consumer can easily
purchase products that satisfies their needs and desires in effective manner. It helps in raising
organization performance by attaining more customers towards Tesco that build reputation of
organization (Abedian and et.al, 2021). As consumer satisfied with price and arrive to purchase
products of business according to their needs and desires.
Place and distribution strategy- In terms of organization, the revamped of fashion clothing
products by providing these products at huge number of places. This strategy of place helps in
raising organization productivity and efficiency in desired manner. By expanding place of
products boost organization performance and helps in achieving desired goals of organization
respectively. To provide products at various places, consumers get easily goods according to
their needs without facing any inconvenience. It helps in emphasizing sustainability growth of
organization by distributing of products on different sectors. Through this raising organization
performance and enhance sector of business that builds Tesco reputation in market. This helps in
raising organization performance and boost their productivity by providing products at various
sector in marketplace of business.
Promotion- In order to organization, by emphasizing promoting strategy under business through
promotes revamped fashion clothing product on different channels of medium. Such as
promoting on magazines, social sites etc. that helps in gaining sustainability growth of
organization by working in respective manner (Lim, 2021). Through promoting products of
Tesco on various platforms helps in expanding organization profitability by attracting more and
more customers towards Tesco. So, by promoting revamped products of fashion brand boost
organization performance and helps in raising their productivity in respective manner.
Evaluation how organization can improve branding and enhance image and reputation in the
market:
Branding is one of the most important part in the business, without branding business can
not increase their reputation and product sales. Every business have their own style of branding,

they use various strategies to improve their branding, branding fuel the speed of business which
allow them to be effective in the market (Swaminathan and et.al, 2020). Many retail giant have
their own strategies to target audience in the market and improve brand image, Tesco one of the
largest retail company use various methods to improve their branding, these methods may
include such as:
Visual identity: it is very important for business to be visual represented in front of target
audience which means business may try to appear more in the eye of people, this way they can
improve their branding. When a business wish to reach as many people as possible as they have
to improve their brand which help them stand alone in the crowd. For today's modern business,
they need to focus more on online appearance as audience always stay active on various online
platform. Tesco always focus on 'visual check' where they mainly invest in appearing more
online, become online is not only the process business need to check the content which greatly
impact the performance of branding. Tesco need to show the value of its product through visual
presentation and need to create visual identity for the product and service.
Unique value: creating a unique value can be one of way of improving branding of the business
organization, unique value means the key valuable points of the company which have ability to
attract customer towards the brand. When business focus on showing the unique value of its
product to the target audience then they have greater chances to convert audience into customer.
There are various ways to improve branding of the business organization but showing the unique
value is one of the best method which can be used by the company. Tesco have wide range of
products which means they have unique value which allow them to attract customer. This
company can improve their branding by promoting the uniqueness which they have in their
products and services. Tesco need to show the value of its product and service to the target
audience and enhance the reputation with right branding strategy that can win the customer in
target market.
Promotional event: event greatly impact branding of the business, when business focus on
improvement of branding then they have to create various event which promote the benefit and
true value of event is been promoted. Tesco organize various event to increase their brand image
in the market, they focus more on high promotion which create a great impact for the company
(Kasapi and Cela, 2017). Although Promotional event are very costly and required more of the
budget, many business try to avoid promotional event but this can be one of the best way to

improve the branding of the company. Promotional event help company to show the benefits of
the product and service to the target audience.
More budget: when the business have budget then they can improve their branding, sometimes
branding and improvement process fail because of insufficient budget. It is very clear that brand
need budget to improve their branding, Tesco do not have insufficient budget to fund their
branding strategy they can put more budget in the advertising and promotion of the product.
Branding help company to increase the product value, these value can be promoted with the help
of more budget in the marketing process.
Brand positioning
Brand positioning is one of the most important part for business organization, this means
providing clear understanding to the customer about the brand and its value. Brand positioning
process require company to define the brand and its feature in the target market (Ruiz-Real,
Uribe-Toril and Gázquez-Abad, 2020). When business organization focus on improving brand
image then their positioning is automatically been improved. Tesco always focus on branding
because they know right branding unlock various benefits for the company mainly increase in
sales of the product and service. Branding success of Tesco allow company to position their
product and service in the target market. Every branding strategy help company to increase the
reputation of the product and service in the market, positioning help business to reach the right
audience and sell their product to the customer in the target market.
CONCLUSION
The information conclude about marketing plan of the organization which is Tesco. The
betterment and management of operation of the organization by which they will get profitability
and recognition in the market and in among their customers by which the organization leads
towards the target market. Report concludes the initiation in order to make the brand product line
more recognizable in the market and through the digital marketing and by applying marketing
mix in the competitive environment of the organization. By applying this organization also get to
know about their values, objectives and strategies which they use in order to gain the more profit
and stable management in the organization. Revamping the clothing product line marketing
strategies in the organization should be enhanced and improve the image and reputation of the
organization. This report concludes that organization has to be managed and operate their

strategy which help them to make the brand and product line recognize by the people and after
that company will get profit. The report marketing plan conducting through the enhancing Brand
of the organization and management in order to sustain organizations and the work efficiency of
the organization. The company should have to maintain the product line which they want to
enhance and manage accordingly to make the recognition in the market.

REFERENCES
Books and Journals
Chen, H., 2021, September. Discussion on New Marketing Mode Based on Collaborative
Recommendation Algorithm in Big Data Era. In 2021 4th International Conference on
Information Systems and Computer Aided Education (pp. 454-457).
Adams, P., Freitas, I.M.B. and Fontana, R., 2019. Strategic orientation, innovation performance
and the moderating influence of marketing management. Journal of Business
Research.97. pp.129-140.
Adamyk, K., 2019. PESTLE Analysis on Tesco PLC.
Pavliuk, T. and Noda, V., 2020. Analysis of competitiveness and competitive advantages in
today's market conditions. Management and Entrepreneurship: Trends of Development.
2(12). pp.91-104.
Swaminathan and et.al, 2020. Branding in a hyperconnected world: Refocusing theories and
rethinking boundaries. Journal of Marketing. 84(2). pp.24-46.
Kasapi, I. and Cela, A., 2017. Destination branding: A review of the city branding
literature. Mediterranean Journal of Social Sciences. 8(4). p.129.
Ruiz-Real, J.L., Uribe-Toril, J. and Gázquez-Abad, J.C., 2020. Destination branding:
Opportunities and new challenges. Journal of Destination Marketing &
Management. 17. p.100453.
Online
The home of fashion inspiration, 2021. [Online]. Available through;
< https://www.tesco.com/zones/clothing>