Marketing Essentials Report: Tesco PLC Healthy Drink Launch

This report provides a detailed analysis of Tesco's marketing plan for the launch of a healthy drink. It begins with an introduction to marketing essentials and an executive summary outlining the plan's objectives. The report then delves into the application of the STP model (segmentation, targeting, and positioning) to identify the target market. A situational analysis, including SWOT and PESTLE analyses, assesses the internal and external environments. The 7 Ps of the marketing mix (product, price, place, promotion, process, people, and packaging) are thoroughly examined. The report includes a monitoring and evaluation section, along with a budget and implementation strategies. The conclusion emphasizes the importance of the marketing plan in promoting and developing new products, summarizing the key components such as SWOT, PESTLE, 7 Ps, and STP model, and the significance of market monitoring and evaluation.

MARKETING
ESSENTIAL

Table of Contents
 Table of Contents
 LO3
 P4. Produce and evaluate basic marketing plan.
 References
 Books and journals

INTRODUCTION
Marketing Essentials refers to all the important elements that are
required in the marketing function of the company that leads to the
generation of the sales revenue and promote the products of the
company. This presentation is based on Tesco Plc, which is a
multinational British company that deals in supermarkets and groceries
retailer in England. The presentation will also include the evaluation of
basic marketing plan for the organization.

P4. Produce and evaluate basic marketing plan.
Executive summary :-
 This report included aim and objective of launch
healthy drink so it also used STP model for segmentation,
targeting and positioning of product in market. Situational
analysis also covered by this plan because it helps to evaluate
market condition. 7 p's included in this plan and it contains
elements like people, price, place, promotion, packaging,
positioning and people. Monitoring and evaluation is very
essential part of marketing plan because it helps to evaluate
about product that customer will buy or not. Then organization
prepared budget and then implement product and plan in
market. Tesco is a retail organization and largest grocery
organization. It was founded in 1919 by jack Cohen.

Aim :-
 “To provide healthy drink and establish long term
relationship with customer. A study Tesco”.
Objective :-
 To determine strategies involved in the launching of healthy
drink in market.
 To raise the sales by 15% and customer base by 10% within 6
months.
 To attainable high response from customers about healthy
drink and produce with low cost to increase profit.

 STP (segmentation, targeting and positioning) :-
STP model is use by Tesco to target market for launch healthy drink in
market because through this model they easily segment to customers
and target them. This makes easy to evaluate market and needs of
customers.
Segmentation :- it is an element of STP model that use by
organization to identify customers needs and wants and then segment
on the bases of collected data. The marketing manage of Tesco,
segment the customers who have same need of product, so they
segment according to age group, income and lifestyle of customers who
have same need of product. This segmentation of customers helps
Tesco to produce healthy drink according to demand of them.

 Positioning :- It is a last element of this model and
through this it evaluates to resources. It provides
Online delivery of healthy drink and also provide on
reasonable price for take position in market.
Through this process Tesco make effective image in
mind of customers through provide products on
affordable price. It set price according to customers
for attrct to them and set price according to them.

Situational analysis :-
 Tesco analyse the internal and external situation of organization and
market condition. Internal and external both situation majorly affected
the organizational performance.
 They use SWOT analysis to evaluate internal environment because it
influenced organization and it performance direct. SWOT stands for S-
strength, W- weakness, O- opportunity and T -threat.
Strength :-
 Tesco is a very big brand and largest brand of grocery product and lead
to large market share.
 It has also strength of variety of products that means it provides different
types of products according to customers.

Weakness :-
 Tesco has weakness that it impacted during financial crisis and
due to this its profit level reduce.
 It does not spend more money on marketing research.
Opportunity :-
 Tesco has opportunity to expand their business in many other
countries.
 It can also expand supply chain at global level and increase
sale.

Tesco use PESTLE analysis to evaluate and analyse external
environment because it also put adverse effect on organization's
performance and profit as well.
 Political :- This factor includes taxation, rules and
regulation of government. Company operates their business at
global level and if tax rate increase so organization has pay
more tax on export of healthy drink. This thing put effect on
their profit. But it is beneficial for organization because it has
to also follow to quota that helps to stop excess import.

 Social :- This factor put major effect on organization because of the
choice, needs and wants of customers changing frequently. Tesco
affected through these things because they have to change product
according to demand of customers and conduct market research time
to time and it consumes more cost and time. If they understand
customers wants and needs and provide product so it reputation
increase and customers shows loyalty and attract.
 Technological :- day by day technologies and innovation
increase and Tesco has to adopt the latest technology to produce
effective drink because different people have different demand so it
also consumes more cost. It also put positive effect that less cost
consume and develop production process.

Marketing Mix (7 p's) :-
 Product :- Tesco launch healthy drink and provide to all types of
customers.
 Price :- Pricing strategy of Tesco for healthy drink is affordable that
helps in increase demand of customers. It also provides discount offer
to them for increase sale. It use penetration price and it helps in take
place in market for long time.
 Place :- It launches and deliver to healthy drink in supermarkets, store
and online. But it majorly focuses on online service.
 Promotion :- Tesco promote healthy drink through social media,
internet and business developers