Comprehensive Marketing Plan Analysis for Tesco's Healthy Drink

This report provides a detailed analysis of Tesco's marketing plan, focusing on the launch of a healthy drink. It begins with an introduction highlighting the importance of marketing and then presents Tesco's marketing plan, emphasizing its strategic approach. The report includes a situation analysis, outlining the company's strengths, weaknesses, opportunities, and threats (SWOT). It also covers the STP model (segmentation, targeting, and positioning), detailing how Tesco segments its market, targets specific consumer groups, and positions its product. Furthermore, the report examines the marketing budget, monitoring, and control mechanisms, including cost-benefit and sales analyses. An evidence-based marketing plan is also presented, discussing market intelligence and competitive analysis. The report concludes by summarizing the key findings and referencing relevant academic sources. Overall, the report provides a comprehensive overview of Tesco's marketing strategies and their application in launching a new product.

Marketing
essential

Table of Contents
 INTRODUCTION
 Task 3
 Marketing plan.
 Importance of marketing plan.
 Evidence based marketing plan.
 Conclusion
 REFERENCES

INTRODUCTION
Marketing play vital role in any organization because all business activity
relate with marketing. It includes promotion, purchase and sale of
products and increase profit and productivity as well. Tesco is a British
multinational organization that founded in 1919. this presentation will
includes marketing plan and its importance.

Task 3
Marketing plan.
Marketing plan is a process and through this Tesco make strategy
for future. It includes goals, advertisement and all thing related
to products and condition of marketing. This plan also helps in
reach to target market through make solid business plan.
Situation analysis also do by Tesco through marketing plan.

Importance of marketing plan.
Marketing plan is very important for organization
because through this tesco minimize their
uncertainties that means through make effective plan.
Organization make plan on he bases of current trend
for future. That thing helps in reduce risk and helps in
improve business. All function also control through this
plan because it set goal and make objective. It mainly
focus on provide consumer satisfaction.

Marketing plan :-
 Executive summary:- Tesco is a British multinational organization. It
was founded in 19198 by jack Cohen. It do business at global level.
Products of Tesco includes supermarkets, hypermarket and
superstore. This plan was covered that objective of new launch
product, organization mission and vision. Situational analysis included
swot analysis and segmentation, targeting and positioning also
included in this plan.
 Objective :- Tesco launch healthy drink and it main objective is
provide better drink that hygienic for people. Its have main objective
is provide better quality products at lower price compare than
competitors.

Conti….
 Mission and vision :- mission of Tesco is launch healthy drink and
beat to all competitor through provide product at lower cost. Its vision
is improve performance and provide good products and services for
increase profit in future. In future it increase business because its
mission is well prepared.
 Situational analysis :- Tesco launch healthy drink so before launch
it analyse internal situation and environment of business. It is very
important because internal factor direct affected to performance of
business. SWOT analysis is a tool that use tesco for evaluate factors.
SWOT stands for S- strength, W- weakness, O- opportunity, T- threat.

Strength :-
Biggest grocery organisation :-
Tesco do business at global level
and higher sale so it is a strength
and it is beneficial for new product
healthy drink.
Superior technology use:- Tesco
use superior technology that
means latest technology and
innovations establish and adopt
by it for improve and increase
productivity and profitability.
Weakness :-
low cost strategy :- Tesco use low
cost strategy that means it
provide products to customers at
low cost so this thing is weakness
of organization and it reduce
organizations profit.
Poor operational performance in
specific countries :- some branch
of organization in different
countries and markets are not
perform effectively so this thing
effect to business and profit of
organization.

Opportunity :-
online shopping :- Tesco provide
online delivery of products that
means customers easily do
business online so that thing
helps in attract customers and it
is a opportunity for organization.
Expand business :- it easily
expand business in other
countries because it has
opportunity due to well grocery
market.
Threat :-
Increase competition :-
competition increasing day by
day so it is a main threat for
Tesco because sale reduce due
to high competition and
decrease profit as well.
Labor turnover :- now a days
labor wage rate increase so
organization has to pay more
money to them and and if it not
pay right wage so labor turnover
increase.

 STP :- this model stand for segmentation, targeting and positioning
and this model use by organization for make proper plan and
segment customers and market. These thing mainly helps in target
market and satisfy needs of customers.
 Segmentation:- tesco launch new product healthy drink and it
segment customers and market at homogeneous basis because
different types of people purchase products. According to age,
gender, income, occupation and population. These things make
different demand of products . Through this process organization
segment on geographic, demographic and behavioural basis so these
process helps in provide products according to needs and wants and
easily provide products. Customer attract through this process of
organization.

 Targeting :- it is also very important for increase sale because
competition increase and Tesco target to market according to they
segment. Healthy drink mainly purchase and use by all category of
people so it target to all type of peoples. In present time healthy
things not available and it also unhygienic so this thing increase sale
of this product. For target of market and improve business
organization also conduct surveys for understand needs and wants of
customers.
 Positioning :- through this element of STP model tesco make image
and position in mind of customers. For make position in market it
change their strategies and try to best perform compare than
competitors. Organization always wants to increase business and
profit so it position healthy drink in effective manner through
advertisement, technologies and social media

Budget :- it is a very important for every step of
business because without budget business do not run.
It is calculate in monetary term and tesco launch
healthy drink so it make budget and includes
manufacturing cost, distribution cost, packaging,
transportation, machinery and other cost.

Activities Amount ($)
Manufacturing 20000
Distribution 15000
Packaging 10000
Transportation 16000
Machinery 8000
Other expense 20000

 Monitoring and controlling :- this process is a last step of marketing plan
and after launch complete healthy drink so Tesco monitor market and
evaluate all activity that this drink earn profit or not. It monitor through
take feedback from users and if additional demand get by organization so
it produce products according to their choice and demand. Following
analysis do by Tesco for monitor and control :-
 cost benefit analysis :- through this analysis it evaluate about profit so for
that it subtract to profit from cost. This analysis also helps in evaluate
cost and benefit of organization that earn through healthy drink. Profit
earn in huge amount so it launch successfully and marketing plan also
very effectively work.
 Sales analysis :- this analysis do by organization on basis of sales of
health drink. Through this it easily analyse that target sale match with
actual sale or not.

Evidence based marketing plan.
 Situational analysis :- Tesco hold large market share in grocery
sector in whole UK. 27.8 % share of grocery keep by this
organization. Large level business do by organization at global level
because it products includes supermarkets.
 Market intelligence :- Tesco face high competition because many
other organization come in market with same products and same
size. Like wait rose, Aldi, Sainsbury etc.
 assessment :- before entrance in market Tesco research market and
evaluate situation and condition of market. It also expand their
business through provide online product.

 Research and reality check :- market change frequently so
organization also research in continue basis for know about condition
and establish coordination.
 Test :- organization use many source for promote their products
because effective promotion of products increase sale and
performance of organization.

Conclusion
 From above study it has been summarized
that market plan is helps in make systematic
plan and it also includes marketing mix that
have 7 p's. Swot analysis covered because
through this internal condition of
organization evaluate.

REFERENCES
Books and Journals
 Lane, P., 2016. Human resources marketing and recruiting: essentials
of employer branding. Handbook of Human Resources Management,
pp.23-52.
 Baker, M.A. and Magnini, V.P., 2016. The evolution of services
marketing, hospitality marketing and building the constituency model
for hospitality marketing. International Journal of Contemporary
Hospitality Management. 28(8). pp.1510-1534.