Developing a Marketing Communication Plan for Tesco Brand

This report provides a detailed marketing communication plan for Tesco, including a brand audit, target audience identification, marketing communication objectives, advertising creative strategy, and marketing communication mix proposals. It covers various aspects such as sales promotions, personal selling, public relations, and direct marketing. The plan also includes a media plan with target channels, frequency, cost, and duration. Furthermore, the report discusses Tesco's management plan focusing on operational effectiveness and customer value. A reflection on team plan development and personal role is also included, highlighting the importance of communication mix elements for Tesco's improvement. Desklib offers a variety of solved assignments and past papers to aid students in their studies.

Marketing
Communication

Contents
INTRODUCTION...........................................................................................................................................4
Marketing Communication Plan..................................................................................................................4
Brand audit..............................................................................................................................................4
Brand audit..............................................................................................................................................4
Targeted audience...................................................................................................................................5
Marketing communication objective.......................................................................................................6
Advertising creative strategy...................................................................................................................6
Marketing communication mix proposals...............................................................................................6
Media plan...............................................................................................................................................8
Management plan...................................................................................................................................9
Reflection on team plan development and personal role.......................................................................9
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................11

INTRODUCTION
A marketing plan also includes marketing objectives and a method for achieving them, such
as gaining a competitive advantage, increasing the quantity of items, and expanding delivery
options. A method for educating their target consumer population about their item or service is a
marketing communications plan, or marketing and communication plan. The targeted audience,
or the particular group designated for a commodity, must be included in the strategy once it is
offered. This report based on the Tesco brand, whenever it related to food shopping, Tesco is
undoubtedly one of the most well-known retail brands in the United Kingdom. Users might not
be aware, though, that the business also faces competition from other businesses, including
household goods shops and grocery stores (Jensen, 2017).
Marketing Communication Plan
Brand audit
Tesco has a great brand image which assists its marketing initiatives tremendously. The
business conveys its content to its clients through publications, radio, as well as other mediums.
Tesco is a potent retail brand with a track record for affordability, accessibility, and a large
selection of goods all at one location. Tesco, a leading company, is the biggest supermarket store
in the UK. Tesco is in a great situation to reduce costs and stave off rivals because to
efficiencies.
Since it creates customer satisfaction, confidence, and familiarity, the Tesco brand is
significant. Those principles assist Tesco's main UK retail Supermarket Company develop while
also supporting Tesco's effectiveness in new enterprise areas such as e-commerce, financial
institutions, and non-food purchasing. Tesco has increased its focus on the in-store encounter of
its consumers as a consequence, encouraging them to stay longer in the shop. Customer care has
received more attention, and staff members are now more visible on the shop floor.
Brand audit
While making business decisions, Tesco's marketing process is influenced by a range of
external and internal environmental factors, both intrinsically and extrinsically. Environmental
analysis is often used to detect geopolitical, economic, social, cultural, technological, and
regulatory macro-environmental variables that influence Tesco's marketing decisions. However,

micro-environmental factors are connected to the effect of partner organizations, and also the
level of competition in the supermarket industry at large.
PEST analysis:
Political: Since TESCO operates on a worldwide scale, international diplomatic issues have a
significant influence on TESCO's success, which includes taxation rates, legislative actions, and
the integrity of the nation wherein TESCO is based. Numerous governments are urging shops to
create jobs for the local community as a result of the ongoing instability in the world.
Economical: Leverage costs, demand, earnings, and pricing are all components of the economy
that are affected. As a consequence, TESCO has to be aware of how many policy-related
circumstances are increasing, including how taxes are increasing and other variables that are
affecting monetary comfort.
Social: Trends show that UK consumers are leaning towards mass buying and one-stop buying as
a result of many shifts in society factors. In terms of sales, TESCO increased the variety of non-
food items.
Technological: The technological component that has had the most impact on Tesco is the rise in
the use of new technology, such the internet, whereby their customers may make purchases and
they can afterwards provide a delivery service.
Targeted audience
Tesco's target demographic is therefore those who are engaged in deals and promotions,
appreciate variety, and are expense. It implies that Tesco serves as many potential consumers
without regard for the type of client served. Tesco is a discounted store; therefore it attempts to
satisfy more clients with similar needs rather than distinguishing them. A proportion of
customers go over to Tesco for comparable needs, which really are lower-cost goods.
Positioning strategy: Tesco's beauty and wellbeing product portfolio largely addresses its
customers through experiential marketing. Multi-segment positioning is a distinct sort of
positioning that uses various items to simultaneously target many sections. Tesco utilizes inter
placement extensively. Additionally, Tesco has a loyalty programme that offers customers
rebates after a predetermined amount of time. Users will accumulate points in this incentive plan

based on the amount they pay. Tesco would then give the customer a payment certificate for the
precise set of characteristics earned. Tesco is using this strategy to portray itself as a corporation
that cherishes its customers and pays refunds in consideration for their continuous patronage.
Marketing communication objective
The current goal of Tesco's marketing strategy is to win back stakeholders' confidence in the
brand.
(a) Increasing Tesco's sales revenue by £30 million.
b.) To improve Tesco's brand impression among consumers.
c.) To urge Tesco customers to remain loyal to the company.
d.) To integrate different marketing communications tactics in order to increase its market
revenue.
Advertising creative strategy
Tesco promotes through billboards, tv advertisements, and charitable initiatives.
Furthermore, it makes really good use of collected from online and bargains such as "buy one,
have one free." Tesco may segment and market its customers by using a loyalty card known as
the "Tesco Clubcard." Tesco's marketing strategy is to satisfy customers' needs and wants in
terms of goods, pricing, distribution method, and positioning campaigns to the fullest extent
possible. Tesco has an edge over its competitors and has grown to be one of the largest brands in
the world because to its strategic marketing approach.
Marketing communication mix proposals
The instruments that employ to interact with business consumers or potential customers are
included in the communications mix. Marketing, social networking sites, product packaging,
direct mail, websites, events, exhibitions, and so on could all be used for this.
Promotion of Sales: Sales promotions will also be utilised in Tesco's marketing campaign.
Direct marketing, among the most commonly used elements of the marketing tools, combines
both statistical power and non-media-based messaging to enhance client demand and promote
sales. It entails using a range of techniques to encourage customers to make long-term buys. The

objective of this two-month publicity strategy, which begins in mid-June 2021 and ends in mid-
August 2021, is to raise Tesco sales by 30%. As part of the payment campaign, free samples of
some of the commodities that clients are more likely to demand during the summertime, such as
sunscreen treatments, will be distributed. Other great advertising strategy is to use the purchase
one, get one tactic. With this approach, the promotion will put a focus on items that are currently
subject to a buy thing, take one discount and promote it over a range of corporate messaging
services to persuade clients to take opportunity of bargains those who may be unaware of. Such
material will be disseminated online, on posters in key positions throughout large metro areas,
and in publications. The entire marketing strategy will be marketed on traditional media such as
television and video.
Personal selling: Selling on the side Tesco may utilize the promotional tactic of personal selling
to carry out in-person marketing. This tactic is hiring salespeople to promote goods to customers
utilizing their demeanor, disposition, and in-depth technical expertise. Due to the high cost of
this marketing strategy, most shops do not employ it. Company wants to take this into account
because it is crucial in company dealings.
Public relation: Additionally, Tesco will use PR campaigns to promote the promotional
campaign to the general community. For example, one way to do this is to host fundraising for
charitable causes. The audiences will learn much more about business model and Tesco in
specifically as a result of these actions.
Direct Marketing: Direct marketing must also be used in the digital marketing endeavor.
Notwithstanding the being guarded for just last, direct marketing is an essential technique for
marketing communications because it facilitates businesses to effectively interact with customers
directly throughout a range of media, such as email accounts, web sites, digital advertising, cell
phone texts and emails, market analysis, gathering allotment, booklets, marketing
communications, and broadsheets.
This quantity of answers is crucial since it is one of the objective measurements that
advertisers have used to evaluate their marketing campaigns. Nevertheless, those who decide not
to subscribe or order the item sometimes include a reason for their decision, and this information
may be used to enhance the item quality offered to select customers. The opinions of certain

customers also allow advertisers to extend their offers that ultimately result in a transaction.
Tesco must use direct marketing advertising in its effective promotional effort due to many
benefits.
Promotion: When it comes to branding and advertising, Tesco is the benchmark. Its main selling
point sets it apart from other grocery chains with its affordable prices. It has used TV
commercials, supported charity causes, provided discounts to spread the word, and many other
methods. From all of these factors, people solely concentrate on the inexpensive pricing.
Additionally, it makes tempting offerings to prospects, making it simple for clients to locate
deals like "buy one, get one free" or half off, etc., and feel as though they saved a ton of cash.
Internet shopping, meanwhile, is less expensive than traditional ones. But it doesn't provide them
the options they desire. When clients cannot afford further purchases, this becomes challenging
to persuade them to do so.
Media plan
Media
channel
Target
audience
Frequency Cost Duration Monitoring
and
evaluation
TV 18 – 70 +
year
Weekly 1 million 2 Months Monthly
Radio 45 – 70+ year
old
Daily £ 500,000 2 Months Weekly
Newspaper 4+ 45 £ 300,000 2 Months Weekly
Online 18 – 45 year Twice daily £ 200,000 2 Months Daily
Social media 18 – 55 year Twice daily £ 400,000 2 Months Daily
Billboards 18 – 70+ year Twice daily £ 400,000 2 Months Monthly
Direct mail 18 – 70+ year Twice daily £ 200,000 3 weeks Bi Weekly

Scheduling, observing, and assessing: This integrated marketing communications campaign's
planning, reporting, and assessment are crucial since they will help to boost efficiency and
provide the intended outcomes. This really is due to the fact that it has influence over how
activities are carried out, crucial elements like if they are finished on time, and the degree to
which each activity benefits to the campaign's above-mentioned objectives. Supervision will
result in remedial measures to lessen the circumstance if the assignments or marketing
advertising actions fail to keep in mind the campaign's goals.
Management plan
Tesco's strategic planning prioritises increased operational effectiveness, security, and
productivity. They concentrate on providing value to their client base and distribution network to
maintain a competitive edge at a lesser cost. They make sure to value their investors in order to
preserve capital outflows and allocating resources. Tesco's approach should be examined and put
into practise at various organizational and individual levels in big enterprises. These several
layers of strategy ought to be interconnected and mutual benefit. The corporate strategy of Tesco
identifies the markets which also will operate and directs resources toward turning distinguishing
skill into strategic edge.
First and foremost, Tesco has to draw customers away from non-food items and toward food
items. To do this, companies don't need to focus their advertising more on non-food items;
instead, they may urge their clients to eat lots of fruit, veggies, and seafood. Additionally, they
ought to place greater focus on the advertising of selling of their own-label items in order to
sway consumers away from their customary preference for branded goods.
In addition to considering the number and quality of their goods, managers must also examine
the quality of their workforce. Setting up training programmers will be suitable for assessing the
performance of their workers, allowing them to get extensive product information and more
importantly, preserving the organization’s goals in each worker.
Reflection on team plan development and personal role
During this media plan I made team of 4 people in which every member take different
responsibility as per the abilities. I have taken responsibility of collecting information about
communication mix elements that helps to Tesco to improve their activities in effective manner.

I utilise my current communication abilities to get necessary information and on a steps to get rid
from every responder who was an excellent employee at the time of the survey. In order to
optimize my professional expertise in the upcoming particular timeframe, I will be focusing on
some of the ethics and confidentiality of the respondents-related difficulties that I encountered.
CONCLUSION
The strategies and techniques used by businesses to communicate with their current and
potential consumers regarding their supplies of goods and services in a distinctive and
imaginative way are referred to as advertisements. Only with aim of convincing the clients to
partake in the purchase of the product and services, the message communication can either be
active or passive in character.

REFERENCES
Books and Journal
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Krizanova, A., and et.al., 2019. The effectiveness of marketing communication and importance
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development of community-based tourism enterprises: Voices from the field. Journal of
Sustainable Tourism, 26(8), pp.1325-1343.
Teichert, T., and et.al., 2018. How to implement informational and emotional appeals in print
advertisements: A framework for choosing ad appeals based on advertisers' objectives
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Martin, S.L., Javalgi, R.R.G. and Ciravegna, L., 2020. Marketing capabilities and international
new venture performance: The mediation role of marketing communication and the
moderation effect of technological turbulence. Journal of Business Research, 107,
pp.25-37.
Jensen, R.W., 2017. Case 1 Bringing the National Football League’s Super Bowl to the big
stage: the marketing and business aspects of Super Bowl XLVII. In International Cases
in the Business of Sport (pp. 27-33). Routledge.