Developing a Marketing Communication Plan for Tesco: A Detailed Report

This report provides a detailed analysis of Tesco's marketing communication plan, utilizing the SOSTAC model for situational analysis, objective setting, strategy development (STP), tactical implementation, action planning (Gantt chart), and controlling through KPIs. It outlines the individual's role and contribution in the plan's development, reflecting on team performance and individual learning experiences. The report also discusses relevant marketing communication theories and concepts, such as the AIDA model, explaining how Tesco can attract attention, generate interest, create desire, and drive action among its target customers through various marketing channels like social media and direct mail. The conclusion emphasizes the importance of marketing communication in maintaining customer relationships and achieving business objectives.

Individual marketing
communication plan

Contents
Introduction.........................................................................................................................................3
Main body............................................................................................................................................3
Marketing communication plan.....................................................................................................3
Role and contribution in development of plan..............................................................................7
Reflection on team plan, performance and individual learning...................................................7
Theories and concepts of marketing communication....................................................................8
Conclusion............................................................................................................................................8
References............................................................................................................................................9

Introduction
The marketing communication is technique which company and business individual
make use for conveying promotional messages regarding the products and services. In
organisation marketing communication is important for increasing the sales volume by
persuasive, informative and positive messages. It offers new evidences by inspiring messages
about product and services. The marketing is considered as essential functional area of
business which includes communication and promotion of offerings that helps in attracting
and retaining of potential customers (Andrei, A.G., and et. al., 2017). The marketing
communication is described as all media and messages which company deploys for
facilitating communicate in market. It has two goals: first, to build and maintain demand, and
second, to position the product in the minds of target buyers by using communication
methods. The report is based on Tesco. It covers the marketing communication plan,
individual role and contribution in development of plan. Further, the report will involve
reflection on team plan, performance and individual learning along with some theories and
concepts of marketing communication.
Main body
Marketing communication plan
This defines to strategy for notifying the target customer viewers regarding the
product and services. The organisation take use of this in directive to influence the targeted
areas and market by having effective communication with its clients so as to help them in
uphold strong relation between customs and target market by promotion and advertisement of
products with appropriate channels and mediums. With the support of consumers, a
marketing communication strategy is used to establish a strategy through which targeted
customers can be linked and a proper investment with correct resource distribution can be
analysed (Bast, J., 2021). It assists in maintaining a distinctive selling proposition for clients
as well as meeting their demands in the market through numerous channels and mediums
such as online advertising, direct marketing, events, traditional marketing practises, and many
more. With the help of SOSTAC model the marketing communication plan is developed
which involves several factors.
Situational analysis

This method is used by mangers for analysing the organisation internal and external
environment so that there can be understanding of organisation capabilities customers and
business environment. It involves the analysis of PESTEL framework for determining
external factors which have affect on organisation working.
 Political- This is associated with the political environment of state in which it has its
operations. It involves the factors of tax rates, political stability, unemployment rate.
The financial instability in world, government encourage retailers for generating job
opportunities and increases demand for its products and diversifies it workforce.
 Economic- The leverage cost, demand and profit are main factors for Tesco which
ensures the business to be alert of any changes in policies like taxation or any other
factors affecting accessibility of finance (Bhengu, N. and Chiweshe, N., 2019).
 Social- The social changes, trends indicate customer in UK is moving towards bulk
shopping and one-stop shopping. The Tesco has increased number of non-food items
that is obtainable for sale and necessitated by consumers by influencing their beliefs
& attitudes.
 Technological- The Tesco has got several opportunities through advancements in
technology. There is development and introduction of online shopping facilities for its
consumers and self-service checkout points is provided for convenience and ease for
customers.
 Environmental- This is related to the factors of ecological which involves weather
condition, climatic etc and Tesco is committed towards reducing of its carbon
footprint by adopting several ways of operations. It is also minimizing the waste
formed in stores by increase of social conscience in customers (Kim, S.H. and Lee,
S.A., 2020).
 Legal- There is direct impact of government policies and regulations on the
performance of Tesco. The company is required to follow several legal laws for
employees and company safety.
Objectives
The company set goals by using SMART objectives which is refers to smart,
measurable, attainable, relevance and time frame. The objective of Tesco is to become
leading supermarket by offering of its quality services and products at low cost as they are
cheaper than their competitors which can be measured by attracting more customer leading to

customer satisfaction (Kusumasondjaja, S., 2018). It can be attained by using of quality raw
materials nad several promotional techniques. The timeframe is long term.
Strategy
This involves the analysis of STP which comprises element of segmentation, targeting
and positioning.
 Segmentation- It is process which involves grouping audience based on common
characteristics involving geographical, demographic, behavioural and psychographic.
The Tesco will segment its target audience based on the demographics characteristics
that involves age, gender and income etc. It is also segmented on retail and
departmental stores (Ozanne, and et.al., 2020).
 Targeting- This is described as procedure of targeting particular audience from big
population. The company will target to middle class and premium class households.
 Positioning- This is procedure where company tries to positions itself in people
minds. For positioning the Company will take use of digital medium & technologies
such as email marketing, social media. It is retail store which help customers in
getting their daily needs and offers quality products.
Tactics
This involves the marketing communication tools which defines to set of tools that are
designated with task for communicating with target audience in order to achieve aims. The
Tesco will take use of following tools for attaining the objectives.
 Social media- The organisation is allowed to engage with the audience along with
this information is provided about the offerings. this involves take use of several
social media channels such as Twitter, Instagram, Facebook etc. which are valuable
tools that will create awareness for customers regarding the product and services
(Sydney-Hilton, E. and Vila-Lopez, N., 2019).
 Direct mail and catalogues- The online presence and increase of digital world, helps
in generating leads through direct mail along with offer benefit of online marketing.
the high response is generated and used for attracting large base of customers for
increasing sales.
Action plan

The company will take use of Gantt chart which is a graphival representation of
project schedule. The action plan helps in outlining actions which is needed for reaching one
or more goals. The company is required to follow several steps in order to its performance by
defining its goals and steps to be followed then tasks are prioritized and deadlines are added
by setting milestones (Valos, and et. al., 2017). After that company will identify the resources
and visualize action plan by monitoring, evaluating and updating. This is in kind of bar chart
which shows the start and end dates of several elements of project that involves task,
dependencies, resources etc. The Gantt chart is prepared in context to marketing
communication plan –
Controlling

It is a procedure in which the project's job and metric are monitored to verify that it is
within budget, time, and scope, with the least amount of risk possible. It is the process of
regularly monitoring the plan's performance. In the case of Tesco it will employ key
performance indicators to help measure and track the achievement of the quantified goals.
Conversions will be used as the KPI for social media by the organisation (Vyas, M. and
Panesar, A., 2019). The conversion rates will be the KPI for emails so that tracking may be
done. The conversion rates will aid in determining the strategy's true progress.
Role and contribution in development of plan
The contribution in the development of marketing communication plan helped lot. Bu
developing the effective marketing communication plan it helped in knowing the strategies
and tactics that a company can adopt for moving its products, services and ideas from
manufactures to end users by building of effective relationship with the customers, prospects
and other important stakeholders in company. The individual contributed in development of
plan by making extensive research on the company. Through this it helped in knowing
several factors which can affect company performance and operations. This contribution
helped individual in development of its knowledge, and several skills, abilities. The
marketing communication plan integrates the market research, audience segmentation,
strategic planning, marketing channel selection and several other features in directive to
attain the extreme influence of the marketing by having effective contribution of individual
and team in development of plan.
Reflection on team plan, performance and individual learning
From the above marketing communication plan, it helped me in learning performance
and team working, by making effective plan I was capable to work in team by creating which
leads to enhancement of my performance. The development of plan also developed my
learning and knowledge in respect to the marketing communication as it is very essential for
any company in order to communicate its product and services to its target market. With the
plan it also helped me in knowing strategies and promotional tools that will help company in
its growth. There is also development of my skills and capabilities which can be used for
effective development of marketing plan leading to improvement in my performance. The
team members are encouraged for having effective thinking.

Theories and concepts of marketing communication
The AIDA model is used in marketing throughout the procedure of acquiring any
product or service. This model is usually used in digital marketing, sales strategies and public
relation campaigns etc. The AIDA model stands for attention, interest, desire and action
which is as followed in context to Tesco.
 Attention- In marketing it is first step which have focus on how to attract the
attention of consumers. The company in context to Tesco, will create the campaign
for its products prior to launch, promoting awards, qualification etc and reinforce
through direct marketing campaign to target customers groups.
 Interest- In this business starts working on increasing potential customer interest
level by making consumer aware the product or services. The Tesco will execute the
direct mail campaign for its product that is offered to customers (Xu, and et.al.,
2017.).
 Desire- In this stage the goal is developed for making consumers desire which moves
their mindset after consumer is interested in product or service of Tesco. It will launch
several events which can be advertised through local press and social media.
 Action- The eventual goal is to determine the receiver of marketing campaign for
recruit action and acquisition of product or service.
Conclusion
It has been concluded from the above that, marketing communication is an effective
medium for maintaining a connection with targeted clients as well as allocating and
connecting with business relationships in the marketing sector. Communication strategy
refers to the techniques by which all types of clients can be connected and targeted with
certain items, which can be done through digital channels such as Facebook, Instagram, email
marketing, and advertisements, among others. Furthermore, it is determined that in order to
collect funds and maintain control and monitoring of those funds, they employ the use of a
KPI benchmarking tool. The development of marketing communication plan helped in
formulating several strategies for communicating the company products. moreover, the
reflection is provide on the team plan, performance and individual learning along with the
contribution in developing effective plan.

References
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Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean
customers' coffee shop brand evaluations. Journal of Hospitality and Tourism
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Kusumasondjaja, S., 2018. The roles of message appeals and orientation on social media
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Ozanne, L.K., Ballantine, P.W. and Mitchell, T., 2020. Investigating the Methods and
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