Marketing Fundamentals: TESCO's STP Strategy and Marketing Mix Blogs

This report delves into the marketing fundamentals of TESCO, focusing on its segmentation, targeting, and positioning (STP) strategies, as well as its marketing mix. The analysis is presented through a series of blog posts designed to increase awareness among the target audience. The blogs cover various aspects of TESCO's marketing efforts, including promotional offers for wines during the Christmas season, ethical and sustainable fashion initiatives in England, support for local food producers through the 'Local Food Makers' campaign, the 'Everyday Low Price' model, community engagement through local sports club partnerships, and the 'My Tesco' loyalty program. Each blog post highlights a specific marketing approach employed by TESCO to connect with customers, promote products, and foster brand loyalty. The report concludes by emphasizing the importance of effective communication and customer engagement in achieving marketing goals.

Marketing Fundamentals

CONTENTS
INTRODUCTION......................................................................................................................1
BLOG – 1...................................................................................................................................1
BLOG – 2...................................................................................................................................2
BLOG – 3...................................................................................................................................3
BLOG – 4...................................................................................................................................4
BLOG – 5...................................................................................................................................5
BLOG – 6...................................................................................................................................7
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

INTRODUCTION
Communication plays a very crucial role in the marketing processes. A business can
attain its desired goal, if their offerings are communicated effectively to the target audience
and market (Dahl, Eagle and Low, 2015). Keeping this in intellect, the current research report
aims to comprehend the process of segmentation, targeting, positioning and marketing mix of
a chosen company through using blogs as a part of the communication activity. The company
chosen in this assignment is TESCO. A series of blog post will be developed for increasing
awareness of the target audience.
BLOG – 1
A Superfluous Exceptional Christmas
People are surprized to determine that the wines they loved in a blind taste test came
from one and only store “TESCO”. In the middle of 1stNovember to 31st December, we are
providing best offers and deals in our extra special wines. Many couples have come forward
and participated in a blind taste test and we are happy to share their reactions here. One of the
famous personality of television Michael also correctly guessed four out of five wines
comprising Tesco extra special wines. He didn’t believe at first that the champagne and wines
he tasted was from Tesco and was completely in shocked when his wife revealed about their
source. So, come fast and grab the opportunity and avail huge discounts on special wines of
our store this Christmas (Cass, 2017).
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“Wine is not just a means of transportation for egomania, promotion of self and self-
importance, it is rather a thing which helps in sub-merging egos, attitudes and comprehend
what is inside the glass bottle”. Come and grab your bottle and sub-merge into the sea of
emotions, egos and understanding this Christmas Eve. Discounts are on below mentioned
product categories
Name of the product Country Grapes Was Now
Yellow Tail Chardonnay Australia Nebbiolo
£15.00
£9.99
Oyster Bay Sauvignon
Blanc
New Zealand Grenache Syrah,
Mourvedre
£14.50 £9.67
Hardys Crest
Chardonnay
Australia Pinot Noir,
Chardonnay
£12.00 £7.99
19 Crimes Red Wine South Eastern
Australia
Malbec £9 £6
Wine does not solve any problem, but nor does the milk. So what are you waiting
for!!!
Come and grab your bottle fast before it is too late. Stay tuned for more offers and discounts.
Comment your needs and we will plan a best offer based on your recommendations.
BLOG – 2
A novel local store formula for Tesco, England
How can we make more ethical choices?
Tesco stores in England will soon going to provide more enhanced services to its
valuable fashionable customers popularly called as a modern shoppers of today fast paced
world. it will going to involve different services such as on demand printing, repairing,
altering, selling and renting of clothing. Now, the people of England will get a chance to get
personalized clothes with print on demand services by Tesco. This is will be a unique service
as it is still not offered by any of the giant super markets operating in this range (McKay-
Nesbitt and Yoon, 2015).
The new thing is that Tesco will going to provide space for the local brands in the
store along with this, the brand will going to initiate with live streaming shopping. Head of
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the marketing and communication department of the store attributed that we as a team want
to see our client to shop in a certainly novel manner. Nowadays, people are becoming more
and more conscious and aware about the type of clothes being wear by them and are also
daily searching for varied ways of purchasing and using fashion. Tesco always had an
objective of making more sustainable fashion and clothing which is easily reachable to each
and every target audience. With this new service in board, we hope that we will be able to
inspire clients in a novel manner in making varied choices. England is the first city where we
are introducing this transformed retail formula, which is why the local agency has created a
local campaign. A special and distinct feature of the brand which has been carrying out
leading overseas campaigns from past several years. In the video, the people of England will
speak in regards with what they found significant. A shift in the culture is being going,
desires along with the values of people are also changing. Seeking support from this
campaign we desire to reflect that Tesco listens to its surroundings at a domestic level and is
also open to alter its processes.
Urban impact
The video campaign will going to lift-off for six to seven weeks and will comprise
through out-of-home. Social media plays a very crucial role in marketing and thus, out
Instagram page will provide a stage to each and every one with innovative concepts for an
enhanced experience of shopping.
BLOG – 3
TESCO & local sourcing
We are continuously in search for the premium local producers of the nation
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When consumer make purchases from the giant retailers of the nation, it does not
specifically means that they will going to miss purchasing great products which are locally
grown, at least not as per one of the biggest super markets chain of United Kingdom.
Consequently, Tesco has created and launched a new campaign known as “Local Food
makers” for supporting the native societies of UK and providing products from those
manufactures who can satisfy the needs of customers that demands local tastes in food just a
few step ahead of Tesco stores. In addition to this, events have also been planned for inviting
local food retailers for presenting their merchandise at a native society location. We have
added around 1000 more products which are supplied from more than two hundred local
suppliers.
Is this is called as local marketing?
The answer is yes!!!!!!!
We at Tesco are learning new trends that nowadays people are desiring to shop local
products. Thus, we are also adapting a new range of product to the demand of the customers
and supply of the native manufacturers (Luxton, Reid and Mavondo, 2015). And yes this is
what local marketing strategy is. Seeking support from this campaign, we will going to search
for novel native food as well as drink producers which are desiring to work with us. With
this, Tesco will going to provide a helping hand to the local societies and economies, at the
same time nourishing our clients with foods grown in the local farms with local tastes.
Register
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interest
Want to supply to Tesco
Register your interest here!!!!!!
BLOG – 4
Everyday low price model
There are many chains of super markets which are expending from small cities to
metropolitan cities. One of the most important thing that allures the interest of people is low
pricing. As we purchase and sale in bulks, thus economies of scale are attained which cannot
be attained by local stores (Herman, 2015). Thus. We have a launched a new revenue model
for the people who are asking for low pricing products at Tesco. We are helping you by
launching a low price revenue model where you can buy low priced products each and every
day to make purchase from our stores. Products which you will get in offers are as follows:
Products
The Growers Harvest – It includes fruits, vegetables, wheat, rice, oats and so forth
Creamfields – Which is a diary range including milk, cheeses and yoghurt
Willow Farms for getting fresh poultry
Nightingale Farms for getting fresh salads
Suntrail Farms for having fresh citrus along with exotic fruits
We have come a long way with your support. You have given us what we wanted that
is “popularity” and now we have something huge, a sale that will bring joy!!!
You will going to get much of everything under these brand products at Tesco. Most of the
people are of the belief that the products which we label as exclusive are mostly from the
smaller or local brands. But, actually they are a brand though and we made them big and up
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through replacing the value range (Kitchen and Proctor, 2015). Therefore, when you will
going to purchase food from above mentioned ranges, you will understand and realize how
they are cheaper and best value as stated by TESCO. Additionally, the customers will also
going to discover several products which falls under the brand product range of Tesco and
were all a sub-section of the Aldi price match to. To be honest, the product of these food
ranges also have a good quality!!! Says one customer: we always eat the products offered by
Tesco brand product range – Why to pay more for same kind of thing?
BLOG – 5
Supporting local communities
As per the salesforce studies around seventy six percent of the customer anticipate
businesses to comprehend their wants and desires. One manner of conducting this to provide
a customized shopping experience to them. Nevertheless, for the retailers having
multinational as well as domestic stores, this is not an easy tasks. Different researches have
reflected that most of the people have preference of shopping from a local retailer for having
customized experience along with getting different merchandise and services. It is very safe
to utter that localization is an important victory element for campaigns related to retail
marketing. That is the reason, we at TESCO makes effort to execute a local marketing
strategy. This kind of marketing is not just for small as well as local businesses however it
plays a crucial for global or national marketing campaign as well. Through this, we will be
able to link with local customer’s stores (Danaher and Rossiter, 2017). Seeking help from this
campaign we will be able to make our clients feel personally involved with our brand.
“Think global and acting local” is our campaign aimed to behave locally. In this campaign we
have plan a new scheme for the customers wherein they have to collect trading cards of their
own team. Each and every stores of Tesco has partnered with the local sports club and
gathered photos of their young players and developed a local sports club album. With every
purchase of €10 at the store, client will receive one pack of sports cards.
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This is being regarded as an outstanding illustration of local marketing wherein the
brand is taking the interest of native societies and people into consideration and helping the
native sports club as well.
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BLOG – 6
My Tesco – A new way to enjoy rewards!!!!
Tesco is nothing but all about bringing excellent things to our precious and valuable
customers. We are of the belief that My Tesco will just going to do this for us. This is our
novel approach of making our customers feel that they belongs to us. With this loyalty app
you can enjoy rewards. Here are some of the perks which are amazing in our loyalty
application. Description of these perks is done underneath:
 Custom-made proposals and discounts – This perk includes digital vouchers or
coupons which can be used for the subsequent shopping. Money will be directly
subtracted from the final bill of the next purchase (Avramescu and et.al, 2015).
 Instant activation – This application is very easy to download just a single tap and
you are activated on my Tesco application.
 Scanning the application – In order to get automatic savings, customer need to scan
their digital in-app card at the till.
 Find out first – Prior purchasing it is important for the customers to first scroll down
for best offers and discounts, events organized by the super market is also reflected in
the loyalty application.
 Supportive services – This loyalty application is very helpful as it can be accessed
with just a fingertip either in-app or online.
If in case clients have a physical card then can still remain connected and continue to
swipe for receiving money off coupons at the till for enjoying My Tesco rewards.
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CONCLUSION
Thus, after carrying out this research report, it can be concluded that communication
do plays a very important role for Tesco and any other company. The company has utilized
blogs as a part of their communication activities. It can also be used by the company for
promoting their products and services in other nations across the world.
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REFERENCES
Books and journals
Avramescu, D., Petroman, I., Constantin, E.C. and Varga, M., 2015. Interdisciplinary use of
marketing communication. Procardia - Social and Behavioural Sciences, 197, pp.715-
721.
Cass, J., 2017. Strategies and Tools for Corporate Blogging. 1sted. Burlington: Elsevier.
Dahl, S., Eagle, L. and Low, D., 2015. Integrated marketing communications and social
marketing. Journal of Social Marketing, 5(3), pp.226-240.
Danaher, P.J. and Rossiter, J.R., 2017. Comparing perceptions of marketing communication
channels. European Journal of Marketing, 45(1/2), pp.6-42.
Herman, W., 2015. Marketing communication model in social network Facebook.
Information Management and Business Review, 7(4), p.42.
Kitchen, P.J. and Proctor, T., 2015. Marketing communications in a post-modern world.
Journal of Business Strategy, 36(5), pp.34-42.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-10.
McKay-Nesbitt, J. and Yoon, S., 2015. Social marketing communication messages. Journal
of Social Marketing, 5(1), pp.40-55.
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