Tesco Media Strategy Decisions: Marketing Report - MKT2065

This report provides a comprehensive analysis of Tesco's media strategy decisions, focusing on the development of an advertising campaign. It begins with an introduction to Tesco plc, its products, and current marketing mix based on the 7 Ps. The report emphasizes the importance of social media, newspapers, and magazines in the media mix, detailing their advantages and disadvantages. It includes a budget allocation for specific media vehicles like newspapers, magazines, and social media, and outlines the creative strategy, including the 'big idea' and target audience. The geographic focus is the UK and Ireland, with scheduling via a Gantt chart. The report also covers positioning strategy, objectives, and optimization of reach and frequency. It concludes with a discussion of media tactics, creative samples, plan execution, and references.

MEDIA STRATEGY
DECISIONS

INTRODUCTION
 Tesco plc is a multinational retail store based in the
UK.
 Its products mainly include groceries, books,
clothing, furniture and electronic items.
 Besides UK, it spans over Ireland, Malaysia,
Thailand, Czech Republic, India and Hungary.
 Its present marketing mix is based on 7 Ps which
include product, price, promotion, process, people,
physical evidence and place

MEDIA MIX
 Taking account of the current trends involved,
social media can play a vital role in the media
objectives of Tesco with regard to the ad campaign
(Kotler and Armstrong, 2015).
 Additionally, newspapers and magazines can also
play a vital role in such aspect
 The advantages of such kinds of media include
that they can reach to the intended audience in an
effective manner on a timely basis.
 The disadvantages imply that they may lack in the
appealing of a wider audience.

MEDIA MIX
 Media helps the intended customers to make
choices about the purchasing of the product by
providing the minutest details.
 In this regard, newspapers would be quite effective
(Luxton, Reid and Mavondo, 2015).

MEDIA MIX
 The newspaper would play a vital role in the
promotion of the new product or service of Tesco.
 It can be seen by a huge number of people who are
regular readers of newspapers.

BUDGET
Specific Media
Vehicle
Ad specification Cost per unit Total cost
Newspapers About the new
product
200 22232
Magazines Articles of the
product in the
market
400 22329
Social media Pages dedicated
to Tesco plc
700 11639

CREATIVE STRATEGY
 The concept with regard to creativity would
involve the innovative aspect regarding the ad
campaign for Tesco plc.
 Social media would play a vital role with regard to
the creation of advertisements in sites such as
Facebook and Instagram (Tuten and Solomon,
2017).

BIG IDEA
 The creative strategy would involve various ideas
to be formulated and implemented accordingly
(Morgan, et al., 2019).
 The content of the product to be promoted must be
in such a manner that it attracts and appeals the
audience target to a huge level.
 It would include various Unique Selling Points
along with the image of Tesco as a reputable brand
in the British market.

TARGET AUDIENCE
 The audience would involve the frequent users of
social media and the regular readers of
newspapaers and magazines with regard to fiannce
and retail.
 The loyal customers of Tesco plc would be
emphasized upon in terms of target

GEOGRAPHY
 The ad campaign would focus mainly in the
market of UK and Ireland.
 Such market has been opted for due to the massive
prevalence of Tesco plc store.

SCHEDULE
 The scheduling for the campaigning of the media
would be through a Gantt chart.
 It would be suitable for all kinds of media.
 It would help in the completion of the tasks related
to market in a timely manner.

POSITIONING STRATEGY
 The media type must be opted in such a manner so
that it reaches to a wide audience.
 The people in charge of advertising must be
creative in nature.
 The pricing of the product must be in a manner so
that it is purchasable by a massive number of
people.
 The season when the demands of the product may
increase must be focused upon.

OBJECTIVES
 The campaign must focus on the usage of media
type based on the habits of the person intendtded
to be targeted.
 As a result, it would be able to achieve its goals
and objectives in a proper and appropriate manner.
 Communication is the key thing in addition to
emphasis over relevancy

REACH AND FREQUENCY
 It is recommended that reach and frequency must
be optimized as it would help in the maximising of
sales thereby resulting in the generation of a huge
amount of profits and revenues

WHOLE UNIVERSE
Specific
Media
Vehicle
Reach Frequency GRP CPM
Newspapers 12479 124858 1000 137209
Magazines 13487 138384 2000 115662
Social media 24913 183764 5000 244123

MEDIA TACTICS
Specific Media Rationale
Newspapers Report obtained by news agencies
Magazines Reports regarding promotion of the
product
Social media Description of the product

CREATIVE SAMPLE
 Uniqueness in the advertisement.
 Innovative approach in the description of the
product.
 Highlighting of initial discounts in terms of
launching the product.

PLAN EXECUTION
 Following of an appropriate strategy which is to be
implemented accordingly after its formulation.
 Adhering to the timeframe as stipulated.
 Ensuring that the budget does not exceed.

CONCLUSION
 The media ad campaign would play a vital role.
 Provide a scope and opportunity for future ad
campaigns.

REFERENCES
 Kotler, P. and Armstrong, G., 2015. Principles of
Marketing-Global Edition. 4th ed. London:Pearson.
 Morgan, N.A., Whitler, K.A., Feng, H. and Chari,
S., 2019. Research in marketing strategy. Journal
of the Academy of Marketing Science, pp.1-26.
 Tuten, T.L. and Solomon, M.R., 2017. Social
media marketing. 3rd ed. California: Sage.
 Luxton, S., Reid, M. and Mavondo, F., 2015.
Integrated marketing communication capability
and brand performance. Journal of
Advertising, 44(1), pp.37-46.