Comprehensive Marketing Research Report: Tesco Mobile Strategy

This report presents a marketing research analysis of Tesco Mobile, a subsidiary of the multinational retailer Tesco. It begins with an introduction to marketing research and its application to the retail sector, specifically focusing on Tesco Mobile's services within the UK telecom market. The report includes both secondary research, utilizing existing sources like books and articles, and primary research conducted through a questionnaire administered to Tesco customers. The primary research explores customer awareness of marketing concepts, satisfaction with Tesco's products, preferred marketing channels, and desired features in mobile phones. The findings are analyzed to identify correlations and inform recommendations for Tesco Mobile's marketing strategy. The report evaluates the chosen marketing method (advertising), considering its positive and negative aspects, and concludes with actionable recommendations for the retailer, aiming to enhance customer engagement and sales. The research also analyzes the company's unique selling proposition (USP) and its impact on consumers.

MARKETING
RESEARCH

Table of Contents
INTRODUCTION...........................................................................................................................1
(Secondary) Marketing Research...........................................................................................1
(Primary) Marketing Research...............................................................................................2
Findings from Primary Marketing Research........................................................................10
Analysis of Chosen Action...................................................................................................11
Recommendations for the retailer........................................................................................12
FOCUS GROUP ...........................................................................................................................13
Describe the chosen marketing method................................................................................13
Customer profile...................................................................................................................14
Justification of marketing method(s) used (consider positive and negative aspects of using
your chosen method(s).........................................................................................................14
Findings from Primary Marketing Research........................................................................14
Explain what the findings show...........................................................................................15
Consider where correlation and/or causation is present in your findings............................15
Analysis of Chosen Action and Consider both positive and negative aspects of the chosen
activity..................................................................................................................................15
Recommendations for retailer..............................................................................................15
Explain an ideal course of action for retailer........................................................................16
APPENDIX....................................................................................................................................17
Consent Forms......................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Marketing research refers to process that links with consumers, end users and producers
to market by information that used to determine as well as explain the marketing opportunities. It
includes collecting of data regarding organisations or people and then analyse it in a better
manner. The brand agency that will be used in this project is Tesco and it deals in a retail sector.
It is multinational groceries and the general merchandise retailed in United Kingdom. This
company has diversified in to different areas for an instance books, furniture, clothings, software
telecom etc. Under this, the marketing plan will be based on the Tesco mobile. Marketing plan
outline marketing strategy for coming quarter, month and year. It will consist the advertising
goals and the marketing of business (Belk, Fischer and Kozinets, 2012). Marketing plan included
brief description about current marketing position of business and proper discussion about the
target market that will mainly use to attain marketing objectives in an effective manner.
(Secondary) Marketing Research
The market research is complied as well as organized to analyse the market. The
secondary research includes collation and summary of existing investigation. It is contrasted with
the primary investigation in that the primary research includes data collection and the secondary
research uses the primary sources of investigation. Under this, secondary method will be used to
conduct investigation. The different sources to collecting the secondary information are books,
journals, articles and many others (Crouch and Housden, 2012). The research that will be
conducted on the Retail sector. Tesco is a British multinational general merchandise and
groceries retailer in United Kingdom. This company is third- largest retailer in worlds in terms of
gross revenue and ninth in world measured through revenues. Under this, selected brand is Tesco
mobile. It is mobile virtual network operator in United Kingdom. The Tesco mobile deals in the
telecom industry. This is mainly operated through Tesco by using O2 network. This firm deals in
the telecommunication market and provide the better networking services to people. The main
customers of this company are youngsters because they like to use the new services and
applications in mobile. They want the advanced technology and features in their mobile phones
( Dolnicar and Ring, 2014). Tesco mobile has more than 5 million of customers. In order to
attract the consumers, it make changes in features or develop new in its mobile phones on the
basis of new market trends and demands of people. Under this, main product is Tesco mobile,
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SIM and network services. The main competitor of Tesco mobile are Liquid Telecom, Vodafone,
EE etc.
Unique Selling Proposition refers to the marketing concept that is proposed as theory to
describe pattern in advertising campaign successfully. It is helpful in convince the consumers to
switch the brands. Under this, advertisement is an effective way to attract the consumers towards
services as well as products. It is a necessary component that differentiate product from its rivals.
The Unique Selling Proposition of Tesco mobile is to provide the better mobile network
coverage in United Kingdom. It is helpful in connecting people from all over the world. It is
providing the brands chance to reach at its consumers on home screen of mobile phones with the
users which are able to save the money on mobile phones bills through opting in new service
(Hair and et. al., 2012). In order to attract the people, Tesco business firm provide its products or
services at good cost and there is a possibility of partial payment.
(Primary) Marketing Research
The primary research is a kind of proprietary investigation, means data is gathered from
research area directly through an investigator. In order to conducting the primary research,
questionnaire as a marketing research method will be used. Through using random data sampling
method, 10 respondents are selected and these are the regular customers of Tesco company. The
questionnaire is mention below:
Q1) Are you aware about the marketing concept? Frequency
Yes 7
No 3
Q2) Are you satisfied from the products and services of Tesco
company?
Frequency
Yes 6
No 4
Q3) What are the different ways through which Tesco can aware
customers about its products ?
Frequency
Conduct advertisement 8
2

Use branded packaging 2
Q4) Does Tesco need to bring some new features in its mobile
phones?
Frequency
Yes 7
No 3
Q5) Which marketing channel is more effective for Tesco Mobile to
carried out promotion of its product?
Frequency
Television 4
Social media 6
Q6) According to your point of view, which factor should be
consider by Tesco before choosing any marketing channel?
Frequency
Cost 5
Reachability 5
Q7) Does Tesco require to make changes in its marketing strategy? Frequency
Yes 6
No 4
THEME 1: Aware about the marketing concept
Q1) Are you aware about the marketing
concept?
Frequency
Yes 7
No 3
3

Interpretation: From the above mention graph, it has been interpret that there are 7 respondents
which are aware about the marketing concept and 3 are not. So, for enhancing their knowledge it
is necessary to provide the better information about marketing concept in a detailed manner.
THEME 2: Satisfied from the products and services
Q2) Are you satisfied from the products and
services of Tesco company?
Frequency
Yes 6
No 4
4
Yes No
0
1
2
3
4
5
6
7
7
3 Column B

Interpretation: According to 6 people, they are fully satisfied from services and products
provided through Tesco in terms of cost and quality but 4 respondents are not satisfied from its
products and services.
THEME 3: Different ways through which Tesco can aware customers
Q3) What are the different ways through
which Tesco can aware customers about its
products ?
Frequency
Conduct advertisement 8
Use branded packaging 2
5
Yes No
0
1
2
3
4
5
6
6
4
Column B

Interpretation: It is necessary for organisation to aware about the services and products of
company. There are 8 respondents which said that through using advertisement, it can reach with
consumers. According to 2 respondents use of the branded packing is a better option.
THEME 4: Tesco need to bring some new features in its mobile phones
Q4) Does Tesco need to bring some new
features in its mobile phones?
Frequency
Yes 7
No 3
6
Conduct advertisement Use branded packaging
0
1
2
3
4
5
6
7
8
8
2
Column B

Interpretation: Under this, there are 7 respondents which said that Tesco require to bring some
attractive as well as new features in its mobile phones but there are 3 respondents which are not
agree with this statement.
THEME 5: Marketing channel is more effective for Tesco Mobile
Q5) Which marketing channel is more
effective for Tesco Mobile to carried out
promotion of its product?
Frequency
Television 4
Social media 6
7
Yes No
0
1
2
3
4
5
6
7
7
3 Column B

Interpretation: According to 4 respondents, marketing channel is more used and beneficial for
the Tesco mobile in order to promote its products. There are 6 respondents which are agree with
social media because n this modern era, many people are connected with different social media
sites such as Facebook, Twitter etc.
THEME 6: Which factor should be consider by Tesco before choosing marketing channel
Q6) According to your point of view, which
factor should be consider by Tesco before
choosing any marketing channel?
Frequency
Cost 5
Reachability 5
8
Television Social media
0
1
2
3
4
5
6
4
6
Column B

Interpretation: According to 5 respondents, cost is a main factor which need to be consider. On
the other hand, there are other 5 respondents which agree with the reachability.
THEME 7: Tesco require to make changes in its marketing strategy
Q7) Does Tesco require to make changes in
its marketing strategy?
Frequency
Yes 6
No 4
9
Cost Reachability
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
5 5
Column B

Interpretation: On the basis of opinion of 6 respondents that Tesco need to make some better
changes in its existing marketing strategy but 4 respondents are not agree with this given
statement.
Positive aspects of questionnaire as marketing method
 This method is not expensive.
 It is a practical methods to collect data or information (Laurent, Lilien and Pras, 2012).
Negative aspects of questionnaire as marketing method
 It is complex to convey the emotions and feelings.
 Some of the questions are complex to be analyse (Line and Runyan, 2012).
Findings from Primary Marketing Research
Under this, there has been discussion about the some questions related to the marketing
of Tesco mobile. The main focus of Tesco is to attract the large number of consumers by
providing the attractive products at reasonable cost. From the above discussion, it has been found
that most of the people are satisfied from the services as well as products which are offered
through Tesco business organisation because it provides the quality products and the cost of its
goods are reasonable. Under this, company use the better channel of marketing such as television
and social media. Among both the options, there are large number of respondents are agree with
10
Yes No
0
1
2
3
4
5
6
6
4
Column B

social media because it is time as well as cost saving. With the help of using different channels
of social media, company can promote its services and products at the large scale. Through this,
sales and productivity of Tesco firm will be enhanced. It is a responsibility of marketing manager
to consider some factors before selecting any of the marketing channel such as cost and
reachability. The cost of products need to be reasonable so that people can purchase its products.
On the other hand, firm require to reach its products as well as services in the wide range of
areas. There ahas been discussion about the make some of the necessary changes in marketing
strategy and it can be related with the cost and promotion.
Analysis of Chosen Action
Under this, selected activity is new advertising a campaign for Tesco mobile phone in
UK market. The advertisement is helpful in attracting and aware the people about products as
well as services or firm in an effective manner. In context to Tesco mobile phone, this company
conduct an attractive advertisement for attracting the large number of people. It will help in
enhancing sales as well as profit level of Tesco mobile (Belk, Fischer and Kozinets, 2012). There
are some positive and negative aspects of selected activity mention below:
Positive aspect
 The advertisement of the existing product will helpful in expansion of market in to the
new areas.
 It will help in attract new consumers and enhanced sales of Tesco Mobile phones.
 Advertisement is helpful in enhancing the goodwill of company. Repeated better quality
products and advertising bring good reputation for producer and increase goodwill for
concern.
 It is helpful in controlling cost of products.
 Advertisement is one of the less expensive way of promotion and it helps in reach at the
large number of population with in less time period.
Negative aspects
 Firm invest more money on advertisement and it enhances cost of products and services.
In order to meet this kind of expenditure, cost of goods can be raised (Crouch and
Housden, 2012).
 Sometimes, people think that advertisement mislead them and provide wrong information
about product.
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Recommendations for the retailer
There are some recommendations are mention below and these will be based on primary
and secondary research:
 It is necessary that Tesco should make some changes in its marketing strategies such as in
advertisement and market penetration strategy.
 This company should focus on providing the high quality of network services and latest
features in its mobile phones.
 For attracting the customers, Tesco can provide the attractive offers and discounts on its
services as well as products.
 For targeting the consumers, company need to shift its business towards digital
marketing.
 It is necessary for Tesco company to use the social media channel in order to
communicating with consumers and promotion of its existing services and products. In
this present time period people are more connected and socialise with various kinds of
social media channels such as Facebook, Instagram, Twitter and many others.
 It is essential for the Tesco business firm to focus on adopting the better cost strategy.
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FOCUS GROUP
Describe the chosen marketing method
Under this, chosen marketing method is focus groups. It is a kind of market research
method that brings people together in a room so that they can provide the feedback regarding
service and products. Under this, 4 participants are selected to take their feedback about the
Tesco mobile.
Q1) Do you think that the advertisements of Tesco mobile provide enough information
about specific features of their offers?
Participant 1: According to my opinion, Tesco provides all necessary information or
specifications about its mobile phones in its advertisement.
Participant 2: No, Tesco does not provide the more information about it mobile phones
and it disappoint people more.
Participant 3: Not satisfied because in advertisement Tesco company provides only
external information not internal information of its mobile phones.
Participant 4: Sometimes, company provide the wrong information in its advertisement
for increasing sales.
Q2) Are you satisfied with the advertisement strategy of Tesco mobile?
Participant 1: Yes, I am extremely satisfied from the advertisement strategy of Tesco
mobile phones because it provides all information regarding the specifications of its mobiles.
Participant 2: I am not very much satisfied and according to me, Tesco mobile need to
make improvement in its advertisement.
Participant 3: For aware the people, Tesco mobile require to select the social media
methods because people are more active of different social media sites such as Facebook,
Instagram etc.
Participant 4: No because most of the people are not aware about mobile phones of
Tesco so, it need to enhance its advertisement at large scale.
Q3) Overall how satisfied are you with mobile phones of Tesco ?
Participant 1: I am fully satisfied from the Tesco mobile because I get all kind of
benefits from it. I want to give 5 out of 5 ratings to Tesco mobile phones.
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Participant 2: I am satisfied because it upgrade its features with in small period of time
and it attracts the most. So, I also give the 5 out of 5 ratings to it.
Participant 3: I am not more satisfied from its mobile phones because it only make
changes in its existing features not including new. I will give ratings 3 out of 5.
Participant 4: I am not satisfied because it does not provide information about how and
when to upgrade its application.
Customer profile
Under this, customers are youngsters age between 15 to 25 which use the mobile phones
more.
Justification of marketing method(s) used (consider positive and negative aspects of using
your chosen method(s)
In this, focus group has been used as a marketing methods. It is helpful in getting the
opinion of different people about the specific topic. There are some positive as well as negative
aspects of using focus groups mention below:
Positive aspects
 It helps in obtain the information regarding Tesco mobile phones of perceptions or
opinions of people in detailed manner.
 It provides wide range of information.
Negative aspects
 In focus groups, discussion can be irrelevant and disagreements which can distract from
main subject area.
 It can be complex to encourage people to participate.
Findings from Primary Marketing Research
From the above mention discussion in primary research method, it has been stated that
there are some questions asked from the 4 selected participants about the Tesco mobile. The
opinions of each participant are different from the each other. Under this, there has been
discussed about effectiveness of the advertisement strategy of Tesco mobile phones. Some
people think that Tesco does not provide the proper information about features of its mobile
phones but some people are fully satisfied.
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Explain what the findings show
The findings show discussion regarding the advertisement of Tesco mobile phones. It
also states about the satisfaction level of customers regarding the mobiles of Tesco. From the
whole discussion, the effectiveness of Tesco mobile phones has been identified along with
opinions or perceptions of selected participants.
Consider where correlation and/or causation is present in your findings
In findings, there are some causation are present. Some people like the mobile phones of
Tesco but they are not purchase its phones due to the high cost. On the other hand, some
participants states that the advertisement of Tesco is not attractive and also not provide the
information regarding features of its mobile phones.
Analysis of Chosen Action and Consider both positive and negative aspects of the chosen
activity
In this, chosen action is new advertisement campaign of Tesco of its mobile phones in
market of United Kingdom. The advertisement provides the benefits to firm for attract more
consumers. There are some positive and negative aspect regarding the selected activity mention
below:
Positive aspects
 The advertisement is helpful in aware the people about the specific features about the
mobile phones of Tesco.
 Through this, firm can attract the large number of consumers in UK market.
Negative aspects
 From conducting the advertisement in United Kingdom, Tesco does not target the
customers at global level.
Recommendations for retailer
From the above discussion, some recommendations are mention below:
 It has been recommended that Tesco needs to come up with the new and unique
applications in its mobile phones which can attract the people most.
 Tesco should make changes in its advertisement strategy and require to use the different
social media tools such as Instagram, Facebook etc.
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Explain an ideal course of action for retailer
Course of action is helpful in attaining the specific aims and objectives. The ideal course
of action for Tesco is that it need to conduct its advertisement at large scale. It will help in aware
the large number of people about mobile phones as well as enhance the sales. On the other hand,
Tesco should use the social media tools to connect with people and reach information about the
Tesco mobile phones in a better manner.
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APPENDIX
Consent Forms
FOCUS GROUP CONSENT FORM
Topic of Focus Group: A new advertising a campaign for an existing product or services to the
UK market it the product (Tesco mobile).
Date: 25 March, 2019
Time: 1pm-4pm
Participant Name: Henry James
I am voluntarily agree to participate in focus group on specific topic. I have the better
opportunities to understand the discussion session and ask some questions. This consent form
authorize Tesco company to capture my viewpoints to topic. I hope my information will be
confidential.
Signature
Henry James
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FOCUS GROUP CONSENT FORM
Topic of Focus Group: A new advertising a campaign for an existing product or services to the
UK market it the product (Tesco mobile).
Date: 25 March, 2019
Time: 1pm-4pm
Participant Name: Mark Grill
I am agree to give my participation in the focus group related to specific area. Through this, I
can get better opportunities to involved in discussion and provide my opinion about the specific
area. The company should keep my identity confidential and safe.
Signature
Mark Grill
FOCUS GROUP CONSENT FORM
Topic of Focus Group: A new advertising a campaign for an existing product or services to the
UK market it the product (Tesco mobile).
Date: 25 March, 2019
Time: 1pm-4pm
Participant Name: Tom Cook
I agree to be participate in focus group explained in given marketing catachreses that is related
to particular area. My comments or opinions will be used for particular purpose. My
participation is voluntary and company assure that need identity should not be disclosed.
Signature
Tom Cook
FOCUS GROUP CONSENT FORM
Topic of Focus Group: A new advertising a campaign for an existing product or services to the
UK market it the product (Tesco mobile).
Date: 25 March, 2019
Time: 1pm-4pm
Participant Name: James Bond
I am agreed to give my participation in focus group. In this, company will consider my opinions
18

regarding the specific purpose. I agree that any controversies which can be take place in focus
groups should not be consult outside with any other participant.
Signature
James Bond
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REFERENCES
Books & Journals
Belk, R., Fischer, E. and Kozinets, R. V., 2012. Qualitative consumer and marketing research.
Sage.
Crouch, S. and Housden, M., 2012. Marketing research for managers. Routledge.
Dolnicar, S. and Ring, A., 2014. Tourism marketing research: Past, present and future. Annals of
Tourism Research. 47. pp.31-47.
Hair, J. F. and et. al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science. 40(3).
pp.414-433.
Laurent, G., Lilien, G. L. and Pras, B. eds., 2012. Research traditions in marketing (Vol. 5).
Springer Science & Business Media.
Line, N. D. and Runyan, R. C., 2012. Hospitality marketing research: recent trends and future
directions. International Journal of Hospitality Management. 31(2). pp.477-488.
Online
Bank, R., 2019. News: Tesco Mobile ranked best mobile provider, EE left trailing. [Online].
Available through: <http://www.mobileindustryreview.com/2015/05/tesco-mobile-
ranked-best.html>.
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