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,
1

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