• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

What is your marketing strategy?

Extracts from this document...

Introduction

MARKETING Who buys your products? We want everyone to buy our products! A Tesco store aims to attract all members of the community that it is set in. What is your marketing strategy? Since the early 1990s Tesco marketing strategy has been to become the best in terms of price, quality and service. Objectives are set, and ways found of meeting them, in all aspects of our operation. These include: Customer Service Objective: provide customers with outstanding, naturally delivered personal service Examples: Customer Assistants, No Quibble Money Back Guarantee, "One in Front" queuing policy and Baby Changing Facilities Pricing Objective: to be competitive even on the basics Examples: Value Lines and consistently low prices on key brands and own-brand products Product ...read more.

Middle

is expected from Tesco Example: existing stores improved to include recent innovations Communications Objective: advertising should appeal to all customers in a relevant and friendly way Example: recent TV ads How do you promote products? The retail grocery business is extremely competitive in the UK. Tesco marketing (and therefore advertising) must make the company seem different and distinctive from its competitors by giving customers something more. Tesco is building on its traditional strengths of value and quality by focusing on customer service under the message 'Every Little Helps'. The company is also reminding the public that it is still committed to giving value for money. ...read more.

Conclusion

It is estimated that each week that Tesco run a TV campaign its advertisements have 34 million impacts (the total number of times individual viewers see the advertisements) on the crucial 22 million strong "housewife" audience. Over the year we got 924 million impacts on housewives and 1,974 million impacts against all adults. In addition there are local media campaigns and in 1997 there were about 35 for store openings and a further 40 for store refits or expansions. How do you maintain customer loyalty? Customer loyalty is maintained by continuing to be unbeatable on price, value and customer service. We also have our customer loyalty card, the Tesco Clubcard. Our Clubcard scheme has some 10 million active members. Who is your advertising agency? Our advertising agency is Lowe Howard-Spink. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Maintaining a relationship with other stakeholders As individuals, groups or organisations are affected by what an organisation does, they are said to have a stake or interest in the decisions the organisation makes. A company's stakeholders, therefore include not only its customers and owners but also its workforce, its suppliers

  2. Marketing Promotional Strategy - A Mobile Phone Network for Marks and Spencer

    network we could advertise the fact that we are using the largest and most reliable mobile phone operator in the UK and that this will also mean that calls to Orange users will be the same as those to M&S users and to land lines.

  1. The principles of marketing.

    In the evening between 5.30 p.m. to 10.30 p.m. there is a much bigger audience because people have finished work, school or whatever they are doing to relax and watch television. In the UK, ITV (including GMTV), channel 4 and channel 5 (1997), show advertisements between programmes and in intervals within the programmes themselves.

  2. Marketing Promotional Strategy.

    detached houses, young families 1,404,893 2.6 I 32 Furnished flats, mostly single people 297,111 0.6 6,471,991 12.1 Different people have different images and influences, especially in the family, if I can target people in the B and C ranges who are also between the ages of 20-45.

  1. Viral Marketing

    client said that they were thrilled to be a part of the advergaming venture. Promoting Jurm through the breakthrough medium of mobile phones made its publicity very different from the usual promotions. It was a unique approach and it was soon expected to catch up as a potent promotional tool for films.

  2. Media Marketing Plan

    It will be sold to local and national potential markets with a view to expanding and becoming global, although very rare. The Daily is intended to be read by a variety of audiences and consumers, and there is no specific group of readers for which it is aimed at.

  1. This report serves the formulation of an Advertising Communications Strategy for 'KJM Food Ltd.' ...

    Figure 2.1.1. UK retail sales of tea and herbal tea [by value and volume] 1997 - 2002 by values [at current and constant 1997 prices] by volumes �m �m 000 tonnes* % change 1997 650 970 138 - 1998 729 1,085 134.5 -2.5 1999 707 1,074 132.2 -1.7 2000 670 1,100 130.9 -1 2001 648 1,042 128 -2.2 2002 (est)

  2. You have been newly appointed as Promotions Manager to a company - Your task ...

    (Cornelissen & Lock, 2000). However, the concept of IMC is not a new phenomenon. In fact, there is a consensus amongst scholars that the concept itself has strong historical antecedents that date back to the early eighties, when "a small but influential number of advertising agencies identified the need to orchestrate their [marketing] activities" (Pickton & Hartley, 1998).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work