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The following report is on Tesco and is focusing on their promotional campaign. There are four parts, which make up this task, there are as follows. Task 1a - Describe the business and its aims and objectives.

Extracts from this document...

Introduction

Unit 3 task 1 By Anzal Ali 1.0: Introduction The following report is on Tesco and is focusing on their promotional campaign. There are four parts, which make up this task, there are as follows. Task 1a - Describe the business and its aims and objectives. Task 1b - Relate the promotional campaign to the achievement of those aims and objectives. Task 1c - Explain how the promotional "p" relates to the other elements of the marketing mix in this particular campaign. Task 1d - Comment on the marketing mix in relation to the achievement of the marketing and promotional objectives and through them the business aims and objectives. Explain the specific importance of the promotional aspect of the marketing mix. 1.1: Terms of reference I am going to be doing this report for Uzma Mirza. 1.2: Procedure (primary, secondary) To gain the necessary information that I require in order to complete this task I will need to use secondary research, this would enable me to gather information from outside resources e.g. web sites, text books etc. 1.3: Findings Task 1A: Describe the business and its aims and objectives Introduction Address: Delamare Road P.O BOX 18 Cheshunt Hertfordshire EN9 9SL United Kingdom Web Site: www.tesco.com Number Of Shares: 7,418,775,000 Sector: Distribution Industry: Mass market distribution Sub-Industry: Supermarket distribution Tesco are the leading supermarket in Britain with small grocery stores under the Tesco Metro brand name, big supermarkets outside cities (Tesco Extra) and 24-hour stores, the British Group, Tesco, is the king of supermarkets in Britain. ...read more.

Middle

like for J Sainbury's "making life taste better" the main reason for big companies using tag lines like these are because of giving out a message that will help them sell their product however promotional campaigns are then used to provide the correct image at the right place and at the right time to the target market. Promotional objective > It is very important to remember that for promotional activity to be effective it must support the overall business aim. > Organisations can have variety of aims and objectives many of which have a direct impact on marketing. Growth The term Growth is expressed is in 'increased sales'. This could be the amount of products sold (in units) or the overall value of the products sold in money terms. How can promotional activity help? > Increase overall sales of a product. > Capture the greater market share of an established market for a company. Profit > Organisation can seek to improve total profit by selling more. > They can also increase profit by improving the profit margin, which they can make on each individual product, this increases the profit without having to increase the sales. > Promotional activity can concentrate on improving the reputation of a brand and raise brand awareness Providing service Providing public services is an objective associated with organisations such as health trusts, schools an employment services. > To inform the population of the services offered > To change the way community behaves e.g. ...read more.

Conclusion

advertising agencies use them to distinguish a product from its competitors. Packaging Packaging plays its part in the marketing mix through its role in containing, protecting and promoting the product. The role has become even more important in recent years. Successful packaging needs to be distinctive and recognisable, and fit in well with the brand images appropriate to its target market also it needs to give out the correct message about the product. Source: BTEC national book After understanding the marketing mix and identifying how it works it is easily noticed that marketing mix is like a life cycle, which needs each other to make the product successful. However promotional is the only stage that needs to be looked at in detail and spent time on because if the target market isn't aware of the product then the sales shouldn't be expected to be high. Summary For this task I had to describe the role of management and explain the promotional aspect of the marketing mix, which helps the business in achieving the businesses aims and objectives. I think after doing this task I have learnt that for a business to promote their product and make it successful it has to focus on marketing mix because according to the research I have done I have realised that marketing mix is the key element which helps in identifying all the aspects of the product and make it successful. I recommend that Tesco should focus on marketing mix before launching any products because if they focus on marketing mix then they could expect their product to be successful in the market, which would help in their sales. ...read more.

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