Let us start the Tesco Marketing Mix: Tesco has a huge range of product offerings at its various stores. The product offering is vast so as to cater to every need and preference of the customers from different segments of the market.
And if even one element is off the mark, a promising product or service can fail completely and end up costing the company substantially.
The marketing mix is a crucial tool to help understand what the product or service can offer and how to plan for a successful product offering. Price, Product, Promotion, and Place. But the 4Ps serve as a great place to start planning for the product or even to evaluate an existing product offering.
All products follow a logical product life cycle and it is vital for marketers to understand and plan for the various stages and their unique challenges.
It is key to understand those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied.
In addition, the potential buyers of the product need to be identified and understood. Price Price covers the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells. This is linked to what the perceived value of the product is to the customer rather than an objective costing of the product on offer.
If a product is priced higher or lower than its perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what you are selling. If there is a positive customer value, than a product may be successfully priced higher than its objective monetary value.
Conversely, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by distribution plans, value chain costs and markups and how competitors price a rival product.
Promotion The marketing communication strategies and techniques all fall under the promotion heading.
These may include advertisingsales promotions, special offers and public relations. Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to.
It is important to differentiate between marketing and promotion. Promotion is just the communication aspect of the entire marketing function. Place Place or placement has to do with how the product will be provided to the customer.
Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product.
How a product is accessed by the end user also needs to compliment the rest of the product strategy. And get regular tips and tricks on topics such as marketing, financing, strategy, and management, so you can start and grow your company more successful.
Together, elements in these four categories help develop marketing strategies and tactics. Through the use of this tool, the attempt is to satisfy both the customer and the seller. These four variables are interdependent and need to be planned in conjunction with one another to ensure that the action plans within all four are complimentary and aligned.
Help Achieve Marketing Targets Through the use of this set of variables, the company can achieve its marketing targets such as sales, profits, and customer retention and satisfaction. Flexible Concept The marketing mix is a fluid and flexible concept and the focus on any one variable may be increased or decreased given unique marketing conditions and customer requirements.
Constant Monitoring It is vital to keep an eye on changing trends and requirements, within the company as well as in the market to ensure that the elements in marketing mix stays relevant and updated.
Role of Marketing Manager A mature, intelligent and innovative marketing manager needs to be at the helm of the marketing mix.
This pivotal role means that this manager is responsible for achieving desired results through the skill manipulation of these variables. Customer as a focal point A vital feature of the marketing mix is that the customer is the focal point of the activity.
The value of the product is determined by customer perceptions and the goal is to achieve a satisfied and loyal customer. This video shows how you can create value by using the marketing mix.
But relying on just these can lead to inaccurate assumptions that may not end up delivering results. To ensure a marketing mix that is based in research and combines facts with innovation, a manager should go through the following systematic process: Through customer surveys or focus groups, there needs to be an identification of how important this USP is to the consumer and whether they are intrigued by the offering.
It needs to be clearly understood what the key features and benefits of the product are and whether they will help ensure sales. Understanding the Consumer The second step is to understand the consumer. The product can be focused by identifying who will purchase it.
All other elements of the marketing mix follow from this understanding.Marketing and the 7Ps: A brief summary of marketing and how it work “ Marketing is the management process responsible for identifying, anticipating and satisfying customer.
Tesco is the leading brand of Supermarkets in Britain. It has managed to expand to Europe and Asia also. Here is the service marketing mix of Tesco whivh shows how it provides a wide range of products that include food, clothing, electronics, financial services monstermanfilm.com’s biggest advantage is its low prices.
Marketing Theories – The Marketing Mix – From 4 Ps to 7 Ps. Visit our Marketing Theories Page to see more of our marketing buzzword busting blogs.. Marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if .
Published: Mon, 5 Dec Marketing report of Tesco Executive Summary. The main aim of marketing is to understand customer’s needs and to develop a right way that can cover all this essential matter. Tesco marketing mix is manipulated by the marketing and the senior management to a great extent in order to offer competitive benefits to target customer segment with positive effects on the bottom line.
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