Marketing Strategy of Tesco analyzes the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). These business strategies, based on Tesco marketing mix, help the brand succeed in the market. Let us start the Tesco Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Tesco marketing strategy can be explained as follows:
Tesco is one the largest retailers based out of UK. It 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. The product strategy in the marketing mix of Tesco can be understood as below.
Some of the products categories available at Tesco outlets are - Food, Pet care products, Beverages, Frozen food, Bakery products, Technology and gaming products, Home electrical products, Home and garden products, Toys, Do-it-yourself (DIY) and car products, Sports and leisure products, Baby and toddler products, Party and gift products, Health and beauty products, Clothing and jewellery, Entertainment and books.
Tesco also has its own brands, and some of them are: Tesco, Finest, Everyday Value, Tesco Loves Baby, Tesco Lotus, Tesco kipa, Tesco Bank, F&F Clothing, Tesco Value, Choice.
Tesco bank provides financial services such as loans, saving accounts, credit cards, mortgages and insurance.
These services are widely used by customers within the United Kingdom.
Tesco has different types of stores and the product variety available depends on the type of store. Tesco also sells its products online via is ecommerce platform. Tesco has reviewed the 30+ food categories and reduced the product lines to focus on essential products.
Tesco Price/Pricing Strategy:
Below is the pricing strategy in Tesco marketing strategy:
Tesco follows the strategy of cost leadership in its pricing strategy. It provides the lowest priced goods while at the same time maintaining quality.
Tesco uses economies of scale and the best channels for procurement to maintain low prices. Tesco continuously works with its suppliers to improve and make the supply chain efficient to reduce prices. Tesco provides low and stable prices, after receiving feedback from its customers Tesco cut down promotional expense to further lower prices. Tesco has a unique program called Brand Guarantee in which if customers can get lower price of any branded product at any other place Tesco will match the price if the customer is buying 10 or more products, this way it’s guaranteed that the customer pays the least at Tesco. Tesco has recently launched new food brands at low prices. Tesco has restructured its product team to get the best offer for customers. To serve its customers during the pandemic, the store put a limit of selling on 3 products listed under the essential items.
Following is the distribution strategy in the Tesco marketing mix:
Tesco has more than 7000 stores in many countries. Depending upon the size of the store & its corresponding footfalls, Tesco has different types of stores. They are classified as Tesco Metro, Tesco Express, Tesco Extra, Tesco Superstore. Tesco superstores are large supermarkets which sell groceries and a small range of non-food items. Tesco Metro are sized on an average 1,000 square metres, situated in towns and city centres. Tesco Express are smaller stores which essentials and high margin products. Products at express are priced higher than other Tesco stores. Tesco Extra are large hyper stores which carry a wide range of products under one roof including groceries and general merchandise, allowing customers to complete all their routine shopping in one trip and under one roof. One stop is a separate brand of stores under Tesco. These are very small stores and charge higher rates than any other Tesco store.
Tesco's main website is also a leading ecommerce platform, which enables customers to purchase goods online, which are then shipped to the customer.
Tesco Promotion & Advertising Strategy:
The promotional and advertising strategy in the Tesco marketing strategy is as follows:
Tesco has a strong brand image which relies on low prices. Tesco’s promotional activities are centred on this theme. Tesco uses hoardings, television ads, and charitable events as promotional channels. It also uses to a large extent promotional discounts and offers such as buy one get one. Tesco has a loyalty card called ‘Tesco Clubcard’ which allows Tesco to segment and target its customers. Clubcard owners get points which they can redeem to get discounts. Clubcard owners also get personalized discounts and offers. Tesco also sells and promotes its products online. The brand also has a strong digital marketing strategy and engages with its customers via online ads, promotional campaigns on social media etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Tesco.
Tesco is one of the leading retail brands employing a lot of people. People are the employees of the company who are undergo selection process held by the company. Careful job and policy selection is required in order to get the correct people for the organization and the project. There are over 400,000 employees in different countries around the globe. Diversity is highly encouraged in Tesco. People are valued more in order for them to perform better for the company. The employees of Tesco are encouraged to help one another and to be supportive. Promotional opportunities are given to the staffs that are identified to have greater potential.
The process followed by Tesco is a one where the attaining of the market task was kept in mind. It was designed such that the deviations from the company policies were kept the minimum. The other factors that are considered are the accessibility, service feature and capacity levels of production.
The physical evidence stands as a proof of authentic products provided to the customer. The logos, colors, labels and equipment are a few of the evidence that’s used by Tesco as a proof to its consumers. The stores are also a physical evidence of the brand and is it place of moment of truth with the customers. This completes the marketing strategy & marketing mix of Tesco.
Tesco is one of the largest retailers in the world with over 7000 stores in several countries. The stores provide a wide range of products from groceries and clothes to petrol, software and financial services. Tesco is UK’s biggest supermarket with a market share of about 28% and one of the largest in the world by revenues.
Tesco is a British company founded in 1919. Tesco also operates a bank called Tesco bank.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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