Marketing Communications Strategy - Tesco
Marketing communications plan – Tesco
Planning for integrated marketing communications
The overall marketing communications campaign is analogous to a war. The many battles within the campaign are the communications mix elements or geographical areas targeted. For example the advertising campaign is a series of advertisements, and the activities that help produce them, which are designed to acieve interrelated goal.
Intererated marketing communications, 2009
Like most business plans, the intergerated marketing communications plan begins with an over view of the activity. This is particularly important for intergrated planning as the priorities in the planning process must be identified as should the key tasks across the programme. This is why the IMC RABOSTIC planning model is useful as it identifies the tools and the processes to be used. Each communication tool should not be seen as a seprerate activity that might each produce incremental results, but rather as a series of interrelated marketing communications tools that support each other.
Intererated marketing communications, 2009
Where are we now?
When starting a plan it is important to first find out where the business is now. This analysis of background information of the company is the research basis for identifying the audience, budgets, objectives, strategy and tactics.
S.W.O.T analysis
The author Andrews argues that the rational analysis of the possibilities open to organisations is an essential part of strategy development. As a starting point in developing options, it is useful to summarise the current position of the company. A useful way of doing this is by the use of swot analysis. This is an analysis of the strengths and weaknesses present internally in the organisation, coupled with the opportunities and threat that the organisation faces externally.
(lynch, 2006)
• STRENGTHS • WEAKNESSES
• Increasing marketing share
• Insurance
• Tesco Online
• Brand value
• UK market leadership enforced
Planning for integrated marketing communications
The overall marketing communications campaign is analogous to a war. The many battles within the campaign are the communications mix elements or geographical areas targeted. For example the advertising campaign is a series of advertisements, and the activities that help produce them, which are designed to acieve interrelated goal.
Intererated marketing communications, 2009
Like most business plans, the intergerated marketing communications plan begins with an over view of the activity. This is particularly important for intergrated planning as the priorities in the planning process must be identified as should the key tasks across the programme. This is why the IMC RABOSTIC planning model is useful as it identifies the tools and the processes to be used. Each communication tool should not be seen as a seprerate activity that might each produce incremental results, but rather as a series of interrelated marketing communications tools that support each other.
Intererated marketing communications, 2009
Where are we now?
When starting a plan it is important to first find out where the business is now. This analysis of background information of the company is the research basis for identifying the audience, budgets, objectives, strategy and tactics.
S.W.O.T analysis
The author Andrews argues that the rational analysis of the possibilities open to organisations is an essential part of strategy development. As a starting point in developing options, it is useful to summarise the current position of the company. A useful way of doing this is by the use of swot analysis. This is an analysis of the strengths and weaknesses present internally in the organisation, coupled with the opportunities and threat that the organisation faces externally.
(lynch, 2006)
• STRENGTHS • WEAKNESSES
• Increasing marketing share
• Insurance
• Tesco Online
• Brand value
• UK market leadership enforced