BUS7B29 Integrated Communications Assignment Sample
Introduction
Marketing is an integral part of organisations that involves the process of selling and distributing products and services in the market that serves the customers and develops the business operations of a firm. Communications in marketing involve several marketing channels that are used to interact with customers and incorporate different tools that improve a firm’s efficiency levels. In this respect, the present study assesses relevant communication theories and models implemented across organisations in the UK. Moreover, the study highlights the usual practical marketing communication tools used by companies and discussed the application in present days. In addition to that, the incorporation of a newer marketing communication plan within Tesco has also been included in the study.
Practical application of communication tool
Communication tool refers to the channels used by companies to interact with customers in the market and provide better customer service to increase the brand image in the global market. As per the words of Prikhodko et al. (2019), marketing communication relates to the process that involves tools and techniques to build effective communication levels with potential customers and improve organisational goodwill. In addition to this, it has been said that marketing communication tools essentially help in building effective communication levels that serve well for creating a brand image by getting the attention of global customers in the market that enhances corporate value. Moreover, it has been noticed that in recent times, companies have been keen on taking effective strategies of communication based on the communication mix that helps in meeting the communication objectives of a firm. In addition, it has been found that based on the communication strategies companies within the UK are usually dependent on digital platform tools, and advertising and sales promotion tools that involve different retailers, and distributors in the market.
Digital platforms
Digital platform has been established in the global market as the most effective marketing communication tool in recent times that helped companies in increasing their sales volume and related revenue earnings. As per the words of Lee, and Cho (2020), digital media essentially curbs the cost of communication with the use of the Internet, thereby proving its benefit compared to traditional media. In addition, the study highlighted that communication campaigns on the digital platform have been observed to be both faster and simpler and have the maximum potential in reaching a vast audience within a specified time. This view reflects an idea that a digital platform with its benefit of less time consumption has effectively supported companies in adopting the strategy to sell off the products in the market. Furthermore, the assistance of direct communication has effectively helped companies in creating clear and transparent communication that essentially increased the value of the firms along with customer service. This in turn, essentially helps in developing a brand image in the global market that increases the value of the firm and its position in the international market. In this regard, it can be stated that online sales have been trending in recent times that essentially increased the sales volume of different UK companies like Sainsbury, Unilever, and essentially Tesco following the rules of the Covid-19 pandemic.
Advertising and Sales promotion
Advertising has been another key successful communication tool used by the mentioned firm in recent times thereby helping the firm in providing useful information to customers concerning the products, and clearing out their doubts (Muhammedrisaevna et al. 2020). In addition to this, it has also helped the company is changing the overall perception of customers and positively influence them to purchase the products explained. On the other hand, the strategy of sales promotion relating to marketing communication has been essentially adopted by the present company that ensured increased sales volume and high revenue generations. Furthermore, advertising the products has immensely helped the organisation in gaining full market recognition that essentially resulted in a wide customer base. Tesco has emerged to implement advertisements as one of the strategies that help to gain corporate value in the market. Furthermore, sales promotional strategy of the company essentially incorporates a reduction in prices, additional incentives, and providing samples to increase total sales (Tescoplc, 2020). Tesco thus has been found to incorporate sales promotional activities to persuade their customers for purchasing goods and services.
Current marketing tool used by Tesco Plc
Digital marketing has been the key communication tool that has increased the sale of Tesco in 2020 depicting high online sales. As arisen from the annual reports, it can be stated that with the use of social media handle like Instagram, and Facebook, Twitter, along with online websites, the company has efficiently structured a transparent and easy communication channel that benefited both the organisation and the customers in the market (Tescoplc, 2020). Additionally, the launching of Booker in the UK sector has exceptionally assisted the concerned company thereupon technologically benefiting the customers depicting the capabilities of Tesco. However, concerning the improvements in web analytics, and invoicing it has been easier for customers to book the products for their purchase. In addition, with the improvements done with the clubcard facility at the end of 2019, the discussed firm has been gaining the loyalty of customers thereby increasing the subscription service (Tescoplc, 2020). This, in turn, has essentially helped in increasing the sales value depicting the effectiveness of the communication channel that has potentially satisfied customers with a range of products and customer service.
Figure 1: Revenue earned by Tesco Plc over the years
(Source: Blazquez, 2021)
The above figure depicts the group sales, and revenue earned by Tesco in the UK and ROI along the years starting from 2016-17 to 2020-21. It has emerged from the study that compared to other years; the company has been successful in increasing its sales and revenue. In 2020, the company generated sales of 48.8 billion, and a revenue of $53.1 billion concerning the UK and ROI sector (Blazquez, 2021). Furthermore, the online sales strategy has been another reason for this sales surge (Tescoplc, 2020). This essentially depicts the potential power of the online sales relating to the effective communication pathway that has resulted in the increase in sales. Also, advertising products has also effectively helped the company in driving the revenue earnings. Thus, it can be said that the current communication tools have been effective for the company in increasing sales, gaining a vast customer base, and generate high revenue.
Marketing communication plan
As discussed earlier, communication is one of the key success factors of companies that increase the brand reputation, and image thereby helping in providing better customer service. As stated by Krizanova et al. (2019), in recent times of globalisation and technological advancement, it is important for companies to adopt communication strategies that are creative and simpler. In addition, it has been mentioned that the integration of social media, online websites, and email campaigns are the most effective communication tool that is used by companies to increase their customer base. In this context, it can be stated that the present company can avail of the communication tools mentioned above to achieve the desired result and meet the goal of serving customers in a better way (Tescoplc, 2020). However, with the communication plan, the firm has to first target the audience, set the message, choose the resources available, look out for the potential risks, set effective strategies, and finally execute the plan to acquire the results (Granizo et al. 2021).
Figure 2: Communication tools
(Source: Self-developed)
Within this discussion area, it can be stated that Tesco needs to increase the reach of the social media profiles with an effective marketing strategy thereupon targeting the online shopping customers. Moreover, with the incorporation of block chain, the company can manage the huge data generated from the sales register thereby analysing the taste and preference of customers (Goldstein et al. 2019). This, in turn, can effectively help in email campaigning as it can be easy for the company to notify the customers about the products in which they can be interested in buying purposes. On the other hand, it falls relevant for the organisation to choose the useful resources such as the relevant social media platforms that can assist the firm in communicating clearly with the target audience. Concerning the risks, Tesco can analyse the risks associated with online sales thereby protecting the system with machine learning technology that provides security to the overall business operations. However, the setting up of key messages that are to be delivered to the customers in the market are needed to be planned and scripted that has the power of influencing people for making the purchase decision.
Conclusion
It can be concluded from the study that the communication strategy of Tesco has been effective that can be seen from its sales surge and revenue earnings. Furthermore, it can be concluded that the Club card facility, Booker’s online website, and the advertising policy have been key factors of success for the firm. However, it can be concluded that with incorporation of blockchain, and machine learning technology, the company can furthermore plan for effective communication with the usage of email campaigns, social media, and online websites.
Reference List
Blazquez. A, 2021. Value of Tesco Group revenue results in the United Kingdom (UK) and the Republic of Ireland (ROI) From 2016/17 to 2020/21, by segment Available at https://www.statista.com/statistics/490782/tesco-group-sales-revenue-results-united-kingdom-uk-roi/ [Accessed on 28/10/21]
Goldstein, A.B., Sokolov, N.A., Elagin, V.S., Onufrienko, A.V. and Belozertsev, I.A., 2019, March. Network characteristics of blockchain technology of onboard communication. In 2019 Systems of Signals Generating and Processing in the Field of on Board Communications (pp. 1-5). IEEE.
Granizo, X., Sánchez, J., Naula, B. and Pazmiño, D., 2021. Communication Plan as a Tool for Business Positioning. ESPOCH Congresses: The Ecuadorian Journal of STEAM, pp.608-628.
Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M. and Moravcikova, D., 2019. The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability, 11(24), p.7016.
Lee, H. and Cho, C.H., 2020. Digital advertising: present and future prospects. International Journal of Advertising, 39(3), pp.332-341.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and objectives of integrated marketing communications. Economics, (2 (45)).
Prikhodko, K., Danilevskaya, E., Savina, K. and Shupenko, R., 2019. Innovative opportunities and reserves of contemporary marketing communication.
Tescoplc, 2021. About Us, Available at https://www.tescoplc.com/about/ [Accessed on 28/10/21]
Tescoplc. 2020, Serving shoppers a little better every day, Annual Report and Financial Statements 2020 Available at https://sec.report/otc/financial-report/272297/Annual-Report-2020.pdf [Accessed on 28/10/21]
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