StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

The Brand Promotion of Tesco in Beijing City - Research Proposal Example

Cite this document
Summary
The paper under such a headline as "The Brand Promotion of Tesco in Beijing City" presents a proposal for a research-based study conducted for accessing the promotions of the retailer and departmental store Tesco in China, Particularly in the city of Beijing. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER91.5% of users find it useful
The Brand Promotion of Tesco in Beijing City
Read Text Preview

Extract of sample "The Brand Promotion of Tesco in Beijing City"

Thesis Proposal: The Brand Promotion of Tesco in Beijing Based on the Program of Sales Promotion of Tesco's Products to Housewife in Beijing Introduction The paper presents a proposal for a research based study conducted for accessing the promotions of the retailer and departmental store Tesco in the China, Particularly in the city of Beijing. The following sections highlight the problem/ thesis statement being targeted, the main aims and purpose of the research, and the research objectives. The proposal also provides the theoretical perspective which forms the basis of the proposed study and the significance of the research for students and marketers. The type of literature on which the study is going to be based on is depicted along with the brief overview of literature review for the research. The research methodology is explained in terms of selection of the methodology, and the process employed for data collection, processing and analysis. Thesis Statement The thesis of the research to be undertaken is the assessment of the brand promotion of Tesco in Beijing city, particularly related to the sales promotions strategy and tactics employed by the company to target the house wives segments for its products and services. Purpose The purpose of the proposed research study is to be able to analyze the marketing strategies that are employed by the retailer Tesco in China. More specifically the role of sales promotion as used by the company to target the housewives of the Beijing city is analyzed to determine the effectiveness of the sales promotion, the change in consumer perception due to promotions, the changes in the consumer behavior as a result of the promotion and the contribution that it makes to the overall brand persona of Tesco. Research Objectives The aim of the research has been depicted above and the research objectives of the proposed research are as follows: 1. Identify the sales promotions strategies used by Tesco to target the customers in Beijing, particularly the urban housewives segment. 2. Determine the relationship between the sales promotions; point of sale and in store strategies used by company with the Tesco Brand and its persona. 3. Observe the possible effects that the sales promotion strategies implemented by Tesco in Beijing have on the consumer purchase behavior, particularly for the housewives segment 4. Determine the effectiveness of the sales promotions strategies used by observing the sale and revenue trend for Tesco. 5. Recommend any possible marketing, advertising, branding and promotion strategies related to sales that can help Tesco better target their customers in China and attract them towards the products and services of the company Theoretical Perspective and Significance of Research The proposed research would be based on the concept of marketing management as highlighted by Kotler (1988) which is the process if applying the theories of marketing and the relevant strategies into the marketing techniques and actionable tasks for the promotion of a business. Another theoretical concept that is used by the proposed research is that of branding and brand management. Essentially a brand is a perception of a company or an entity in the minds of the consumer. However the management of the brand is an extension of marketing and is strategically linked with promotion. Aside from this the concepts of sales promotions, consumer behavior, consumer purchase behavior, consumer decision making process are also explored in the research in relation to how they influence the promotion strategy used by Tesco to target housewives in Beijing. The proposed research can provide to be significant for students, marketers, future researchers in the field of brand promotion and marketing as well as for the Tesco Company. The students can be provided with possible linkages between the sales promotion strategy of the company and the overall brand promotion of a brand. Moreover the promotion employed by brands in different markets can also be highlighted through the research for students. The researchers on the other hand would have an established research to expand upon or further explore the relationship between sales promotions of a company and the brand promotion strategy of a firm. The markets as well as the management at Tesco can use the proposed research to determine the most effective sales promotion strategies that best contribute to their established corporate brand. Tesco and its Operations in China Tesco is a global retail chain of departmental stores, super markets and hypermarkets. The company is involved in trading and selling of grocery and general merchandise. The company is based in UK and is currently the largest retailer in the United Kingdom. However in terms of global revenues, the company ranks behind the retail Giant Wal-Mart and Carrefour. The product and service categories offered in the Tesco stores include clothing, grocery, food and drink items, technology, electrical appliances, entertainment products and services as well as insurance and financial plans. The corporate strategy of the Tesco Company has been to appeal to all segments of the market in order to have a broad range of target market and high volume of market share. Tesco launched its operations in China in 2004 and in 2009 the company has 56 operational stores that are managed by a staff of around 17,500 employees. The Tesco website provided information on the operations of Tesco in China. It mentioned that "Tesco started trading in China in 2004. We now have more than 50 hypermarkets, mostly around Shanghai. Our first stores in Beijing and Shenzhen/Guangzhou are also proving popular with local people" ('About Us: China', 2009). Brief Literature Review An article in the Wall Street Journal provided that in Tesco is reporting massive increase in its sales for the first quarter of 2009, with 13 percent increase for sales in the UK, and more than 40 percent increase in the Asian markets. "International sales jumped 20% from a year earlier. In Asia, where Tesco has more than 1,000 stores, sales rose 44%, helped by currency fluctuations and a strong performance by the Homever stores in Korea that Tesco bought last year" (Vitorovich, 2009). The increase in the sales in the international markets for Tesco is largely attributed to its marketing and promotions strategy which is focused on promoting discounted prices to the customers in the markets and on the basis of barnded products by Tesco. "The world's third-largest retailer by sales, behind Wal-Mart Stores Inc. and Carrefour SA, is benefiting from price cuts, promotions and a focus on store-branded products" (Vitorovich, 2009). The media promotions and marketing strategy of Tesco for the Thailand market had been to employ local branding and promotion based business to execute its promotions strategy while also gather information aboutv the consumers in the market to get to know more about them (Bakht, 2009). Pertaining Tesco in China, an article in BBC reported that in 2007 Tesco made strategic attempts to localize the product offering as a way of sales promotion to target the consumers in China. "Most of the products on sale are Chinese, including soy sauce, sheep's feet and even live turtles. There is one rather forlorn aisle selling food from the United Kingdom, including sage-and-onion stuffing and mint jelly. A tin of baked beans and a bottle of Tesco's brown sauce seemed to perplex the early customers" (Reynolds, 2007). Similarly the Telegraph also reported on the operations of Tesco in China stating that the store ambiance and atmosphere was localized to traditional Chinese shop/bazaar with the meat selections, food choices, spices and other grocery products customized to the specifications of local cuisine ('Every little helps for Tesco in China', 2009). This depicts that customization and localization of the product offering, store ambiance and promotion appeal are the main tacticcbeing employed by Tesco in for increasing its sales in the region of China. Research Methodology The research methodology that would be used to for the purpose of this study is that based on literature review and secondary sources of information. The information available on the sales promotions employed by Tesco, its brand promotion strategy, the consumer purchase behavior relevant to Tesco as well as the specific sales promotion campaigns used by the company to target the housewives in the city of Beijing would be used as main resources for this study. Moreover the sales revenue reports for the company would be used to determine the effectiveness of the sales promotion strategies. Comprehensively a historical analysis based research methodology would be applied for the purpose of this project. The sources that would be used for gathering secondary data for this research study include peer reviewed academic journals like journal of marketing, journal of international marketing, journal of consumer behavior. Industry and market reports the likes of data monitor reports would also be used as sources of data. The newspaper articles would be used for gathering data on the current marketing and sales promotion campaigns launched by the company in China, while the company website for Tesco would be used to observe the media based marketing campaigns targeting the Chinese consumers in Asia. The reliability of the information used for this study would be ensured by gathering information form peer reviewed academic journals, recognized market reports as well as authorized information provided by the Tesco company. The data would be analyzed using both the quantitative as well as the qualitative approaches to data analysis. The qualitative subject based analysis method would be employed for processing the subjective data gathered from the secondary sources. On the other hand the quantitative and the descriptive statistical data analysis would be used to analyze the quantitative information available on the sales of the company, and the consumer purchase behavior. Possible Conclusions After the brief literature review that was conducted for the purpose of this research, it can be projected that the possible conclusions for the research study can indicate that the sales promotions strategies that are used by Tesco in China are an extension of their marketing strategy and the brand promotion employed by them globally. However the differences might be present in the approach taken to promote sales to the Beijing housewives in terms of the products and services emphasized, and the appeal provided to the target market. This difference would largely be based on the cultural aspects and values of the target market. Gantt Chart The following is the prospective Gantt chart depicting the timeline and schedule to be used for conducting the proposed study. References 2009, "Abous Us: China", Official Tesco PLC Website, available at http://www.tescocorporate.com/plc/about_us/map/ 2009, "Every little helps for Tesco in China", Telegraph, available at http://www.telegraph.co.uk/finance/financetopics/financialcrisis/4782688/Every-little-helps-for-Tesco-in-China.html Bakht, A., 2009, "OMD retains Tesco Lotus", Brand Republic, available at http://www.brandrepublic.asia/Media/Mediaarticle/2009_04/OMD-retains-Tesco-Lotus/35353 Reynolds, J., 2007, "Tesco's empire reaches Beijing", BBC News, available at http://news.bbc.co.uk/2/hi/business/6301385.stm Kotler, P., 1988, Marketing management: analysis, planning, implementation, and control, Ed. 6, Prentice-Hall Kotler, P., 1999, Kotler on Marketing: How to Create, Win, and Dominate Markets, Free Press Mullin, R., Cummins, J., 2008, Sales Promotion: How to Create, Implement and Integrate Campaigns that Really Work, Ed. 4, Kogan Page Publishers Riezebos, R., Riezebos, J., Kist, B., Kootstra, G., 2003, Brand management: a theoretical and practical approach, Financial Times Prentice Hall Schiffman, L.G., Kanuk, L.L., 1983, Consumer behavior, Ed. 2, Prentice-Hall Schultz, D.E., Robinson, W.A., Petrison, L., 1997, Sales promotion essentials: the 10 basic sales promotion techniques-- and how to use them, Ed. 3, McGraw-Hill Professional Vitorovich, L., 2009, "Tesco Sales Rise 13% on Gains in U.K., Asia", Wall Street Journal, available at http://online.wsj.com/article/SB124517559490919807.htmlru=MKTW#mod=MKTW Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Brand Promotion of Tesco in Beijing City, Research Proposal”, n.d.)
The Brand Promotion of Tesco in Beijing City, Research Proposal. Retrieved from https://studentshare.org/business/1510716-the-brand-promotion-of-tesco-in-beijing-city
(The Brand Promotion of Tesco in Beijing City, Research Proposal)
The Brand Promotion of Tesco in Beijing City, Research Proposal. https://studentshare.org/business/1510716-the-brand-promotion-of-tesco-in-beijing-city.
“The Brand Promotion of Tesco in Beijing City, Research Proposal”, n.d. https://studentshare.org/business/1510716-the-brand-promotion-of-tesco-in-beijing-city.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Brand Promotion of Tesco in Beijing City

Global marketing strategy and product launch B&Q in Malaysia

The expansion overseas is often considered as the most effective solution for firms that need to stabilize their performance, especially when these firms are established in highly risky or turbulent markets.... In practice however, the effectiveness of such plan is depended on many factors;… The expansion overseas is often considered as the most effective solution for firms that need to stabilize their performance, especially when these firms are established in highly risky or turbulent markets....
17 Pages (4250 words) Essay

Business Model: Comparison between Sainsburys and Tesco

In this essay a comparison between two companies, tesco and Sainsbury's are handled.... The company was founded by Jack Cohen in the year 1919 and it started as a small group of market stalls and the name tesco was coined after the founder, Sir.... He used the initials of the name and combined them together with the part of his name (Surname) to form tesco....
8 Pages (2000 words) Essay

Tescos Competitive Marketing Strategy

In 1998, it introduced the finest range of premium products and was followed by the introduction of tesco's Organic range, which was introduced in 2006.... As the report declares tesco is the globe's leading retailers having more than 6700 stores in 13 countries, employing more than 5, 00,000 people and offering services to millions of customers in each week.... tesco is consistently earning revenues since 1999.... hellip; tesco has chalked out many core marketing strategies to attain the above feats to remain as one of the world-leading retailers as of today and this research essay will analyse the tesco's core marketing strategies in detail and how it employed these core marketing strategies to become one of the globe's retailer....
12 Pages (3000 words) Essay

Tescos Brand and Sales Promotion in the Chinese Market

Thus Tesco needs to improve upon its promotional tools to face local competition and to alter the image the consumers have of the brand.... Below the line activities may have a greater impact on women and help promote the brand.... The firm is facing several challenges in the market as it is culturally very different form the other markets that the firm has ventured. The market varies in… These features cause tesco to deviate from the norm which makes it more challenging for it....
5 Pages (1250 words) Essay

Factors Influencing Choosing UK as the Investment Destination of Sainsbury Plc

Ideally, there has been a strong sales momentum that has driven the volume of sales that retail outlets are making with Sainsbury being ranked second behind tesco based on sales volume.... The report is an internal evaluation of Sainsbury Plc.... s human resource strategy as it elaborates on the frameworks that the organization has implemented to come up with an ideal mechanism in its business environment....
18 Pages (4500 words) Coursework

Contemporary Developments in Business and Management

"Contemporary Developments in Business and Management" paper presents a discussion of Wаl-Mаrt expаnsion to Chinese mаrket аnd its mаrketing strаtegy of gаining the mаrket shаre in this country.... Strаtegic step of entering Chinese mаrket is viewed аs а greаt opportunity of the biggest retаil store....
15 Pages (3750 words) Case Study

A Marketing Plan for TESCO

This paper "A Marketing Plan for tesco" discusses tesco as one of the leading retail chains in the worldwide market.... hellip; tesco's first store opened in 1929 in Middlesex (tesco.... At present, tesco wishes to reaffirm its position in the market and retain customer loyalty by improving its image in the community.... While doing this, tesco is looking at global domination through its expansion plans in the US and in Asia in the years to come....
8 Pages (2000 words) Case Study

A Corporate Profile of TESCO Plc

This paper is a marketing plan of tesco Plc's marketing objectives, targeting and positioning, growth strategies, competitive advantage, marketing mix programs recommendation.... tesco is set with a new dimension in the global retail world marked with increased consumerism and buying power.... hellip; The researcher states that tesco is fighting neck to neck with other global giants.... nbsp; This research tells that the tesco company has repose in its consumers....
14 Pages (3500 words) Article
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us