Tesco being the leading superstore in the country enjoy little bit of more success in terms of its marketing communication mix activities however Sainsbury's is also somewhat successful in its efforts too however costcutter seems to be lacking in many areas as it has still a long way to travel in order to ensure that it has proper strategies in place which can properly put in against the competition like Tesco and Sainsbury's.
"The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations a company uses to pursue its advertising and marketing objectives."(Dolak, 2008). Thus Marketing communication mix is a group of tactical elements which give rise to the overall marketing communication mix of an enterprise. These tactical elements include advertising, personal selling, sales promotion as well as public relations. In its essence, a marketing communication mix is the second name of one of the P's of marketing i.e. Promotion and it is a group of activities which give rise to the overall promotional mix of the organization.
In order to effectively set the marketing communication mix, it is very important for the organizations to take into account various factors since each of the elements of the mix has its relevant strengths and weaknesses therefore their use and design should be effective in order to achieve the maximum results.
It is also important to note that each element of marketing communication mix may be used according to the product life cycle if we consider a marketing communication mix of a product only however when we take into the account the whole organization and view the marketing communication mix of that organization, we must consider the fact that marketing communication mix strategies may significantly vary with each organization according to the life cycle stage of the organization. However for the organizations such as super market stores, it becomes more complicated because these stores do not necessarily sell one product or service therefore it becomes more complicated when dealing with the marketing communication mix issues of chain stores.
This report will study and analyze the marketing communication mix of three of the most important players in the super market i.e. Tesco, Sainsbury's and costcutter. The chief aim of this report is to present a comparative analysis of the marketing communication mix strategies of these three companies.
Marketing Communication Mix
This section of the report will present the present marketing communication mix strategies being adopted by three important organizations working in the super market.
The following section will present a comparative analysis of the marketing communication mix of the three given companies.
Tesco has been considered the largest superstore in UK having comprehensively taken over the Sainsbury's. The core belief of the company that is "to create value for customers to earn their lifetime loyalty" suggest that the company value most its interaction with its customers and advertising strategies, being one of the most penetrating means of reaching to