Brand heritage Tesco is the largest and most popular supermarket chain in Britain today. They have also branched out into many areas other than groceries as they strive to satisfy their customer’s needs in every which way possible. This need to keep their customers happy is of core importance to their brand. Tesco was founded in 1924 and adopted the strategy of pile it high‚ sell it cheap’; although today’s strategy is much more sophisticated than this it does still hold some similarities. They
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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
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