PASS 1 UNIT 3 A Essay

Submitted By robert-le
Words: 1622
Pages: 7
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In this task I will be describing how the following marketing techniques are used to market products in two organisations. The two organisations I will be looking at are Tesco’s and Ryan Air. I will be also explaining the three techniques the two organisations uses which are Ansoff’s product matrix, branding and relationship marketing.
Ansoff’s Matrix
In the Ansoff’s Matrix there are four strategies. The four strategies are:
Market Penetration – An Organisation/Business selling more of the same product in the existing market.
Product Development – An Organisations/Business which increase sales by improving present products or developing new products to maintain in the market.
Market Development – An Organisations/Business which expands their market with the existing product.
Diversification – An Organisation/Business which sells new products in a new markets.
Branding
An Organisation/Business which has a sign symbol or design, or a combination of them to allow it to be recognise by people and also to identify them from the competitors.
Relationship marketing
Relation marketing is a strategy which is design to maintain customer loyalty, interaction and long-term engagement. One relationship marketing strategies could be, providing customers with the best offer.
TECSO’S
Tesco’s Ansoff’s product matrix
Market Penetration
Tesco will advertise good deals weather it’s on TV or on billboards. This will grab the consumer’s attention and tempt them to shop at Tesco because of the good deals they offer. They also offer 2 for 1 on their products. This creates a big number of sales within the company. If Tesco carries on offering good deals repeated customers will carry on shopping at Tesco’s and the company will increase their numbers of sales

Product Development
Tesco’s increase their sales by improving present products or developing new products. Tesco’s improved their present products by creating three level for their product which are values, normal and finest. They also have products which have a category such as Tesco- Finest, Wholesale, mobile ect
Tesco’s also provides different variety of international food such as Chinese, Italian, Indian ect. This will allow customers to try something new or aimed at people who are able to buy their own traditional food. This will become a popular thing and increase the number of sales and profit.
Market Development
Tesco’s are an international company which has expanded to over 14 countries, through Asia, Europe and America. They have about 6000 stores selling the same product such as food, clothing, electronic devices ect. They also expanded their market by divided into six formats, differentiated by size and the range of products sold.
Format
Number
Total
area (m²)
Total
area (sq ft)
Mean
area (m²)
Mean
area (sq ft)
Percentage
of space
+/- Stores
2012/13
Tesco Extra
238
1,584,090
17,051,000
6,656
71,643
42.74% 8
Tesco Superstores
481
1,305,566
14,053,000
2,714
29,216
35.23% 10
Tesco Metro
192
199,277
2,145,000
1,037
11,172
5.38% 2
Tesco Express
1,547
333,336
3,588,000
215
2,319
8.99% 120
One Stop
639
92,067
991,000
141
1,551
2.48% 26
Tesco Homeplus
12
48,588
523,000
4,049
43,583
1.31% 1
Dobbies
32
143,071
1,540,000
4,471
48,125
3.87%
1
Total
3,141
3,705,995
39,891,000
1,180
12,700
100%
166

Diversification
Tesco’s has provided new products in their market to maintain in a highly competitive market. In their different format they have different apartments which sells different products apart from food such as electronic devices such as mobile phone, TV’S and video games. They also sell clothing’s, Medicine toys and so on. This will allow consumers to find or buy the products that they need easily. They also have a petrol station within the company which are one of Britain largest petrol independent retailers.

Branding
Shape of the Tesco Logo: The current version of the Tesco logo was introduced in 1996 that featured a modern look and included the five stripe reflections under
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