PRS304 Public Relations and Media Techniques Proof Reading Service

PRS304 Public Relations and Media Techniques Proof Reading Service

Introduction

The assignment is discussing about various aspects of media campaign for Tesco in which values of the company are associated with the aspect of working as a team, trusting and respecting one another, listening, supporting and saying thank you as well as sharing knowledge as well as experience. The organization acknowledges the fact that to look after the employees of the company through a culture of trust and respect is considered significant for Tesco’s success.

Assignment

General Background

The client that has been chosen for the media campaign is a British multinational grocery and general merchandise retailer named Tesco Plc. Tesco is having its headquarters at the UK having more than 3500 stores as well as more than 3,00,000 employees. The core purpose of the retail organization is ‘Serving Britain’s shoppers a little better everyday’. Therefore, to serve the customers is of utmost significance for the retail organization, assisting them for enjoying a better as well as easier living standard. Apart from the UK, the retail organization is having its presence in different countries such as India, Malaysia, Czech Republic, Hungary, Ireland, Poland, Slovakia and China. At Tesco, prime importance is being given to the different values that are being inculcated for assisting the company to do its expansion into new markets as well as countries. The values of the company are associated with the aspect of working as a team, trusting and respecting one another, listening, supporting and saying thank you as well as sharing knowledge as well as experience. (Cox, 2014) The organization acknowledges the fact that to look after the employees of the company through a culture of trust and respect is considered significant for Tesco’s success. The employees will be giving their utmost effort in respect of the customers when their efforts will get due recognition as well as reward regarding the work that they are collectively doing, when they are getting the scope to make progress as well as when they are receiving assistance in their career growth in the business.

Aims and objectives of the campaign

The aims and objectives of the media campaign is to have a better understanding of the customers, being the first to actualise their requirements as well as acting responsibly in respect of the communities. Any media campaign that is devised by Tesco is focused towards meeting the needs and wants of the customers, what is essential for them and then to make improvements based on those requirements. The company wants to reach out to their customers via the campaign by using different kinds of media that ranges from the print media to the digital media. (Jenkins, 2011)

The aims and objectives of this particular campaign of Tesco are to promote their ‘Ready-made meals for the working professionals’. In doing so, the main aspects that are being targeted by the company are brand recognition, purchase intent, sales growth as well as goodwill. In respect of brand recognition it can be stated that the major aim and objective of the campaign is to build or maintain the recognition as well as awareness for the products that will assist the customers to understand as well as connect with the brand image of the product. (Cox, 2014) This will assist in gaining loyalty of the customers as well as profitability relating to the ready-made meals. Then, after creating awareness amongst the customers, the next objective is motivating the purchase intent. Tesco does this by using different tools of promotion that includes free trial offers or first-time buyer discounts. Another important aim and objective of this media campaign is to achieve sales growth by driving revenue or the flow of cash as well as for the expansion of business into newer markets. This media campaign’s aim and objective is also to do the promotion of goodwill in relation to the working professionals. (Griffin, 2015) For instance, the retail organization is doing the portrayal of the ready-made meals as the food products that will really help the working professionals to save time and energy that were required to prepare any meal. This sort of positive publicity will really assist the Tesco to build as well as maintain their goodwill in the market.

Statement of communication problems

Communication assists in contributing in an effective manner in relation to the success of an organization. The statement of communication problems is associated with the aspect of establishing the factors that are contributing towards poor communication.

The primary communication problem is related with the aspect of barriers relating to languages. For instance, a media campaign that is being made targeting the UK working professionals might not be successfully comprehended by the working professionals from China since there is a big difference in their taste and preferences, cultural background and so on. So, to make the campaign successful in China, the main aspect should be preparing the campaign in Chinese language for everyone to acknowledge. (Hayton, 2012)

The second communication problem is the absence of feedback. For instance, a campaign that has been designed for targeting the working professionals should be backed by appropriate feedback as well. Without taking feedback of the campaign from the target customers, the company will not be able to understand what improvements needs to be made for making it a successful ordeal. (Iqbal, 2011)

Stakeholder Analysis & Target Market

Stakeholder Analysis is considered to be the process to do the identification of the individuals or groups that are likely to influence or get influenced by a recommended action and arranging them in accord to their influence on the action and the influence the action will be having on them. In relation to the assignment, the stakeholder analysis will be done on the working professionals for whom the media campaign is being designed by Tesco. Therefore, the target market is obviously related to the working professionals.

The Stakeholder Analysis is depicted by the working professional’s position on a grid that will be showcasing the actions that the company is required to take with them. There are four categories in the grid such as high power, interested people; high power, less interested people; low power, interested people and low power, less interested people. (Cox, 2014)

The high power, interested people are considered to be the working professionals that Tesco needs to completely engage as well as make the best efforts for satisfying with their media campaign. The high power, less interested people is those working professionals for whom Tesco is required putting adequate work in relation to the media campaign for satisfying them but it should not so much that the working professionals get uninterested with the message that the retail organization is trying to convey through the media campaign. The low power, interested people are those working professionals that Tesco is required keeping sufficiently informed and have proper communication with them for ensuring that no significant issue is occurring. These types of targeted working professionals can provide a lot of assistance with the detailing of the media campaign. (Harrell, 2011) Finally, the low power, less interested people are those targeted working professionals that the retail organization should be monitoring through their media campaign but they should not bored with unnecessary communication.

Key messages

The key message of the media campaign for Tesco is relating to the aspect of readymade meals for the working professionals that should be brief, strategic, relevant, convincing, simple, memorable, genuine as well as tailored.

The key messages are to promote their ‘Ready-made meals for the working professionals’. In doing so, the main aspects that are being targeted by the company are brand recognition, purchase intent, sales growth as well as goodwill. In respect of brand recognition it can be stated that the key message of the campaign is to build or maintain the recognition as well as awareness for the products that will assist the customers to understand as well as connect with the brand image of the product. This will assist in gaining loyalty of the customers as well as profitability relating to the ready-made meals. (Griffin, 2015) Then, after creating awareness amongst the customers, the next key message is motivating the purchase intent. Tesco does this by using different tools of promotion that includes free trial offers or first-time buyer discounts. Another important key message of this media campaign is to achieve sales growth by driving revenue or the flow of cash as well as for the expansion of business into newer markets. This media campaign’s key message is also to do the promotion of goodwill in relation to the working professionals. (Harrell, 2011) For instance, the retail organization is doing the portrayal of the ready-made meals as the food products that will really help the working professionals to save time and energy that were required to prepare any meal. This sort of positive publicity will really assist the Tesco to build as well as maintain their goodwill in the market.

Campaign Strategies

The retail organization will take into consideration certain campaign strategies that they will be following in respect of their media campaign. These campaign strategies are communications strategy, resource mobilization strategy, scaling-up strategy as well as exit strategy.

The communications strategy is explaining the aspect of outlining the key messages as well as the channels and tools through which the campaign will get communicated with the target market. This campaign strategy will get evaluated by the feedback that will be received from the working professionals and the justification that can be given regarding this campaign strategy is that it will assist in connecting the readymade meal products with the targeted market.

The resource mobilization strategy is explaining the explaining the aspect of mapping the availability as well as necessary resources and also outlining the fundraising plan regarding the campaign. This campaign strategy will get evaluated by the feedback that will be received from the working professionals and the justification that can be given regarding this campaign strategy is that it will assist in connecting the readymade meal products with the targeted market.  (Frydman, 2013)

The scaling-up strategy is explaining the intention of bringing the campaign to a larger scale. This campaign strategy will get evaluated by the feedback that will be received from the working professionals and the justification that can be given regarding this campaign strategy is that it will assist in connecting the readymade meal products with the targeted market. (Furnham, 2012)

The exit strategy is determining when and how the campaign will get concluded. This campaign strategy will get evaluated by the feedback that will be received from the working professionals and the justification that can be given regarding this campaign strategy is that it will assist in connecting the readymade meal products with the targeted market.

Campaign Tactics

The terminology ‘tactics’ is being used for designating the means through which the deployment of resources are made as well as directed within a wider strategic aspect for reaching the necessary conclusions. The different tactics that can be used for the media campaign of Tesco are mentioned as under,

1. The advertising of the campaign through the use of posters, radio as well as TV announcements
2. To attract the attention of the media with the help of conducting press conferences
3. To use electronic action-alerts through the internet as well as mobile phones
4. To use new channels of media for spreading messages through social networks, videos, blogs, twitter and so on
5. To organize specialized conferences (Fernando, 2011)

In case of an online media campaign of Tesco, for their readymade meals that targets the working professionals there is the need for following the following tactics such as,

1. To tap into paid channels
2. To create custom landing pages
3. To consistently use social media
4. To diversify the types of content
5. To integrate strategic aspects

Campaign limitations

The limitations of the online media campaign for Tesco that is targeting the working professionals are mentioned as under,

Content – The social media campaign will be depending on the content that is posted online so the limitation in this regard is that when the content is not updated that is considered being unnecessary, then there might be a possibility of the campaign from becoming unsuccessful.  (Cox, 2014)

Response – There is an essential need for having appropriate communication with the target audience regarding a social media campaign. Therefore, another limitation in this regard is that if the retail organization fails responding to the queries that the working professionals will post, then there is strong possibility for the campaign to become unsuccessful.

Conclusion

This assignment is discussing about the aspect of media campaign that is focusing on better understanding of the customers, being the first to actualise their requirements as well as acting responsibly in respect of the communities. Any media campaign that is devised by Tesco is focused towards meeting the needs and wants of the customers, what is essential for them and then to make improvements based on those requirements.

References

Cox, S. (2014). Managing Information in Organizations. Palgrave Macmillan.

Fernando, A (2011). Business Environment. Pearson Education India.

Frydman, R (2013). Rethinking Expectations: The Way forward for Macroeconomics. Princeton University Press.

Furnham, A (2012). The Psychology of Behaviour at Work: The Individual in the Organization. Psychology Press

Griffin, R. (2015). Fundamentals of Management. Cengage Learning.

Harrell D., G. (2011). Marketing Management.  Simon and Schuster Pub.

Hayton, J (2012). Global Human Resource Management Casebook. Taylor & Francis

Iqbal, T (2011). The Impact of Leadership Styles on Organizational Effectiveness. GRIN Verlag.

Jenkins, D (2011). Managing Empowerment. Random House.