Analysis of Tesco and Toms Marketing Communications Strategies
Read two cases – “Tesco makes step change in how it talks about food with
new campaign” https://www.marketingweek.com/2017/01/09/tesco-makes-step-change-talks-food-new-campaign/?ct_5a5ce879411d4=5a5ce87941275 and “How TOMS engaged 3.5 million people in one day” https://www.marketingweek.com/2016/06/29/how-footwear-brand-toms-engaged-3-5-million-people-in-one-day-using-tribe-power/ – and answer the following questions.
1. What are the advertising objectives of the two companies (Tesco and TOMS)? What theoretical frameworks can explain each company’s communication strategy? (20 points)
2. Discuss the advantages and disadvantages of the TOMS 2016 advertising campaign support your arguments with findings from literature. For what type of companies might this type of advertising be effective? (30 points)
3. Analyse the Tesco’s’ Food Love Stories https://www.youtube.com/watch?time_continue=7&v=NNjb0h4Qzdc and its ongoing marketing campaign. From a theoretical point of view by discussing the communication process including the source, message and channel factors. (30 points)