The Brand Promotion of Tesco in Beijing City, Research Proposal

The Brand Promotion of Tesco in Beijing City, - Research Proposal Example The research methodology is explained in terms of selection of the methodology, and the process employed for data collection, processing and analysis. The thesis of the research to be undertaken is the assessment of the brand promotion of Tesco in Beijing city, particularly related to the sales promotions strategy and tactics employed by the company to target the house wives segments for its products and services. The purpose of the proposed research study is to be able to analyze the marketing strategies that are employed by the retailer Tesco in China. More specifically the role of sales promotion as used by the company to target the housewives of the Beijing city is analyzed to determine the effectiveness of the sales promotion, the change in consumer perception due to promotions, the changes in the consumer behavior as a result of the promotion and the contribution that it makes to the overall brand persona of Tesco. 5. Recommend any possible marketing, advertising, branding and promotion strategies related to sales that can help Tesco better target their customers in China and attract them towards the products and services of the company The proposed research would be based on the concept of marketing management as highlighted by Kotler (1988) which is the process if applying the theories of marketing and the relevant strategies into the marketing techniques and actionable tasks for the promotion of a business. Another theoretical concept that is used by the proposed research is that of branding and brand management. Essentially a brand is a perception of a company or an entity in the minds of the consumer. However the management of the brand is an extension of marketing and is strategically linked with promotion. Aside from this the concepts of sales promotions, consumer behavior, consumer purchase behavior, consumer decision making process are also explored in the research in relation to how they influence the promotion strategy used by Tesco to target housewives in Beijing. The proposed research can provide to be significant for students, marketers, future researchers in the field of brand promotion and marketing as well as for the Tesco Company. The students can be provided with possible linkages between the sales promotion strategy of the company and the overall brand promotion of a brand. Moreover the promotion employed by brands in different markets can also be highlighted through the