An evaluation of the role of aggressive pricing strategies in marketing campaigns - A Case study of Tesco

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ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

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DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

The purpose of the study is to investigate the role of aggressive pricing strategies in marketing campaigns. The aim of the study is to analysis the organizational implications of pursuing 'pricing' as a strategic initiative. This study organizes the existing theoretical pricing research in to a new two-level framework for the organizational pricing. First level consists of four pricing situation: New product, competitive, product line and cost -based, also cover all external and internal factors affect the pricing decision. Second level consists of the pricing strategies appropriate for a given situation. There three alternative pricing strategies which are normally used by organizations: Skimming, penetration and experience curve. This method used in the study was a combination of the theoretical and empirical research. The recent academic literature and previous research were used for the complete framework. The primary data was used in this dissertation to analysis the aggressive pricing strategy in marketing campaign which enable them to come up with expected profit and finally to find out the most popular strategy used by the companies in current market situation.

TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Company profile1

Rationale2

Theoretical framework2

Aim of research2

Objectives of Research3

Research questions3

Structure of the Research3

Chapter 2: Literature Review3

Chapter 3: Methodology4

Chapter 4: Finding and Analysis4

Chapter 5: Conclusion and Implications4

CHAPTER 2: LITERATURE REVIEW5

Importance of Pricing5

Marketing Approach6

Pricing Methods7

Price Promotions7

Pricing and marketing campaign10

Pricing situations and their determinants13

Tesco pricing14

Aggressive pricing15

Market power17

Summary of the literature review18

CHAPTER 3: METHODOLOGY19

Data Collection19

Data Analysis19

Limitations of Research20

Alternative research methods and justification for the resarch method20

Ethical concern21

CHAPTER 4: DISCUSSION/FINDINGS22

Descriptive statistics22

Relations of questions with the literature review32

Relation of findings/discussion with literature review33

CHAPTER 5: CONCLUSION35

Recommendations36

Pricing37

Campaigns success as mentioned by the literature38

New product development41

REFERENCES43

APPENDICES45

Questionnaire45

CHAPTER 1: INTRODUCTION

In this report main focus will be imposed on different types of pricing strategies which enable organizations to obtain their goal. As different companies adopt different pricing strategies to meet their organization goal, and to investigate how organization analysis a pricing problem and formulate a price strategy (Baker 2006, 12). Further various factors which effect pricing in the organization : cost of production , competition, customer demand , as organization have to move in accordance with these changing ...