Sales and Marketing: Role of Technologies and Segmentation Strategy

This report discusses the importance of sales and marketing in the success of an organization, focusing on Sainsbury's. It evaluates the role of current technologies in improving relationship marketing and explains how data obtained about customers contributes to service excellence and customer expectations. It also analyzes the current segmentation strategy of Sainsbury's and suggests improvements that would impact its targeting and positioning strategies.

Sales and Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Evaluate the role of current technologies in improving relationship marketing. Explain how
the data obtained about the customers contributes to improvement of service excellence and
customer expectations, especially through online ways.........................................................3
TASK 2............................................................................................................................................5
The current segmentation strategy of the organisation. Identify how these strategies can be
improved and what impact this will have on its targeting and positioning strategies............5
TASK 3............................................................................................................................................8
Identify a potential new target group for your chosen organisation and make suggestions as to
how you could best cater to their specific needs and requirements.......................................8
TASK 4..........................................................................................................................................10
Recommendations on changing the current product or service strategy of the organisation so
that the customer needs are met with greater levels of satisfaction.....................................10
CONCLUSION .............................................................................................................................11
REFERNCES:................................................................................................................................12
Books and Journals:..............................................................................................................12

INTRODUCTION
Sales and Marketing are two important functions of an organisation. They helps the
organisation to increase the reach by attracting more and more customers. Along with that it
helps to boost the sales of the organisation. Marketing is a vital process that persuades customers
to buy the goods and services offered by the company by developing the product in such a
manner that satisfies the needs and wants of customers (Datta, Ailawadi and Van Heerde, 2017).
Marketing facilitates sales. If the marketing is strong in an organisation it helps the organisation
to have good sales and enhances the revenue of the organisation. This report is based on
Sainsbury's which is second largest chain of super market in United Kingdom. The company was
founded in 1869 by John James Sainsbury. The firm started with a small shop and due to their
regular development and innovation now Sainsbury's has captured around 16% of share of
supermarkets. The company has wide range of products. The report is based on importance of
sales and marketing in success of an organisation. There is discussion related to segmentation,
targeting and positioning done by the organisation. Along with that some recommendations that
would help company to become successful and serve more customers.
MAIN BODY
TASK 1
Evaluate the role of current technologies in improving relationship marketing. Explain how the
data obtained about the customers contributes to improvement of service excellence and
customer expectations, especially through online ways.
As the world is changing at a rapid pace. It is important for all the companies to know
about the changing trends in the market. The technology is advancing day by day and to cope
with the scenario all the organisations conduct a proper research and identify the need if
technology (Kumar, Choi and Greene, 2017). It is seen that digital marketing is a concept that is
in trend nowadays. As now everything is turning digitalised. Business have also started using
internet to promote their goods and services. The concept of traditional marketing is now left
behind. Also these digital ways are important for the company and also helps to improve the
relationship marketing of the company. The development in information and technology has
benefited the company and provided new ways to serve customers. It has enhanced competition

in the market and all the customers have got ease to purchase the goods and avail the service the
want to.
Relationship Marketing: It can be defined as combinations of activities done by an organisation
to retain customers and maintain long term relationship with them. It is different from traditional
marketing as the focus in on maintaining relationship with customers.
Digital Marketing: It is a process of use of internet to advertise the product and services of the
company. The digital channels such as websites, search engines, social media, mobile apps and
email marketing. In relation to Sainsbury's the company uses digital ways as a part of its
marketing strategy (Wang, Gupta and Grewal, 2017). The company has understood the
importance of internet and how they will help to attract more and more customers. These ways
also help Sainsbury's to retain customers by building strong relations with them. As digital
marketing helps the customers to stick around and the platforms provide company information
related to customers that helps top retain them.
Website: Sainsbury's has its own website and its advantageous to have website and that
helps to know about the needs and wants of customers. As there is 24*7 access to the website of
the company no matter the business is operating or not. The customers have access to all the
information they want to have along with that they can give their feedback that will help the
business by giving them the areas of improvement. Customers can post their likes and dislikes
that helps Sainsbury's to develop the product offered by the company. It relationship marketing it
is important to stay close to the customers and understand the needs and wants of customers.
This helps Sainsbury's to strengthen the position the relationship with customers.
Social Media: It is one of the most important way to enhance the relations with
customers. As social media sites help to communicate fast and in a easy way with customers.
Also nowadays customers have presence on social media that is a good platform to reach the
customers. These platforms influence the customers better and helps to build relations with the
customers. Sainsbury's is able to achieve success by having presence on social media platforms.
As the customers are directly attracted towards the company and knows about the update in
product and service it helps to retain the customers. As companies state about there discounts and
offers on social media. That helps to build relationship with customers and they also get personal
touch as they are direct contacting through social media like Facebook and Twitter that helps the

company to know about the customers and take innovative actions that helps Sainsbury's to
attract and engage the customers towards the company.
The data collected by customers helps to improve the service and customers expectations. The
various advantages that Sainsbury's Get by collecting the information about customers online are
mentioned below:
Taste and preferences: By gathering informations about the customers by analysing the
way the shop. There pattern of shopping helps the company to understand the taste of the desired
customer (Peltier and Deeter-Schmelz, 2020). Sainsbury's than provide them personalised offers
that are based on their shopping pattern. This helps to know about the needs of customers and
then company can satisfy them better. Satisfied customers do not switch and are part of the
company for long.
Product development and innovation: As the information provided by customers helps
the company to innovate product and make developments according to needs and preference of
customers. It is important to regularly update the products as per the desires of customers.
Product development is important as the main thing offered by company to customers is product.
The information about the customers is important to develop and innovate the product as that
helps Sainsbury's to satisfy the needs and wants of the potential customers.
Discounts and Offers: By collecting information through website of by the feedbacks
that are given by the clients helps the company to offer discounts to the customers. As company
comes to know about the likes and dislikes of the customers and that can help to provide them
discounts and offers as that will enhance the sales of the company (Espino-Rodríguez and
Rodríguez-Díaz, 2017). Providing them with personalised discounts helps to attract and retain
customers for long.
It is important to collect related and relevant information about the customers as that will
help the company. It is important to know about the needs and preferences of the customers and
the develop the product accordingly as that will help to retain the customers. Along with that
providing them discounts is another useful way that helps to build relations with the customers.

TASK 2
The current segmentation strategy of the organisation. Identify how these strategies can be
improved and what impact this will have on its targeting and positioning strategies.
Segmentation is a process of dividing the heterogeneous population into homogeneous
groups. In this the needs and wants of customers are identified and then they are grouped. It is
important for company to select the segment they want to serve (Peterson and Dover, 2021). It is
a process of dividing the market into smaller groups on certain parameters that are discussed
below:
 Demographic Segmentation: Under this bases the population is divided according to
age, income, gender, family size, education etc. It is important to find the group that is
available to the company. As people of these groups generally have same preferences.
 Geographical Segmentation: Dividing the customer base according to the area they
belong to comes under geographical segmentation. As the people of different regions,
localities generally have different needs and wants. The company should understand their
needs and then segment the customers.
 Psychographic Segmentation: Dividing the customer group according to their values,
beliefs is called psychographic segmentation. As these people if grouped together can be
satisfied better.
 Behavioural Segmentation: It is the process of segmenting the customer’s on the basis
of their behaviour. That helps the customers to take purchase decisions.
In relation to Sainsbury's the company should know about the customers needs and
wants. It is important to know about them and then segment those accordion to the available
segments (Nunan and et.al., 2018). By selecting the right group of customers and focusing on
them helps the company to serve the customer’s better. Sainsbury's has benefited through the
segmentation strategy as they are able to improve the customer service standards and able to
serve the customers effectively. This also helps the company to enhance the sales of the
company. Also it helps to gain advantage over the competitors.

Targeting is a process of deciding the group of customers that will be served by the
company. It is important to decide and select the target group of customers effectively as success
of company depends on the customer group they are serving. It is a strategy that breaks
population into small segments and then selecting among them. The company gets various
advantages of targeting the right group of customers (Prabowo, 2019). In relation to Sainsbury's
the company targets is family especially the mothers. The company uses various strategies to
satisfy the customer’s. The advantage of deciding the target audience are mentioned below:
Speak directly to a defined audience: As by targeting the company is able to know its
customers and directly talk to them. As it is not possible for a company to serve all the customers
and understand their needs and wants. Sainsbury's get advantage by targeting the customers and
then only making efforts to satisfy them and attract them.
Attract and convert high-quality leads: As the company knows about the their target
audience and have direct word with them it helps to attract the customer’s. The marketing
strategy will help the company to connect with right people. Sainsbury's is able to attract the
target customer’s effectively. This is helpful for company.
Differentiate your brand from competitors: As through targeting the company is able
to directly talk to the target customers. Also that helps the customers to identify identify the
uniqueness of brand. Sainsbury's has got advantage of this and then it will help to differentiate
company from that of competitors (Andersson and Axelsson, 2018). The better the company has
understood the importance of targeting they are able to gain competitive lead.

Build deeper customer loyalty: The company is able to gain advantage over the
competitors and established a strong image in front of desired audience. This helps the company
to gain loyal customers. Also as the target audience are clear Sainsbury's make efforts to satisfy
them by building strategies for them. This helps company to gain customer loyalty.
Improve products and services: Knowing about the needs and wants of customers help
the company to understand and have proper knowledge of the desires of the customers. This is
beneficial as the company is able to make changes in the product and service as per the desire of
customers (Honerkamp, 2020). This helps Sainsbury's to satisfy the needs and wants of
customers effectively and make changes in the product according to the desire of customer’s.
The company is able to improve the features of the product in a way that is liked by the
customer’s.
Stay focused: There are various benefits associated with targeting. The company is able
to know about the strategies that would helps them. It helps the Sainsbury's to work in favour of
vision that is established by the company.
Positioning is the process of establishing an image ion the mind of customers. It is the
place where company positions its brand, means where wants all the customers to recognise their
products and services (Syam and Sharma, 2018). It is vital to position the products offered by
company in an appropriate was as it helps the company to achieve success. In regard to
Sainsbury's the company has positioned as a brand offering quality products.
TASK 3
Identify a potential new target group for your chosen organisation and make suggestions as to
how you could best cater to their specific needs and requirements
Sainsbury's is a company in retail organisation and is probably catering the needs and
wants of customers effectively. It is important for an organisation to know about the current and
changing needs of the population so as top serve them better(Beqiri, 2020). As customers are the
main part of any organisation. It is vital for every organisation to satisfy the needs and wants of
all the customers. To fulfil the expectations of customers Sainsbury's conducts proper research
about the changing taste and preferences of the customers. Along with that it is essential to know
about the current trends in the market.

As discussed earlier the target group that is served by Sainsbury's is basically family. The
company all the retail products that are required to every family. Sainsbury's focus on the quality
of goods offered by them as that matters a lot for the families. To satisfy them the company
provide them various discounts and vouchers that not only engage the customer but also helps to
retain them. Now Sainsbury's is planning to expand the customer base. Below mentioned are the
steps that would be followed by Sainsbury's to identify the target group of customers:
Step 1: Identify the problem
The first and foremost step is to identify a problem in the market and the find out how the
product of the company can solve the identified problem (Deepak and Jeyakumar, 2019). Along
with that find the benefit associated with the features of the product offered by the company.
Step 2: Check Out the Current Customer Base
The next step to target new customers is to find out the already existing reason of why
they are buying from the company (Ružić and Benazić, 2018). In this step company has to
identify the benefits that are associated with their products and how those are satisfying the
needs and wants of the customers. This will help the company to serve new customers.
Step 3: Research the Competition
It is vital to know about the competition in the market. Different strategies are to
formulated by the company if the competitors are already serving that group of customer’s.
Step 4: Decide on Specific Demographics to Target
As the competition is evaluated ow the next step is to select the demographics like age,
gender, income, background of the new target group of customers. As these are important factors
as this help to select the most appropriate target group of customer’s.
Step 5: Take Account of Your Target Market’s Psychographics
This step is based on identifying the the attitude and beliefs of the selected target group.
It is essential to identify their personal characteristics as that is impacts the success of the product
offered by the company (Holt, 2020).
Step Six: Evaluate.
The last step is to evaluate the target audience. Like the price of the product will it be
affordable to all the customer’s. The way to each customers and the benefit of product and
service offered (Thaichon, and et. al.,2018). This is last but not the least step. This step checks

that all the above steps are conducted effectively and the decision taken by company is effective
or not.
Above steps will help Saninsbury's to select new target audience for the company. As the
company is already serving and targeting family. The new target group that can be served by
company is youth (Sharma and Chopra, 2020). As they live out of their house for study or for
job. Providing them ready to eat food items will attract them. This will increase the ease for
them. As the digitalisation is at boom the youth generation uses social media. So that is platform
available to Sainsbury's to attract more customers and serve them. It is vital to follow all the
steps and find the right choice of target customers as the success of company depends on the
customers they are serving. As the new target decided is youth generation so it is important for
the company to take care following points that are mentioned below:
 First and foremost point is that they should understand the needs and wants of new target
group effectively and take measures to launch the new product in such a way that
satisfies the needs and wants of customers effectively.
 The price of the product also impacts the buying decision of the customers. So it is
suggested that Sainsbury's should launch new product at price that is affordable for the
customer’s. The pricing strategy of the company matters a lot and helps the company to
increase the sales of the Sainsbury's.
 As the new target audience identified by the company are youth people. They should
design new strategy to attract them. As marketing plays a vital role in enhancing the sales
of the company (Johns, 2020). They should use digital marketing to attract and reach new
customers. As customers have presence on social media good way to attract them is to
promote the product through social media. As it has strong reach will able to spread the
information related to customers effectively.
 The company should use the established image and tell the benefits and features of the
products to the new customers so that they get attracted towards the company. Also he
company should make efforts to attract already existing customers. So that they do not
feel left out and become part of the organisation. It helps the company to serve the
existing customers as well as new target customers.
It is important to identify the needs and wants of customers and then decide the target
group of customers that can be served by the company. There is need of new technology to

attract and retain customers. There are various steps to identify the target customers and to attract
them towards the company to enhance the customer base of the company.
TASK 4
Recommendations on changing the current product or service strategy of the organisation so that
the customer needs are met with greater levels of satisfaction.
It is seen that Sainsbury's s expanding the customer base by launching new product for
the new target group. It is important to know about the needs and wants of customers and
identifying a problem that can be solved through launch of product by the company. It is a vital
task to know the attitude and beliefs of the customers so that they can be satisfied better.
Recommendation will help the company to implement the strategies effectively. As every
company make efforts to satisfy their customers. The suggestions for the company while
changing the current product are mentioned below:
 Sainsbury's should first of all communicate the information related to launch of new
product to all the customers. It is vital to make all the customers aware about the launch
of new product. By spreading information the customer’s will be attracted towards the
organisation. As the information and benefits related to the product will help to persuade
the customer’s towards the organisation.
 Establishing a strong and power full image of the product in the market. Positioning the
product is vital for a company. The better the company positions the product, better it
will be for the company. As this helps to shape the service better and effectively. Also it
helps the company to gain advantage over the competitors.
 Sainsbury's should take care of the competition in the market. If other competitors are
already selling same product than the company should make efforts to make innovation
in the product so that the target customers come and buy from the company. To gain
advantage over the competitors it is important to have strong marketing and selling
strategies.
 The price at which the company will offer the product is also important. It is suggested
that at the initial phase of product it is important to keep the prices low as that will attract
more number of customers. The affordability of the product is important as the product is

new in the market. The low price does not mean that the product should compromise the
quality.
 Sainbsbury's is known for its quality products. So now they should also take care of the
quality of the product they are now launching. The quality of the product will attract the
customers and let them become loyal towards the organisation. It is vital for the company
to maintain quality of the product and serve the customer’s.
 Along with that it is suggested that the company should provide discounts and offers to
the customers. So that they are engaged towards the products offered by the company. As
the company is targeting new customers. To attract and influence them towards the
company, it can be seen that they customers are given discounts and coupons to new
customers.
 Digital marketing is important tool that can be used by Sainsbury's. As the customers are
turned digitalised. Company also needs to switch towards digital modes. Sainsbury's
already have presence on social media platforms. Then should continue that post all the
updates related to the new product launch. The should advertise he new product so that
they are able to enhance its reach and customers are aware about the new product of the
company.
 The task is not only to attract the customers the company should provide goods in such a
way that they are engaged in the organisation. Sainsbury's should formulae strategies that
can help them to retain the customers for long and that will define the success of launch.
The task is to attract and retain the customers in the company and satisfy their needs and
wants effectively.
 The most thing that should be taken care by the company is to conduct research and take
feedback from the customers on regular basis so that they are able to innovate and
develop the product in a way that satisfies the need and wants of the customer’s. Along
with that the current trends in the market should also be studied and efforts should be
made to serve the customers according to the current trends in the market.
All these recommendations will help Sainsbury's to lunch new product successfully and
to satisfy the already existing customers of the company. Along with that it will help the
company to serve the target customers effectively.

CONCLUSION
It can be summarized that sales and marketing play an important role in an organisation.
It is vital for an organisation to establish strong marketing helps the company to enhance the
sales. As technology is updating at rapid pace it is vital for the company to use current
technology as that directly impacts the relationship marketing of the company. Segmentation,
targeting and positioning strategy of the company is discussed in the report. As the company
wants to target new customers so the steps and the suggestions related to identifying new target
market is discussed in this report. As it is required to to satisfy the needs and wants of customers.
At the end of the report there are recommendations as the current product ofhe company is
changing. Also the service strategy for the organisation that helps to enhance the customer
satisfaction.

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