Sales and Marketing: Role of Technologies and Segmentation Strategy

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