Contemporary Issues in Marketing: Exploring the 4Ps Marketing Mix with Sainsbury

This report explores the meaning and concepts of marketing, the 4Ps marketing mix, and how Sainsbury uses it to sell their products. It also covers contemporary issues in marketing and how it affects the industry. The report includes an introduction to the product and services offered by Sainsbury, and an explanation of the 4Ps of marketing mix.

Contemporary Issues in
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Explanation of Marketing............................................................................................................3
Explanation of marketing mix.....................................................................................................4
Explanation of 4Ps marketing mix..............................................................................................5
Introduction to the product and services......................................................................................5
4Ps of marketing mix...................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refers to the activities that the company undertakes in order to promote the
buying and selling of the products and services(McCarthy, et.al, 1979). The company
undertakes various marketing strategies in order to sell their products to the customers.
Contemporary issues in marketing refers to the complex set of issues that is currently affecting
the marketing(Parsons, et.al, 2017) .The report cover the meaning and concepts of marketing,
concepts related to marketing mix, explanation of 4Ps of marketing mix. The report also
highlights the 4 Ps marketing mix of the chosen company that is Sainsbury.
MAIN BODY
Explanation of Marketing
Marketing is defined as the activities that is conducted by the company in order to
promote the buying and selling of the products and services and includes selling, advertising
and also delivering the products and services to the customers according to their needs and
preferences. The scope of marketing is increasing rapidly as every company wants to grow and
expand its operations in the domestic and international markets(O’Cass, and Wetzels, 2018).
The firm uses various marketing techniques and strategies to sell their products and services in
the market and to achieve the goals and objectives of the company. It is helpful in the
transferring of the goods from retailers to consumers.
Marketing is a complex process which involves many people who are assigned the task to
promote the products on various platforms. Therefore, marketing helps in enhancing the
employment rate as many people are involved in performing various functions such as buying,
selling , transporting of the products from one place to another. For implementation of effective
marketing strategies, company first evaluate the market trend, preferences and demand of the
customers and then plan strategies accordingly by delivering the goods as per the expectation of
the customers resulting in generating sales for the company.
With the changes and advancement in the technology, the company is adopting various
digital marketing methods in order to promote their brand products and to attract large number of
customers through attractive deals and offers. Companies use various types of digital marketing

such as Search Engine Optimization , content marketing, social media marketing , Email
marketing marketing etc. With the help of these tools and techniques, the company can promote
their brand on the various websites which enable the customers to be aware about the products
and services offered by the company and attract large number of customers resulting in increase
in the sales of the company.
Explanation of marketing mix
Marketing mix refers to the strategy that the firm uses in order to define the products and
services offered by the company. The concept of marketing mix was developed in 1953 and is
also defines as the collection of the ideas and plans that is followed by the top management in
order to promote the products manufactured by the organisation. It is one of the most important
marketing strategies(Constantinides, 2002). With the help of identifying the various elements of
marketing mix allows the company to make effective decisions that helps in developing the
strength of the business. With the help of the decisions taken , it helps in becoming competitive
in the market.
As the resources are limited and in order to compete in the market there should be proper
utilisation of resources which helps in reducing the cost that is incurred by the company and with
the proper marketing strategies the company can reduce the costs and generate their sales and
make profit. Every company has different departments and every department has its function to
perform. The communication in the internal management flows from top to bottom level of
management so it helps in enhancing proper communication in the management.
The marketing mix consist of 4 principles that is :
 Products: Products is considered as an important element and principles of marketing. IT
can be in the form of goods or services that is provided by the company. The products or
services offered by the company should be according to the needs and preferences of the
customers(Gronroos, 1994). In order to deliver quality products in the market , it is
important for the management to evaluate the market trends and deliver the products
accordingly.
 Price: This element determines the prices of the products and services. The company
uses different pricing strategies.

 Place: The company makes various decisions regarding the place to sell their products to
the consumers. The main objectives are to find the place where the products are easily
available to the consumers.
 Promotion: In order to promote the products, the company use various promotional
strategies such as use of social media marketing , content marketing , advertising to
promote their products to attract the customers to buy their product.
Explanation of 4Ps marketing mix
The 4 P s of marketing refers to the four elements the is comprised of the various process
of marketing a particular products or services of the company(Borden, 1964). It considers
various factors such as understanding the needs and requirements of the customers, consider the
distinguishing factors in order to increase the competitive advantage. The 4 P s of marketing are:
Product, price, promotion, and place.
 Product: Product refers to the goods or services that is offered by the company to its
customers . The products offer by the should fulfil the needs and requirements of the
customers. For successful implementation of plan , the company need to understand the
product life cycle and then create plan in order to deal with the products.
 Price: Price refers to the cost that the consumer pays in exchange of the products they
purchase. The prices set by the company should be reasonable so that customers can
afford the price of that product(Rowley, 1998). The firm adopts the effective pricing
strategy which the customer can afford and aloes increase the profits of the company.
 Promotion: The company plans effective strategy in order to promote the products and
services offered with the help of various promotional techniques such as social media
marketing, content marketing etc.
 Place: Place includes selecting the best place where the products and services are to be
made available to the consumers. The motive behind is that to ensure that the products
are readily available to the consumers at the appropriate place.
Introduction to the product and services
The Sainsbury is offering wide range of the product and services as it is the third largest food
retail company which leading the market of United Kingdom in effective as well as efficient
manner. The organisation has more than 1500 own brand product in domestic as well as
international marketplace. The commodity of the organisation includes the variety of fresh and

bakery, meet, essence, nutrition, frozen, drink, wellbeing, cosmetic, entertainment, electrical
gadgets etc ( Hanssens, and et.al 2018.). Along with the product the organisation is offering the
exclusive services to the customers at the cheaper prices as compare to the competitor
companies. In context to offers the product and services to the customer currently the
organisation is operating approx. More than 872 stores. For providing better experience to the
customer the company employs more then 150000 in order to make more better experience for
the consumers.
4Ps of marketing mix
Product: the company sells many products to the customers in order to enhance the experience
of the customers. Due to great offering of the products the company is continuously growing and
acquiring the success in the marketplace. Moreover, the company is improving the quality of the
product and services ( Abedian, and et.al 2021). The organisation is continuously investing the
product which is manufacture and developed by the Sainsbury. Due to that the organisation is
obtaining great values and reputation from the market due to the exclusive quality. Due to the
best company product the Sainsbury is increasing the supply chain as well as making business
relation with the suppliers and the customers. It also attracts the buyers and increasing the
awareness among the people due to the quality. Therefore, the organization is renowned for the
attractive services and exclusive plus premium products. With the aim of stiffing the large
numbers of the customer the organisation delivers the product and services according to the
buyers needs or taste and preferences. Moreover, the organisation follows the market trends in
order to increase the satisfaction from the product of the company that also encourage them to
continue shopping from the Sainsbury ( Lahtinen, Dietrich and Rundle-Thiele, 2020).
Prices: the organisation is offering the fair prices for the product and services of the company in
effective as well as efficient manner. In order to deliver the affordable price to the customer their
organisation develop and deliver the right price by plan of action. Fathomer which develops the
interest of the people because in the current period the people willing to prefer those products
which are necessary, and easily available at the minimum prices. For the premium quality
product, the company charges price. As compare to the other brands which are offering same
services are delivering more expensive product then the Sainsbury and this is the reason the
people trust more in the Sainsbury brand. The affordable pricing of the priooduct worked as the
competitive advantages of the company. In order to reduce the extra prices of the product and

services the company provide their own designed and developed legal at effective cost. In order
to reduce the price for the potential customer the organisation continuously provide rewards,
bonuses and discount offers to the consumer that increase the value of the company and willing
to prefer the proceptivity of the company.
Place: the organisation distributes the product and services in the large area for increasing the
demand of the company. For the comfort and flexibility of the customers or the buyers the
organisation offers two types of services online as well as offline ( Anjani, Irham, and Waluyati,
2018) . For the online the beers buy the product from the online mobile application and for the
offline the customers can visit the well designed and maintain supermarkets or the stores of the
Sainsbury. For providing the productivity easily to the customers the company is operating 600
supermarkets and around 800 other stores of the Sainsbury. After the covid 19 most of the
people are prefer to buy the product from the online stores in order to control the spread of the
virus and maintaining the distances. The organisation offers the services in the short period of
time that increase the demand oof the company’s product and services in the marketplace.
Promotion: in order to communicate or make interaction with the customers the company is
prompting the business with the various plans of actions. For the promotion of the productivity
of the organisation the company is using online as well as offline platforms. For the prompting
the business online the organisation used social media marketing strategy which includes
Facebook, Instagram, mobile app, chrome, google, pint rest, yahoo etc. For increasing the
awryness with the offline platform the company utilized newspaper, TV, radio, billboards,
magazine etc. With the assistance of online platform the company resolve the quarries and
provide solution to the customer in very short period ( Stead, and Hastings2018). Moreover, the
Sainsbury utilized the famous personality renowned as the celebrity for prompting the business
in adequate manner. With the assistance of the advertisement and the promotion the organisation
generates extra revenue. Moreover, for increasing thee awryness the company sponsor various
sports which is organised in the up. Along with that the company offer loyalty scheme to the
customers. Further that increase the satisfaction of the customer and help in the process of
diction making at the time of pochade=sing and choosing the product.
CONCLUSION
From the above report it will be concluded that the marketing mix and them arcing play huge
role in increasing the value of the company in domestic as well as international marketplace.

With the assistance of the promotion the organisation can promote the product and services of
the company in effective as well as efficient manner, due to that it also increases the scale of
growth, productivity, and profitability of the company (Thabit, and Raewf 2018) . The present
report mentioned the element of the marketing tend the role marketing mix play in the company
which is extremely essential. Moreover, the report highlighted the marketing mix of the product
and services of the leading company Sainsbury which has high value and image in the
marketplace.

REFERENCES
Books and journals
Abedian, and et.al 2021. A game theory approach to selecting marketing-mix strategies. Journal
of Advances in Management Research.
Anjani, H.D., Irham, I. and Waluyati, L.R., 2018. Relationship of 7P Marketing Mix and
Consumers' Loyalty in Traditional Markets. Agro Ekonomi, 29(2), pp.261-273.
Borden, N.H., 1964. The concept of the marketing mix. Journal of advertising research. 4(2).
pp.2-7.
Constantinides, E., 2002. The 4S web-marketing mix model. Electronic commerce research and
applications. 1(1). pp.57-76.
Gronroos, C., 1994. From marketing mix to relationship marketing: towards a paradigm shift in
marketing. Asia-Australia Marketing Journal. 2(1). pp.9-29.
Hanssens, and et.al 2018. Consumer attitude metrics for guiding marketing mix decisions.
In Long-Term Impact of Marketing: A Compendium (pp. 557-600).
McCarthy, teal, 1979. Basic marketing (pp. 29-33). Ontario, CA, USA: Irwin-Dorsey.
O’Cass, A. and Wetzels, M., 2018. Contemporary issues and critical challenges on innovation in
services. Journal of Product Innovation Management. 35(5). pp.674-681.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Parsons, et.al, 2017. Contemporary issues in marketing and consumer behaviour. Routledge.
Rowley, J., 1998. Promotion and marketing communications in the information
marketplace. Library review.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing (pp. 29-43). Psychology Press.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies, 4(4).
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