Trendy Fashion for Everyone
Added on 2019-12-03
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MarketingPrinciples
TABLE OF CONTENTSIntroduction......................................................................................................................................3TASK 1............................................................................................................................................31.1 Marketing and its concepts....................................................................................................31.2 Benefits and costs of marketing orientation...........................................................................5TASK 2............................................................................................................................................52.1 Macro and micro factors that affect the marketing decisions................................................52.2 Segmentation criteria used by Sainsbury...............................................................................72.3 Targeting strategy for fashion products of Sainsbury............................................................82.4 The affect of buyer behavior on marketing activities of Sainsbury ......................................82.5 Positioning of fashion products of Sainsbury........................................................................9TASK 3............................................................................................................................................93.1 Development of product to attain competitive advantage.....................................................93.2 Distribution arrangement of Customized clothes of Sainsbury...........................................103.3 Setting price for customized clothes....................................................................................113.4 Promotional practice for customized clothes of Sainsbury..................................................113.5 Additional elements of existing marketing mix ..................................................................12TASK 4..........................................................................................................................................124.1 Marketing mix for two different segments..........................................................................124.2 Difference between marketing to business rather than customers.......................................134.3 Difference between international and domestic marketing.................................................14Conclusion ....................................................................................................................................14REFERENCES..............................................................................................................................162
INTRODUCTIONMarketing is a set of activities which are involved in the transfer of goods and servicesfrom manufacturer to final consumer. It is an important managerial process that pertains tocommunicate the worth of services and products to customers with the aid of promotionaltechniques. This aspect further helps in encouraging the sales and increasing productivity andprofitability of company (Lyons, 2012). . Therefore, marketing can be regarded as the backboneof business success. The main objective of marketing principles is to ascertain the needs ofcustomers and finding the suitable methods to fulfill those needs. In the present business report, different aspects of marketing principles withinorganization are explained. The report also states the implication of marketing orientation withinbusiness enterprise. In order to intensify the study, the big brand in retail industry of UK, JSainsbury has been selected. It provides a wide range of products and services with the help ofits retail stores, supermarkets etc. TASK 11.1 Marketing and its conceptsMarketing is a method by which organizations interact with its target customers todevelop a business relationship which is fruitful to both the parties. In other words, marketing isa managerial process of communicating the value of offerings to customers in order to boost thesales of their products and services. Therefore, marketing is a business tool that is used bySainsbury to increase its sales and profitability. Further, it involves various concepts ofmarketing which are explained as follows:Production concept: According to this concept, the customers prefer those productswhich are easily available at low cost (Wicker and et. al., 2012). Therefore, Sainsburytake effective measures to cut down the excess cost of production and provides goods andservices at minimum possible cost. The economies of scale help company at providingquality products at reasonable prices. Product concept: This concept states that customers prefer products that are unique andof best quality. Therefore, quality of products of company is a key factor that helps3
company in attracting large number of customers and retaining the loyal one. Sainsburyuses its marketing competence to intensify the quality of their products and services. Selling concept: As per this concept, the customers buy those products and serviceswhich are highly promoted. Therefore, Sainsbury adopt innovative promotional methodsto attract the target customers and to retain them in future. Marketing concept: It is the most effective and innovative method which states that inorder to earn lifetime loyalty of customers, it is important for company to concentrate onthe needs and demand of customers (Henley and et. al, 2011). This further leads tosatisfaction among customers. Therefore, Sainsbury conducts market surveys and askfeedback from customers to provide goods and services as per the wants of them.Societal marketing concept: With this concept, Sainsbury takes suitable measures toensure the sustainability of environment while providing goods and services as per theneeds of customers. The main concern of company under this concept is regarding theoverall welfare of society. Marketing ProcessAnalyze the marketing opportunities: For this aspect, Sainsbury conducts marketsurveys to collect information about customers, their needs and preferences. This furtherhelps company in identifying the marketing opportunities to attain competitive benefits.Selecting the target market: With this process, Sainsbury selects suitable market tosatisfy the needs of customers of that segment with the help of attractive marketingstrategies. For this aspect, Sainsbury uses segmenting, targeting and positioning methods(French and Bennett, 2015).Preparing the marketing mix: In this respect, company prepares a mix of marketingelements, that is, product, price, place and promotion to prepare a marketing strategywhich further helps Sainsbury in accomplishing its overall marketing objective. Managing marketing efforts: In this step, Sainsbury analyzes the marketingenvironment, designs the suitable plan as well as implements and controls the plan.Therefore, company manages the marketing efforts to get the best results. 4
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