Marketing Concept, Functions and Mix for Sainsbury: Part 1 and Marketing Planning: Part 2

This report discusses the concept, role, and functions of marketing in the 21st century, along with the marketing mix for Sainsbury. It also analyzes the interaction of marketing functions with other departments. Part 2 includes a strategic marketing plan for Sainsbury's new product, SMART marketing objectives, and recommendations. Course code, name, and college/university are not mentioned.

The marketing concept
functions and mix part 1
Marketing planning part 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Explain the concept of marketing in the 21st century .................................................................1
Explaining the role of marketing function along with examples.................................................1
Analysation of the operations of marketing function's interaction with other departments........2
Marketing Mix for Sainsbury.......................................................................................................3
Organizational success with marketing mix................................................................................4
Recommendations........................................................................................................................5
TASK 2............................................................................................................................................6
Overview of marketing plan........................................................................................................6
Strategic marketing plan and its link with mission, corporate strategy and objectives...............6
SMART marketing objectives.....................................................................................................7
Marketing research for supporting new product line...................................................................7
Situational Analysis.....................................................................................................................8
Developed marketing mix............................................................................................................9
Budget........................................................................................................................................10
Tactical actions..........................................................................................................................10
Monitoring measure of ROMI and CLV...................................................................................10
Comprehensive media plan........................................................................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is concerned with spreading awareness regarding the products and service
through explaining benefit and differentiating qualities so that objective of attracting customers
can become possible. The current study is based on Sainsbury which is one of the successful
supermarket chain that offers different kinds of products like groceries, home wares, etc. the
current study will involve information regarding concept, role and functions of marketing which
interacts within organization. This current study will comprise extended marketing mix adopted
by selected organization along with recommendations. Present report will involve strategic
marketing plan by including mission, clear smart objectives., situational analysis, marketing
audit and competitor evaluation. It will focus on having proper value position of new h products,
development of marketing strategies along with budget & tactical actions.
PART 1
Explain the concept of marketing in the 21st century
Marketing is one of the broad concept that pay attention on helping organization to
spread awareness regarding its products through making effective promotional tactics. In the 21th
century the marketing combines both traditional & digital channels to advertise & promote the
products. It can be defined that the course of action which is adopted by organization for
promoting & selling products of the company through making appropriate marketing research
and advertising (Nguyen, Dennehy and Tsourounis, 2020).
Explaining the role of marketing function along with examples
Sainsbury is one of the international organization that require paying attention on having
significant extent of marketing practices so that accomplishing objectives can become possible.
Marketing plays different role in influencing overall operational activities in turn gaining
competitive benefits can be derived. In Sainsbury marketing play following roles:
The one of the crucial role that is accomplished by marketing in specified organization is
meeting consumer needs & wants. It allows identifying need of customers so that marketing
strategies to formulate effective culture and environment so that larger e number of customers
can be derived.
 Ensures organization is having proper survival, growth and reputation n by retention of
customers and inclining market share of Sainsbury. Marketing permits firm to have
proper level of customer centric which aids in satisfying customers.
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 Marketing as well contribute in covering winder market through ensuring effective
communication with buyers. It aids in resolving prevailing complications through
providing relevant information in turn better compliance with changing circumstances
can become possible.
 The different roles of marketing also include the campaign of the management for the
marketing initiative that is able to identify the products and services for focusing on he
courses of the sales cycle through which the materials and communication regarding the
products and services can be evolved.
 Monitoring and managing of the social media practices is considered to be the very
essential for the organization to produce the social management that is helpful for the
carefully watching what is being posted by the business in the organization that would
allow the organization in the development of the organizational practices.
 Marketing functions are also able to conduct the customer and market research that helps
the business to define its target market and opportunities that help the understanding of
how the products and services are perceived.
Analysation of the operations of marketing function's interaction with other departments
The marketing function of Sainsbury is not the only operational department. There are
other department in this organization which work equally efficiently. Departments such as
research and development, production/operations/logistics, human resources, IT and customer
service are considered to interact with the marketing in the following ways,
Research and development :
It is the engine of how the organization is able to generate new idea, innovation and are
the reason for the creativity of the project (Villanova, and et.al., 2021). Thus, the innovation
which is brought by this department can be effective when the organization is able to increase its
promotion in the market place.
Production/Operations/Logistics :
These operations are related to the supply chain process which is stages that take place
after the productivity. It is the role of the market in this organization to sell the products and
services of the company which are present in the stock. Lack of collaboration in these
departments is when the marketers are trying to sell the products which are not present in the
supply.
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Human Resources :
Marketing functions role in the HR department is very strategic as human resources are
considered to the valuable asset which in the organization can help the business in the assisting
the global approach for the management of the people in the workplace.
IT :
The digital marketing practices require the IT department to collaborate with them such
that they can effective carry the practices of the marketing through the internet. Marketing helps
the organization with checking of the availability that can provide the business with purchase
price for the given particular product (Marketing Interfaces with other functional areas, 2020).
Customer Service :
The role of marketing in the customers services is that the customers services have to
provide the customer those services which are driven through marketing practices.
Marketing Mix for Sainsbury
For the Sainsbury Supermarket following are the elements of its marketing mix,
Product :
This organization provides a wide variety of products for its customers which contain,
ready to eat meals, bakery products, organic range of food products and also health food
products. It has a range of Clothing which is known as TU range. Sainsbury also provides Home
products collection range method helps the company in offering kitchen products and
furnishings.
Price :
For the competitive pricing policy the price cutting policy is the one that latter provides a
gain in the market share for a short run only. It can be said as the policy which is considered to
be Price discrimination of the policy that helps the organization in positioning the product
effectively. Strategical pricing is done in this organization as different products are priced
different related to their quality, demand an also the value for money.
Place :
Sainsbury has almost 500 supermarkets which helps in storing and operating its sales
practices at every time of the day. This organization for its expansion also started to provide
home delivery of the orders which are placed by the customers. This is effective due to the
strong distribution of the organization that helps it in driving its online business.
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Promotional :
Sainsbury makes a good utilization of the ATL and BTL promotional strategies which
helps the customers in the adaptation of the customer's attention that builds a brand name of the
business. It also utilizes influencers such as David Beckham for the promotion its business
through endorsements in London Paralympic Games. The Marketing slogan of this organization
is Live Well for less is key part of its sales promotions.
Organizational success with marketing mix
Product
There are several types of products which are offered by company for the targeted
audience. It has wide product line which contribute in achieving larger number of customers.
There are several objectives of company which are required to be accomplished by Sainsbury for
having good financial position. The specified organization has become able to get higher level of
efficiency in retaining customers through maintaining good ability to fulfill need of customers
with help of offered products.
Price
Firm has competitive pricing strategy that is largely concerned with maintaining
appropriate advantages in turn higher profitability can be derived (Jayaram, 2017). It has all
basics as well low product possessing components which can be contributed in having relevant
level of processing. The specified pricing strategy can be useful in attracting larger number of
customers in turn higher profitability & stability can be derived. In order to achieve success
there is requirement to pay attention on having relevant pricing approach in order to get success
Place
Sainsbury is one of the international organization that has existence in several companies
& digital platform such as website, social media, etc. which can be helpful in having relevant
processing. For gaining success it is highly crucial for the enterprise to have effective marketing
mix strategy in turn better competitive outcome can be derived. In order to gain desirable
position in the competitive working environment it is highly essential for organization to
concentrate on providing efficiency to avail products to customers.
Promotion
It is one of the crucial component for gaining success by overcoming the prevailing
challenges. There is requirement to focus on having such efficient & efficiency in its chosen
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promotional & advertising method in turn spreading awareness to customers can become
possible. There are several types techniques of marketing which can be used for meeting
objectives like gaining higher market share, greater profit margin, etc. it all can become possible
through having significant processing which can permit firm connect with buyers (Cao and
et.al.,2017). It comprises email, display, direct & indirect, etc. kinds of marketing which is
conducted by firm for having depth ability to attract customers.
Recommendations
This organization can be recommended with the following strategies through which it
will be able to increase its productivity that can be considered as a strategical way of
development of competitive advantages. This organization needs to focus on a specific strategy
which it could refer to for increasing the sales of this organization. In order to gain competitive
advantage an organization can said as the way in which the business prefers the ways of
application. It can be said that the traditional practices of the management, human resources and
also the valuable assets of the organization can be increased by the business so that the global
approach of the management of the people can increase Sainsbury's efficiency which can create
effective increase in the performance of the organization. It can be said that the having a better
understanding of the communication in the organization would allow the business to increase the
efficiency of the employees. Better teamwork in the marketing practices will also provide the
business with ways in which it can influence the increase of productivity. Marketing promotions
of the organization can be understood as the way in which the customers service can improve the
production practices and increase the experiences which the business has towards the utilization
of the customers services. The management of the marketing practices of Sainsbury can be
improved drastically if the business is able to influence the focusing over the market specific
segment. It can be said as the way in which the business is able to provide the effective services
which are consumed by the organization as it allows the software manufacturer for giving it the
assistance it requires. Collaboration with other small organization would also be a way in which
the business will be able to increase its operations.
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TASK 2
Overview of marketing plan
Sainsbury's will be rolling out an own range of own-brand food product which is
Strawberry health energy drink. This product would be different from all the other drinks as it
will have the taste as well as health qualities that would influence the organizational practices.
This is a way in which the value and taste of the product will increase and thus, the business will
be able to influence the success and competitive advantage in an already competitive market
(Larsen and et.al., 2020).
Strategic marketing plan and its link with mission, corporate strategy and objectives
Mission :
Mission of Sainsbury is towards the customers as they are the first choice for food,
delivering products and development of a top quality and service which is competitive towards
the costs which works faster and simpler together in the organization. Thus, this organization
would focus on improving the quality and taste of the food product it has planned on
commercializing.
Vision :
It has the vision of being one of the most trusted retailer through which is helps the
organization to improve the work and shop. It can also include the ways in which treating people
fairly would help the Sainsbury's in the development of better supply chain. This is the best way
of enhancing the sales of new product (Devlin, Elmaghraby and Hamilton, 2018).
Corporate strategy :
Sainsbury's strategy is based on the five main pillars which helps the customers in being
better than other competitors which helps the organization in better products and services which
are essential for the products and services. This organization focuses on being present for the
customers whenever they need it. The employees of this business are the one which are
considered to make it different from others.
Objectives :
With the new product the objective of the company would be to provide great quality in
the energy drink in a fairly selected price. Its core purpose is to be fair to the suppliers and also
the environment for cutting the corners for the short term gain (Nguyen and Pervan, 2020).
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SMART marketing objectives
The smart marketing objective for Sainsbury would contain the following,
Specific marketing goals :
The marketing initiative of the company needs to be defined as a whole in which it will
communicate with the priority of the accomplishment of ensuring the accountability. The
marketing of this organization will set a revenue marketing goal for increasing sales of that
product with 10% more than the other products.
Measurable marketing :
The success of the marketing would be the making the health strawberry energy drink
very successful in the illustration and organization of the achieved success. Reaching a certain
level of sales will be the success criteria of measurement (Anderson and et.al., 2021).
Attainable Marketing Goals :
There needs to be marketing goals such as the one in which the business will be able to
understand how many customers are able to refer its marketing experience for strong
organizational operations. Company should not make such marketing which is not practically
attainable by the business.
Realistic Marketing Goals :
Allowing the business to increase and influence marketing goals through understanding
realistic of the marketing practices. The combination of the discussion about the time sensitive
nature for the goals is considered to be the effect of the presented logic of the team which helps
the business in the development of feedback which would be helpful in the future.
Timely marketing Goals :
Goals should also be related to the time as in a certain amount of time the marketing
function. This will influence the business in managing the organization through the application
of the ways in which the business would be able to provide effectiveness in the marketing
development.
Marketing research for supporting new product line
The market of energy drink is considered to be the important contribution to the UK
economy which makes up with approximately 5% of all the soft drinks market. The target
customers can be said as the individual which are considered to be very effective and popular in
the customers in the organization (Huang, Fildes and Soopramanien, 2019). Thus, it can be said
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that marketing of this product is very essential and can be most effective through the digital
marketing practices which is considered to be through social media and search engine
optimization. Some of the biggest competitors of this product would be the Lucozade Energy
and RedBull. This business would need to keep the products prices lower than its competitors
and try to compete with their quality as well (Feng and Fay, 2021).
Situational Analysis
MARKETING AUDIT
Swot analysis
Strengths of this business is the large number of products in comparison to other supermarkets.
Weakness lack of honesty of its marketing practices.
Opportunities introduction of new energy drink in the market.
Threats increase of E-commerce has effected the business negatively.
PESTLE Analysis
Political : impacts of the government policies effect the organization's marketing negatively.
Economical : influence of economic recession will be present in the marketing practices.
Social : changes in the customers preferences changes the marketing strategies.
Technological : new technologies bring new methods of marketing.
Legal : organization needs to follow the marketing laws for effectiveness.
Environmental : Production of the product impacting the environment is a bad marketing
practice.
COMPETITOR ANALYSIS
Porter's five forces
Existing competitors :
This organization has to face huge competition from the large supermarkets such as
Tesco, Morrisons, ASDA, Walmart, etc.
Bargain power of suppliers :
There are many suppliers as well as many companies which take their products from
them thus, the power of suppliers is higher.
Bargain power of customers :
The customers of this business also have high bargaining power due to the number of
businesses.
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Threat of new entrants :
Threat of new entrants is very low in this organization as it has high competition.
Threat of substitute :
The product introduced by the business has high changes of threat of substitute.
SUB SEGMENTS
The market segment for this product is the young adults which are more concerned about
their health and taste. These people would be the main target for Sainsbury's and its energy
drink.
NEW PRODUCT VALUE PROPOSITION
This product will benefit from the fact that it is food product (Burt and et.al., 2021). The
customers which will have this product will act as a market strategy themselves promoting the
drink to their friends and family. In comparison to the similar product this business can impact is
less costly and will be more value for money.
Developed marketing mix
Product :
This product needs ensure that it has quality in the taste and health benefits as it will
provide them success in different fields.
Price :
For this product the price needs to be kept lower than its competitors for bringing
effectiveness.
Promotion :
The promotion of this energy drink can be made through famous personalities to get
influenced.
Place :
These products are needed to be positioned were the customers purchases the already
existing drinks such that it can compete with them (Hong and Guo, 2019).
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Budget
Marketing budget of Sainsbury's new product,
Tactical actions
In this the marketing will be an ongoing process which will include all the operations
which are going to be planned regarding the centralization of the goals which are directed
towards them for running or becoming monotonous in the marketing of that energy drink.
Monitoring measure of ROMI and CLV
Monitoring of the effective marketing will be through the measures of both the short
term and long term revenue of that particular product has generated for which the marketing has
been planned. It helps the company in acquisition of lower practices which is helpful for their
marketing campaign.
Return on Marketing Investment (ROMI) :
It is the method through which the determination of the financial value and attributes for
the specific set of marketing initiatives is divided with the total investment made in the
marketing (Wu, Chen and Ji, 2020).
ROMI = Incremental financial contribution generated by marketing/ marketing spends
Customer Lifetime Value (CLV) :
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It is the total worth of business of customers over the entire period of the relationship of
the important metrics which is considered to be less cost of keeping existing customers for
acquiring new ones.
CLV = Average purchase value * frequency of average number of purchases for determination
of customers value.
Comprehensive media plan
As per the estimation of all the marketing expenses the total budget of this marketing
campaign would be £550000.
Recommended marketing strategies are,
 Social media marketing
 Search Engine Optimization
 Email marketing
 Online Offers
Best ways of communication through digital channels is through digital technologies
which would provide effectiveness.
This multi-media plan would be very effective for increasing the market of Strawberry
energy drink which would help the business in the development of the organizational practices
(Su and et.al., 2021). The budget of £550000 would help the business to reach at least 10%
increase in the total Sales of this product in comparison to its competition.
CONCLUSION
From this project it can be concluded that Sainsbury's new product strawberry energy
drink will be very effective in the market. This project explained the role of marketing and its
relations which other business units. It provides a comparison of ways in which organization can
use the different elements for marketing mix for achieving overall business objectives. This
project was able to produce marketing plan. This project was able to provide a marketing plan
for supporting the new product.
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Online
Marketing Interfaces with other functional areas, 2020. [Online]. Available through:
<https://www.brainkart.com/article/Marketing-Interfaces-with-other-functional-
areas_7197/>.
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