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

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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