Marketing Essential

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PowerPoint ..........................................................................................................1
Task 2...............................................................................................................................................1
Part A......................................................................................................................................1
Comparing marketing mix of Sainsbury and Morrisons...............................................1
Evaluating the strategies of marketing..........................................................................3
Part B......................................................................................................................................5
Marketing plan of Sainsbury.........................................................................................5
7 P's of marketing mix according to the marketing plan of Sainsbury.........................7
CONCLUSION................................................................................................................................8
References:.......................................................................................................................................9

INTRODUCTION
Marketing is defined as the process of advertising and promoting the products and
services of the firm. It includes strategies from the production of the product to the after sales
services of the products in order to gain the customer satisfaction and loyalty (Wu and Li, 2018).
Two organizations chosen are, Sainsbury, it is one of the leading international supermarket firm
established in UK. It offers the vast range of products like from home appliances to the study
materials followed by the food items and financial services. It is the third largest supermarket
firm in UK. Another company is, Morrisons, it is also the one of the leading supermarket
organization based in UK. It also the offers the variety of products which includes eatables,
entertainment, home equipments, financial services and many more. It is the fourth largest
supermarket firm in UK. The following discussions are made on the differentiation of marketing
mix of both the companies, strategies of marketing and developing marketing plan by using
marketing mix elements in context of Sainsbury.
MAIN BODY
TASK 1
Covered in PowerPoint
Task 2
Part A
Comparing marketing mix of Sainsbury and Morrisons
Basis Sainsbury Morrisons
Product Firm's offers products and services like
food items, home appliances,
entertainment part, stationary items,
electronics, clothings, financial services
and many more categories. It offers more
than 30,000 of product ranges out of
which 20% products are it's own
Firm's offers products and services like
kitchen items, kids products, wearables
and eatables, electronics, business
development services and many more.
There main focus is on food items to
provide with freshness and safety.
1

established brand.
Price Firm's pricing strategy includes the
intention of value for money for the
customers so that customers realise the
worth of the product. It has adopted the
pricing policy according to the
competitors and price discrimination
policy in terms of the high tech or high
crowded places.
Firm's pricing strategies includes lower
of prices or lowering the cost of
production so that customer visits their
stores and never switch to another brand.
This means that they are aiming at long
term customer relationships and brand
image and loyalty.
Place Firm's sell their products and services
through online as well as traditionally
also. Online like through E-commerce
website and traditionally through stores
which are placed in multiple cities and
countries.
Firm has over more than 660 stores all
over the world. Some of them are at
normal places with not much more
crowd and not less crowd and some are
at premium places where more than
average crowd presents.
Promotion Firm's promotion includes the various
events like sport club, sales event or
exhibition. Usage of television and radio
are also used by the firm. Moreover,
attractive packaging and presentation
helps the company in carrying out the
promotional activities.
Firm's promotion includes the loyalty
cards which are provided to their loyal
customers. Moreover, frequent offers
and discounts are stated in tools or
promotion of the company which give
them the competitive advantage.
Process Firm's process of offering the products to
the customers are by the online system
like they need to select the items, add to
cart and confirm the purchasing by online
payments, and on stores, it is the system
of billing on cash counter either by
internet banking or by cash.
Firm's process includes the stores where
process is that customers can select their
desired item, can put them into the
trolley, and pay the amount on cash
counter either by cash or online
payment. Exchange offers are also
available in the store if by mistake the
wrong item was taken by the customer to
2