Marketing Essentials

This document provides an overview of marketing essentials, including the principles of marketing, marketing mix, and strategies used by organizations to achieve business objectives. It explores the comparison of the marketing mix of Sainsbury's and Tesco, along with insights into market segmentation, target, and positioning. The document also discusses the 7 Ps of marketing and key performance indicators.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
Part A...........................................................................................................................................3
1: Comparison of 7 Ps of marketing mix of organizations- Sainsbury's and Tesco....................3
2. Tactics used by Organizations to achieve Business Objectives...............................................6
Part B...........................................................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing refer to action to promoting the product and services, In this will discuss
principle of marketing, enabling into the development marketing plans to the element of
marketing mix to achieve result and help in learning the theories and frameworks. Sainsbury's is
the UK based company working in the retailers market and supermarket. It is the second largest
chain of supermarket. Further, in report will discuss the role of marketing and its interrelation
with other functions in organization. The use of 7ps in the organization to develop the overall
business objective and achieve them.
TASK 1
Covered in PPT
TASK 2
Part A
1: Comparison of 7 Ps of marketing mix of organizations- Sainsbury's and Tesco
Sainsbury's is one of the largest supermarket chains based in UK with a 16% share in
supermarket sector. It has a diversified range of products and a good customer base. (Išoraitė,
2016) The marketing mix of Sainsbury and its competitor Tesco in the supermarket industry is as
follows:
1. Product:
Sainsbury Tesco
Sainsbury's product range is diversified
with variety of brands and products. It has
15,000 of its own brand products and items
like fresh and bakery, meat, frozen items,
dairy, drinks, health and beauty products,
electronics and more than 90,000 plus
options for customers.
Tesco also sells a wide range of grocery
products and services like free-music and
delivery with more than 40,000 product
lines in retail stores. It also sells regional
produces, international cuisine in food etc.
There is further expansion of choices in
product lines in the online marketing
sector.

2. Price
Sainsbury Tesco
Sainsbury's offers “great services and
products at fair prices”. It has developed its
pricing strategy in line with its positioning
which is the high-end market. Hence,
premium pricing is seen in many products.
Tesco attempts to keep the prices as low as
possible without reducing the quality of its
products. It has the advantage of economies
of scale which helps keeping customers
happy. It believes in the strategy that 'every
little counts'.
3. Promotion
Sainsbury Tesco
The company uses a variety of media to
promote its brand and persuade customers
like TV, newspaper and magazines, radio
and the internet. It has also endorsed
celebrities like David Beckham and
sponsored sorts events like London 2012
Paralympic games.
All advertisements of Tesco focus upon low
prices. Its major objective has always been
enhancing its brand image by reducing costs.
It uses Television advertisements, sponsors
charitable events and introduces offers of
“buy one get one free”.
4. Place
Sainsbury Tesco
Customers can shop by visiting
supermarket stores or online ordering. It
has more than 807 convenience stores and
The offline stores are known as: Tesco
Express, Tesco metro, Tesco homeplus, Tesco
compact, Tesco extra. Online shopping can be

receives over 250,000 online orders. done on the official website.
5. Physical evidence
Sainsbury Tesco
The stores are appropriately decorated
and elaborative to give a premium touch.
Product categorization is attractive and
high-end products are placed to catch
customers eye.
The Tesco stores are not overly elaborate
and descriptive and maintain a basic, clean
and attractive placement infrastructure. It is
easy to navigate and product categorization
is proper.
6. People
Sainsbury Tesco
Quality committent to employees and
appropriate rewards, career improvement,
training, development and mentoring for
all workers.
Tesco has excellent sales assistants
responsible for its success. It uses
programs such a colleague privilege card,
save as you earn and buy as you earn for
its workers.
7. Process
Sainsbury Tesco
Workers greet the customers properly and
help and guide them inside the stores.
They take feedback of the whole process
and make improvements accordingly.
Fast billing services and ease of acquiring
products in its stores. Tesco pays attention
to its employees demands.

2. Tactics used by Organizations to achieve Business Objectives
The main aim of every Organization is to achieve its goals. For this, certain strategies and
tactics are implemented effectively. Every Organization makes their own strategies to achieve
their aim. In this report, the emphasis will be laid upon the 2 well-known companies of UK i.e.,
Tesco and Sainsbury.
The above figure shows the iterations in Business Plan top reach goals.
Tesco being the largest retailers of the world has made infinite strategies till now to achieve this
position (Engelsman and et.al., 2011). Tesco has the widest range of food products of any retailer
in the UK. This does not happen by chance but by systematic planning and implementation of
certain strategies. Their focus is to set a clear goal and do everything to achieve it.
Figure 1: Purpose of business Plan
Source: Most Analysis -Mission, objectives, Strategy, Tactics ,2015

Its main strategy was 'Every Little Helps' which attracts more number of customers to it.
Customers get a very good experience while shopping with Tesco whether at stores or online.
This is possible only by improving the customer's loyalty and trust. This made their success
continuous.
Tesco then focussed on the strategies to compete with the competitors existing in the UK market.
These strategies were for improving in terms of price, quality, range and innovation (Dewhurst
and Fitzpatric, 2008). It's strategy of delivering the services to numerous customers was referred
as 'Click and Collect' Service. Under this, it tried to deliver the goods to the customers in the
manner they demand whether one-stop, online or at customer's home.
By implementing all these strategies, Tesco proved itself the largest multinational retailer of food
and non-food products with operations and a good image across many countries.
Sainsbury being a good competitor of Tesco implemented many strategies to compete with
Tesco and other companies. Its main strategy was to 'Be competitive on Price'. This helped it to
satisfy the customers by reducing the prices (Slack and Brandon-Jones, 2018). It's another
strategies include the personalized and seamless physical & digital which helped them to
advance in terms of technology to make customers comfortable for shopping. Their tactic of
offering new categories in distinctive products to provide fast, friendly and convenient service
helped them to attract the more number of workers. It also rewards the employees regularly
because the employees are mainly responsible for the overall performance of the company. So,
the company encourage the employees to make the workplace loveable to work in with a positive
environment.
So, it can be concluded by the above research that to achieve some goals, the company makes
different tactics and strategies to work upon it efficiently which helps in the progress of it.
Part B
Objectives
The objective of marketing plan is to increase the market share and competitive
advantage in the UK market by introducing new organic food range products. Company can use
different kinds of the marketing strategies for achieving organisational goal.
Vision

The vision of Sainsbury's is to be the most trusted retailer where people love to work and
shop, by increasing the talent, diversity and creativity of the staff for maximising the customer’s
satisfaction.
PESTEL ANALYSIS
PESTEL analysis of sainsbury's is as follows:
Political factor
The biggest political factor of Sainsbury's is Brexit, which means England will no longer
remain part of European union, it leads to increase in rates of import (Kreutzer, 2019). This
automatically increase the product of the brand, which results in company lost many customers
who requires low pricing products.
Economic factor
Sainsbury's is much dependent on the means of transport, which means if the prices of
petrol and diesel increases it will rise the cost of product. Though, the customers who have
lower-income will be lost.
Social factor
The population of UK has shifted to the healthy food from the fast food. The company
should change its menu and increase the quantity of healthy food such as salads according to the
socio economic culture (Deepak and Jeyakumar, 2019). This is the drastic change in UK which
affects many fast food stores.
Technological factor
This factors helps Sainsbury's, as this generation is tech friendly, so company started
catering its customer through its online services. This improves and increases the customer’s
satisfaction.
Legal Factor
As Sainsbury's is a biggest chain, it has different decision making strategies applied, it
should ensure the availability of the new product with the changing needs of customers. And in
absence of the product, the competitors will provide the product easily, which may shift the
customers to the another brand.
Market segmentation, target and positioning:
Sainsbury's marketing strategies are based on the segments such as, Age, gender, income,
lifestyle, values,etc. Consumers needs and demands are based on these factors. With the help of

segmentation techniques, company has increases its customers in the market (Haryadi, 2018).
The surveys of market segmentation help in identifying the needs and demand of costumers.
With the help of the data collected, company has divided market into small homogeneous group.
After dividing the market into small homogeneous group, company can choose the target
segments, whose needs and expectation are matched with the available resources of the
company. The targeting can be done by the attractive advertisements of the products.
After the segmentation and targeting the market, now Sainsbury's have to set a clear positioning,
which directly affects the image and reputation of the company.
Therefore, market segmentation, target and positioning plays an important role for the
organisation as it makes easy for the company in directing the correct place and position for
business.
Strategies of marketing:
7 ps of marketing:
Product: New organic product aims will meet the expectations of health conscious customers.
Place: Product will be available at both online and offline stores of organisation so that
maximum number of customers can be targeted.
Price: Price of the product will be low so that competitive benefit can be gained and objective
can be achieved. However, for premium customers some products will also be launched with
premium pricing.
Promotion: Promotion can be done through advertising, sales promotion etc. but social media is
key of promoting products. Thus organisation will use social media as well as email marketing
so that its customers can acknowledge the new product range of Sainsbury.
People: People include the staff and members working for the company. Right people lays a
good impact on costumer. Thus Sainsbury will also emphasis on training its staff members so
that they can convince customers about benefit and effectiveness of the new product.
Processes: Process of delivering goods are the main part of marketing. The product will be
delivered timely and in efficient packaging which keeps food fresh for long term. The emphasis
will be laid on good quality supply chain so that delivery process can be made effective as
compare to other competitors.

Physical evidence: Physical evidence refers to the proofs which is given to the consumer in
exchange of buying goods and services. Customers will be able to find the physical evidence of
organisation at majority of UK locations as well as on online platform.
Therefore, 7ps helps the company in implementing the market plan systematically.
Key performer Indicators:
Revenue per member:
It is the most common and easiest KPI, it helps in tracking Revenue per capital. It a simple
calculation, it includes, annual revenue divided by number of clients (Armstrong and et.al.,
2018). It will help organisation to have comparative evaluation of its performance than other
service providers.
Controlling and monitoring:
Controlling and monitoring is process which necessarily ensures that the authorized
project is in scope, in budget and on time. It also helps in enhancing the performance of the
employees, whether it is correct or not, and also takes corrective measures if required. It is a
process which continues throughout the project.
CONCLUSION
In this report it is explained that the marketing is very important aspect of an organization
and it helps the organization in achieving the company's objective. Marketing and its nature, the
development of concept of marketing. Report helps in understanding the external environment
and influenced and impact upon marketing activity. Further, in report it helps in understanding
the 7ps of Sainsbury's marketing mix as how they affect the organizational in achieving the
objective. Report explain how marketing is important and in which ways it can be beneficial to
the organization.

REFERENCES
Books and journals
Armstrong, G.M. and et.al., 2018. Marketing: an introduction. Pearson UK.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Dewhurst, S. and Fitzpatrick, L., 2008. Selecting the right tactics to meet business
goals. Strategic Communication Management.12(4). p.14.
Engelsman, W. and et.al., 2011. Extending enterprise architecture modelling with business goals
and requirements. Enterprise Information Systems. 5(1). pp.9-36.
Golden, M., Chronicmobile, Inc., 2017. Methods and systems for managing, controlling and
monitoring medical devices via one or more software applications functioning in a
secure environment. U.S. Patent 9,656,092.
Haryadi, S., 2018. of Network Performance and Quality of Service: Determination of Key
Performance Indicator (KPI).
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Slack, N. and Brandon-Jones, A., 2018. Operations and process management: principles and
practice for strategic impact. Pearson UK.
Online
Most Analysis -Mission, objectives, Strategy, Tactics, 2015[Online]. Accessed through:
<http://www.free-management-ebooks.com/news/most-analysis-mission-objectives-
strategy-tactics/>
1