Marketing Essentials

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