Marketing Essentials

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2 (a).......................................................................................................................................3
Comparison of marketing mix in two organization:...................................................................3
TASK 2 (b)......................................................................................................................................7
Strategic marketing planning:.....................................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11

INTRODUCTION
Marketing involves the buying and selling of products and services by the customers.
There are various concepts of marketing used by the business to achieve the objectives of the
marketing. Tesco is the best retail company of the world which is discussed in this report. The
marketing manager of the Tesco have lots of roles and responsibilities which affected the
business. This file also have the interrelation of marketing between the different department of
the business. This report also compare the strategy of marketing mix of Tesco and Sainsbury.
Strategic marketing planning of the Tesco helps to achieve the success and growth of the
business.
TASK 1
Covered in PPT
TASK 2 (a)
Comparison of marketing mix in two organization:
Marketing mix is the practices of the company followed for the effective functioning of
the business operations so this reports explains the comparison of, marketing mix between Tesco
and Sainsbury which are explained below:
Basis Tesco Sainsbury
Product There are very large variety of
products in Tesco such as
In the strategy of marketing
mix Sainsbury also have large

food, cosmetics, clothing,
electronics and financial
services which is available for
each and every customer.
Tesco increase the line of
products as per the needs and
wants of the customers. Tesco
have their own products also
and have their own brand like
Tesco lotus, everyday value,
F&F.
variety of products. Sainsbury
focuses on the effective
innovation and quality of
products in the business. The
products of the Sainsbury
provides to their customers are
meat, frozen food, clothing,
electronics etc. these products
of the Sainsbury are divided
into 5 categories which fulfil;ls
the needs and wants of the
customer. Sainsbury makes
strategy to increase the sales of
the products by giving
advantages to the customers in
purchasing their products like
warranties, delivery and credit,
services of helpline, after sales
services.
Price Tesco follows the strategy of
pricing in their business
operations is the cost
leadership strategy. Tesco
maintains the quality products
with low pricing products to
their customers. It maintains
the low prices products by
using the economies of scale
and effective channels of
procurement. For making the
efficient and effective chain of
Sainsbury uses the strategy of
positioning for the
development of the pricing
strategy of their products. It
offers the variety of quality
products and services at the
fair prices to their customer. It
has the different pricing for
their variety of products and
services. They wanted to
attract the customer by their
quality products and services.

supply Tesco works
continuously with their
suppliers to reduces the prices
of the products.
Sainsbury uses the policy of
price discrimination in the
positioning of their products.
Place Tesco have the two channels
of distribution which inline
and offline in their business
operations. Tesco have the
6890 stores across the world.
There are six types of offline
stores in the Tesco such as
Tesco express, Tecso metro,
Tesco compact, Tesco
superstores. Tesco direct is
known as the online business
of the Tesco.
Sainsbury have their
supermarkets and onli9ne
stores which provides the wide
variety of products to their
customers. It has 605
supermarkets and 807 stores
across the world. Supermarkets
of Sainsbury have the self
services check outs,
convenience kiosk and variety
of counter for their products
and services.
Promotion The image and the reputation
of the Tesco is very effective
and helps in the promotion of
the products and services. By
giving advertisement on the
newspaper, TV and on the
social media Tesco attracts the
numbers of customer for their
products. In the promotion
activities of the Tesco it
provides the offer of buy one
get buy one free on their
products. For targeting
segmentation of the customer
Sainsbury uses the strategy of
above the line and below the
line to attract the customers
and enhance the image and
reputation of brand. It gives
advertisements on the different
channels like TV, radio,
Facebook, you tube and twitter
to promote the products and
services. It makes the brand
ambassador to the number of
celebrities for the promotion
activities to increase the sales
of the business.

Tesco has the card of loyalty
which is known as the Tesco
club cards.
People Tesco have the 460000 people
work to achieve the success
and the growth of the business.
There are variety of customers
which plays an important role
in the successful business
operations of the company.
Tesco spend lots of money in
the training and development
programs for their employees.
Customers are very important
in the Sainsbury, so they
trained their new employees to
satisfy the needs and wants of
the customers along with the
fulfilment of the company
goals. Sainsbury gives bonus
and incentives to the team of
the marketing when they fulfil
the targets by increasing the
sales of the company. There
are people in the Sainsbury
which is working to acquire
the raw materials with the
suppliers. These people
maintain and manage the
quality of the products for the
effective and better mange of
the brand in the minds of the
customer.
Process Tesco focuses to follow the
process in achieve the market
task for the successful business
operations. In the stores of the
Tesco it provides the services
of the customer collect their
products and for the payments
Sainsbury follows the process
of business in which it made
the online shopping easy by
the click and collect services to
the customers. There is the
increase in the numbers of the
orders and loyalty of the

they go to the assistant of the
customer.
customer Sainsbury made lots
of changes in their pricing and
allocated the slots of delivery.
Physical evidence Physical evidence for the
company is furniture, aprons,
menu, brochures and
equipments for operating their
business activities. Tesco uses
the different colours and have
the efficient logo which attract
the customers. Tesco
categorized their products in
the most effective manner
which makes easy for
customer to find their
products. Website of the Tesco
looks impressive and easy to
operate for the customers.
For marketing the products and
services Sainsbury has the best
strategy with the use of the
physical evidence. As per the
needs and wants of the
customer it has variety of store
design and layouts in their
business. In the stores of the
Sainsbury effective quality of
baskets and trolleys makes the
shopping effective and
efficient for the customer.
Shopping is easier when the
layout of the shelves is
attractive and effective in the
stores of the Sainsbury.
TASK 2 (b)
Strategic marketing planning:
Executive summary:
The strategy of marketing in Tesco focuses to achieve the trust of the stakeholder towards
the bards by providing the quality products and services. In this marketing plans we discuss the
aims and objectives of the Tesco which helps to achieve the success and growth of the business.
There are lots of strength and weakness of the Tesco which affects the business operation in the
competitive environment. Tesco controls and monitor the activities of the employees and the
business which leads to the successful operations of the business.
Mission:

The mission of the Tesco bis to make the better and effective products and services for
the purpose to earn the loyalty of lifetime from the customers.
Vision:
Tesco wants to acquire the satisfaction of the customer by fulfilling the needs and wants
of the customer. The vision of the Tesco is to increase the business with the full opportunities.
The production of the product with the most innovative and new ideas.
Objectives: The objectives of the Tesco are as follows:
 Focuses to increase the share of market in the UK.
 Focuses to become the successful retailer in the international markets.
 To become as strong in both the non-food and food items for taking the advantages of the
competition.
 Maintain and manage the image and reputation of the brand.
SWOT analysis:
With the help of the SWOT analysis Tesco examine the various factors which is used in
the development of the marketing and corporate strategy. In the swot analysis the company
identify the strength and weakness of the business and also provides the opportunities and threat
of the company. This analysis of Tesco are discussed below:
Strength: Tesco is one of the biggest retailer of the grocery and best supermarkets of the UK.
Sales and revenue of the Tesco is very high as compared to other supermarkets. Tesco leads the
28.1% of the total market share of the business. It has the variety of customer base which
includes equipment brokers, oil and gas companies etc. Tesco has the effective and efficient
supply chain which helps to decrease the incurring cost and the management policy are the best
and effective.
Weakness: Financial profits of the Tesco are affected because of the greater debts and liability
of credit cards. The strategy of the low cost in the business of the Tesco reduces the profitability
of the company. For the sales of the products retailers are depended on the UK and Europe, and
they save their time and resources for the development of the markets.
Opportunities: Tesco have the opportunities of online business so it focuses to increase the
online shopping by providing the services of the home delivery to the customers. Tesco increase
the share of markets in the developing countries like turkey, Indonesia, and South Korea which is

the biggest opportunity for the Tesco to increase their profits. Joint ventures have the
opportunities in those areas where stores of the Tesco are not performing well.
Threats: The recessions of the economies and credits will decrease the share of the market and
also reduces the profitability of the company in those areas where the size of the purchase is
reduced by the customers. Threats of the labour due to the increased in the wages and Tesco got
the advantages across the world but it creates pressure on the strategy of the pricing.
BUDGET:
Expenses Amount
Rent £70
Salary £40
Total £110
STP:
Segmentation: Tesco divides the populations into various segments such as geographic,
demographic, psycho graphic and behaviours. It divides the people as per their needs and wants
and develops the new and effective products and services according to the requirements of the
people. The Tesco segments the people according to their lifestyle, status, income, gender etc.
for the success and the growth of the business.
Targeting: Tesco targets the customer on the bases of the segmentation for the products and
services. The targeted customers of the Tesco represent as the cost conscious individuals because
they are more interested in the bargaining and sales. Segments of the customers are targeted as
per the various chains of supermarkets. Behaviour of the customer have important impact on the
business so the Tesco targets the segments of the customer as per their needs and wants to
increase the sales and growth of the business.
Positioning: Tesco position their products and services in such a manner to attract the lots of
targeted customer segments. It uses the lots of positioning strategies to increase the customers of
the business. Tesco sells the best quality of products in high range in the functional positioning.
Tesco used the symbolic positioning which is related to the clothing products which decrease the
use of cotton in countries where child labour is used in the production of the cotton.
KPI:

Controlling: Tesco controls the activities of the business in such a manner achieve the success
and growth of the company in the present and the future market conditions. The working of the
employees in the business are controls by the manager of the Tesco business so that they will
work to achieve the objectives of the company.
Monitoring: Tesco have various manager which monitor the activity of the employees that they
are working well or not in relation to achieve the company objectives. Tesco also monitor the
customer changing needs and wants because customers are one the one from which the success
of the business depends. Tesco monitor the performance of the employees to make sure that
every employees working to achieve the objectives of the business.
CONCLUSION
From the above study it can be concluded that marketing is very essential for the success
and growth of the business in the different market situations. There are various roles and
responsibilities of marketing functions which aims to maintain the image of the business in the
minds of the customers. The company uses the marketing mix strategy for the effective
functioning of the business.

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