Marketing Essentials: Explaining the Marketing Mix and Creating a Marketing Plan for Sainsbury's

This document discusses the marketing mix and its application in different organizations, with a focus on Sainsbury's. It also provides a step-by-step guide to creating and evaluating a basic marketing plan for the company. The document covers the roles and responsibilities of the marketing function, the seven Ps of the marketing mix, and the process of developing a marketing plan. It also includes a SWOT analysis of Sainsbury's and highlights the company's mission, vision, and objectives.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION:..........................................................................................................................3
Task 1...............................................................................................................................................3
Covered in Powerpoint...........................................................................................................3
Task 2...............................................................................................................................................3
P3. Explain the marketing mix with the different types of various organisation to accomplish
the objectives..........................................................................................................................3
Task 3...............................................................................................................................................7
P4. Produce and evaluate a basic marketing plan for organisation........................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION:
The Marketing is a systematic procedure of producing, advertising, selling and
distributing of products and services to fulfil the expectations of people. It is based on the
propaganda of marketing which commence after products and services is designed as well as it
manufacture for preparing to sales and delivery to the market where customer can assort their
particular product and services (Baker and Magnini., 2016). Marketing is also support to build
healthy relationship with customers. Mainly organisations are utilised the marketing activities for
promoting and manufacturing of their goods as well as it helps to generates the brand value along
with product awareness in competitive market (Bojanic and Reid., 2017).
By taken the organisation, Sainsbury's company is British multinational retailer business
and it is been largest chain of supermarket in the United kingdom. As it founded at 1869, by John
James Sainsbury and it is been famous for widest scope of groceries in 1922. In this report the
topic which are going to covered as roles and responsibility of marketing function as well as
organisation perspective. By comparing different organisation to implies the marketing mix
strategy and construct the effective marketing plan for company perspective.
Task 1.
Covered in Powerpoint
Task 2.
P3. Explain the marketing mix with the different types of various organisation to accomplish the
objectives.
The background of marketing mix defines the set of tactics and actions that company uses
to promote their brand or product in the market. It construct the seven Ps which comprise
product, price, people, process, place, physical evidence and promotion all these components
describes the individual company's specification. In below there is explantation of seven Ps of
two companies from similar industry they belongs such Sainsbury's company and Tesco plc.
Basic Sainsbury's company Tesco plc
Product The Sainsbury's products are
commenced through
Tesco enhance their product in
wide range that involves food,

supermarket chain that stocks
having more than 30,000
product lines which are
manufactured with owned
label of company
(Hidayatullah and et. al .,
2019). The variety of product
which they deliver in Fruits
and Vegetables, household,
home appliances products, pet
and health care products.
clothing, electronics and
financial services etc. Their
product availability in offline
and online mode where
consumer can easily approach.
Tesco having high scope of
different brands of product as
in terms of regional,
international, food and
beverages etc.
Place As Sainsbury's started their
product availability in
worldwide, first they have
introduced their product at
Durey Lane, London and by
the year of 1922. It is enhance
the grocery retailer in United
Kingdom. They have around
500-600 supermarkets with
800 local shops around the
globe where the market
dedicate the areas of South
East London, Dartford,
Redhill, Swindon and
Torquay.
They are having the
headquarter in Chestnut,
Hertfordshire, England as they
have spread their market in
wide range of the world. By
optimise two main channels of
distribution which manage and
control the Tesco product.
They are sized in metro cities
on an average of 1000 square
metres, situated in the town
and city centre. Although, by
having large hyper stores
which carry a wide range of
product that involves the
groceries, general merchandise
and influence to the customer
for buying their routine
product from Tesco.

Price The company is having annual
revenues and operating income
at pounds of 26.224 billion and
642 million pounds
respectively (Uncles, 2018).
As they have targeted the
customer to focus moderate
household and medium scale
of families. Sainsbury's offers
different set of price in their
product through which
customer can easily approach
their product as per their
convenience.
Generally, Tesco follows the
Cost leadership strategy to
formulate their pricing
strategy. It provides the lowest
price of goods as they provide
same quality of products.
Tesco measures their price on
the basis of economic of scale
and other best procurement
that maintain low prices
(Wilson, McCabe and Smith,
2018). They continue works
with the suppliers to develop
the chain which efficient to
reduces the prices. To making
retain the customer by
enforcing to cut down the
promotional expenses to
further lower prices (Nirschl
and Steinberg, 2018).
Promotion It propound about the
promotion runs for company
through better communication
with their target customer
(Okumus and Cetin, 2018).
Sainsbury's creates their good
use of above the line and
below the line promotional
process to stretching the
customer attention to build its
brand name. They approach
Tesco is having strong brand
image which stable in a low
prices. Tesco uses different
types of promotional tools to
forecast their product through
television, radio, digital
marketing and banners. They
have obtain loyalty card which
refers club card that allows to
Tesco for their selection of
their segment on the basis of

celebrity to promote their
product which create huge
impact on customer mind and
create the image of product
good perspective. The above
the line is assort to advertise
the product to communicate
with larger corporate image
and Below the line is uses to
focusing to the sales
promotion, data base
marketing and packaging.
their targeted customer. They
also promotes the online
facilities to advertise product
on online portals.
People The potential mix and well
trained experts with
professional who are aware of
the sensitivity of consumer
behaviour. Sainsbury knows
that skilled employees makes
an altogether which impact
and provide wide range of
skills.
Tesco is one of the leading
retail brand where many
employing are actively work.
The people are the employees
of the company who are
undergo effective selection
process to recruit by the
company (Perreault, 2018). As
there is 4,80,000 employees
are serving their working
aspect around the globe.
Promotional opportunity are
well optimised where they
analyse high competency
staffs.
Process The company Sainsbury has
made online shopping for their
customers to provide them
Tesco is having simple process
which followed to attaining of
the market as they have

easier services as well as
enhance the product
availability. They have made
changes in their prices and
allocation of delivery slots
which actual raised number of
order products for their
customer loyalty.
targeted. It was designed such
the deviation of company as
they kept in minimum
quantity.
Physical evidence Sainsbury's has opted right
form of strategy for market for
their product by using physical
evidence. They have different
stores design and layout that
addressing various needs of
customer.
The physical evidence that
stands where they provides
authorised form of products
that satisfy the customer
expectations. The logo, design
and labels are well established
and known around the globe as
well as consumer trusted and
purchased that product.
Task 3.
P4. Produce and evaluate a basic marketing plan for organisation.
A marketing plan is an operational document that highlight as per the advertising
procedure which structure through the organisation perspective. It helps to implements to
generate the leads and reach up to its target market (Pike., 2016). The term marketing plan is also
known as marketing strategy that is often used to identify the new business idea and change the
existing business process into new business plans that would brings some more exposure and
profits. The marketing plan for Sainsbury company create an impact to better development as
follows:
Overview of the Company

Sainsbury's company is British multinational retailer business and it is been largest chain
of supermarket in the United kingdom. As it was established at the year of 1896 with became
largest retailer of groceries in later 1922. In 1955, Tesco overtook the growth of Sainsbury's and
became largest retailer business. The holding company. J Sainsbury plc that spilt into three
division first is Sainsbury supermarket, second Sainsbury bank and Sainsbury's Argos. They
having annual revenue 29.007 billions pounds and operating income is 312 millions with
employees who are working as 1,16,400 having presence around the globe. As the company
mainly manufacture home appliances, food and beverages, lifestyles and other groceries products
(Piñeiro-Otero and Martínez-Rolán, 2016). The new concept of product Sainsbury's is going to
introduce in Health care segmentation the product name “Be Well” as they wanted to enhance
their product availability in their near by stores to human health care. The Sainsbury company
gaols are driven in terms of Mission, Vision and objectives are elaborated below:
 Mission: Their mission statement is depicts that “To be the customer's first choice for
food, delivering product of outstanding quality and great services at the competitive cost
through work faster, simpler and together”.
 Vision: Their vision statement is to be most trusted retailer, where people love to work
and shop. That means harnessing the talent, innovative and creativity and diversity of the
colleague to making ensure that customer get receive excellence service every time when
they shop from their stores.
 Objectives: The purpose of their new health care product is to making the human's
mental and physical health maintain along with they wanted to provide the product of
medicine in reliable price in low range as many customer can easily buy and use it to
improve their health
STP Analysis.
The model of STP is consists about the three steps which used to analyse for offering the
new concept of product or vision through better communicate and reflects the benefits that
specify the value of group. In below the explanation is describes of STP model of Sainsbury new
product of Health care “Be Well”.
 Marketing Segmentation: According to this model, they dividing the market, as it
refers to the division of mass market into significant group (Proctor., 2020). Similarly,

the Sainsbury's new health care products can be based on geographic traits as per the
customer's location and demographic traits as per the age, religion, gender and race.
 Positioning: In this factor it derives about the value and rank position of company's
particular product in competitive market. For Sainsbury's products they are already
retain their position in United Kingdom market and others too. As they are introduce
their new concept of product it could placed in company's official websites. As the
people for Sainsbury's having trust on the their products and they provides quality
based product to the customer in the market.
 Targeting: As it comprise the factor to select the medium that help to target he
customer as in age group and they are promoting their product in online portals like
websites and other digital platform where they get easily connects with new customers.
Swot Analysation: It is part of internal assessment which determines the strategic planning that
assort to support a individual or organisation to identify strength, weakness, opportunities and
threats that relates to the business competitions or project planning. In the perspective of
Sainsbury's company swot analysation is elaborated below:
STRENGTH WEAKNESS
 They have wide concept of product
availability in small local stores which
later became supermarket that deal with
different merchandise categories and
provide the products to fulfil the needs.
 Their business philosophy of Sainsbury
is to help the customers standard of
living increases. As they implies low
cost in their product so they easily
attract to the customer.
 Sainsbury's retail stores offering for
all types of customer. In other value of
the product cater to the better economy
 Many customer switch the brand from
Sainsbury's as they not get satisfied
with quality of the product. As
company faces risk while customer
switching the product.
 As the presence of high competition in
retail market most of the retailer lost
their volumes.
 The demand of supplier cost gets high
that allows the experience that
differentiate the especially for higher
income.

segments (Purvis, 2016).
 They have effective business strategies
for promotion of their product where
their promotional team opted very
innovative marketing strategies that
helps to compete with their
competitors.
OPPORTUNITY THREAT
 They have one advantage that their
product increment could appreciate in
rural areas as the citizen not used
branded products, In villages the
product of Sainsbury would generates
high rates of outcomes (Rancati and et.
al., 2016).
 There is high availability of
competition in current market as many
other similar brand company are
actively trade with their products like
Tesco, Asda and Marks and Spencer
(Rudden, 2016).
Budget Framework: Total budget is forming upto 950000 millions pounds for developing the
new product concept. The objective of making this budget framework is to measure the further
revenue forecast and also how much a new vision of product could require the factors in terms of
workforce, raw material and equipment and for marketing activities.
Cost for the production of Sainsbury new product is discussed below:
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial Capital 9000 10000 8500 10000 12000
Investment 11000 12000 13500 13500 15000
Total 20000 22000 22000 23500 27000
Marketing
outlay
Promotion 8000 9500 10000 10500 11000

Sales Publicity 5000 5500 6500 7000 8000
Total 13000 15000 16500 17500 19000
Monitoring and Controlling:
As this is the process of measuring, tracking and analysation the task or any project to
meet the performance the objectives. The factor of monitoring of Sainsbury's product could be
examine the performance is generating positive outcomes or attaining up to the expectation
(Shaw., 2016). Meanwhile, if there is lack of improvement then, it needs to develop that
particular error with a purpose to fulfil and meeting the objectives.
CONCLUSION
From discussion in above report of marketing essentials is come to conclude that
marketing role and responsibility is very essential for organisation that support to performing the
marketing and promotional activities. The Marketing Department should coordinate with other
departments as it will increase the work flexibility and successfully accomplish the business
objectives. By differentiate of marketing mix in context of significant organisation is advantages
to the companies to determines the effectiveness to their different plans and tactics for attaining
higher form of outcomes. To constructing marketing plan is having good for considering the
planning of future plans or strategies for enhancing new project establish in competitive market.

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