Marketing Essentials: A Comparative Analysis of Sainsbury's and ASDA's Marketing Mix Strategies

Marketing Essentials

Table of Contents
Part A...............................................................................................................................................3
Compare and evaluate how two organisations of your choice (in the same industry as your own
organisation) use the various elements of the 7Ps marketing mix and different tactics to achieve
business objectives...........................................................................................................................3
Part B...............................................................................................................................................6
Produce a marketing plan for your selected organisation to meet marketing goals and objectives.
.........................................................................................................................................................6
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

Part A
Compare and evaluate how two organisations of your choice (in the same industry as your
own organisation) use the various elements of the 7Ps marketing mix and different tactics
to achieve business objectives.
A general term that is used in a large scale in the market where business operations take place
across the globe is called a marketing mix. A set of tactics or elements in included in the
marketing mix that the department of marketing in a company uses in order to gain a profitable
edge and grow and develop the business. As the needs and requirements of the customers are
considered, there is an emergence of a best tool in order to help Sainsbury to enhance their
amount of sales since the previous decades. The seven elements included in the marketing mix
are Price, Product, Place, Promotion, People, Process and Physical evidence (Haynes, 2016). An
analysis has been done in details about the marketing mix of ASDA and Sainsbury in order to
compare both of them, both of them being in a similar sector in the British organization.The
analysis is laid down as follows:
 Price: Price is the value that a consumer or a customer pays when he or she buys a
product or commodity. Sainsbury was able to carry out an appropriate research of the
prevailing market and determine the prices at which the product or commodity will be
offered at.It is important to set the price of any product or service in order to help the
company to survive as the company’s livelihood is brought about by its price as well as
determines the margin of profit (Chakraborty et al., 2014). A fair price is maintained by
Sainsbury that is not too cheap or expensive and within the affordability of the majority
of the population. In this method, the company is able to keep up the quality of the
products along with the satisfaction of the customers. On the other hand, the company of
ASDA is constantly striving to reach the limits of Sainsbury related to the setting up of
prices.
 Product: The way in which a company attracts its customers are through its products.
Unlike ASDA, Sainsbury has a huge variety of products for offering its customers. The
specialty of Sainsbury is in the maintenance of its wide range and varieties of groceries
and food items in the nation of UK (About.sainsburys.co.uk, 2018). They range from

continental crisps to tropical spices that are not available in ASDA frequently
(Asdafoundation.org, 2018). Initiatives must be taken by the management of the
companies in order to gain more base of customers (Dobson et al., 2016). The product
quality also creates a sense of satisfaction for the customers and they tend to visit
Sainsbury more often in order to get provided with similar product and service quality.
 Place:The company needs to set up the most appropriate location for the company in
order to attract more customers and serve the market targeted by the company. The aspect
of location for Sainsbury is very important and proved to be extremely useful for the
investments in the multi stores throughout United Kingdom. Both the companies of
ASDA and Sainsbury is extremely affordable along with being reachable. Both the
companies have different departmental stores across all the cities in United Kingdom in a
huge number. This helps the customers to avail the products and services quite easily.
 Physical evidence:Sainsbury’s team of management has paid a lot of emphasis on the
aspect of physical evidence. The departmental store of Sainsbury is the one leading in the
United Kingdom. Along with the company being the leading, it is also one of the largest
chain of stores on the country. The departmental stores of Sainsbury is open for the whole
day that helps the customers in choosing their best suitable time in the day
(About.sainsburys.co.uk, 2018). It is also open every day in the open. However, ASDA
does that provide that kind of flexibility to the customers. The customers are able to visit
the store of Sainsbury in whatever time of the day they like and shop their desired
products. As a customer visits the store of Sainsbury’s, it is obvious that the person
would want to get the maximum comfort and pleasure while shopping as well as making
profitable deals and bargains (Lan et al., 2017).
 Promotion: For the marketing team, the aspect of promotion is probably the most
important in the company. The element of promotion is highly considered by the
marketing team and they work in order to promote the products of the company so that
they reach the maximum number of people in the market. Promotional activities involve a
number of networks including social media in order to promote the products of Sainsbury
that they offer their customers to avail. Both the companies of ASDA and Sainsbury
execute their promotional activities with the help of magazines, advertisements in