Marketing Essentials: A Comparison of Sainsbury’s and Morrisons

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
Comparison in Marketing Mix of Sainsbury’s and Morrisons....................................................3
Marketing Plan for Sainsbury’s...................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing Mix refers to set of activities and strategies that are adopted and employed by
organisation to promote product and brand in organisation. Marketing Mix consists of product,
price, place, promotion, people, physical evidence and process. These are some of the elements
that are part of marketing mix, these elements also become basis for marketing strategies. This
report will discuss about marketing mix of Sainsbury’s and that of Morrisons. Sainsbury’s is
second largest chain of supermarket in UK. Company was founded in 1869 and operates at
around 1428 location in UK. It is headquartered at London, UK and its products are
hypermarket/superstore, supermarket, convineance shop, and forecourt shop. Afterwords, this
report will also involve one marketing plan for Sainsbury’s.
Comparison in Marketing Mix of Sainsbury’s and Morrisons
Marketing Mix Sainsbury’s Morrisons
Product This is concerned with most important
element of marketing mix. Sainsbury’s
offers products from several different
brands that are available in market and
further Sainsbury’s also has its own brand
products available at its different stores.
Products that Sainsbury’s offer include
fresh and bakery, frozen food, drinks,
health and beauty products, products for
cleaning, clothing, electronic products, and
many other products (Išoraitė, 2016). In
order to enhance its portfolio company also
takeover Agros. Sainsbury’s product
strategy allows it to attract customers from
different segments, having different
requirements.
Products strategy of Morrisons is different
from Sainsbury’s their products include
food products, clothing, books, magazines
and CD’s and DVD’s. Product strategy of
Morrisons is a value-led product strategy
in which Morrisons provides and focuses
on fresh food, and high quality of food.
This is also a key to success of Morrisons.
In order to ensure high quality anf fresh
products Morrisons have its own
production facility. Other than this,
products of Morrisons are also paid
attention in terms of their feature,
appearance and packaging.
Price Price strategy of Sainsbury’s is based on Morrisons offers their product by
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different theorise and philosophies in
which price is Sainsbury’s is based on
value price strategy. Sainsbury’s under this
strategy and theory of the price ensures that
it is able to provide value to its customers
in exchange of their price. Hence maintains
a good quality of its products. Other
strategy is competitive pricing policy. As
per this price policy price of Sainsbury’s
gets affected by price of its competitors.
Moreover Sainsbury’s also practices price
discrimination policy under which price of
Sainsbury’s is premium in high-end
markets. However many of the basic
products and products for kids are prices
low and also maintain high quality.
lowering their prices and also maintains
high quality at low prices. Their pricing
strategy is based on three policies that is
premium pricing, promotional pricing and
bundled pricing. This means that they
offer their product at premium price,
promotional price involves lowering price
of the product. Bundled price policy
involves low price of the product when
bought in high quantity.
Place In relation with strategy of Sainsbury’s it
has its products available at around 1428
locations in UK. Other than this, its
products can be ordered online through its
website and through phone call. They
provide services of home delivery. This
place and distribution strategy enables
Sainsbury’s to attract customers from
different segments that have different
preference in terms of service.
Morrisons has around 660 locations stores
(Wu and Li, 2018). These stores of
Morrisons operating in England, Wales,
Scotland and in Gibraltar. Other than this
Morrisons also operate online operations.
Promotion Promotional strategy of Sainsbury’s is a
blend of different strategies and tactics.
Promotional strategy of Sainsbury’s
involves sponsorship, television
advertisement, celebrity endorsement,
Promotional strategy of Morrisons
involves providing a pleasant experience
to its customers. In this they also focus on
quality products and low price policies in
order to promote their products and brand.
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