Marketing Essential: Strategies for Success and Growth

This document discusses the importance of marketing essential for the success and growth of a business. It explores different marketing strategies and the marketing mix for achieving business objectives. The case study focuses on M&S and Sainsbury. It also includes a strategic plan for marketing in M&S.

MARKETING ESSENTIAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
P3 Marketing mix for the achievement of the objectives of the business between M&S and
Sainsbury,....................................................................................................................................3
P4. Strategic plan of the marketing in the M&S.........................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing refers to management of the business to exchange the relation to achieve the
success and growth of the business. Marketing essential refers to those activities of the business
which promotes the purchase and sales of the products and services of the company. It is the
process of the business to creates the effective and efficient relations with the customer by fulfils
the needs and wants of the customer. Marks & Spencer is the most famous multinational retail
company which sells the best quality of the products and services. The headquarter of the M&S
is at the London, UK. There are various roles and responsibilities of the marketing for the
successful operations of the business. It includes the interrelation between the marketing and
units of the business in the organisation. This report includes the marketing mix practices of the
two organisation that have different styles of the achieving the goals of the business. These two
organisation are M&S and Sainsbury. There are the strategic marketing plan which guides the
company towards the achievement of the objectives.
TASK 1

TASK 2
P3 Marketing mix for the achievement of the objectives of the business between M&S and
Sainsbury,
Marketing refers to the practices and process that any organisation used in the promotion
of their products and services in the markets. It is the process in which company attracts the
number of customer to purchase their products for the increase in the sales and productivity.
Both Sainsbury and M&S have different styles of using the strategy of the marketing mix in their
business to achieve the objective of the business.
7Ps M&S Sainsbury
Product The sales of the products and
services of the M&S are divided into
5 types. M&S have the greater
variety of product which is of the
high quality that attracts the
The products and services of the
Sainsbury are provided from the
large variety of the brands in the
markets. Sainsbury have their
own products which is more than

customer to select the choice of their
products (Schaefer, 2018). The
products of the M&S are cloths,
furniture, shoes, food with different
variety and good quality.
15000. The products of the
Sainsbury such as drinks, meat,
fresh & bakery, clothing,
electronics. The main focus of the
Sainsbury is to spend more on the
development of the products to
maintain the reputation of the
brand by giving the quality
products and services.
Price In the business of the M&S they
used the strategy of the competitive
pricing in the marketing mix. There
are the in house brands in the
business of the M&S which provides
the products of the clothing for the
men, women and kids. These in
house brands are priced as per the
category of the medium to higher
due to its quality premium (Pooler,
2018). They follow the competitive
strategy of the pricing to provide the
consumers greater variety of the
options to choose due to the
increasing level of competition.
They also apply the dynamic
strategy of the pricing in the business
in the time of the seasonal in which
they offers the discount in the
products ans attract the new and old
customer towards the products of the
In the business of the M&S they
In the business activities
Sainsbury follow the competitive
strategy of the pricing. The
products and services of the
Sainsbury are at the fair prices
and greater quality. Sainsbury
develop the strategy of the pricing
as per the positioning strategy of
the business. The prices of the
products of the Sainsbury are
higher as compared to their
competitors because it provides
the better and effective quality
products.

used the strategy of the competitive
pricing in the marketing mix.
Place It is largest and the multinational
brands which have more than 1000
shops in different countries of the
world. In the UK M&S have more
than 850 stores so that they lead the
large shore of the markets in the UK.
M&S have their own websites where
people could purchase their goods
and services and get the delivery of
the products at their home.
The selling of the product of the v
is from the two channels of the
marketing one is directly to the
customer from their online
websites and another way is to
sell the wholesaler and then sells
to the retailers of the different
countries (Davis, 2017). They
807 store and the 605
supermarkets which sells the
variety of the products and
services. The online order of the
Sainsbury is about the 250000
each week.
Promotions For the promotion of the products
and services In the business of the
M&S they used the strategy of the
competitive pricing in the marketing
mix. They use the print media,
advertisement on the social
networking sites and television to
promote their products.
In the promotional strategies
Sainsbury makes the effective
and efficient uses of the BTL
(below the line) and ATL (above
the line). To attract the customer
and increase the image and the
reputation of the brand Sainsbury
uses the advertisement from the
Daivid Beckham. In the ATL
process Sainsbury give
advertisement on the TV and
radios etc. in the BTL process of
the promotion they uses the
promotion of the sales from

packaging and database
marketing.
People The strength of the workforce of the
M&S is more than 83000.
Employees of the M&S get the
special attention from the company.
M&S used the policy of the
competitive payment to give the
salary to the customer (Martin,
2017). The employees of the M&S
get rewarded as per their
performance level. There are various
advantages for the employees of the
M&S such as pension, life and
health insurance.
In the business of the sainsbury
they have the skilled and expert
employees who have the
knowledge of the needs and
wants of the customer. The
customer of the Sainsbury given
the first preferences because the
of training and development of
the employees to satisfy the needs
of the customer.
Process The stores of the M&S are find in
the areas like sub urban and malls if
the city. There are the proper
management ODF the stores of the
M&S as compared to the other
brands of the like the pantaloons,
sills lifestyles etc (Martin, 2017).
The store of the M&S are separated
into the floor which have separates
sections for the variety of the
products like furniture, clothing
flowers etc.
Sainsbury provide the facility of
click and collect which make the
online shopping easier for the
customer. Sainsbury works to get
the opportunities of the market by
researching to understand the
needs and wants of the customer.
Physical evidence The products of the M&S are in the
different colours and their packaging
is easily identify on the shelves of
The layouts and the design of the
stores of the Sainsbury are as per
the needs and wants of the

the stores. The customers of the
M&S could easily find the products
in the shelves of the retail stores. To
increase the business there have the
websites of the M&S which gives
the facility to the customer to view
their products in the effective
efficient quality of the images taken
from the different angles.
customer (Kolb, 2018). There
have the best quality of the trolley
and the baskets which gives the
good experiences of the shopping
to the customer.
P4. Strategic plan of the marketing in the M&S.
Executive summary:
M&S is the multinational company of the retail business which sales variety of their
products and services in the different countries of the world. They sell the best quality of
products such as the good, clothing and products to the customer. In the present M&S is going to
launch the new bags for the eco-shopping which helps to reduce the poverty and waste of the
people and which do not affects the environment and fulfils the needs of the people.
Mission:
The mission of the M&S is to provide the effective and efficient quality products to all
the customer. The mission is the creation of the impact of the social and environment due to the
wastes of the monetisation.
Vision:
The vision of the M&S is to being the standards according to the others which measured
Objectives:
 To minimize the waste in the environment.
 To make the business with the sustainable products and services.
 To achieve the success and growth by launching the new products and services in the
markets.
SWOT analysis:

Strength: The strength of the M&S is they have the strong Infrastructure of the e-
commerce in their business (Elg and Paavola, 2008). They have the effective and efficient image
of the brand because they provide high quality products and services with different types variety.
Weakness: The weakness of the v is that the financial performance of the business is
very poor in the in the markets. The satisfaction of the customer is very in the M&S because
there are the lots of the issues due to the policy of the return and bad experience of the stores
(Vij, 2015).
Opportunities: There have the opportunities of the internet technology which is
developing very fast with increase in the demands of the online products. Development and the
reshaping of the products of the clothing give the greater success and growth to the business.
Threat: In the business of the M&S the continuous changes in the trends of the clothing
due to this the needs and wants of the customer are also changes. The increase in the level of the
competition M&S have the great competition in the markets of the UK and abroad (Elg, Ghauri
and Tarnovskaya, 2008). Due to the higher competition the success and growth of the business
decreases.
Ps for the sustainable products of the M&S:
Product: M&S is going to launch the new product which is sustainable in the business
the name of the product is the eco shopping bags for the customer. These shopping will reduces
the waste of the monetisation and protect the environment.
Price: The prices of these eco shopping bags are convenient to all the customer of the
M&S and it gives benefits to the customer by fulfilling the sustainable needs. The cost is the £
1.30 which have the best quality (Babiuk, Braun and Campbell, 2015).
Place: The eco-shopping bags are find in the supermarkets, stores retail shops etc. The
new products are available in all the stores of the international markets.
Promotion: The M&S uses the platforms of the social media, advertisements on the
television and various campaign which promotes the new products in the markets and increases
the sales of the business (Wilson, McCabe and Smith, 2018).
People: With the help of the retailer and the whole sellers the M&S inform the customer
about the sustainable products of the business. Customer is the main source of the business so
they plan to attract the customer in the business.

Process: The business of the M&S introduces their new products by the process of the
online selling from their personal websites. The customer of the M&S gets the home delivery
services of the new eco-shopping bags.
Physical evidence: The new products have the effective and the efficient packaging of
the bags that reduces the waste and should be reuse again in the packaging of the new eco
shopping bags.
Budget:
Expenses Amount (£)
Rent 70
Salary 40
Total 100
STP:
Segmentation: In this process the markets is divided into the different types of the
segments because with the help of the segmentation M&S maintain and manages the
sustainability in their business (Hisrich and Ramadani, 2017). The customer of the M&S is
divided into the demographic, geographic.
Targeting: To maintain the sustainability in the business M&S have to target the markets
areas. As per the potential and size of the market the M&S set their target. By calculations of the
threats and the opportunities M&S identify the targets of the year which increase the success and
the growth.
Positioning: After segmentation and targeting the M&S position their new products in
the target markets which increase their values to the business (Arendt and Allain, 2019). As per
the needs and wants of the customer the M&S position the products in the markets to get the
success and the growth of the business.
Monitoring and Controlling:
In the planning of the marketing the new products M&S monitors the activities of the
employees that they are focused or not in achieve the objective of the business.
Controlling:

After the monitoring of the activities of the employees M&S finds various ideas to
control the deviations which are due the budget which is estimated in the planning. The business
of the M&S uses the sales and the ratio analysis for managing and maintaining the deviations.
CONCLUSION
From the above study it can be concluded that the marketing essential are very important
for the success and growth of the business in the different situations of the markets. There are
various roles and responsibilities of the marketing function which leads to the successful
operation so the business and increase the profits and sales of the business. There is the
marketing mix strategy which helps identify the current situation of the business in the markets.

REFERENCES
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APPENDIX