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Report on Marketing Principles of Sainsbury

   

Added on  2019-12-03

12 Pages2833 Words136 Views
Marketing Principles

TABLE OF CONTENTSEXECUTIVE SUMMARY.............................................................................................................11) Macro and Micro Environmental Factors...............................................................................12) Product of Sainsbury...............................................................................................................43) Segmentation Criteria..............................................................................................................54) Target Customers....................................................................................................................55) Unique Selling Proposition.....................................................................................................56) Pricing and Positioning Strategy.............................................................................................57) Distribution channel................................................................................................................68) Offers.......................................................................................................................................69) Marketing Materials................................................................................................................610 Promotions Strategy................................................................................................................711) Online Marketing Strategy....................................................................................................712) Conversion Strategy..............................................................................................................713) Joint Venture and Partnership...............................................................................................714) Referral Strategy....................................................................................................................715) Strategy for Increasing Transaction Prices............................................................................816) Retention Strategy.................................................................................................................817) Financial Projections.............................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY Marketing principle can be defined as a practice of sharing ideas and conductingpromotion activity that can reach to end users. It helps the company in enhancing its salesvolume by attracting large set of customers towards it. Considering this, present report has beenprepared as a business plan for Sainsbury so that its market performance can be enhanced. Inthis, discussion is involved on segmentation, targeting and positioning of “TU” Brand ofSainsbury which is an apparel brand. In the later part of report, discussion is made on marketingmix and extended element of marketing mix so that appropriate plan can be developed. 1) Macro and Micro Environmental FactorsMacro Factors are enumerated below:Political and Legal: Political changes in the country affect the operation and strategy ofSainsbury. In addition to it, cited company need to change marketing activity due tochange in Competition Act and Enterprise Act. Economic and Environmental: Economic downturn and churn affects the profitability ofthe company. Also, customer’s paying capacity is affected. Social: Significant change in needs and wants of customers affect the marketing activityand product design of Sainsbury. Technological: Sainsbury adheres to technology and implement the same in operations inorder to offer quality services to customers. Micro Factors that influences marketing activities are detailed below:1.Customers: Sainsbury need to develop products as per the needs and wants of thecustomers. This requires significant changes in product sometime. 2.Suppliers: Cited Company has sound relations with the suppliers that aids in attainingconsignment on time. 3.Competitors: There is high extent of rivalry that affects the marketing efficiency of thecompany. 4.Employees: The organization offer sound working environment and motivation supportthat aids in gaining support from themSainsburyMarks and SpencerTesco PlcOverview &Second largest chain ofGlobally establishedThird largest retailer in1

profilesupermarkets in UKMarket share ofcompany is increasing.retail brand whichspecialists in clothingsegment It possesses high branddominance within thecontext of apparels. the worldIt has booked loss inrecent years thataffected its operation inthe marketplaceCompetitiveadvantageWell-developed brandimage in the UKmarket in retailindustryEffective use oftechnology for drivingsales.It offers qualityproducts at affordableprices. Quality of products andhighmarketcapitalization.Sound base of suppliersthat aids in offeringvariety of products totarget customersHigh customer loyalty Price leadershipLarge number of storesand outlets acrosscountry.Tesco loyalty card helpsin gaining benefits ofrepeat purchase. TargetmarketUK and Europeanmarket Asian market India and ChinaMarket share16.00%9.00%29.00%MarketingstrategiesEffective distributionHigh presence ofinternet that aids inreaching to wide rangeof customers. Quality products tobuild brand imageIt focuses on integratedmarketing tactics thatincludes promotionthrough print media,internet and digitalmedia. Cost leadershipIt attracts customersthrough social mediamarketing and emailmarketing majorly. Product &servicesRetail productsclothing, home productsand food productsGrocery and generalmerchandise.2

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