Marketing Process and Planning at Sainsbury: Impact of Marketing Mix in Achieving Overall Business

This report analyses the concept and role of marketing within 21st century, roles and responsibilities in marketing, competencies required to succeed marketing function with other departments, macro factors of the business environment operating in marketing activities, and the impact of marketing mix in achieving overall business objectives of Sainsbury for the new product launch Hazel Nut Cookie.

Unit 2 : Marketing Process
and Planning at Sainsbury

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Chapter 1: Roles of Marketing and Its Interrelationship with Other Business Units......................3
Concept and role of marketing in 21st century............................................................................3
Roles and responsibilities in marketing.......................................................................................4
Competencies required to succeed marketing function with other departments.........................5
Macro factors of the business environment operating in marketing activities............................6
Chapter 2: The Impact of Marketing Mix in Achieving Overall Business......................................7
Identification and comparison of the extended marketing mix for two ‘luxury’ non- food
products........................................................................................................................................7
Evaluation of the marketing strategies adopted for each business and their contribution for
business objectives.......................................................................................................................8
Set of justified recommendations for new 'luxurious' product line.............................................9
CHAPTER-4 Marketing plan..........................................................................................................9
CHAPTER -2 Media plan..............................................................................................................15
Digital, offline and social media channels for communication.................................................16
CONCLUSION..............................................................................................................................16
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined as the delivering and exchanging of products and services in the
market to offer it to the customers at large scale (Rust, 2020). Sainsbury is the second largest
chain of super markets in UK which is providing the products and services to customers.
Therefore, the report will analyse the concept and role of marketing within 21st century.
Roles of marketing and its interrelationship with other business units will be described which
will measure the roles and responsibilities of marketing. Mission, vision and purpose of
marketing will also be described. Further, impact of marketing mix will be described in
achieving the overall business key objectives of Sainsbury for the new product launch Hazel Nut
Cookie. Moreover, marketing plan will be framed which will include SMART marketing
objectives and utilization of models and theories for the company. Media plan will be framed
which will help in analysing the budget of the media while launching the new product. Along
with this, some recommendations will also be provided for the new product launch in the market.
MAIN BODY
Chapter 1: Roles of Marketing and Its Interrelationship with Other Business
Units
Concept and role of marketing in 21st century
Marketing is the process of exploring, creating, and delivering values to meet the needs
of target market which is done in terms of services and products at large scale. This helps in
creating value for understanding the needs and requirements of customers in market. Marketing
is the concept which helps in delivering the ideas in the market with the help of how effectively
and in appropriate manner the company is delivering products and services at large scale (Fuciu
and Dumitrescu, 2018). The concept helps on delivering the concerns which are related to how
effectively the right ideas at right time and at right place are delivered and acknowledged.
Marketing also involves right promotion and advertising techniques so that the new product is
being launched within the market.
Marketing in 21st century is about delivering the customers experience. The future
generations of the customers will have more income which will be more discretionary. There
will be less time and more choices made available to the customers in the market. This will help

in displaying new patterns of spending money which will be dependent on age, wealth and
geography. Technology has completely transformed the ways in which the individuals are
communicating and are sharing the information which is made available to them in the market.
There are ways in which the technology has been overpowering the other methods through which
the information can be shared appropriately (Shulus and et.al., 2019). Different ways of
communication have been used within the promotion and advertising of the products at large
scale. This is helping to create value and is making the reference to understand the perspectives
of transformations done within the products and services delivered to the customers in the
market. Marketing has also helped and improved different process and systems of organizations
to deliver and address the perspectives of how the information is being delivered to them about
the new products and services which are introduced in the market by the company.
Roles and responsibilities in marketing
There are different roles and responsibilities in marketing and these and mentioned as -
Roles of Marketing — There are different roles of marketing which are analysed and these are
described as -
 Meeting the needs and wants of customers in the market.
 It helps in ensuring organizational growth, reputation and survival.
 It helps in widening the market (Wichmann and et.al., 2022).
 Marketing helps in adapting the right price because it generates revenue.
 There are better product offerings which are related to market.
 Marketing helps in creating utility.
 It helps in facing competition.
Responsibilities in Marketing — There are different responsibilities which are delivered
within the prospects of how the marketing department delivers its responsibilities within the
organization. Some responsibilities are described as follows -
 Defining and managing the brand of the company.
 Conduction of campaign management for initiatives to be taken in the marketing section.
 Creating the content for the website (Laurie and Mortimer, 2019).
 Managing and monitoring the social media appropriately.

 Internal communication are produced strongly and are analysed within the company at
large scale. This is helping to create value of internal and external communications to be
made strong.
These are some major key roles and responsibilities which are identified within the market and
this helps in communicating the aspects of how effectively the marketing of the products and
services specially the new product which is Hazel Nut Cookie by Sainsbury is produced and is
delivered to the customers in the market. The new product launch which is Hazel Nut Cookie
has been produced in the market for the luxury to be provided to the customers who are making
the demand for the product at large scale within the market. This is helping the company to
initiate and analyse the concerns which are related to the growth and development of the new
product in the market. The reach of the customers is framed to be large enough so that there is
more popularity of the product.
Competencies required to succeed marketing function with other departments
Vision — To be the most trusted retailer where people love to shop and work.
Mission — To be equal to the environment and suppliers for long term gains.
Purpose — To provide good food at a fair price.
The marketing competencies helps in function with the other departments. It helps in
defining success and growth in marketing role which is being signified and is in search for how
the launch of new products and services are being done. There are five core competencies which
are required for marketing function are described as follows — Targeting, analytics, conversion,
engagement, marketing technology (Di Gregorio and et.al., 2019). Marketing function interacts
with other departments such as HR, finance department, operations department etc. These are
some important departments which are being involved into the conversation with the
supermarket department. It helps in analysing and addressing to the concerns which are related to
how effectively the marketing department is concerned with the new product which has been
launched in the market. Marketing department when interacts with other departments helps in
signifying the concerns which are related to Sainsbury's growth and development at large scale.
It helps in knowing the new marketing strategies which are framed for the launch of new
products which is Hazel Nut Cookie produced by Sainsbury in the market. With the help of other
departments, the company is able to target the market and the customers in signified and

appropriate manner (ADNANI and HAMOU, 2020). The other departments have wider scope to
which the analysis and management of different operations is done at large scale. This is helping
to create value for knowing and understanding the functions of different departments which are
contributing to the success of Sainsbury. Therefore, the other departments such as finance, HR
and operations are functioning accordingly and in appropriate manner. This has been analysis of
how effectively and in significant manner there are aspects which are helping to address the
basic concerns related to development of new product in the market.
Macro factors of the business environment operating in marketing activities
There are some major business environment factors which are involved within the
business of new product launch of Sainsbury in the market and these are linked to macro factors
of the business environment at large scale. These are mentioned and described as -
Demographic — Demographic factor is the factor which includes age, income, gender etc. With
the help of these factors, Sainsbury is able to target the customers in the market for its launch of
new product which is Hazel Nut Cookie. This factor helps to understand the needs and wants of
the customers which is identified (Cherunilam, 2021).
Political — Political factors have been impacting the marketing activities operating within
Sainsbury as it is analysing and determining the key concepts and measures to achieve success
with the new market. This factor is operating in the marketing activities as the marketers are
concerned with the political involvement in the promotion and advertising of new product.
Ecological — The ecological factor operating in the marketing activities helps to understand that
there are environmental changes like change in climate which includes — light, temperature, soil
and water. This is helping to analyse that the marketing activities can also be hampered by the
ecological changes (Möller, Nenonen and Storbacka, 2020).
Socio — cultural — The socio culture factors include lifestyle, taste and preferences of the
customers along with their buying habits, beliefs and values at large scale. These factors impact
the new product which is Hazel Nut Cookie to be launched within the market.
Technological — With the help of technological factors, the development and growth of the new
product in the market are being developed for operating in marketing activities at large scale.
There are some internal and external factors which are influencing my role as I am a
Junior Marketing Analyst working in the Marketing Department of Sainsbury. My skills and

abilities are contributing to the success and new ways to develop the launch of new product
which is Hazel Nut Cookie. The structure and processes of Sainsbury is determined on the verge
of how effectively I am able to manage and create value for the new product launch for
customers in the market. The external factors influencing my role as a Junior Marketing Analyst
are — economic conditions, competitive forces, changes in technology, cultural and social
influences.
Chapter 2: The Impact of Marketing Mix in Achieving Overall Business
Identification and comparison of the extended marketing mix for two ‘luxury’ non- food
products
Marketing Mix High — end Watches Silk Shirts
Product Marks and Spencer is
providing the customers high
end watches so that they are
able to fulfil their needs and
requirements by achieving the
product (Thabit and Raewf,
2018).
H&M is also dealing with the
selling of shirts in the market
for the customers to ensure the
most profits and sales in
market.
Price The amount of the product is
also high as it is categorized
within the luxury aspect of the
company.
The price of the product is
determined and is analysed at
large scale. This is helping to
create value for addressing the
cost of product in the market
(Wichmann and et.al., 2022).
Promotion Promotional strategies are
farmed and used for the
promotion of the watches of
Marks and Spencer (Lim,
2021).
The social media promotion
through Facebook, Instagram
and Website is done to reach to
customers.
Place In — house manufacturing The stores are the place

operations are done for
product to be delivered to
customers at large scale.
through which the silk shirts
are reaching the large masses.
Process The process of delivering the
watches to the customers is
identified and made available
for them in the market.
Being environmentally focused
and providing sustainability of
the product is considered
within the process which
H&M follows.
Physical Evidence Physical evidence is the
presence of the product in the
market for the customers.
Presence of the product in the
market (Blut, Teller and Floh,
2018).
People Excellence in the customers
service helps in increasing the
sales and profits of the
organization.
Salesperson services provided
to customers and employees
working within organization
fall under people category.
Evaluation of the marketing strategies adopted for each business and their contribution for
business objectives
The evaluation of the marketing strategies which is adopted by Marks and Spencer is —
Product development strategy which is helping the business to provide variety of other products
as per the needs and wants of the customers. With the help of the product development strategy,
the company is able to fulfil the objectives and achieve its goals at large scale in the markets
structure (Majid, 2020). The company is working with the third party brands so that they are able
to analyze the strategy which is being used by the company and is benefiting from it at large
scale. The objectives are also fulfilled which have been analysed and diversified at large scale.
The company is working with strategic acquisitions and exclusive collaborations which are
framed within the organization at large scale.
The evaluation of marketing strategies which is adopted by H&M is — Promotion
strategy which helps in reaching the product which is silk shirt to the customers (Chen and Fang,

2019). H&M has developed multi channel promotional strategy for advertising, sales of the
product made available in the market for customers at large scale. This is how the company is
achieving its target and is succeeding in the development of the product at large scale. This
strategy is also helping the business to achieve the overall objectives which has been framed by
the company in appropriate manner at large scale.
Set of justified recommendations for new 'luxurious' product line
There are certain recommendations which are provided for the launch of new product in
the food line. These recommendations are described as follows -
 Product development strategy should be framed by the Sainsbury for the launch of Hazel
Nut Cookie. This strategy will help in understanding the product qualities and its
expansion to be done in the market (Dou and et.al., 2021).
 Usage of social media channels should be adopted such as Facebook, Instagram, Twitter,
Official Website etc.
 Operations and processes within Sainsbury should be regularly checked for providing the
concerns and regarding the new product launch in the market.
 Targeting the customers is the most important aspect which should be taken into
consideration at large scale. This will help the customers in evaluating and buying the
products in the market at large scale. This will also help in creating value for Hazel Nut
Cookie which is considered as the luxurious product in the market fulfilling the needs and
wants of the customers.
 Proper and effective decision-making process should be framed and taken into action for
the growth and development of the product ion the market (Kauppinen-Räisänen and
et.al., 2019).
These are some recommendations which should be taken into action so that there is value for the
new product which is Hazel Nut Cookie of Sainsbury. These recommendations will be beneficial
for the company to consider the aspects of how the new product is achieving the targets in the
market.
CHAPTER-4 Marketing plan
Overview

The company is launching the new luxurious food product which help Sainsbury's to
achieve their aims and objectives with the help of the market strategies and analysation which
include SWOT analysis, PESTLE and 5C analysis.
Aims and objectives-
 To generate new product awareness by 60% within 6 months.
 To increase profitability up to 50% within 2 years.
 To increase customer base and enhance their satisfaction level by 50% within 3 years.
Market research
Sainsbury's get the idea for the new product launch from the customers new demands and
consciousness about their healthy diet. This Hazelnut Cookie may have a full of protein and
mixture of dry fruit which may help the customers to fulfil their needs of healthy diet.
These marketing research may support the new product which is going to be launch by
the Sainsbury's which is Hazelnut Cookies. The market researches of the new trends may help to
determine the practicality of the new product and services through research which conduct
directly to the potentials of the consumers.
Sainsbury's get the idea from the market research which may help to solve the people's
problem regarding their foods and healthy diet. They may find the new current trend or what
may be the future trend for the customer's choice.
Situational analysis
A- Marketing audit
SWOT of Sainsbury's
It is defined as a study of an organization which is used to identify the internal strengths and
weaknesses and also its external opportunities and threats.
Strengths- It refers to what the businesses may does best in their operations which may
take ahead from their competitors in market (Setiyawati and et.al., 2021). It may have a high
impact on the organization because Sainsbury's may a risk taker so that they always expand their
supermarket place in the years.
Weaknesses- it used to some areas where the businesses and brands needs
improvements. Sainsbury's may finding the cost reduction for their products to attract their
customers due the co petition in the market but the cost reduction may create a loss for their
business.

Opportunities- it refers to those approaches in the environment which surrounds the
businesses to help in capitalize to increase the return. They may have a better opportunity like
growth in rural area where they not use branded products which may help them to gain more
profit than competitors.
Threats- it is defined as the factor which create the problem in the growth of the business
due to competitors. The threats may be created by the competitions in the market which affect
the business expansion as well.
PESTLE analysis of Sainsbury's
Political- This factor help an organization to determine the stage at which a government
may influence their business by bringing the new taxes and policies. This may have a negative
impact on the Sainsbury's business, which may rising in the corporate tax and new policies
which may affect its profit (Sahir and Rosmawati, 2020). It can be affected by the increasing or
decreasing taxes which may be only for some industries not for over all industries in the country.
Economic- It refers to the factor which may affect the economy of the country including
the interest rates and wages. It may have a positive impact on the Sainsbury's business. Interest
rate may affect the liquidity of cash flow in the economy and may have a higher return of
investment which may attract the investors for the business. It drives to generate the maximum
revenue for the business.
Social- this factor always consider the trends such as lifestyles, cultural norms and
expectations like the career attitudes. This factor may have a positive impact on Sainsbury's,
because they know the trends and culture in today's time what consumers prefer most the
changing trend does not have a negative impact on this organization because they already adapt
the trend such as no junk foods and only sell the healthy snacks and shakes.
Technological- this factor is a variable for being used to evaluate the available
alternatives in technological capabilities. Organization considers this factor as an important tool
to improve their operations. This factor has a positive impact on the Sainsbury's business. The
advancements in the legal analytics may be used to build the proper models to describe about
how much of the given product may have an expectation in sell and what price may maximize
their profits.
Legal- this factor is which appear the change to regulatory environment which may affect
the certain industries or individual businesses. Changes including legislation and law and order

in the country. This factor may have a either positive or negative impact on the Sainsbury's
business. The laws including consumer law, discrimination law and copyright law help
organizations to take action against the inappropriate activities.
Environmental- this factor is important because they can cause the direct and indirect
effects on the business dealings and revenues (Wulandari and et.al., 2022). This may have a
positive impact on Sainsbury's. The environment creates to reduce the carbon footprint and
plastic waste by which Sainsbury's always careful about these things.
5C's
it is a marketing framework to analyse the environment which the companies are operating and
to provide the success as well.
Company- the marketing managers of Sainsbury's may need to identify the marketing
strengths and weaknesses before making a marketing decisions because every organization may
have a different marketing budget and different skills to execute their marketing strategies.
Customers- the marketing strategy of Sainsbury's they need to meet the two large
objectives carefully which may be selecting target markets and designing the marketing
activities. Customer analysis by a marketing managers may include the growth rate of industry
and potential of market size.
Competitors- the marketing managers of Sainsbury's may design the marketing activities
which may help its business to reduce their competitive pressure. They need to clearly analyse
the demand risks and technological innovation risks.
Collaboration- it includes the supply chain of both upstream and downstream of the
value chain, and they need to critically evaluate the supply chain based on the bargaining power
and flexibility.
Context- it refers to include the industrious analysis of macro environment such as
political and social and regulatory environment. Sainsbury's operates in the rate of the
technology innovations.
Competitor analysis-
Comparative bases Sainsbury Tesco

Product Sainsbury's have a retailing of
groceries, clothing and home
products.
Tesco have a retailing of
Books, clothing, electronics,
furniture and petrol.
Price They have a lower regular
price
They have a price according to
the higher standards of the
customers
Quality They have rated the quality by
customers is 4/5 which is
better for them.
They have rated the quality by
customers is 3/5 which is good
for them.
Promotional channels They have television and radio
channels for their promotion of
products.
They have a social media
preferences for their product
promotion.
STP-
Segmentation- They focus on the people who shop online and offline for their groceries
and daily and essential need of product and services.
Targetting- They are undifferentiated and targets the households and individuals as
well.
Positioning- Sainsbury's is a supplier of many types of products and at a affordable price
which the customers may buy their products easily.
Marketing strategy
Product- Sainsbury's may has a wide offer for their customers in the marketing mix
product strategy. They may launch the new product Hazelnut Cookies in addition in their
marketing maximization. This product may be launch for the consumers who are very health
conscious and very particular about their diet. This will include the hazelnut which maintain their
diet proper.
Price- the price of this product depends upon the competitive price by the competitors
which they may be use high or low in compare to their competitors (Saura, Palos-Sanchez and
Correia, 2019). They may use the good use of price discrimination policy as the position of the
product.

Place- Sainsbury's may have a various supermarkets over the worldwide, and they always
choose the right and crowded place where they may have more demand of the Hazelnut Cookies
which help in maximize their profit.
Promotion- Sainsbury's always have a same promotional platform such as radio and
television they mostly use this to promote their product as they may use the same platform for
their new product Hazelnut cookies.
Budgeted
Particular Amount
Material $748.000
Salary $78.000
Marketing expenses $100.200
Production expenses $1,028.000
Software expenses $62.400
Miscellaneous (other) $40.200
Total expenses $20.456
Tactical actions
Sainsbury's may use some tactics to promote and advertise their product, it may make
some strategies such as hoardings and pamphlets about their new products which may help them
to advertise that properly. It may use the social media platform for their product to advertise
more and reach out to many customers. It may hire better marketing team to perform better sales
and marketing over the year (SUH, 2021). It may be done the research of salary survey data for
determining the new hires compensations, it may carry out the effective exit interviews for
finding out that why their employees are leaving their organization.
Monitoring and measuring
The return on marketing investment (ROMI) is a metric to measuring the revenue of
marketing campaign which is generated as compare to the price and costs of the running
campaign. Sainsbury's use this metric to measure their revenue of campaign. ROMI provides
organization the future control and prediction on the cash flows and may help to improve the

marketing effectiveness. Whereas, Customer lifetime value (CLV) which may have a important
metric for every company which involves the organization's relationship with customers. It may
help to avoid failing from the trap of return on investment for every marketing campaign or
tactics. It may help the organizations to take marketing investment decisions.
CHAPTER -2 Media plan
Media plan is the process to determine how, when and what customers a branding or
advertising message will be delivered. This is how the media planner analyses how the message
may be intended to support a marketing or advertising strategy and that may develops the tactics
which may share the appropriate message with the right and right people.
Media budget-
Resource Amount
Social media $40.20
Marketing campaign $65.28
News channels $50.00
miscellaneous $10.00
Total expenses $165.48
Recommendations
The multimedia activities may have an option for the organization for the marketing
campaign which may help them to know about the exact marketing budget. They need to use
such things like mobile marketing, live casting and podcasting of photos, video and the file
sharing that may spread word about the company's new product and may help to build up the
brand awareness in a unique way (Opresnik, 2018,). Sainsbury's need to know more about the
customers which type of media may use to attract the customers which may know the customers
and prospects.
It may need to know that whatever their objectives is they need a full budget to fulfil the
goals. It may need to have a annual budget sets for their campaign which may have a appropriate
fund for that. Or it may schedule their campaign in their annual business plan. The organization

need to set their budget by their tasks which may they are going to start (Luci, 2020). They may
need to match their competitor's budget with themselves and may have an estimation on the
percentage of sales.
Rationale- They can choose this product because they see the new trends which are changing, it
can help the organization to expand their business (Davis Wu, 2021). This product is very health
conscious for the consciousness of the people and help them to complete the demand of the
product.
Digital, offline and social media channels for communication
There are some offline and online digital media channels which may help Sainsbury's to
reach their target. The channels such as newspapers, magazines, flyer and brochures, electronic
billboard, television advertising, radio advertising and cold calling which is totally a offline
channel which may help the organization to promote their product.
They online digital marketing may include the social media platforms, email for the
appropriate communication and video marketing for the better communication. They may have
such social media channels which help in media marketing communication Facebook and
Instagram which may help them by creating the page for the particular product.
CONCLUSION
Thus, it is concluded from the above report that concept and role of marketing within 21st
century was being defined and described within the report. Roles of marketing and its
interrelationship with other business units was described which measured the roles and
responsibilities of marketing. Mission, vision and purpose of marketing were also described.
Further, impact of marketing mix was described in achieving the overall business key objectives
of Sainsbury for the new product launch Hazel Nut Cookie. Moreover, marketing plan was
framed which included SMART marketing objectives and utilization of models and theories for
the company. Media plan was framed which helped in analysing the budget of the media while
launching the new product through social media channels at large scale. Along with this, some
recommendations were also provided for the new product launch in the market. This also
initiated the detail analysis which helped in anticipating the concerns regarding the launch of the
new product which is Hazel Nut Cookie.

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