Marketing Processes and Planning in Sainsbury Plc

This article discusses the concept of marketing, marketing operations, marketing mix, and how Sainsbury Plc applies it to achieve business objectives. It also explains the role of marketing in the wider organizational context and the significance of interrelationships between marketing and other functional units of an organization.

Unit 2 - Marketing
Processes and Planning

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
P1. The Concept of Marketing and Marketing Operations, Including The Different Areas and
Role of Marketing........................................................................................................................1
P2. How the Marketing Function Relates to the Wider Organisational Context........................3
M1. Role of Marketing in The Context of The Marketing Environment....................................4
M2. Significance of Interrelationships between Marketing and Other Functional Units of an
Organisation.................................................................................................................................5
D1. The External and Internal Environment in Which the Marketing Function Operates..........5
P3. How Different Organisations Apply the Marketing Mix to the Marketing Planning Process
to Achieve Business Objectives...................................................................................................6
M3. Review Strategies and Tactical Approaches Applied by Organisations to Demonstrate
How Business Objectives Can Be Achieved Successfully..........................................................8
D2. Evaluate Strategies and Tactical Approaches to The Marketing Mix to Achieve Overall
Business Objectives.....................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing adds benefit to users, suppliers, and clientele since it includes companies, actions,
and processes (Alfred, 2017). Development, engagement, trade, and delivery of specialist
products which are advantageous to all parties—involving the broader public—represent
marketing. Based on the results of numerous studies, marketing may be defined as the act of
creating products and solutions which meet the needs of the targeted customer while also
generating an income. The phrase "marketing strategy" describes a corporation's perspective to
item development and client support, with a strong emphasis on satisfying clients' wants and
expectations through the items the firm provides. Finding potential markets, identifying targeted
audiences, creating a strong marketing strategy, and managing the marketing activities are all
parts of the marketing cycle. A range of various ecological evaluations would be conducted by
the individual. Additionally, the learner would research the value of marketplace fragmentation
and understand how to identify and classify different targeted segments. Depending on a research
study of consumer activity, the learner decides to focus on the essential elements of both the
standard and the expanded marketing mix. A number of linked factors, such as "item launching,"
"merchandise innovation," "price tactics," "distributed methods," and "promotional activity," are
referred to collectively as the "marketing mix." The scenario analysis for this investigation
focuses on the UK-based Sainsbury Plc.
PART A
P1. The Concept of Marketing and Marketing Operations, Including The Different Areas and
Role of Marketing
The Marketing and Marketing Operational Concept- A firm's attempts to persuade
consumers to buy or offer its goods or activities are referred to as marketing. The two
components of marketing are indeed the sale of goods and the distribution of goods to consumers
as well as other businesses. Several businesses' marketing is handled by numerous marketing
firms. The marketing and promotional divisions of a company employ advertisements to connect
with their targeted audience. Marketing efforts employ a variety of strategies to target a certain
audience, including influencers advertising, appealing topics, eye-catching logos and visuals, and
wide publicity in the major coverage. Marketing refers to what a company is doing in terms of
bringing in and retaining customers (Benard, 2016). Writing pleasant to contact cards, playing

outside activities with potential customers, swiftly responding to communications and messages,
and scheduling cafe or dinner meetings with customers are instances of networking. Marketing is
mostly focused on customers who are engaged in a corporation's goods and activities. Pairing
products with customers is essential for a firm to succeed. The "4ps" stand for product, pricing,
place, and promotion in marketing lingo. The 4 Ps should be used by a company in order to
successfully market a good or commodity. Neil Borden made the marketing mix and the 4 Ps
famous in the 1950s. The 1950s saw the beginning of advertising as we understand it today as
people began employing media other than print to advertise goods. As televisions and the
internet have been more widely used in homes, marketers have been allowed to conduct
advertisements via a variety of mediums. Over the past 70 years, marketing have become
increasingly crucial to the operation of increasing a firm's goods selling to clients. In essence,
marketing is the process of utilizing a company's messaging to draw consumers to it. In an ideal
world, the company's messaging would've been instructive and helpful to the targeted audience,
generating more prospects for the company. In modern environment, there are possibly dozens of
websites on which one can execute a publicity strategy.
Areas of Marketing
It takes a lot of research and effort to master the complex subject of marketing. The range of
marketing specialties that follows covers it all from operational execution to study and policy:
 Influential Advertising as an essential element of influencers advertising tactics is
consumer engagement on digital networking sites including Snapchat, Linkedin, and
Youtube. Media people are used by marketers instead of a corporate accounts for
spreading the conversation regarding the brand. This strategy works well because it
emphasises interpersonal verification and builds on the trust that consumers already have
in the people they like (Hoang, 2016).
 Databases marketing as in this area of marketing expertise, experts save customer
information from many areas, such as purchasing patterns, revenue levels, consuming
capacities, and individual preferences. The information is gathered from internet sources
and payment terminals. Such information are analysed by experts, who then use them to
launch more targeted advertising efforts.
 Search network merchandising as the main focus of this form of promotion is reaching
users of searching companies including Google, Bing, and Yahoo.

 Personal selling entails distributing advertising items to the intended audience personally,
including posters, pamphlets, and magazines.
 Item marketing's main objective is to introduce a brand-new good or function to the
industry (Jaya and Susanti, 2019).
 A company's and provider's ability to shine out among the targeted audience is evaluated
through study in marketing. It is the first phase of marketing activities.
 By producing useful, non-promotional material, material advertising strives to give
customers non-promotional data.
Functions of Marketing: The foregoing are only a few of marketing's numerous duties in a
company's corporate accomplishment:
 Fulfilling the company's ethical obligations.
 Growth of the industry.
 Inspire competitive rivalry.
 Make new goods and activities useful.
 Satisfy the client's needs.
 To assure a company's continued existence, expansion, and good name.
 Expand industries
 Determining the appropriate price.
 Improving the calibre of the output.
P2. How the Marketing Function Relates to the Wider Organisational Context
Owing to its location inside the relatively unusual corporate setup, the marketing division
of Sainsbury Plc is in charge of a broad range of tasks and obligations. Information gathering and
evaluation relating to the customer base are the initial duties and requirements of advertising.
With the use of advertising, it is possible to ascertain client needs, inclinations for advertising,
and a number of other factors. Marketing helps the business achieve both its main and
supplementary objectives by creating a variety of advertising initiatives that are geared to
particular targeted populations (Luu, 2016). A company's creation and layout are significantly
influenced by its marketing. As a straight consequence, Sainsbury has created eye-catching shop
designs and branding to grab consumers' interest. Having an item easier for clients to grasp and
operate is among the advantages of marketing, and better packing does this. Sainsbury does have
a number of operational departments in additional to one for advertising, includes ones for

manufacturing and funding, R&D, customer support, and much more. A financial statement
contains many kinds of charges in addition to revenues and deficits. Marketing can be capable of
assisting the business determine its goals for the upcoming session with the help of the financial
division. The company's productivity is strongly impacted by marketing operations. Marketing
determines the group's ultimate objective, and the manufacturing departments work to move the
business towards such an objective by increasing their manufacturing capability. Marketing and
client support are closely related since the marketing team could discover further regarding
buyers' perceptions of the item through the client treatment they receive. In order for the
advertising division to make decisions on item creation and advertising tactics depending on the
data given by the R&D group, the R&D unit offers a number of study papers to the marketing
division. Diverse operational departments within Sainsbury, such as financing, manufacturing,
research & development, and client support, have a big impact on marketing. The marketing
team created a variety of item growth strategies depending on the data and statistics collected by
the other operational departments of the business. What they hoped to achieve with the
production division was determined by the marketing division. Additionally, because the
responsibilities of the marketing and client support teams are distinct, the effect of client
assistance on the marketing team is minimal (Mejía-Trejo, 2017).
M1. Role of Marketing in The Context of The Marketing Environment
The process of planning and putting different advertising strategies into practise is known as
marketing administration. By putting those advertising strategies into practise, Sainsbury's
targeted audience can be identified through pricing, promotions, transportation, and selling.
Illustrations of the main marketing responsibilities in the market structure of Sainsbury are as
follows:
 Categorization: In today’s modern worldwide environment, firms require marketing's
exact categorization offerings because the marketplace is changing. A group's marketing
director identifies clientele in a variety of industries and sells the corporation's goods and
activities to such people.
 A brand's ownership: Customers are more inclined to select companies or agencies
which elevate their goods and offerings over those who do not. Marketing initiatives
improve a trademark, image, and value. This approach helps industrial businesses
increase revenues right away (Menelec, 2018).

 Research: Business analysis is mostly responsible for marketing. To showcase the
company's best items and offerings in the industry, analysis is necessary. This involves
specific understanding about items, price, and clients.
 Strategy Formation: The initial advertising task exemplifies the development of
promotional goals and objectives for Sainsbury's. Its administration should determine
who its targeted clients are and satisfy their needs. By developing marketing strategies,
Sainsbury Plc's objectives and industry possibilities are put into alignment.
M2. Significance of Interrelationships between Marketing and Other Functional Units of an
Organisation
A company in the corporate world includes marketing responsibilities. Other subdivisions
and operational departments are consequently connected. The organization's other operational
divisions must complement the marketing plan. The divisions of selling, manufacturing,
administration, and human resource management of Sainsbury's should work together to develop
and implement a marketing plan (Mewoh, Tampi and Mukuan, 2019). The production and
financial divisions should be consulted before Sainsbury's marketing people can offer a buy two
get one free offer on large orders. Marketing is a division and role inside a company that is
dedicated to raising profitability. The main responsibility of marketing is to increase revenues in
order to increase business sustainability. Finance provides cash to marketing for the development
and execution of a marketing plan. Transportation and production work together to achieve item
specifications. HR strategy is influenced by industry trends, income, and consumer
segmentation. In order to develop a successful advertising plan, all company operational areas
collaborate.
D1. The External and Internal Environment in Which the Marketing Function Operates
One of the most well superstore companies in the UK is Sainsbury's, and it uses its
marketing role in a particular way. 20% of the greater than 30000 items in Sainsbury's retail
category bear the Sainsbury's logo. The interior and the exterior both have an impact on
Sainsbury's jobs and duties. The company, its clients, partners, and competitors all make up the
micro or interior economy. Regarding the microenvironment, its objectives consist of giving its
workers satisfying lifestyles, supporting their development, and respecting people properly.
Sainsbury employees like their employment and strive towards its long-term goals. According to

research, Sainsbury concentrates on company engagement and thinks that long-term customer
devotion would
P3. How Different Organisations Apply the Marketing Mix to the Marketing Planning Process to
Achieve Business Objectives
Sainsbury's marketing strategy analyses the identity in view of the 4Ps employing the
marketing mix idea. Some of the various marketing strategies at their fingertips include pricing
and promotional strategy, research and development and advertising (Muller, 2016). According
to Sainsbury's marketing mix, those industrial strategies aid in the success of the company. The
marketing strategy for Sainsbury's is a crucial instrument for attaining its goals.
 Products: Sainsbury's marketing mix approach makes a wide range of goods accessible
to customers. It also focuses on creativity and improved management when producing
innovative products, enhancing old ones, and enhancing processes. Sainsbury's
supermarkets and neighbourhood convenience supermarkets carry and over 30,000 items,
at minimum 20% that are under their own name. Sainsbury's uses recyclable sacks made
from root material and serves its own-label natural vegetables on recyclable platters. The
company also runs a credit facility wherein customers could get all of their basic
monetary needs handled.
 Price: Sainsbury's pricing structure that is based on providing the customer with "the
most for investment," ensures relationship marketing. It follows a pricing approach
focused on competitiveness rather than cost decreases, as opposed to concentrating on
short-term advantages in industry position. Sainsbury's typically receives a higher pricing
whenever it promotes itself as a high-end company and implements a differential pricing
strategy. Sainsbury's essentials and kid's products offer outstanding worth for the budget
because they are quite reasonable and of outstanding standard. The pricing scheme of
Sainsbury's is covered in this area. The business generates more than $25 billion in
revenue annually.
 Place: The Sainsbury's chain includes 700 convenient stores and 500 groceries, some of
them are open 24 hours a day, 7 days a week, and others that are only open until noon on
Saturdays. Shipping to your residence and ordering over the internet or by telephone are
extra offerings. Following the dispute with the carriers in 1970, Sainsbury's made the
decision to subcontract its deliveries to businesses including DHL, NFT, etc.

 Promotion: Sainsbury's employs ATL (above the line) and BTL (below the line)
promotional strategies to draw clients and enhance its reputation. Additionally, as parts of
its sponsoring of the London Paralympics, it uses David Beckham's support as a superstar
in its marketing initiatives (Nguyen, 2018). Through ATL, its business reputation is
disseminated through broadcasters like radios and televisions. BTL promotion uses
techniques including repackaging and databases advertising. The phrase "Live well for
less" is now used in all of the company's promotions. The "Nectar reward card" originally
created by Sainsbury's to boost revenue and foster consumer devotion. For each
transaction a client placed at the store, they may accrue credits. Those credits might well
be redeemed at the moment of the customer's subsequent purchase. Such credentials are
likewise used by Sainsbury to build a customer profile that allows them to target a certain
set of customers with individualised marketing. The company additionally offers a
coupon scheme called "Active Kids" which may be used by particular sporting groups to
purchase sporting gear. To improve company reputation, Sainsbury's regularly performs
ecological and social responsibility tasks.
Tesco Plc is Sainsbury Plc's main rival in the United Kingdom marketplace. With its
headquarters in Chestnut, Britain, it is a worldwide British company that sells groceries and
miscellaneous items. In order to plan their industry, the corporation uses marketing mix tactics as
well. Here is a comparative of Sainsbury's versus Tesco's marketing approaches:
Marketing mix Sainsbury Tesco
Product When the item divisions of Tesco and Sainsbury's were
compared, it was found that companies offer nearly identical
items, have comparable item and services divisions, and are
therefore roughly equivalent in the competing industry. The
difference found has been that Sainsbury's used to have a wider
selection of goods available. The fact that the things were easier
to get at Tesco was yet another difference.
Price Sainsbury charges expensive
costs since it advertises
oneself as a luxury product.
Customers think Sainsbury
Tesco can provide the
identical commodity or
product for less than the other
big stores because to a large

offers a wider selection of
goods than other retailers.
They think that justifies
Sainsbury's higher cost.
selling margins. Tesco has an
edge over its rivals since it is
less expensive than others.
Place As of March 6, 2021, there
were 1,411 Sainsbury's stores
in the Great Britain, along
with 813 convenient stores
(Patil and Khathuria, 2020).
There will be 2,790 Tesco
locations in the UK as of May
16, 2022. 85% of the Tesco
locations in the UK are
located in Britain, which has
2,395 stores.
Promotion Compared to its rivals,
Sainsbury's promotions and
commercials are more
appealing. The business
participates in numerous
corporate social responsibility
activities, commercial
sponsorships, and superstar
collaborations.
Most people knew about
Tesco by word of mouth than
from advertisements. Tesco's
selling crew was judged to be
more consumer-friendly than
Sainsbury's.
M3. Review Strategies and Tactical Approaches Applied by Organisations to Demonstrate How
Business Objectives Can Be Achieved Successfully
Companies of various shapes and capacities employ a variety of strategies, each with its
particular distinct mindset and objectives. The four ps of the marketing mix are used by
prosperous businesses including Sainsbury Plc in their advertising strategy approach to achieve
corporate objectives. Companies like Morrisons of the United Kingdom, a rival of Sainsbury's,
adopt an advertising categorization approach to achieve their goals. The methods that Morrisons
takes to categorize their marketplace are as follows:
 Identifying the group that the firm's goods or activities are intended to appeal to is the
initial stage. This is followed by the creation of additional industry divisions (Prajová and
Božek, 2016).

 Various sections are compared to predefined standards for evaluation. The categorization
method has been implemented.
 Analyses are done on the sectors' appeal.
 It has been determined which industries to approach.
 The repositioning strategy for the company is created and carried out.
 Evaluation and presentation of segments.
D2. Evaluate Strategies and Tactical Approaches to The Marketing Mix to Achieve Overall
Business Objectives
In the United Kingdom, Sainsbury's supermarkets are well-known brands. The company
employs a variety of strategies, including promotion strategy, online branding, traditional
promotion, superstar endorsements, and word-of-mouth promotion. The company must spend a
lot of money in order to implement such promotional techniques. But by including each of those
tactics in its marketing strategy, the business was able to broaden both its clientele and its
geographical coverage.
Tesco Plc claims that traditional advertisement and word-of-mouth are the firm's main
promotional tactic. The billboards and brochures are put up and circulated all through the
neighbourhood. Using digital networking for promotion, the company. It is not as extreme as
some of its competitors, though. To attract a larger population and effectively inform its
consumers regarding its goods, the company should invest a lot of effort and money in online
network marketing (Rodrigues, 2018).
CONCLUSION
The duties and obligations of the corporation, in addition to any outside impacts, are
thoroughly discussed in this study. It is made clear how the marketing department's
responsibilities integrate into the larger corporate hierarchy. This study compares and contrasts
the promotional strategies employed by Sainsbury Plc and Tesco, two independent businesses.
Sainsbury Plc's primary marketing approach is established and maintained, as well as evaluated,
assessed, and enhanced to use some tactics.

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