Introduction to Marketing: Strategies for Success with Sainsbury's

This report discusses marketing strategies for success with Sainsbury's, covering marketing mix, SWOT analysis, Ansoff growth matrix, and digital marketing. It defines marketing and explains how Sainsbury's uses the extended marketing mix. It also discusses how businesses use marketing to remain competitive using SWOT analysis and Ansoff growth matrix. Finally, it explores the use of digital marketing to improve performance and growth.

Introduction to
Marketing

Table of Contents
Introduction......................................................................................................................................3
Main body .......................................................................................................................................3
Defining marketing ....................................................................................................................3
Extended Marketing Mix along with example............................................................................3
Discussing how business use marketing to remain competitive using SWOT analysis.............4
Ansoff growth matrix..................................................................................................................5
Discussing use of digital marketing to improve performance and growth.................................6
Conclusion ......................................................................................................................................6
References........................................................................................................................................6

Introduction
Marketing is defined as the process of promoting goods and services of an organisation of
the purpose of maximising customer base. An organisation adopts various marketing strategies in
order to increase their revenues and overall expansion and growth. The purpose of this report is
to develop an understanding of marketing mix and other strategies that are formulated to enhance
success in context of an organisation. The chosen company for this purpose is Sainsbury's, which
is one of the leading supermarket operating worldwide. The organisation was founded in 1869
and is headquartered in London, United kingdom owning approximately 600 supermarkets and
800 convenience stores indicating established brand image and high market presence. This report
discuss various models and theories which assist constructive formulation of strategies in order
to accomplish organisational goals.
Main body
Defining marketing
Marketing refers to the techniques and approaches adopted by an organisation which
helps in enhancing customer engagement through increasing brand awareness. It is the process
through which an organisation promotes their products which helps in sales maximisation and
high profitability margins such as personal selling techniques, advertising, discounting policies,
commercials etc. In context to Sainsbury's, there are various marketing methods used by the
company through which it attempts to grab attention of audience towards their goods and
services.
Extended Marketing Mix along with example
It is a set of marketing tool which a company uses to follow marketing goals in the target
market. It is important for an organisation's short and long term approaches for making sales
which increases profitability and brand image that customer engage. It is the mixture of seven
elements that aim to work together to attain the principles of marketing strategy(De Villiers and
Tipgomut, 2018). It is the pillars points of an organisation that what it needs and where it can
improve so that it can gain its market share and profitability with optimum utilisation of
resources.

Product: Sainsbury's has its wide range of products for its customers under product
strategy of marketing mix. It focus on quality and innovation as it looks after enhancing existing
and developing new range of products.
Price: It is based on the product for which a company charge price and maintain product
and services quality. Sainsbury's uses price discrimination policy as it position itself in high end
market and positioning the product which usually obtaining premium price.
Place: Sainsbury's operates some of its store 24*7 and has more than 600 supermarkets
and 500 convenience stores. Customers can buys its products through online and it offers home
delivery services which helps the company in profitability and increase market share.
Promotion: Sainsbury's uses different promotional strategies such as television, sales
promotion, innovative packaging etc. It uses promotional campaigns like rewards on purchases,
discount offers etc. which helps company to increase sales and build brand loyalty.
Process: Sainsbury's delivers the products to its customers in professional packaging to
attract customers and increase sales (Donthu and et.al, 2021). It make it convenient for customers
to shop as they provide online shopping facilities with just click and collect.
People: Sainsbury's always gives first preference to its customers and to fulfil their needs
and wants it provide expert and trained employees. A company has good mix of professionals
and trained employees and for wide range of skills they provides training programmes.
Physical evidence: it provide good quality products and services to its customers by store
design and layouts. Impressive shelves and good quality of basket and trolleys which makes
shopping convenient for customers.
Discussing how business use marketing to remain competitive using SWOT analysis
To understand company's competitors and its plans it develop a great marketing strategy.
It helps the executive to better understand their business and identify its growth area. SWOT
analysis consist two factors that is internal and external factors (Hossain and et.al, 2020). It
stands for strength, weakness, opportunities and threats. Strength and weakness are internal
factors whereas opportunities and threats are external factors.
The three strengths that Sainsbury's possess are discussed in detail below:-
 Great customer feedback: A company attracts more customers by selling good quality
products and services in the market. It holds them by offering goods at lower price which
result in high customer satisfaction.

 Innovative promotion strategies: Sainsbury's uses innovative marketing strategies to
increase its market share and brand image among its customers. It uses by offering
discounts, after sales services, lucky draw gift hampers etc. which builds brand loyalty
and customer satisfaction.
 Provide variety of products: Sainsbury's provide variety of products under one roof which
builds customer satisfaction. It sells upper class segment products and economy segment
products so that it increases its profitability and build brand image in the market.
Customers have option to select from wide range of products. (Metzler and Coffey, 2018)
Two opportunities that can help Sainsbury's in creating new market opportunities:-
 Growth in villages: It provide opportunities for retailers to expand in new market.
villagers also use branded products and have categorised branded products as must haves.
It helps the company to increases the market share, profitability and build customer
satisfaction by optimum utilisation of resources.
 Latest trends: Sainsbury's has successfully growing a large network in the UK Which
observes an opportunity to develop new income and profit and also expand in new
country with product variant.
Ansoff growth matrix
It is a tool used by company to analyse and plan their strategies for growth and helps
marketers to increase its sales and revenue by identifying opportunities. It helps to understand
how company can grow and frame strategies to gain more growth in the market effectively and
efficiently.
How Ansoff’s matrix is used by company to analyse their strategies of growth
There are four strategies of Ansoff matrix which is used by high authority of company as
it helps to increase company's profitability, launch of new product in the market efficiently.
These strategies are discussed in detail as given below:
Market Penetration: It uses existing product in the existing market to expand its market
share and profitability the company by finding new customers in the existing market (Savas-Hall,
Koku and Mangleburg, 2020). It can be done by reducing order processing time, change in
opening hour of store etc. which help the organisation to increase its sales.
Market Development: The company explores in new market with existing products to
increase profitability and expand into new geographical area (Szabo and Webster, 2021). It

helps to increase its sale in new market by making slight change in the product like innovative
packaging.
Product Development: It develop new offerings in the existing market to increases sale
by developing innovative products to fulfil the demand of market and have strong knowledge of
its current market.
Diversification: It develops new offerings in the new market to maximise return to
increase market share and revenue. It may offer greatest potential as investing in different areas
by innovative products at low price in comparison to its competitors.
By analysing the above growth strategies, diversification is best suitable for Sainsbury as
it started with grocery store initially and later started own clothing. It also diversifies itself in
providing insurance, financial market etc. which helps to increase its market share with new
product in the market. For adopting this strategy company needs to identify consumer needs and
market. It is the riskiest Ansoff matrix strategies in terms of growing an organisation.
Discussing use of digital marketing to improve performance and growth
In recent years, the scope of digital marketing has intensified in enhancing growth and
overall expansion of companies. In context of Sainsbury's, the company make effective use of
digital marketing which helps in maximisation of profits and directs the organisation towards its
aims and objectives. The application of digital marketing in company's operations are discussed
below:
 Online shopping: The use of digital marketing is widespread in promoting online
marketplace and induce customer base. Methods of digital marketing helps in enhancing
interaction of the company with its customers. Through search engine optimisation and
frequent searches conducted by consumers, the company can develop understanding
about preferences and choices of consumers.
 Digital payments: The scope of digital marketing includes promoting products through
online platforms. It induce customers to pay online in order to avail services and goods of
the company. The growing use of digital platforms has made the concept of making
payments through online applications very relevant and significant. It helps companies in
ensuring customer credibility and promotes quick and speedy payments.

 Display of information: Through methods of digital marketing, the company ensures the
display of relevant information regarding its goods and services. The readily available
information available on company's websites helps in increasing awareness of audience.
 Increasing awareness of new innovations: The organisation make effective use of social
media platforms like Instagram, Facebook and YouTube which helps in grabbing
attention of consumers. This assist the company in enhancing brand image and improving
overall growth and development.
Conclusion
From the above report, it has been concluded that marketing is a set of various activities
which is performed in order to promote brand image of a company and induce sales. To analyse
and construct effective marketing strategies, the evaluation of marketing mix, Ansoff growth
matrix and swot analysis is performed which helps the company in determining constructive
marketing strategies.
References
De Villiers, R. and Tipgomut, P., 2018. Reviewing the marketing theory adoption journey for
studies using QCA as a methodological approach: insights, gaps and agenda for future
research. Australasian Marketing Journal (AMJ), 26(4). pp.317-337.
Donthu, N. and et.al, 2021. A bibliometric retrospection of marketing from the lens of
psychology: Insights from Psychology & Marketing. Psychology & Marketing, 38(5).
pp.834-865.
Hossain, T. M. T. and et.al, 2020. Reconceptualizing integration quality dynamics for
omnichannel marketing. Industrial Marketing Management, 87, pp.225-241.
Metzler, M. and Coffey, P. S., 2018. Using consumer data to inform marketing strategies for
chlorhexidine for umbilical cord care programming in Kenya and Nigeria. Social
Marketing Quarterly, 24(4). pp.235-248.
Savas-Hall, S., Koku, P. S. and Mangleburg, T., 2020. Consumers’ perception of service
newness and its marketing implications. Services Marketing Quarterly, 41(1). pp.35-48.
Szabo, S. and Webster, J., 2021. Perceived greenwashing: the effects of green marketing on
environmental and product perceptions. Journal of Business Ethics, 171(4). pp.719-739.