logo

Principles & Practices of Marketing | Sainsbury

   

Added on  2020-10-22

13 Pages4333 Words182 Views
PRINCIPLES AND PRACTICES OFMARKETING

Table of ContentsINTRODUCTION...........................................................................................................................1Q1. Effectiveness of Sainsbury’s marketing strategies..........................................................1Q2. Digital marketing strategies used by Sainsbury..............................................................5CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONMarketing is critical function of most if businesses. Marketing is a broad process whichincludes all the activities of buying and selling of product or service. It includes everything that acompany does to attract its customers. It involves selling, advertising, research, designing ofproduct, promotion, development and all after sell services to satisfy customers. It is usually aconsumer based function which is done to meet needs and wants of customer. Spending onmarketing is healthful as it is going to benefit company for years to come (Lees-Marshment,2014.). process of marketing gets complete only when exchange takes place. Making videos,contents, application, advertisements and website and selling products online is a type of digitalmarketing. We have covered about effectiveness of marketing strategies and digital marketingstrategies of Sainsbury.Sainsbury is a supermarket chain, founded in 1869 by John James Sainsbury and his wife.It is among the largest supermarket chains in the UK with 15.8% market share according to2017. They have excellent branding and promotional techniques which draw attention of manycustomers. Company has expanded its business by not only selling food and groceries but theyhave entered into clothing, banking and energy as well. Whole business of Sainsbury is dividedinto 3 groups which are supermarket, Banks and Argos. Q1. Effectiveness of Sainsbury’s marketing strategiesSainsbury is among the largest supermarkets in UK. The company currently has 16%market share and reports shows that revenue of company was 23 billion in 2014. Thoughcompany is operating at a huge amount of profits but a decline is being seen in profits andrevenues. But, over past few years’ company is facing downfall in their sales and few years backcompany had generated lowest revenue. Company is seen moving out of track so a check onplans and strategies of marketing is done on regular basis. A marketing audit is conducted tokeep a check, which allows them to find where they lack and what steps are required to improvetheir position in market. Cultures and values defines their business strategy. Their main businessobjective is to provide outstanding food, stylish clothes, necessities like electronic gadgets, homeappliances and merchandise. The market is segmented into different forms.Important areas are market segmentation, positioning, targeting and promotionalmarketing strategy which were analyzed. Division is based on geographical, market,1

demographics and behavior (Tanner and Raymond, 2015.). Segmentation is among the mostimportant elements and division of market is in small segments to reach target customers. Themarket of Sainsbury is divided into segments of geographical and behavioral. Sainsbury includesthose products which can satisfy needs and wants of its customers situated in UK region.Company when seen from behavioral point, is not too large and not very small, it is a mid-tier-brand. The main aim is to conquer customer by selling the best products. Targeting refers to breaking of large market into smaller sections in which focus is onparticular group of people present. It divides the customers with unique and same characteristicstogether. It also shows in what way an organization represents itself in the market. Sainsburyuses behavioral segmentation which helps in reaching the customers based on their attitude andnature (Nowak and et.al., 2015). Positioning is determined by customer himself. Position is animage of product in the eyes of customers. It is the location where brand occupies its space and isdifferent from that of its competitors. Sainsbury keeps prices of its goods and services low sothat it can grab attention of customers by selling low price, differentiated goods.The marketing strategy of Sainsbury is based on factors being flexible which meansevery market is different so needs of customers are also different. People of Japan prefers to buyfood products which come in small packets. Sainsbury saw this and started producing goodswhich are preferred by consumers. They also maintained focus on customer’s wants, which typeof product and services they like and how much price should be tagged.Marketing mix of SainsburyProduct: Sainsbury offers variety of products to its customers. They regularly look forinnovation and development of new products for their brand and tries to improve existingproduct's quality and quantity. Sainsbury works as a supermarket and they also have local storeswhere more than 30,000 products are offered out of which 20% are their own product. They usebiodegradable waste of potatoes to make trays in which they sell their organic fruits. Price: This factor refers providing customers with the best goods and services at minimumprices. Sainsbury tries to keep the prices of their goods as low as possible to attract morecustomers. They use competitive pricing strategy and price cutting policy in which prices ofgoods as low as possible for a short time period. The products for kids are usually low priced andhigh quality, which attracts people.2

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Marketing Fundamentals (PDF)
|10
|3034
|35

Understanding the Business Environment of Sainsbury in the UK Markets
|9
|2615
|64

Marketing Plan for Sainsbury: Objectives, Customer Analysis, Competitors Analysis and Budget
|10
|1502
|178

Introduction to Marketing: Tesco plc Case Study
|8
|1799
|467

Sainsbury positioning strategy for custodial products and services
|17
|4470
|132

Marketing Principles and Practice of Interim
|11
|2163
|361