Marketing Management for Sainsbury: Revamping Credit Card Service

Marketing Management

EXECUTIVE SUMMERY
Marketing is found as the important function of an organisation as it influence the
customers to buy their product and services. Sainsbury plc is chosen for this report. It include the
environmental factors which effect the business operations. Along with this, it also cover the
facts which leads to the creation of reputation and brand image in the market. In this report,
Sainsbury has selected Credit card for the purpose of performing some revamping.

Table of Contents
Table of Contents
EXECUTIVE SUMMERY..............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Description of Organisation and selected product......................................................................1
Competitive organisational environment....................................................................................2
Marketing Mix of Sainsbury.......................................................................................................5
Improving the branding and enhancing the image and reputation of the product or service......7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In the modern businesses, marketing is consider as a major tool as it include the process
of understanding the marketplace, building relationship, demand of customer, customer effective
strategies and many more. Marketing management refers to the art or science of selecting the
target market and growing the business by creating, delivering and communicating superior
customer value. In simple words, it can be defined as the process of decision making, planning
and controlling the marketing aspects of a company in the terms of marketing concepts within
the marketing system. The organisation chosen for this report is Sainsbury plc. It is the chain of
supermarkets in the United Kingdom. This report covers a brief description of Sainsbury along
with the description of the product which is selected for revamping, competitive organisational
environment factors. In addition to this, it also include 4Ps of marketing mix and the methods of
improving the brand image of the product and company.
MAIN BODY
Description of Organisation and selected product
Establishment and products of Sainsbury:
Sainsbury is found as the second largest chain of supermarkets in the United Kingdom
having almost 16% share of the supermarket share. It was founded by John James Sainsbury in
1869. This company was started with a shop in Drury Lane, London and in 1922, it becomes one
of the largest retailer of groceries. Tesco wanted to become the market leader. Hence, they
overtook the Sainsbury. From a report it has been found that the Sainsbury is performing
business operations at more than 600 stores in United Kingdom and dealing with almost 23000
products in which almost 40% of products carry its own brand. This company is operating by the
two segments which include Retail and Financial services (Hüttner, M., 2018). The retail
segment deal with the operations of supermarkets and benefits. The segment of financial services
segment involve the operations of Sainsbury's Bank plc. Argos, Tu, Sainsbury's groceries,
Sainsbury's Bank and habitat. Majorly, they are dealing with the local tailored products or
services within the food, clothing, general merchandise and beauty industry. They are selling
groceries by making several categories such as meat and fish, household, baby, pet, health and
beauty, frozen, food cupboard, bakery, dairy, chilled, fruits and veg, dairy and many more.
Vision of Organisation:
1