Marketing Plan for Sainsbury: Strategies for Capturing the UK Market

This report presents a marketing plan for Sainsbury, a UK-based company that provides food and grocery items. The plan includes the marketing mix, BCG matrix analysis, Ansoff matrix, STP model, and differentiation strategies. The objective is to gain a competitive advantage in the food industry, develop a product portfolio, and capture new market share with mushroom-based products. The report provides recommendations for Sainsbury to increase profitability and customer base.

Marketing plan

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
MARKETING MIX.....................................................................................................................3
MARKETING ANALYSIS BCG...............................................................................................4
MARKETING STRATEGY: ANSOFF MATRIX.....................................................................6
STP MODEL...............................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Sainsbury is the company that provides its products and services in UK and its products are food
items and grocery items. Now Sainsbury is going for capturing its market and is facing issues
with its operations in the market and also within the organisation. There are many issues that are
being faced by it as in product issues, marketing issues, management issues. This report focuses
on the Sainsbury marketing plan that will justify its actions in UK. these marketing strategies are
adopted in UK market. This will help Sainsbury to gain competitive advantage in UK market.
Some of the objectives that are needed to be fulfilled by Sainsbury are as follows:
 Gaining competitive advantage in the food industry.
 Making a product portfolio with the help of Ansoff matrix and BCG matrix.
 Give marketing mix with proper strategies.
 To gain new market share with the sales of mushroom products.
 Development of a marketing plan for Sainsbury for new market capturing.
MAIN BODY
MARKETING MIX
Marketing Mix is a simply a concept that is being used in a business organisation and it is set of
marketing principles and strategies that are used for gaining competitive strengths market along
with various other advantages with the achievement of predetermined goals and objectives.
Sainsbury should use this marketing tool to get clear details of what to produce that is product,
for whom to produce that is customers (Czinkota and et. al. 2021). It guides the company with
the needs and wants of customers, promotional and marketing activities, market place that is
location and other factors of marketing that are necessary. Marketing mix of Sainsbury is
explained as below:
Product: Sainsbury should describe its product that are needed to meet the demands of
customers and these food products are also produced to meet core needs and wants of target
audience. Sainsbury produces grocery items and food products and is now planning to produce
more new products that have mushrooms providing B12 and vitamin D.
Price: Sainsbury should use competition strategy for determination of price of its product in
market. This is used for seeing and valuing a reasonable price in the market accordingly. This

strategy also works in a way that uses prices of all competitive rivals set by determining a
reasonable market price of all products in the market for the customers. It is done in method that
a slight increase and decrease in price range can affect and impact the sales of Sainsbury and also
of its competitive rivals (Deepak and Jeyakumar, 2019). The pricing of these mushroom products
will be reasonable.
Place: Sainsbury sells its product to various supermarkets and to customers by many retail stores
and other departmental stores. It has set up its premises in market and also sells with the help of
online by launching websites, various online and phone applications, catalogues, and many other
in UK markets. Sainsbury also has its own personal website for all selling and trading of its
products on all digital platforms.
Promotion: Sainsbury should use various different promotional marketing techniques and
policies and strategies for gaining more profits from the market. These marketing techniques that
can be used by Sainsbury includes traditional marketing, along with social media marketing,
various advertisements, and many other different promotional strategies for building and
developing strong connects with its customers near and even beyond geographical area.
Sainsbury has three more different Ps that are important for it to its marketing mix and that are
its people, process and physical evidence. People of Sainsbury are its employees, managers,
designers, and many other working staff members and employees of it (Gornostaeva, 2020).
Sainsbury uses multi processes for the production of its food products and they include its
different operating laboratories for production, manufacturing, warehousing, and many other.
Sainsbury keeps physical evidences of all its operations and functions that are performed within
its organisation. These evidence are a proof of all operations that are undertaken for the working
and functioning of its operations. Sainsbury also has its operations of distribution of all its
products to various different distributers around UK.
MARKETING ANALYSIS BCG
BCG MATRIX: This model is the one that helps in marketing management and is used for
increasing sales, profitability ratios and revenues of an organisation. The BCG matrix helps
Sainsbury in increasing in its marketing share as well as in the overall profits and revenues. BCG
matrix application in the organisation by Sainsbury can lead to solving of its issues and also in
increasing its profits (Grewal, 2018). This company that is Sainsbury can introduce very

innovative ideas for its mushroom products with the help of offline and online platforms that will
lead to the growth nd development of all profitability ratios and all. These will also result in
healthy living with the use of mushrooms products in the UK market. Application of BCG matrix
for Sainsbury is mentioned and explained below:
 Cows- These are the products and items that have low growth and cover high sharing of
an organisation in the market. It is necessary for Sainsbury to focus and concentrate with
the increasing of growth of these products. Sainsbury should try to grow and develop
these products along with the increase of the market stability. Sainsbury has very less of
its products as its cows.
 Star products- The star products of an organisation are those ones that possess high
growth and are developed with a high share at the market. These products are mostly
responsible for increase of competitive strength of Sainsbury as well as these food
products also help in increasing and building a strong costumers base with the market
coverage area. Its objective is to gain 5% increase in its star products for more market.
Sainsbury should invest more in these star products for more profits.
 Question mark products- The question mark products are those ones products of
organisation, that are related and involved in the high growth with low market share
with them. It is necessarily important for Sainsbury to concentrate its focus on increased
share of these products, with the main aim to increase the profitability ratios and
revenues for Sainsbury (Hüttner, 2018). Sainsbury should look for all its question marks
products and should divest from these products and should employ all other resources
into the star products for more profitability ratios along with more sales.
 Pet products- The pet products are products and items of an organisation possessing low
share and low growth in the market and they don’t earn that much profits for that
organisation. It is important as well as essential for Sainsbury to increase the efficiency of
these products as well as also needs to focus and emphasize on growth and development
of different strategies for these products. Sainsbury should continue investing in these for
making it as a low profit making business.

MARKETING STRATEGY: ANSOFF MATRIX
Ansoff matrix is the strategic tool for marketing which makes the organisation expansion plan
better with its working and in an effective framework for gaining a high profitability and
productivity level for the organisation (Kim and Moon, 2021). This tool is also used for making
and building better strategies to grow and expand. Sainsbury should include the use of Ansoff
matrix for the issues. This matrix is divided into four parts or segments and that are all explained
below:
Market penetration: This is strategy or a technique that is used for performing better by an
organisation in an industry to gain maximum profits. It can also be described as selling in
existing market or industry of an existing product or service, that will help in expansion and
growing of products in their business for meeting the requirements and needs of customers.
It will be effective for Sainsbury if they fulfil all the needs and wants and requirements of
customers to satisfy them in an efficient manner and will lead to increased profits. Sainsbury
needs to enter a market for its mushrooms based food products in UK through the
departmental stores and all.
Market development: This strategy is profitable for the organisation that wants to tap or join
into a new market for expansion of their customer base and also for profitability level
increased. As Sainsbury is using this strategy it will lead it in growing globally and with the
expansion as an opportunity to have a better sustainability and demand in a competitive
industry. Sainsbury will develop a market and customer base for its mushrooms based food
products.
Product development: This strategy is used by the business when they want to gain more
market share by introducing a new product in an industry (Kotler, and et. al. 2019). As Sainsbury
is stepping to involve mushrooms products in order to increase customer base and also for
achieving maximum profits as now a day’s people are becoming more health conscious and are
involved in switching to organic products so this would result Sainsbury to gain more profits as it
will be a better step for an industry. Many changes and other implementations will be done for
the development of its mushroom products.
Diversification: This strategy is involved in planning for creation of a new business without any
offering in new market and also in attracting customers through their quality of products and

customer base of the product. Sainsbury being a global market in more interested in growing
and increasing its diversification. More diversification will lead to grow more to Sainsbury
and with the help of that it can lead to Sainsbury to sell more of its mushrooms based food
products in the market.
Evaluation: Through the above analysation for Sainsbury and its marketing, the perfect strategy
for Sainsbury would be development of its products with more great quality along with its
reasonable prices will lead to huge customer base which will lead in high productivity level
and will also result in making a huge profit in an organisation.
STP MODEL
STP MODEL is that structural framework that helps and guides in making strong relations with
customers by clear communication between Sainsbury and customers. It involves the process of
three steps or stages that involves connecting with specific customer segment with company
through various processes that will help in saving time and money (Marinchak, Forrest and
Hoanca, 2018). Sainsbury is the company which provides fresh food products to its customers
without wasting time and according to their demand. STP model has steps to connect with its
customers and they are explained below:
Segmentation: first step of STP model is segmentation and it involves creation of various
segments on the basis of company products. The target market will be of high class customers
and middle class customers as the pricing of all food products depends on reasonable and daily
eatables products along with the some high qualified and luxurious food products that are not so
easily available in the market (Shemyatikhina, Shipitsyna, and Usheva, 2020). Sainsbury
company produce various food products and other product ranges in serving of grocery products
and then finds its potential customers and then segments them according to some factors and
these are explained as follows:
Geographic segment: In this segment, target audience is segmented on the basis of country,
state, regions. Sainsbury has its segmented its market in UK and then segment has segmented
accordingly as it has its deals at global market.
Demographic Segmentation: In this segment, customers are divided or segmented on the basis
of gender, age, population and many other. Sainsbury products are grocery food products and are
used by everyone as food is an essential item for living.

Psychographic Segmentation: In this segment, the target audience is divided or segmented
on the basis on potential of customer and it can be lifestyle, hobbies. Food products are
brought by everyone.
Targeting: It is the second stage in STP marketing model which determines the right
segmentation of customers and also involves planning marketing activities according to that
(Park, 2020). In Sainsbury, target strategies are studied on the basis of:
 Size: In this factor, the studies are made on the basis of future growth potential of the
segment. As Sainsbury has its deals at the global market, it looks for the places that are
left out for future market. In Sainsbury the customer size is large and being food
product is a basic necessity product, there is a huge demand by the people who love
mushrooms and mushroom related products.
 Profitability: In this segment, this is looked that what areas can provide profits to the
company or not. Sainsbury provides diverse quantity of food product in market and
these food products are always profitable because of basic necessity and also because it
provides better quality of product that competitors in market. Luxurious food products
won’t provide that profits. More profits that will be provided by the regularly eatable
products because of reasonable products. Reachability: Reachability means customer reaching points with products of customers
from the market. Sainsbury company is largely operating company that have many
different channels of distribution that provides food products to the customer easily
through various stores and all in UK.
Positioning: This last step of model, involves efforting for the retaining of all customers for a
longer time period along with that making them loyal to the firm and permanent by providing
different benefits other than its competitors. Sainsbury provide different benefits to the customer
that attract them. Sainsbury provides the best quality food products with reasonable price that are
easily available to customers in nearest shop and stores.
Differentiation: This step involves difference of products of a particular company with that of its
competitors in the market (Parsons, and Lepkowska-White, 2018). Sainsbury has its food
products different from its competitors in market because of pricing and other benefits it
provides to them. mushroom based food products will help Sainsbury to grow and being it a
different product in the market will lead it to capture more market.

CONCLUSION
From the above report it can be concluded that it is essential and important for Sainsbury to
adopt many marketing strategies to solve its issues. This report includes various growing
marketing strategies like Ansoff matrix. The main four Ps of marketing mix are also discussed
along with the STP model that is segmentation, targeting and positioning as well as
differentiation. This all can result in solving the issues that are being faced by the company that
is Sainsbury.

REFERENCES
Books and Journals
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Changes and Future Perspectives (pp. 287-295). Springer, Cham.
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Shemyatikhina, L., Shipitsyna, K. and Usheva, M., 2020. Marketing management of a nonprofit
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