Marketing Process & Planning for Sainsbury: Functions, Mix, and Analysis

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the
chosen organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1.0 Introduction
Marketing is a process which helps in increasing the consumer awareness. It
is to increase the knowledge of the customers. They should well aware about the
products and services. Marketing Management focuses on the planning, creation of
new ideas and implementation of strategies. This would help in increasing the area
of the business area. This report includes the marketing management of the
Sainsbury company. Sainsbury is one of the largest marketing chains of the UK. It
deals with the groceries, home items, hard wares, financial services, apparels and
many other products. It is well known for its product's quality at the lower prices. With
all these promotional activities, it also considers the corporate social responsibility.
Sainsbury always make strategies and policies after considering its stakeholders.
Stakeholders like employees, customers, dealers, producers and all those who are
related to the company.
2.0 An explanation of the concept/definition of marketing in
the 21st century
Marketing is a process of promoting and communicating about the goods and
services. It is to increase the sales of the products. Sainsbury company has
promoted its products through advertisements in radio, television, media, etc. It has
adopted many new strategies also. Like It has started the process of redeemable
points system and vouchers. Along with these it also gives gift cards, tokens of the
food. These can be used in clubs, restaurants, stores, gaming zones, food zones
etc. It helps the Sainsbury to maintain its customers for the longer period. The
strategy of Sainsbury company has increased its popularity among all age groups.
The company time to time sponsors and endorses its products. The Sainsbury
company has also adopted the latest technology. It started selling its products online
to attract more customers. Sainsbury offers its products at affordable prices in
reasonable time. Otherwise the customers will prefer to buy from the nearby local
shops.
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3.0 Description of the role of marketing function with
examples from the chosen organisation
Marketing function is a process which includes the planning, identifying the
type of customers. Which forming the promotional strategies, transportation, packing
of the products and its labelling. Also the development of products and the pricing of
the product. It includes all the activities which are related to the marketing. These
mixes help the formation of the Sainsbury 's strategies. These strategies help in all
the other departments also. Like in human resource department, production, sales,
manufacturing.
 Promotion- it promotes the products through email, social media, increasing
awareness among the people.
 Pricing- after considering all the cost to reach the final product, the pricing is
done.
 Financing- marketing department helps in raising the funds through equity and
debts. It analyses the sources and requirements.
 Product management- it tries to find the gap between the customers’ needs
and wants. Then plan the product that will satisfy the customers.
 Selling- the selling by the marketing department is done after the personalised
communications with the customers about the product.
4.0 An analysis of how the marketing function works and
interacts with other departments
Marketing function is not only concerned with the selling of the products. But it
studies the customer's behaviour to increase the market coverage. The Sainsbury 's
marketing management examines its market time to time. At the same time, it works
with the other departments. It interacts with them about the new products and
amendments in the current products if needed.
 Marketing department and the finance department-The marketing department
interacts with the finance department to increase the sales of the Sainsbury.
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