Marketing Strategies for Sainsbury: Improving Growth and Market Share

This report discusses the marketing strategies used by Sainsbury to improve growth and market share. It covers the current situation of the organisation, marketing plan, and the use of the marketing mix (7ps) to achieve objectives.

Principles of
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Summarise the organisations current situation.......................................................................1
Marketing plan........................................................................................................................1
Discuss how the Marketing mix (7ps) can be used to help the organisation in question
improve growth and market share..........................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES ...............................................................................................................................6

INTRODUCTION
Marketing refers to the method of promoting goods and services of a business concern to
attract the customers(Chernev, 2020). This helps an organisation in disseminating the
information about the product or services of a company through the high quality messaging and
content which assist in building brand loyalty and increase sale with customers base. It captures
the attention of the target audience to purchase the offerings of a company and make effective
decision in choosing the products. In this report, Sainsbury is taken into consideration which is a
largest retailer of groceries and supermarket chain with headquartered in London, UK. The report
will cover the situation of an organisation and states the strategies of developing market plan. In
addition to this, it will explain the marketing mix and how it will help an organisation to improve
the market share.
MAIN BODY
Summarise the organisations current situation
The market share of the Sainsbury with Tesco represent the 43.5 percent as of January
2022. Therefore, Sainsbury has provided financial highlights with strong performance in
operating its business activities with groceries sale 7.8%, general merchandise sales upto 8.3%
and other are 102% up to the end of march 2021(Sumarwan, 2019). Further, it has strong retail
free cash flow with significant working capital inflow more than offsetting lowering profits. In
addition to this, it has explained the strategic highlights through improving the values of the food
products and lower the prices so that every customers can buy the products of an organisation. It
has improved the relationship with the suppliers so that the innovative products can be brought in
order to fulfil the demand of the customers. The groceries market of Sainsbury has been
increased up to 17 percent in 2020-2021 because people prefers online buying then to go out
after Covid 19 pandemic and also improved the profit of a company. It improved the availability
of the products by making good relationship with the suppliers and also has provided support
during the pandemic. An organisation also supported to the employees of a business concern in
order to provide security so that they can be protected from being contacted to such virus.
Marketing plan
Executive summary:
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Marketing plan is a detailed document which help in understanding the target market
objectives of marketing, methods and activities to achieve or implement these strategies. The
main purpose of marketing plan is to explain the strategies of marketing in order to get the
audience and achieving business objectives. The strategies may include the mission of the
business where the company want to be in future and the way to get the objectives. It also
includes the situation analysis, target market, perspectives of the buyers, objectives of the
marketing, strategies of pricing , distribution, promotion and budgeting.
Mission statement:
Sainsbury mission is to provide good quality products to the customers by satisfying their
needs and provide their best services which encourage the customers to opt for its products and
also provide financial return to the stakeholders. This help the company in growing its market
share and provides advantage of gaining the competition.
Situation analysis:
Strengths Weaknesses
It is the largest supermarket chain in UK and
good market presence across the world. It
considers all types of persons and provide
products as per their needs. It has good
innovative strategies which help the company
to increase its market share.
The company has lower margin so the
products, it provides to the customers are
costly which may enforce the buyer switch for
another brand or company's products. So these
rising prices of the products get reduce the sale
of an organisation.
Opportunities Threats
The company has opportunities to open its
store to the sub urban location which help in
increasing the market share that leads to
profitability.
There are many competitors of Sainsbury such
as Tesco, mark and Spencer and so on which
provide tough competition to the company.
Target market:
Sainsbury's targeted audience prevails between the age group of 25 to 64 which is divided
in such ways female 25-34 age group, male 45 to 54 age group and both 35 to 44 age group. It
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also considers the income segment of the people(Sainsbury, 2018). This help the company in
bringing the products according to the needs of the customers.
Perspective of buyers:
The buyer's perspective can be understood through listening their needs and allow them
to ask questions regarding the products. The company can get to know the opinion of the
products by making surveys and interviews which may provide the information about the likes
and dislikes of the offerings of a company.
Marketing objectives:
With reference to Sainsbury, the marketing objective involves that it will improve the
quality of its products to make the customers happy and satisfied. It will also provide the
innovative products with good packaging to attract the base of customers. This assist the
company in enhancing the reputation and make value for its brand.
Pricing strategies
This is an strategy which is used by Sainsbury in fixing the prices of the products by
considering the consumption factor, market condition and ability of the customers with demand
and supply. This enables business concern to fix the prices for the offerings and also get to know
the regular need for their products.
Discuss how the Marketing mix (7ps) can be used to help the organisation in question improve
growth and market share.
Marketing mix is the strategies or method which is used by an organisation in order to
find out the potentials customers which result in increasing market share and revenue
generation(Kotler and et. al., 2019). This helps a business concern to target the specific market
and provide them good quality products which enables the company to build their brand image.
In context to Sainsbury, the marketing strategies of the business are depicted as under:
Product: Salisbury has wide variety of offerings which includes more than 30000
products and mainly focus on the quality and innovative products to enhance the range in market.
The products includes food and vegetable, meat, chilled, dairy products bakery products, bear
wine spirits, health and beauty household and so on.
Price: In context to Sainsbury, the pricing strategy is based on providing the quality
products to the customer which are value for money and ensure their retention. It offers different
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prices for different set of products and tries to maintain quality and services(Ndofirepi,
Farinloye and Mogaji,2020). Therefore, it uses price discriminating strategy for its products.
Place : Sainsbury has more then 500 supermarkets and 700 convenience stores in UK
that are operated 24*7 where the customers can easily purchase the required products. The
supermarket also have kiosk, self service, check out and many counter products. It also provide
opportunities to the customer o0f inline buying and provide home delivery of products with good
packaging.
Promotion: In context to Sainsbury, it uses above the line and below the line promotional
strategies to get the attention of the customers and build its brand name. Apart from this it uses
different sources of making promotion such as social media marketing, email marketing or on its
website to expand the market.
People: With reference to Sainsbury, it has well trained employees and professional who
are totally aware with the behaviour of the customers. But when new employees are hired by
company then training and development programme are organised to enhance their skills. This
help in boosting the confidence level of the employees and encourage them to retain in an
organisation.
Process: In context to Sainsbury, it handle the shopping for the customers whether its
online or offline and also provide discounts ion their offerings so that it can get the loyal
customers. It also introduces the new format to satisfy the needs of the customers and make them
loyal.
Physical evidence: In relation to Sainsbury, it has good physical evidence in form of
designs and stores which help in satisfying the wants of the people(Faria and Ferreira, 2021)
(Dawes, Graham and Trinh, 2020). And provide them convenience for shopping.
CONCLUSION
From the above discussion, it has been concludes that marketing strategies help an
organisation to achieve its objectives in a predefined manner. The report has explained that the
current situation of Sainsbury which has furnished the information about the sales and profit
margin which company has gained after the pandemic. Further, it has explained the marketing
plan with mission statement which assist a business concern in getting its objectives. Marketing
strategies help the company in knowing the target market and the perspective of the customers
which enables it bring the products accordingly. The marketing objectives of a company can be
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achieved easily and provide assistance in deciding the price and distribution strategies. Apart
form their the report has discussed the marketing mix to explain the strategies of bring the
product6s in the market. Thus, these strategies help the company in growing the market share
and increase the sales and profitability.
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REFERENCES
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan.
PT Penerbit IPB Press.
Sainsbury, M., 2018. The Power of Visual Appeal: Designs Law and Clean Energy.
In Intellectual Property and Clean Energy (pp. 323-340). Springer, Singapore.
Kotler and et. al., 2019. Marketing Management: 4th European Edition. Pearson UK.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in
Africa (pp. 241-262). Routledge.
Faria, S. and Ferreira, P., 2021. From the 4 PS to 5 PS: prompt, a new element for the Marketing
mix: a specific analysis of the coffee market: the Portuguese market. In Eurasian
Business Perspectives (pp. 307-320). Springer, Cham.
Dawes, J.G., Graham, C. and Trinh, G., 2020. The long-term erosion of repeat-purchase
loyalty. European Journal of Marketing.
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