Marketing Plan for Revamping Health and Hygiene Products of Sainsbury's PLC

Marketing Plan for
Revamping a Product
or Service

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Brief Description about Sainsbury’s PLC and background information of the product or
service chosen for revamping purpose...................................................................................1
Examining the current Marketing Mix or 4Ps and SWOT for analysing strengths and
identifying areas for improvement.........................................................................................1
Recommendations for improving the Marketing Mix or 4Ps.................................................4
Analysis of Digital marketing strategies that an organisation can use to improve its marketing
activities..................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The marketing plan is considered as the strategy directed towards achieving the competitive
position in the market. The marketing plan includes the marketing strategies which support the
organisation in making overall game-plan for accomplishing long term goals and objectives. In
addition to this, the effective marketing plan helps the company in enhancing their customer base
as well as achieving sustainable competitive advantage in market. For this report Sainsbury
Company is taken into consideration. The company is known as the second largest supermarket
chain in UK. The company was founded by John James Sainsbury in 1869. The report will
describe about the company as well as also explain about its specific product line in detail. In
addition to this, the report will discuss the current marketing mix strategy of the company and
will also analyse the strengths as well as opportunities available for the company. Moreover, the
firm will also highlight the improvement plan for marketing mix of the company. The report will
also evaluate the various digital marketing platforms and their importance for the success of the
company’s marketing goal.
MAIN BODY
Brief Description about Sainsbury’s PLC and background information of the product or service
chosen for revamping purpose
Description about Sainsbury’s PLC
The company is among the largest brand of supermarket chain in the UK market and has taken
first place as the largest food retailer brand in the country. The company runs its operations in
about 600 supermarkets as well as in 815 convenience stores across the UK country. In addition
to this, the company also operates through its online website as well as also undertakes its
marketing operation from the social media platforms. Along the grocery items, the company also
deals in clothing products, cookware and home-ware products as well as also trades in customer
electronic items. In addition to this, the company also provides to its customer the wide range of
health and hygiene products. Moreover, the company also offer the banking as well as insurance
services through opening Sainsbury bank in UK which provide its services roughly to the 1.8
million customers. The company faces stiff competition in the market as there are critical players
in supermarket chain such as TESCO, Asda as well as Mark Spencer. The organisation holds
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around 16.0% market share in the UK market which is the second largest after the TESCO
organisation who holds higher market share than the company. Moreover, the company deals in
various brands such as Argos, Habitat, Nectar as well as TU in their supermarket department.
The company is committed to deliver the high quality products as well as services with the
excellent value for money.
Background information of the product or service chosen for revamping purpose
The product line chosen for revamping motive is Health and Hygiene products of the
company. The health as well as hygiene product line of the firm covers wide range of
cleaning products for maintaining hygiene level. The extensive product line of the
organisation includes all purpose cleaners, Bleach and disinfectant, toilet cleaners and
fresheners and bathroom cleaning products. Along with this, the health and hygiene
product of the firm also covers Kitchen and over cleaners, disposable cleaning wipes,
floor as well as carpet cleaners, specialist cleaners and bin bags. Furthermore, the other
products which fall in the health and hygiene category are Rubber, gloves, clothes and
sponges. In relation to this, the company also provide Brushes, mops as well as lint
rollers (Stead and Hastings,, 2018)
Examining the current Marketing Mix or 4Ps and SWOT for analysing strengths and identifying
areas for improvement
Current Marketing Mix or 4Ps of Sainsbury’s for Daily Health and Hygiene products
Marketing mix is an effective tool that is used by the organisations to create effective and
efficient marketing strategies by focusing on the key elements; product, price, place and
promotion, which are the most important aspects for marketing activities within the business.
The 4Ps of marketing are identified under the marketing mix that includes enhancing the product,
price, place and promotion activities for creating best results of the marketing activities. The four
pieces of marketing basically include such tools and set up actions that are ideally used by the
companies to promote and sell their products or services within the market (Chin and et. al.,
2021). The marketing mix of 4Ps marketing that was used by sensory for its daily health and
hygiene products is given below.
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