Marketing Process and Planning at Sainsbury’s

Marketing Process and
Planning at Sainsbury’s

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation of concept of marketing and marketing operation including different areas and
role of marketing..........................................................................................................................1
P2. Explanation of ways in which marketing functions in wider organisation context..............2
M1. Analysation of role of marketing in context of marketing environment..............................3
M2. Analysation of significance of interrelationship between marketing and other functional
unit of organisation......................................................................................................................3
D1 Critical analysation of external and internal environment in which marketing operate........4
TASK 2............................................................................................................................................4
P3. Comparison of ways in which different organisation can apply marketing mix to the
process of marketing for attainment of business objectives........................................................4
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully.......................................................................6
D2. Evaluation of strategies to marketing mix in attain overall business...................................7
P4. Development of marketing plan that consist key elements of marketing planning for
organisation to attain marketing objectives.................................................................................7
M4. Production of detailed marketing plan that integrates extended marketing mix for
attainment of marketing objectives............................................................................................11
D3. Production of strategic marketing plan for organisation that measure attainment of
marketing objectives..................................................................................................................12
P5. Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.....12
M5. Devise an integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication...........................................................................................13
D4. Provide a justified integrated multimedia plan based on quantitative and qualitative
criteria........................................................................................................................................14
CONCLUSION..............................................................................................................................15

INTRODUCTION
Marketing refers to a process for exploration, delivering and creating values in order to meet
needs of target market in context of goods and service. It is one of important activity which is
increasingly used by firm in order to success (Abdullaev and Nabieva, 2021). Success of an
organisation is depended on marketing efforts of firm as it allows to develop values of products
in minds of consumer. This project report discusses about Sainsbury which is a UK based
multinational organisation. This organisation has its supermarket chain in UK in around 1428
locations. This organisation is planning to increase its revenue and stores in upcoming years.
This project report includes discussion marketing and its activities. It also consists understanding
of different components of marketing.
MAIN BODY
TASK 1
P1. Explanation of concept of marketing and marketing operation including different areas and
role of marketing
Marketing can be described as process for exploration, delivering and creating values in
order to meet needs of target market in context of goods and service. It consists identification of
target audience, selection of basic attributes that focus on advertising, operation of advertising
campaign (Barotova, 2018). It can be described as action taken by a company in order to attract
audience to products of company by sharing of message of high quality.
Marketing operation can be described as process of getting interest of people in product
and service of company. It can be based on market research, understanding of interest of
customers, analysis. It is based on different aspects of business including sales, advertising,
distribution method, product development and other things. Marketing operation of a firm is
completely depended on things on which consumer spend time.
Value of marketing has been more increased in the 21st century as it helps business for
purpose of developing distinct image of company which allow managers of Sainsbury to
compete in the marketplace. It is important for business as on basis of it, a business can create
awareness in minds of customers. It allows them for purpose of increasing brand awareness in
the marketplace and also helps business to understand the requirement of customers. It also
implements these requirement of consumers in their offering.
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Role of marketing:
Marketing plays important role in business of Sainsbury that allow them to improve
profitability and sales of company. It allows them to create influence over consumers for
products and service of company (Bran-Piedrahita, Valencia-Arias and Palacios-Moya, 2020). It
is a process that allow a person to plan and execute conception, promotion goods and service,
creating exchange, distribution of products and service in order to attain goals and objectives of
firm. Some of role of marketing in Sainsbury is mentioned below:
Identify and Meet needs and wants of consumer: Marketing is one of activity which
helps business to identify needs of consumer, allow them to adopt various marketing strategies. It
also creates influence over wants of consumer and making efforts in order to produce products
that best suited to their needs and wants. In order to understand needs and wants of consumer,
marketing activity helps business to carry out various research.
Allow survival, growth and reputation of organisation: Marketing is an essential activity for
purpose of survival of business. It allows business to attract number of customers towards their
business that allow them to attain goals and objectives of business (Fu, Phillips and Phillips,
2018). It is essential for business in order to satisfy needs of business that allow them to fulfil
expectation of customers. It also provides growth to business and also build strong reputation in
minds of customers.
Marketing research: Marketing also helps business to carry out marketing research as it
allows them to understand needs and requirement of business. It also helps Sainsbury to
understand trends of market and allow them to adopt it in business. On basis of it, business can
understand problem faced by consumer and also helps them to make improvement in their
products and service.
Improve brand value: The marketing function is one of the important functions which
play important role for purpose of improving brand value in minds of customers. On basis of it,
business managers of Sainsbury are able to develop distinct positioning of business which allows
them to improve the brand value of the company.
Developing customer relationship: It is also one of the important components which
allow business managers of Sainsbury to develop a good relationship with customers. It allows
the company to interact with customers and also understand their needs and requirement.
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