Marketing Process and Planning at Sainsbury’s

This report discusses about Sainsbury which is a UK based multinational organisation. It includes discussion marketing and its activities. It also consists understanding of different components of marketing.

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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P2. Explanation of ways in which marketing functions in wider organisation context
Marketing department is one of important department in business that consist various
operation in business including promotion of business products, understanding needs of
consumer, attracting consumer. This function is interlinked with other function of business in
different manner. Interrelation of different department in organisation with marketing department
is mentioned below:
Marketing and finance: Finance and marketing function are interlinked which helps business
for attainment of goals and objectives. Finance function is one which allow business to access to
variety of funds. There is different source of finance which allow business to access to funds like
bank loan, angel investor, crowd funding and other source. This function helps business to
allocate funds to business over different activities (George, 2021). It is also important for
business to develop budget that allow business them to utilise funds in effective manner.
Marketing can be described as function which helps to promote products and service in market in
effective manner. In order to carry out promotion activities in market, business needs to access
funds from finance. It also allows them to control cost over firm by carry out activities within
marketing budget.
Marketing and Human resource: Human resource is one of important department for an
organisation. It provides skilled and knowledgeable employees to organisation who are
committed with their work. It is important for business as without human resource, any operation
in business is not possible. Marketing department also require human resource in order to carry
out its operation. In order to have employees in organisation on timely basis, marketing
department is depended on human resource department. Payment of these employees are also
selected by human resource department.
Marketing and production: Production department in one of department that is responsible for
purpose of production of products and service. In order to carry out production activity, business
needs to understand requirement of customers and for this, production department is depended
on marketing department of company (Gunawardane, 2020). It allows them for purpose of
understanding of problem faced by customers and also change in their needs. On basis of it,
production department development products in business. In order to sale products produced by
production department, this department is depended on marketing as marketing helps to increase
demand of product in market and allow firm to sell maximum units.
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M1. Analysation of role of marketing in context of marketing environment
Marketing is an activity that aims to deliver standalone values for consumers, prospects
from content as well as long term goals by reflecting values of products, increasing sales and
also strengthening loyalty of brand. It allows business to carry out research in market and also
helps business to determine type of market and which type of tool suited to business for purpose
of building a brand. It helps in promotion of business products, understanding needs of
consumer, attracting consumer. It allows firm to carry out research in market and adopt changes
in business according to change in environment.
M2. Analysation of significance of interrelationship between marketing and other functional unit
of organisation
Function of this department in interlinked with other department of business as common goals of
all department of business is same (Handoyo, Nurdyansyah and Haryanto, 2020). Due to this,
focus on different department of business is one attainment of goals and objectives of
organisation in effective manner. This interlinked among different department is important as it
allow business to allow goals and objectives of business. For instance, marketing function is
depended on finance for access funds for carry out promotional activities. Finance function
depend on marketing function to gather data of customers. Marketing department of huma
resource function to hire skilled and talented employees.
D1 Critical analysation of external and internal environment in which marketing operate
Internal environment of firm which are present inside firm and firm has proper control over
these factors. It allows firm to understand problem inside company and make timely solution in
order to avoid serious impact over business. External environment helps business to understand
change in demand, trends, technology in business and also business adopt these changes in order
to updated that allow firm to increase profit.
TASK 2
P3. Comparison of ways in which different organisation can apply marketing mix to the process
of marketing for attainment of business objectives
Sainsbury is one of learning retailing company in all over worlds that provide different retail
supermarket services. Marketing mix can be defined as action as well as tactics which can be
used by organisation for purpose of promotion of products and service in order to attract number
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of customers (Matušínská and Stoklasa, 2019). It consists price, place, promotion, product and
also extend its range by including people, process as well as physical evidence. Application of
marketing mix in Sainsbury as well as Tesco is mentioned below:
Marketing
Mix
Sainsbury Tesco
Product Sainsbury is a international organisation
that offer variety of food products to its
customers. They provide ready to eat meal,
organic food products bakery products and
other things (Opresnik, 2018). Instead of
these, this organisation also providing home
collection products, kitchen products,
furnishing and financial services to its
customers. Moreover, it is also focusing on
providing good quality of products to
customers in order to improve their
satisfaction. It is also adopting innovation
in organisation that will improve loyalty of
customers for their brand.
TESCO is one of organisation that
offer range of products to its
customers. This organisation
provides electronics, food products,
stationery, clothing and other things.
These products offered by business
under their brand name like Tesco
values, F&F, Tesco lotus and others.
All these products offered by firm
focusing on improving satisfaction
of customers by improving quality of
products and service.
Price Pricing strategy of Sainsbury is based on
vale of money which allow firm to attract
numbers of customers and also to retain
them in firm. This firm is adopting
competitive pricing policy in place of lower
cost pricing policy (What is a marketing
strategy? 2021).
Tesco is adopting cost leadership
pricing strategy in which firm is
focusing on reducing cost and also
offer price at lower price that helps
them to increase number of
customers in business and also helps
them for purpose of providing
products without compromising
quality of products.
Place Sainsbury has a large organisation as it has
number of supermarket and convenience
stores in all over world that provide various
Tesco is also a organisation adopt
both online as well as offline mode
for purpose of business. This
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services to customers. This organisation
also provides its products at online platform
or through home delivery in order to
increase reach of products (Thakur, Hale
and AlSaleh, 2020). This organisation has
around 13 distribution centres as well as 2
national distribution centres.
organisation has around 7000 stores
in all over world that is under name
like Tesco express, Tesco Compact,
Tesco extra and others. Tesco Direct
is its online channel that is used by
firm in order to increase reach of
their products and service.
Promotion It is one of organisation that is using
various promotional strategies in order to
gain attention of customers. It is using
advertisement, broadcast media like
television, radios. It is also using digital
marketing tools for purpose of promotion of
its products and service. These sources
include data base marketing, social media
marketing, promotional campaign and
others.
Tesco is an organisation that isu
using different medium for purpose
of promotion of its products
including newspaper, television as
well as other social media platform
in order to create influence among
customers. Although, it is one of
largest organisation btw till it is
spend more on traditional method of
advertisements.
People People are those people who are
contributing for purpose of success of
company. There are around 180000
employees working this organisation for
purpose of growth and success of company.
These employees are committed with goals
and objectives of company (Uğur, 2020).
Tesco has around 420000 employees
work in their organisation for growth
of company. This organisation is
also spending more on training and
development of employees that will
improve efficiency of work of
employees.
Process Sainsbury is an organisation that is
adopting convenient process for customers
that make it easier for them to purchase
products and service of company. In order
to purchase products at online, customer
just needs to click and they can collect
products of firm.
Process adopted by Tesco is to
improve performance of company
and also for attainment of goals. This
organisation has developed
standardised process which allow
them to complete task online and
also to provide timely delivery to
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clients.
Physical
evidence
Sainsbury provide physical evidence of
their service through their excellent service
designs. They are also providing trolly,
shopping bags and baskets in order to
provide physical evidence of shopping
experience.
Tesco is one of organisation that is
providing physical evidence through
their physical stores, products,
furniture, interiors of stores and
other things.
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully
It is important for the Sainsbury's to develop effective and precise strategies which are
helpful in achievement of set targets. The key goals and objectives of the company can be
achieved with the help of following strategies:
 Strategic management- The strategic management is considered as key approach which
is helpful in management of business. Strategic management of Sainsbury's will be
helpful in development of a major planning framework which is important for its success.
Taking assistance of strategic management will help the organisation to gain effective
success at the marketplace. It will also help the organisation in dealing with uncertainties
and risk associated with marketing operations.
 Information and technology- In the era of stiff competition between companies, it is
essential for management of Sainsbury to take help and assistance of information and
technology (Waguespack, 2018). The information and technology are two major tools
which will help Sainsbury to perform all major operations in a quick and accurate
manner. The Sainsbury will also use customer relationship management software to
communicate with key and target customers.
 Skill development in employees- The skills and their development in employees of
employees will play an important role in increasing business strength. Sainsbury's should
develop skills like communication, decision making, problem solving and critical
thinking in employees. This approach will help the company to develop performance in
major employees and will also help in increasing their productivity.
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D2. Evaluation of strategies to marketing mix in attain overall business
There are different strategies to be adopted by firm on basis of marketing mix. As a firm
can adopt innovation in their products that allow them to differentiate its products from
competitors and also helps to gain attention of customers. Firm can also introduce new product
that allow them to diversity products portfolio.
TASK 3
P4. Development of marketing plan that consist key elements of marketing planning for
organisation to attain marketing objectives
Mission: Mission of Sainsbury to be first choice of consumers for food, delivery of
products that are of good quality and also to be provide service to customers at competitive cost
by working in faster and simpler manner (Yaghin, 2020).
Corporate strategy: Corporate strategy of Sainsbury is to accept changes in order to
accelerate cost saving which allow business to invest more on quality of food, innovation, choice
and also over lower prices to customers. It is focusing on reducing complexity, transform cost-
based products in order to provide support to a specific brand.
Objectives: Sainsbury is aiming to provide good quality of products to its customers in order to
maximise satisfaction of customers and also to retain them for long term (What is a strategic
marketing plan, 2021).
Clear Smart marketing objectives:
 To improve sales of business with 15% in next 3 months.
 To increase profit of firm with 10% in upcoming 5 months.
 To improve business service in order to attract 10% more customers in business.
Marketing research:
Sainsbury is a business that is aiming to provide food products to its customers. This business is
investing more on marketing research in order to identify needs and wants of business. On basis
of it, Sainsbury find out there is increasing demand of organic fruits in market and for this,
business is offering organic fruit juice to its customers (Zaveri and Amin, 2019). These fruits
juice is creating good impact over health of people and is packed in transparent plastic bottle
which are recyclable. This design of bottle is attractive enough to gain attention of customers in
8

marketplace. In order to launch this product, firm is collecting information in market that allow
them to develop various marketing strategies.
Situation analysis
SWOT analysis:
Strength Weakness
 Sainsbury is included in top 4
supermarket of UK.
 It is getting rapid expansion in market.
 It is focusing on low-cost strategy that
allow them to attract large customer
base (Zhang and Xu, 2018).
 It is also offering retail and wholesale
banking service to customers that allow
them to diversity product portfolio.
 It is facing risk of brand switching of
customers as there is lower switching
cost in this industry.
 It is offering products at lower margins
in order to attract more customers.
 There is increase in cost of Sainsbury to
provide additional services.
Opportunity Threat
 There is growth of supermarket in rural
areas due to increase demand of
different types of products.
 It is also making efforts to adopt self-
checkout machines it will allow them to
reduce time taken for check out that
will boost sales of company.
 There is increasing competition in
market that create threat for business of
Sainsbury.
 Globalisation is another threat for
company due to which any company
can expand its operation which also
increase marketing competition.
 Pandemic is also creating threat for
business due to which firm needs to
follow all guideline and needs to ensure
precaution in their stores. It will
increase cost of company and also
reduce profitability.
PESTEL analysis:
Political Factors Economic Factors
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Government of UK has made changes in rules
due to Brexit and Covid-19 pandemic that
make it difficult for business to operate in
market as business also needs to made changes
in their rules (Zhang, 2020).
Due to pandemic situation, purchasing power
of people is reduced. It also creates impact
over sales of company as it does not allow
customer for purpose of selling products and
service.
Social Factors Technological factors
People of UK prefer to buy products from
supermarket that allow Sainsbury to increase
number of customers to business.
Customer in todays time also aware about
health that provide opportunity to company as
they are following all guidelines in business.
Sainsbury is adopting various technology in
business in order to reduced cost of firm. It
provides advantage to firm for purpose of
increasing marketing share of business.
5C analysis:
It is one of analysis which allow business to consist various elements in organisation.
Explanation of these elements in business are mentioned below:
 Company: In this element, focus of business is to identify sustainable competitive
advantage. It provides brand equity to business by providing them economies of scale,
development of technology. Sainsbury is adopting cost leadership strategy that allow firm
to get cost advantage through economies of scale.
 Collaboration: Collaborators of business allow firm to improve ability of company to
provide products and service. It allows Sainsbury to reach to customers at right time.
 Customers: Customer are important people who purchase products and service of
company. Sainsbury has retained loyal customers through offering good quality of
products to customers.
 Competitors: Competitors create impact over profitability of business and does not
allow firm to increase marketing share. Sainsbury is adopting different competitive
strategies that allow firm to overcome of competition.
 Climate: Environment of business also create impact to operation of Sainsbury. There
are different factors present in environment that create impact over business and these
factors including technological factors, cultural factors, social factors and other things.
10

Competitors analysis:
It is one of analysis which allow business to identify different strategies of marketing,
strength and weakness, marketing share, culture and pricing strategies. It allows business for
purpose of analysation of competitors that allow them to identify opportunity and threat. There
are different competitors of Sainsbury including Tesco, Aldi and other brand. In order to
overcome of competition, business adoption differentiation strategy and cost leadership.
STP analysis:
Segmentation Sainsbury is segmenting its customers on basis of geographic and
demographic segmentation.
Targeting Sainsbury is targeting on basis of attractiveness of segment, marketing
share and other factors.
Positioning Sainsbury has functional positioning that allow them business to solve
problem of business.
New product value proposition:
Consumer profile
 Job to be done: Sainsbury is focusing on developing organisation fruit juice in market as
demand of these products are high.
 Gains: It will create positive impact over health of people that provide them vitamins and
minerals.
 Pains: Consumer is facing problem related to food products as they want products that
create good impact over their health.
Value proposition
 Products and service: Sainsbury is focusing on providing fruit juice of different flavour
to customers that are based on organic fruits.
 Gain creators: it can be done by offering products on online delivery platform and also
offering different discounts offers to customers (How to Develop a Successful Marketing
Mix Strategy, 2020).
 Pain Reliever: Organic fruit products in market are of higher price that does not allow
average income people to buy these products.
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M4. Production of detailed marketing plan that integrates extended marketing mix for attainment
of marketing objectives
Marketing mix:
It is one of term that consist detail of different term like product, price, promotion and
place. It also consists extended P’s like process, physical evidence, people. Explanation of these
detail in context of Sainsbury is mentioned below:
Product Sainsbury is offering organic fruit juice to its customers which are full of
protein, minerals and vitamins.
Price Company is offering these products within affordable prices.
Place Sainsbury is providing these products to both online and offline platforms
(What the Marketing Mix Is and Why It's Important, 2021 ).
Promotion IN order to promote these products, company is using social media
marketing.
Process Sainsbury is making efforts to provide these products to customers in
convenient manner.
Physical evidence Company is proving physical evidence through packaging of products.
People Company has hired skilled and talented people in order to get success.
D3. Production of strategic marketing plan for organisation that measure attainment of marketing
objectives
There are different strategies can be adopted by Sainsbury for purpose of including
marketing share of firm. Organization uses various cost-leadership strategy which allow business
to offer products to target customers at lower price. For purpose of promoting organizational
products, Sainsbury uses online and offline marketing strategies that also helps business to reach
large target customer base.
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TASK 4
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.
The media plan is considered as key approach which will support Sainsbury's to develop
effectiveness in marketing operations. Company can also achieve set targets and objectives with
the help and support of media plan. Media plan for Sainsbury's company is mentioned below:
 Target the buyers- The targeting of buyers is the primary task in the business media
plan. In this step Sainsbury's should focus on targeting major customers for the business
in order to develop best promotion techniques for them.
 Defining SMART goals- The secondary stage in development of a media plan includes
development of SMART goals. Goals and objectives of Sainsbury's should be SMART in
order to achieve key and desired outcomes of a business.
 Select best media planning tools- While designing a media plan, it is important to select
and focus on perfect media planning tools. It is also important for the company to focus
on development of an approach which is selected for best media planning tools and
techniques (Marketing strategy vs tactics – why the difference matters, 2021).
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 Analyse historical data- The key function of a business should be on development of
appropriate approach in analysing historical data. The Sainsbury's company should
analyse and focus on historical data in order to evaluate best practices to understand key
demand and needs of customers.
 Choose media channel- Selection of the media channels is one of the major tasks of
marketing management of Sainsbury's. The media channels like Television, Radio, social
media and internet should be chosen by the company to perform advertisement of
products.
 Action and implementation- This is the final stage in marketing media plan which
includes development of appropriate actions to implement it. The marketing plan should
be implemented with key strategic actions in order to ensure its success. Monitoring and
supervision of actions should be developed by a company in order to ensure
implementation of plan in a systematic and precise manner.
There are different types of media are used by business for purpose of promotion of their
products and service. These media include advertisement, social media, web marketing and other
tools. Explanations of these media in the context of Sainsbury are mentioned below:
Social media marketing: It is one of digital marketing which is used by business managers of
Sainsbury for purpose of promoting products. In this, business take helps from different social
medial platforms like Facebook, Instagram, Snapchat, Twitter and others.
Advertisement: It is another social media platform to be used by businesses for the purpose of
promotion of products. It can be done with television, radio and newspaper. It is easier ways
through which business can share information of their offering with different people.
M5. Devise an integrated multimedia plan, selecting appropriate digital, offline and social media
channels for communication.
In the tough competitive era between many international and national companies it is
essential for a business to take assistance of integrated multimedia plan. The integrated
multimedia plan takes into consideration application of information and technology to perform
key functions related to promotion and advertisement. The selection of appropriate offline, social
media and digital channels of communication is an effective approach which helps the
Sainsbury's to achieve quick and accurate results. Social media marketing is the new way of
14

promoting business practices in a precise manner. The Sainsbury's company can take into
consideration promoting its product on famous social media websites like Facebook, Instagram
and Twitter to reach maximum customers. In the offline selling, company can choose direct
marketing which is helpful in performing publicity of products and services in a straight manner
to target customers. The Sainsbury's company can also use internet as a major tool in the digital
era to promote its products in a quick period of time. Company can also prefer to choose best
techniques related to digital marketing like hiring professional and skills IT experts in order to
achieve its marketing goals. The company should also take assistance of strategic actions and
choices which are effective in order to develop focused approach.
D4. Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
The data analysis is one of the major and primary functions of marketing management of
a company. It is essential for the company to develop precise approach in data management to
evaluate best practices. The analysis of both qualitative data and quantitative data can help
Sainsbury's in order to communicate with key customers. In order to analyse the quantitative and
qualitative data company must prefer to perform effective marketing research and survey.
Company can evaluate key and major ways which are important for data management in order to
serve customers in a well-defined manner. The integrated multimedia plan based on qualitative
and qualitative data will include a major strategy to develop focused approach in business
development. The social media and internet related channels which are selected by the
Sainsbury's should also focus on increasing potential of promotion by selecting best websites.
The internet-based marketing operations are also facilitated by data management with the help of
key tools and techniques.
Sainsbury's should include focus on integrated multimedia plan with key emphasis on
target customers to achieve overall development. The company can analyse quantitative data
with the help of market research and then take necessary actions to resolve the issues. The
qualitative data related to target customers will also help Sainsbury to evaluate key business
practices which are required to develop a major approach in handling target customers. Business
organisation should also take key actions which are reliable and flexible to support integrated
multimedia plan on the basis of qualitative and quantitative data. The data and figures of all
target customers should be collected by company with the help of marketing survey. Once after
15

performing successful market research Sainsbury should take key actions and steps in order to
implement the integrated multimedia plan.
CONCLUSION
From above mentioned project report, it can be concluded that marketing is one of important
activity that contribute in an organisation in various manner. There are different rules played by
this function in business. It allows to increase chances of success of business. Firm also using
marketing mix that provide them complete understanding about its products and helps managers
to develop different strategies.
16

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