Unit 2 - Marketing Essentials

Unit 2 - Marketing Essentials

TABLE OF CONTENT
TABLE OF CONTENT...............................................................................................................................2
INTRODUCTION .....................................................................................................................................3
MAIN BODY............................................................................................................................................3
LO1........................................................................................................................................................3
P1 Roles and responsibilities of marketing function..........................................................................3
P2 Marketing relation with company wider business objectives.......................................................5
LO2........................................................................................................................................................6
P3 Marketing mix application comparison.........................................................................................6
LO3........................................................................................................................................................7
P4 Marketing plan .............................................................................................................................7
REFERENCES.........................................................................................................................................10

INTRODUCTION
Marketing essentials can be understood as one of the highly recognised parameter
functional approach where businesses are widely focusing in competitive industry, where
advertising and publicity of all varied products and services are there. Sainsbury is one of the
best retail company in UK having large number of stores with large varieties and efficacy
marks, having keen focus on best marketing strategies to gain high goodwill among
customers. The report will be analysing role and responsibilities of marketing function
departments, its interrelation with various wider business objectives. The study will be also
analysing marketing mix factors application and governance of varied functional scenarios
which impact new goodwill paradigms, innovative productive services. The report will be
also analysing marketing plan formation and how it connects with formation of stronger
working goals, on leveraging higher work synergy at longer time frame for connecting with
larger audiences.
MAIN BODY
LO1
P1 Roles and responsibilities of marketing function
The roles and responsibilities of marketing function can be understood to be widely
advanced based on various management goal enhancing work objectives where Sainsbury has
large objectives to keep up with goal targets, larger functional innovation and also to be
productive on longer time frame. Marketing department functional roles, responsibilities can
be understood as follows (Armstrong, Kotler and Brennan, 2018).
 Producing the marketing management: The marketing management is considered to
be highly essential for gaining functional innovative working synergy at company

keen goals, larger functional working objectives and also for developing higher
working exploration on longer run. The marketing management has been also
productively found to be largely engaging consumers among larger efficacy
functional scenarios and also for technical innovation on longer time run. Sainsbury
with marketing management parameters develops larger base for targets consumers
factors and also to avail higher keen growth, where revenue standards are widely
governed.
 Producing marketing and promotion: Sainsbury focuses on advanced marketing and
promotions strategies, where various marketing functional scenarios are widely
forming on new arenas for larger goal formulation within high evocative standards.
The production of marketing creates high advanced functional aspects on keen
scenarios within longer run, for generating smarter paradigms and also be informative
among consumers scenarios. This can be also analysed to be heading towards
diversification factors for stronger evocative marketing promotion and also to evolve
on higher informative arenas in longer time frame (Brezak, Vlastelica and Kostić,
2019). This can be understood to be widely essential role of marketing where
functional approach is to hold diversity aspects, and to be actively diversified within
industry for yielding focus on long term growth arenas.
 Producing social media advertisements: The marketing functional role is attached
with social media advertisements where there are high informative scenarios worked
on for governing innovation determinants, to keenly upgrade larger functional aspects
on longer term for company goodwill. The social media advertisements have high role
to be played to create informative paradigms and explorative market synergy, where
aim is to be productive and also diversified within higher keen arenas. Sainsbury also
functionally operates focus on social media advertisements where brand synergy is
widely competitive, quest horizons actively worked on and also for technical
innovation on larger parameters.
 Producing brand goodwill: It can be also analyzed that functional approach of
company functional marketing is wide, as best informative marketing creates good
brand name and also keen goal development on longer time run. The brand goodwill
not only enables to attract customers from varied sections but also there is wide
appraisal for oncoming innovation. Sainsbury has been widely working ahead to form

brand goodwill with evocative brand image, high keen growth operational efficiency
and also be active on larger paradigms to be widely strong for competitive excellence.
P2 Marketing relation with company wider business objectives
The marketing function of company has high correlation with company other
wider objectives where it is one of the most active functional domain widely growing
towards innovation scenarios and for stronger evocative determinants. It can be also
analysed that Sainsbury as one of the best retail company within UK aims to be
informative and widely invest towards marketing function for consumer goodwill
enhancement , target growth within more varied domains and also be diversely
innovative (Armstrong.and et.al., 2018).
 Sainsbury focuses on innovative marketing strategies for connecting with larger
audiences and functional wider goals of building brand goodwill on longer run. It can
be also analysed that company widely focuses towards programming new quest
horizons, larger functional diversity aspects and also it is relatable with business
objective for gaining larger profits in future. The brand has been dynamically active
for regaining functional diversity on varied arenas, where various products and
services are programmed to restore quest goals in longer run.
 Sainsbury has been also productively focusing on brand image within retail industry
where there is wide competition among large paradigms and also informatively brand
is heading towards digital marketing strategies. The company marketing functions are
widely based on new diversified marketing development goals and for determining
horizons where there is active display on wider customer oriented services. Brand
image is widely grown on varied domains of socialised functional enhancement
paradigms, where it can be also analysed to be highly varied within stronger
functional scenarios and also be active towards new quest horizons based on
consumers preferences (Cateora and et.al., 2020).
 Sainsbury also aims to be widely active for growing working operational innovation
on longer run where it directly connects with directive formational scenarios of
profitability aspects. The company has been active on various domains of new keen
advertising factors where overall productive diversity is stringent and also there is
cultural evoking synergy, for technical productive evolving synergy. It can be also
understood that Sainsbury uses digital web promotion marketing strategies for larger

functional synergy where there is best focus on keeping up with innovation on longer
run (Chaffey, 2019).
 The marketing strategies also relate with high evocative diversity paradigms and also
functionally be diversified on new determinants, where there is informative actions
focused on and also actively brand image is personified. Sainsbury has been also
heading towards gaining functional diversification of brand goodwill on longer run
where there is large domains specialisation and also to head on towards creative goal
formulation. Sainsbury in new era of digital marketing aims to be active on large
platforms for larger advanced market reach and also to pertain focus on new domains
of specialised growth arenas.
LO2
P3 Marketing mix application comparison
There are various marketing mix factors which companies use for new informative
marketing strategies and also hold diversification within longer run among target consumers,
where Sainsbury and Tesco both are top companies in retail sector.
The marketing mix factors can be understood as follows where there are various domains
analysed to be widely heading towards functional growth and also be informatively wide, for
comparison:
MARKETING
MIX FCATORS
TESCO SAINSBURY
Price Tesco has larger informative choice for
consumers as prices are strategically
framed for larger revenue standards.
The prices are also based on new
informative aspects for attractive
marketing formulation strategies.
Sainsbury as compared to TESCO
has to focus on diversification
aspects, for overall pricing
strategies within consumers
market and also be informative on
brand image comparatively. As
price works as one of the key
factor for overall growth of
goodwill and larger keen
formation of higher capital
structure.
Place Tesco on place factor is heading
towards new domains of targeted
growth, where brand has various large
numbers of stores around world. The
place factor is also productively crucial
 Sainsbury has less number
of stores as compared to
Tesco where brand shall
open up various factors of
new functional working

for stronger informative reach among
audiences.
opportunities. The place
factor also holds large
domain of importance
physically and also digitally
where brand enables market
reach to be expanded, where
Tesco is more comparatively
strong (Chen,, Van Der
Lans, and Phan, 2017).
Promotion Tesco uses best innovative promotion
strategies and new diversified scale
advertising parameters of determinants,
where best online strategies are worked
on. The promotion perspectives are also
actively focused on keeping up with
new domains of keen goal formulation,
which evolves fundamentally and
Tesco has been able to gain best
position competitively within retail
industry.
Sainsbury has less advanced
functional standards as compared
to Tesco marketing strategies and
promotion marketing domains,
which also create functional
growth operational domains. The
brand also lacks innovation
building determinants, where new
functional innovation is widely
active on stronger goals
formulation analysis.
Product Tesco has high innovative products
portfolio, functional scenarios is also
widely working goals formulation
where consumers have informative
functional opportunities to choose best
products from large portfolio. The
products are widely advanced worked
on with technical innovation, keen
work growth aspects and also for
diversified operational innovation
within longer run.
Sainsbury products are less
diversified when it comes to
innovation and business supplies
factors, where there is also active
evolving domain of new
diversified range of products. The
company has to focus on bringing
on new range of products and
services for targeting more
consumers.
The above discussed parameters enable us to analyse Tesco as compared to
Sainsbury has large advanced new functional innovation among products and services,
where various paradigms of new creative standards services are wide and also analysis
enables us to analyse larger factor s of marketing mix (Davcik and Sharma, 2016).
LO3
P4 Marketing plan
The marketing plan is one of the most highly important aspect where businesses have
been actively heading for stronger working innovation and new functional goal
advancement, for larger efficacy among marketing strategies and also to formulate vision on

longer time factor. Sainsbury with marketing plan will be focusing on new innovative diverse
strategies for overall best marketing strategies, higher yearning development within larger run
and also be in formative on stronger working production aspects.
AIM: Sainsbury has aim for stronger marketing innovative strategies by using best digital
marketing platforms, where consumers with active functional work growth services which
will further enable new growth synergy of goodwill and higher effective revenue profits.
SMART objectives:
 Specific: Specifically there will be high focus on productive new quest arenas and
higher functional innovation on longer run, where Sainsbury aim to enhance its
position on larger scale (Dwyer, Dragićević and Knežević Cvelbar, 2016).
 Measurable: The measurable targets and objectives will be done by forming focus on
goals for consumer’s preferences working productivity.
 Attainable: The targets will be attainable by using best marketing strategies and new
functional innovation on longer run where best technical innovation, high advanced
training will be used on for gaining larger technical growth. The targets with stronger
attainable metrics shall be able to keenly evolve on higher quest arenas for gaining
consumer advanced services.
 Time bound: The digital marketing plan by SAINSBURY will be enforced and
attained in time period of 6 months, which will be enforcing working innovation
among large audiences for specific growth paradigms.
PESTLE ANALYSIS
 Political factors: Sainsbury politically has to focus on international positioning,
where new factors such as wider scale competencies for stable international business
standards .
 Economic factors: New diverse economic factors such as consistent fundamental
scale growth factors within international economies bring on varied range of efficacy
for stable effective performance.
 Social factors: Customer preferences oriented products need to be developed among
social factors for consistent varied growth.

 Technology factors: New advanced technologies should be implemented in
production and marketing
 Legal factors: Legal employees law compliance should be adhered for consistent
growth.
 Environment factors : New environment factors should be adhered among varied
domains, for competitive growth.
ANSOFF MATRIX
 Market development : New products should be developed under this factor for
innovative market development
 Market penetration: Strategic market penetration will enable market to be dominated
in varied aspects
 Product development : Innovation and high informative creativity should be
developed among products in Sainsbury
 Diversification: New vision oriented diversification should be implemented among
products, services for catering to new market domains
SWOT analysis:
 Strengths: Sainsbury has best goodwill among consumers with serving of best quality
products and services, digital presence and also brand has stronger capital structure
where brand development will be able to reach on higher scenarios.
 Weaknesses: Sainsbury faces high competition from various factors coming on within
industry paradigms, where there are various new products and services building larger
growth areas (Felbermayr and Nanopoulos, 2016).
 Opportunities: Sainsbury has wide business growth opportunities in expansion among
various arenas industry where retail industry has wide growth operational goals and
also for technical innovation within revenue profits.
 Threats: Sainsbury has threat of less skilled employees internally where the company
needs to actively focus on training and development of various efficacy operational
goals, where brand has to be active on investments.

 Marketing strategies: Sainsbury has to be informative and also actively evolve on
digital marketing strategies for connecting on larger audiences higher keen strengths
and operational goals where efficacy of consumers preference products shall be
targeted.
Budget: Sainsbury has focus on keeping advanced focus on budget particulars where all
resources shall be analysed widely based on stronger productive long term goal.
Particulars Amount
Marketing experts hiring 5000
Digital marketing tools and techniques 10000
Training and development 5000
Technical instruments 20,000
Digital platforms development 10,000
Total 50,000
Monitoring and control: The brand will be focusing on keeping up with best monitoring and
controlling techniques and tools, for keeping up with new record growth digital services,
where feedbacks form customers will be analysed and also goodwill enhanced scanned on
widely platforms. Controlling shall be done by keeping up efficacy standards for producing
best strategies and higher effective productive operational metrics on longer run (Hollensen,
2019).
CONCLUSION
The report has concluded various new functional marketing functional department
role and responsibilities for creating stronger promotional strategies, higher keen active
growth and also for long term wider goodwill. Report has concluded Sainsbury by keeping
focus on strengthening new paradigms of larger skilled consumes preferences working
services, will be able to yield focus on new efficacy goals and stronger metrics. The report
has also concluded that there is also informative vision building on within retail industry
domains, where marketing mix determinants are widely growing on stronger efficacy goals.
Report has concluded marketing plan where digital marketing strategies shall be built on for
larger informative production scenarios, target market reach and also keenly evolve towards
productive goals of diversification. Report has also concluded Sainsbury with competitive
marketing strategies will be able to enter onto wider leveraging scenarios, actively build
stronger goodwill and also highly grow on revenue profitability on longer time run.

REFERENCES
Books and Journals
Armstrong, G.M., Kotler, P., and Brennan, R., 2018. Marketing: an introduction. Pearson
UK.
Armstrong, G.M.and et.al., 2018. Marketing: an introduction. Pearson UK.
Brezak, S., Vlastelica, T. and Kostić, S. C., 2019. ARE MARKETING
COMMUNICATIONS RELEVANT FOR THE PREPARATION OF
BU. TEME: Casopis za Društvene Nauke. 43(2).
Cateora, P.R.and et.al., 2020. International marketing. McGraw-Hill Education.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Chen, X., Van Der Lans, R. and Phan, T. Q., 2017. Uncovering the importance of
relationship characteristics in social networks: Implications for seeding
strategies. Journal of Marketing Research. 54(2). pp.187-201.
Davcik, N. S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business
Research. 69(12). pp.5547-5552.
Dwyer, L., Dragićević, V., and Knežević Cvelbar, L., 2016. Achieving destination
competitiveness: an importance–performance analysis of Serbia. Current
Issues in Tourism. 19(13). pp.1309-1336.
Felbermayr, A. and Nanopoulos, A., 2016. The role of emotions for the perceived usefulness
in online customer reviews. Journal of Interactive Marketing. 36. pp.60-76.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.