Unit 2- Marketing Essentials

Unit 2- Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Task2:...............................................................................................................................................3
P3: Marketing Mix Differences...................................................................................................3
P4: Marketing plan of Tesco........................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is the complete set of activities which are done by organizations in order to
sell and promote their products at the consumer side. Tesco is chosen for evaluation in this
report. Tesco is one of the largest retailer of UK which is having many branches across the
globe. Company provides wide range of products groceries, merchandise and electronic items to
its customers. The following report will compare the different marketing mix used by different
organizations for achieving their organizational goals. Evaluation of marketing plan will also be
done in following report. In addition to that critical evaluation of marketing mix is also done in
this report.
MAIN BODY
Task2:
P3: Marketing Mix Differences
Marketing mix is the set of activities by which a company tries to promote its brand in
the marketplace.
Marketing Mix Tesco Sainsbury
Product -Tesco provided wide range of groceries,
electronic items and sports items to their
customers. By fulfilling these
requirements of customers Tesco
improves the brand value in front of their
customers which will increase their
loyalty towards organization (Baker and
Magnini, 2016).
-Tesco provides several ready-made
products to its customers and with that
they also provide customization options to
their customers based on their
requirements.
-Sainsbury provide several
household products to its
buyers which includes
products like, groceries,
clothing options, electronics
and other hardware equipment.
-Sainsbury provide wide range
of items based on customer
requirements. So they can
improve brand value and
increase customer loyalty.
Price -In terms of pricing context Tesco uses
competitive pricing, for special products
-Sainsbury uses mixed pricing
strategy which include

in which products are priced
comparatively lesser than market
competitors (Addison, 2019). By this
strategy company manages to increase its
customer count.
-Tesco mainly uses cost leadership in their
majority of products, by doing, so they
provide high quality products at low
pricing. This strategy enables them to
maintain customer loyalty towards them.
economy pricing and premium
pricing. With this it provides
high quality products at
affordable price to their
customers and also manages to
get good economic growth.
-Sainsbury changes its pricing
tactics with context to
changing market trends, this
allows them to maintain good
economic position.
Place -Tesco uses two different supply channels
management (SCM), which are through
online websites and other is through retail
shops situated all over country.
-In terms of channel management, Tesco
uses omni channel distribution system
where customer can choose between
online and off-line types of services for
efficiently accessing their products.
-Logistic management is a part of SCM
which is related to transporting product
from development side to consumption
side. Tesco has developed lean
management system for increasing
efficiency of SCM.
-To improve its transportation
facilities Sainsbury uses IT to
gather real time data during
transportation and then with
the help of Paragon software
system improves their
efficiency.
-Sainsbury uses all-or-nothing
logistic approach for their
products in which they have
upgraded their supply channel
management.
Promotion -Tesco make sure that they follow
integrated communication which means
that all types of communications by
-Sainsbury is having a wide
range of products to show
case, therefore its promotions