Sainsbury's Marketing Strategy: Application of the 4Ps Marketing Mix

This report provides an analysis of Sainsbury's marketing strategies, focusing on contemporary issues and the application of the 4Ps marketing mix (Product, Price, Place, Promotion). It begins with an introduction to marketing concepts and the marketing mix, followed by a theoretical explanation of the 4Ps. The report then introduces Sainsbury's and its TU fashion line, specifically denim fits, as the product/service under analysis. It details how Sainsbury's applies each element of the 4Ps to its denim products, discussing product quality, pricing strategies, distribution channels (online and physical stores), and promotional activities. The report concludes that marketing and the marketing mix are crucial for enhancing business performance, increasing profitability, and expanding the customer base, emphasizing the importance of the 4Ps in achieving these goals.

Contemporary Issues
in Marketing
Table of Contents

INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
An explanation to marketing:-....................................................................................................3
An Explanation of marketing mix:-...........................................................................................4
A brief theoretical explanation of 4Ps marketing mix................................................................4
Introduction of product/service...................................................................................................5
Application of 4Ps marketing mix to the selected product/service.............................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In marketing , contemporary issue is a way to know about marketing aspects which based on
cooperation with marketing sets. The discipline of marketing is defined to become increasingly
less influential unless there is some kind of revolution or at the very least a new beginning.
Marketing concept includes four types that is, customer needs, target market, profitability
and integrated market. It is designed to help business to have a future focused perspective by
understanding of changes in the market. Contemporary issue is a resource that helps a business
in study and understanding of problems faced by them in market. The particular report is based
on the company Sainsburry, it is the second largest supermarket chain in England, United
Kingdom,which is founded in the year 1869. In this report it will dive deep in the marketing
concept, introduction to marketing- mix, it will further discussed 4 p's of marketing, than concept
of product and 4 p's of marketing – mix that is product, price, place,promotion.
TASK
An explanation to marketing:-
It is a social process of buying and selling of goods. In simple words distribution of the products
to the right people, at the right place , at right time and at right price. In marketing it includes,
producing goods, promotion of goods, selection of target market, choose customers, and final
delivery of the goods (Morgan and et. al., 2019). Marketing is a broader concept, the company
not only focus on selling of products but also understanding of customer's demand, needs,
preference, choices and feedbacks. Customers satisfaction is the first priority to marketing. The
main motive of marketing is to capture the target market and customers, also to influence
customers to buy you product and to take care of the customer's satisfaction level. The company
takes feedback from the customers after selling them goods just to assure that their product
satisfy theirs needs or not because they know after sales service is very important for the
retention of their customers. In marketing it consists of seven p's that helps the business to
increase their sales such as, product, place, promotion, price, people, physical evidence and
process. It is an act that performed by an business to sell and promote their products to the right
people in the target market. There are two type of segment in the marketing that is, business to
business ,it deals directly with any business or retailer in order to sell their product and business

to consumers, in this business get direct connection with customers. B2B helps company to
influence customers to buy their products (Rust, 2020). Company build a direct relation with
their customers by understanding their customers, by communicate to them, provide after sale
service and many more. There are two entities available in the market , buyer and seller. Buyer
have more power on influence the demand and preference for any product. There are various
types of marketing methods used by the companies which are, direct marketing,
telemarketing, direct mail,internet marketing, relationship marketing,transactional marketing etc.
An Explanation of marketing mix:-
It is a technique uses by the company in order to promoted its product or brand to the customers.
In simple words the term marketing is refers to introduced a new product to the customers by use
of 4 p's . There are four types of marketing mix which are, product, price, place and promotion
(Thabit and Raewf, 2018). It allows company to make strategic plans that will help them to
create a brand image . Marketing mix works as a tool to acquire the customers in target market.
Management of the company focuses on many areas such as, price, place, promotion, product
while taking strategic decision. They uses consumer centric approaches. A good technique uses
by the company promotes changes in the buying behaviour of customers. Marketing mix plays
an essential role in building brand image. By this a company can get better recognition from their
competitors it will helps in capturing the targeted market place . It is a short term as well as long
term tactic uses by an company. If a company uses best marketing tools( price, place, promotion,
product) it helps them to acquire new customers. If company can able to use their full strengths
an grab opportunity it will helps them to minimizes extra cost. Proper use of marketing tools can
lower the risk of failure (Al Badi, 2018).
A brief theoretical explanation of 4Ps marketing mix
4 p's of marketing tools uses in the marketing strategy to promote a product in the target market.
The 4 p's are product, place, price and promotion. All p's or marketing are interrelated to one
other. It helps in marketing of a product or brand.
Product:- It is an substance or services which is offered for sale to the customers. Product is
something which manufacture to satisfy the needs and wants of the customers in the market
(Thabit and Raewf, 2018).A product can be tangible or intangible means it can be an item or
service which is ready for sell. Example of good is furniture, cloth and example of service is

banking services, hospitality services. For an company it is very important to manufacture those
products which gives satisfaction to the buyers so they never shift to other company. They
should manufactures only those kind of goods which can have some impact on customer's life
and mindset.
Place:- In marketing- mix place denotes the location where goods and services being sold. Place
means physical location like, store where buying and selling of goods take place. It plays an
essential role in distribution of the good. Place should be present in the right location where can
reach easily because if the place is not at the right place at right time it will be very hard for
customers to accessible. Prime location is very important in order to increase customers base.
Moreover to this organisation needs to place their product in such a manner which can be
conveniently and easily accessible to them as it will lead to enhancement in the sale of the
merchandise of the company (González and et. al., 2019).
Price:- It refers to defines worth of a product. A seller is ready to sell its product at a particular
price and a buyer is ready to pay for a product at a particular price. Price pays an very important
role for decide success of the company. It helps in showing profitability of the organisation.
Pricing strategy is both art and science . Price is a element which determines a value of a product
while making purchase by a buyer. Before deciding the price of product a seller should keep in
mind two things, market price of the product and demand of the product.
Promotion:- It refers a flow of information from seller to the potential buyer in order to
persuade their behaviour for their products. Promotion helps in creating the brand image and
being recognised by the customers. It will help them in increasing sales. More sale promotes
more revenue generation. Promotion is a tool of marketing mix which helps the company to
influence the customers. The main tools of promotion are, advertising, direct mail, personal sale,
public relation, direct marketing. By this technique company can able to reach to the right
people at the right time.
Introduction of product/service
Product advantage has been a key element for the success of Sainsbury. The particular company
also deals in the clothing sector , they have launched TU fashion in 2002 which offers many
categories to the customers out of all Denim fits are very popular among people (Jo and et. al.,
2020). It is very comfortable so it has able to create a product image in the customer's mind.
Denim cloths are introduced by TU in the year 2004. features like, comfortable, fit and pricing

are the key differentiation from its competitors. Customers have very much influenced by this
product. Demand for denim clothes has increased rapidly. The product quality of denim fits is
excellent this lead to increase sales (Jang and Park, 202O).
Application of 4Ps marketing mix to the selected product/service
Product:- It has tangible item that is sold by the company to customers. Product is
manufactured and sell in order to fulfil the needs and wants of customers. The brand Sainbury
look forward to adopt new creative and innovative idea regarding their product and always want
to provide better quality of products as compare to its competitors. The respective company
deals in the groceries and retail sector. After the massive growth in the grocery industry,
company decided to introduced clothing sector and in clothing sector denim fits are very popular
among youths. Company targets young generation for denim clothes. It is very comfortable and
affordable. In terms of product quality clothes have excellent quality (thman and et. al., 2019).
They have manufactured their each product which offers a unique set of styles.
Price:- It defines a value of a product at which it is ready to sell. Sainsbury's price strategy is
formed on giving their customers a worth of their money. They have a very descent price for
their products. They provide quality product for retention of the customers. Sainbury set pricing
strategy according to the product positioning. The strategy is formed according to four element
such as, knowing the customers better, provides excellent products and services at reasonable
prices, being available for the customers and values and ethics make business different.
Sainsbury is a market leader in terms of market pricing stategy. Denim fits are sold at a very
reasonable and affordable price that everyone can afford. The respectice company has able to
differentiate themselves from their rivals by focusing on creating value for customer.
Place:- It is the location where the company is available to its customers for buying and selling
of goods and services. Sainbury sell their fashion product on their online website. They also put
their products on the different online platforms. The respective company is very creative and
adaptive. They want to make it is for their customers to buy products and provide easy
availability of products. Company have collaboration with many fashion brands with help of
them they put their products in their brand store. Sainbury has many physical stores in the UK.
The company uses selective distribution strategy to make available for sale in specific stores or
locations and their own store also. They have a great presence in the market (Wu and Li, 2018).

Promotion:- It is a technique uses by company to introduced their new products to the
customers through various media. Sainsbury uses different media to reach its customers. They
are very serious about regular promotion in order to increase sales. The respective company
mainly uses promotion techniques which are, T.V, Email and social media marketing. As most of
the people are shifting towards internet world so company pay more focus towards social media
promotion. There targets are young generation and this particular method can easily get attention
the people to buy their products. Promotion direct indicates the expansion and increase customerr
base. They communicate well with their customers this leads to understand their problems and
feedbacks related to the product and by this they can able to modify or change the promotion
strategy. Company choose the promotional tool strategy which discloses the company's mission
and values to the customers.
CONCLUSION
From the above report it has been concluded that marketing and marketing mix are important
element of business it helps organisation to enhancing performance , to increase profitability and
acquire customer base. This report further discussed about 4 p's of marketing that includes price,
place, product and promotion. Marketing helps company in selling the goods in target market.
Where as marketing mix helps business in introducing the product to the customers by use of
many tools. On the other hand 4 p's or marketing mix helps in distribution of goods and services
to the right people, at the right time and at a right price. In context to the company( sainbury) it
should expand its product line in fashion, by use by variety tools of promotion. The organization
need to utilize proper pricing strategy in order to create a key differentiation from its competitors
and should open more physical stores to get new customers attract.

REFERENCES
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