Sainsbury's Marketing Plan: Roles, Responsibilities, Marketing Mix

This report provides an analysis of the marketing function within an organization, specifically focusing on Sainsbury's, the second-largest supermarket chain in the UK. It outlines the key roles and responsibilities of the marketing function, emphasizing its importance in understanding customer needs and promoting the business. The report evaluates the relationship between marketing and other organizational functions such as finance, operations, production, and human resources. It compares how different organizations, including Sainsbury's and Hilton Hotels, apply the marketing mix to achieve their business objectives. Furthermore, a detailed marketing plan for Sainsbury's is presented, covering aspects like organizational overview, vision, mission, objectives, PESTLE and SWOT analyses, competitor analysis, marketing mix strategies, STP approach, budget allocation, and monitoring and controlling mechanisms. The report concludes by highlighting the collaborative nature of various departments in achieving business profitability and enhancing overall company performance.

Unit 2 Assessment

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................4
1. The key roles and responsibilities of the marketing function .................................................4
2. Roles and responsibilities of marketing relate to the wider organizational context................5
3. Comparing the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives. ......................................................6
4. Marketing plan ........................................................................................................................7
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The marketing is the tool that helps the organization in order to promote its business in
the different areas of globe. The most important marketing essential are advertising, publicity
and the sales techniques. The current assignment is based on Sainsbury which is the second
largest chain in UK supermarkets. This used to have 16.0% of the share of the supermarket
sector. The report will outline the key roles and responsibilities of the marketing function.
Further this report will evaluate the roles and responsibilities of marketing with different
management areas. The report will also evaluate about the comparison by which different
organization apply marketing mix. At last this report will outline the marketing plan for the
organization.
1. The key roles and responsibilities of the marketing function
Marketing function plays a vital role in the company as it can help marketers to
understand the requirements and needs of customers (Tien, Phu and Chi, 2019). With the help of
marketing function, the company can make sure to provide right service to customers. In today's
environment of business, marketing is important because it helps the firm sell their services and
goods.
 The major roles of marketing function is to share and connect with the potential clients to
advertise the service and new product line. By using marketing function effectively,
Sainsbury is able to attract more customers and develop their marketing strategies such as
promotion. The marketing team of Sainsbury work together by having marketing
functions as it allows them to remain focused on their objectives and goals. Marketing
function of the company is responsible to anticipate and satisfy clients needs and wants
profitably.
 The manager of the firm focus on various functions to meet objectives and understand the
purpose of processes and tools. There are various marketing functions which help
professionals develop consistent strategies of marketing. It includes selling, financing,
pricing and promotion, distribution and information management related to marketing.
For example- marketing functions of Sainsbury work effectively as team to develop their
products by using distribution channels with the support of sales team. They focus on
labelling and packaging in order to provide them customer service.

 The marketing team and department conduct campaign to focus on over the curse of sales
cycle and communicate effectively with each other to create content (Sarkum and
Syamsuri, 2021). The employees working in the company understand their goals and
priorities by producing internal communication system. A major responsibility of
marketing function is to conduct market, keep monitoring market trends and customer
research that will help them to grasp new opportunities and target audience. Sainsbury is
focusing on advertisement and branding method to attract more customers and perform
various tasks.
2. Roles and responsibilities of marketing relate to the wider organizational context
There are various roles and responsibilities of the marketing which are related with the
other organizational and functional areas which are described as below:
Marketing and finance: The marketing department of the organization must need to
work with the finance department which helps them to have the adequate budget for having
research. The finance department of the organization ensures the business to operates within the
financial capabilities. By having the proper budget will hep the organization to have the good
production for the customers.
Marketing and operational management: By having the research and development, the
operation management has to work with the cooperation with the marketing department. The
operational management includes the warehousing, packaging and distribution (Morgan and
et.al., 2019). By having the marketing and research it will help the Sainsbury to have the proper
operations.
Marketing and production: The marketing management will help the production
department to know about the quantity of production to do (Ortega-Altamirano and et.al., 2018).
By researching the need of the customers by the marketing areas help the company to have the
best production. This will also help the organization in order to know about the new and
innovative things that are required in the market.
Marketing and Human resources: HRM is the man functional area in the organization
which helps do the recruitment and selection. The marketing department will make the people to
know about the vacancy in the company and recruit the best employees (Bala and Verma, 2018).
By having the marketing department will help the organization to know the HR department the
scope of the job and do the advertisement for the job.

3. Comparing the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.
Basis of Difference Sainsbury Hilton Hotels
Pricing strategy Sainsbury is using value for
money pricing strategy to
attract customers without
affecting quality of services
and goods.
On the other hand, Hilton hotel
is using premium pricing
strategy for services and
product.
Marketing strategy The company focus on
knowing customer needs better
than anyone else at fair prices.
Whereas, Hilton is inspiring
customers by building trust
and confidence with the help
of its marketing creative
technique.
Pricing policy Competitive pricing policy is
used by the company instead
of cutting down price policy in
order to gain competitive
advantage in the market.
Charging high level prices for
services and products is the
pricing policy of Hilton
without affecting excellent
quality and features.
Competitive advantage The company focus on ethical
way to trade and named it a
fair-trade to make great market
position and beat competitors.
The firm is focusing on
integrated system of
innovative solutions and using
advanced technologies to drive
business profitability (Thabit
and Raewf, 2018). A hotel has
achieved competitive
advantage affectively and
generate excess returns over an
extended time period.

Promotional activities In order to promote products
or service Sainsbury has
adopted marketing campaigns,
advertisements, sales
promotion via incentives and
database marketing. By having
this strategy effectively, the
firm has achieved its business
objectives.
On the other side, Hilton brand
is enjoys a dedicated team for
promoting its service or
products. The firm is using
public relations and publicity
to satisfy existing customer
and attracting new clients.
Competitive strategies The company is using
differentiation strategy and
expanding and modernization
its business to distribute high
quality services or goods.
In cost leadership strategy, the
brand uses its pricing as the
key to achieve market share
effectively and gain objectives.
From the above table it has been evaluated that both the companies are applying
marketing mix to marketing planning process in order to accomplish objectives of business and
attracting customers.
4. Marketing plan
Overview of the organization: Sainsbury Plc. Is the second largest chain in the supermarket in
the market of United Kingdom. The organization is having almost 16 % share of the
supermarket.
Vision: The vision of the organization is to be the most trusted retailer in the market whee the
people love to shop and have job over there.
Mission: The mission of the Sainsbury is to be the consumers first choice in the food and
delivering the products providing the outstanding quality. They also used to provide the great
service and have the great competition in the market.
Objectives:
1. To increase the profit by 30% in the upcoming year.
2. To increase the stock to increase in sale in year 2023.
Pestle analysis

Political factors
Due to Brexit the markets of UK has been
affected a lot which may affect the
organization profitability (PESTLE
ANALYSIS, 2022).
Economic factors
The job and salary of the workers decreased by
the happening of pandemic. This may affect the
production of organization.
Social factors
As the people are more health conscious the
organization must sell the good quality of
products.
Technological factors
The rapid changes in the technology and the
online shopping done by the organization may
affect the sales.
Legal factors
As due to Brexit there are various changes
in the policies of government which may
affect the profits.
Environmental factors
As the plastic is ban so the organization must
not use the plastic bags which used to affect
environment of the UK.
SWOT analysis
Strength
The organization deals in large variety of
products which helps them to have the
profitability in the market.
Weakness
The weakness of the organization it used to sell
the products at low margin. This is due to the
risk of online retailers are most in the market.
Opportunity
The company has an opportunity by growing
in the villages and in the remote areas.
Threats
There is the great competition in the market
which is the big threat for the company.
Competitor analysis
The competitors of the organization is the Tesco, Aldi UK, Morrisons and the Associated
British Foods. These competitors of the organization used to affect the profitability of the
company. As these are also the grocery firms in the UK which may affect the sales in the
markets of UK.
Marketing mix

 Product: The organization used to sell the variety of products in the markets of UK. As
the Sainsbury is bringing the new product that is egg shaped chocolates which are
especially for kids (Yasobant, Patel and Saxena, 2019). They always have the variety of
products which helps the company to grow in the market.
 Price: The prices of the organization is very reasonable as compare to the other
competitors in the market. The price of the new product is also very cheaper which makes
the parents to buy chocolate for their kids.
 Place: The customers can shop the new products from the store in the market of UK. The
organization used to sell its products online and offline both which helps to have greater
sales in market. The company can sell its products by giving the smal packets of the
products which makes the customers to know about the product.
 Promotion: The company can do the promotion by using the online websites and also by
having the online and offline advertisements. By having the promotion of the products
will make the company to have the greater sales and profitability in the market.
STP approach
Segmentation- The company is going to use market segment in effective way and divide
its customers in terms of demographic and psychographic. The company is going to segment
their Target market by personal attributes especially for age and gender.
Targeting- firm is going to target kids and adults who love chocolates this allows the firm
to tailor approach to meet needs effectively.
Positioning- An organization is going to identify how they should position products to
target the most valuable customer segments. They will focus on distribution channels and
marketing campaigns to reach out potential customers.

BUDGET
Expenses Amount
Marketing campaigns $100
Maintenance $50
Payroll $150
Electricity $35
Production expenses $75
Material and equipments $50
Labour $75
Total $535
Monitoring and controlling
The firm is going to monitor its performance with the help of key performance indicators.
It helps determine a company's financial, operational and strategic achievements (Hossain and
et.al., 2019). On frequent basis, the team of the company compare business operations within the
same sector to achieve business objectives. In addition to this, the major focus will be customer
focused KPI in order to satisfy needs of clients and control customer retention rate (Dipura and
Soediantono, 2022). Along with this, firm is going to focus on its financial health to meet its
financial obligations.

CONCLUSION
To conclude, marketing department and their functions is responsible for satisfying needs
and preferences of clients. The major goal of the business is to make profitability and enhance
the performance of company. By evaluating the report it has been concluded that marketing
department, human resources, operation management, production team and others work together
to interact directly with customers and determines the success of the firm. With the help of
marketing plan and comparative analysis company can evaluate their business position and
performance. Furthermore, marketing plan used by Sainsbury to identify their target market,
factors that can influence the firm and encourage team to attract new clients by adopting new
techniques.

REFERENCES
Books and Journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10). pp.321-339.
Dipura, S. and Soediantono, D., 2022. Benefits of Key Performance Indicators (KPI) and
Proposed Applications in the Defense Industry: A Literature Review. International
Journal of Social and Management Studies. 3(4). pp.23-33.
Hossain, M. S. and et.al., 2019. A smart IoT based system for monitoring and controlling the
sub-station equipment. Internet of things. 7. p.100085.
Morgan, N. A. and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Ortega-Altamirano, D. V. and et.al., 2018. Perceptions of childcare staff for preventing
overweight in Mexican preschool children: A SWOT analysis. salud pública de
méxico. 60. pp.166-174.
Sarkum, S. and Syamsuri, R., 2021. The role of marketing function for competitive
advantage. Calitatea. 22(180). pp.32-39.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Tien, N. H., Phu, P. P. and Chi, D. T. P., 2019. The role of international marketing in
international business strategy. International Journal of Research in Marketing
Management and Sales. 1(2). pp.134-138.
Yasobant, S., Patel, K. and Saxena, D., 2019. Hastening One health collaboration in Gujarat,
India: A SWOT analysis. J. Public Health Policy Plann. 3(2). pp.22-24.
Online
PESTLE ANALYSIS. 2022. [Online ]. Available through:<https://pestleanalysis.com/pestle-
analysis-of-sainsburys/>