Marketing Essentials Report: Sainsbury and Morrisons Analysis, BTEC

This report provides a comprehensive analysis of the marketing strategies employed by Sainsbury and Morrisons, two leading supermarket chains in the UK. The report begins with an introduction defining marketing and identifying the key differences in the product offerings of both companies. It then delves into a detailed comparison of their marketing mixes, examining the product, price, place, promotion, process, people, and physical evidence elements. The report evaluates both traditional and online marketing strategies, including direct sales, print ads, events, telecasting, search engine optimization, social media marketing, ads displaying, and content marketing. Furthermore, the report outlines a marketing plan specifically for Sainsbury, including objectives, mission, vision, values, segmentation, and targeting. The marketing plan details the 7 P's of the marketing mix within the context of Sainsbury's approach, followed by a conclusion summarizing the key findings and recommendations. The report incorporates various academic sources to support the analysis and provides a solid understanding of marketing principles and their practical application in the retail sector.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PowerPoint ..........................................................................................................1
Task 2...............................................................................................................................................1
Part A......................................................................................................................................1
Comparing marketing mix of Sainsbury and Morrisons...............................................1
Evaluating the strategies of marketing..........................................................................3
Part B......................................................................................................................................5
Marketing plan of Sainsbury.........................................................................................5
7 P's of marketing mix according to the marketing plan of Sainsbury.........................7
CONCLUSION................................................................................................................................8
References:.......................................................................................................................................9

INTRODUCTION
Marketing is defined as the process of advertising and promoting the products and
services of the firm. It includes strategies from the production of the product to the after sales
services of the products in order to gain the customer satisfaction and loyalty (Wu and Li, 2018).
Two organizations chosen are, Sainsbury, it is one of the leading international supermarket firm
established in UK. It offers the vast range of products like from home appliances to the study
materials followed by the food items and financial services. It is the third largest supermarket
firm in UK. Another company is, Morrisons, it is also the one of the leading supermarket
organization based in UK. It also the offers the variety of products which includes eatables,
entertainment, home equipments, financial services and many more. It is the fourth largest
supermarket firm in UK. The following discussions are made on the differentiation of marketing
mix of both the companies, strategies of marketing and developing marketing plan by using
marketing mix elements in context of Sainsbury.
MAIN BODY
TASK 1
Covered in PowerPoint
Task 2
Part A
Comparing marketing mix of Sainsbury and Morrisons
Basis Sainsbury Morrisons
Product Firm's offers products and services like
food items, home appliances,
entertainment part, stationary items,
electronics, clothings, financial services
and many more categories. It offers more
than 30,000 of product ranges out of
which 20% products are it's own
Firm's offers products and services like
kitchen items, kids products, wearables
and eatables, electronics, business
development services and many more.
There main focus is on food items to
provide with freshness and safety.
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established brand.
Price Firm's pricing strategy includes the
intention of value for money for the
customers so that customers realise the
worth of the product. It has adopted the
pricing policy according to the
competitors and price discrimination
policy in terms of the high tech or high
crowded places.
Firm's pricing strategies includes lower
of prices or lowering the cost of
production so that customer visits their
stores and never switch to another brand.
This means that they are aiming at long
term customer relationships and brand
image and loyalty.
Place Firm's sell their products and services
through online as well as traditionally
also. Online like through E-commerce
website and traditionally through stores
which are placed in multiple cities and
countries.
Firm has over more than 660 stores all
over the world. Some of them are at
normal places with not much more
crowd and not less crowd and some are
at premium places where more than
average crowd presents.
Promotion Firm's promotion includes the various
events like sport club, sales event or
exhibition. Usage of television and radio
are also used by the firm. Moreover,
attractive packaging and presentation
helps the company in carrying out the
promotional activities.
Firm's promotion includes the loyalty
cards which are provided to their loyal
customers. Moreover, frequent offers
and discounts are stated in tools or
promotion of the company which give
them the competitive advantage.
Process Firm's process of offering the products to
the customers are by the online system
like they need to select the items, add to
cart and confirm the purchasing by online
payments, and on stores, it is the system
of billing on cash counter either by
internet banking or by cash.
Firm's process includes the stores where
process is that customers can select their
desired item, can put them into the
trolley, and pay the amount on cash
counter either by cash or online
payment. Exchange offers are also
available in the store if by mistake the
wrong item was taken by the customer to
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exchange facility is also available.
People Firm's workforce are acquiring the good
skills people either in the sales
department, production department,
finance department, research &
development, human resource
department and many more that is why it
is leading because it's staff is highly
skilled and qualified in their respective
department. Moreover, training is also
provided by the firm to make them
develop personally as well as
professionally.
Firm's workforce are approximately
1,17,000 in numbers. Company creates
the more employment opportunities for
the unemployed people so that they can
meet the advantage of economic and
social factors. Moreover, already
existing employees are skilled and with
good experience better knows the
management in a company and how to
tackle any issue related to the internal
and external factors of an organization.
Physical
Evidence
Firm's physical evidence in stores are,
their interiors are impressive, quality in
trolleys, well hygiene environment and
from the view point of online. So it has
user friendly website, attractive logo and
easy navigation followed by ordering and
payment systems.
Firm's physical evidence are excellent in
terms of their stores and website also.
They are well structured and easy to use
by the customers with good decorum and
ambience in a store with impressive
website development (Dadzie,
Amponsah, Dadzie and Winston, 2017).
Evaluating the strategies of marketing
Traditional Marketing
Direct sales
It is the one of the methods of marketing strategy which is highly traditional in promoting
and selling the product. Sales people go door to door to sell the products or even in stores also,
they pitch people to purchase the products by convincing them and creating the needs for the
same by relating the products to their real life and how and when it can benefit the customer and
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many more ways through which they can do direct sales (Datta, Ailawadi and Van Heerde,
2017).
Print ads
It is the another method through which marketing can be more impressive. Printing more
attractive ads with good qualitative content and using better graphic and colours attracts
customers with the help of banners, pamphlets, newspapers, magazines, booklets, brochures and
many more printing techniques assist the firm in their marketing strategies. This is considered as
an initial way of marketing and primary way which every company adopts at least once in a life
time.
Events
Events can be conducted by the company in order to create need and awareness of the
product and services so that it can attain good brand loyalty and reputation. Such events are
usually product launch events, sales meeting events and exhibitions. This need an effective
planning from setting the goal to the execution of the event by deciding the budget, timings,
location and activities (HR and Aithal, 2020).
Telecasting
It is the most effective strategy of marketing by broadcasting the video ads on to the
television and radios. This helps the firm to a global reach of their products. It looks attractive
when some fun, humour an social message is also conveyed through the because this impresses
the people in paying more attention to the brand and it's products and services.
Online Marketing
Search engine optimization
It is the online or digital marketing technique through which company's ranking increases
in every search engine like google, yahoo, Ucbrowser, internet explorer, chrome, Firefox and
many more. This is done by back linking the websites link on other high visited website. This
process of this is that whenever the customer searches for shopping then first or second will be
the link of the company who has uses the SEO technique (Thabit and Raewf, 2018).
Social media marketing
It is the another technique of digital marketing. It includes the usages of various social
sites like Facebook, Instagram, Twitter and many other sites. Marketing can be done by posting
innovative images of advertising the product or any offers or discounts. It helps to talk to the
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customers also and even gaining the instant feedback and resolving issues. It is the most
powerful tool because it has the international reach to the customers.
Ads displaying
It similar to the telecasting technique of traditional marketing. But the difference is that
telecasting was done on television and radio, and here displaying ads are presented on the
different most visited or most used sites on the internet. There is a small section on every website
for displaying the ads which cost to the firm but is efficient because everyday maximum people
visits multiple sites which are most reputed so they can see those ads and would know the
product and the brand (Pomering, 2017).
Content marketing
All the concepts of digital marketing are totally dependent on the content marketing
strategy. It is the most important part which is essential to use either in search engine
optimization or social media marketing. This means that content which is include in the
advertising poster or image or video must connect to people and must be qualitative so that
everyone could pay attention to it and can review it happily. Content must be specific, product
based, brand based and no lame statements. This attracts the people in large number.
Part B
Marketing plan of Sainsbury
Objectives
Current goals and objectives of the company is to be more efficient in technical
advancements. They are aiming to develop the app of the brand where customers can go easy
with the products in terms of searching, purchasing and payment facilities. Now a days
technology is updating day by day so it is important for the firm to adopt such new idea and
innovating it's services by building up the app in order to manage better customer attraction
towards the firm and it's products and services (Berman, Evans and Chatterjee, 2018).
Mission
Mission statement of the firm is to develop the app based on full facilities provided to the
customers in term of offers and discounts, coupon codes and many other things on which the
customers can pay attention towards the brand. It's mission is to make the life of their customers
more easy by handling the Sainsbury app anywhere with full mobility. Moreover, they want to
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add fun and enjoyable activities also in the app so that customer can be loyal to the app and they
can get the more number of downloads and earn the good image in technology as well.
Vision
Company's vision statement is to gain something good or extraordinary from the new
project they have taken into their hand that is the app development of Sainsbury. Their vision is
to meet their goals and objectives set by the top level management of the firm. So that they can
achieve desired outcomes from the app like brand image, good reputation and more loyalty by
the customers. Therefore, their vision is to create and maintain the long the relationships with the
customers in a long term growth and development of the firm (Ramanathan, Subramanian and
Parrott, 2017).
Values
Company's values includes that they provide the good and positive cultural environment
to the employees with all fun and enjoyment. They are rewarding and exciting who provides nice
place to work by following all ethical and social values. Products offered by the firm to the
customer are also best of their legal as well as ethics part. They want to maintain this values
throughout the company's existence.
Segmentation
It is defined as the market research and analysing all the markets with it's features, profit
gaining, advantages and disadvantages. In context Sainsbury, reason behind doing this research
is that, if a firm wants to analyse the specific target market for their app to which they can
directly promote and convince people, then they have to interpret and analyse the target market
by observing all the merits and demerits of them. Markets includes are children, youngsters and
adults (Jayaram, 2017).
Targeting
This is a step where company finally chooses the target market based on their research
and findings in the segmentation stage of marketing. After doing such a deep a analysis, chosen
target market is youngsters because they are ones who uses the internet, websites and apps
mostly. They have a good knowledge and knows the importance of such apps. It can be
beneficial for adults also if they use such technology and are interest in online shopping and have
the knowledge of online schemes and payments.
Positioning
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It is defining as the placing of the new product of the company in such a way so that they
can get attention from the customers. In context of Sainsbury, there are many search engines
where the app can be placed through which it can be eye catching by the customers. So it is
important to analyse that which search engine is most suitable and most used by the customers so
they they can get the easy access to the app (Chernev, 2020).
7 P's of marketing mix according to the marketing plan of Sainsbury
Product
Product is the app, it can be considered as the type of service to the customers by making
them ease to shop online through the company's app.
Price
It's pricing strategy is that, it is initially free in registering and making the account over
there but on a trial basis of one month. After one month, app will charge the fees from the
customers for using the app. Charge will depend on the types of plan they choose like for the
monthly plan or yearly plan. It will depend on the services also they want from the app, they
need to select all the requirements and then the final fees will appear to pay and customer will
pay for the same for further using the app (Kasemsap, 2018).
Place
App developed by the firm will have the access through the internet with the help of
search engines and other reputed sites who offer the placement of shopping apps of the firm.
Promotion
Promotion of this app can be done through either by an online marketing or traditional
one. They can adopt the techniques like digital marketing or telecasting method.
Process
Process of using the app is first customer needs to open the app, register themselves and
if already registered then log in into the account made at the time of registration. Account will
ask the necessary details with the customers like their name, email id, phone number, address.
OTP generation for confirmed identification of the customer and then they can enter to the app.
They can navigate within the app by searching out the products available at what prices,
availability of discounts and offers and many more things which the customer wants to know.
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Then can either log out the account or directly shut down the app (Castaldo, Grosso and
Premazzi, 2020).
People
Workforce who will manage the back end of the app will be the highly specialised people
in technology and in technical advancements. Because app needs to be updated from time to time
in order to update the product, prices, discounts or any thing else as per the business requirement.
Physical evidence
App of the company must be user friendly that means easy to use, no complications or no
facing any difficulty in using the app. Structure of the app must be professional, attractive,
decent colours, impressive theme and all that which is notices by the customers (Grimmer,
Grimmer and Mortimer, 2018).
CONCLUSION
It is concluded that marketing mix of the company is an essential part to identify the
seven necessary elements of marketing. Moreover, building up a business plan is another
important activity for a business in order to achieve full proof plan of marketing strategies
according to the marketing mix components. The above report covers the crucial points which
every firm needs to adopt in order to accomplish it's sales targets. For example, analysing the
competitors in terms of marketing mix, observing marketing strategies of the firm and
establishing the,marketing plan according to the goals and objectives set by the firm with the
help of marketing mix elements.
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References:
Books and Journals:
Berman, B., Evans, J.R. and Chatterjee, P., 2018. Retail management: A strategic approach.
Pearson Education Limited.
Castaldo, S., Grosso, M. and Premazzi, K., 2020. Retail and channel marketing. Edward Elgar
Publishing.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Dadzie, K.Q., Amponsah, D.K., Dadzie, C.A. and Winston, E.M., 2017. How firms implement
marketing strategies in emerging markets: An empirical assessment of the 4A marketing
mix framework. Journal of Marketing Theory and Practice. 25(3). pp.234-256.
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing. 81(3). pp.1-20.
Grimmer, L., Grimmer, M. and Mortimer, G., 2018. The more things change the more they stay
the same: A replicated study of small retail firm resources. Journal of Retailing and
Consumer Services, 44, pp.54-63.
HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
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Jayaram, A., 2017. Smart Retail 4.0 IoT Consumer retailer model for retail intelligence and
strategic marketing of in-store products. Proceedings of the 17th International Business
Horizon-INBUSH ERA-2017, Noida, India, 9.
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global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
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Marketing Journal (AMJ). 25(2). pp.157-165.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
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Operations & Production Management.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
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Wu, Y.L. and Li, E.Y., 2018. Marketing mix, customer value, and customer loyalty in social
commerce. Internet Research.
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