Marketing Essentials Report: Sainsbury's Marketing Plan and Analysis

This report provides a comprehensive analysis of Sainsbury's marketing strategies. It begins by defining marketing and its key roles and responsibilities within an organization, specifically focusing on Sainsbury. The report details the key marketing functions, including market information, financing, market planning, product design, and distribution channels. It then explores the interconnectedness of the marketing department with other sectors such as finance, human resources, production, and research. Furthermore, the report evaluates Sainsbury's marketing mix for market planning, aiming to achieve specific goals and objectives. Finally, it culminates in the preparation of a business marketing plan tailored for Sainsbury, offering insights into the company's approach to the market. The report is a valuable resource for understanding marketing principles and their practical application within a major retail company.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 .....................................................................................................................................1
P1 Key roles and responsibilities of the marketing functions.....................................................1
P2 Roles and Responsibilities of marketing in context of the organisation................................4
TASK 2............................................................................................................................................6
P3 Evaluate marketing mix for market planning to achieve goals and objectives......................6
TASK 3 ...........................................................................................................................................9
P4 Prepare business marketing plan for entity............................................................................9
CONCLUSION.............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing is defined as the process of studying and managing the exchange of
relationships among the employees. It is a tool which is acquired by an organisation for selling
the products and catch the awareness of increasing large size of customers(Perreault 2018). In
addition to this, it involves several actions like advertisement, research of marketing,
communicating, delivering and many more which could results in increasing the productivity and
profitability of a company. The concept of marketing is time consuming and require proper
planning and strategies to carry put the process in proper manner. In context to Sainsbury
company which is a second largest grocery store in UK. It is founded by John James Sainsbury
in the year 1869 in London. This company deals in retailing grocery items and clothing of
households and electricals. This could offer the wider scope in the financial services. Further,
this report includes relationship of marketing department within different areas and a comparison
between Sainsbury with rivalry company Tesco with the marketing mix process. In addition to
this, it also includes evolution of marketing plan for Sainsbury company.
TASK 1
P1 Key roles and responsibilities of the marketing functions
Marketing is refers to the fixed set of several actions which is regulated by an
organisation in such a way to interchange their ideas and opinions towards the products and
services which are provided by them. Further, it provides the customers to satisfy their needs and
wants through a benefit exchange. It is the particular element of management of business and
commercialism. In addition to this, it signifies the promotion of goods and services in order to
increase the productivity and profitability of a company.
Concept of Marketing: It focuses on the beliefs which the companies could appraise the
needs and wants of customers and further it took decisions efficiently and effectively so that they
would satisfy the necessities of their customers(Nirschl and Steinberg 2018).
Current and Future courses of Marketing: In recent competition, marketing process is
rapidly changing because the business is processing on the regular intervals. On the basis of
investigation, it has been examined that Sainsbury is exploiting written media for performing the
marketing actions. It further involves advertisement by newspapers, magazines, pamphlets and
many more. This company has offered quality food earlier in 2017 and to maintain its quality

from incline to 3000 own brand products. Its mission is to increase more retail store for better
productivity which lead to growth in the future. The marketing manager of this company choose
social media level for the effectiveness of marketing implementation. In addition to this, it also
provides the large customers to attract for that particular product within a less time. This
technique is very useful for the development of marketing in order to increase the profitability
and productivity and also high market share of Sainsbury.
Marketing process: The process of marketing determines the involvement, demands,
needs and wants of the customers which is utilised by Sainsbury. It further involves the various
steps which are described as follows:
 First step: In the first step, the management team of Sainsbury analyse the
external(macro) opportunities which are accessible within the market. It further involves
demands, needs and their requirement as per on the basis of its customers. It provides the
customer loyalty scheme 'Nectar reward card' which is famous between the many
customers(Purvis, 2016).
 Second step: After determining the market structure, Sainsbury company has the target
based marketing which makes maximum outcomes for this. In addition to this, potential
customers are classified on the basis of varieties of products which are offered within the
market.
 Third step: After recognising the market, the manager of marketing team of the
company evolve an effective and efficient marketing plan in order to achieve the target
goals and encourage their products and services to its customers.
 Fourth step: This is the last step of marketing process which carry out the further
strategies, plans and procedures which is developed by the team members of marketing
management for the goal of boost their products and services in a efficient and effective
manner(Campbell, Martin and Fabos, 2018).
Sainsbury is a retailing grocery based company in UK which renders high quality of
products and services to their potential customers through worldwide. For instance, this company
offers groceries of fresh foods with a high quality which is famous among the large customers as
well as electricals items for the household purposes. It is further analysed by the management
team of marketing to execute several actions in order to assist in creating more profit. For the
present scenario of Sainsbury, the marketing team plays a significant role for the growth and

existence of the company. In addition to this, the effective marketing activities of a company
would engage more customers in order to maintain the brand efficiently and effectively.
Moreover, it has the several marketing functions of this sector which is discussed as follows:
1. Market information: It is the first function of marketing in which the team of marketing
management of Sainsbury analyse the whole market for the aim of recognising the needs
and demands of the customers. It plays a important role while analysing the market
conditions for the product information. It provides the overall information about the
product and the market workplace.
2. Financing: Marketing manager could also performs various actions of the finance
department. In addition to this, the manager of Sainsbury influence the decisions towards
the every actions which is performed through pricing of products. The company could
maintain healthy and good relationship among them. Finance department involves the
capital for running the business(Baker, and Saren, eds., 2016).
3. Market planning: This function involves the manager of marketing team to develop
effective and efficient plan in order to achieve the goals and objectives. It further prepare
the marketing plan to fulfil the target market. In addition to this, it improves the image of
brand and increase the market share of Sainsbury. While the functions are evaluated then
it is essential to execute the planning for development of products and services.
4. Product designing and development: This function focus on the development of
innovative products and grasp their attention towards the large customer base. In context
to Sainsbury this would focus on the development of new products after analysing the
whole market. Designing of product lead to motivate the employees towards the products.
It involves development of products to the final production(Haywood 2019).
5. Exchange functions: With reference to Sainsbury, it involves recognising the needs and
wants of the customers of marketing team members analyse the present conditions of the
market. This could provides benefits of the company so that they could satisfy and
motivate their potential customers. In addition to this, the exchange function involves
advertisement, sales promotion, distribution channels and many more. This function
would further enables to increase the sales of a company in order to raise whole
productivity and profitability of the company.

6. Distribution channel: By using this function of marketing the transportation and
transmission of dispersion are being utilise by the marketing management team members
which could provide products and services efficiently and effectively to the prospective.
In context to Sainsbury, marketing team members utilise both the transmissions online
and offline which could catch the more customers to attract towards their products. If
online transmission is done it provides the goods by websites and further the offline
products are accessible at the grocery store and the departmental stores etc.
Contribution of marketing- In an organisation, marketing is plays vita role in business.
This is because profit and sales is generated through this at wider level. Without marketing, firm
is unabke to explore new opportunities. Also, it is crucial for business environment because it
assists marketers to examine the needs as well as demand of their customers at wider scale.
Critical discussion- In UK, business environment is affected by market at large level. This is
because all activities, business operations and functions are connected with marketing & its
elements. So, without adopting this it is not possible for enterprise to achieve goals as well as
objectives.
From the above described marketing functions, it has been analysed that the marketing
functions plays a significant role in growth and survival of a company. In addition to this, the
company could increase the whole profitability and productivity within the market. Further, it
would examine the functions of marketing team that plays a effective and efficient role within
the organisation and outer of the enterprise(Baker and Magnini 2016).
P2 Roles and Responsibilities of marketing in context of the organisation
It plays a significant role in marketing management in order to maintain the growth and
sustain in the market for a long period of time. With reference to Sainsbury, manager of
marketing sector of the company is interconnected within the various divisions of the
organisation. While the market is researched the marketing manager of a company is attach with
the customers on a daily base and also examine their needs and wants in order to increase the
productivity and profitability. The relationship of marketing sector is described as follows:
Marketing and Finance: The finance sector of a company could increase its profitability
within the competitive marketing workforce. Furthermore, the large number of customers would
attracts with regard to Sainsbury thus they provide fresh and healthy food which could results in

increasing the products brand image. For instance, the wide range of customers affect on the
sales of a company that lead to increase the goodwill of a company. In addition to this, finance
department would enable to assign more funds in order to execute their functions in a efficient
and effective manner. The manager of marketing management would involves straight
combination to the finance sector as it provides more funds in for the development of innovative
products. This could displays both the sectors like marketing and finance which are connected
with each other(Bünte 2018).
Marketing and Human Resource: Human resource plays a significant role in every
organisation of a country. Human resource department is affiliated to the marketing department
of Sainsbury company. In addition to this, the products and services of marketing management is
to promote and further it fulfil the needs and wants of potential human resource. It also provides
job opportunities for a large size of employees through its brand image and high level of
goodwill. For instance, it displays the marketing sector of a company which are interconnected
with the human resource department and also it plays essential role for attracting more
customers. However, it implies on the available resources in the marketing functions.
Marketing and Production: This refers to the marketing members of management
which is interconnected with the manufacture team because this enables the production of goods
as per the requirements and needs of their customers. Marketing sector would communicate the
needs and wants of customers in order to change their products to meet the anticipation of the
customers(Faßmann and Moss 2016). For instance, at the time of offers and discounts the
marketing team of Sainsbury increases their working hours for more production in order to meet
needs and wants of customers which lead to be high as comparison to the ordinary days. In
addition to this, the manufacture and marketing sector are interconnected with each another and
also they work through the combination of both the sector so that they could attain the predefined
goals and objectives of a company.
Marketing and Research: The research department of a company would enable for
gathering information that could provides the employees for promoting goods and services
within the market workforce. In context to Sainsbury this would recognise to found the needs
and wants in the present course which helps in collecting the information. In addition to this, the
efficient and effective marketing plan which is developed by the marketing sector that is utilised
in order to attract an motivate them for the brand. Furthermore, this research involves providing

the marketing team members so that they could catch their awareness towards the more
customers. However, this displays both the department which is research and marketing that are
interconnected with each another.
From the above description, it has been analysed that the marketing involves in the
various functions of management like Human Resource, production or manufacturer, Research
and Finance departments(Stern, and Porr 2017). When the requirements and demands of the
potential customers are fulfilled then a company could lead to increase in profitability and
productivity. In context to Sainsbury, it would plays a essential role in formulating the needs of
the customers and also satisfies them. It further helps in attracting and motivating the end users
to meet their demands whenever required. The research of goods and services analyse the
product differentiation and the quality of their brand image. It emphasis on the goodwill of a
company for its high quality and better productivity.
TASK 2
P3 Evaluate marketing mix for market planning to achieve goals and objectives
Marketing mix is a tool used by marketers and organisation to target market as well as
customers with effective strategies. It helps business to formulate policies,procedures and
effective decision making process so that functions and operation of business can performed in
appropriate manner(Zheng, Moh and Moh 2017). Thus, it act as a support tool for entities and
guides them in marketing and sales process. With help of marketing mix, it assist firm to analyse
the target customers and reduces errors in the marketing process. SAINSBURY'S, multinational
retailing organisation headquartered in UK. Entity is second largest and biggest retailers and
supermarket and giving a tough competition to its competitors such as TECO, Morrisons, ASDA
etc. Firm provide and deliver quality of goods and services to customers and clients.
Organisation has wide network and is performing its business operation at national as well as
international level. Due to dynamic approach and effective measures, customer ratio of entity is
increasing at rapid level. Many small retailers has joined business with SAINSBURY'S which
assist firm to expand their business which leads to increase in growth and overall development.
Organisation deals with wide variety of groceries products and provide a total satisfaction to
customers. Firm uses marketing mix to survive in this competitive market which has been
described below-

7p's of Marketing mix are-
Product A product is a thing or object used and provided by marketers as
well as organisation and deliver to the customers to satisfy need and
demands . SAINSBURY'S deals with variety of products such as
health and beauty, cosmetics, food ingredients etc(Zackariasson and
Dymek 2016). Firm provide products which are essentials and
satisfy customers demands and basic needs. Entity has been able to
attract customers because they have been able to target the
requirements of customers. Whereas comparing it with TESCO, they
provide products mostly of premium prices and target market
accordingly.
Price Price is the mode through which process of exchanging goods as
well as services can be performed. Price is important in marketing
because it decides the value of product and services. Price strategies
should be analysed and used in proper manner. Because product of a
price reflect sales process outcomes. Different types of prices are
used by firm such as skimming, economy, penetration,premium,
captive neutral etc. It depends upon entities decision to adopt which
type of pricing strategy. These various types of strategies assist in
determining customer behaviour, perception, feedback and
preferences. Pricing of a product should be done by a proper market
research and analysing business competitors. SAINBURY'S uses
psychological pricing strategy because customers needs necessary
products and firm provide them with affordable prices. Sometimes
this strategy can be based different types of prices depending upon
customers behaviour as well as perception. If compared with
TESCO, it uses cost leadership pricing strategy in which products
are provided to customers at lower cost and which boost the business
at rapid level. Thus, to overcome with rivals and competitors
SAINBURY'S should use effective price strategy to acquire more
customers and opportunities(Okumus and Cetin, 2018). Whereas if

compared it with Tesco, they are planning to adopt penetration
pricing strategy so that they acquire more customers.
Place When launching a business it is essential for firm to decide proper
location for carrying out their activities. Place is crucial for every
firm to because acquisition of customers depends upon ease of place
where product can be easily reached and consumed. SAINBURY'S
has established their branches in UK at several places like,
kingsway, borough high street etc. which are nearby to customers
and products can easily purchased, sold and consumed by the people.
With proper identification of place it become easy for firm to find
resources, efficient manpower and ample number of customers.
Also, customers only prefer those products which are easily access
by them that is why location is important and essential to identify.
Comparing it with Morrisons, branches of the firm are situated in
within the city where small retailers also give tough competition to
the business.
Promotion Once the place has been decided it is important to market and
advertise the product with help of promotion and advertising.
Creating awareness about the product is necessary in business so that
opportunities can be avail at wider level. SAINSBURY'S advertise
and promote their product at broad level. This is done by adopting
various digital platforms such as you-tube, Facebook, Instagram, e-
commerce websites etc. Promotion assist business to expand at rapid
level and across the globe. Promotion and advertising both are
crucial and effective strategies to market and promote the product of
firm. SAINBURY'S is also using online platform and its own
websites to deliver products online to customers. This helps their
business to acquire more customers and to avail opportunities.
Comparing it with TESCO, they do their promotion at larger level to
attract the market and customers mostly by using technology.

Physical evidence A physical evidence indicates that product is physically present.
Things which are tangible in relation with product. Product is
tangible and provide its physical evidence in the form of packaging,
processing, transportation etc. In context to SAINSBURY'S, they
have ample number of production units which provide physical
evidence of a their product(Cluley 2017). Physical evidence play
important role in targeting market as well customers. It is necessary
for firm as well as customers because they assists in elimination of
error, fulfilling more demand and requirements etc. Whereas its
competitors like TECO has both online and offline physical evidence
of business and product.
People People are those which directly counter the customers face to face.
Such people comprises of salesperson, delivery man, etc. These
types of people includes how they behave with customers, provide
information about the product etc. In relation with SAINSBURY'S,
employee size is larger and every subordinates works with ethics
and values which leads to satisfaction and positive feedback by
customers. Due to high morale and friendly environment by the
firm , personnel become task and goal oriented which results in
reliable output. Comparing it with rival such as TESCO, salesmen of
firm are more efficient and manage customer relationship
management in proper manner.
Process It refers to a process in which firm carry out direct and indirect
activities such as how subordinates deliver the product to customer
and how many times customers query about the product etc. Such
types of activities take place and has a impact on firm goodwill.
SAINSBURY'S take effective measures about their sales and service
provided to customers and maintain a positive relationship between
customers and firm. In relation with TESCO, they are focuses on
goodwill of firm and handle end users accordingly.

SAINSBURY’S can use these 7 p’s tactics as competitive advantage by proper market
research and awareness about different competitors and rivals in market which affect the
business productivity at wider level. Skills, knowledge and expertise will help firm to gain
competitive advantage from other entities.
After a brief analysis of marketing mix it is stated that firm require different modes of
tools, technologies and models in marketing process. Thus, it is seen that 7p's of marketing mix
is effective tool which assist business and entities to explore market as well as opportunities at
wider level(Karnaukhova, and Polyanskaya 2016). So, this tools helps business in generating
new ideas and wide network is acquired by firm because it is is a process so, meeting of new
people leads to a strong connection and relations. By implementing marketing mix, chances of
errors and conflicts get reduced and a positive environment is established in organisation.
Strategic marketing plan
Marketing goals- Main marketing goals of Sainsbury is to deliver quality of products and to
acquire the large market share growth.
Marketing strategy- The chosen firm strategy is to use adopt market development in
effective so that goodwill of entity increases.
Risks- Company also does have risks such as rivalries, impact of Brexit in UK etc.
Evaluation-
Advantages
It helps in taking decisions in proper manner so that firm is gets prepare for market
known and unknown situations.
Disadvantages
It is time consuming process and requires high level of skills as well as knowledge.
TASK 3
P4 Prepare business marketing plan for entity
Marketing plan- Marketing plan refers to a document which specifies the business
activities which has to be carried out. It other words, it depicts the business goals and objectives
with marketing concept. A marketing plan is important because it assist business and
organisation to analyse the cost of production, strategies and tactics, target customer etc. So