BTEC HND: Sainsbury's Marketing Plan & Mix - Marketing Essentials

This report provides a comprehensive analysis of marketing essentials, focusing on Sainsbury's marketing plan and mix. It begins with an introduction to marketing essentials and their role in identifying customer needs and building relationships. The report then delves into the roles and responsibilities of the marketing department within an organization, particularly in the context of Sainsbury's. It covers topics such as customer satisfaction, marketing strategy setting, brand equity, target market identification, and budget management. The report also compares and evaluates the marketing mix of Sainsbury's and Zara, examining product, price, place, promotion, people, process, and physical evidence. Furthermore, it outlines tactics for achieving marketing objectives and presents a marketing plan for Sainsbury's, including a company overview, executive summary, and strategies for expanding into new markets like India with traditional wear. The document is a valuable resource for understanding marketing concepts and their practical application in a real-world business context.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
PART 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
PART 2 (a) ......................................................................................................................................3
Comparison and evaluation of marketing mix of Sainsbury and Zara........................................3
Tactics for achieving objectives..................................................................................................5
PAR 2 (b).........................................................................................................................................5
Marketing plan for the organisation............................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing essential is known as the tool which is utilised by the organisation in order to
identify needs of their customers and making effective relationship with them. This tool is
helpful for the business in establishing strategies by which needs and demands of customer can
be satisfied and on the other side profits can be earned. In the current market scenario marketing
is known as the essential aspect which is helping the business in making robust plan to explore
sustainability and customer relationship (Pike, 2015). For the major purpose of attaining huge
share at marketplace innovative marketing strategies are required to be prepared which leads the
organisation to reach to their targets and achieve sustainability in lesser period of time. This
report is prepared in order to understand varied concepts of marketing and marketing mix. The
report is wholly based on Sainsbury which is a British supermarket chain, situated in UK. This
report is related with introduction of marketing plan by which Sainsbury may create plan to
attain long term objectives.
MAIN BODY
PART 1
Roles and responsibilities of marketing in relation to the context of organization
The marketing department is having role to execute various roles and responsibilities within an
organisation so as to achieve organisational goals and objectives in proficient manner. Marketing
department is the most crucial department in which managing functions of enhancing brand
image within marketplace and up-keeping organisational objectives.
Sainsbury is managing their marketing department in effective manner so as to execute various
functions which could lead them to enhance their share in market and creating path of goal
achievement as well. On the other hand marketing department of Sainsbury is putting their
efforts to make robust plans in market expansion at various countries. The roles and
responsibilities of marketing functions are explained as under:
Attainment of customer satisfaction: This role is related with various function in which
demands and needs of customer can be met so that goals of the business can be aligned to
demands of customer. In order to attain high quality in products this is imperative that customer
base is to be enhanced in such a way that profits can be earned by the business. In the context of
Sainsbury the company is engaged in propounding robust marketing strategies in which they are

collecting feedbacks from their customers. This is helpful for Sainsbury in aligning their business
objectives with needs of their customers. Sainsbury is totally dedicated to their loyal customers
and under this the company is continuously asking regrading their experience to them. With the
help of this interaction Sainsbury is trying to upgrade their products and services so as to attain
prominent edge in competitive market.
Setting marketing strategy: Marketing department of any organisation is having role of
making marketing strategies by which targets of the business can be attained. With the help of
market research all the procured resources of the business can be efficiently utilised. For setting
up relevant strategy and to expand business prominent strategies are required to be made.
Promotional decisions are one of the crucial decision within marketing strategy and this is
associated with discounts, sponsorship and other offers. This is assisting Sainsbury in
intensifying market image and market edge.
Brand equity: This is significant that for any business it is imperative that brand and
market image is required to be intensified as these aspects are the factor which decides business
relevancy and market capture. Brand equity is defined as worthiness of brand within
marketplace, under this aspect efforts are exerted so as to intensify business image and to
enumerate customer satisfaction as well. In the background of Brand equity the marketing team
of the company is trying to put prominent efforts for enhancing brand image.
Identification of target market: Another essential role of marketing department is to
identify target market and identify target customers as well. This is crucial for achieving high
sales and desired profit that businesses try to develop attainable strategies. For the major purpose
of recognising target market there are various steps which are to be followed by the organisation
such as to go for primary research, and then examine positive and negative aspects of differential
markets. In the reference of Sainsbury the company is targeting on those customer who are prone
to buy groceries and other items. This is helping the company to expand their market size and
unleash various new market portions.
Managing marketing budget: For carrying out various marketing activities budget is
the constraint which is essential to be decided so that get assistance over marketing activities. In
order to complete an activity in proficient manner proper funds are required to be exerted so that
no situation of fund shortage can be seen. Marketing department is responsible for take decisions
regarding marketing activities and their budget in order to eliminate shortage fund situations

during performing project. For Sainsbury various marketing strategies are adopted by them and
this is the reason that company is efficiently executing their marketing strategies in which they
are prominently using their resources so as to attain competitive edge against their rivals.
Roles and responsibilities of marketing relate to the wide organisational context
 Marketing and human resource department: In marketing department various
activities are executed by varied personnel and these are recruited by HR department.
Requirement of marketing department is conveyed to HR department so that to help them
in recruitment process.
 Marketing and human resource department: This interrelationship is helpful for both
the department as needs of marketing department can be fulfilled by HR department so
this enables both the departments in recruitment and establishing marketing strategies in
effectively. In the background of Sainsbury this interrelation is helping company to
gather various information in such a way that no miscommunication may arise.
 Marketing and finance department: For a business organisation their backbone is
known as funds and financial support. In the context of Sainsbury as they are willing to
expand in various marketplace by using various marketing strategies. The departmental
interrelations within marketing and finance department is advantageous for the business
so as to operate activities in effective manner.
 Marketing and information technology department: The marketing department is
having responsibilities of making marketing plan and on the other hand IT department is
having responsibility of developing IT software for each department in order to manage
all the activities in effective manner. Marketing department is making plans as by taking
help of developed software of IT department and this enhances inter departmental
communication in most effective manner. Sainsbury is having robust inter functional area
communication which enables them to prepare effective marketing plan.
PART 2 (a)
Comparison and evaluation of marketing mix of Sainsbury and Zara
The marketing tool is a strategic formulation that is being used by the business in order to
attract and attain attention of larger marketplace. It is also being used to influence the marketing

behaviour of the business and in this suitable decision are taken by the company through which
more success is achieved in timely constraints (Braciníková and Matušínská, 2017). In this
Sainsbury has implement different strategy as in order to manage the pricing strategy and
promotional activities. The marketing mix in respective of comparison as in between Zara and
Sainsbury is as explained below as:
Basis Sainsbury ASDA
Product Sainsbury is a company that has offer
variety of offering which includes bakery
items, frozen items,. Beauty products,
health and drink offering and many
others. It also offers entertainment
services, electronics and the clothing
options to customers.
Asda is a business that is known for the
selling of the offering such as drinks,
food, bakery items, beauty and heath,
toddler and kids offering, pets and many
others.
Price The Sainsbury has offered different
products at competitive prices and target
middle income level group. In context of
it they have maintain clear focus while
segmenting the marketplace (Cooper,
2016).
Asda has maintained its focus to produce
fashionable clothes but with competitive
price or cost. In this they have influence
middle class people in easiest manner.
Place Sainsbury has better position in the
aggressive marketplace as in this they
have gain significant place over
international prospect. Sainsbury has
worked around 500 stores as all across 50
nation.
Asda has larger presence in the market
as they have covered around 340 stores
and 211 supermarkets and 33 hyper
markets in order to provide products to
customers.
Promotion Sainsbury has promote its product while
collaborating with the famous celebrities
so that they have endorsed its product
and services in the marketplace. It
provide strong presence at global level. it
Asda didn't invest its funds in marketing
strategies and along with this they have
maintain clear focus to emphasis
productivity by offering quality products
and invest in new store opening rather

makes use of social media to promote the
business.
then in marketing. It makes use of
YouTube and Facebook to market their
brand equity.
People Sainsbury provide training and
development to its employees so that
they could easily processed its working
with more perfection (Mehta and
Kaushik, 2015). It is also being used to
enhance skills and talent by which market
goals is attained in timely basis.
Asda has develop and design different
policies for its employee and for this
they have provide training as well. In
this employee ability is enhanced and in
this they could easily satisfy the demand
of customers.
Process Sainsbury is an international brand and it
is well known for transformation of
quality products and services. In order to
manage the working Sainsbury makes
quality control in order to increase
market presence.
Asda is also been an international
company and have worked with
different portfolio through which its
market presence is increases. The
company has following free billing
program and in this they have attract
more of the potential customers in
easiest way (Purvis, 2016).
Physical
evidence
Sainsbury has differentiate its goods from
other and for that they have make certain
level of innovation and technological
advancement. In addition create different
selves in its stores that make easy for
customer to select its personal choice
products.
Asda has more advanced stores and it
make comfort for customer in order to
identifies its suitable service.
Tactics for achieving objectives
The tactics are the set of action that is performed by the business as in order to achieve the
standardised objectives in effective manner. The marketing mix of Sainsbury assist to
formulation of target and objective so that productive amount of changes is implemented

successfully. The business has planned to open new stores and for that it is essential to
implement strategy so that better values and image is circulated in the marketplace (Piñeiro-
Otero and Martínez-Rolán, 2016).
PAR 2 (b)
Marketing plan for the organisation
A marketing plan is known as the plan in written form which is used by the company in
order to execute their marketing strategies in sufficient manner. For business expansion and to
intensify customer base this is imperative that marketing plan is adhered to actual actions.
Marketing plan for Sainsbury is elaborated as under:
Company overview: Sainsbury is a market leader organisation headquartered in UK.
Sainsbury is having huge product portfolio of products (Pike, 2016).. In current time Sainsbury is
having 9862 employees which are handling business in various locations. The company is
planning to intensify their market share by introducing new product range of traditional wear in
India.
Executive summary:
Sainsbury is trying to launch range of traditional wear in India in order to grab high
audience for this sector. These cloths are made from high quality material and which enable the
company to enhance their customer base and profit as well. This expansion is making them to
attain new market segments and new customer base as well.
Vision: Vision of Sainsbury is to enhance value of their brand in marketplace by providing
their customer distinct items.
Mission: Mission of Sainsbury is to obtain high value from their customer in order to
manage integrity and market availability (Rancati, Gordini and Capatina, 2016).
Objectives: The primal objective of Sainsbury is to enhance their sales by 12% in next 12
months by rendering new designs traditional wears.
Situational analysis: SWOT analysis on Sainsbury is elaborated as under:
Strength Weaknesses
 Sainsbury is having prominent brand
image due to which they are able to
attract more customer to make buying
 Sainsbury is having competitive
pricing policies in which this is giving
weakness to the company. In market

decisions.
 Sainsbury is keeping huge portfolio
of products and this is the major
reason that they are able to deal with
their rivals in most efficient manner
(Okumus and Cetin, 2018).
there are huge competitors which are
ready to sell products in cheap rates
compared to Sainsbury.
 Customer are having dynamic choice
and needs due to which adverse
impact on sales and profits.
Opportunities Threats
 Sainsbury is having opportunities to
tap into new market segment in order
to explore new opportunities existing
in the marketplace. As the company is
entering into market segments of
India with their new range of
traditional wear.
 In current market customer are
actively supporting new brands and
new trends. So under this Sainsbury is
having opportunities to place their
traditional wear in distinct manner.
 In market Sainsbury is having huge
rivals. These competitors are
providing same range of products and
giving threat to the company.
 In India traditional wear is highly
acceptable but at the same time so
many homogeneous products are
available in the market due to which
threat of brand replacement is existed
with Sainsbury.
Strategy:
Segmentation Segmentation is categorised as the procedure in which customers are
bifurcated by the company in order to regard their target customers. Sainsbury
is planning to segmentise their customer on the basis of lifestyle and income.
Targeting Sainsbury is willing to utilise targeting strategy so as to recognise their target
market and customer as well. For this reason the company is using social
media marketing in order to promote their new product segment.
Positioning Positioning strategy is used by Sainsbury in order to provide position to their
brand. In order to attain high value this strategy is useful to make purchase by
their customers (Wilson, 2017).

Tactics: 4p’s of marketing mix
Product Traditional wear are manufactured by high quality clothing material. These cloths
are suitable for skin of customer and hence high recommended by them.
Price For this company is using low pricing strategy in which they are targeting elite
customers so as to enhance profit and to meet expectation of their customer as
well.
Place These cloths are sold at newly opened store at India. On the other hand for
traditional segment company is ready to open a brand new store specifically for
these clothings.
Promotion Sainsbury is planning to use social media and celebrity endorsement for promote
their new segment of product which is traditional wear (Akbar, Omar and
Wadood, 2017).
Budget estimation: The company has estimated £ 160,000 for developing and launching
this product as given below
Specifics Amount (£)
Latest technologies 90000
Promotional strategies 20000
Product development resources 20000
Training and development 30000
Monitoring Control: This is required for Sainsbury that after the execution of marketing
plan they measure efficiency of their plan in order to recognise market response. For this KPI is
used by them so as to measure organisational performance at every aspect. On the other the
management of Sainsbury is comparing expected and actual performance in such a way that to
determine any variations (Uncles, 2018).

Media plan.
Media Plan:
This plan is the process of identifying the way of presenting, time and duration of presenting and
place where the marketer or maker can run their advertisement. The sole motive of the media
plan is to provide larger amount of spectators to target and provide knowledge to more audience
about the related product, service or anything that wants focus and that is being advertised. This
also gives the marketers information about the availability of all options in market to select the
best media platform according to them. Through a good media plan, an organisation can achieve
a famous and strong position in the market by making the people informed about them or their
product / service. Use of an media plan helps a company to raise brand awareness in the market.
A related plan can be comprised of many different elements that are needed to be considered.
Different types of media plan in context of Tesco are explained in the below points :
 Running time – The media plans have fixed time schedule, the different time limits or
periods have different charges for them accordingly. Tesco has scheduled to run their
campaigns for a long period of 5 months. The main motive due to which the long
duration is chosen is to make a longer impact on the audience.
 Campain type and relation – This elements states the designation of a campaign.
Tesco's media plan focuses on making a good and healthy image of the company in front
of the spectators which provides the satisfactory products or services to them. Different
types digital media and social media platforms such as Facebook and twitter are used by
it to promote its products.
 Objectives – This provide with the aim of the advertisements. The aim of plan provided
by Tesco is to enhance the brand image of the products of the related company. The
stated objective of Tesco is to increase the sale and revenue of it by 30% and profitability
by 40% on an international level.
 Target audience – As stated, this comprise of the targeted audience or customer of a
firm. Being a supermarket chain, Tesco target the middle and upper class common
people. To target them, it uses media plans which shows the relation between families
and target the necessity of the provided products.
 Medium of Marketing Campaign – Through this the selection of the category of media
plan is done. Tesco targets some different media platforms such as social media

( Instagram, Facebook, twitter and Whatsapp) and print media (newspaper, banners and
templates).
 Content – This is consisted of the main topic such as mission, vision and messages to
attract the customers. The advertisements of Tesco must contain al these elements with a
beautiful message or quote and respect towards nature that can make people feel related.
 Recommendation – The leading company, Tesco has been recommanded before
launching any media plan, it must consider all the internal and external factors that
should be used in it with the changing trends for making a better affect on the viewers.
 Justification – To conclude this, Tesco must have to include proper feedback and review
process which can help it in understanding the needs of the market to evolve and develop
its products accordingly.
 Media budget – This is the finance related factor that has been allotted by the
organisation. The media plan of Tesco includes the following expanses provided in a
tabular form.
Particulars Amount
Equipment 160000
Advertising 40000
Promotional tools 10000
Media house 10000
Total 2, 20,000
CONCLUSION
From the above detailed report this can be deduced that marketing department is having
major role in succession of an organisation. The marketing department is putting efforts to
understand needs and demands of their customer so as to modify business offerings. On the other
hand marketing department is making high end efforts to examine most prevailing strategy so as
to place organisational offering in most prominent manner in market. Marketing mix is an