Marketing Essentials: Sainsbury's and Asda - Marketing Mix and Plan

This report provides a comprehensive analysis of the marketing essentials of Sainsbury's and Asda, two major players in the UK retail market. The report begins with an introduction to marketing essentials and the competitive landscape of the retail sector. It then delves into a detailed examination of the marketing mix (product, price, place, and promotion) for both Sainsbury's and Asda, highlighting their respective strategies and approaches. The report also includes a SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats for Sainsbury's. Furthermore, it outlines a marketing plan, including objectives, PEST factors (political, economic, social, and technological), and the STP (segmentation, targeting, and positioning) approach. The report concludes with a discussion of the overall marketing cost, including budget allocation, and the tools used for monitoring and controlling marketing activities, such as KPIs and benchmarks. The analysis provides valuable insights into the marketing strategies employed by these two major retailers and their efforts to maintain a competitive edge in the market.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
LO2..................................................................................................................................................3
Marketing Mix of Sainsbury's and Asda.....................................................................................3
LO3..................................................................................................................................................5
Marketing Plan.............................................................................................................................5
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing essentials refer to the process in which all the marketing tools and activities are
included, the marketing is one of the important factor for the organization to work in the best
ways in promoting the product and services of the Sainsbury's. Sainsbury's is one of the leading
retailer company in the UK market with a lot of market share in the market with the competitor.
Retail sector is one of the biggest market in the UK where the competition is so tough and its
very difficult to maintain the top places in the market and the company is leading this market on
top from the origin.
LO2
Marketing Mix of Sainsbury's and Asda
Asda Sainsbury's
Product Asda working in the retail
sector products including food
product, kitchen product, diet
product, clothing product,
outdoor products, insurance,
pet product, laundry product,
household, money travel,
credit cards (Perreault,W.D.,
2018) Product helping the
company in acehiving the best
of the goals with the variety of
the choices they are giving to
there customer.
Sainsbury's product range
include the household
products, credit cards,
insurance, kitchen products,
and other products with 15000
own brand product. Food
product, drink products,
electronics, clothing,
entertainment etc. Sainsbury's
are keep on trying to make
more of the product which can
help the company in getting
more profit and provide
services for the audience in a
low cost product.
Price Asda pursues the low cost
product in the company which
Sainsbury's focus in providing
the fair price product with

help in the better performance
as low cost attracts more
audience in the market which
help company in growth. Low
pricing strategy increase the
sale with good quality.
variety of choices to its
customer so that they can
select according to there taste
and preferences.
Place Asda provide both the channel
which are used by most of the
companies as online and
offline both are important for
the company to get good result
in the market and increase
market value, brand value.
Sainsbury's provide plenty of
online and offline product and
follow both the channel of
distribution so that they can
attend more of the customer
which can help in getting the
business objective completed.
Promotion Asda use variety of promotion
ways to advance the company
product and services in market
on a broad linguistic context so
that company can compass
majority of the population and
aware about the company
product and services from
Asda to its customer. .
Sainsbury's use variety of the
promotion activities in the
business organization to keep
aware the customer about the
company deals and services
which aid in getting better
execution of the company.
Promotion includes the media
promotion, online marketing
etc. Publicity help in getting
more of the people from
various places and also
addition the measure of the
brand.
Process It includes the process in
pickings the orders from the
customer and the commerce
Sainsbury's process the work in
giving the best of customer
experience by providing the

method process in the best
ways so that the customer does
not need to delay for a long
period
operation and services which
can limit the time of customer
and save customer time &
solve there queries.
People People include those who
piece of work for the company
and there are more than
160,000 people working in the
Asda, Asda provide the best of
the services to its people and
gave a good remuneration.
Sainsbury's have worldwide
global business which include
plenty of employees and
people work for the company
and Sainsbury's main aim is to
provide the best opportunities
and services to there people so
that they work better and
improve performance.
Physical Evidence Physical Evidence refer to
those services which the
company provide in the
physical way to the customer
including stores etc.
Physical Evidence is important
as the first impression can
change a lot of thing for the
company and for that
Sainsbury's have put a lot of
efforts to attract majority of
audience.
LO3
Marketing Plan
Marketing plan is a plan which include different task is being performed by the company
to achieve future goals of the company and can make the best of the plan to achieve future goals
& objectives.
Executive Summary
Sainsbury's is one of the leading retailer company in the UK and company use various
tools to increase the shares in the market.
Objective

1. To increase the sale of the Company by 12% globally.
2. 8% sale growth of organic product in London.
3. Increase of turnover from previous years.
4. Increase in quality of sale and promoting of organic product.
SWOT Analysis
This tool is used to observe the micro environment of Sainsbury's..
Strength: -
The strength of the Sainsbury's are the brand value in the market, the loyalty of quality
services and the low cost strategy of the company,expansion moves of the brand, which help in
increasing of sale.
Weakness: -
The low margin affecting the company in such a huge market and lacking in the growth
of the company on wider context, and the growing cost which required finance is affecting the
company profit(Heroux and Clark, 2017).
Opportunity: -
Growth into the villages is a great opportunities for the Sainsbury's to expand into more
places. The evaluation is one of the opportunities for the Sainsbury's in the new market and new
places for better profit margins.
Threat: -
The biggest threat is the competition in the market and few competitor which are
affecting the company market like Tesco by their strategy marketing etc. Tesco and Asda are two
of the biggest rivals for the company in the UK market and are giving a tough competition.
PEST Factors
External environment factors of the company(Blythe, J. and Martin, J., 2019). External
environment refer to all the external factors which affect the company in the process of the
working and in business units and operations.
Political: -
The relation with the Qatar in the UK impact the company and the implication of Brexit
in the business. Other political factors include the political policies and working conditions in the
UK for the company.

Economical: -
The affect of covid-19 on the people are impacting the Sainsbury's in the business and
they need to prepare accordingly.
Social: -
Social factors are being taken care by the Sainsbury's as they provide food in ways to
maintain the culture for ex. The halal meat for the Muslims etc. Social factors need to be
consider while doing business as it help the company in achieving the good brand image in the
market.
Technological: -
Technologies to be advanced in the future with more advancement in the technology with
innovations to ease work. Technologies are one of the factors where the company is putting a lot
of money as it is important for the company to provide the best of the technological to its
customers as well as to the employees & the management to work easily ad better improvement
in the performance.
STP (Segmentation, Targeting and Positioning)
It is a way of marketing communication to attract customer by Sainsbury's.
Segmentation: -
Segmentation is the process in which company segment the market and provide the
product and services accordingly. The Sainsbury's perform the segments into these
demographic, psycho graphics, lifestyles etc.
Targeting: -
Target refer to the selected segments by the Sainsbury's. It involve the segments of
income, age etc. which attract the customer and company make strategy according the target.
Positioning: -
Positioning is a way in which company provide the facility of online and offline services
to the customers in target market (šoraitė, M., 2016). Both the channels help the company in
achieving more of the target customer on a wider scale & platform
Budget:
The overall marketing cost of Sainsbury's is £5000 and the implementation is £6000

Bases Cost in Pounds(£)
Raw Material 2500
Supply chain system 1500
Labour and Staff 500
Advertisement 1000
Miscellaneous 500
Total £6,000.00
Monitoring and Controlling
Their are different tools to monitor & controlling activities of marketing.
KPI
KPI helps in measuring the marketing activity of Sainsbury's. It include indicators such
as Qualitative and Quantitative indicator etc.
Market growth rate:
It shows the growth rate calculated on quarterly, half-yearly and annual bases by the
company to understand the growth in different ways and calculation its market growth in the
process.
Monthly Sale:
Monthly sale is calculate on monthly bases and measure by the previous month sale. So
that they can work according to the monthly process and its result to work on the strategy for the
company.
Benchmarks:
Benchmarks is process in which the Sainsbury's compare the business process and
product with other business entity(Gürel, E. and Tat, M., 2017).

CONCLUSION
The report conclude that marketing essentials are important for the company and to make the bet
for the future the marketing plan is one of the best ways to gets the objective completed. Further
the marketing mix will help in understanding the business environment and the ways it can get
improvement in the business. It is concluded that the marketing essentials helped the company in
reaching the best of the position in the market with a lot of competition, it also include the
process which is helping the company in reaching the goals easily(Romero-Gutierrez, Jimenez-
Liso and Martinez-Chico, 2016).

REFERENCES
Books and Journals
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International Social
Research. 10(51).
Heroux, L. and Clark, D., 2017. A Comparison of Marketing Strategies of Microbreweries in the
US and Canada. Journal of Tourism and Hospitality Management. 5 (2). pp.1-11.
Išoraitė, M., 2016. Marketing mix theoretical aspects.International journal of research
granthaalayah. 4(6). pp.25-37.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Romero-Gutierrez, M., Jimenez-Liso, M.R. and Martinez-Chico, M., 2016. SWOT analysis to
evaluate the programme of a joint online/onsite master's degree in environmental
education through the students’ perceptions. Evaluation and program planning. 54.
pp.41-49.