Marketing Process & Planning: Sainsbury's Strategic Implementation

This report provides a comprehensive analysis of Sainsbury's marketing process and planning. It begins by defining marketing in the 21st century and examines the role of the marketing function within Sainsbury's, including its interaction with other departments. The report details the extended marketing mix and evaluates Sainsbury's marketing strategies, assessing their contribution to business objectives. Furthermore, it outlines strategic marketing plans, including the organization's mission, corporate strategy, and SMART objectives, focusing on a new product line launch (Almond Cookie). The report covers marketing research, situational analysis, the development of marketing strategies applied to the extended marketing mix, and the marketing budget. It also includes tactical actions, control and monitoring measures, and a comprehensive media plan. The aim is to provide valuable insights into Sainsbury's marketing approach and offer recommendations for improvement. Desklib provides this document as part of its collection of student-contributed assignments.

Unit 2 Marketing Process &
Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Part 1 ...............................................................................................................................................3
Concept/definition of marketing in the 21st century ..................................................................3
The role of marketing function with examples from Sainsbury's................................................4
Analysing how the marketing function works and interacts with other departments..................4
Explain the extended marketing mix and examples from Sainsbury's ......................................5
Evaluation of the marketing strategies adopted by Sainsbury's and their contribution towards
the business objectives................................................................................................................6
Recommendations........................................................................................................................6
PART 2 ...........................................................................................................................................7
Strategic marketing plans with overall organization mission, corporate strategy and objectives
......................................................................................................................................................7
Clear and SMART marketing objectives.....................................................................................7
Marketing research to support the new product line launch........................................................8
Situational analysis......................................................................................................................8
Development of marketing strategies applied to extended marketing mix .................................9
Marketing budget.......................................................................................................................10
Tactical actions..........................................................................................................................11
Control and monitoring measures to ensure achievement of objectives....................................11
Comprehensive media plan........................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing plan is defined as the operational part which helps in providing the details and
information about the market structure at large scale (Alfano, 2019). Sainsbury is the second
largest chain of supermarkets which is providing the products and services to customers at large
scale.
Therefore, the report will analyse the Part 1 which will include definition of marketing
along with its concepts of 21st century. Further, marketing function of Sainsbury will be
described along with marketing function of other departments. Moreover, marketing mix
attributing to overall success of the market will be analysed and evaluated in detail. In Part 2, it
will analyse that strategic marketing plan with mission, strategy and objectives will be framed
appropriately. Along with this, situational analysis will be done in detailed manner at large scale.
Further, marketing strategies will be framed along with the marketing mix in detail manner. The
report will also include proper analysis of marketing budget and tactical actions which will be
implemented appropriately. Furthermore, comprehensive media plan will be also framed at large
scale.
MAIN BODY
Part 1
Concept/definition of marketing in the 21st century
The world is moving forward day by day, marketing in 21st century is all about to
meeting the customers satisfaction and their good experience. Future generations of the
customers will going to be more optional income, less time and many other choices and will see
entire spending in new pattern which is going to depend upon the age, nature and wealth.
The concept help in delivering the concerns to the effective ideas are acknowledged at
right time and right place. Marketing involves the promotional and advertising techniques which
help to launch the product in effective manner(Amano and et.al., 2021). Technology is
completely changed their ways in which people are communicating and sharing their needed
information which make availability of the marketing product. It can appear as many ways which
the technologies are irresistibly using the another methods which help to shares the information
in the market.

Different ways of the promotion and advertising is used wide range of products. It is
measure as a helpful tool for creating the customers values with the credit to know the
transformation point of view which is completed in term of production and services which are
help to delivers the proper product in the marketing segment. Marketing helped to improve the
processes and method of the business to deliver and address perspectives which create different
information. It shows the content which used to deliver to people about the new product in the
market.
marketing function role with examples from Sainsbury's
It has different function of marketing in Sainsbury's
 Meeting the wants and needs of the customers in market.
 It helps to ensure about the organizational reputations, survival and growth.
 It helps to create wide range in the market
 Sainsbury's Marketing function helps to adapt the right price because it generates revenue
for the business.
 It offers better products which are more related in the market.
 It helps to create utility
 It helps better to face the market competitions.
For example - Launching the new products in multiple categories which include food and
drinks, style, appearances and houses where it hosts events, to communicating development of
the scheme and belief (Li, Larimo, and Leonidou, 2021). It is all about to magnify their message
to media, such influencers and stakeholders at every opportunity. Their marketing role is to adapt
the new and different techniques for their new product launch into the market. It always uses
newspapers, radio and television to launch ad campaigns for building their brand name.
Sainsbury's marketing use the sales promotions via incentives and databases of marketing which
is one of the part of their promotional strategy.
Analysing the marketing function works and have a interaction with other departments
The Sainsbury's marketing function have ability which helps them to interact with
another department. It helps to define the successful plan and development in the marketing
which has existence to intended and to know about how to launch the new product and services

which is done. It needs competencies to the market which is required to its marketing function to
work and interact with other departments. Such competencies are targeting, analytics,
conversion, engagement, marketing technology.
Marketing functions have a interaction with the another departments like Human
Resource, business department and operation departments. It is important departments which
participating into the conversation with the other supermarket departments. Analysing and
address in the worry which is related to the effective marketing department which is concerned
with the new products which is going to launch in the market.
To know about the new marketing scheme which are known about for the launch of the
product which Almond Cookie produce by the Sainsbury's. With the help of another department,
organization is able to target the customers which is signified in appropriate manner. The other
department have a broad scope to which the analysis and management of the different operations
is done at large scale. This is helpful to know the value and understanding the functions of the
different departments which are contributing their success to the Sainsbury's.
Explain the marketing mix and examples from Sainsbury's
Detailed marketing strategy of company which is examined by the four Ps, and explicate
the organization's organization and selling scheme.
Product- It sells their product with the broad varieties of products which are accessible in the
market. It have many of their own brand products in the market. There are many products
available for the customers in the market. (Maston and et.al., 2020). It also invests in their
personal brand development which create the important honor for their product choice.
Numerous customers buy their products just because of their product quality.
Price- It offers their product at very low price which is affordable for many customers. Many
companies are developing their strategy in the line with their aligning of scheme (Sainsbury,
2020). Thats why their premium pricing strategy is often used to see in the many of their
products. There are many basic products which are cheaper in comparison of their big rivals in
the market.B96588
Place- Many customers visits Sainsbury's supermarket store or online store to shop quality and
branded products. The organization has many supermarkets all over the world as well as more
convenience stores. It receives many oB96588 nline orders per week which increases their

productivity day by day. It has started many schemes to sell their marketing product at fair and
affordable price.
Promotion- it is all about the cB96588 ommunication, which refers to how the organization
communicated their audience about the new product. Sainsbury's used several media varieties to
promote their new product to customer which makes easier for them to know about the product
properly. It always prefers the radio, television and newspaper for their promotional strategy.
Nowadays it started using the internet facility to promote their business.
Evaluating the marketing strategies adapted by Sainsbury's and contribution towards gain the
business aim.
The evaluating strategy of market which is adopted by Sainsbury's:
Production and alteration strategy help businesses to sell the various products which is based on
the need of the customers and what they wanted. It can help the business for the development
strategy of the product which is able to fulfil the need of the customers and achieve their goal at
very broad quantity with the help of the market structure (Wichmann and et.al., 2022).
Sainsbury's will work with the other party for the brand so that can help them to analyse the
strategy which is they used to be satisfied the customer need and their productivity. The
organization always work with the proper strategic requirements which have an exclusively
collaborated organizational structure.
Recommendations
There are some important recommendations which is take for the thinking at varied
range and these are -
 Sainsbury should focus on the aspects of how the processes are being followed within the
company.
 There should be framework of new strategies which should be implemented appropriately
so that the new product launch in the market is done easily (Medne and Lapina, 2019).
 Marketing mix should be analysed which helps in knowing the aspects of how the new
product can be launched in theB96588 market at large scale.
B96588

PART 2
Strategic marketing plans with overall organization mission, corporate strategy and objectives
Mission — To provide great food at a fair price.
Corporate Strategy — The strategy which Sainsbury follows is based on operations which are
to be simplified and accelerating the programmes which are cost saving in order to invest in
improvement to be done in quality of food products, increasing more choices for customers
(Muñoz and Kimmitt, 2019).
Objectives -
 To provide valuable services and products to its customers in the quality of goods.
 To discharge the responsibility as leaders in the trade of business.
These are the organization's mission, strategies and objectives which are being analysed and are
described as Sainsbury is concerned about the aspects as to what are the measures which are
leading to growth and development. The company is looking forward to analysing and identify
the aspects which are in concern to effectively developing the strategies at large scale. The
marketing plans with mission, strategy and objectives helps in stating the concerns which are
related to development and growth of the company. These are major concerns which are denoted
and consists of goals to be achieved appropriately. Along with this the company is also focusing
on fulfilling the needs of the customers at large scale.
Clear and SMART marketing objectives
There are some important and clear SMART objectives which are to be framed so that
Sainsbury is able to analyse and achieve the gaols and objectives which are being set. The
SMART objectives will help in understanding and analysing that how the company is able to
achieve and provide the product whicB96588 h is newly launched and is considered as luxurious
which is — Almond Cookie. The clear and SMART marketing objectives are mentioned as
follows -
 To stabilize and enhance the revenue of food products within Sainsbury by minimum of
30% for the category of luxurious product (Ibrahim and et.al., 2022).
 To increase profits of the company by 40% by using different marketing channels to
increase the customers' engagement within the company.

These are major SMART objectives which are framed for analysing and considering the
concerns of development and growth of the company. With the help of these objectives,
Sainsbury is focusing on achieving the company's goals and objectives at large scale. There are
also concerns which enables the aspects of satisfying the customers by providing them luxurious
product which is Almond Cookie. The company is also framing scales of how marketing
opportunities are made available for the company.
Marketing research for new product launch
It is very important to analyse and create value for the new product launch which is
Almond Cookie which is introduced by Sainsbury (Stocchi and et.al., 2021). It has been
observed that the regular products and services of Sainsbury are not gaining the market attention
as the customers are engaged into grabbing some new product which makes them buying that
products and services. The product which is Almond Cookie is being creating value which helps
in understanding that the market is helping to achieve the goals and targets which are framed and
this is concerning that how effectively the new product is being launched in the market.
The launch of the new product is done with the help of marketing plans being framed and
analysing the concerns which helps in determining that research of the market is important.
There is use of marketing campaigns which will help in establishing the new product in the
market (de Ruyter, Keeling and Ngo, 2018). This will helps in making the new product launch
easier in the market. Therefore, it is important to analyse the ways in through which the product
is being promoted in the market. This is the best manner through which the new product which is
Almond Cookie is launched in the market.
Situational analysis
Marketing Audit -
The situational analysis is being done for the launch of new luxurious product which is
Almond Cookie by Sainsbury. Marketing audit is being done which helps in analysing the
marketing environment of the business at large scale. SWOT analysis is being done for the new
product -
Strengths — The major strengths of Sainsbury is that the company has string social media and
online presence. Also, the company uses unique strategies for promotion.

Weaknesses — The weaknesses which Sainsbury holds is that there is financial instability and is
expensive for new customers (Benzaghta and et.al., 2021).
Opportunity — The major opportunities are — the company can follow major trends, it can
globally expand in other markets as well.
Threats — Sainsbury has threat from the competitors and Covid — 19 pandemic.
Competitor Analysis — It is explained with the help of Porter's Five Force Analysis. It includes -
Bargaining Power of Customers — It is defined as the ability of the customers to drive the
lower prices and how the prices are affected by the new product launch which Almond Cookie in
the market.
Bargaining Power of Suppliers — There are number of suppliers with the key inputs which
helps in analysing and considering the aspects of how effectively the new product is being
launched in the market (Anastasiu, Gavriş and Maier, 2020).
Threat of New Entrants — There is threat of new entrants in the market which helps in
analysing the threat is to the launching of new product which is being done.
Threat of Substitute Products — There are many substitute products on the market to which
the new product has threat.
Sub segments Covered — The sub segments which are covered for the new product launch
which is Almond Cookie by Sainsbury is — demographics which will target the customers of
high income group of UK who will be able to buy the luxurious product which will be launched
for those customers.
Value Proposition in the Eyes of Customer — Value proposition is the benefit or value which is
provided to the customers who are involved in buying the service or product from the market.
The value which Sainsbury is providing the customer is — To offer quality of products and
services at fair prices.
Development of marketing strategies with marketing mix
Marketing mix is being explained in tB96588 he following manner -

Product — The product which is being launched is Almond Cookie by Sainsbury which is
coming under the category of luxurious food product (Lahtinen, Dietrich and Rundle-Thiele,
2020).
Price — The price is determined by the cost of the product in the market. The price of Almond
Cookie is higher as it is for the higher class customers.
Promotion — The promotion of the Almond Cookie is done through social media and online
channels such as Instagram, Facebook, Twitter etc.
Place — The new product is being placed in the stores and in the market where it becomes easy
for the customers to reach out to the new product.
People — Access to people who are involved in making the reach of the product from Sainsbury
to the market is the best way possible for the brand promotion at large scale (Thabit and Raewf,
2018).
Process — Maximum efficiency and readability is the focus of Sainsbury through which the
analysis of Almond Cookie is being placed in the market at large scale.
Physical Evidence — Physical evidence are the stores and offices which are making the new
product launch in the market possible through the display in market.
Marketing budget
The marketing budget has been planned and this includes different aspects and things
which are included within the planning of the business which has been undertaken at large scale
(Zhao and et.al., 2019). The new product Almond Cookie by Sainsbury is the new product which
is to be launched helps in addressing the concerns and particulars along with the amount to be
mentioned within the table depicted below -
Particulars Amount (in Pounds)
Marketing Research 820
Media 440
Video Advertising 560
Social Media Marketing 270
Creative designs 500
Recruitment 150
Total 2740 pounds

Tactical actions
For developing the marketing plan there has been analysed for the new product which is
Almond Cookie is being launched. For achieving the objectives of the marketing plan Sainsbury
will -
 Business goals and objectives will be discussed which will help in achieving them by the
company.
 Different types of strategies will be framed for understanding the processes and
procedures which are to be included within the new launch of the product and is
favourable (Pérez-Álvarez and et.al., 2018).
 By increasing the sale and profits and profits of the company, Sainsbury will be
reviewing and analysing the concerns which are regarding the financial aspects.
 There will be effective use of social media and online marketing channels through which
the new product will be launched in the market.
Therefore, these are some tactical actions which should be analysed and considered at large
scale. This will help in evaluating the concerns which are regarding the aspects of growth and
development of the company in appropriate manner (Pérez-Álvarez and et.al., 2018). This is how
the tactical actions are being analysed which will help in launching the new product easily in the
market. This will help in targeting the market which will promote the business and its brand
more in the market.
Control and monitoring measures
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV) are some
major tools through which the monitoring and controlling measures are being ensured and this
helps in indicating the concerns related to effectively and in appropriate manner the new product
is being launched in the market and this helps inn fulfilling the goals and objectives which are
being ensured and are creating value for the product in the market (Lad-Khairnar, 2020). Return
on Marketing Investment (ROMI) the profits which are attributable to marketing are being
analysed and are depicted in the process of how the marketing plan is being initiated and this is
helping to create value for the product at large scale.

Customer Lifetime Value (CLV) is the net profit which is achieved from the customer
and company relationship which helps in attributing to the growth and development of the
company at large scale (Dachyar, Esperanca and Nurcahyo, 2019). This helps in analysing and
depicting the concerns which are related to the profits which are achieved and gained in the
market through the launch of the new product. This is analysed and evaluated as the controlling
and measuring of the objectives which are being analysed at large scale.
Comprehensive media plan
The media plan is being described as follows -
Particulars July (in pounds) August (in
pounds)
September (in
pounds)
October (in
pounds)
Marketing
research
150 150 150 150
Video
Advertising
250 250 210 290
Recruitment 50 90 100 20
Creative
designs
65 65 65 65
Social Media
Marketing
70 20 100 50
Media 80 80 30 80
Total 655 655 655 655
Recommendation and Rationale for Selected Media Budget — It is very important for
Sainsbury to analyse and justify the aspects which are helping to grow and develop the business
at large scale in the market. There are aspects which helps in addressing the concerns which are

related to how the new product which is Almond Cookie is being analysed at large scale. There
should be proper selecting the media which has been analysed and creating value for the
marketing budget in appropriate manner.
Digital, social media and offline channels for communication — The digital and online social
media is being used for new product launch which is Almond Cookie which is being introduced
by Sainsbury (Candrasari, 2020). This new product will help in creating value for which there
are aspects which are being considered for promoting and advertising the product in the market.
It has been identified that the customer are socially active are evaluating the concerns and
positive aspects for the product being sold in the market. For this, digital and different media
channels such as website of Sainsbury, Instagram, Facebook and offline modes such as stores are
helpful in promoting the products at large scale.
Justification for a multi-media plan — The plan has been identified in the terms of qualitative
criteria which will help in increasing the followers on Instagram and Facebook at large scale.
This will help in analysing and diversifying the aspects which are related to the promotional
activities which are being undertaken within the new product launch which is Almond Cookie by
Sainsbury.
CONCLUSION
Thus, the above report concludes that Part 1 which includes definition of marketing along
with its concepts of 21st century. Further, marketing function of Sainsbury was described along
with marketing function of other departments. Moreover, marketing mix attributing to overall
success of the market was being analysed and evaluated in detail. In Part 2, it is concluded that
strategic marketing plan with mission, strategy and objectives were framed appropriately. Along
with this, situational analysis was being done in detailed manner at large scale. Further,
marketing strategies were framed along with the marketing mix in detail manner. The report has
also included proper analysis of marketing budget and tactical actions which were implemented
appropriately. Furthermore, comprehensive media plan was also framed at large scale. This
helped in analysing the categories and the scales of which how effectively the report has

included all essential aspects of marketing plan in detail manner with proper framework of
objectives at large scale.

REFERENCES
Books and Journals
Alfano, M., 2019. Development of a marketing strategy and a business model, including the
definition of a powerful value proposition and a marketing plan, in order to position the
leading training provider MCE on the corporate universities' market.
Amano, T. and et.al., 2021. Tapping into non-English-language science for the conservation of
global biodiversity. PLoS biology. 19(10). p.e3001296.
Anastasiu, L., Gavriş, O. and Maier, D., 2020. Is human capital ready for change? A strategic
approach adapting Porter’s five forces to human resources. Sustainability. 12(6).
p.2300.
Benzaghta, M.A. and et.al., 2021. SWOT analysis applications: An integrative literature
review. Journal of Global Business Insights. 6(1). pp.55-73.
Candrasari, Y., 2020, March. Mediated interpersonal communication: A new way of social
interaction in the Digital Age. In 2nd International Media Conference 2019 (IMC 2019)
(pp. 537-548). Atlantis Press.
Dachyar, M., Esperanca, F.M. and Nurcahyo, R., 2019, August. Loyalty improvement of
Indonesian local brand fashion customer based on customer lifetime value (CLV)
segmentation. In IOP Conference Series: Materials Science and Engineering (Vol. 598,
No. 1, p. 012116). IOP Publishing.
de Ruyter, K., Keeling, D.I. and Ngo, L.V., 2018. When nothing is what it seems: A digital
marketing research agenda. Australasian Marketing Journal (AMJ). 26(3). pp.199-203.
Ibrahim, C. and et.al., 2022. A review on the deployment of demand response programs with
multiple aspects coexistence over smart grid platform. Renewable and Sustainable
Energy Reviews. 162. p.112446.
Lad-Khairnar, M.D., 2020. MEASURING RETURN ON MARKETING INVESTMENT.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix. Testing the
effectiveness of the commercial marketing mix in a social marketing context. Journal of
Social Marketing.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy
of Marketing Science. 49(1). pp.51-70.
Maston, G. and et.al., 2020. Attitudes and approaches to use of meal replacement products
among healthcare professionals in management of excess weight. Behavioral
Sciences. 10(9). p.136.
Medne, A. and Lapina, I., 2019. Sustainability and continuous improvement of organization:
Review of process-oriented performance indicators. Journal of Open Innovation:
Technology, Market, and Complexity. 5(3). p.49.
Muñoz, P. and Kimmitt, J., 2019. Social mission as competitive advantage: A configurational
analysis of the strategic conditions of social entrepreneurship. Journal of Business
Research. 101. pp.854-861.
Pérez-Álvarez, J.M. and et.al., 2018. Tactical business-process-decision support based on KPIs
monitoring and validation. Computers in Industry. 102. pp.23-39.
Sainsbury, D., 2020. Toward a dynamic capability theory of economic growth. Industrial and
Corporate Change. 29(4). pp.1047-1065.
1

Stocchi, L. and et.al., 2021. Marketing research on Mobile apps: past, present and future. Journal
of the Academy of Marketing Science. pp.1-31.
Thabit, T. and Raewf, M., 2018. The evaluation of marketing mix elements: A case
study. International Journal of Social Sciences & Educational Studies. 4(4).
Wichmann, J.R. and et.al., 2022. A global perspective on the marketing mix across time and
space. International Journal of Research in Marketing. 39(2). pp.502-521.
Zhao, K. and et.al., 2019, July. A Unified Framework for Marketing Budget Allocation.
In Proceedings of the 25th ACM SIGKDD International Conference on Knowledge
Discovery & Data Mining (pp. 1820-1830).
2