Detailed Analysis of Sainsbury's Marketing Principles Report

This report provides a detailed analysis of Sainsbury's marketing principles. It begins with an executive summary and table of contents, followed by an introduction that emphasizes the importance of effective marketing for businesses. The methodology section describes the use of qualitative and quantitative methods for data collection. The findings section delves into Sainsbury's brand identity using Kapferer's prism, describing its physique, personality, culture, self-image, reflection, and relationship aspects. The report then examines Sainsbury's target market using the STP model, outlining segmentation, targeting, and positioning strategies. It analyzes the new market, including trends, using PESTEL analysis and Ansoff's matrix to assess political, economic, social, technological, environmental, and legal factors, as well as market penetration, product development, market development, and diversification strategies. The report also discusses the launch of a new kids' furniture product and the competitive landscape in the Netherlands. The conclusion summarizes the opportunity for Sainsbury's to expand in the Netherlands and the need for effective marketing strategies. Finally, the report includes a list of references, including books and journals used for research.

PRINCIPLES OF
MARKETING

Executive Summary
Principles of the marketing has provided few specific methods and ways to a company or
business to effectively promote its services & products at the very large scale within different
market segments. Existing report has been discussed various marketing aspects. Top-level
management in every business should be considered these marketing aspects to achieve effective
results within market place.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Methodology................................................................................................................................4
Findings.......................................................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is one of the key functions to a venture or business. Nowadays, top-level
management in every business is trying to make own marketing functions very effective to gain
excellent return in selected market segments. This is report discusses Sainsburys’ principles of
marketing. Sainsburys is one of main retail ventures of the UK. Brand values, target markets and
market trends etc. factors and aspects of Sainsburys also has been discussed in this report.
MAIN BODY
Methodology
Mainly two methodologies use by businesses or individuals to collect different data. First
one is qualitative method and the second one is quantitative method (Rosidawati and Santoso,
2017). Both methods enable to collect data from books & journals, observations, internet,
interviews, business magazines etc.
Findings
Existing brand and brand values
Nowadays, Sainsburys is very reputed brand in the UK’s retail sector. Mainly company
currently serves in only its home country. There are Kapferer’s prism of brand identity is used
below to properly identify present brand as well as brand value of Sainsburys in market place.
Kapferer’s prism of brand identity is too helpful framework to the various businesses for
identifying own present brand values in the terms of more developing brand in the near future.
Mainly six elements include under this model to identify present brand value, these six elements
used below to know present brand value of Sainsburys.
1. Physique: Currently Sainsburys is too big retail firm within the UK which already has
succeeded in achieving very large market share within the retail sector of the country.
Nowadays it has an effective workforce of 116,400 skills and talented employees.
2. Personality: Nowadays people like to consume products & services through the
company, because company has an excellent in reputation within the market place. When

customers are visited in Sainsburys’ stores, then present staff or employees of store
behave with customers in very proper manner.
3. Culture: The Sainsburys has an ethical and effective workplace, because upper
management at business has always followed various ethical and legal aspects in its
workplace.
4. Self-Image: The company’s management always fulfils CSR (Corporate social
responsibility) in market place for improving its self-image. It conducts such practices
also which increases levels of goodwill, because when its goodwill will be increased,
then its brand image will automatically improve in market place.
5. Reflection: Nowadays, Sainsburys runs own business operations on the progressive path.
Present key competitors, like; Tesco, Marks and Spencer ASDA, etc. gives tough
competition to Sainsburys within the UK’s retail industry. But, by using own effective
functions of marketing, this business enables to gain excellent competitive advantage
within market place.
6. Relationship: Upper management of Sainsbury is believing in maintaining effective
relations with it’s all stakeholders, like; employees, customers, investors, suppliers, etc.
These all stakeholders have given great contribution in overall growth of Sainsbury.
Description of the Target Market
The STP model is used here for properly targeting new market segment (Aroean, 2018).
Generally, three stages of marketing include inside this model, in which these three stages of
model have been mentioned below;
 Segmentation: Segmentation is the stage in which company need for dividing its full
large market into the small segments of market. The company can divide market
demographically as well as geographically. Targeting: In the targeting stage, the company have to target it’s all customers on the
basis of their interest and behaviour. This is necessary to fulfil their needs and wants
effectively.
 Positioning: In the positioning stage, upper management need to improve its supply
chain practices. This is necessary to deliver own products to customers of the selected
market place.

Analysis of the New Market, Including Trends
PESTEL tool and Ansoff’s matrix has been used here for analysing the new market,
including various market trends.
PESTEL Analysis
PESTEL analysis tool mainly shows six key external factors of Sainsburys’ business
environment which has been mentioned below;
 Political factors: Netherlands’ political factors are completely favourable to the
company, because the local government has not imposed the high taxation various
existing businesses. Economic factors: Netherlands has one of richest economies in the world. Its economic
conditions are too positive to company, so this company can simply grow in this market. Social factors: Social factors will motivate to company for fulfilling CSR (Corporate
social responsibility) in market place, because people in this country like to buy products
from businesses which timely fulfils their obligation of CSR. Technological factors: Existing technologies of this country will enable to business for
improving its performance and productivity. Environmental factors: Present environmental law is very strict to businesses in the
Netherlands. According to present government, if any business conducts such operations
which can harm natural environment, then licence of that business will be terminated.
 Legal factors: Top-level management of Sainsbury will be required to fulfil all legal and
ethical considerations while running its business operations in the Netherlands
(Leventhal, 2016). Without following laws, the company can’t run its operations in this
market place.
Ansoff’s Grid Matrix
Ansoff’s grid or matrix a very helpful strategic planning tool which includes four
strategies which has discussed below;
 Market penetration: On the basis of market penetration strategy, Sainsburys should be
increased sales of own present items in the existing market.

 Product development: Business should be developed new product for the purpose of
launching it in present market. Market development: Strategy can be supported to Sainsburys to enter in new market
place with using present retail products. Diversification: This strategy of grid will influence to company to enter in the new
market place by developing new product.
An Explanation of the New Product
Top-level management within Sainsburys is decided for launching new modern kids’
furniture in market place of Netherlands. Research and development department at company has
putted its great efforts to innovate this new range kids’ furniture product.
Competition
Currently there is huge competition in the Netherlands’ retail; industry, in which this
busines will be required to choose competitive-based pricing strategy to set the prices of its new
product (Gielens and Steenkamp, 2019). This strategy will enable to gain huge competitive
advantage in market place.
CONCLUSION
It can be concluded that upper management of Sainsburys currently has an effective
opportunity for extending its new kids’ furniture item in new market place, named; Netherlands.
The marketing manager of company need to develop new productive marketing strategies to
achieve excellent outcomes in this market place. After using these strategies of marketing,
company will simply gain huge profit margins in this new market place.

REFERENCES
Books & Journals
Aroean, L., 2018. Playfulness and identity. Academy of Marketing Science.
Gielens, K. and Steenkamp, J. B. E., 2019. Branding in the era of digital (dis)
intermediation. International Journal of Research in Marketing. 36(3). pp.367-384.
Leventhal, B., 2016. Geodemographics for marketers: Using location analysis for research and
marketing. Kogan Page Publishers.
Rosidawati, I. and Santoso, E., 2017. PELANGGARAN INTERNET MARKETING PADA
KEGIATAN E-COMMERCE DlKAITKAN DENGAN ETIKA BISNIS. Jurnal Hukum
& Pembangunan. 43(1). pp.27-53.