Marketing Mix Analysis: Sainsbury's Promotion Strategies Report

This report examines the marketing mix, emphasizing promotional strategies used by companies like Sainsbury's. It begins by defining the marketing mix and its components: product, price, place, and promotion. The report highlights the importance of promotion in attracting and retaining consumers, differentiating between traditional methods (e.g., print media, television) and modern approaches (e.g., social media, online marketing). Sainsbury's serves as a case study, illustrating how they combine both traditional and digital marketing techniques. The report also discusses the AIDA model (Awareness, Interest, Desire, Action) as a framework for understanding consumer behavior and the stages of the buying process. The report references academic sources to support the analysis of marketing principles and their practical application.

MARKETING MIX
Individual project

INTRODUCTION
Marketing mix is defined as the combination of different tools
and techniques which are used in order to attract the target
market and to increase the sales of the company. The
marketing mix includes four P’s that is product, price, place
and promotion. The product refers to as the substance in which
the company deals. Place refers to as the place from where the
company operates either a shop or any place. The price refers
to as the amount of money which the seller expects in return of
the product or services provided. The promotion is defined as
the techniques used to promote the products in the market. The
objective of using marketing mix is that it increases the sales
of the company as this mix helps in taking effective and
The promotion is very necessary for the company to become successful and retain the consumers for a long. This is because of the reason
that promotion is an activity within which the company market its product and services in the market among the target consumers. This is
done because of the reason that to spread the knowledge of the goods within the consumers. This will attract more of the consumers and as
a result of this the sales of the company will increase.
The promotional mix includes different types of marketing strategies. The major strategies are traditional and modern marketing strategies.
The traditional includes the marketing through advertisement, personal selling, sales promotion. On the other hand, the modern techniques
of marketing or promotion includes the promotion with help of social media platforms and online marketing. Sainsbury uses the
combination of both the traditional and modern marketing. For this in traditional marketing the company uses advertisement through print
media that is in magazines and newspaper and advertisement through television. Whereas for the online advertising the company uses
advertising through use of social media platforms like Facebook, Twitter, Instagram and other related websites.
Also, the marketing or promotion goes through some stages which are described as AIDA. This includes the following:
Awareness- firstly the consumer is made aware of the product or the services. This is necessary because of the customer not knows what
the product is they will not purchase it.
Interest- after the consumer is aware then the next is developing interest of consumer in the products by listening to them and their
problems relating to the product or services.
Desire- the next is to develop a desire in the consumer so that they buy the product. This desire is developed through attractive advertising
which captures the attention of the consumers.
Action- this is the last stage where the consumer because of their desire purchases the product or the services. This is because of the reason
that the desire insists the consumer to purchase the goods or the services.
REFERENCES
Books and Journals
Datta, H., Ailawadi, K.L. and Van Heerde, H.J., 2017.
How well does consumer-based brand equity align with
sales-based brand equity and marketing-mix response?.
Journal of Marketing, 81(3), pp.1-20.
Wirtz, J. and Lovelock, C., 2016. Services marketing.
World Scientific Publishing Company.