Marketing Strategies: Sainsbury and Tesco Comparison Report

This report provides an introduction to marketing, focusing on the strategies employed by Sainsbury and Tesco. It delves into various marketing techniques, including product development, market research, and customer targeting. The report examines Sainsbury's growth framework, including broadening, product development, and market penetration strategies, as well as Tesco's branding and relationship marketing approaches. It also discusses the importance of marketing research, including primary and secondary research methods, and analyzes the use of SWOT analysis in developing marketing plans. Furthermore, the report explores customer targeting strategies based on market segmentation, including grocery, child items, and apparel. Finally, it examines the marketing mix elements, such as products, pricing, and promotion, used by both companies. The report aims to provide a comprehensive overview of marketing principles and their application in the retail industry, offering valuable insights into the competitive landscape and strategic approaches of Sainsbury and Tesco.

INTRODUCTION TO
MARKETNG

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.................................................................................................................................................1
P2.................................................................................................................................................2
TASK 2............................................................................................................................................3
P3.................................................................................................................................................3
P4.................................................................................................................................................4
TAKS 3............................................................................................................................................5
P5.................................................................................................................................................5
TASK 4............................................................................................................................................6
P6 ................................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the study and management of exchange relationships. It has been defined as
a set of activity, institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing is used to create, keep and satisfy domestic as well as foreign consumers. This report
is all about description of different market techniques of how a business finds out what a
customers want and when trying to develop the business for the future. Apart from this, different
concepts of marketing, functions of marketing, Ansoff’s matrix, branding, and survival strategies
and how all of these techniques are used to market products. Instead of all this, assignment is
going to highlight marketing strategy of Sainsbury as well as its comparison with TESCO.
TASK 1
P1
Sainsbury is a to a great degree without a doubt comprehended association of retailing in
United Kingdom and is having the position of second greatest chain stores in the nation. Despite
the fact that TESCO is third greatest store as measured by advantage, it is to a great degree well

known affiliation all around the world its pervasiveness is high and besides it has a successful
advancement rate in the engaged market. Following are techniques of publicizing that is been
used by these two associations to survive and create and moreover to make care in Market about
their things and organizations.
Sainsbury Marketing techniques (Growth framework):
 Broadening:- It is a period of Ansoff system which is most unsafe and the chances of
advancement are moreover high here. The association is widening in Market by
exhibiting more things in its retail store alongside what starting at now it is been
providing for open of society. It has helped firm to get more offers in market and
augmentation of its business made it known to all in new market run (Bhattacharya,
2010). Widening techniques urges Sainsbury to make it things and organizations in more
unique and broadened way, which has supported oversee and to grow reasonably.
Item advancement Product change is the strategy which urges association to a significant
part of the time create in publicize. Sainsbury is constantly endeavouring to exhibit new things in
the economy as to pull in customers and to hold them for drawn out extend of time. This will
create advantage rates of association and will prepared to satisfy customers by fulfilling needs
and needs of them.
 Market progression – It is a way by which association will be giving its things in new
market, those reaches which it has not yet tapped and served are targetted by it.
Improvement of its business in new domain are done by association, which will help in
accomplishing its objectives and furthermore it will help with getting more prospects of
market (Hallahan, Kauffman and Pullen, 2011).
Market entrance This procedure focuses more on offering of things in promote which it is been
advancing till now and moreover in a comparable market. Its noteworthy target is to grow its
clients and to guarantee its dependable advancement.
Tesco's promoting strategies:
Marking It is a system through which an association can have the ability to make a photo
of it in the mind of customers. Association is doing checking of its things and organizations to its
target customers so they can have the ability to oversee in Market with help of its resolute
customers.

Brand development :- It is a procedure that association is using to introduce another
thing and organization with help of its present organizations in promote. The brand name are
used by it with its new things. Its present things has recently made a benchmark in promote
which is helping the firm to dispatch new things.
Relationship exhibiting:- It is a basic point of view as it helps in keeping up whole deal
relationship with the customers of society. A couple of gadgets and procedures are used to finish
this activity.
P2
As exhibiting is an imperative parts of business, it is to a great degree fundamental for
relationship to see each and every thought of it. Every part has its upsides and drawbacks
advancing in like manner have, for instance,
1. Offer of stock act-It is a fundamental perspective which must be considered by the
association as in light of the way that this exhibit portrays that advancing which are done
by it must profit clear information of things and organizations of an affiliation (Malhotra,
2012). For example a chemical is advanced as it will dispense with germs 100% then
certainly it must be doing that unless it should not be addressed in wrong way.
2. Purchasers security from out of line trading 2008-This exhibits are made to guarantee
clients rights as in light of the way that there are numerous associations which address a
substitute parts of things and organizations and its truly perform inside and out various to
what it has been showed up. Consequently this show help customers to shield their
benefit being a customers, they can similarly complain in court if absurd trade has been
done with them at any moment (McKenzie-Mohr, 2013).
3. Buyer credit act-This exhibit is entangled upon each one of the associations and
customers who are doing their trades on lay away introduce that infers, things and
organizations are profited on loans(Financial help to those customers who require). For
example bank and cash related foundations these benefit their organizations to customers
in credit commence.
4. Attractive vernacular This viewpoint furthermore should be seen as the most as in light of
the fact that this assistance with knowing right technique for lingo that must be picked by
association to pass on message and information that are related to things and
organizations of it.

TASK 2
P3
TESCO uses every single perspective to fathom current condition of market. The assorted
strategies for promoting research has been finished by association with the objective that
prerequisites and requirements can have the ability to see really and to know rectify necessities
of open most fitting gadgets must be used by it.
Primary research
Fundamental research are those system through which an affiliation' examiners get
clearly into the market and coordinate with customers to accumulate noteworthy informations
and data that will help association to help in Market. Quantitative and subjective procedures are
incorporated where subjective incorporates open completed studies, observation systems,
meeting and focus gathering. While in quantitative techniques investigators are more connected
with upon numericals and quantifiable edges, it incorporates surveys and reviews (Mentzer and
Gundlach, 2010). This sources will help acknowledging what truly customers require and with
this association can have the ability to profit them what they need and this will satisfy every
customers of the association.
Secondary research
This is a systems for get-together information where associations accumulate data which
has been presently get assembled by some unique masters like, books, journals, magazines et
cetera it has inside and external sources, inside are those informations that can be expert inside
the association like retail data, stock examination and money related records. In spite of the fact
that in external sources consolidates business data, government subtle elements et cetera
(Molesworth, Scullion and Nixon, 2010).
This approach will help in making designs related to advancing and will lead in getting
some answers concerning industry and market of a couple of spots where association needs to
deal with its things and organizations.

(Source :- Marketing research methods)
P4
The advancing use for promoting making courses of action for TESCO association, with
the help of displaying plan by SWOT it can be poor down that how association will have the
ability to realize and use enough every one of the informations that are gathered by exhibiting
research.
Strength
As measurable studying has been done it is doubtlessly fathomed that TESCO has
generous number of customers in Market it is its USP that organizations that it provides for them
are uncommonly unique and particular. It has its driving position in UK publicize this get known
by explore that get driven by association. Its online operations are effectively done and
customers are also to a great degree content with this. With collected information association can
have the ability to play out more capably.
Weaknesses
With help of research inside it come to understand that budgetary organization of
association is extremely unpleasant genuine organization is required as to cash related points of
view. Brand picture has moreover been destroyed due to humiliation that gotten without trying to
hide (Palmer, 2012). Accumulated data can be used to genuinely plan upon more attempts that
association can put to oversee in Market and to create compellingly.
Opportunity
Illustration 1: Research methods

Research has helped association to know number of chance that it can profit by Market as
it can have the ability to develop its business in overall market. It in like manner come to
understand that it can construct its range in non retail sections also.
Threat
The most risky factor that association may face and is going up against is instability of
trade out Market. Issues that can happen are moral issues that must be settled by association to
help in Market unless it can be a biggest test and issue for the association.
TAKS 3
P5
Customers are targetted by association on the start of the things and organizations that
they will be advancing to them. It is a fundamental part as in light of the way that it will help in
attracting those customers who are truly using them. There are particular modes through which
association can concentrates on its customers outline Market.
 Grocery: It is the thing that are most used at each home from now on home makers of
society are targetted. On the start of psycho reasonable procedure and land division
system customers of society are targetted most (Papasolomou and Melanthiou, 2012). Its
is in light of the fact that tastes and slants changes as examples of market get fluctuate,
thus it is especially crucial for association to know their necessities and requirements as
for the things that will be offered to them. Both TESCO and Sainsbury are overseeing in
same grouping of industry as retail they both will be concerning more upon taste and
choices of customers of this divided market.
 Child items: These things are not used as a piece of perpetual way it is used by mother
for their new considered children. Accordingly customers are targetted on the introduce
of measurement division system. This is in light of the fact that it lies upon age factors as
newborn child things are quite recently used by little adolescent. It is essential for the
firm both Sainsbury and Tesco to appreciate all's personality requiring it with the
objective that the customers can be targetted according to that.
 Attire: It is the section which is been targetted by both referred to associations on
measurement geographic and psycho-sensible start as in light of the fact that
organizations of associations are benefited in various spots as demonstrated by that

geological divisions is to be seen as most, their tastes and slants in like manner get
changes a great part of the time as shown by that customers can be targetted.
TASK 4
P6
Promoting mix are the devices through which association can have the ability to control a
couple of components that can affect operations and components of it (Peter and Donnelly,
2011). For instance,
 Products: It is especially key for a relationship to convey those things and organizations
that are in example and customers require it. In case association produces things which
are not in Market require then there are chances where it can go up against challenges and
threats to oversee in the market. Focus regard and organizations must be benefited in
things that is been created and promoted.
 Price: Price set for things must be especially convincing, engaging and forceful as to
match diverse associations of market (Anda and Temmen 2014). Things has worth when
customers will pay that entirety which is set by firm for an after effect of organizations.
 Place: The most basic viewpoint is that association must have the ability to profit its
organizations and thing to its goal customers, in this way it is critical for it to discover its
store at reach of its customers.
 Promotion: As things and organizations are as of late made it end up being
extraordinarily essential to pass on related information to individuals by and large so they
can get care about new things of the firm.
 People: All the people who are incorporated into trade with the firm is said to be as
people. Work of the association are specialists of it they are the individual who has
arrange relationship with customers, they most consider clients choices and slants, from
this time forward while conveying another thing and organizations their inclination are to
a great degree ought to be considered by the association.
 Process: The techniques and steps required in giving organizations and things to a
complete customers and to make them satisfied is an extreme undertaking to be
performed by the association (Bhattacharya, 2010). Thusly it is to a great degree essential
to choose the correct technique to achieve the customer loyalty's.

(Source :- Types of promotional mix)
 Physical evidence: As organizations as to be given any physical part or unmistakable
proximity is not there in this way the experiences and process through which a customers
has encountered are to be considered in this points of view.
CONCLUSION
In this report different exhibiting strategies are used by two particular affiliation. In like
manner imprisonments and necessities of advancing are seen with the objective that association
can beat them in capable way and can finish its operation in fitting way. This report presumes
that how association van use advancing exploration for making convincing promoting game
plans. Moreover targetted customers are picked on the introduce of different orders of things and
organizations given by TESCO and Sainsbury. On its preface divided markets are targetted with
the objective that customers can have the ability to achieve looked for organizations.
Associations new thing's exhibiting mix making procedures are depicted.
Illustration 2: Promotional mix

REFERENCES
Books and Journals
Books and Journals
Anda, M. and Temmen, J., 2014. Smart metering for residential energy efficiency: The use of
community based social marketing for behavioural change and smart grid introduction.
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Bhattacharya, C.B. ed., 2010. Introduction to the special section on stakeholder marketing.
Journal of Public Policy & Marketing. 29(1). pp.1-3.
Hallahan, D.P., Kauffman, J.M. and Pullen, P.C., 2011. Exceptional learners: An introduction to
special education. Pearson Higher Ed.
Malhotra, N.K., 2012. Basic marketing research: Integration of social media. Boston: Pearson.
McKenzie-Mohr, D., 2013. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Mentzer, J.T. and Gundlach, G., 2010. Exploring the relationship between marketing and supply
chain management: introduction to the special issue. Journal of the Academy of
Marketing Science. 38(1). pp.1-4.
Molesworth, M., Scullion, R. and Nixon, E. eds., 2010. The marketisation of higher education.
Routledge.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Online
Tesco SWOT Analysis. 2016. [Online]. Available through:
<http://research-methodology.net/tesco-swot-analysis/>. [Accessed on 20th July 2017].