Marketing Strategies for Sainsbury: Ansoff Matrix & Digital Marketing

This report provides an overview of marketing principles, including the marketing mix and its application. It delves into the implementation of marketing strategies within an organization, using Sainsbury as a case study. The report includes a SWOT analysis of Sainsbury and explores the Ansoff growth matrix to identify opportunities for market penetration, market development, product development, and diversification. Furthermore, it examines the use of digital marketing techniques, such as SEO, email marketing, and content marketing, to improve organizational performance. The report concludes by emphasizing the importance of product development strategies for Sainsbury's growth and competitiveness in the market.

Introduction to Marketing

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................3
1: Marketing.................................................................................................................................3
2: Implementation of marketing for organization........................................................................3
3: Ansoff growth matrix...............................................................................................................4
4: Use of digital marketing for improving performance..............................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

MAIN BODY
1: Marketing
Marketing is the set of process through which company tries to promote the buying and
selling of their products. Marketing includes activities such as promotion through advertisement,
selling product of product and delivering product or services to customers. While marketing
company tries to increase their customer count and for that they concentrate their promotion to
impress their targetted audience.
Marketing mix
Marketing mix is the complete set of actions through which company tries to promote its
products or brand value which they provide to their customers. Marketing mix allow
organizations to develop their comprehensive marketing plan such that they can improve their
working and goal achieving capabilities. Marketing mix uses 7P's for creating high customer
values for organizational working. Product or service, are the actual representatives of company.
Therefore through proper usage of marketing mix company can determine the threshold for
surpassing customer expectation. Marketing mix also enables companies to ensure effective
distribution for their products and services, so they can provide their high level of services to
their customers. This will enable organizational customers to identify about the products and
services which are provided by company, which will increase their engagement with
organization and lead to increment in sales.
Marketing mix also enables organization to identify the price ranges which they should use to
attract customer and simultaneously get high profit margin. With that this tool also enables
organizations to develop their physical structure such that they provide excellent services to their
customer, at both before and after selling of products.
2: Implementation of marketing for organization
Organizations like Sainsbury, uses marketing to improve their competitive capabilities,
for which they use SWOT analysis. It is a technique used by organization to identify strengths
and weaknesses of their current competitive position, this tool also enables them to identify
opportunities and threats of external environment. Following is SWOT analysis of Sainsbury.
Strength- It is one of the largest supermarket chain of UK which is having many physical stores
in several countries. Company provides wide variety of products to their customers. For

example, groceries, general merchandise and electronic items. With that company also make
advertisements through which it is able to attract wide range of customers toward them.
Weaknesses- Company provide high quality products at low pricing due to which it is having a
limited profit margin. Company is also facing high competition at their market place, due to
which brand switching often occur. Growing internal expenditures due to the events of Brexit
has also affected company's economic growth.
Opportunities- Sainsbury can open new branches, so they can increase their market share which
will be beneficial for company's economic growth. Company can also make advertisements
through social media platforms like, YouTube, Facebook and Twitter which will be cost-efficient
and at the same time it much more effective than traditional advertisement.
Threats- Instability in UK government policies will make a negative impact on company's
economic growth for example increment in taxation will decrease company's profit and will also
increase pricing to customers which will decrease organizational sales.
3: Ansoff growth matrix
It is an strategic planning tool which is used to provide framework for future
organizational growth. Ansoff matrix has 2 quadrants Product quadrant (X) & Marketing
quadrant (Y) in which each is divided into 2 parts.
Illustration 1: Ansoff matrix

Source: Bhasin, H., 2019
Marketing quadrant, Market penetration it is used when company enters in existing marketplace
with existing product. Market development is used to acquire new market with existing product.
Product quadrant, Product development is used to provide new items for increasing market share.
Diversification is used when company enter new market with new product.
Implementation of Ansoff matrix-
Market penetration
1. Sainsbury should increase social media
advertisements because it is cheap and
more efficient than traditional
advertisement, so they can increase
their sales.
2. Increase the loyalty of existing
organizational customers, so they don't
switch brands for buying products.
Product Development
1. To increase customer involvement
Sainsbury must provide new and rare
items to their existing customer, so
their engagement with organization can
be improved.
2. Premium price products should be
made available at Sainsbury, so they
can also attract other segment of buyers
towards them.
Market development
1. Sainsbury should increase their
geographical limitations and sell
products in other countries, so they can
sell their existing products in new
market.
2. Sainsbury must expand their other
businesses like banking and other
customer services, so they can attract
new customers towards them.
Diversification
1. They should provide new products at
new marketplace. So Sainsbury can use
this diversification as an advantage to
gain new customers.
2. With involvement in other sectors
Sainsbury can attract new customers for
improving their performance.
Product development strategy would be more beneficial for Sainsbury to improve their
performance.

4: Use of digital marketing for improving performance
Activities done be organizations to promote their business through electronic mediums
such as, social media, search engines and websites is known as digital marketing. Social media
platforms are becoming more and more popular among customers, therefore with the help of
digital marketing company like Sainsbury can improve their reach to the to a wide range of
customer. This expansion in reach of organization, will help them in improving their
performance. Following are the different types of marketing techniques for improving
organizational performance.
SEO- Search Engine Optimization- Improving quality of website will improve quantity of
traffic on organizational website. Which will improve its position in search engines results,
through which company will get increment in brand awareness which will benefit in increasing
organizational sales.
Email Marketing- It is one of the cheapest and most efficient way of maintaining customer's
engagement with organization, through this company can advertise their products such that it
will increase organizational sales and maintain customer loyalty with organization.
Content Marketing- It states that advertising contents should be made such that they are
interlinked and are value relevant, so they can client engaged in organization. Since Sainsbury
provide wide variety of products, therefore they provide various products to their clients.

REFERENCES
Books and journals
Zhang, J.J., Pitts, B.G. and Kim, E., 2017. Introduction: Sport marketing in a globalized
marketplace. In Contemporary Sport Marketing (pp. 3-22). Routledge.
Terech, A., 2018. An introduction to marketing and branding. Generations. 42(1). pp.45-49.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
Litvinova, T.N., and et.al, 2017. Marketing as a determinant of the agricultural machinery
market development. In Overcoming Uncertainty of Institutional Environment as a Tool
of Global Crisis Management (pp. 465-471). Springer, Cham.
Dwivedi, Y.K., and et.al, 2020. Editorial introduction: Advances in theory and practice of digital
marketing.
Online
Bhasin, H., 2019 [Online]. Available through: <https://www.marketing91.com/ansoff-matrix/>
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