Marketing Essentials Report: Sainsbury's Marketing Mix Analysis

This report provides a comprehensive analysis of Sainsbury's marketing strategies, focusing on the responsibilities and role of marketing within the organization, including market analysis, revenue generation, and competitor analysis. It examines the relationship between marketing and other departments like production, finance, and R&D, highlighting the importance of integrated communication. The report then delves into the application of the marketing mix (7Ps) for Sainsbury in comparison to Morrison, evaluating their product offerings, pricing strategies, and promotional activities. Finally, the report concludes with a proposed marketing plan designed to enhance Sainsbury's market presence and product promotion, offering strategic recommendations for future growth and success in the competitive supermarket industry.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Responsibilities and role of marketing.................................................................................3
P 2 The relation of role of marketing with wider organizational context...................................5
LO 2.................................................................................................................................................7
P 3 Application of marketing mix in comparison with other company......................................7
LO 3...............................................................................................................................................10
P4 Marketing Plan ....................................................................................................................10
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is that concept or study which is used by business to promote their products in
the market at large scale. It defines the stability and integrity of the company and also various
method and strategies are adapted to bring new products in the market. Marketing is the
technique which is mainly used by companies to satisfy the interests of the customers and fulfil
their needs and demands (Pike, 2015). Present report is based on the Sainsbury company which
is considered to be the third largest chain in context of supermarket in UK. Sainsbury was
founded by John James Sainsbury in 1869 in UK. Due to continuous success of the company
they engaged their business into large scale and had 1,415 shops around the world. It also
engaged with large number of employees to carry their business activity for future growth.
Report will include the various role and responsibility of marketing function along with
other functional units in the organisation. It also includes the essential elements of 7Ps of the
marketing mix in comparison with the other organisation. Lastly, the report ends up with the
basic marketing plan which helps the Sainsbury company to enhance their products in the market
at large scale.
LO 1
P 1 Responsibilities and role of marketing
The marketing is a function performed within the company in order to promote the
products and services manufactured by company. The function of marketing starts with
searching and identifying for the product, anticipating the needs and demand of goods and
services within market, deciding price of product or service, finding the channels for distribution
of goods and services to the ultimate user. Others then these also there are many roles and
responsibilities which the marketing function has to perform in order to accomplish the business
objectives on time. The role and responsibilities performed by the marketing function of
Sainsbury are discussed in the following points-
Analysing the market- the marketing department or function performs the key role of
analysing and understanding the market and its related factors (Goworek, McGoldrick and
McGoldrick, 2015). For a company to be successful it is very essential that it has a complete
knowledge and understanding of market. The business market or environment is very dynamic
and ever changing so Sainsbury needs to have a complete knowledge of market that what

customs have changed, what are the latest trends and related information so that the company
carries on the business according to the requirements of the consumers (Chang, Yu and Lu,
2015).
Revenue generation- it is yet another important role which the marketing function
performs within the company. The Sainsbury' s marketing department is very well and updated
to the use of the latest technologies and techniques of marketing. Good marketing attracts and
influences the customers in purchasing the goods and services produced by the company. With
good marketing more and more customers are attracted towards purchasing the product. So this
increases the revenue generation of the company as more people will purchase products of
Sainsbury and this will increase the revenue level of the company.
Identification of target market- this is another crucial role performed by the marketing
department of Sainsbury. The target market is a kind of market on which the company focuses
mostly. With the help of analysis of market company comes to know that who are its target
market or consumers for whom the company has to design the products and services. For
attracting the target market it is very essential for the company to focus on marketing because if
marketing will be eye catching then only the product or service and company will be successful.
Understanding competition- this is also an important and necessary responsibility of
marketing department. Competitor refers to as the business rivals who also deals in same kind of
product and services into the market. Because of globalization the competition has increased
very much so companies have to face high and tough competition. For facing this competition it
is the responsibility of marketing function of Sainsbury to analyse, understand and evaluate the
marketing strategy of the competitor. After analysing the strategy used by the competitor,
Sainsbury will develop its marketing strategy keeping in mind the strategy of competitors
Feedback- it is another role of the marketing function of Sainsbury that is to take
feedback from the customers. This is the major role of the marketing department because if the
consumers are not good with the product or services than company will start loosing its customer
base because the customer will substitute the products from the competitor's product.
Communication with other departments-this is another role of the marketing function
which is very necessary for the company to perform (Mullin, Hardy and Sutton, 2014). The
marketing is a function which is very necessary for the company in order to be successful. The
marketing is a function which is linked to all the other department so it needs to communicate

with other departments in clear way. For example the marketing department needs to
communicate with the production department in order to know the details of the products and
services so that the marketing department can make plans and strategies to promote and market
products and services into the market (Burns, Bush and Sinha, 2014). Also, for having goodwill
in the market and to be successful it is very necessary for the company to promote and market its
products and services at higher level.
Improves the sales- The marketing department also helps in increasing the sales of
Sainsbury. This is because of the reason that marketing department frequently do a market
research in order to study and understand the market and buying behaviour of the consumer so
that marketing manager can understand what the consumer wants and requires. Also, it helps to
know the latest trends currently present in the market and followed by the competitors. All this
information gathered by the marketing department is passed on to the sales department and then
they do the necessary modifications.
P 2 The relation of role of marketing with wider organizational context
Marketing is a special department within the company which is very essential for the
company's growth and success. Marketing may be defined as the combination of various
activities and procedures which the company has to follow if it wants to promote the goods and
services into the market in order to earn profits and increase the market share. In the modern era
the market is not restricted to just the local market rather it has gone on the international level
where anybody can do business with anyone in any country. Because of this globalization the
level of competition has increased very much and for meeting this competition company needs to
have a competitive advantage over its competitors. This advantage can be only the marketing
because products and services are same for all the competitors. So company needs to have
exceptionally good and excellent marketing department.
The marketing department cannot run in isolation with other departments within the
company. All the other departments of the company also need to have a link and clear cut
communication with the marketing department (Barrales ‐ Molina, Martínez ‐ López and
Gázquez ‐ Abad, 2014). For a successful running of business, it is very necessary that all the
departments within the company works in harmony and sync and in proper coordinated way.
This is due to the reason that if there will be proper communication between all the departments

then the work of the business will be done fluently and in coordinated way. The relation of
marketing with rest of the departments is illustrated in the following ways-
Marketing and production- marketing and production departments of Sainsbury needs to
work in proper coordination and sync because both the departments are linked to each other
working (Fan, Lau and Zhao, 2015). The marketing department performs the function of doing
market research with help of which the company can analyse and evaluate the requirements of
the consumers and the latest trends and shifts and inclination followed by the consumers or
expected by the consumers. The marketing department collects and gathers all such related data
and transfers these informations, facts and figures to the production department. Further the
production department after studying the data supplied by marketing department makes the
changes and modification into product or service. In this way all the information gathered is
beneficial for the production department. This is the interrelation between production and
marketing department.
Marketing and finance- the finance is the life line or the heart of whole business.
Without finance or money no work can be started or accomplished within the business. As the
money within the business is always scarce so it needs to be managed very optimally and
efficiently. On the other hand the marketing is a department which deals in promoting products
and services produced by the company into the external market. The marketing is such a function
of company which requires a lot of money as compared to the other departments. This is because
of the reason that the techniques of marketing are very expensive and requires a lot of money
involvement. And the marketing cannot be avoided because it is very crucial for promotion of
company. So all the money requirement of marketing department is fulfilled by finance
department only. So it needs to maintain good relation with the finance department.
Marketing and research and development- the research and development is also an
important department within the business. The business works in such a type of business
environment which is always changing and dynamic in nature. So it is very necessary for
business organization to have an efficient research and development department within it. The
work of R & D is to continuously conduct research in the market to study all the changes taking
place in external market (West, Ford and Ibrahim, 2015). This is because of the reason that the
external forces impacts working of the business very much. So the R & D of Sainsbury after
thorough market analysis conveys all the latest information relating to changes in tools and

techniques relating to marketing to the department of marketing so that it can make necessary
changes and adapt to new and latest techniques of marketing before the current marketing
practices becomes obsolete.
LO 2
P 3 Application of marketing mix in comparison with other company
Marketing mix can be defined as the combination of all the elements of marketing mix
into the right order. It is very crucial to have right marketing mix so that company can grow and
prosper to its fullest and earn more and more profits. The marketing mix is very important for
company because it helps company in promoting and increasing the sales of business. It includes
7 P's of marketing without which the product or services cannot be promoted in market.
The marketing mix followed by Sainsbury and in comparison with Morrison is discussed
in the connected points-
Marketing mix Sainsbury Morrisons
Product- it refers to the kind
of product or services within
which the company deals in.
The product or service should
be such that it satisfies the
requirement of consumers.
Sainsbury is a company which
deals in a wide variety of
products and services to
customers. Sainsbury has a
diversified range of products
including ready to eat meals,
range of bakery products,
organic foods, clothing line,
home furnishing, kitchen
products and many more types
of products (Erevelles,
Fukawa and Swayne, 2016).
Morrisons is a brand dealing in
mainly groceries along with
focus on fresh foods. The
major reason for success of
Morrison is that it keeps focus
on the quality of food which is
preferred by consumers. It also
has many business under its
brand name like Morrisons
Cellar, Just for Kids,
Morrisons Signature and many
more other stores.
Place- it refers to the place at
which products or services
produced by companies are
displayed for customers to see
and look.
It has a large scale working
including around 598
supermarkets and also 714
convenience stores. Out of
these stores 45 stores operates
Morrisons has a wide range of
geographic presence all over
the globe and is second largest
manufacturer of fresh food. It
has around 660 stores out of

for 24 * 7 time. which 150 stores are
convenience stores.
Price- it refers to as the
amount which company
charges from costumers in
exchange of product or service
offered by company.
Sainsbury uses competitive
pricing strategy for charging
process of products and
services. Under this type of
strategy Sainsbury first
analyses the pricing of its
competitor and then charging
price in accordance with that
of the competitors (Dwivedi,
Kapoor and Chen, 2015).
The pricing strategy used by
Morrisons is pricing for market
penetration strategy. The
company uses this strategy
because it aims at attracting
the buyers to purchase product
or services. The customers are
attracted because of the lower
price which the company
charges from consumers.
Under this strategy Morrisons
offer high quality product at
lower price and as the
customer base of company
increases it increases the prices
of products or services.
Promotion- these are defined
as different ways through
which company can promote
and market its products and
services within the market.
Sainsburry has an excellent
system of promoting and
marketing its products and the
services. This company
follows the method of Above
the line (ATL) and Below the
line (BTL) promotional
strategy. Under this strategy
the company uses ATL for
mass penetration of
consumers, BTL for specific
consumer segment.
For promoting products and
services, Morrisons uses the
technique of sample
distribution, free samples. For
promoting supermarkets it
maintains a pleasant and
attractive ambiance and
atmosphere so that customers
feel good in coming to
Morrisons supermarkets.

People- these are employees
and worker who run the
business so it is very necessary
to have right quality of
employees.
For a successful company it is
very necessary to have a well
trained and knowledgeable set
of employees. This is because
of the reason that employees
are the one who leads
company on the way of
success. Sainsbury has a well
trained employees around
148,000 employees serving
and catering needs of around
16 million customers.
Morrisons follow the principle
that the success of organization
is dependant totally on
working of employees and
workers within company.
Morrisons has approximately
117,000 workers and
employees who look after the
needs of around 12 million
consumers visiting to
Morrisons super market
weekly.
Process- this is referred to as
the process involved in
delivering the products and
services produced by company
to consumers.
Sainsbury has a combination
of different types of processes
through which it can transfer
its products and services to
ultimate customers. These are
supermarkets where
consumers can go and
purchase what they want.
Another method developed
recently is online shopping for
customer, wherein the
consumer can get what it
wants by just a single click.
This company also offers a
large variety of channels
through which consumer can
come in contact with company.
These are a variety of
supermarkets, hyper markets,
online stores from where
consumer can get any thing
with just one click.
Physical evidence- it includes
all the things which are visible
to customers when they
interacts with business or
when at times they come to
Here Sainsbury focuses on the
quality of infrastructure of
supermarkets because in case
of online shopping consumer
does not comes in contact with
For the super markets the
physical evidence is the
environment or ambiance of
market and the infrastructure
which Morrisons use. On the

shop to the place of business. company. But in case of
supermarket it is so company
focuses on the quality of
infrastructure like quality of
trolleys and baskets which
consumers used to carry the
products.
contrary for the online
business the physical evidence
is the website and webpage of
company. So it needs to be
very attractive.
LO 3
P4 Marketing Plan
Marketing plan reflects the marketing strategy of the company that company uses to
enhance their product in the market and engage their brand image in the global business. The
appropriate marketing plan reflects the business position in the market and through such plan
they know the estimated of the company to spend on such products (Blythe and Martin, 2019).
This helps them to resolve the matters and also bring challenges in the business regarding
various method which they have to adopted to promote their products in the emerging global
market.
Executive summary:
This marketing plan is executed for the Sainsbury company. The plan for marketing of
cosmetic products in context of SWOT analysis reflecting the internal working of the business
and their objectives to achieve that plan. It also examines the external marketing of the products
relating to PESTLE analysis. Further it described with the 4Ps of the marketing mix regarding
the integrity of the product and their sustainability in the market. It also verifies about the
segmentation, targeting and Positioning of the products which they are making a marketing plan
of the company. At last it elaborates with the budgets and cost which the company incurred
while promoting such products or establishing it into the market.
Aim and Objective:
 To increase the sales in the company By 40% in 2020.
 To increase their number of stores and department by raise in 20% till 2021.

 To increase the interest of customers towards their products in the market by 25% in
2020
 The vision of the company is to make the products more demanding among the customers
in 2020.
SWOT Analysis:
Sainsbury company is based on the retail brand stores and also they had various strength
position in the market which reflect their working and stability in the company and they can also
face challenges if they are strong in managing their internal activities (Sainsbury SWOT analysis,
competitors & USP, 2019). Thus, SWOT analysis is the strategic planning and tool which
identifies the strength, weakness, opportunities and threats which the company and achieve in
relation to facing competition and or appearing in any business project planning.
 Strength: Sainsbury company had the biggest strength and that is having the largest retail
store in Uk which maintain their brand image in the market and aloes attract customer
through the large scale. They attract customers through their services which they are
offering and also provide the faster delivery of services to their clients and customers to
enhance their interests and productivity in their company (Malhotra, 2015). It also
examined that they had the strong leadership bond which maintain the close relationship
with their employees. Leaders play an active role in the company and through their
leadership skills and knowledge they trained employees in the right path and helps them
to achieve gaol at large scale. Through their excellent branding and advertisement
techniques they not only attract the customers with their products but also fulfil their
needs and demand with high rates.
 Weakness: The major weakness which came across regarding the concept Of Sainsbury
company is relation to marketing is that due to changes in prices the stability of the
company is also changed. They cannot sustain their image for longer term in context of
changes in prices. As due to changes in prices the demand of the products also reflect
which sometimes go high or sometimes became low (Babin and Zikmund, 2015). It
affects the productivity of the company and they also not attract the customers for longer
term. This bring challenges in different department in the company and they also had to

suffer losses by not making the proper plans and procedure which they had to implement
in their planning.
 Opportunities: There are various opportunities for the Sainsbury company to enter into
the emerging market and bring their products and marketing strategies into the global
market. They can expand their business into different countries in the result of
globalisation and can also take it as an opportunity to expand their business at different
scale. Franchising is the best method which the Sainsbury can apply to expand their
business and also bring new products into the market. This helps them to enhance their
brand image with more positive thoughts and creativity and also customers gets more fast
and speedy delivery of their products (Lane, 2016). They can also open their stores for 24
hours so that customer can gets their products at any time and can utilize it and bring
business for longer growth. This is the unique technique which is to be implemented by
the company to increase their sales and profits margin in the company for longer stay.
 Threats: As per the concept of globalisation, it brings challenges as well opportunities to
the Sainsbury company to enhance their business globally in international market but it
also arises which more competitors in the market with different strategies. To enhance
their expansion and bring new products in the market, it also faces with more competitors
with the same product but at low prices and quality (Moll, 2016). As due to changes in
time, the taste of customers are also changing they demanding products which are
available at low price, with the best quality. Many companies using their technique to
distract the customers interest towards other products, thus it considered to be the biggest
threat to company. In relation to internal management team, the threat is relation to
employees motivation and award strategies and it also results in bring threat and
dishonesty in employees working to achieve targets in the company.
PESTLE Analysis
It is that tool which is used by company to analyse such factors which are related to macro
environment and they can gather various factors which affecting their working to achieve goals
in the company. The matters are related to PESTLE analysis of the Sainsbury company.
 Political: The factors which affecting the Sainsbury company through external sources
are related to government norm which are imposed regarding importing and exporting of