Sainsbury's Marketing Plan: Growth, Analysis, and Implementation

This report outlines a marketing plan for Sainsbury's, a major UK food retailer, focusing on achieving SMART objectives and employing effective marketing strategies. It utilizes the Ansoff Growth Matrix to explore market penetration, development, product development, and diversification strategies. The report also explains the 4Ps of the marketing mix (Product, Price, Place, Promotion) in the context of Sainsbury's. Furthermore, it includes a marketing analysis using the BCG matrix to categorize products as cash cows, stars, dogs, and question marks. Finally, the report discusses a customer-driven strategy using the STP model (Segmentation, Targeting, Positioning) to enhance customer engagement and market success. Desklib offers a variety of resources, including past papers and solved assignments, to support students in their studies.

Marketing plan

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK1.............................................................................................................................................3
Objectives of marketing plan-.....................................................................................................3
Development of marketing strategies 600...................................................................................3
Explain 4Ps of marketing mix 500..............................................................................................5
Marketing analysis with the helps of BCG matrix 500...............................................................6
Explanation on customer driven strategy....................................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11
Books and Journals...................................................................................................................11

INTRODUCTION
Marketing plan refers to the list of all actions that a business implement to sell its
products and services. It helps the organisation to encourage existing audiences and attract new
customers towards the brand in order to enhance the organisational productivity. Marketing plan
consist various concepts like budget, marketing objectives, SWOT analysis, strategies and
market auditing (Bulatova, 2018). Sainsbury's is the largest food retail company of UK. It was
established in 1869, it is currently trading at big scale. This report will cover the discussion
about SMART marketing plan, marketing strategies with the helps of Ansoff matrix and
marketing mix in context of Sainsbury's. Further this it will involve marketing analysis with the
helps of BCG matrix and customer driven strategies.
MAIN BODY
TASK1
Objectives of marketing plan-
SMART objectives
Smart- It is important for Sainsbury's to focus on reduction of products cots, adaption of
new innovative techniques and effective marketing strategies for enhancing the sales.
Measurable- Sainsbury's should measure the present performance with past performance
and able to evaluate the progress level of the organisation.
Attainable- Company should adopt the new technologies which can increase the
productivity level and helps in developing innovative products in order to achieve the
competitive advantage.
Relevant- New strategies and use of advanced technologies helps the organisation ton
develop the product which helps in creating value to the customers as well as for organisation.
Time- Within the time period of one year the objectives can be achieved.
Development of marketing strategies 600
Marketing strategies refers to the tools which enables the organisation to reach the target
customers with their new products and services for capturing good market share. In context of

Sainsbury's , company use various innovative and high strategies in order to reach the customers
and boost the sales of the product (Olivas, 2021). This helps the organisation in profit
maximisation and creating brand image in market. For better understanding about the marketing
strategies Ansoff growth marketing strategy will be apply in context of Sainsbury's.
Ansoff Growth matrix-
This framework enables management of the company to evaluate the growth
opportunities which exist in the market. It identifies the growth opportunities related to both new
and existing products. It involves various strategies which helps the organisation to apply on the
products as per the market situation and internal situation of business. Ansoff growth strategies
are described below in context of Sainsbury's-
Market penetration- It refers to the selling of products and services in the existing
market in order to attract the new customers and existing customers. In context of Sainsbury's, it
should sell its products in the existing market of UK which helps in encouraging the existing
customers for continue purpose and attracting the target customers. Sainsbury should sell the
product who have high market share, this will helps in increasing the sales of the product. This
will helps in capturing the market share of UK and enhance the growth of the company by
creating brand image in customers mind.
Market development- It states the organisation to expand their business in the new
marketplace in order enhance the growth of the company. In context of Sainsbury's, company
should target the new market where they can attract the audiences towards them that will helps in
enhancing the growth of the company and generate higher revenue. Company should focus on
expanding the product who have high market share and high growth rate because company will
not require lot of efforts and time in developing the product.
Product development- It refers to introducing of new product in existing market. In
context of Sainsbury's, company should produce innovative new product and of low cost in the
existing market. Company should deliver the products which can create the value to the
customers This will helps in influencing the existing customers to buy the product and it will
directly creates a positive impact on profitability of the company. Good brand image in existing
market will not require efforts regarding research about consumers needs and preferences, it will
save the time of the company.

Diversification- Diversification refers to the introducing of new product in new market.
In context of Sainsbury's, company should launch new product in new marketplace which will
generate more revenue and creates a brand image in marketplace. They should develop the
products of good quality and of low cost that attracts the customers towards the brand. Also
should focus on using innovative techniques which can develop the innovative products that will
helps in differentiating the products from competitors product and capturing good market share.
Explain 4Ps of marketing mix 500
Marketing mix refers to the tool which enables firms to pursue their marketing objectives
in the target market. This tool helps the organisation s to promote their products and services in
the market (Chowdhury, 2021). It directly connects a product and services with customers in
order to make the purchase decision of the consumers. Marketing mix is the process which starts
before launch of the product in market and ends after the sales of the product. There are
following 4Ps of marketing mix which are applicable in context of Sainsbury's-
Product- Product refers to the services and goods that can be sell to the targeted
audiences in order to fulfil the needs. A product a consist lifecycle phase which involves the
journey from success to failure of a product. Sainsbury's should produce the products which
creates value to the customers and able to fulfil their needs efficiently. Also they should not
create any negative impact in the mind of consumers. Company should use new and innovative
techniques for producing the product that will helps in attracting the audiences and achieving the
competitive advantage.
Price- Price refers to the amount that customers can able to pay for products and services
easily. Price is considered as a important element of marketing mix which can influences the
buying decision of consumers. Sainsbury's should keeps the prices of the product low in order to
have good stake on customers because high prices leads customers to shift on competitors
products. Low pricing and good quality helps in attracting the customers towards the product
because customers requires low switching cost and can easily move to competitors product.
Place- For distributing the goods and services it is necessary for organisation to place a
product which can be easily accessible for consumers. Sainsbury's has to deliver it products
through both online and offline mode. Offline will help in capturing the market share of UK and
online will helps in attracting the audiences of different locations. Online will be the best place
for selling the goods because of high involvement of customers. For expansion Sainsbury's

should go for online mode because it can be accessible for every customers to make purchase
and and it is less time consuming process.
Promotion- It refers to the tool which enables to publicize their products and services to
the target public. It is considered as an important element of marketing mix which grab attention
of audiences and encourage them to make the purchase. Sainsbury's use various promotional
tools that helps the organisation in reaching to the target customers with their products (Shuotie,
and Wanitwattanakosol, 2021). It provides the data of the consumers about their needs and
preference according to that company able to formulate the products as per the consumers
demand. Sainsbury's should use sales promotion, advertising, social media platforms for
providing the information to the consumers about the products. The most effective marketing
channel for Sainsbury's will be the email marketing,content marketing and social media
platforms. All these will helps in boosting the sales of the company and it will directly generate
the revenue of the organisation.
Marketing analysis with the helps of BCG matrix 500
BCG matrix is the tool which enables a organisation to evaluate the product portfolio on
the basis of different categories. It is includes four categories which helps in determining the
growth of the organisation (Bardus, and Holden, 2022). It is also considered as growth- share
matrix enables Sainsbury's to identify the progress of the products like which product is
performing well or not good and has good market share or high growth rate. There are the
following elements of the BCG matrix which will be applicable in context of Sainsbury's.
Cash cows- It refers to the product and services who low growth rate and have high
market share. These types of products helps the organisation to gain high revenue. Sainsbury's
innovative products of high quality and of low cost will able to capture good market share and
this will enhance the profitability of the company (Elmessory, 2019). Sainsbury's should sell the
products which can create value to the customers like the food items will able to capture the high
market share. They should invest in the research and development in order to innovate the
products.
Stars- Stars refers to the products who high growth and high market share. It helps the
firm to generate more revenue. In context of Sainsbury's, company is trading in wide ranges of
products which helps in capturing good market share and enhance the growth of the company.
Products of good quality and low cost will able to attract the large number of audiences and this

will helps in increasing the growth of the company. Company should use the current products in
order to penetrate in the market. Sainsbury's should use the product who have high market share
and growth for diversification of the business this will leads increase in the productivity of the
company.
Dogs- Dogs refers to the products and services who have low growth rate and low market
share. They do not contributes towards the profitability of the business. The artificially flavoured
products of Sainsbury's will decrease the growth rate and will not like by the consumers. This
will reduce the market share and growth that will decrease the profitability of business.
Sainsbury's should adopt the different techniques for developing the products and formulate the
strategies and plans in order to capture the market share efficiently.
Question marks- Question marks refers to the products who have high market share and
low growth rate (Giovannoni, 2020). Local foods are the question mark for Sainsbury's because
people are moving towards the local food products. Sainsbury's should focus on developing the
food items of different taste and other products features should be different from competitors this
will bring the profitability in business.
It is evaluated that Sainsbury's should invest in stars in order to bring the profitability in
business. This will helps in implementing market penetration, vertical integration and market
development strategies. This will enhance companies position and enables organisation to
achieve the objectives efficiently and effectively.
Explanation on customer driven strategy
STP model is the framework which is been used by the companies in order to segment
their customer base in an effective manner. The organisation can drive towards success in the
market with the help of this particular model. They can provide the quality products to the
consumers and becoming more dominate with the new evolving conditions in the market. The
three main components will help the firm to attain new benefits (Kim, Lee, and Quek, 2019).
This is the tool which will help the company to divided the customer into groups. There are
various stages in relation to Sainsbury's which is been described below:
 Segmentation – This is the stage in which the organisation have the idea in order to
provide the goods and services to the customers. They focus on different groups which
will help them to generate more revenues in the market. In relation to Sainsbury's they
are focusing on providing the quality products to the consumers. The organisation use the

new channels in order to evaluate the customer base through which they are able to
provide the essential goods and services (Kuwabara, Matsushima, and Fukumoto, 2022).
They are also giving the relevant message which help the organisation to achieve the
desired goals and objectives in the market and attract new audience in order to enhance
the overall sales of the company. Sainsbury's is also uplifting the quality of their products
and services. There are various customers which is been opting for the healthy lifestyle.
Sainsbury's is also providing the organic products in order to help the individuals adopt
towards the healthy lifestyle. They are also focus in become more prominent with the
changing marketing conditions.
 Targeting – This is the stage which suggests that the company could target various
customers by formulating on the basis of groups. The organisation could implement new
strategies and methods in order to get the viable results. In relation to Sainsbury's they
have the reach in various regions in order to expand the business and enhance the overall
profitability (Shahriar, and Fan, 2020). The most prominent strategy which is been used
by Sainsbury includes the evaluation of the basis of age, gender, income. They are
focusing in becoming better with the help of various techniques. The firm has also
implemented the new technological tools to attain better outputs and become more viable
in the market. The new tools and utilities will create the major focus to attract the right
audience towards the products and services. They are planning to enhance their reach
with the help of expanding their platforms from which the customers can buy the
products on online as well as offline.
 Positioning – This is the stage in which the organisation use the new methods which help
them position better in the new marketing conditions. There are new platforms which can
be used by the company to create the positive brand integrity in the market. Most of the
organisation is planning to provide the best customer experience in market to reach new
heights and attain the best viable results in the market (Lopatin, and et.al 2019).
Sainsbury' is been using the new ways to create to maintain the brand value and the true
loyal customer base in the market. With the changing market trends they are using the
social media platforms like Instagram, Facebook etc. They are creating the engaging
content which will help them to attract new audience in the industry. They are aligning all
their activities in a uniformed manner to gain the desired momentum with the new

marketing conditions (Vilardi, and et.al 2020). They have enhanced the customer
experience by using the new regulations an ethics which is been adopted by the firm to
get the viable results in a strategic manner.

CONCLUSION
From the above report, it has been concluded that the organisation needs to focus on
using various strategies and methods which will help them to provide the best quality products
and services to the customers. On the other hand, there is discussion about the STP analysis
which will help them to target the right audience and enhance the overall sales of the
organisation. Along with that, there are various marketing strategy which is been used by the
company to increase the market share and achieve growth over a period of time. They are also
able to attract the right individuals through which there are various advantages which can be
taken by them in an effective manner. For further instance, the main focus in this report is to use
the customer driven strategy. The Ansoff marketing strategy is been also used in order to boost
the growth of the company.

REFERENCES:
Books and Journals
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and performance analysis. IEEE Transactions on Wireless Communications, 19(1),
pp.325-339.
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Olivas, A., 2021. Creating a Marketing Plan for a Local Small Business.
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