Detailed Marketing Report: Sainsbury's, Roles, Mix, and Strategic Plan

This report provides a comprehensive analysis of the marketing function, roles, and responsibilities within Sainsbury's, a major retail chain. It begins by explaining the key roles of the marketing department, including strategy formulation, market research, product development, communications, and sales support, and how these roles relate to the wider organizational context. The report then analyzes the marketing environment, emphasizing the importance of marketing in identifying growth opportunities and meeting customer expectations. It also examines the interrelationships between marketing and other functional units, such as strategy and finance. Furthermore, the report delves into Sainsbury's marketing mix, including product, place, promotion, price, and people, comparing it to that of Morrisons. Finally, the report outlines a marketing plan for the company, evaluating different tactics and designing a strategic marketing plan using the 7 Ps of marketing.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
a. Explain the Key roles and responsibilities of the marketing function................................1
b. Explain roles and Responsibilities of marketing relate to the wider organisational context:. 2
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment using the organisation of your choice...............................................................3
M2 Analyse the significance of interrelationships between marketing and other functional
units of the organisation of your choice:................................................................................3
D1 Analysing and evaluating the key elements of marketing function .................................3
SCENARIO 2...................................................................................................................................4
TASK 1............................................................................................................................................4
a) Marketing mix of the organisations....................................................................................4
b) Evaluating the different tactics used by the organisations.................................................7
TASK 2............................................................................................................................................8
A) Producing marketing plan for the company......................................................................8
B) Evaluating marketing plan................................................................................................9
M4 Producing detailed marketing plan................................................................................10
D2 Designing strategic marketing plan applying use of 7 P's of marketing .......................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an essential task in company to maximise sales. Present report deals with
Sainsbury's engaged in retail sector. Key roles and responsibilities of marketing function is
explained, along with marketing mix is prepared. Moreover, marketing plan is prepared.
Interrelationships between marketing and other functional units is discussed. This in turn helps
Sainsbury in offering suitable products to the customer and thereby assists in building
competitive position.
TASK 1
a. Explain the Key roles and responsibilities of the marketing function
Marketing department has the overall responsibility for increasing the company's revenue
income and contributing to company's profitability and growth.
Strategy: The main responsibility of marketing department is to set marketing strategy in line up
with the company's overall objectives, goals and strategy. In the context of Sainsbury, senior
member of marketing department plays a vital role in strategy formulation. There can be
different kinds of strategies made in an organization depending upon the need for it, for
example: strategy to increase market share in different sectors of the economy by opening a
new channel of distribution such as social media to reach across the geographical boundaries
(Dibb and Simkin, 2013.).
Market research: From assessment, it has identified that market research is the most essential
function that is to be performed by marketing department of company which in turn
recognized as its main responsibility. It is done to analyse different market opportunities
with the motive to fulfil each and every need of customer. Market research also helps in
identifying competitor’s strength and weaknesses which in turn assists in action to protect
business with existing customers.
Product Development: In this process marketing department set prices and prepare proper plans
to launch new products before this the marketing department has to work with internal and
external product development team to take information from them about the customer need
for new products or improving the existing one.
Communications: Marketing Departments through different mediums such as e-mail marketing,
product leaflets, company brochures, website, customer newsletter, product data, etc.
1

develop communications between customers and company's product to promote products
and services to customers.
Sales Support: Marketing Department can motivate sales team by facilitating them with high
quality leads through advertisement and visitors to the company websites to register
themselves for free newsletter or special report. Presentation on products are also been
prepared by the marketing departments for sales team. This good quality of cooperation
between sales team and marketing department can speed up the growth of business.
b. Explain roles and Responsibilities of marketing relate to the wider organisational context:
 Strategy: It is the very first and the main responsibility of any marketing department of
any organization as without strategy an organization cannot survive in the market so the
senior member of marketing department has to perform this function to line up with
organization's goals and objectives that are to be achieved. for example: Sainsbury is the
leading supermarket chains all over the world. Thus, if the marketing strategies are not
made properly then it can severely affect customer satisfaction level of Sainsbury. Hence,
marketing department of Sainsbury requires developing good strategies to compete
against competitors in the market to serve their customers at their highest satisfaction
level (Malhotra, Birks and Wills, 2013).
 Market research: Sainsbury will need to do a great research work on the market that
will be done by senior of marketing department to get information about the customers
need, taste, preference.
 Communications: Any organisation has to develop good communication between
customer and company's product for promotion and increase in sales volume of that
product. This can be done through different mediums such as e-mail, marketing, product
leaflets, company brochures, company website, etc. As Sainsbury had established a good
communication with customers through online food delivery service and was able to put
positive impact on its business operations. According to the last annual report 2009 of
Sainsbury, sales volume increased by 25% year after year, and is now available to 88% of
UK households.
 Sales Support: Marketing department of Sainsbury facilitates their sales team by high
quality leads through advertisements and visitors to the company website to register
2

themselves for free newsletter, to place their food order, etc. Presentation on food
products by marketing department established a good relation between the marketing
department and sales team, this good quality of collaboration and cooperation between
them had leaded the Sainsbury to this level of expansion and growth of their business.
M1 Analyse the roles and responsibilities of marketing in the context of the marketing
environment using the organisation of your choice
As Sainsbury is one of the leading retail chains across UK, so marketing plays very crucial
role in this organization. Thus, it is the accountability of marketing department to find out further
growth opportunities of business and customers expectation. Such updated information provides
high level of assistance in improving the quality of existing products and services. Marketing is
also very much important in Sainsbury pertaining to drafting strategies which helps in gaining
competitive edge over others (Lancaster and Massingham., 2010).
M2 Analyse the significance of interrelationships between marketing and other functional units
of the organisation of your choice:
Marketing and strategy:
Both the aspects are interrelated in many ways; one of them is that strategies cannot be
formed unless and until marketing is done. Thus, through marketing Sainsbury comes to know
about the requirements and need of customers through which proper strategies can be formed to
fulfil all needs and requirement of customers of Sainsbury.
Marketing and finance:
Marketing is important for financing because without marketing cash flow cannot be
done properly. Thus, without marketing assessment it will be difficult to forecast future
consequences of finance in Sainsbury.
D1 Analysing and evaluating the key elements of marketing function
The main role of marketing is to conduct research and gather information about needs of
consumers. Once needs have been analysed then entity circulate information to the production
department and the make modification in the existing products so that enterprise can meet with
the expectation of consumers. Another main function of the marketing is to circulate information
about products to consumers (Piercy, N., 2014). This helps in attracting them towards the brand
and raising profit of the firm. This is closely related with finance department of the firm because
3

this impact on the cash flow activities of the company. Thus, this is interrelated with other
functional unit of the organization.
Pricing is the major element that can impact on functioning of marketing because if company
is offering products at high cost then it might influence decision of the consumers. Whereas
products quality is the major component, if products of the firm are satisfying needs of customers
then it may attract them towards the brand without conducting any marketing strategies.
SCENARIO 2
TASK 1
a) Marketing mix of the organisations
Ps of marketing mix Sainsbury's Morrisons
Product mix Sainsbury's is a chain of
supermarket in UK which has
the stock collection of more
According to the expansion of
customer base through
attraction of more customers is
4
Illustration 1: 7Ps of Marketing mix
(Source: Marketing Mix: Definition, 7Ps (Extended Mix), 2017)

than 30,000 product line from
which the own-labelled goods
are 20%. The range of
diversified products includes-
fruits and vegetables, fish and
meat, dairy and bakery
products, beer, wine spirits,
health and beauty essentials.
The firm has every type of
product for its various needs of
customers.
very essential to Morrisons. It
can be done easily approached
by improving the existing
product and introducing more
products for new rising
demands of customers. Sale is
expected to improve with
expansion of its new product
line.
Place mix The organisation has started its
business in the year 1922 in
the Drury Lane, London and
was one of the largest grocery
store in UK. According to the
report, organisation has 608
supermarkets and 806
convenience shops taking to
1423 shops. The market
dominance covered by the
entity is mostly in the areas
Wolverhampton, Enfield,
South-East London, Dartford,
Redhill, Guildford, Swindon
and Torquay. Customers can
even choose the products
online and also with the help
of phone calls (Baker, M.J.,
2014).
It is very important for every
customer to choose the right
market. The organisation
needs to understand the right
market for its products.
Research on market
segmentation has to be carried
out and various distribution
channels has to be decided for
the products.
5

Promotion mix The strategy adopted by
Sainsbury's is both BTL and
ATL to promote the product in
consumer market. The sales
promotion are used with the
help of incentives and database
marketing as an essential part
of the marketing strategy. The
official site of the organisation
is the best promotional tool. In
order to build sales Sainsbury's
has introduced Nectar Reward
Card and increase the
consumer base. The slogan
like 'quality perfect prices
lower' attract the customers
most and describes the
organisation in the perfect
way.
Various techniques has been
adopted by the entity to
promote the brand nationally
as well as internationally.
Techniques includes direct and
indirect marketing and
different type of advertising
has been adopted in order to
attract numerous customers
(Du Plessis, C., 2015).
Price mix The posted revenues and
operating income of the
organisation was pound
26.224 Billion in the year 2017
respectively. The strategy of
price mix offers value for
money to its customers,
therefore there have been
various prices set for different
products. The quality of
products has been maintained
to ensure the stability in
Customers have the view point
to pay negotiable prices for
substitute products in the
market. Morrisons is thye
organisation which has been
always ahead in offering ng
the goods at lower prices as
compared to its competitors.
Furthermore, pricing strategy
includes giving discount at
various rates, offering coupons
and providing the best reduced
6

customer retention by the
organisation.
prices.
People mix It is one of the main extended
Ps of the marketing mix which
is concerned with the
workforce of Sainsbury's. The
organisation takes care of it
employees in a very well
manner and always tries to
motivate them by offering
different financial and non
financial incentives.
When the services being
delivered by the organisation,
the person delivering it is not a
unique one rather than the
staff. The entity mainly invest
in defining and training the
appropriate kind of person in
order to fulfil the service roll .
Process Processes are being clearly
delivered by the service
providers of the organisations.
An individual defines the areas
of customer preferences
(Swoboda, B. et.al., 2015).
Morrisons has the ability to
offer the services, handles the
protests and resolves the issues
before they actually happen.
The process mix of the
organisation is a versatile and
a strong one.
Physical evidence mix It is the vital element which is
very perfectly adopted by the
company. There is a kind of
inviting and is very simple to
explore if being sold on the
pricey side.
The company efficiently uses
this element takes location of
the services delivered very
significantly. Entity offers
good level of comfort and
attractive products to its
customers.
b) Evaluating the different tactics used by the organisations
The marketing mix applied by the organisations has broadened the marketing
management for the entity. It is a very familiar marketing tool has been applied very effectively
7

by the organisations to pop up the offerings of services and products to its potential buyers.
Marketing is an activity which continuously evolves discipline in the cited companies in order to
plan the future ahead in the competitive environment of the market (Human, G. et.al., 2016).
TASK 2
A) Producing marketing plan for the company
Executive Summary
Sainsbury's Plc will produce new clothes segment and will sell in the market. It will focus
on the customers of households and would attain profits accordingly and maintain its market
position in the best possible manner. It will be able to attain income by maintaining leadership in
supermarkets.
Company Overview
Firm is engaged in retail and lifestyle sector and has good market share. Moreover, it is
headquartered in UK and is market leader and earns good quantum of profits. The tagline of
company is Good food costs less at Sainsbury's. It focuses on providing and selling goods at low
prices. This would be beneficial for company in selling goods in effective manner and
accomplish goals.
Objectives
 To attain 10 % of growth in revenue in the first quarter of financial year.
 To position goods at affordable prices to attain customer's base
 To provide quality goods and become market leader
SWOT analysis
Strengths
 It has employee's base of more than
180,000 people.
 Good advertising techniques
 It has good leadership team
Weaknesses
 The food prices have risen in the world
market and thus, company is selling it
at higher prices.
 Competition is increasing in retail
sector.
Opportunities Threats
8

 Sainsbury's can effectively enter new
markets by taking partnership or getting
into joint ventures.
 It can expand in nations like Asia,
Africa.
 Globalisation has increased which has
posed challenge to firm.
 It has to source for better quality
products to outreach its rivals.
Target Market
The target market of Sainsbury's is to reach into households of UK so that customer's
base can be increased and as such, profits could be achieved in effective manner. Moreover, it is
required that organisation should make strategies so as to attain market share.
Segmenting: The target segment of company is people who shops on online basis and also on
traditional basis.
Targeting: Target market of company will be households who will buy the clothes from
company.
Positioning: The cost leadership strategy will be implemented to provide goods at low prices.
Budget forecast
Particulars Amount
Online Advertising expenses 2000
Operational expenses 1000
Marketing costs 2000
Total 5000
B) Evaluating marketing plan
The marketing plan is prepared which will be beneficial for the company in attaining
good quantum of growth by launching its new product. After making a strong strategy and
implementing it, then only Sainsbury can survive in this competitive market and would become
9

able to enhance customer base. A good and strong strategy can lead to bigger growth
opportunities. Hence, company would attain profits (Wirtz,2012.).
M4 Producing detailed marketing plan
The marketing plan is prepared by taking into account and conducting SWOT analysis
and target market is listed which would provide company with increased sales in the best
possible manner. Budget forecasts and objectives are devised which will be helpful in attaining
marketing of commodities quite effectually and product would be successful (Fill, 2011).
D2 Designing strategic marketing plan applying use of 7 P's of marketing
Strategic marketing plan can be taken by conducting 7 P's of marketing. The Product mix
can be achieved by targeting product in the market. On the other hand, price mix could be
attained by following cost leadership strategy. Furthermore, promotional mix can be attained by
devising advertising (Berkowitz, 2010). Moreover, place would be able to sell at markets where
company could attain profits by increasing customer base.
CONCLUSION
Hereby it can be concluded that marketing is considered as one of the most essential
function of business unit. Marketing function is closely related with other functional unit of the
firm. Due to the fundamental, logic of the elements of marketing mix, it helps the companies in
being financially as well as ethically sound in the marketing environment and helps to adapt the
changes in the market in each field like in social media, the essential updates in the places where
the companies can easily sell the product according to the expectations of potential customers in
a frequent changing environment.
10