Marketing Plan and Comparative Analysis for Sainsbury's (ME)

This report delves into the marketing strategies of Sainsbury's, a prominent UK retail company, and conducts a comparative analysis with Morrison's. The introduction highlights the importance of marketing in business and outlines the key roles and responsibilities of a marketing manager. The report then compares the marketing mix (product, price, place, promotion, physical evidence, process, and people) of Sainsbury's and Morrison's, analyzing how each company applies these elements to achieve its business objectives. Furthermore, the report produces and evaluates a basic marketing plan for Sainsbury's, including a situational analysis with a SWOT analysis and the application of STP (Segmentation, Targeting, Positioning) analysis. The report addresses the challenges of the COVID-19 pandemic and Brexit on the company's financial structure and proposes a new marketing plan focusing on launching its own delivery system to target local areas and enhance customer reach. The report concludes with a summary of findings and recommendations for Sainsbury's marketing efforts.

Essentials (ME)

Table of Contents
Essentials (ME)...........................................................................................................................................1
INTRODUCTION.......................................................................................................................................3
Task Two: Written Marketing Plan and Comparative Analysis...................................................................3
TASK 2.......................................................................................................................................................3
P3 Compare the ways in which different organizations apply the marketing mix to the marketing
planning process to achieve business objectives......................................................................................3
TASK 3.......................................................................................................................................................7
P4 Produce & evaluate a basic marketing plan for an organization.........................................................7
CONCLUSION.........................................................................................................................................11
REFERENCES..........................................................................................................................................12

INTRODUCTION
Marketing is an integral part of a business which continuously helps to enhance the
purchasing, selling, distributing & delivering the activities of goods & provide crucial services
which can aid to boost the brand value of the firm. Marketing manager is responsible to perform
various roles & responsibilities & maintain key functions of marketing & apart from this
manager also take care about the marketing essentials. The prime concern of this report is to
discuss about key roles & responsibilities of marketing function of Sainsbury's which founded by
John James Sainsbury's in 1869 & the headquarter established in London. This company
maintains 2nd largest position as a manufacturing & retail company in UK. This project will
discuss various key marketing functions; determine the importance of interrelationship between
the marketing functions & other functional units of the firm. This project also applies marketing
mix and compares it within two organizations to maintain planning process to obtain the business
objectives. Moreover, this project also determines the marketing plan for the development of the
firm.
Task Two: Written Marketing Plan and Comparative Analysis
TASK 2
P3 Compare the ways in which different organizations apply the marketing mix to the
marketing planning process to achieve business objectives.
Marketing Mix Sainsbury's Morrison’s
Product Company maintains all the
considerations related to the product
and product line so that sensory can
effectively provide wide range of
products to their customers. Company
maintain more than at least 15000
Morrison pays more attention on
their products and services so that
company can effectively recover all
the losses of Brexit and pandemic.
Now the main concern of the
company is to improve the quality

products related to the fresh food,
bakery, frozen food, cleaning,
household, entertainment , clothing &
many more. Due to uncertainty of
covid-19 pandemic & also Brexit ,
company survived the most and now
company is looking forward to invest
more on their own goods & services
so that company can effectively
improve the demand of their product
at the whole market place (Al Badi,
2019).
and standard of the products
maintain the freshness of the food
related products. Morrison conduct
selling of their products through
brand such as M cellar, NuMe, M
signature , M kitchen & Just for
kids. Company provides diversified
products range to their customer so
that they have various choices to
purchase as per their continent.
Price The main concern of Sainsbury's is to
set convenient price of their product
so that company can easily attract the
customers towards their product.
After Brexit, company faced various
ups and downs in their marketing so
now company is follow positioning
strategy and also uses premium
pricing strategy so that company can
effectively target the customers as per
the medium to high market prices.
Now Sainsbury's sad cheaper price as
compared to the rivals so that
company can effectively manage the
losses of covid-19 pandemic and gain
more Competitive advantages.
Due to the pandemic & also Brexit,
the marketing of the company
decrease so now company set
suitable & pocket friendly price of
their products. Morrison’s adopt cost
leadership pricing strategy and also
use promotional pricing strategy for
their seasonal offers and discounts.
Company also utilizing premium
pricing strategy for those customers
who maintain high budget in their
purchasing. Morrison also use
bundle pricing strategy for those
customers who have low budget to
purchase goods and services.
Place Sainsbury's considered as the second
largest retailer company in UK which
Morrison operating their business
and circulate product and services in

operating their business in various
supermarket, stores. Company is
offering their products more than 600
supermarkets & stores. Sainsbury's
also so come on social media and
doing online business and now after
the pandemic situation, online
platforms is more convenient for the
customers. Company receiving more
than 250000 orders on weekly basis
(Biaudet, 2017).
various places. There are many
supermarket & stores of the
company in many places. Company
offering their products more than
600 stores & 150 outlets. Complete
also regulating humorous
distribution channels which can help
full in supply and chain management
of their product and services in
various places so that customer can
effectively get their product inside
and outside UK. Because of Brexit,
company experience various adverse
situation and now company is trying
to maintain their supply chain in
more places. Company maintains
strategic partnerships with Ocado
which can helpful to improve the
fast food delivery.
Promotion This is contained as the most
prominent marketing mix element
which can help full to improve the
marketing of the company's product
and services with the help of
promotional activities and marketing
campaigns. Sainsbury's is the big
brand so Company promotes their
goods & services through celebrities
such as David Beckham, Denial
Sturridge, Jamie Oliver and many
more that are influencing the
Morrison is more Google about their
promotion strategy because company
want to take more competitive
advantages as compared to their
competitors. Covid pandemic &
Brexit effect more on the buying and
selling activities of the company so
that now company utilizing various
social media platform like websites,
Facebook, Instagram, Twitter
YouTube and many more to take
attention of their customer so that

customers and provide positive impact
on their mind so that they can
effectively take appropriate decisions
about the purchase. Sainsbury's also
utilizing other promotional techniques
like TV, newspapers, print media,
banner, outlets etc.
they can well aware about new
product and services of the company
(Blythe and Martin, 2019).
Physical
evidence
Sainsbury's using online and offline
medium to sell their product and
services. In context of offline
medium, company their product in
supermarkets, stores, outlets so that
company can effectively conduct face
to face interaction with their
customers which can help full to
maintain good relationship with them
and also enhance their trust level.
Morrison company providing their
products in supermarkets, outsets so
that customer can directly purchase
product from there. Uncertainty of
Brexit & covid, affect the whole
marketing of the firm so company do
some modification on packaging of
their products which can help to take
more concern of their customers.
New packaging is more attractive
and helpful to enhance the brand
image of the company.
Process To maintain the marketing of the
product and services, there is a
requirement to maintain the process of
the operations effectively and also
implement appropriate strategy which
can help full to improve the process of
the Sainsbury's. After the Covid &
Brexit, now company is looking
forward to maintain their supply &
change management process which
can help full to improve the delivery
Company is implementing a specific
operational process in their product
and services so that company can
effectively maintain their
manufacturing and production
process. After Brexit, the main
concern of the Morrison is to
improve their marketing activities
and alsomaintain supply chain
management system so that can
effectively maintain all the process

system and supply chain management
in an appropriate way (Carson,
O'Connor. and Simmons, 2020).
and gain more profitability.
People Customers are the king of the market
so that companies are taking more
efforts to fulfill the requirement of the
customer with their product and
services. Sainsbury's manager follows
appropriate strategies to maintain
healthy relationship with their
customer which can lead the profit
maximization. Manager of the
company apply strategic hiring and
selection process so that company can
effectively choose high talented
employees who are more capable to
deal with the customer and fulfill all
the requirement of them. Employees
can take feedback of their customer
and also satisfy them with their
services.
Morrison is continuously trying to
establish healthy relationship with
their customer so that company is
more concerned about their
recruitment process in which
manager can recruit high potential
employees who are more capable to
maintain good engagement with the
customers. Because of Covid &
Brexit, Morrisons also more focus
on their customers and also provide
them high quality of products so that
they can become their loyal and
potential customers.
TASK 3
P4 Produce & evaluate a basic marketing plan for an organization.
Marketing Plan
Due to covid 19 pandemic, Sainsbury's faced many critical situations and also fluctuations
in financial structure. Sainsbury's is most famous British organization which provides various
household, clothing and food related products across in many locations. Now to deal with the

Brexit situations & also maintain all the losses of pandemic and lockdown situation, company is
working on marketing plan. The new Marketing plan is all about launch company own delivery
system in which company can deliver their product and services to their customers and target
niche & local areas people who are suffering to purchase products because of distances (Hugos,
2018). The main plan of company is to provide suitable delivery to their local area customer so
that they can effectively get products which they ordered on a specific time period & a particular
location so that they can prevent themselves from the harmful impact of the pandemic and also
keep maintain social distancing.
Situational Analysis
In order to make successful marketing plan, it is mandatory for the company to conduct a
situation analysis in which company can effectively identify the strength and weaknesses.
Through situation analysis, Sainsbury's can effectively analyze the impact of internal and
external environmental elements and so that company can appropriately determine their strength
and strong points and apart from this company also identify their weaknesses and prepare
specific plan to convert all the weaknesses into strength. For new marketing plan, Sainsbury’s is
needed to analyze their strengths & weakness which can helpful to provide many opportunities.
With the help of SWOT analysis, Sainsbury's can effectively conduct the situational analysis
which can helpful to make new marketing plan to launch own delivery system will be successful.
SWOT Analysis
Strengths Weaknesses
 Company containing appropriate
marketing activities through TVCs,
online marketing campaigns, ads, other
digital marketing operations.
 Sainsbury's maintain huge supply chain
management system & also deal with
numerous distribution channels &
 Sainsbury’s providing their services on
limited geographical as compared to
their rivals.
 Some specific allegations and incidents
related to the farmers right give the
negative impact on the market value of

suppliers (Pappas, 2017).
 Company also take place in the London
Stock Exchange & FTSE index, this is
also a big strength of the Sainsbury's.
 Company also contain large reach to
the customers through social media
platforms & offer them high quality of
goods. Apart from this, company also
participates in events & also
sponsorship such as Paralympics.
the company.
Opportunities Threats
 Compare have opportunities to expand
their whole market place and also
enhance their geographical reach which
can lead more profitability.
 Sainsbury can adopt advanced level of
technologies and software system &
most suitable technological feedback
which can help full to add more value
on the brand image of the company.
 Company can engage with small sector
firms and maintain specific partnership
and merger and acquisition system to
improve their business operations and
target many market places.
 Due to Brexit , company faced various
financial crisis which is considered as a
big threat.
 High level of competition in retailing
industry also considered as the main
thread.
Marketing Objectives
To provide high standard goods & services to people so that company can effectively
improve their customer base and enhance their profit more than 3% within 2 years.

STP Analysis
To execute marketing plan effectively it is necessary for the Sainsbury's to apply STP
model which are discussed below -
 Segmentation - In this element, Sainsbury's divide the whole popular into groups on the
basis of demographical & also geographical segment which can helpful to cover the
customers via new delivery system.
 Targeting - After segmentation, Sainsbury's need to target that audience who are already
divided into groups as per the income, age, gender & culture of the people. Company
mainly target local areas people.
 Positioning - To maintain the positioning of their new delivery system, Sainsbury's use
online & offline both techniques to spread awareness about their new delivery system so
that all people can aware about it (Pride and et. al., 2017).
Marketing Tactics
 Product - company providing various product lines and high quality of products to their
customers who can help you to provide them more competitive advantages. Company
now planning to provide their products with own delivery system to the local customers.
 Price - Company set appropriate price as per the distance of the location. For small
location company provide free delivery system and for far locations company is planning
to charge suitable price to their customers.
 Place - Company contain various stores for the new delivery System so that delivery
agent can easily reach the particular location of the customers (Šedík and et. al., 2018).
 Promotion - Sainsbury’s promote their new marketing plan through social media
channels like Facebook, Twitter, Instagram and also use traditional channels like TV,
radio & newspapers.
Action plan
Cost & Budget - To maintain marketing plan it is compulsory for the Sainsbury's to
prepare proper budget which can help you to take care about investment and also expenditures in
delivery system.

Monitoring & controlling process
Key performance indicator ( KPIs) - This technique is beneficial to measure the current
performance of the company at the whole. Sainsbury's use this measurements tools effectively
which can help us to provide long-term sustainability rate (Uksumenko, Kuzmicheva and
Vorozhbit, 2017).
CONCLUSION
As per this project it can be concluded that to maintain marketing activities is the main
purpose of the companies so that they can effectively maintain their marketing essential. The
main purpose of this project is to identify the various roles and responsibilities of the marketing
functions which can provide positive impact on the working of the organization. This project is
also discussed about specific interrelationship between marketing and other financial unit of the
firm. This project also conducted marketing mix between two to organizations. Moreover this
report also discussed about marketing plan for the development of business after Brexit &
pandemic.

REFERENCES
Books and Journals
Al Badi, K., 2019. Implementation of marketing concept and organizational culture in SMEs in
Al Buraimi–Oman. Benchmarking: An International Journal.
Biaudet, S., 2017. Influencer marketing as a marketing tool: The process of creating an
Influencer Marketing Campaign on Instagram.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Carson, G., O'Connor, C. and Simmons, G., 2020. The crucial role of market intelligence in the
development of small business marketing capabilities. Journal of Small Business and
Enterprise Development.
Hugos, M.H., 2018. Essentials of supply chain management. John Wiley & Sons.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications, 23(2), pp.195-218.
Pride, W.M. and et. al., 2017. Marketing Principles with Student Resource Access 12 Months.
Cengage AU.
Šedík, P. and et. al., 2018. Generation marketing in strategic marketing management: case study
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Uksumenko, A.A., Kuzmicheva, I.A. and Vorozhbit, O.Y., 2017. Effective marketing strategy
for regional banks.