Marketing Plan Report: Sainsbury's Marketing Management Strategies

This report provides a detailed marketing plan analysis for Sainsbury, a prominent supermarket chain. It begins with an introduction to marketing management and its objectives, emphasizing planning, organizing, and controlling marketing activities to attract customers and improve business performance. The main body delves into the role of data in enhancing relationship marketing within Sainsbury, focusing on how data increases understanding, manages customer information, improves decision-making, and enhances customer experience. It then assesses segmentation, targeting, and positioning strategies specific to Sainsbury, considering its mass-market approach and strategies for reaching diverse customer groups. The report also explores the rational for innovation in product and service design, outlining product life cycles and strategies for developing new ideas and pricing. It concludes by summarizing the key findings and emphasizing the importance of adapting to the changing needs of customers to maintain a competitive edge. The report includes an introduction, main body, conclusion, and references, covering various aspects of marketing management within the context of Sainsbury's operations.

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
The role of data in Sainsbury for improving relationship market are as defined: ......................2
An assessment of the concepts of segmentation, targeting and positioning specific to a product
or service. ....................................................................................................................................3
To create a rational for innovation in product and service design in meeting the needs of
customer in line with chosen organisation’s strategy..................................................................5
Develop viable solutions within a specific target group in your chosen business and review
their effectiveness in meeting customers’ needs..........................................................................6
CONCLUSION................................................................................................................................7
REFERENCE ..................................................................................................................................8

INTRODUCTION
Marketing management is the term that uses by all business concerns in order to operate
the business smoothly by using different sources of marketing. The main objective of marketing
management is to make planning, organising, directing and controlling the marketing activities in
relation to organisation which can help to attracts the number of customers and increases the
business performance (Galli, 2020). This is involving different types responsibilities such as
desertification of needs and wants of customers, putting together estimates and budgets for
marketing campaigns, submission for advertising agencies and preparing sales and advertising
contracts that can helps to increase the sales of organisation and manage the organisational
profitability. This report is prepared on the basis of Sainsbury organisation that is supermarket
providing variety of products and services in challenging environment and increases the
performance. This report is covers marketing plan, capabilities, role of data in improving
relationship marketing, concepts of segmentation, targeting and positioning and specific target
group.
MAIN BODY
Marketing is the needed programme for everyone which is uses to inform people,
introduce new products and services and increases the sales by selling the products and services.
The management is required to understand what people wants and how they can be satisfied in
challenging environment. In organisation, marketing is main function which can help to operate
and manage the functions and activities. The managers of organisation is playing important role
as they analysis the market and get what are wants of people then make efforts to bring changes
accordingly. Sainsbury is c0onsidered as second largest supermarket in UK that was founded in
1869, by John James Sainsbury. This is leading organisation that is operating, administrating,
directing and controlling the business activities which can help to improve the business
performance. In this organisation many employees are working out of them marketing
department have a great values as it make strategic plans in order to inform people and selling
the products by encouraging them. In competitive environment it is important to have a specific
marketing plan by involving all stages, working activities and segmentation for the purpose of
targeting potential customers (Ding, Gamache and Kayastha, 2019). This can help to manage and
complete the task on timely basis and maintain the profitability effectively. For example, the
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selected organisation wants to expand its business and sales so it needs to be selected a proper
location where it can open its store and it should be centre place where people can reach easily
and make decision to buy the products and services by completing task. In this, marketing plan is
prepared that will help to inform people regarding new products and services which can help to
reach the potential customers (Hollensen, 2019).
Evaluation of the role of data in improving relationship marketing within organisation
Marking plan is defined as operational document that demonstrate how a business
industry is planning to use advertisement and marketing for out reaching target market. This can
help to attracts the customers by delivering better quality of products and services on timely
basis and increases the organisational performance. Relationship marketing is important term
that uses to build the customer loyalty to a brand rather than short term marketing in relation to
particular products and services. This can be helpful to increase the organisational performance
and profitability by accepting challenges and delivering better quality of products. The data in
relation to business is needed information which is uses by management in order to maintain the
good relationship with customers, employees and employers. As data is becoming very important
part of marketing which is uses to gather the information regarding industry's performance,
customers, industry than ever before. This knowledge helps to improve the value and sales of
products. In context to Sainsbury, data is using by management for many purposes as gathering
information, seeing past situation and strategies, formulation of new policies, increasing
performance and delivering best quality of products that can help to attracts the customers and
maintain the high profits (Ghasemaghaei and Calic, 2019).
The role of data in Sainsbury for improving relationship market are as defined:
Increases the understanding about data landscape – The data in relation to business
and past informations is considered as solid foundation of accurate data which can help to
reporting properly and complete the task effectively. This can help Sainsbury organisation to
make the plans accordingly and deliver the quality of products as well as services.
Data and technologies uses to manage the customer information – In Sainsbury,
using new technology a clear and high quality of data customer information will be capture by
management that can help to maintain the good customers relation by collecting the informations
about customers and provide them products which helps to bring improvement in customer
relationship (Role of data for improving customer relationship marketing, 2020).
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Improve decision making – As if organisation is having correct records then it provide
more intelligence and segment which uses to maintain the competitive advantages. The
management of Sainsbury is improving their decision making by capturing clear data and
increasing intelligence that attracts customers.
Customer experience – The another role of data in customer relationship is experience
which is possible through having accurate and appropriate data of customers and their contacts
which can help to maintain high performance. For instance, management of Sainsbury
organisation is improving customer experience by getting their feedback and bring the
improvements accordingly.
Improving customer expectation and service excellence
For marketing and customer relationship data is important as it mainly uses to focus on
growth strategy by filling the customer expectations and service excellence. In Sainsbury, data is
uses to predicts the needs and preference of their customers, providing and promoting fast
accuracy, uses in current period, makes the enterprises culture about the customers, customer
services provided according to preference, using e-commerce where decisions are taken by
analysing all activities which can help to improve the business performance and deliver the right
services to customers. In this services are provided by management as customer wants which can
help to make right decision for further buying and attaining the business goals effectively
(Mikalef and et. al., 2020).
An assessment of the concepts of segmentation, targeting and positioning specific to a product or
service.
The marketing segment is considered as activity of dividing a broad customer or business
market in to sub groups of customer based of shared characteristics. This is important for
organisation to focuses on segmentation that can help to divide the customers in to different
groups and make decisions accordingly. This can help to bring changes as per need of customers
and delivering them products appropriately. Sainsbury is focusing on market segmentation by
considering the market plan on the expansion of products for increasing client satisfaction by
studying more about customer preference (Souri and et. al., 2019). For maximising value,
satisfaction of consumers management are focusing on preference and behaviour and attitudes
different points are focused such as:
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Segmentation – In this, management are focusing on mass market that is considered as
high appeal of segment and suitable for larger organisation. Sainsbury is segmenting the people
in mass market by considering all marketing requirements and manage the good performance in
relation to marketing and improving the good performance. This mainly focuses on geographic
area where management are opening stores that can be easily reachable for customers and helps
to increase the organisational sales and productivity. This also helps to improve the
organisational performance and profitability by increasing customers and aware other people
regarding products (Ghazaryan and et. al., 2020).
Targeting strategy – This strategy in marketing plan of business defines the viability
that involves those people who have preference and wants Sainsbury products as children, youth,
old age people etc. In this, marketing manager of selected organisation identify the needs of their
clients and providing products accordingly which cam help to improve the business productivity
and profitability in changing environment and managing all performance effectively. People who
needs products they can place order by using online system which is provided by organisation
that make easier buying and payment process and make happy to customers in changing
environment.
Positioning strategy – This is defined as market for different type of production and uses
to improve the position of organisation in competitive business environment. For example, the
stores of Sainsbury are located at centre of market that are recommended for all people whether
old, young and middle age people. This attracts people who wants to buy better quality of
products and services in dynamic environment and creates the good position of their business.
This organisation is managing the leading position in environment by offering different and
innovative products that convenience customers. The products of such organisation are compete
with other brand that can help to differentiate easily and maintaining good performance (Saura,
Palos-Sanchez and Correia, 2019).
Therefore Segmentation strategy is uses by Sainsbury for the purpose of expanding
business, targeting all people and maintaining high position by capture the larger portion of
market which attracts customers and encourage them for buying the products and services
effectively.
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To create a rational for innovation in product and service design in meeting the needs of
customer in line with chosen organisation’s strategy
For organisation who are proving products and services to customers is needed to
understand how their clients will be satisfied and how they will meet with needs of customers. In
changing environment the needs and wants of people are also changing where they are
demanding new products and services. Therefore, new product range will be increases by
management of Sainsbury organisation that can help to improve the productivity and
profitability. This is important for organisation to develop the products and services by bringing
innovation and new technology so customer make right business decisions (Asseraf, Lages and
Shoham, 2019) . In chosen organisation for developing new products and services there is need
to follow the strategies that are as follows:
The life cycle of products and services :
 Development - In this stage Sainsbury is outlining on innovative idea only where
heavily research is required to analyse the market and conduct the proper
research.
 Introduction- In this, the managers are launching new products and services by
spending the amounts on marketing that can help to attracts the customers.
 Growth – In this, products and services are growing it self as customers are
increasing and they are showing their satisfaction. The next work is to make
efforts to reducing the cost of organisation in challenging market.
 Maturity- This stage is showing slow sales growth where need of reducing
production and marketing cost. In this organisation is facing the high competition
and reduces the price of products which reduced profits (Bonaparte and White
2020).
 Decline – The profit margin of company declines as having high competition
where organisation is started to make plans and invest in new products more.
Developing the ideas – This is the process of increasing insights of business people that
is clients or customers are satisfied from their offered products and how they can bring changes.
The management of Sainsbury is developing their ideas by meeting with customer's expectations
as providing new products , using new technology and thinking about competition which can
help improve the product and services design and help to meet customers expectations.
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Pricing of products and services – In the business industry this main role plays by
responsible person who have knowledge about organization and product cost. For customers
price is main consideration where management set the prices of products that attracts customers
and help to meet with customers expectations. Sainsbury's management is considering this point
and setting the reasonable price of their products as per customers expectation which helps to
improve the business profitability.
Investment and control – In innovation and new product design this is another rationale
that ma affect the business. This is more risky for Sainsbury to make investment plan and
consider all factors that are related to business. Herein, management is required to control budget
and cost by investing on projects and can help to improve customers expectations by managing
them properly (Córdova Freire, 2019).
Develop viable solutions within a specific target group in your chosen business and review their
effectiveness in meeting customers’ needs
This is important for organisation to understand the target group and provide the products
accordingly which can attracts the customers and improve their insights. In the changing
environment, management is required to provide the specific solution of rationale and problems
which are facing by Sainsbury in innovation the design of products and services. For reviewing
the customer's needs management is required to understand need firstly and formulate the plans
which can be uses to meet customer's requirements. For management this is required to have
proper knowledge about marketing and its sources that can be uses to influence people and make
efforts to increase the sale of organisation. Such as management of Sainsbury should be uses
social media and print media to inform the people and manage the organisational sales
effectively. This can help to manage and control the sales by running a business effectively. The
next strategy is price optimisation strategy which can be uses by organisation to set the prices of
their products and services that can help to improve the profits. This can help to influence the
customers and dealing with changes properly. If organisation is providing products at reasonable
prices then it can attracts the customers and encourage them to buy the products. Moreover,
innovation is another strategy which can be uses to get the competitive advantages in challenging
environment which help to capture high market share and brand image (Kiráľová, 2019).
Effectiveness of viable solution
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From the above discussion it is analysed that Sainsbury is larger size organisation for it
marketing is important that can help to increase the number of customers. By using pricing
strategy, innovation, meeting with customer's needs, providing satisfaction, delivering better
quality and design of products are effective strategy and solution that would help to meet with
expectation and improve the organisational productivity and profitability in changing
environment (Taillie and et. al., 2019).
CONCLUSION
From the above report it can be concluded that marketing management is required to uses
perform different functions as it provide information regarding products, attracts people and
make decision to buy the products. The marketing manager is playing important role as they
analysis the market and get needs and wants of people which can help to deal with changes and
improve the business profitability. Data in relation to business is very important that can help to
improve the customer expectation and service excellence that helps to provide the proper
benefits.
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REFERENCE
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Online
Role of data for improving customer relationship marketing. 2020. [Online]. Available through:
<https://bizibl.com/marketing/download/data-driven-marketing-improved-customer-
relationships>
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