Sainsbury's Marketing Plan: Strategies for Launching Fragrance Candles

This report outlines a marketing plan for Sainsbury's as it prepares to launch a new line of fragrance candles. It emphasizes the importance of understanding the product's market position through research, including customer satisfaction and differentiation from competitors. The plan includes conducting market research to assess seasonality, market size, and trends using tools like Google Trends and Buzzsumo. Defining the target audience, primarily teenagers and pre-adults, is crucial for effective marketing strategies. The report also stresses analyzing competitors by classifying them as primary, secondary, or tertiary. Setting SMART goals, developing core marketing messages through various channels, setting a budget, and tracking progress are key components. The conclusion highlights the necessity of following a structured marketing plan for better results and return on investment. Digital marketing is recommended for tracking the success of the new product launch.

Marketing Plan

Introduction
Product marketing plan is known as the map for bringing new product in the market
and to present it to different audience in most effective and efficient possible way. This plan
usually helps in conducting market research and find organizational strength, explore the
possible potential customers, develops business marketing messages and help in choosing
right tools for the firm. It keeps the business in tract with analyzing different activities of
business and that are planning to do in future (Chernev, 2020). This report involves the
marketing plan of Sainsbury company which is deciding to launch a new product line in the
market for the growth and expansion.

Main Body
Marketing plan is the procedure of launching new product with risking and managing the
surroundings of market with an effective and efficient strategies. There are various
procedures that are involved before launching a product of services in the market. Sainsbury
is known as second largest retailing chain of supermarkets in UK, It was founded in 1869
(Opresnik, 2018). This company is known for its delicious and great quality of food with
competitive prices in the market (Westwood, 2019). Sainsbury has decided to launch new
fragrance candles and developed a marketing plan regarding it. The marketing plan is
described below.
Know your product
First step before launching the product is to known where that product is standing in the
market with some research. Research can be done by surveys and assuming customer
satisfaction for that product. Sainsbury has to analysis does their product is able to solve or
satisfy the needs of customers. Its important to find that what differentiates new products
with the other existing products in the market and why would any customer will buy that
(Sumarwan, 2019). After that targeting market is important and setting the potential price of
product. In a new product everything should be mentioned clearly is it disposable or
consumable, long shelf life and any specific precautions to use that product should also be
known.
Conduct market research
Conducting marketing research involve research on the basis of surveys, polls and assuming
requirement of customers. Three things are important while researching are seasonality,
market size and market trend. There are three ways to conduct market research that is google
trends which is a useful tool for identifying product is in flat market, growing or in falling
category. Google keyword planner is another way of research which describes the signs of
seasonality and indicate volume of the product. Buzzsumo is another tool of researching and
can be done on social media platforms and can get the information related to new product.
Define your audience
Perfect target audience is needed for the new product launch for better results. Targeted
audience is the one who share similar interest, demographics and behaviors. This audience is
crucial for allocating budgets, marketing strategies and attracting and developing new
products (Kinlen, and Golding, 2021). Target audience will let an organization known about
the interest rate of customers towards the new product. Sainsbury targets teenagers and pre
adults for their candle production.
Analyze your competitors
Important thing in marketing plan is to identify the competitors which can be searched from
social media platforms. Then sorting the customers by business relevancy as competitors are
divided in three parts that are primary, secondary and tertiary competitors. Primary customers
are those who are selling similar products and having similar audience. Secondary
competitors sell similar product with different audience and tertiary competitors are the

organizations which are not selling similar product but having similar audience (Pereira,
2020). Sainsbury has primary competitors and they are standing against them with the
effective strategies.
Set goals
After analyzing new product and done with marketing and competitive research, now some
goals have been set for achieving organizational goals from new product. Marketing goals
can be set in the form of strategies and budget. Sainsbury uses SMART system to set their
marketing goals which describes goal should be time bound, attainable, realistic, specific and
measurable (Albuixech Alba, 2018) . In starting expectation from new product should have
short goals like increasing of sales revenue monthly by some % and achieving a good rank all
over the world and have to increase the customer insights monthly.
Developing core marketing messages
Once goal has been set marketing strategies had to be started developing which can be
reached to the potential targeted customers in the forms of Ads, videos, social media
advertising and Google Ads. For developing a marketing strategy for a new product
something an organization should keep in mind that proper explaining od the product in
marketing and letting know customers how can it help people. Involve stories in marketing as
customers enjoys and that attracts customers for buying that new product and be true to the
audience do not fake any promise and develop trust with the audience.
Set a budget
Budget setting for any product is an ROI and operational costs of an product. Operational
cost comes under knowing the product of the organization can be set in an estimation. For
ROI there is no guarantee but business can set a minimum ROI for the product for expecting
a return on the investment which has been done over a long period of time. It takes time to
spread in the market and maintain their own place for the good return.
Tracking process
Product expansion can be track by various marketing activities. Digital marketing is one of
them in which an business can track the progress of products in numeric terms as in online
buyers, budget spend on per advertising and website visitors (Adong, 2018). Traditional
marketing is known as the best way of measuring success and comparing the activities to sale
revenues. Sainsbury should use digital marketing for measuring the success of new product.

Conclusion
This report concluded that marketing plan Is important for launching of any new product
which requires specific procedures and steps of launching of new product firstly knowing of
product, conducting market research, defining the audience, analyzation of competitors,
sorting the competitors by relevancy, setting goals, developing core marketing strategies,
setting budget and tracking the progress. Sainsbury has to follow the marketing plan before
launching new product and for betting better results and better return on investment on the
product.

Reference
Books & Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Westwood, J., 2019. How to write a marketing plan: define your strategy, plan effectively and reach
your marketing goals (Vol. 152). Kogan Page Publishers
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a Digital
Marketing Plan. In International Conference on Social Computing and Social Media (pp. 333-
341). Springer, Cham.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan. PT
Penerbit IPB Press
Kinlen, A. and Golding, D., 2021. You Can’t See It!–It’s Electr-onic! A Fictional Marketing Plan for a
Public Library’s Unseen Resource. The Serials Librarian, pp.1-10.
Pereira, B.S.B., 2020. Montaraz marketing plan-creating an online butchery (Doctoral dissertation).
Albuixech Alba, I., 2018. Marketing plan of Aguas de Valencia.
Adong, B., 2018. Marketing plan for Lira University Library (LU).
Adong, B., 2018. Marketing plan for Lira University Library (LU).