Marketing Essentials: Tesco and Sainsbury Comparison Report

This report provides a comprehensive analysis of marketing essentials, focusing on the comparison of Tesco and Sainsbury's marketing strategies. The report begins with an overview of the marketing process, detailing the roles and responsibilities of the marketing function, and how it interrelates with other departments. The core of the report compares Tesco and Sainsbury using the marketing mix (product, price, place, promotion, physical evidence, process, people) to achieve business objectives, and the strategic marketing plans of each organization. It explores the importance and value of marketing, including SWOT analysis, segmentation, targeting, and positioning. The report concludes with a tactical marketing plan for Tesco, including an executive summary, mission, vision, objectives, and STP strategy, alongside an analysis of their strengths, weaknesses, opportunities, and threats. The report also provides an overview of how Tesco and Sainsbury use branding, promotion, customer service, and product management to achieve their business goals. The report also outlines the future trends in the market, such as social media marketing and the use of chatbots, and includes references to support the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
2.0 Overview of marketing process........................................................................................3
3.0 Determine roles and responsibility of marketing function...............................................3
4.0 Assess how marketing interrelate with other functional department...............................4
5.0 Importance and value of marketing role in context to organisation.................................5
PART 2............................................................................................................................................6
SECTION A.....................................................................................................................................6
Explain the comparison of two different organisation with applying marketing mix to achieve
business objectives.................................................................................................................6
SECTION B.....................................................................................................................................8
Tactical marketing plan for organisation................................................................................8
Measure to evaluate or monitor progress...............................................................................9
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................12

INTRODUCTION
Marketing is a process of knowing customer and their need and demand, maintain
relationship with them, provide better quality and analyse what product should satisfy the
requirements of customers. In this report Tesco is considered as base organisation. In this report
it include roles and responsibility of marketing function and how the department are interrelated
to each other and also include marketing plan. The current and future trend in market as this
include social media marketing which help them to attract customer in market. On the other
hand, the future in market is the usage of chatbots.
PART 1
2.0 Overview of marketing process
Marketing process is defined as a process where which organisation use to add value to
customers which help them to create cordial relationship with customers. In this process they
develop strategies to plan objectives and whole process to achieve business objectives. In
marketing process, the first step is to analyse where they segregate different types of customer
and market (Chang and Chen, 2017).
The second step is marketing mix where they include product and their labelling and
packaging. The last step is to implement the strategies and control the process of marketing. This
main objective of this process is to monitor activities and analyse that business should run
smoothly and achieve organisation objectives.
3.0 Determine roles and responsibility of marketing function
Marketing is a function where they have to perform various activities to promote their
product or services in market. The aim of marketing is to attract different types of customers by
conducting advertisement and campaigns so that customers can draw their attention to product.
In context to Tesco, they perform various, roles and responsibilities which lead to enhance
productivity and increase sales or revenue of organisation which are mentioned below: Branding: Branding is one of the most important function of marketing which means to
build brand image in front of public and encourage them to buy products and services
from their store (Cheng, Chan and Leung, 2018). In relation to Tesco, they retain new

and their existing customers by doing campaigns or advertising different product in
market and this function is easily accomplish by them. Promotion: This is the another role of marketing function which communicate their
variety of products to target audience and tell them about benefits of product, brand and
services they provide (Hisrich and Ramadani, 2018). Tesco promote their products to
build interest, enhance awareness which lead to increase sales and profit of organisation.
They also advertise with the activities performed by them such as corporate social
responsibilities through using social media such as Facebook, Instagram, website and
many other sites. Customer service: This is the most important which states that providing better services
to customer which help organisation to satisfy them in order to generate profit and aatract
them towards their goods and services. Tesco produce best quality food as well as non-
food items in order to maintain brand loyalty. They also provide them offer, discount and
coupons so they can influence customers to purchase goods and services from
department.
 Management of product: The product management means organisation is introducing
new or modifying existing product in market. Moreover, it is also defined as a marketing
function where that help organisation to focus on stages of product life cycle from
manufacturing to promoting new product. With the reference to Tesco, when introducing
new product they first analyse need and demand of customer and then compare their
product with their price to competitor.
4.0 Assess how marketing interrelate with other functional department
Various department in organisation interrelate with marketing department to perform day
to day activities and run their business smoothly and effectively (Kautish and Rai, 2019). The
main objective of of marketing department with other department is to accomplish activities and
goal of organisation. Some of the interrelation with different department of Tesco are explained
in detail which are as follows: Marketing and procurement department: The link of marketing and procurement
department is that marketing department analyse and monitor how new raw material are
accepted whereas activities of procurement of new equipments and raw material. In

context to Tesco, marketing department want input from plan of procurement to assess
changes in activities of production activities as supply of raw material also changes. Marketing and finance department: When marketing department want to do
advertisement or conduct campaigns so they have to communicate to finance department
for the funds available (Kostelijk and Alsem, 2020). In relation to Tesco, they perform
various activities of marketing function in coordination with marketing and financial
department as they plan budget which help marketing department to promote goods and
services in an effective manner. Marketing with research and development department: This is the main interrelation
which help organisation to accomplish goals of business. Research asn development
department innovate new and develop product to satisfy need and demand of consumer.
On the other hand marketing department, analyse feedback and responses of customer
and communicate to R&D department. With the reference to Tesco, both coordinate with
each other as R&D department introduce new and modify existing product to satisfy
problem and requirements of customer as this lead to increase sales and profit of selected
organisation.
 Marketing and Human resource department: Marketing department of Tesco advertise
for vacancy in their website or social media to attract most talented candidates who have
proper skills, knowledge and abilities for particular position. On the other hand, human
resource department provide training and development sessions, induction and orientation
to employees in marketing department. This interrelation is the main benefit for whole
organisation as they also motivate all staff members by giving rewards and recognition so
they put efforts to achieve business objectives successfully.
5.0 Importance and value of marketing role in context to organisation
The role of marketing is very important in every organisation as this build strong
relationship between customers (Kumar and Mishra, 2019). In context to Tesco, marketing build
brand image and offer goods and services in a different way as compare to competitors. This
help them to increase revenue and satisfy all needs and requirement of customer. Marketing
department coordinate with other department to perform various operations which also help other
department to conduct their work.

PART 2
SECTION A
Explain the comparison of two different organisation with applying marketing mix to achieve
business objectives
Marketing mix is important tool which help organisation to understand what should be
offer to customers in regard to goods and services and then plan to achieve product offering
which is successful (Mahadevan, 2018). In simple words, it is a set of actions used by
organisation to promote its goods and services. By comparing the marketing mix of two
organisation which are Tesco and Sainsbury which are mentioned below:
Dimensions Tesco Sainsbury
Product Tesco provides different
variety of products such as
food, clothing, furniture and
other services as now they are
selling products online through
their own websites.
Sainsbury focus on product
development and have a brand
reputation in market. They
serve 15, 000 products all over
world. This include health and
baby products, clothes, bakery
and many more.
Price They produce goods or
services at lowest or
appropriate cost as they adopt
cost leadership strategy. They
effectively work with supplier
to use proper resources which
lead to reduce cost.
They develop pricing
strategies that to sell at
reasonable price and have
position from medium to high
market.
Place Headquarter of Tesco is in
United Kingdom and they
operate in 7005 shops
presently. They have many
subsidiaries and also sell their
Headquarter of sainsbury is
located in England, London
and UK and have subsidiaries
which are Sainsbury's bank,
supermarket Ltd. And local.

products online to attract
different customers.
Promotion Tesco advertise their products
in market by using television,
campaigns and social media.
They offer discounts and
coupons whereas they provide
loyaly cards which is known as
'Tesco Clubcard' which help
tehm to target audience in
market.
Sainsbury's use various
celebrities in past as a brand
ambassadors for their product
in market. They advertise their
goods or services in radio,
internet, newspaper, magazines
and many other.
Physical evidence Tesco use different evidence
such as label, colour and logo
as a proof for customers that
they are selling best quality
products. But their stores are
elaborate than their
competitors.
The physical evidence of
sainsbury design their store in
a way which help them to
attract customers whereas
there shelves is impressive that
give better experience to
customers.
People In Tesco there are 423092
employees in the year 2021
worldwide and they encourage
diversity in workplace. They
solve problems of customers
and take feedback so they can
improve wherever necessary.
In Sansbury's there are
1,11,900 employees recently in
the year 2021. they have set
the system for feedback so
they can introduce and
innovate products so they can
attract customer to purchase
goods and services.
Process Tesco give better services to
its customer by giving
facilities of trolley services,
product wise department and
Sainsbury has constructed an
online website which include
various options of different
department and an easy way to

fast billing services as this can
be done by providing training
and development sessions.
purchase products.
SECTION B
Tactical marketing plan for organisation
Executive Summary: Tesco is a multinational groceries and retailer organisation and
have headquarter in Welwyn Garden City, England and have strong presence in United
Kingdom. They offer various products such as hypermarket, superstore and supermarket.
Currently, they have 4,32,092 employees in their organisation where they operate.
Mission: The mission of Tesco is ''We make what matters better, together''. This means
that they make positive work environment for employees so put efforts together to achieve
organisation goals.
Vision : The vision of Tesco is to provide high quality goods and services to customers
and satisfy need and requirements of customer.
Objectives: The main objectives of Tesco is to provide better customer shopping
experience and attract them to purchase goods and services. The second objective is to increase
sales, enhance productivity and profit of organisation. They are now emphasizing on providing
healthy products.
STP strategy Segmenting: Tesco sell different product such as clothing, furniture, financial services,
food items and many so they segment their market to target audience as per geographic,
behavioural, demographic and psycho graphic bases (McMurtry, 2017).

 Targeting: In context to Tesco, they target market and audience by promoting the
products by using advertisement and campaigns. They target middle and high level
customer which lead to increase sales and revenue of organisation. Positioning: Tesco use variety of strategies for positioning in order to retain new and
existing customer in market such as Functional, symbolic, price, experiential and multi-
segment positioning (Rather and Hollebeek, 2020)
SWOT Analysis
Strength
Provide quick and convenient method to customers for cashless payments such as Pay+,
digital wallet and many other. Diversified product and high market share and provide high
quality goods and services.
Weakness
As they operate other types of services other than their retail store that lower their
revenue and sales. There is lack of innovation as this lead to reduce cost as their main objective
is to increase income.
Opportunities
The main opportunities is that there sales are increase as they are providing online sale
services and deliver them fast to customers. They have expand booker brand with model with
cash and carry which increase profit of organisation.
Threat
The main threat is that there supply chain will affect due to Brexit in Europe that will impact
income and sales. The main threat is there are many competitor in industry such as Sainsbury,
Morrisons etc.
Measure to evaluate or monitor progress
Monitoring and Controlling: Tesco monitor the marketing strategy, needs and
requirement to customers and take feedback from them which help selected organisation so they
can improve or modify their goods or services. They also analyse the performance of employees
and give them rewards so they put more efforts to achieve organisation goals (Sturmer, 2018)

CONCLUSION
From the above conclusion, it is analysed that Marketing is the main tool which help
every organisation to retain new as well as existing customers. As this help in interacting with
target audience and can reach them easily with the help of marketing. There are many
departments in organisation which is interrelated to marketing department.

REFRENCES
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