Retail Marketing Mix Analysis: Tesco and Sainsbury's in the UK Market

This essay provides a comparative analysis of the marketing mix strategies employed by Tesco and Sainsbury's, two prominent supermarkets in the United Kingdom. It examines their approaches to the 4Ps of marketing: product, price, place (distribution), and promotion. The essay highlights Sainsbury's focus on a wide range of products, its need to improve pricing to compete with discount stores, and the importance of developing its online platform. It also discusses Tesco's extensive product line, its low-pricing policy, and its effective promotional campaigns. The analysis emphasizes the significance of online platforms and promotional strategies for both companies to maximize sales and maintain a competitive edge in the market. The essay concludes with recommendations for Sainsbury's to enhance its promotion strategies and invest in online business to improve profitability.

ESSAY

Marketing mix is simple concept related to the putting the right product at right place in a
reasonable price with proper promotion to the appropriate people (Kim, 2011). This is how the
companies enhance sale in a market. Here we discuss the marketing mix of two organizations,
Tesco and Sainsbury's, in the retail industry of the United kingdom.
Sainbury's is a supermarket whose prime focus is a wide range of products. It also views
on the segmentation perspective of the store. It also needs to increase its product line to gain
more control in the market. It is aiming to provide high quality product (Luan, 2010). Sainbury's
pricing strategy needs an improvement in order to achieve more sales. It needs to lower its prices
to compete with the discount stores in UK. The current pricing model charges higher prices then
its competitors.
Sainbury's current approch focuses on the physical stores in different areas. The company
is looking to open small pop up stores which will sell cost concentrated products and also help in
promotion. Along with mini stores the company needs to focus on the online plat form of the
business, as it is a wide approach to market maximization. Sainbury's needs to develop a new
promotional strategy to enhance its sales. The company's current sales is can be increased
through giving up traditional strategy and welcome new strategy. Sanbury's is a supermarket has
a large range of products in the stores. The potential customer line for the company is really
wide and reaches to almost everyone as it provides with the daily use items in its stores.
Tesco offers a wide range of products to its buyers from food to electronics. The product
line is so large and increasing provides supply to every buyer. It is expanding their range to
online plat form too. Also, with delivery of grocery it takes an edge. The company focuses on
providing the best quality of products in the least price which can be put to earn reasonable
profit form the business. The low pricing policy has helped it the most to become the leading
supermarket in England.
It has offline and online platform for the business to sell its products. Organization has a
chain of different stores for products available, one big store with all the products that it
provides is not possible so it focuses on chain of small stores which specialize in sales of one
genre (Armelin, 2011). Apart from the physical stores the company has a online plat form to sale
its products and its maximizes sales to a large part. Tesco's main aim is to provide high quality
products at the lowest price. The company has focused its promotional campaign also through
this agenda. The company mainly advertises through television, promotional stores discounts

and through its brand value of high quality. Its potential customer's are wide and very broad due
to its wide range of products in every sector of the market. Tesco's promotes its products to all
the people at a whole level with its covering advertisement.
The essay here concludes that the companies are working on a large scale. Both super market
chains have a wide range of products and are dominating the market. I recommend that
Sainbury's can improve om their promotion and also invest in online business to maximize profit
and keep with other companies.

l壱REFERENCES
l弐Books and journals
Kim, J.H. and Hyun, Y.J., 2011. A model to investigate the influence of marketing-mix
efforts and corporate image on brand equity in the IT software sector. Industrial marketing
management. 40(3). pp.424-438.
Luan, Y.J. and Sudhir, K., 2010. Forecasting marketing-mix responsiveness for new
products. Journal of Marketing Research. 47(3). pp.444-457.
Armelini, G. and Villanueva, J., 2011. Adding social media to the marketing mix. IESE
insight. 9(9). pp.29-36.
l弐
l弐Online
The Marketing Mix 4P’s and 7P’s Explained. 2017. [Onilne] Available through
<http://marketingmix.co.uk/> [Accessed on 21th August 2017]