Tesco and Sainsbury's Marketing Mix: A Comparative Analysis

This report offers a comparative analysis of the marketing mix strategies employed by Tesco and Sainsbury's, two prominent players in the retail industry. The analysis delves into key elements of the marketing mix, including pricing strategies, where Tesco's low-cost leadership and competitive pricing are contrasted with Sainsbury's approach. The report examines the 'place' element, highlighting Tesco's extensive global presence and diverse store formats, alongside Sainsbury's store network. It also explores promotional activities, comparing traditional and digital methods used by both companies. Furthermore, the report examines product offerings, physical evidence, and the importance of people and processes in creating customer satisfaction. The report also includes references to academic sources, providing a comprehensive overview of the subject matter. This report is available on Desklib, a platform providing AI-based study tools for students.

Marketing essential
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Table of Contents
INTRODUCTION...........................................................................................................................3
REFERENCES................................................................................................................................4
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P3 Comparative analysis of marketing mix elements
Marketing mix is framework through which companies target their customers in the market.
They need to be defined so that customer can be attracted. It consists of 7 elements which are
defined as below
Elements of
Marketing
Mix
Tesco Sainsbury
Price Company follow low cost leadership
pricing strategy and attract customers.
They follow competitive pricing
strategy and are able to compete
with rivals in market.
Place Tesco have 6900 stores in entire global
market. With that company is able to
generate huge revenue (HR and Aithal,.,
2020)
They also operate through local
group and convenience store in
UK.
Promotions The company uses traditional methods of
promotion such as TV, newspaper,
hoarding, etc.
The firm uses digital method of
promotion such as social media
sites like Facebook, Twitter
Instagram YouTube etc.
Product The company offers more variety of
products and services to customers. It
offers furniture, toys, clothing, grocery,
etc.
Sainsburry products are grocery,
super and hyper market.
Physical
evidence
It is having various store, product label,
hoarding, etc that are its physical
evidence
The stores, online website, etc are
physical evidence of Sainsburry.
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People There are various programs to help their
workers such as Save As you Earn card,
Buy as you Earn card
The employee of Sainsburry wear
same dress code. Also, culture is
positive in organization
(Ndofirepi, ., Farinloye, . and
Mogaji, ., 2020)
Process It focus on making customers happy. The process of company is to
satisfy customer.
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REFERENCES
Books and journals
HR, G. and Aithal, P.S., 2020. Integrated Marketing Mix Framework for Baby Care Retailing in
India. International Journal of Applied Engineering and Management Letters
(IJAEML), 4(1), pp.191-218.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa.
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