Unit 2 Marketing Principles Assignment – British Supermarket

Introduction

The marketing principles, the objective will be to indentify various different and significant factors which are linked to the marketing strategy for a selected company from the supermarket sector of the UK. The company that has been selected for the purpose of this is Sainsburys which is one of the leading supermarkets in the country.

As can be identified from various recent researches and papers, the process of marketing has become of utmost importance for almost all the companies and in view of the changing market dynamics as well as the consumer behaviour, the marketing processes have become of even more significance. The marketing can be defined as the processes which are used by the companies for informing the consumers on the subject of the products or the services developed by the company. The end objective of the marketing planning is to sell these products or the services for the consumers. This strategic task has become very important also due to the heightened competitive level in the selected industry.

Task 1:  Explain the various elements of the marketing process British Supermarket’s can adopt for effective marketing in their chosen markets. 

Marketing help the companies to roll out various types of customer communications regarding the product or services of the brand to its specific target consumers. This can specific to a product launched by the company or for the entire brand as well as the organization. The elements of marketing include the consumers’ needs, wants and demands in addition to the product or service differentiation which is being marketed by company. These features of the product or services are aimed at satisfying the needs, wants or demands of the customers. Need is defined as the basic requirement of people whereas the want is more secondary and evolved requirements. The demand is usually the additional requirements of customers.

Integrated marketing includes various conventional as well as non-conventional channels and methods for delivering a consistent brand message across these and multiple promotional techniques for reinforcing the same. The other elements for marketing include exchange of the product and services as well.

Due to the specific market condition of the UK retail industry, some of the other very important marketing elements which are needed to be considered by Sainsbury in its entire marketing strategy for increasing the effectiveness of the same are as following:

• Carrying out an end to end market research that the company is currently operating to identify the needs, wants and requirements of the consumers
• Developing a specific product or extending the product mix for catering to the identified needs, wants and requirements of the consumers
• Creating as well as implementing a strategic marketing plan for the existing market and its consumers which is needed to be done through segmenting, targeting as well as positioning of the product in addition to the company
• Continuous scrutinizing as well as modifying the marketing plan for the measurement of the effectiveness of the same

1.1 Identify a winning orientation British Supermarkets can adopt when going international and evaluate the benefits and costs of adopting that orientation. 

In view of the fact the company that is being discussed here is in the industry of retailing, it is possible for it through its products to cater to all the individuals of a specific international market. Hence it can be said that while going international the specific marketing orientation which Sainsbury needs to be implement is a mass marketing in view of the fact it provides the maximum level of brand awareness as well as top of mind recall for the company in its new target market. In the existing domestic market also Sainsbury has been adept at implementing a mix of mass marketing channels for various promotions by it. These are supplemented by below the line strategies like telemarketing as well as social media marketing by the company.

However there are various benefits as well as costs of this specific marketing orientation and it is important that the company is cognizant of the same. Following are the same:

• The reach of the marketing elements: As a part of the mass business strategy, there are various above the line (ATL) activities which can be done by the company including advertising. This helps the company to make sure that it reaches as many consumers as possible. This in turn helps in developing a share in the mind of the consumers which converts to future sales.
• The increased brand recall and brand value: Through the various ATL marketing efforts including the company also is able to drive the brand recognition and value as well as effective brand recall. This helps during customers taking the purchase decision as they will be opting for Sainsbury in preference to the other supermarkets.

Regardless of these advantages, there is a significant challenge of this specific marketing orientation as well. These are:

High cost of marketing: Various marketing activities as part of the mass marketing strategy are is a very costly way of marketing the company or the product. Advertisement is one of the costliest ways in which the consumers can be reached. It is also difficult to track the effectiveness of newspapers, billboards etc. Also in such arrangements person who want to give their advertisement makes payment to advertiser for take space in the medium, the option of instant monitoring and stopping the same is absent (Kotler, 2013).

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1.2 Which micro and macro environmental factors influence the marketing decisions of British Supermarkets.

There are various micro and macro environmental factors influence the marketing decisions of British supermarkets including Sainsbury. Following are 2 analyses which will be done for the same

Micro environmental factors –

• SWOT analysis

Macro factor -

• PESTEL analysis

SWOT analysis:

For the macro factors a PEST analysis can be carried out:

• Political Factors: There political situations in other nations to which the company is aiming to expand its business significantly affects the marketing decision related to expansion into that country.
• Economic Factors: Similarly, the economic factors related to the purchasing power of the people of the nations to which the company is aiming to expand its business significantly affects the marketing decision related to expansion into that country.
• Technological Factors: The technological development of the company in terms of supply chain management, vender management etc. adds to the marketing effectiveness of the company and thus the improved marketing decision making.
• Social Factors: The social rise in customer knowledge regarding obesity and increased health consequences of junk foods is negative for the company and hence the marketing decision making of the company needs to be taken in accordance to the same.