Secondary research is often known as “desk research”. It relates to looking up facts and figures in books, magazines, on computer databases and in company files. In other words, you are looking at information that already exists, rather than creating your own.
Companies can buy information from other company databases, and obtain statistics about consumer expenditure and details of other competitors.
The main activities of the marketing department is to,
- Market research
To find out what customers want and need.
To find out customer opinions on new or existing products.
2) Promotion
To inform the customers that their particular firm can fulfil these needs.
- Sales
To provide goods/services the customer now things he or she needs.
One of the first things an organization must do is to decide its marketing mix for a particular item. This comprises the four P’s are which product, promotion, price and place.
The marketing process
Researching the market
Planning and development/determining marketing objectives and strategy
Producing product
Pricing the product
Placing the product
Promoting the product
Monitoring and evaluating results
Modifying objectives and strategies
NEED TO TALK ABOUT THE 4 P’S
Sainsbury’s, as do many other retailers and manufacturers, develop many new types of food products - Sainsbury's alone launches approximately 1,000 every year!
The marketing team plans a strategy for informing customers about the new product that is about to be launched. They will work with many other areas of Sainsbury's to gather information about the target group at whom the product is aimed, how the product benefits the customer (the unique selling point) and the product image. The team will then work out the best possible strategy for marketing the product. For example, this may involve TV or magazine adverts, in-store promotions (e.g. product sampling and demonstrations), links to Reward Points or money-off vouchers.
J-Sainsbury’s marketing team plans a strategy for informing customers about the new product that is about to be launched. They will work with many other areas of J-Sainsbury’s to gather information about the target group at whom the product is aimed, how the product benefits the customers and the product image. The team with then work out the best possible strategy for marketing the product. This may involve TV or magazine adverts.
Once the product had been agreed and given product safety approval the packaging design brief can be completed.
The brief includes the following information:
- The on- pack product name and description
- Ingredients.
- Nutrition information
- Size and weight
- Best before/ use by date
- Storage
- Cooking instructions
- Any claims that are to be made, if it is suitable for vegetarians
Also the details the type of packaging materials and printing process to be used is important to for the marketing department. The customer may not by the product because of the packaging, so it must catch the customer attention.
The J-Sainsbury’s marketing department will then have to launch the product in their stores. These products are distributed from depots around the UK. Before the product arrives in store, information is sent to the store about where the product should be placed and leaflets may be provided for customers. Some products may also be advertised in newspapers, magazines and on television.
J-Sainsbury tries to promote their products by offering free sample, point-of-sale demonstrations, special discounts and special offers. They also have special extra bonus points for there new products.
J-Sainsbury’s sales departments do both direct and indirect sales.
Indirect sales are made when a provider of the product sells to the consumer through a middle person as an agent or wholesaler. For example if you wanted to buy a house you would have to go through an agent.
J-Sainsbury’s direct sales are made when a provider of the product sells direct to the consumer without a middle person.
I say J-Sainsbury’s do both direct and indirect sales because J-Sainsbury’s have brands which they make them self’s and they also sell other products which they but form the wholesalers.
Marketing department is very important to J-Sainsbury’s because marketing makes more sells. For example Jamie Oliver is very important for j-sainsbury’s because he make more sales in food and spices that he promotes.
Marketing director
Responsible for the overall marketing function and its aims and objectives.
The director has to make sure things are on track on achieving J-Sainsbury’s aims and objectives.
Sales director
Responsible for the sales function.
Sales manager
Responsible for sales staff and the achievement of sales target, often within the UK.
Market researchers
Find out consumer opinions on current and proposal goods and services. Market researches have to do research to find out what customers want, meaning in range and quality of products and how much they are willing to pay.
