The Impact of CSR on Marketing within an Organisation to Promote Profitability and Financial Sustainability: A Case Study Based on Sainsbury

This presentation examines the impact of CSR on marketing within Sainsbury, focusing on promoting profitability and financial sustainability. It includes quantitative analysis of customer responses on topics such as frequency of visits, ethical behavior, and satisfaction with services. It also includes qualitative analysis of CSR activities carried out by Sainsbury and recommendations for future strategies. The presentation concludes with recommendations for fair-trade engagement, employee involvement, and involving the marketing department in CSR activities.

THE IMPACT OF CSR ON
MARKETING WITHIN AN
ORGANISATION TO PROMOTE
PROFITABILITY AND FINANCIAL
SUSTAINABILITY: A CASE STUDY
BASED ON SAINSBURY

QUANTITATIVE
ANALYSIS
1. How often do you visit Sainsbury?
Options Number of responses Total number of
responses
Response %
Very rarely 4 50 8%
Rarely 3 50 6%
Occasionally 8 50 16%
Frequently 20 50 40%
Very frequently 15 50 30%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it could be observed that most of the
customers visit the stores of Sainsbury frequently, which means the
products and services provided by the organisation are good. Thus
most of the customers are attracted to its products and as a result
customer loyalty increases. Only a very few customers visit the
store rarely and do not like the products much. Therefore, it could
be said that the organisation needs to develop strategies to attract
more and customers to the stores.

QUANTITATIVE
ANALYSIS
2. Does Sainsbury follow ethical
behaviour?
Options Number of responses Total number of
responses
Response %
Yes 35 50 70%
No 15 50 30%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that according to
most of the customers, Sainsbury follows ethical behaviour in
their organisational activities. On the other hand, few of the
customers believe that sainsbury has not been following the
ethical behaviour in its organisational activities. Therefore, it
could be said that the organisation needs to develop possible
strategies that would ensure that the organisation has been
following ethical behaviour.

QUANTITATIVE
ANALYSIS
3. What are the CSR activities
adopted by Sainsbury?
Options Number of responses Total number of
responses
Response %
Maintains emission
of harmful gases
15 50 30%
Recruits employees
from backward
community
25 50 50%
Uses optimal amount
of resources
10 50 20%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that according to most
customers Sainsbury has adopted the recruitment of employees
belonging to backward community as their CSR activities. Another
group of people shared their view that the organisation has been
maintaining and trying to reduce the emission of harmful gases
during the productional activities. This is another CSR activity
adopted by Sainsbury. Moreover, another range of customers have
considered as the optimal use of resources within the organisation in
their production activities as another effective CSR activity.

QUANTITATIVE
ANALYSIS
4. Are you satisfied with the
services provided by sainsbury?
Options Number of responses Total number of
responses
Response %
Yes 40 50 80%
No 10 50 20%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that the satisfaction rate
of the customers regarding the quality of products and services
provided by Sainsbury is very high. Most of the customers are
satisfied from the products and services offered by Sainsbury. Only a
few of the customer are not satisfied from the services and products
of the organisation. Therefore, it could be said that the organisation
needs to improve their product quality and develop other strategies to
increase the customer satisfaction rate.

QUANTITATIVE
ANALYSIS
5. Do you agree that Sainsbury
should adopt globalising as its CSR
activity?
Options Number of responses Total number of
responses
Response %
Strongly Agree 20 50 40%
Agree 15 50 30%
Neutral 9 50 18%
Disagree 4 50 8%
Strongly Disagree 2 50 4%

QUANTITATIVE ANALYSIS
Analysis:
From the above graph, it has been observed that most of the
customers of Sainsbury's agree that the organisation should adopt
globalisation as one of its CSR activities. Some customers does
not agree with the fact that globalisation should be adopted by the
organisation. Adopting globalisation would help the organisation
to increase its profitability as well as financial sustainability.
Through this activities, the organisation would be able to expand
its business worldwide and hence increase profitability.

QUANTITATIVE
ANALYSIS
6. Do you agree that CSR activities of
Sainsbury have been promoting
profitability as well as financial
sustainability?
Options Number of responses Total number of
responses
Response %
Strongly Agree 15 50 30%
Agree 25 50 50%
Neutral 10 50 20%
Disagree 6 50 12%
Strongly Disagree 4 50 8%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that most of the
customers agree that with the help of various CSR activities,
Sainsbury has been able to increase its profitability along with
financial sustainability. Only a few customers think that CSR
activities has not been helping the organisation to increase its
profitability as well as financial sustainability. Therefore, the
organisation should develop and implement effective CST activities
within the organisational activities for increasing the profitability
and financial sustainability.

QUANTITATIVE
ANALYSIS
7. Do agree that CSR activities are
important for the organisation to
promote profitability and financial
sustainability?
Options Number of responses Total number of
responses
Response %
Strongly Agree 15 50 30%
Agree 10 50 20%
Neutral 13 50 26%
Disagree 8 50 16%
Strongly Disagree 4 50 8%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that
according to most of the customers there is a great
importance of the CSR activities in increasing
profitability as well as financial sustainability. Sainsbury
should develop and implement effective CSR activities
that would help the organisation to increase their
financial sustainability and profitability.

QUANTITATIVE
ANALYSIS
8. Do you think that Sainsbury is an
eco-friendly organisation?
Options Number of responses Total number of
responses
Response %
Strongly Agree 14 50 28%
Agree 20 50 40%
Neutral 10 50 20%
Disagree 4 50 8%
Strongly Disagree 2 50 4%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that most of the
customers believe that Sainsbury is a eco-friendly organisation that
carries out its functional activities keeping in mind the betterment of
the society. On the other hand, some of the customers think that the
organisation is not an eco-friendly organisation and has not been
carrying out the organisational activities that would be for the
betterment of the community. Therefore, the organisation should
develop their organisational activities that could be carried out without
affecting or harming the environment and community.

QUANTITATIVE
ANALYSIS
9. How is the brand image of
Sainsbury?
Options Number of responses Total number of
responses
Response %
Poor 4 50 8%
Fair 9 50 18%
Satisfactory 10 50 20%
Good 15 50 30%
Excellent 12 50 24%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that most of the
customers believe that sainsbury has a very good brand
image in the market among the customers. Only a few of the
customers said that the organisation does not has a good
brand image. Therefore, the organisation should develop
various strategies to enhance their brand image in the
market, which would help the organisation to deal with the
competitive environment.

10. What CSR activities would you
recommend that would improve the
profitability and effectiveness of
Sainsbury?
Options Number of responses Total number of
responses
Response %
Globalisation 14 50 28%
Waste management 26 50 52%
Clear tax
complications
10 50 20%

QUANTITATIVE
ANALYSIS
Analysis:
From the above graph, it has been observed that the most of the
recommended waste management as a CSR activity that Sainsbury
should implement in their organisational activities that would reduce
the pollution rate in the environment and help in recycling the
wastes and dump them in a proper place. According another group
of people, globalisation would be the best CSR activity, which would
help the organisation to increase their profitability. Some other group
of people believe that clearing all the tax complications would be
another CSR activity, which would build trust among the customers
and attract them towards the organisation.

QUALITATIVE
ANALYSIS
1. What are the CSR activities carried
out by your organisation?
Analysis:
From the above answers of the managers, it has been
observed that Sainsbury has been currently following two
CSR activities. The organisation has been trying to
reduce the emission of harmful gases from the
productional activities and has been recruiting more and
more employees belonging to backward community for
developing their status.
Manager 1 Manager 2
According to the manager 1,
Sainsbury has been trying to reduce
the emission of harmful gases during
its organisational activities. This CSR
activity has helped the organisation
to build trust among the employees
as they think that this strategy has
been developed by the organisation
for the betterment of the society and
community.
According to manager 2, the
organisation has started recruiting
employees belonging to the
backward community. This CSR
strategy has been implemented by
the organisation to develop and
improve the financial condition of the
backward people.

QUALITATIVE
ANALYSIS
2. Do you think CSR activities are important
for increasing profitability and financial
sustainability?
Analysis:
From the above responses of the managers, it has
been observed that CSR activities have a great
importance within the functionality of an
organisation. With the help of these activities, the
organisation is able to attract more and more
customers towards the brand and provide
employees with happiness and motivation to work
Manager 1 Manager 2
According to manager 1, CSR
activities are very important for the
organisation in its organisational
activities, as through this activities
trust is being developed within the
customers and as a result they get
attracted towards the products of the
organisation.
According to manager 2: there is a
great importance of the CSR
activities within the organisation, as
through these activities the
employees are able to contribute
towards the community and society.
This creates happiness among the
employees and they tend to work
better with more efficiency.

QUALITATIVE ANALYSIS
3. What are the future CSR strategies that you would
take for promoting profitability and financial
sustainability?
Analysis:
From the responses of two managers, it has been observed
that Sainsbury would implement globalisation and waste
management strategy as their CSR activities. Through
globalisation the organisation would be able to increase the
number of stores and thus increase its profitability. With the
help of waste management, the organisation would be able to
reduce the pollution.
Manager 1 Manager 2
According to manager 1, they
have been planning to
implement globalisation as its
CSR activity for increasing the
number of stores across the
world and hence increase the
profitability of the organisation.
According to the manager 2,
they would try to implement
waste management as their
CSR activity. Through this
activity, the organisation would
be able to manage the wastes
properly and reduce the
pollution due to non-disposal of
wastes.

RECOMMENDATI
ONS
Engage in fair-trade: Active engagement within fair
trade could be considered as an effective way of being
engaged within CSR. Fair-trade has been appreciated that
would help producers to expand market and gain more
benefits.
Achieving engagement of employees within CSR
activities: The organisation should engage the
employees in decision-making processes as well as
implementation processes related to the CSR activities.
Informing the employees about their CSR activities help in
increasing the satisfaction among the employees.
Rewarding and promoting voluntary CSR activities
among employees: The organisation should focus on
rewarding and promoting voluntary CSR activities among
the employees. This would increase the effectiveness of
the performance of the CSR activities within the
organisation.
Involve marketing department within CSR
activities: The organisation should involve the marketing
team within the CSR activities as they are directly related
to communicating and satisfying the customers and
would be able to increase the competency level.