Integrated Marketing Communications: A Case Study of Sainsbury's

This report explores the concept of integrated marketing communications (IMC) through a case study of Sainsbury's, a leading UK supermarket chain. It examines the importance of IMC in achieving business objectives, focusing on the design of communication objectives, the development of a communication plan, and the critical evaluation of the plan's effectiveness. The report analyzes Sainsbury's communication strategy, channel choice, and creative content, highlighting the key factors that contribute to a successful IMC approach.

INTEGRATED MARKETING
COMMUNICATIONS
1

Table of Contents
INTRODUCTION..........................................................................................................................3
LO 2............................................................................................................................................4
P2 DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL SITUATION....4
LO 3............................................................................................................................................8
P4 CREATE A MARKETING COMMUNICATION PLAN THAT EFFECTIVELY MEETS
COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL OBJECTIVES.....................8
LO 5..........................................................................................................................................11
P 5 CRITICAL EVALUATION OF MARKETING COMMUNICATIONS PLAN IN RELATION TO THE
COMMUNICATION STRATEGY, CHANNEL CHOICE, CREATIVE CONTENT............................11
CONCLUSION............................................................................................................................13
REFERENCES.............................................................................................................................14
2

INTRODUCTION
Integrated marketing communication is an important concept which ensures that all forms
of communication are clearly linked together to achieve the business objectives. It is crucial
for an organisation to promote its brand not only to achieve the competitive edge over the
rival companies but also to survive in long run. It plays an important role in enhancing the
brand awareness of products and services among the target customers which leads to
enhancement in the sales and profitability of the company (Yeshin, 2012). This report is an
attempt to make the investigate the different aspect of the integrated marketing which
needed to be considered by an organisation to achieve the significant growth. It focuses on
the design of communication objectives of a company as well on the development of
communication plan to make the effective decisions. It further critically evaluates the
marketing communication plan to achieve the organisational objectives.
The case study of ‘Sainsbury’s is adopted in this report to make a deep understanding of the
role of integrated marketing communication in the corporate world. Sainsbury's is a UK
based chain of supermarket. It was founded in the year 1869 and currently operates in
different locations with 1415 shops of the world. This assignment covers the different
aspects of the integrated marketing communication in reference to Sainsbury’s.
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LO 2
P2 DESIGN COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL
SITUATION
It is important for an organisation to design effective communication objective in order to
achieve the significant and sustainable business growth. There are various factors which
should be considered by the Sainsbury’s in order to meet the marketing objectives that are
communication objectives, channel selection and integration and marketing communication
mix. Communication planning process, budgeting in IMC, channel selection and integration,
communication marketing mix, digital platforms etc. These communication objectives are
linked to the business objectives of the Sainsbury's. The key business objective of
Sainsbury's is to deliver the products which can meet the expectations of the customers and
can lead to higher customer satisfaction. Enhancing the sales and profitability and obtaining
the competitive edge over the other rival companies. The successful attainment of the
communication objectives can lead to the fulfilment of the business objectives also (Barker,
2016).
COMMUNICATION OBJECTIVE
The communication objectives can be set by an organisation by considering all the different
factors which can affect the plan. Sainsbury's should develop the SMART objectives that
mean the objectives which are specific, measurable, achievable, realistic and timely. The
communication objectives of Sainsbury are can include enhancing brand awareness,
encouraging sales and managing brand equity (Yüksek, et al. 2013).
These communication objectives are linked to the business objectives of the Sainsbury's. the
key business objective of Sainsbury's is to deliver the products which can meet the
expectations of the customers and can lead to higher customer satisfaction. Enhancing the
sales and profitability and obtaining the competitive edge over the other rival companies.
The successful attainment of the communication objectives can lead to the fulfilment of the
business objectives also.
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Communication planning process, budgeting in IMC, channel selection and integration,
communication marketing mix, digital platforms etc. (Koekemoer, 2014).
COMMUNICATION PLANNING PROCESS
Communication planning process is linear and includes seven different steps or decision
points. The seven key steps which should be considered by the Sainsbury’s are mentioned
below -
 Establishment of the goals and objectives
 Analysing the context of efforts
 Identifying target audience
 Making message matter
 Developing tactics for communicating plan
 Measuring impact
Sainsbury’s can follow all the above mentioned stages for the effective communication
planning process. In first step Sainsbury’s need to establish the communication objectives
and gaols. The objectives of Sainsbury include enhancing brand awareness, encouraging
sales and managing brand equity. After establishment of the goals and objectives it should
focus on analysing the efforts that can be made to achieve them. It should develop the
strategies according to its target customers. The target customers of Sainsbury’s can be
identified on the basis of the different factors such as demographic, behavioural,
psychographic and geographic. The target customer of the company belongs to middle and
higher income group. On the basis of the gender, women can be considered as the target
customer of Sainsbury’s as they shop more as compared to men. After identification of the
target customer it should develop the effective tactics to communicate with the customers
and to meet their expectations. Sainsbury’s can adopt the different method or tactics such
as utilisation of the appropriate tool at the right time to communicate with the
stakeholders. After implementing different strategies it should measure the impact of the
plan in order to assess the effectiveness of the plan. Sainsbury’s can take the feedback of
the stakeholders and should focus on them for the betterment of the plan (Mihart, et al.
2012).
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CHANNEL SELECTION AND INTEGRATION
It is one of the important factors which should be considered by the Sainsbury’s. There are
various channels which can be used by the Sainsbury’s in order to reach to its target
customers (Lichtenthal and Eliaz, 2013).
Channel integration is the idea of combining efforts across different customer channels such
as TV, radio, print media, call centre operations, internet and direct mailing. It is the practice
of creating consistent messaging and utility across of the different channels. Sainsbury's can
also adopt all these communication tools to communicate effectively with the customers.
The combination of all these tools can be used by the Sainsbury's in order to achieve more
effective results. Sainsbury's can focus on the proper utilisation of the digital technology as
it can be effective in achieving the desired results. It can use different digital tools for
effective marketing. In modern scenario, Digital technology is the fastest and efficient way
to communicate with the stakeholders. Nowadays Social media marketing is one of the
effective ways to reach the large volume of the customers (Andrews and Shimp, 2017).
Sainsbury’s need to focus on all the different platforms that are print, electronic and social
media to achieve the desired results. In print media, it can advertise in newspaper and
magazines to meet the expectations of the customers. TV and radio would be the perfect
electronic device which can be used by the Sainsbury's. Social media, website and app can
also be used by the company to promote the brand the online as well as to sell the products
to consumers.
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Figure 1: Marketing Communication Mix
[Source: http://www.themarketingguywhodrivessales.com/crashcourse/promix.htm]
Marketing communication mix is an effective tool which can be used by an organisation to
meet the marketing objectives. It is the specific mix of advertising, personal selling, sales
promotion, public relations and direct marketing is that can be used by Sainsbury's to
pursue the advertising and marketing objectives.
ADVERTISING
Advertisement possesses a great impact on the consumer behaviour (Belch, et al. 2014).
Sainsbury's need to spend the significant amount of the money to advertise its products
through print, electronic and social media to advertise its product.
PERSONAL SELLING
Sainsbury’s can appoint its own brand promoter to ensure that customer will have better
attention form their individual brand. It is important for the salesmen of the company to put
extra effort to convince the customers to purchase their products (Erevelles and Fukawa,
2015).
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SALES PROMOTION
It is effective strategies to enhance the sales of the products or services of the company.
Sainsbury’s can provide short-term incentives to encourage the sales of its products.
Sainsbury's may target to ultimate consumers or trade. It can make use of the variety of
formats, coupons, premiums, contests etc. Although this strategy delivers different benefits
still it in ineffective at building long-term brand preferences.
PUBLIC RELATIONS
It is crucial for an organisation to build a healthy and positive relationship with its
customers. It can help Sainsbury's in building a strong brand image and enhancing the
customer loyalty towards the brand. It can develop healthy relationships by solving the
issues of customers regarding the products and by applying the customer friendly process.
DIRECT MARKETING
It is another important marketing strategy which can be adopted by Sainsbury’s to carefully
target individual consumer to gain immediate response and develop long-lasting customer
relationship (Brinson, et al. 2011).
All the above elements of the marketing communication mix to achieve the desired
marketing objectives that are to enhance the sales and profitability of the company (Rowley,
2011).
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LO 3
P4 CREATE A MARKETING COMMUNICATION PLAN THAT EFFECTIVELY
MEETS COMMUNICATION OBJECTIVES FOR A GIVEN ORGANISATIONAL
OBJECTIVES
The marketing communication plan of the company should be effective to meet its
organisational objectives. Communication can be done with help of several methods such as
the symbol, logo or any colour sign which represent the core idea of business (Luxton, et al.
2015).
Sainsbury’s should make any sign of their business which can represent the idea and
consumer can communicate with each other. The art and visual design also an important
part of communication plans, this techniques helps to design the pamphlet, posters,
brochures and website which help to communicate in wide range of people. The typography
and page layout designs make the company motive towards the society and helps to convey
the message and slogans to society on social issues. This brings the positive response from
the customer’s side and make the effective communication. There is another way to
communicate the large numbers of consumers that is online communication. Online
communication can be done by e-commerce methods which provide website of
organisation. Website of the organisation should be attractive and easily accessible that
consumers not have to face any technical problems. Consumer can do several things with
the convenient way on e-commerce sites such as online payments, enquiry about product,
customers support services and feedbacks and organisation describe their product
specification on website (Wood, 2011). The most valuable privilege of e-commerce methods
for effective communication that is live chat. Live chat is face to face interaction between
consumers and servicemen of the company. This interaction develop the healthy
relationship and shows the moral ethics of company towards the customer’s. E-commerce
websites can grab the across the globe consumers which is big step to communicate with
huge volume of consumers. Sainsbury’s should adopt the methods of e-commerce methods
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to enhance the communication plan and make them more effective for different situations
in the organisation (Smith and Zook, 2011).
CREATIVE IN MARKETING COMMUNICATION ACTIVITIES AND DIFFERENT STRATEGIES
APPROACHES
The current market environment is now developing numbers of communication channel
which bring effectiveness in marketing activities. There is approach which evaluate the
whole communication methods that is TFD model think, feel, and do. This approach help to
analysis the overall needs and demands of consumers and then target the customer for
communicating company services. The first part of the approach is THINK which helps to
understand the needs and meaning of insight thoughts. This approach also known as
analytical marketer, it includes internet reports, market surveys and current demand of
consumers. The second part of this approach is FEEL which understands the likes and
dislikes of the consumers. It evaluate the activities of market and improve the
communication strategies. There is another way to make effective communication plan that
is consumer orientation. This is the process which communicate first consumer and analysis
the desires and demand of consumers. In consumer orientation, organisation design the
product according to requirement of consumers which is based upon analysis of consumer’s
needs. Sainsbury’s should apply the strategies of consumer orientation increase the
communication level in the market. Marketing communication is an effective method to
attract huge volume of consumers. This methods explains the best uses, values and
precaution of the product by communicate with customers. This includes several tools to
spread the information about product such as sales promotion, advertisement, events, press
conference, public relations and direct marketing. This is all the tools which enhance the
communication with consumers and also raise the brand value of products. Sainsbury’s can
used this method to make effective communication plans and also help to capture the big
market share in competitive environment. Regulation in communication is vital method to
develop the communication plans in organisation. It is necessary process before to make
any strategies, plans and programmes. Regulations apply various code of conducts, laws and
rules which must be kept in mind to make any plan. This is very important to effective
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communication plan to know about all the regulation conditions and try to make a plan
under the following conditions. Communication plan may be effective when the plan made
according conditions of regulation. Sainsbury’s should focus upon the condition of
regulation process which can improve the effectiveness the communication plans and helps
to understands the technique of making communication plans.
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LO 5
P 5 CRITICAL EVALUATION OF MARKETING COMMUNICATIONS PLAN IN
RELATION TO THE COMMUNICATION STRATEGY, CHANNEL CHOICE,
CREATIVE CONTENT
Marketing communication plan is important to critically evaluate the marketing
communication plan in order to assess the effectiveness of selected communication
strategy, channel choice, creative content etc. Sainsbury's need to investigate the positive as
well as the negative aspect of the communication plan so that it can be improved and can
be more effective in achieving communication objectives (Wilson, et al. 2012).
Sainsbury’s need to monitor, evaluate and measure the plan in relation to communication
strategy, channel choice, creative content and other such elements.
MONITORING AND EVALUATION
The monitoring and evaluation the marketing communication plan can be done by
considering different factors such as-
 Sales numbers
 Customer response
 Market expansion
 Salesperson feedback
 Competitor response
SALES NUMBER
It is the most basic way to determine the extent to which a plan is successful in meeting the
objectives. If the sales of company increases than it can be said that marketing
communication plan is possessing the positive impact on the company.
CUSTOMER RESPONSE
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Customer response is another way to evaluate the marketing communications plan.
Sainsbury’s should take the feedback from the customer in order to understand the
effectiveness of the plan from the perspective of the customers.
MARKET EXPANSION
If the marketing reach is expanding then it can be considered that the plan is effective. The
enhancement in marketing budget is another sign that helps in determining the success rate
of an organisation. Sainsbury's always seeking the new opportunities from the local as well
as global market and expand its business in the most favourable location.
SALES PERSON FEEDBACK
The salesperson can be used as a barometer to measure the effectiveness of marketing
communication plan. The opinion of the salesperson should also be considered by the
Sainsbury’s to make the effective plan.
COMPETITOR RESPONSE
The response of the competitors can also help in evaluating the effectiveness of the plan.
The change in the strategies of the competitors shows that marketing communication plan
in showing its effect.
The above-mentioned factors should be considered by the Sainsbury's in order to evaluate
and measure the effectiveness of the marketing communication plan. Apart from the above-
mentioned factors, there are few other important metrics for successful marketing. The key
metrics for successful marketing which can be adopted by the Sainsbury's are revenue
matrix, marketing program performance metrics, customer profitability, web analytics,
product performance, brand preference and health, sales tools usage, etc. All these metrics
are also helpful in assessing the effectiveness of the marketing communication plan
(Parente and Strausbaugh-Hutchinson, 2014).
The measuring and evaluation can be linked to overall marketing and business objectives
and strategy of Sainsbury’s. As mentioned in the above section of the report that the key
objectives of the Sainsbury's are to enhance brand awareness, sales and profitability of the
company. These objectives of Sainsbury's are directly linked to its marketing communication
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plan. The effective the marketing communication plan more it would be beneficial for the
company. The enhancement in the sales number of the company shows that a company is
making growth in the sales and that is the main objective of a company to enhance the
sales. The responses of the customers also possess a great impact on the organisational
objectives of the Sainsbury’s. If the response of the customers is positive than it would
reflect positively on the sales of the company. The market expansion of the Sainsbury’s is
directly linked with its objectives. As the company expand in the new market the sales of its
products also increase to a significant level.
The feedback of the salesperson can also be considered to measure the effectiveness of the
integrated marketing communication plan. The salespersons know the demand of the
customers and also have ideas about the extent to which company is meeting the
expectations of the clients. Sainsbury’s should consider the feedback of the Sale person in
order to enhance the sales of its products (Trehan and Trehan, 2015).
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CONCLUSION
It may be concluded that an organisation should focus on the integrated marketing
communication as it is crucial to achieving the different marketing and business objectives.
It is imperative for a company to communicate effectively with its stakeholders, especially
with the customers. Communication can be done with help of several methods such as the
symbol, logo or any colour sign which represent the core idea of business. A company
should develop the effective marketing communication plan to meets its organisational
objectives. The communication objectives can be set by an organisation by considering all
the different factors which can affect the plan. A company should develop the SMART
objectives that mean the objectives which are specific, measurable, achievable, realistic and
timely. Marketing communication mix is an effective tool which can be used by an
organisation to meet the marketing objectives. It is the specific mix of advertising, personal
selling, sales promotion, public relations and direct marketing is that can be used by
Sainsbury's to pursue the advertising and marketing objectives. An organisation should
develop the effective marketing communication plan and is important for the company to
critically evaluate the marketing communication plan in order to assess the effectiveness of
selected communication strategy, channel choice, creative content etc.
15

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