Types of Marketing Channels In Link To Communication Objectives

This article discusses the types of marketing channels in link to communication objectives. It covers direct selling, direct marketing channel, selling through intermediaries, dual distribution, and reverse channels.

Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Types of Marketing Channels In Link To Communication Objectives................................3
LO 2.................................................................................................................................................6
P 2 Communication Objectives...................................................................................................6
P 3 Justification for the selection of communication channels- ................................................9
LO 3...............................................................................................................................................11
P4 Create a marketing communications plan that effectively meets communication objectives
for a given organizational situation...........................................................................................11
Reason for the channel of marketing communication-.............................................................13
LO 4...............................................................................................................................................14
P5 Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.................................................................................14
Conclusion.....................................................................................................................................15
References......................................................................................................................................16
Books and Journal.....................................................................................................................16

INTRODUCTION
Integrated marketing communication can be define as making use of all the promotional tools
while communicating to consumers and employees. Sainsbury is a financial sound, well
established and nationally recognized organization. The company has the abilities to work
profitability in good and bad times. Sainsbury's is the second largest chain of supermarkets in the
United Kingdom with a 15.3% share of the supermarket sector. Founded in 1869, by John James
Sainsbury with a shop in Drury Lane, London, the company became the largest retailer of
groceries in 1922, was an early adopter of self-service retailing in the United Kingdom and had
its heyday during the 1980s. In 1995, Tesco overtook Sainsbury's to become the market leader,
and Asda became the second largest in 2003, demoting Sainsbury's to third place for most of the
subsequent period until January 2014. The linkage of messages and communication has to
be ensured and careful is known as integrated marketing communications (IMC). The tools used
in integrated marketing communications are public relations, personal selling, direct market,
advertising and sales promotions. All the tools of communication work together gets out a better
outcome then the isolation working. IMC is a planning process which focuses on takes
disciplines, media, timing, creative executions and stakeholders a message of communication. To
consistently promote a brands name IMC coordinates with the marketing communications. To
make a brand seem more sound and trustworthy there has to be a communication brand's
coordination. The promotions, marketing and advertising is looked after the IMC since that's the
bigger picture to look at when it comes to miscommunication in a business. Report will highlight
types of marketing channels in link to communication objectives. It will also define
communication objectives. It will also lay emphasis on various type of promotional tools used by
company.
LO 1
P 1 Types of Marketing Channels In Link To Communication Objectives
With the help of Marketing Channels a company helps to move products from producers
to final consumers and bridge the gap between the producer and the consumer whether it is in the
same locality or in different countries
Types Of Marketing Channels-
Direct Selling- Selling of products directly to consumers from a fixed operating location,
Peddling is one of the oldest forms of Direct Selling. It is done through internet sales,

telemarketing or personal contacts of a salesman. In 2007 retail sales incurred US $114 Billion
by the help of 62 million sales agents. It was published by World Federation of Direct Selling
Associations by their 59 members. It is a different form of Direct Marketing, this process require
sales agents to reach and deal with clients whereas (Bruhn and Schnebelen, 2017) Direct
Marketing seeks relationship with customers without the help of sales agents or fixed location.
Sometimes companies use multi level marketing that is they pay their sales agents money based
on sales after giving them regular salaries whereas some companies use single level marketing
that is they pay their sales agents money only on the basis of sales they make they pay no salary
to them.
Direct Marketing Channel- In this channel of distribution there are no middlemen
involved, it is also known as zero level channel. This type of channel is used by people who are
serving in service industry. Services like travel, catering and salons all these services uses direct
marketing.(Finne and Grönroos, 2017)
Manufacturer who deals in small and general goods prefers this channel as this is more
profitable since it is not easy to give margin to intermediaries. Products like machinery requires
direct selling. For example- the food is delivered to the employees.
Selling through Intermediaries- This channels involves middlemen like wholesaler,
retailer, distributor to make a product available to an end user this channel is known as indirect
channel. It has levels like one level channel, two level channels, three level channels and the
chain of three level channel goes like this (producer-agent-wholesaler-retailer-consumer) this
channel is used when there are many middlemen involved, area is scattered and demand and
supply is large.
One – Level Channel- This channel consists only one middleman that is retailer
purchases goods from the manufacturer and sells them to the end user. Marts and malls use this
channel to buy and sell goods at a lower and reasonable price. Manufacturers who deals in goods
like furniture, footwear or clothing prefers one level marketing over other channels. For
example- Easy day and Reliance Mart is these types of retailers which buys in large quantities
from manufacturers and then sell it to consumers.
Two Level Channel- This channel involve intermediaries like wholesaler and retailers. In
this channel wholesaler buys from manufacturers in bulk and then sell it to retailers in required
quantities then the retailers pass it on to consumers. Manufacturers who want to obtain market

share and eliminates the expenses of sales agents, warehousing or retail prefers this channel. This
channel helps in increasing mass production and increase the volume of sales. For example-
Farmers sells rice to wholesaler then they sell to retailers in quantities demanded by them and
then they sell it to consumers.
Three Level Channel- This channel of distribution is commonly used for confectionery
goods and is suitable for those manufacturers who want to reach consumers over a scattered
geographical area. This channel is also suitable for those manufacturers who deals in perishable
goods as they can't reach to other customers quickly using any other channel. For example- Tata
has sold its tea agencies in different areas now then wholesaler buys it from these agencies and
sell it to retailers.
Intermediaries-
Manufacturer- He is the person who produces goods and services on a small or large
scale for selling products in the market. (Luxton, Reid and Mavondo, 2015)
Customer- They are the individuals who buy products and services \.
Wholesaler- They buy goods and services from producers in large quantities or bulk and
then sell to retailers in small quantities to earn profit. (Turner and Barker, 2015)
Retailer- They sell the products directly to consumers in small quantities at maximum
retail price.
Agent- They are the ones who buys goods from producers and then distributes them to
wholesaler and earn commission as profit.
Dual Distribution- When the manufacturer and wholesalers delivers products to end user
using more than one channel simultaneously. Sometimes they sell the products to end users and
sometimes they sell it to other companies for resale. For example- franchising.
Reverse Channels-If you observe there is one thing in common between all channels and
that is they deliver products from producers to end users but when products are defective, used or
there is something wrong with them then they return it back or it is used for resale or recycling of
a product. Technology has made this flow possible. So producers get it back from consumers
Hence, the name reverse channel.(Wilson and et.al., 2016)

LO 2
P 2 Communication Objectives
Objectives are a set of targets that need to be achieved by proper planning and executing
the correct actions so it is important for Sainsbury to clarify them and achieve them. Marketing
communication activities are an important part in achieving the goals of an organization. They
have to be coordinated with all the other activities of the company like production, sales and
purchasing. Objectives were
 To strengthen the relation with Sainsbury brand.
 To increase the consideration of Sainsbury when planning a new product.
 The market which is targeted must be reached fully as soon as possible.
 To make customers and consumers aware of their new product and their brand name.
 To educate consumers and explain the working and advantages of their new product.
 To enhance relationship with consumers in upcoming 6 months
 To establish goodwill of the company in upcoming 2 years
 To achieve these communication objectives company can make use of following
strategies.
 To promote their services in order to earn significant amount of profit in coming years
Make the buzz and spread the buzz so high so that it creates curiosity among the
prospective buyers.
Communications should be so effective that it should motivate the customers to find out
more about the product via their website, brochures or visit their dealers.(Wang and Sirakaya-
Turk, 2017)
Ultimately an effective communication must be successful in generating purchases,
percentage of dealer visits must be converted into sales. To help increase the communication and
guide them the company uses AIDA chain. It stands for attention, awareness, interest, desire and
action. It is used for advertising and marketing. This model explains to understand how
communications of marketing and advertisements makes consumers trust a brand. By using this

model they make sure they accomplish no. of goals in order to influence consumers towards
purchase and consumption. It focuses on the steps of consumers before their buying decision.
Sainsbury offers services that other companies offers too. In order to improve their
growth and communication they are emphasizing on their unique selling points so that barriers to
sell gets weakened at the time. They are focusing on updating their promotional schemes time to
spread the awareness and educate them. They are focusing on targeting different mindsets in and
out of the target market this helps to change the style of promotional activities. These activities
must appear in media with broadcasting of unique selling point. There are several
communication methods like
Public Relations- This helps the company to build and increase their relationship with
general public. Companies such as Sainsbury works on drafting a plan for communicating and
takes the help of media and other media so that they can maintain a positive image of the brand
in the market and can approach the targeted audience. The most important objective of this
approach is to maintain a positive goodwill in the market. They help in spreading the information
between an individual or an organization or person gaining exposure and they help to reach high
credibility for the company at low cost. Being mentioned, talked about in campaigns and media
will draw many buyers.
Personal Selling- will be carried out by sales agents to influence other prospective buyers
who deals and put their money in Supermarket markets Sainsbury will be a viable investment for
them. It will come to company as an important measure at the time of targeting the corporate
market as customers who invests in shares invests in bulk. Sales agents are trained to influence
the consumers to convince them that this investment is suitable for them.
Sales Promotion- The company uses this approach so that they can persuade the
customers who have potential. This model is concerned with boosting the sales of the company
and it is used for a short period of time. It helps the company to gain the customers who will be
loyal to them for a long period of time. This aspect uses both the tools of communication that is
media and non media. It influences a consumer at the time of purchase. Some companies use
third party sales promotional activities but Sainsbury does not use third party they promote their
services on their own.

Advertising- it is a paid form of non personal communication it is one of the major
communication medium among all. It includes the messages for which the company has paid for
and deliver their message through a medium which can help them to reach a large number of
audience. There are 3 objectives of advertising and that is to remind the product, to inform them
about any new or upgraded detail and to persuade them. This all will help the consumers in
taking a decision at the time of purchase as they will know the difference between there choice
and the offering of the competitors. It is a controllable medium but expensive among all the
types of communication Sainsbury uses it to increase awareness, interest, desire and inform
about their services and encourage them to be a part of Sainsbury.(Kerin and Hartley, 2015)
Direct Mail- It is in the form of newsletters and it is useful for Sainsbury to increase
awareness and inform about the opportunities of Supermarket market deals. Sainsbury already
has a database in which they have information of their existing customers and can also buy
further data. This medium is also important while the target market is covering corporate market
and they must be provided with detail information about the Sainsbury's services. Company
should also keep in mind that some people mark them as spam they must not send mails too
frequently so that they don't feel annoyed, loose interest and lower their image of Sainsbury.
Social Media- Companies such as Sainsbury use this platform so that they can build their
brand by connecting with the audience and get the benefits such as increase in amount of traffic
on website and increase the amount of sales. Company uses various channels of social media
such as Facebook, Twitter, Snap chat so that the strategies they use can turn out to be effective
and successful.
It is recommended that pre testing is important to know if the message they delivered is
eligible, suited and appropriate for the target market. It helps to reduce risk of failure. Budget
needs to be fixed for pre testing. Audience which are targeted must have style, concept and
creative mind. Emails must be designed with direct link which goes through their website and
their they can buy Supermarkets easily sitting at home with all the detailed information provided
on portal. For positive impact of public relations press conference needs to be conducted. These
can be used when new services are being launched. It must educate consumers and how it is
beneficial for them. It will be effective only when PR campaign is seriously observed by the
target audience. Sainsbury conducted their campaigns in suitable exhibitions to create buzz and
aware the market.(Todorova, 2015)

P 3 Justification for the selection of communication channels-
Selection of channels can have positive and negative on the reputation of the company
and can affect its profitability and their overall scale of operations for a selected line of services.
Sainsbury is using Direct communication channel which means they don't involve any
middlemen as they don't want to reach in geographical areas which are scattered as their services
are targeted only for business and corporate sector so this level of channel is the best suitable for
them. By using these channels and implementing these points company will improve its
communication channel.
Build strong brand recognition-
Sainsbury must start promoting heavily on internet as reach of internet has no ends.
Sainsbury must increase its brand equity through promoting, advertising. The company must
gain a advantage of first mover and it will establish a dominant image in the market through
extensive word of mouth that will generate traffic for Sainsbury.
Invest in best of breed technology- To create an e-commerce platform that matches
according to the standards to satisfy the sponsors. It will solve the problems related to
transactions, merchandising and business processes.
Build an elite team of executives and industry professionals- Sainsbury is building an
elite management team with experience of developing successful processes in businesses like
online industries, sports and entertainment.
High switching costs- targeted audience can customize their experience and their
planning is once consumers started feeling comfortable with Sainsbury it is assured they will be
part of Sainsbury for a long time.
Provide a high level of personalized service- Sainsbury is currently working on
developing and focusing on investing heavily in services and new technologies that allows more
people to attract and offer a high level of personalized service. Customized things includes chat
and email, site views. With time it will be upgraded with more features and capability with
attributes like access to see past and current activities and receive a notification of items
according to consumer's interest.

Management, speed , flexibility- Sainsbury is working on building the management team
having the best quality experience in fields like sports and technology which will hep in building
a critical advantage for the company.
Consumer Preferences-
The taste and preference or habits and behaviour of consumers determine what channel of
strategy must be selected. If consumers are preferring unique things in given channel then
organization should make it happen. For example- Digital platform for TV serials also known as
web series they are always in buzz and that creates a huge demand for them as they bring new
stories and concept to the platform. Netflix, Amazon Prime and Hotstar are the leading web
digital platforms. Sainsbury must invest in research and development so that they know how to
reach and make it successful in achieving goals.
Cost-
Channels are selected on the basis of cost some will be costly more than other channels.
It has been observed that goods of low prices function best at low cost retail stores. Direct selling
eliminates the intermediaries between producers and the consumers. Wholesalers buy products in
large quantities on a condition that manufacturer should charge them a fair price with decent
discount. According to the revenue generated and the demand observed Sainsbury will select the
appropriate and suitable channel for them.
Brand-
Sainsbury select its channel of communication appropriately as it is a big established
company in UK they set their dealers and brokers who have a reputation in the market. They
believe that if they tie up with new brokers that it will affect the reputation of the company and
lower their brand. For example- A coffee machine manufacturer who deals in high end products
will not want his products Supermarket at a small level of retailer or discounted retailer as it will
affect the reputation of the brand badly in the minds of consumers. A product of high end selling
on low cost channel of distribution will affect the sales and will reduce in generating profit of the
company. Sainsbury doesn't believe in quality below the level.
Localization-
If and when entering into new markets communication channel must be selected
according to the location which is easily accessible when needed. Like Sainsbury has established
their channel near the corporate and business sector who invests regularly in the Supermarket

market so that it generates a revenue with good digits and in huge amount. Selection of
appropriate channel can improve the chances of achieving the organizational goals. For example-
laundry washing powder will be easily sold in European and US markets because it is targeted
according to the audience of prospective buyers.
LO 3
P4 Create a marketing communications plan that effectively meets communication objectives for
a given organizational situation.
Executive Summary- Recently it has been observed that there is a communication gap
between the customers\ and the company. Sainsbury who sells high quality products and service
which are accepted widely are making this mistake can make them lose a lot of consumers. The
organization is now coming up with a marketing communication strategy so that they can make
the consumers aware of the changes and methods which the company is making so that they do
not lose them and also continue the trust relationship they share between them. (Fill and
Turnbull, 2016)
Mission- The main mission of the organization is to achieve excellence in all the fields
they cover which are innovation, applying leadership and risk taking. The result of these should
be added to there long term stability, earn respect in the market and from the people and it should
be a pride for the company. The organization has gained international respect and reputation in
there field they would not like to lose that but keep adding more and more so that they can gain
profit.
Vision- To see itself at the top of the Supermarket market. To have trustful and respectful
position in the market and with the consumers. In the future, if they have a downfall in the
market they should be able to maintain there stability which they have like always.
Objectives-
 To increase sales of new product Sainsbury by 10% till the end of year 2020.
 To increase the market share by 30% till the end of year 2022.
 To enhance consumer experience by 10% in upcoming 6 months. (Kitchen, 2017)
Budget and Control- Sainsbury has maintained their budget so that they can smoothly flow their
operations. Company plans this aspect way before so that they can keep up a minimum amount
with them if any situation arise. For instance to expand or to promote the brand. This also helps
the company to minimize the waste so that they can get more and more profits. This also helps

them to predict the expenditure of capital in future. Sainsbury also has to face some problems
such as revert to the feedback by making changes and have to think about their caliber to control
these factors. If they cannot control it then they won't be able to achieve their goals. On the top
of this they also have to keep the factor of motivation in mind.
SWOT-
Strength-
 The company is well established from years so that gives the company an upper hand
over the other companies. Experience in the market also matters in a business growth.
 The company has had its down fall but is still having a strong portfolio.
 Sainsbury has stability in the market and respectful too.
 The company has trustworthy and respectful in the market.
Weakness-
 There is a miscommunication between its consumer and organization.
 Sainsbury invests in innovations and risk tasks which could even lead to a major draw
back for the company.
 There are older companies than Sainsbury and there is a limited old Supermarket buyers
in there company.
 Beating growth is very slim though the company is stable and large but potential is low.
 The research and development team has to really work upon themselves to take or
undergo any risk tasks for the organization.
Opportunities-
 The investors of Sainsbury company get a profit from the financial growth.
 It is becoming internationally known and making more profit and more cnsumers
 In recent years there has been a loose in regulations to make it easier to operate the
business operations. (Zabkar, Mumel and Vanita, 2015)
 The consumer tastes are changing and Sainsbury gives the best quality and products
accordingly. Innovation and creativity are two objectives of the company which they
provide to the customers.
Threats-
 The technology used by Sainsbury can be a great threat for the company.

 There is always a threat of new entrance in the market. The company has to provide new
products and services to make the profit.
 There are particular interrelationships between the external and internal elements that the
SWOT Matrix does not pay attention to.
 The substitute of products are also a great threat for the money which is being invested in
innovation and good quality products if the substitute products match them. The return in
substitute product will not be good and the company may have to face a down fall.
Implementation-
After analyzing all the factors company can finally takes the steps which will help them
to improve their productivity and profitability in the market.
Evaluation and Control-
By this process company checks the impact of strategy and compare them with the
expected results so that they can know if or not they need to take steps to rectify or change the
plan in order to achieve the goals and targets of the organization. It helps them to assess where
they are lacking so that they can take measures to improve it.
Reason for the channel of marketing communication-
Sainsbury has chosen the communication mix of social media and advertising.
Funds available for the marketing communication-
Sainsbury has set a specific and fixed amount of budget for these elements. Both the
elements chosen by the company has a huge reach which helps them to cover up a large no. of
audience. Advertising is the most expensive form of communication but because of its reach
company has to bear the cost of it. Same goes for social media marketing company has chosen it
because of its reach and taking the concern of cost it is very cheaper as compared to advertising
as it is new and the old generations won't be influenced by this social media marketing. That is
why company has to allocate the funds according to both the elements. (Ots and Nyilasy, 2015)
Increase the market share of the organization-
Sainsbury has chosen this strategy so that it will help them to reach more and more
customers in order to increase their share in the organization. It is possible for the company to do
that as it is a old brand with positive goodwill in the market. They just needed to set a budget and

appropriate strategy to spread the awareness of their brand more and more, on which the
company is working so that they can successfully gain the share in the market. (Manser Payne,
Peltier and Barger, 2017)
Type of market which is targeted by the company
Sainsbury targets the people on the basis of their income level and their age. They
target both the young generation and the old generation. That is the reason that company has
selected these elements so that they can use them to influence their target audience. Advertising
will help them to target the audience who watch television or read newspapers that is the old
generation and Social media will help them to gain the attention of the young generation as they
are the ones who use it. (Manser Payne, Peltier and Barger, 2017)
LO 4
P5 Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.
Creative Strategy- There are many products under Sainsbury that match the other
companies products therefore Sainsbury invests in innovative products and creative products.
The products which satisfy the customers needs and is different from the others. To promote the
products the target marketing promotions use innovation, bold, intelligence, pioneer, imagination
and revolutionary. To have a long term efficiency the Supermarket market must identify the
barriers and overcome them. There should be intelligence, modern and humor (If possible) tone
of voice for promotion purpose. Campaigns are carried to make the people aware of the company
and the work strategy and make a company come alive.(Perreault, 2018)
Communication Mix- There are different and various methods of communication. There
are five communications market strategies which are sales promotions, personal selling,
advertising, public relations and direct marketing. The five communication strategies play a very
important role because there is a miscommunication (Hewett and Lemon, 2019)in the

organization. To deal with the mistakes made now are that Sainsbury must improve on the direct
relation with the public which are the employees. If the company wants to get more profit in its
Supermarkets then they should promote its sales and products. Sainsbury is giving out good
quality in the products they are selling which means they have a trust bond between the
employees and the organization but because of the miscommunication and the company not
being able to justify there work to the employees is making the company fall down but since they
have worked stably in the past then it will be easy for them to grow back up. (Keller, 2016)
Media Strategy- Media plays an important role in the market expansion. Advertising
themselves on television will really help then grow in the market. Most of the companies have
witnessed a growth in there fields when they promote there products on the television and blue
chip has applied this process in there marketing strategy and is successful in selling there
product. Printing media has also played a quality good role in promoting the products which are
good for the organization. Printing media includes newspaper, magazines, etc. A lot of
information can be put out to the employees who have invested by televisions and media to get
there trust back or there loyalty back in the Supermarket. The miscommunication in the
Supermarket market of Sainsbury has made the Supermarkets fall of Sainsbury but now to get
that back up they will have to promote themselves so well that they have to get back up. Even if
they are not doing so well in present but they are still having a stable market. Sainsbury
innovated and creates a lot of new products which can be promoted on these media so that they
can pick up a good market. Internet also plays an important role because mail can be sent out to
the employees about the details and all the smallest of small things details on it to make the
employees know. Outdoor billboards can also make a difference because that will also attract
more employees. The basic details can be put on the billboard which is attractive and interesting
for the people to know and come to find out more. (Key and Czaplewski, 2017)
Campaigning- The rechecking of the products is important before taking that to the
market because that can later becomes a big problem for them. Sainsbury has foundations in
which they provide campaigning for testing and helping the people in need. It is a voluntary
thing and it is not compulsory for everyone to go through it. Other type of campaigning is
making the people aware of the products and services they are providing to everyone in the
Supermarkets and how people can become a part of the Sainsbury Supermarket UK.

Conclusion
Sainsbury is a well-established company which invests in products which are having
good quality and will not invest in any other product. The only problem this Supermarket market
company is facing is the communication gap between the employees and the company. The
company invests in innovative ideas and creative work which all the employees are not aware of.
The company have foundations which help the people who are in need which is a good motive
for people to invest in this Supermarket. The aim is to achieve good relation with the employees
in upcoming 6 months and get the Supermarket market back to normal and good will of the
Supermarket of Sainsbury in 2 years’ time. They also want their employees to know about the
upcoming products they are launching and educate the employees to understand there thinking
and working processes. Sainsbury is investing in there promotional market to increase its
products demand, they have started marketing in media and social awareness sites. They also
share mails which give its employees each and every detail about there Supermarket market. The
company is not an old and experienced in Supermarket market but they are putting in ideas to
achieve that aim.
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