Integrated Marketing Communications for Sainsbury

This report discusses the role of integrated marketing channels in serving communication objectives within Sainsbury. It analyzes the communication objectives for the organization and evaluates the applications of communication objectives in relation to the marketing communication mix. The report also provides justifications for the selection and integration of the best communication channels.

INTEGRATED
MARKETING
COMMUNICATIONS

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
LO-1.................................................................................................................................................3
P1- Explaining different types of marketing channels and how they play important role at the
time of serving communication objectives within Sainsbury......................................................3
M1- Evaluating how marketing channel of communication are integrated within an
organization context to add values and maximize resources.......................................................4
LO2..................................................................................................................................................5
P2- Analyzing communication objectives for the Sainsbury.......................................................5
M2- Evaluating the applications of the communication objective in relation to the marketing
communication mix and the organization business objectives....................................................6
P3 Justifications for selection and integration of best communication channels.........................7
LO3..................................................................................................................................................8
P4 Marketing communication plan for meeting communication objectives...............................8
LO4................................................................................................................................................13
P5 Evaluation of marketing communication plan in relation to communication strategy,
channel choice and creative content...........................................................................................13
M3 Monitoring and impact of communication marketing plan.................................................14
Conclusion.....................................................................................................................................14
REFERENCES..............................................................................................................................17

Executive summary:
Integrated marketing channels plays strong role for operative innovation, higher range of
functional innovation and strategic competencies within business scale services, based on larger
integrated working structure goals. The report has examined Sainsbury integrated marketing
channels communication which serves communication objectives, specific new integrated
functional paradigms and channelize specific communication objectives dynamically. Sainsbury
marketing channels are highly competent, channelizing best functional attributes, for
strengthening wider scale consumers integrated solutions and generate quest operatives
dynamically as per best revenue working goals. The report also discussed Sainsbury as one of the
best competitive retail brand aims to further expand best scale revenue working strengths, keenly
bring on functional scale goals dynamically.
INTRODUCTION
The present report is based on the topic integrated marketing communication. In which the
chosen firm is Sainsbury’s which the grocery retailer of UK is. The report will discuss about
different types of marketing channels and how they are used as the communication objective
within an organization context. It will also evaluate about communication objectives for the
given organizations situation. I’ve also given the information about selection an integration of
communication channels. On the other hand it will also create a marketing communication plan
that will meet the commendably needs for the communication objectives for a given organization
condition. Lastly it will also discuss about the marketing communication plans and their relation
with communication strategy, channel choice and creative content. It will also evaluate about the
review of success of the monitoring and impact of marketing communication plan.

LO-1
P1- Types of marketing channels and their role in delivering customers services
` Marketing channel is termed as the process by which the physical distributions of goods
from manufacture to the customer either data based on directly or through intermediaries. The
manufacturer can adopt different types of multi-channel marketing which is suitable for the
product and the business (Aldousari, and et.al., 2017). The marketing channel includes different
types of the marketing channel that are internet marketing, direct marketing or other types of the
intermediates. It helps organization to promote their products by using different process that is
related to personal selling or through E commerce. Mainly it is Direct marketing is focused on
direct selling of the products by using different types of modes for promoting their products.
personal selling is known as the one of the major tools for the direct marketing in which it also
include E commerce as another tool data related to direct marketing. Intermediate channels
include all the things that are related to working with wholesales, which promote new product
apart from traditional channels.
The Sainsbury’s uses this marketing channel by promoting themselves on various social
media apps, company website and Twitter. In addition to this they can also advertise them by
using newspapers, Exhibitions, Trade fair is turned to promote the product. on the other and there
are many organization that uses direct marketing which will result in building good relationship
with their customer along with this they can also target their customers (Askalidis, Kim and
Malthouse, 2017). The marketing process also includes different types of things that are email,
websites and text messaging. Sainsbury’s uses Internet marketing which helps them rapidly to
promote their business on the other hand it is also known as the pass marketing technique. By
this the company can attract huge number of wider type of customers that is from the different
geographical areas or region. Promotion can be also done by other marketing techniques Internet
marketing is used by the several customers at the time of shopping. In addition to this it also
include different types of intermediary marketing data agents, wholesalers and retailers.
The Sainsbury’s serves communication objectives by using marketing channel are on the
basis of considering it as a marketing communication mix and Why does the company can easily
promote their new product by using personal selling that is interaction with the customer on face

to face basis. The company also increases their sales by using personal selling an E commerce
approach that is of face to face marketing which is also known as the direct marketing. On the
other hand e-commerce is known as the big platform that is used to promote and sell the product.
Ecommerce channel is widely cost effective for reaching among larger consumers target market
rapidly, strengthening channel automation and competitive growth goals as per new scale
working advancement within business targets based on stronger working automation.
M1- Marketing channel of communication integrates new rise on values and effective resources
expansion
By using the social media the part of Internet channels that are used by the compute to
promote a product. It helps the Sainsbury’s to add values and maximize discourse ask the
company do not have to put huge amount of money or other things to sell their products they can
easily advertise their goods on the social media apps that are known as Facebook, Instagram,
Twitter. From this they can attract not only middle our youngest people but the entire individual
who are the target market of the company (Ubaid, 2020). It will result in adding value to the
company because most of the people around the world uses different types of marketing channel
to see the products order that things that are launched by the company to find out their details on
the company's website. Wholesaler are known as the intermediary channel by which the
Sainsbury’s can promote their products in every places across the country on the other hand the
agent helps them to sell the product across the world by selling it two different wholesalers of
each countries. Apart from this it is also known as the traditional media like newspaper also
helps the company to promote their product. Sainsbury’s also focus on different types of
exhibition and trade fair which will result in introducing new product in the consumer mind on
the other hand it will also help them to recall their existing customers by accumulation of values
and maximizing resources to their business.
LO2
P2- Analyzing communication objectives for the Sainsbury
By using the communication objectives the company can promote their product by using
different kinds of marketing channels (Purwaningsih,and Purworini, 2017). Mainly middle age
and young age people are the target customers of Sainsbury’s. across the world. To encourage
the product the main communication objectives are

• The company can grow their brand awareness among their targeted customers
• To raise the sales by 20% by doing the promotion of the products
• To fulfill the needs of the customers, by bringing best innovative products range and competent
rise on services grounds rapidly.
• To bring the existing customers by communicating best digital services and high scale work
advancement, which further adds to goodwill goals.
Sainsbury’s can increase their sales revenue by 20%:, by integrating higher competitive
commercial expansion strategically and integrating innovation goals rapidly within latest retail
business trends. Marketing expansion on digital working parameters further opens up new
working scope actively, based on working synergies rapidly.
Sales revenue generation is known as the major objectives that are used by the sense media to
promote their products across the world. In the recent year the company had to face high amount
of competition in the UK which will result in achieving the competitive advantage the company
have to increase their sales which will result in profit margin. By using the marketing
communication the company can increase their sales which will result in influencing the health
conscious people.
The company can also create brand awareness among their individual wishes the other objectives
of the organization at the time of promoting product and services. Sainsbury’s as the company
have to increase their awareness in the consumer domain they must have create awareness
among the consumers that are related to the product. in which communication plays an crucial
role as it will help them too no and deliver the information of the product. As by this the
company can also advertise your product to adapt an effective marketing communication.
The other objectives of the communication are related to delivering the product by adding
value to their customer. Mainly this type of strategy is used by the company to retain their old
customer which will also result in attracting large number of new customers which will help then
by satisfying all the needs buy the product that are sold by the companies. By launching the new
product or the existing product the company can also make their brand popular which will result
in increasing the number of customers (Piyadasa, 2019). Sainsbury’s is known as one of the large

organization and it is very important for them to capture new customer along with that they will
also retain the existing customers which will result in building up the power of the organization
in the market. To achieve this objective the company can also make different types of static data
related to innovating their product will also help them to make the customer loyalty. As the
customer will be influenced by the product that are launched by the company (Schofield and
et.al., 2018). On the other hand this will also result in retaining the all customer and by covering
a huge range of new customers through different modes. To fulfill all these objectives the
company uses marketing communication parameters, which further adds to long term productive
rise on goodwill grounds rapidly.
M2- Evaluating the applications of the communication objective in relation to the marketing
communication mix integration with objectives
The different types of applications of the announcement objectives right are in relation to
marketing communication mix and the organization professional object is better used by the
sense very add wireless systems which include mobile phones, satellite communication, cable
testing and base station monitoring. On the other end it also include different types of
applications that are related to advertising, direct marketing and digital marketing, public
relations, personal selling and sales promotion. This play an important role in organization
business objectives and marketing communication makes as by this the company can easily
promote their product across the world whether it is inside the geographical boundaries or
outside. it also helps the company to make aware their customers about the new launch product
of the company, on the other hand it significantly brings rise on wider consumer’s networks
rapidly based on automation of best services (Lim and Lemanski, 2019).
P3 Justifications for selection and integration of best communication channels
Sainsbury’s as one of the biggest retail industry company in UK industry, has been
further investing to bring on best communication channels and digitalization, for strengthening
wider productive channels in consumers market scenarios. Integration of digital communication
channels have enabled to further significantly evolve on for synchronizing larger dynamic goals,
creative marketing aspects within longer time periods (Patel, Gadhavi and Shukla, 2017).
Selection and integration of best digital communication channels, holds high significance for

strengthening corporate dynamic standards rise among working scenarios. Sainsbury’s has been
evolving towards digital communication marketing channels within recent aspects, where the
parameters among channels are as follows:
 Email marketing: The email marketing digital communication channel is known as one
of the foremost aspect, where email broadcasting sense enabled to further engage
diversely with customer’s market scenarios rapidly. Email marketing enables to
strengthen up working parameters within digital platforms, for synchronizing best rapid
engagement goals worked on functionally. Sainsbury’s has been heading to imperatively
use email marketing within communication channels, for efficacy rise and connective
development among consumers. Email marketing further strengthens consumers reach
actively, by directly dealing on communication grounds rapidly within services.
 Social media marketing: The social media platforms tools and digital platforms such as
Facebook, YouTube are known to be widely effective for connecting rapidly with wide
innovation goals for marketing determinants (Maria and et.al., 2019).Social marketing
further strengthens up best aspects of promotions, sales management functional goal for
larger brand engagement within longer time periods. Sainsbury’s marketing has been
primitively expanding through digital media channels, where customers interaction with
brand has been rising. It has been also analysed that digital marketing on social media has
enhanced functional scope for wider revenue rise, competitive brand engagement goals
profoundly.
 Content marketing: Sainsbury’s has been competitively investing towards best
promotions through content marketing aspects, where content marketing further enhances
larger scale goals for stringent vision oriented paradigm. Through content marketing
integration digital channels, retail products services are widely worked on for further
profound connective expansion. Content marketing further enables brand value to
evolve, by heading on further with larger scale functional goals widely towards optimistic
rapid rise on marketing parameters. Content marketing , further opens up significant rise
on consumers and stakeholders working engagement goals based on operatives
paradigms actively.

From the above analysed aspects digital communication channels, it can be understood that
Sainsbury’s as one of the best retail company has been expanding towards operative
innovation profoundly. The brand communication channels are largely active for
strengthened best quality benchmarks, evolving on towards wider scope goals within
dynamic market domains. Consumers also look up for strengthened connective rise among
digital markets, where further competitive scope is there for larger technical productive
connective growth within revenue and goodwill targets (Leite and Azevedo, 2017).
Social media marketing channel has been taken by Sainsbury, for extending new working
advancement rapidly and constructing work advancement with high automation goals .
LO3
P4 Marketing communication plan for meeting communication objectives
The marketing communication plan objectives further will enable Sainsbury’s to evolve
on wider scale functional goals rapidly, and to competitively bring on rise towards commercial
expertise targets. Marketing communication plan will further evolve on for bringing on larger
working goals, leverage dynamic consumers preferences within longer time run in retail industry.
Vision: The marketing communication plan of Sainsbury’s has vision to further bring on best
innovation among channels, work with rapid creative dynamics for strengthening customer
market expansion globally.
Mission: Sainsbury’s further has mission to evolve on larger functional pace profoundly, expand
best creative flexibility development goals for strengthened business scope competitively as per
latest targets.
SMART GOALS:
 Specific: The marketing communication plan will be specifically heading towards
bringing rise on revenue aspects specifically, where aim is to expand marketing and
promotions by 50% benchmarks.
 Measurable: The plan will be measured by setting social media marketing handles KPIs
and key checkpoints for analysing consumers engagement.

 Attainable: Sainsbury’s business goals within marketing communication will be
attainable by heading on towards best mechanical investments and digital optimisation
parameters widely.
 Relevant: It is also relevant and further competently crucial for bringing on diversity
worked on rapidly within new parameters.
 Time bound: 6 Months time period will be further focused on for accurate
implementations, specific working rise connectively and strengthened benchmarks
diversely for larger time periods.
STP:
 Segmenting: Sainsbury’s within marketing communication channel will be further
heading on segmenting consumer market, by evolving towards latest retail industry
demands where consumers who look for fresh supplies with organic quality and premium
services will be targeted. The plan will segment based on behavioural aspects, where
preferences hold strong significance for larger time oriented goals actively within
industry goals (Krasyuk and et.al., 2020).
 Targeting: Differentiated marketing plan holds high significance where strategy will be
implemented by serving people with widely new best quality products range, further
ideal investments as per customers preferences. The marketing operative innovation also
enhances scope for diverse dynamic investment, strategic connective benchmarks rapidly
towards wider performance working goals. Positioning: Attractive digital marketing strategies of positioning functional goals will
enhance wider scope segments actively, where Sainsbury’s has been further evolving
towards best scale products marketing.
Swot analysis (Situational analysis):
 Strengths: Sainsbury’s has been able to evolve on best customers goodwill targets, by
serving premium quality goods and services and there has been strategic rise on best
innovation dynamically. The company also holds new capital investment plan, which is

one of the key strength for further investments rapidly within competitive industry
domains. Weaknesses: The brand faces new rise on competitive functional avenues, where new
rise on industry parameters has been also rising rapidly among latest industry working
goals. It can be also analysed that external factors such as rising change among industry
domains, bring on larger scale change among business goals for bringing on new profits
evolved for longer time periods. The brand faces competitive pressure, with new brands
coming up in retail industry where company has to further revamp new automation and
digitalization within procedures.
 Opportunities: Sainsbury’s has opportunity to expand internationally among new
business platforms rapidly, strengthen up working goals and work on strategic innovative
marketing structure targets. The digital platforms open up new communication rise
expansion platforms where there is viable opportunity for Sainsbury’s to establish new
expertise (Irshad and Ahmad,2019). Threats: Increasing rising cost of raw materials and new specific competitive
investments demand within production channels is a threat where Sainsbury’s has been
facing threat actively. Brand has been lacking automation and competitive innovation in
supply chain management, where operational growth has to be further leveraged.
Marketing communication strategies:
Sainsbury’s by using operative innovation within digital channels, search engine
optimisation channels where further consumer market interaction will be further heading on for
larger working growth rise innovatively. This further plays significant rise on integration goals at
Sainsbury, for marketing communication strategies advancement and aspects dynamic
integration within larger connective targets among consumer market share.
Marketing communication mix:
Sainsbury marketing communication mix involves tools that uses pathways within customers, by
advertising and social media, product packaging and highly innovative services based on
company long term goals.

Marketing communication mix enhances working scope for new range of productive work
competencies profoundly, based on structural aspects for new range of efficacy paradigms which
further extends profound productive goodwill targets. Implementation of marketing
communication mix further adds to profound working connectivity, based upon social media
networks and best working diverse goals. Sainsbury by synchronizing best working aspects of
marketing communication mix will be able to further diversify new strengthened engagement,
which adds to long term value within goodwill.
Budget is vague,monitoring and impact of communication marketing plan is
still not changed and Conclusion is vague (this is a tutor feedback)
Particulars Amount
Marketing machinery 10,000
Technicians and expertise 5,000
Best digital marketing tools 10,0000
Social media marketing experts 15,000
Integration communication channels 5,000
Total 45,000

Implementation, monitoring and control
 Sainsbury’s by heading on larger implementation, monitoring and control aspects further
has been widely investing for larger contingency plans structured targets and to monitor
targets profoundly. It can be also understood that contingency plans, monitoring will
generate best benchmarks among quality targets for dynamic working goals for larger
connective targets within competitive industry domains.
 Sainsbury’sby keeping check on KPI, digital marketing channels such as benchmarks of
revenue rise, larger change among consumer goodwill targets will be further able to
evolve on wider company goals. The company further will also monitor targets check
among communication channels, by strengthening check points and vision oriented
targets for larger productive engagement goals actively. Sainsbury by keeping
contingency plan ready will be able to further diversify success goals, integrate
automation among services.
LO4
P5 Evaluation of marketing communication plan in relation to communication strategies and
creative content
Evaluation of marketing communication plan enables us to further correlate with
varied new innovative business goals expertise working targets, expansion on retail industry
working targets where creative integration further opens up new opportunities. Evaluation of
marketing communication plan, further opens up scope for stringent business connectivity
targets, adding functional rise diversely based on long term goals. Sainsbury’s within retail
industry working targets, with implementation of best marketing communication plans will be
able to diversify channels effectively. The brand digital channels on business expansion among
consumers market, where Facebook, youtube, Twitter are some of the best premium marketing
platforms used by company (Hao and et.al., 2019).
It can be also understood that Sainsbury’sfurther integration on contingency planning to
monitor KPI benchmarks rapidly will enhance wider targets expansion rapidly. The digital
marketing communication plan further will also enhances wider customer target market reach
rapidly, evolve on wider profit goals and commercially expand rapidly for larger specific

paradigms actively. Creative content engages with customers among industry, where Sainsbury’s
is one of the largest retail companies having best competitive brand value informatively. This
further also evolves on operative innovation, strategic competencies evolving factors for larger
functional rise on revenue goals rapidly within industry benchmarks actively. Sainsbury’s has
been also further investing within mechanism expertise among digital channels, where
consumers preferences are widely worked on for strengthened key goals within longer time
periods.
Sainsbury’s by optimizing best usage of digital communication platforms and training
vision oriented goals rapidly will be able to enhance rapid stakeholder’s connective diversity.
Furthermore, usage of varied integration aspects enhances scope for strengthened new
productive targets, key benchmarks actively for larger connective rise, wider scale functional
expansion goals profoundly (Foroudi and et.al., 2017).
This has been found to be also crucial, where Sainsbury’sintegration among digital
working optimization aspects has been widely evolving for rapid consumer’s goodwill and
higher profits. It can be also analyzed that stakeholder’s engagement holds high significance, for
overall connective platforms enhanced working innovation and dynamic market reach
profoundly among industry. The retail brand has been optimum growing among new dimensions
and stringent functional growth goals, where brand investments are fruitfully bringing on larger
connective diversity scope.
Evaluation of plan: The plan has been well established as per Sainsbury long term working
synergies, higher competent working advancement as per new advanced competitive retail
industry targets.
M3 Monitoring and impact of communication marketing plan
Retail company also further aims to enhance operative targets widely, based on consumers
demands and best scale functional working synergies for determinants expansion goals rapidly.
Also plan has been ideally bring on rapid technological expansion dynamically, by primitive
keen functional engagement aspects and technical productive growth goals for longer time
periods goodwill. Furthermore, optimistic advanced scale rise on marketing communications
bring on further pace networks for larger viable strengthened functional innovatively, where

content creative promotion open up new varied platforms for larger varied extensive goals. The
retail company has been also further investing to bring on strengthened working operatives by
bringing bets usage of technologies on marketing channels actively (Dwivedi and McDonald,
2020). Monitoring and impact of communication plan among internal and external stakeholders,
will be done by integrating diverse platforms based networks for strengthened working
innovation goals based on synchronized abilities. KPI evaluation further adds to new range of
business scenarios, for higher competitive rise abilities and strengthened working functional
based on optimistic work targets. Sainsbury investment have to be also further correlated as per
new business paradigms for strengthened working rise goals significantly, based on new scale
rise goals innovatively.
Conclusion
From the above report it can be concluded that integrated marketing communication
plays strong role for further enhancing vision oriented targets and operative innovation rapidly
among consumers market within competitive retail industry. The report concluded that company
uses direct marketing and exhibitions, fair trade as some of prominent marketing communication
channels within industry networks for evolving on varied targets. Sainsbury’ salso has been
variedly in vesting on social media marketing , content marketing and email optimization for
reaching out to larger consumer market parameters. The study further concluded analysis of
marketing communication plan, where Sainsbury’s aims to evolve on best strategic growth
competencies dynamically and also extend best scale rise. Evaluating as aspect among
conclusive analysis enables us to gain knowledge that the brand digital marketing channels are
widely innovative, further widely creative for engaging external stakeholders. It has been also
evolved within discussion on report that investments within resources are built to measure KPI
benchmarks, leverage specific key goals actively and strengthen outputs within longer time
periods. Marketing communication mix further adds profound rise based upon strengthened
working rise abilities, new profound investment pertaining towards untapped overall growth rise
rapidly for stringent connective benchmarks diversely. Sainsbury marketing communication plan
will further enhance working optimization, based on significant connective targets within new
domains based on consumers latest working preferences.

REFERENCES
Books and journals
Aldousari, A. A., and et.al., 2017. Impact of employer branding on organization’s performance.
Journal of transnational management. 22(3). pp.153-170.
Askalidis, G., Kim, S. J. and Malthouse, E. C., 2017. Understanding and overcoming biases in
online review systems. Decision Support Systems, 97, pp.23-30.
Dwivedi, A. and McDonald, R. E., 2020. Examining the efficacy of brand social media
communication: a consumer perspective. Journal of Marketing Theory and Practice,
28(4), pp.373-386.
Foroudi, P., and et.al., 2017. IMC antecedents and the consequences of planned brand identity in
higher education. European Journal of Marketing.
Hao, A.W., and et.al., 2019. Two decades of research on nation branding: A review and future
research agenda. International Marketing Review.
Hughes, M.Ü., and et.al., 2019. Strategic target marketing considerations and implications for
the US Hispanic market. Journal of Cultural Marketing Strategy, 3(2), pp.152-171.
Irshad, M. and Ahmad, M. S., 2019. Impact of Consumers' Online Motivations on the Online
Purchase Intentions: Mediating Role of Consumers' Attitudes towards Social Media
Marketing. Business and Economic Review, 11(3), pp.89-111.
Krasyuk, I., and et.al., 2020, September. Marketing technologies in the organization of business
processes of retail trade. In IOP Conference Series: Materials Science and
Engineering (Vol. 940, No. 1, p. 012056). IOP Publishing.
Leite, R.A. and Azevedo, A., 2017. The Role of Digital Marketing: A perspective from Porto
Hotels’ Managers. International Journal of Marketing, Communication and New
Media, (2).
Maria, S., and et.al., 2019. The Effect of Social Media Marketing, Word of Mouth, and
Effectiveness of Advertising on Brand Awareness and Intention to Buy. Jurnal
Manajemen Indonesia, 19(2), pp.107-122.
Patel, J. D., Gadhavi, D. D. and Shukla, Y. S., 2017. Consumers’ responses to cause related
marketing: moderating influence of cause involvement and skepticism on attitude and
purchase intention. International Review on Public and Nonprofit Marketing, 14(1),
pp.1-18.
Piyadasa, H. H. A. U., 2019. Integrating digital marketing strategies in to Sri Lankan small &
medium enterprises (SME's).

Purwaningsih, E.S. and Purworini, D., 2017. Peran Imc Dalam Pemilihan Mommilk Manahan
Solo Sebagai Pilihan Kunjungan Konsumen. Komuniti: Jurnal Komunikasi dan
Teknologi Informasi, 8(5), pp.144-157.
Schofield, P., and et.al., 2018. Collaborative innovation: Catalyst for a destination’s event
success. International Journal of Contemporary Hospitality Management.
Turan, M. and Kara, A., Journal of Research in Marketing and Entrepreneurship.
Ubaid, A., 2020. Teenagers and Marketing Communication on Instagram (Doctoral dissertation,
Auckland University of Technology).
Uğurlu, S., 2018. Integrating Public Relations and Social Marketing: Reputation Management in
Digital PR. In Reputation Management Techniques in Public Relations (pp. 254-279).
IGI Global.