Marketing Analysis of Sainsbury's and McDonald's/Burger King Ads Ban

Running head: MARKETING ANALYSIS
MARKETING ANALYSIS
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1MARKETING ANALYSIS
Article 1
Introduction
The article which has been considered for the analysis is based on the ways by which
Sainsbury’s has used location based information of the customers for the purpose of
marketing. The campaign which has been developed by the organization is related to the
personalised messages which are sent by the organizations to the consumers. The main aim of
the app is based on increasing the visit of customers and the sales as well. The loyalty cards
which are used by the organization are related to the information which is received by the
organization in order to increase sales (Reporters, 2018).
Marketing issues
The main issue which has been faced by the company is related to the ways by which
the appropriate messages are sent to the right set of people. The usage of right channel is also
considered to be a major factor which can affect the sales and revenues of Sainsbury’s. The
enhancement of shopping based experience of the customers is an important factor which is
considered by the organization. Sainsbury’s however needs to deliver effective messages to
the consumers in order to plan their shopping activities (Cobb-Walgren, Pilling & Barksdale
Jr, 2017).
The processes which are thereby used by the organization for offering reminders to
the customers are important for delivering the promotional messages in an effective manner.
The management of customer based data has been a major issue for the consumers who are a
part of the retail industry (Wehrmeyer, 2017). The information of customers is combined
with location based data in order to target them with the appropriate messages. Proper usage
of location based data is also highly important for the campaigns which are developed by the
retail organization (Manser et al., 2017).

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Stakeholders, challenges or benefits
Major stakeholders of the campaign who have been targeted by the company mainly
include, the customers and the management of the company. The management aims at using
data of the consumers in order to target them with the products which are provided to them.
The major challenges which have been faced by Sainsbury’s are related to the understanding
to data and journey of the customers in an effective manner. Different factors which need to
be considered by Sainsbury’s in order to operate in the industry in a profitable manner
include, the segments, loyalty based tiers and the journey of the customers as well (Huang,
2015).
The management thereby needs to understand these metrics effectively in order to
send the appropriate messages to the consumers. The levels of appeal towards the customers
are considered to be important for the management of Sainsbury’s. The benefits which have
been provided by the campaign are based on the increase in number of visits of the customers
in stores of Sainsbury’s. The offers provided by the company have been successful in
attracting the consumers. The data of customers are able to provide huge opportunities of
growth to the retail organization (Leonidou & Hultman, 2018)
Recommendations
The recommendations which can be provided to the management of Sainsbury’s are
based on the ways by which the organization can increase levels of profitability. The
organization needs to provide effective training to the employees who are responsible for
analysing data of the consumers in order to offer them with effective products. Development
of proper teams is important for the management of customer data. The security based system
developed by the company also needs to be highly effective. This will help Sainsbury’s to
protect the data of customers. The secure management of data is considered to be highly

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important for the proper operations and profitability levels of the organization in the retail
industry. The benefits which have been offered by the company can increase its profitability
levels further by improving the management of customer based data.