Marketing Communication Assignment - Sainsbury

Marketing
communication

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
TASK2.............................................................................................................................................7
CONCLUSION- ...........................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing communication refers to a method that is used by the companies for conveying
a message to public, in a very creative way for the purpose of creating demand for the product
and service which it wants to offer. The present study is based on Sainsbury , a retail
supermarket in UK (Blakeman, 2018). Apart from this a brief study is done on marketing
communication tools used by Sainsbury to convey message regarding energy drink the mass
public. In addition to this there are various benefits that can be derived from marketing
communication, which is discussed in detail. Furthermore a briefing is done on 7 p's of
marketing and PESTLE analysis in respect of Sainsbury.
TASK1
Overview
Sainsbury is the large chain of supermarkets , that was founded in 1869 by John James
Sainsbury . He has started with retailing of fresh food then expanded its business to groceries and
clothing.Mr. Sainsbury and his wife has started with small shop at 173 Drury Lane in London. It
offers various product related to grocery, stationary , electric items etc. .It deals with 700 product
line mainly food items. Currently 186900 employees are working in the organisation . Sainsbury
mainly focus on maintaining quality of the product .On contrary to the good side of Sainsbury , it
was in controversy due to price fixing , as it was involved in making cartel related to dairy price
fixing with other retailers(Bruhn, and Schnebelen, 2017). In addition to this In 2017 it was found
that it is charging 50 pounds more on Valentines day. But apart from this all it has maintained its
marketing position . Focusing on its revenue and earnings then the total revenue earned by it in
2018 is £28.456 billion and net income earned by Sainsbury is £309 million. Furthermore, it is
listed in London Stock exchange and Financial Times Stock exchange Group 100 index.
Marketing communication Tools
Marketers use various tools for selling and promoting its product and generating
awareness about its brand . Following are the tools of marketing communication-
Advertising
It is the paid form of communication that helps organisation to reach wide audience
within short period of time. It is the most effective tools that organisations use for creating brand
awareness. The main objective of advertising is to provide clear understanding about the brand
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or the product to the target audience. Advertising tools of Sainsbury includes Television,
Newspaper, Radio that helps end consumer for having loyalty towards the energy drink products
(Fill and Turnbull, 2016).In addition to this the aim of advertising marketers of Sainsbury is to
ensure that the right message should be delivered to right person at the right time.
Nowadays online advertisement is one of the effective tool for advertising as it attract not
only local customers but attracts international customers. Sainsbury use this method for
promoting its energy drink ,which helps it in getting quick feedback from the customers. Along
with the new users online advertisement encourages innovation as a result of which research and
development will also increase. Another kind of advertisement is print advertisement ,
Sainsbury, sometimes used print media for the purpose of providing each detail about the content
of energy drink to the consumer.
Characteristics
 It is a non personal communication for addressing large no. of audience
 Advertising is paid form of method of communication as it has to pay fees media
agencies and spend money on sponsors.
 Its main objective is to improve and maintain brand image, building relationship with
customers , increasing sale and educating customer about the benefit of the product.
 The advertising message can be expressed in oral, written , visual or in audible form.
 Advertisement is an art of representing message in very creative manner that needs skills
and experience(Hänninen and Karjaluoto, 2017) .
 It is the one way communication , means here sponsors or representative convey message
to the audience but message from audience to marketer is not possible .
Effectiveness/ benefits
 Advertising helps in expanding the market of Sainsbury within very less time
 It also helps manufacturer of energy drink to make audience vigil about against making
copy of features or content of the product by any other competitor.
 Advertisement is also an effective to popularize the energy drink that will help in
building up reputation and goodwill of Sainsbury(Karjaluoto, Mustonen and Ulkuniemi,
2015)
Sales promotion
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