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Principles and Practice of Marketing Assignment - Sainsbury

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Added on  2020-12-29

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This report is on "marketing mix of Sainsbury". This report presents the promotional mix tactics which play an important role in the promotion activities of Sainsbury's supermarket. In this study, we also define various marketing theories such as the AIDA model and above \ below the line theory and also evaluates the effectiveness of this theory in the Sainsbury's supermarket. We will discuss here the push and pull strategies. For a better understanding of the report, you can also check the business environment of Sainsbury and case study of Sainsbury

Principles and Practice of Marketing Assignment - Sainsbury

   Added on 2020-12-29

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Principles and Practice of Marketing Assignment - Sainsbury_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Research into the promotional tactics of Sainsbury....................................................................1TASK 2............................................................................................................................................61.AIDA model ............................................................................................................................62.Push and Pull Strategies ..........................................................................................................8CONCLUSION .............................................................................................................................11REFERENCES..............................................................................................................................12
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INTRODUCTIONMarketing defines as a critical business function of every successful business. It includesvarious factors which plays an important role in increasing the productivity of the firm such asresearch, product design and development, promotion and customer services(Kotler and et.al.,2015). The Sainsbury's recognized as a second largest chain of the supermarket of the unitedkingdom and it is established in the 1969 by the John James sainsbury in London, UK. Thisreport present the promotional mix tactics which plays an important role in the promotionactivities of the sainsbusry's supermarket. In this study we also defines various marketingtheories such as AIDA model and above \ below the line theory and also evaluates effectivenessof this theories in the sainsbury's supermarket.TASK 1Sainsbury is one of the largest supermarket chain in united kingdom. It was founded 150years ago that is in the year 1969, by John James Sainsbury in London. It has around 16.9% ofthe supermarket market share in united kingdom. The company grew and expanded very rapidlyand it is quite evident from the fact that it became the largest retailer of groceries in the year1922. The company has its head office in Holborn, London. The holding company of Sainsburyis J Sainsbury plc and it has 3 divisions and those are Sainsbury's supermarket ltd, Sainsbury'sArgos and Sainsbury bank. Initially when the Sainsbury was incorporated it used to deal in freshfoods but later on the company expanded and started dealing in packed groceries such as tea,sugar,etc. When the company became the largest retailer of groceries in the year 1922; then itwas established as a private company. The company also experienced decline after 1992, whenthe long time CEO of the company John Davan Sainsbury retired, the new CEO brought changein management style which in turn affected the working of the business and lead to downfall ofthe company(Das and Lall, 2016). The company has around 1425 shops by the end of may, 2017and has given employment to large number of employees that is as many as 186900 by the end of2018.Research into the promotional tactics of SainsburyMarketing 1
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Marketing is one of the major component of business management and may be defined asall those activities that are carried out by a company in order to foster buying and selling of aproduct or service. It focuses on creation of relationship with the customers and making efforts toprovide full satisfaction to them by providing quality goods and services.Sainsbury focuses on carrying out effective marketing so as to enhance its sales andrevenue. The company makes huge investment to carry out effective marketing. One of the mostefficient marketing strategy used by Sainsbury was “ ultra personalised” based on the location ofthe customers, which played a huge role in increasing the sales of the company as well as visit ofthe customers. This strategy was adopted by the company with the help of Aimia under which acampaign was run by a company in which personalised messages and offers were sent to thecustomers through the mobile app named bespoke. This strategy has helped a lot to the retailer topromote the brand as well as drive the sales(de Sabando and et.al., 2018). Apart from this, in order to carry out marketing the company formulated a teamcomprised of talented individuals possessing various kinds of skills. The team is comprised ofbrand builders, data analysts, designers, planners, digital experts and specialists. This teamdesigned and implemented efficient marketing campaigns which played a vital role in boostingup the sales as well as understanding the needs and experience of the customers. In order to carryout effective marketing the team used updated tool, technology and techniques to promote itsbrand as well as they focussed on developing team spirit so that when the creative brains willwork together the company would be able to achieve its objectives effectively and efficiently. Characteristics of marketingMarketing is a very important part for every company is order to take the company tonew heights. Various characteristics of marketing are as follows:Customer focussed – marketing is customer oriented function of every business and themain motive behind carrying out marketing by every business is to find out about the needs andwants of the customers and then producing goods and services as desired by them. Sainsburycarried out effective marketing campaigns which focussed entirely on customers such asdetermining their needs, their preferences, their location, etc; and then take action on this basiswhich in turn helped the company to survive and grow in long run.Continuous and regular activity – marketing is a function of every business and is carriedout on regular basis in order to fulfil the needs of the present customers as well as future2
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