This presentation discusses a marketing campaign for Sainsbury's vegan produce, including the brand's history, market segmentation, and 4P's. The campaign aims to promote the newly launched vegan products and target health-conscious consumers. The presentation also includes a reflective report on the author's experience studying business management.
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C H O O S EAB R A N D / P R O D U C TO RS E R V I C E S E L E C T E DF O RC A M P A I G N Introduce the brand/product or service the brand history Sainsbury's is a leading supermarket chain of united kingdom which was founded in 1869 by John James Sainsbury. The brand is highly reputed and owns a constructive portfolio of products andservices.Itpresentlyowns1428shopsacrossunited kingdom indicating high market presence. The company has recently launched a variety of vegan food items to expand and diversify the range of product portfolio and to induce its market share through product development. Explaintheirbrand/productorservicemarket segmentation? The brand mainly segments its consumers for its vegan produce on the basis of demographic and psychographic variables.Thesegmentationisdoneconsideringthe income-level, age, gender as well as preferences and interests of consumers.
4 P ’ S( B R A N DV I S I O N ) PriceProductPlacePromotion Thepricingstrategyofthe vegan produce of the brand is basedonthecriteriaof charging for value that they providetocustomersin aspects of quality as well as quantity.Thebrandadopts premium pricing and position itself in the high end market. It sells its basic commodities atrelativelylowerprices whilechargingitsvegan produceaccordingtothe utility and worth delivered to customers. The brand offers a wide range of products catering to needs andrequirementsof consumers and maintaining its influence over the market. The vegan products of the brand are of diversified range having a varieties in different sections of food items. The brand is knownforprovidinghigh quality and fresh products in the market. The brand sells it produce inmorethan500 supermarketsand700 storesanditoffershigh availabilityand accessibility to consumers. The vegan products of the company are also available at their supermarkets and convenience stores. The brand make effective use ofvariousmarketing strategies through advertising itsproducts.The organizationusemediato advertiseitsproduceand increase brand awareness and alsomakeuseofsales promotion,database marketingaswellas campaignstoinduce consumers to purchase from the brand.
C A M P A I G NC O N C E P TB U I L D What is the aim of the campaign? The aim of this campaign is to promote the newly launched products of the brand and to enhanceawarenessregardingthevegan commodities of the enterprise. Sainsbury's has been successfully fulfilling the demands and expectations of its customers through delivering them high quality produce Whoistheaudienceyouaimto target? The target audience for the purpose of this campaign is all those individuals who are health conscious and have dietarypreferencesindulgingin leading a more sustainable and plant based lifestyle. What is the message you want to tell? The brand is aimed at establishing corevaluesofpromotinggreen and sustainable products through thismarketingcampaignto promote vegan commodities of the company.
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T A R G E TA U D I E N C EF O RC A M P A I G N •Who is the target audience? The target audience for this campaign is health conscious consumers of middle and high income levels who are indulged in leading sustainable lifestyle. Create a profile to demonstrate this NameOlivia Age26 genderFemale OccupationYoga instructor PreferencesVegan items, plant based diets, non-diary alternatives, meat and energy substitutes Hobbiesand interests Fitnessenthusiast,environmentalist, reading, cooking, diet specialist
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C R E A T EAM A R K E T I N GC A M P A I G N
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B R A N DC O N N E C T I O N •Explain how your campaign connect with the target audience? The campaign will connect with brand audience through engaging them on social media platforms through actively sharing and promoting content. The loyal customers of the brand will be sponsored for promoting the vegan produce through sharing their experiences and through encouraging customers towards the brand commodities.
R E F L E C T I V ER E P O R T3 0 % What is your BA pathway and why did you choose this ? IchoosebusinessmanagementbecauseI wantedtodevelopunderstandingonthe processes and concepts of entrepreneurship. I aimed at enhancing my learning as on how operations are carried within an enterprise and how they make profits. I chose this pathway as I wantedtoapplythetheoreticalconceptsof business management in practice. Whatwasyourexperiencestudyingonthe foundation year? My experience was filled with thrill and confidence as I enrolled and started my foundation year. Gradually, I startedbecomingfamiliarandacquaintedwiththe course and syllabus of business management. Then It started occurring quite challenging as the syllabus and content of study started expanding and thus I was required to focus upon enhancing my personal and learning skills.
R E F L E C T I V ER E P O R T3 0 % What went well on the foundation year? Myfoundationyearenhancedmylearningand introducedtovariouskeyareasofmycareer development. It was very accomplishing and fulfilling to study various business management theories and conceptual models. I have developed and enhanced a range of personal and professional skills during my foundationyearsuchasresearchskills,time management skills, writing and organization skills etc. Ibecomefamiliarwiththevariouspracticesof business management and through completing various assignments, it helped me in acknowledging my skills andidentifyingskillgap.Furthermore,mylibrary experience was really great and enhanced my learning and knowledge during foundation year. What did you find challenging in the foundation year? The foundation year was also very challenging in various aspects as I have to manage my studies along with completion of various assignments as well as performingco-curriculumactivities.Duringmy foundation year, everything was new to me and the syllabus of businesses management was extremely huge questioning my abilities and learning on various stages. During my foundation year, I was required to focus upon various personal and professional skills in order to complete my assignments in constructive mannerandattaingoodgrades.Ialsofaced challenges in communicating and delivering speeches which was a requirement of class activities.
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R E F L E C T I V ER E P O R T3 0 % What areas do you need to improve on having studied in the foundation year? During my foundation year, I evaluated my areas where I lack and need to make improvement as I analysed my skill gap. I need to improve my communication skills in order to prepare myself for further growth in career development. Communication skills are important in order to enhance andgroommypersonalityandpresentationskills. Moreover, I need to enhance my time management skills so thatIcanworkcalmlyunderpressureandchaotic situations. Also, I need to improve my technical skills as well.
Reference •Lo, Y.C. and Fang, C.Y., 2018. Facebook marketing campaign benchmarking for a franchised hotel. International Journal of Contemporary Hospitality Management. •Gao, Y. and et.al., 2020. Visual design, message content, and benefit type: the case of a cause-related marketing campaign. Journal of Hospitality & Tourism Research, 44(5), pp.761-779. •Coelho, T. and et.al., 2020. Leading the way to a sustainable future: the positive impact of a generation marketing campaign. In Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior (pp. 1-21). IGI Global. •DĂaz, E.M., Lado, N. and MartĂn, D.F., 2021. An Original Social Marketing Campaign to “Try Vegan”: Effectiveness and Impact on Quality of Life. In Applied Social Marketing and Quality of Life (pp. 205-219). Springer, Cham. •Valenzuela-Gálvez, E.S., Garrido-Morgado, A. and González-Benito, Ă“., Boost your email marketing campaign! Emojis as visual stimuli to influence customer engagement.