Evaluating Digital Communication and Marketing Mix: Sainsbury's Case

This report provides an overview of digital marketing strategies, focusing on the application of these strategies by Sainsbury's and Loreal. It explores Sainsbury's marketing strategy, including their target customers, goals, messaging, and media methods, highlighting a campaign focused on promoting diversity. Similarly, it examines Loreal's digital marketing efforts, emphasizing their aim to foster diversity and inclusion. The report further discusses the marketing mix, detailing the elements of product, price, place, and promotion, and elaborates on the promotional mix, including advertising, direct selling, sales promotion, and public relations. The effectiveness of the media campaigns by Sainsbury's and Loreal is assessed using social media measures such as awareness, followers, likes, shares, responses, engagement, turnover, reach, and advocacy. The report concludes by emphasizing the importance of digital marketing for maintaining communication with target audiences and the application of promotional and marketing mix elements to achieve effective communication.

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Table of Contents
Introduction.................................................................................................................................................3
Digital communication strategy...............................................................................................................3
Sainsbury marketing strategy..................................................................................................................3
Marketing mix.........................................................................................................................................5
Promotional mix:.....................................................................................................................................5
Effectiveness and rank the examples in order of effectiveness, utilising the social media measures.....6
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

Introduction
Digital marketing is a marketing strategy wherein online tools & techniques are used for
promoting a product or service. It is related with the use of internet and other softwars for the
purpose of promotion. In current time, increasing use of technology is creating positive
environment for the growth of digital marketing. In digital marketing, several tools such as
content marketing, email, search engine optimization and more are used. It is easy to grab the
attention of substantial number of people by using digital marketing practices. Following digital
marketing practice makes a company enable to target domestic as well as international people in
short period of time (Chaffey and Ellis-Chadwick, 2019). The presentation includes different
techniques of digital marketing with the example of successful digital campaigns. Further, it will
cover use of marketing mix and its components for the purpose of communication. At end, the
study will include different social media measures such as pay per click, conversion, traffic and
more in order to evaluate success of social media campaigns.
Digital communication strategy
In current time, digital marketing has become a crucial way to maintain communication
with the target segment. It is related to use of different mediums such as emails, websites, blogs
and more in order to stay connected with audience. Additionally, different social media
platforms such as Face book, instargram, You Tube and more are also used with an aim to
connect with the people effectively (Sinha, Healey and Sengupta, 2020).
Sainsbury marketing strategy
Sainsbury is one of the prestigious supermarket chains in UK. It is the second largest
retailer of the country. The company basically deals in groceries and other general items. In
Sainsbury, they understand the significance of digital marketing for the purpose of
communication. For this purpose, they use different social media platform such as Face book,
instragram and more in order to promote the products or services. In addition to this, they also
offer wide options to customers on website. Customers can choose and buy the products from the
website of the company. In order to make effective use of social media, Sainsbury run a
campaign in which they featured women of all age groups and community in order to promote
diversity.

 Target customers: It is the segment of customers that is being targeted by the company
(Pandey, Nayal and Rathore, 2020). In Sainsbury, they are targeting women of different
age groups with their social media campaign. They are targeting the women who like to
dress properly and enjoy the beauty.
 The goals: In present scenario, main aim of the campaign is to aware the society
regarding diversity. They wish to spread the thought that each and every women has its
own unique identity and beauty irrespective of their age, caste, complextion and more.
 Message: The campaign aims to circulate the message that message each and every
woman can dressed confidently in order to feel good. In this regard a tagline, “dress well
and feel good” choosed by the company
 Media methods: Media methods are sued so that products or services can be promoted
efficiently. For this purpose, Sainsbury used different social media platform such as
Facebook, instra gram and more (Saura, Palos-Sanchez and Correia, 2019).
 Monitoring and controlled effectiveness: Here, the company analyzed its social media
campaign so that they can identify the loop holes and make improvements in campaign
accordingly.
Loreal: It is a renowned company that deals in personal care products. It is a cosmetic
company that is operating at global level. The major products of loreal are hair colour, skin care
products and more. The company used digital marketing tools in order to promote the products
widely. For this purpose, they also make efficient use of social media platforms such as Face
book, Twitter, Instra gram and more. These platforms help the company to connect with the
target segment efficiently.
• Target customers: In the campaign, they are targeting women who have desire to look
good in order to stay confident.
• Goals: Here, the campaign of loreal aims to facilitate diversity and inclusion among the
people of different culture and religion.
• Message: In the present scenario, L’Oreal provides message to women belong from
different race and culture that they all are equal and deserve to feel good by having good
looks and beauty.

• Media methods: For promoting the present campaign, several digital platforms like
Instragram, Face book, You tube and more are used by Loreal in significant manner.
• Monitoring and evaluation: The campaign is monitored by the organization constantly
as it provides scope to identify the requirements of improvements for future betterment
and growth.
Marketing mix
Marketing mix refers the collection of different elements like product, price, place and
promotion.
Product: It is one of the crucial element of marketing mix wherein organizations offer
suitable goods or services to the customers in order to fulfil their demand (Arkhipova and
Gurieva, 2018).
Price: This element reflect the price that is charged by a company from its customers for a
particular product or service. Here, it is important to determine such a price which is profitable
for the company and can be easily afford by the customers.
Place: It is related to the place from where the company offers products or services to the
customers. It includes distribution and supply chain system that is used by the company in order
to meet with the needs of the customers in timely manner.
Promotional mix:
A promotional mix is the combination of different advertisement tools that are adopted in
order to gain the attention of customers. It helps in gaining the attention of large population. In
promotional mix, different components of marketing and advertisement are included which
further help the company in promotion (Domazet and Neogradi, 2019).
Advertisement: In Advertisement, products or services are promoted without the personal
interaction between seller and buyers. The ad can be done through TV, newspaper, hordings and
more. With this, it is possible to target huge audience. In addition to this, advertisement makes it
possible to circulate the message to large audience in short period of time (Saura and et. al.,
2021).

Direct selling: Under this, products are directly sold to customers. Here, products are offered
in a non-retail setting such as home, work, online and more. Here no middle men is there
between the seller and buyer thus buyers can get the produce at affordable price. With increasing
use of digital marketing practices, direct selling is gaining popularity in current business world
(Spiller and Tuten, 2019).
Sales promotion: It is a promotional strategy wherein short-term campaigns are used by the
business entities in order to create the interest of people in product or service. Basically, it is
about give something for free in order to gather personal information which further can use in
marketing. For instance, discounts, buy one get one free are some examples of sales promotion
(Dahiya and Gayatri, 2018).
Public relation: It is a communication process that is based on mutually beneficial
relationship between organization and general public. It is about sending right message to right
people at right place. For this context several PR agencies work together to help clients with their
marketing strategies (Saputra and et. al., 2020).
Effectiveness and rank the examples in order of effectiveness, utilising the social media
measures
Media campaigns of Sainsbury Media campaigns of Loreal
1. Awareness- 9/10
2. Followers- 8/10
3. Likes/ interests- 7/10
4. Shares 8/10
5. Responses and Feedback- 6/10
6. Track Engagement 5/10
7. Turnover 8/10
8. Reach 7/10
9. Advocacy* 7/10
10. Effectiveness of chosen media- 6/10
1. Awareness- 8/10
2. Followers- 6/10
3. Likes/ interests- 8/10
4. Shares – 6/10
5. Responses and Feedback- 6/10
6. Track Engagement- 7/10
7. Turnover- 8/10
8. Reach- 9/10
9. Advocacy- 7/10
10. effectiveness of chosen media- 6/10

Conclusion
It is assessed through above-mentioned information that Digital marketing is a marketing
strategy wherein online tools & techniques are used for promoting a product or service. There is
discussion regarding different marketing campaigns of Sainsbury and Loreal. Further, it is
concluded that promotional and marketing mix are applied by the company so that they can
maintain proper communication with audience.

References
Books and journals
Arkhipova, N.I. and Gurieva, M.T., 2018. Modern trends in the development of digital
marketing. RSUH/RGGU Bulletin. Series Economics. Management. Law.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication and
consumer buying decision process: an empirical study in the Indian passenger car
market. Journal of Global Marketing, 31(2), pp.73-95.
Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital Marketing
in the Banking Industry. In Managing Diversity, Innovation, and Infrastructure in
Digital Business (pp. 20-40). IGI Global.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Saputra and et. al., 2020. Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. Yayasan
Kita Menulis.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution, pp.86-103.
Saura and et. al., 2021. Digital marketing in SMEs via data-driven strategies: Reviewing the
current state of research. Journal of Small Business Management, pp.1-36.
Sinha, M., Healey, J. and Sengupta, T., 2020, July. Designing with AI for Digital Marketing.
In Adjunct Publication of the 28th ACM Conference on User Modeling, Adaptation and
Personalization (pp. 65-70).
Spiller, L. and Tuten, T., 2019. Assessing the pedagogical value of branded digital marketing
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