NSAB906B23JO: Integrated Marketing Communications Report

This report provides a comprehensive analysis of Integrated Marketing Communications (IMC), focusing on its application to Sainsbury's. The report begins with an introduction to IMC and its importance, followed by an examination of various marketing channels, including direct selling, direct marketing, and selling through intermediaries. It then defines communication objectives and explores different promotional tools like public relations, personal selling, sales promotions, advertising, and direct mail, and how they are used to achieve marketing goals. The report also discusses the AIDA model and its role in influencing consumer behavior. Furthermore, it covers the creation and evaluation of a marketing communications plan for Sainsbury's, considering the communication strategy, channel choice, and creative content. Overall, the report offers a detailed overview of IMC principles and their practical application in a real-world business context.

Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P 1 Types of Marketing Channels In Link To Communication Objectives................................3
LO 2.................................................................................................................................................6
P 2 Communication Objectives...................................................................................................6
P 3 Justification for the selection of communication channels- .................................................8
LO 3...............................................................................................................................................10
P4 Create a marketing communications plan that effectively meets communication objectives
for a given organizational situation...........................................................................................10
LO 4...............................................................................................................................................15
P5 Critically evaluate a marketing communications plan in relation to the communication
strategy, channel choice, creative content.................................................................................15
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
Books and Journal.....................................................................................................................17

INTRODUCTION
Integrated marketing communication can be define as making use of all the promotional tools
while communicating to consumers and employees. Sainsbury is a financial sound, well
established and nationally recognized organization. The company has the abilities to work
profitability in good and bad times. Sainsbury's is the second largest chain of supermarkets in the
United Kingdom with a 15.3% share of the supermarket sector. Founded in 1869, by John James
Sainsbury with a shop in Drury Lane, London, the company became the largest retailer of
groceries in 1922, was an early adopter of self-service retailing in the United Kingdom and had
its heyday during the 1980s. In 1995, Tesco overtook Sainsbury's to become the market leader,
and Asda became the second largest in 2003, demoting Sainsbury's to third place for most of the
subsequent period until January 2014. The linkage of messages and communication has to
be ensured and careful is known as integrated marketing communications (IMC). The tools used
in integrated marketing communications are public relations, personal selling, direct market,
advertising and sales promotions. All the tools of communication work together gets out a better
outcome then the isolation working. IMC is a planning process which focuses on takes
disciplines, media, timing, creative executions and stakeholders a message of communication. To
consistently promote a brands name IMC coordinates with the marketing communications. To
make a brand seem more sound and trustworthy there has to be a communication brand's
coordination. The promotions, marketing and advertising is looked after the IMC since that's the
bigger picture to look at when it comes to miscommunication in a business. Report will highlight
types of marketing channels in link to communication objectives. It will also define
communication objectives. It will also lay emphasis on various type of promotional tools used by
company.
LO 1
P 1 Types of Marketing Channels In Link To Communication Objectives
With the help of Marketing Channels a company helps to move products from producers
to final consumers and bridge the gap between the producer and the consumer whether it is in the
same locality or in different countries
Types Of Marketing Channels-
Direct Selling- Selling of products directly to consumers from a fixed operating location,
Peddling is one of the oldest forms of Direct Selling. It is done through internet sales,

telemarketing or personal contacts of a salesman. In 2007 retail sales incurred US $114 Billion
by the help of 62 million sales agents. It was published by World Federation of Direct Selling
Associations by their 59 members. It is a different form of Direct Marketing, this process require
sales agents to reach and deal with clients whereas (Bruhn and Schnebelen, 2017) Direct
Marketing seeks relationship with customers without the help of sales agents or fixed location.
Sometimes companies use multi level marketing that is they pay their sales agents money based
on sales after giving them regular salaries whereas some companies use single level marketing
that is they pay their sales agents money only on the basis of sales they make they pay no salary
to them.
Direct Marketing Channel- In this channel of distribution there are no middlemen
involved, it is also known as zero level channel. This type of channel is used by people who are
serving in service industry. Services like travel, catering and salons all these services uses direct
marketing.(Finne and Grönroos, 2017)
Manufacturer who deals in small and general goods prefers this channel as this is more
profitable since it is not easy to give margin to intermediaries. Products like machinery requires
direct selling. For example- the food is delivered to the employees.
Selling through Intermediaries- This channels involves middlemen like wholesaler,
retailer, distributor to make a product available to an end user this channel is known as indirect
channel. It has levels like one level channel, two level channels, three level channels and the
chain of three level channel goes like this (producer-agent-wholesaler-retailer-consumer) this
channel is used when there are many middlemen involved, area is scattered and demand and
supply is large.
One – Level Channel- This channel consists only one middleman that is retailer
purchases goods from the manufacturer and sells them to the end user. Marts and malls use this
channel to buy and sell goods at a lower and reasonable price. Manufacturers who deals in goods
like furniture, footwear or clothing prefers one level marketing over other channels. For
example- Easy day and Reliance Mart is these types of retailers which buys in large quantities
from manufacturers and then sell it to consumers.
Two Level Channel- This channel involve intermediaries like wholesaler and retailers. In
this channel wholesaler buys from manufacturers in bulk and then sell it to retailers in required
quantities then the retailers pass it on to consumers. Manufacturers who want to obtain market

share and eliminates the expenses of sales agents, warehousing or retail prefers this channel. This
channel helps in increasing mass production and increase the volume of sales. For example-
Farmers sells rice to wholesaler then they sell to retailers in quantities demanded by them and
then they sell it to consumers.
Three Level Channel- This channel of distribution is commonly used for confectionery
goods and is suitable for those manufacturers who want to reach consumers over a scattered
geographical area. This channel is also suitable for those manufacturers who deals in perishable
goods as they can't reach to other customers quickly using any other channel. For example- Tata
has sold its tea agencies in different areas now then wholesaler buys it from these agencies and
sell it to retailers.
Intermediaries-
Manufacturer- He is the person who produces goods and services on a small or large
scale for selling products in the market. (Luxton, Reid and Mavondo, 2015)
Customer- They are the individuals who buy products and services \.
Wholesaler- They buy goods and services from producers in large quantities or bulk and
then sell to retailers in small quantities to earn profit. (Turner and Barker, 2015)
Retailer- They sell the products directly to consumers in small quantities at maximum
retail price.
Agent- They are the ones who buys goods from producers and then distributes them to
wholesaler and earn commission as profit.
Dual Distribution- When the manufacturer and wholesalers delivers products to end user
using more than one channel simultaneously. Sometimes they sell the products to end users and
sometimes they sell it to other companies for resale. For example- franchising.
Reverse Channels-If you observe there is one thing in common between all channels and
that is they deliver products from producers to end users but when products are defective, used or
there is something wrong with them then they return it back or it is used for resale or recycling of
a product. Technology has made this flow possible. So producers get it back from consumers
Hence, the name reverse channel.(Wilson and et.al., 2016)

LO 2
P 2 Communication Objectives
Objectives are a set of targets that need to be achieved by proper planning and executing
the correct actions so it is important for Sainsbury to clarify them and achieve them. Marketing
communication activities are an important part in achieving the goals of an organization. They
have to be coordinated with all the other activities of the company like production, sales and
purchasing. Objectives were
 To strengthen the relation with Sainsbury brand.
 To increase the consideration of Sainsbury when planning a new product.
 The market which is targeted must be reached fully as soon as possible.
 To make customers and consumers aware of their new product and their brand name.
 To educate consumers and explain the working and advantages of their new product.
 To enhance relationship with consumers in upcoming 6 months
 To establish goodwill of the company in upcoming 2 years
 To achieve these communication objectives company can make use of following
strategies.
 To promote their services in order to earn significant amount of profit in coming years
Make the buzz and spread the buzz so high so that it creates curiosity among the
prospective buyers.
Communications should be so effective that it should motivate the customers to find out
more about the product via their website, brochures or visit their dealers.(Wang and Sirakaya-
Turk, 2017)
Ultimately an effective communication must be successful in generating purchases,
percentage of dealer visits must be converted into sales. To help increase the communication and
guide them the company uses AIDA chain. It stands for attention, awareness, interest, desire and
action. It is used for advertising and marketing. This model explains to understand how
communications of marketing and advertisements makes consumers trust a brand. By using this

model they make sure they accomplish no. of goals in order to influence consumers towards
purchase and consumption. It focuses on the steps of consumers before their buying decision.
Sainsbury offers services that other companies offers too. In order to improve their
growth and communication they are emphasizing on their unique selling points so that barriers to
sell gets weakened at the time. They are focusing on updating their promotional schemes time to
spread the awareness and educate them. They are focusing on targeting different mindsets in and
out of the target market this helps to change the style of promotional activities. These activities
must appear in media with broadcasting of unique selling point. There are several
communication methods like
Public Relations- They help in spreading the information between an individual or an
organization or person gaining exposure and they help to reach high credibility for the company
at low cost. Being mentioned, talked about in campaigns and media will draw many buyers.
Personal Selling- will be carried out by sales agents to influence other prospective buyers
who deals and put their money in Supermarket markets Sainsbury will be a viable investment for
them. It will come to company as an important measure at the time of targeting the corporate
market as customers who invests in shares invests in bulk. Sales agents are trained to influence
the consumers to convince them that this investment is suitable for them.
Sales Promotion- It influences a consumer at the time of purchase. Some companies use
third party sales promotional activities but Sainsbury does not use third party they promote their
services on their own.
Advertising- it is a paid form of non personal communication it is one of the major
communication medium among all. It is a controllable medium but expensive among all the
types of communication Sainsbury uses it to increase awareness, interest, desire and inform
about their services and encourage them to be a part of Sainsbury.(Kerin and Hartley, 2015)
Direct Mail- It is in the form of newsletters and it is useful for Sainsbury to increase
awareness and inform about the opportunities of Supermarket market deals. Sainsbury already
has a database in which they have information of their existing customers and can also buy
further data. This medium is also important while the target market is covering corporate market
and they must be provided with detail information about the Sainsbury's services. Company

should also keep in mind that some people mark them as spam they must not send mails too
frequently so that they don't feel annoyed, loose interest and lower their image of Sainsbury.
It is recommended that pre testing is important to know if the message they delivered is
eligible, suited and appropriate for the target market. It helps to reduce risk of failure. Budget
needs to be fixed for pre testing. Audience which are targeted must have style, concept and
creative mind. Emails must be designed with direct link which goes through their website and
their they can buy Supermarkets easily sitting at home with all the detailed information provided
on portal. For positive impact of public relations press conference needs to be conducted. These
can be used when new services are being launched. It must educate consumers and how it is
beneficial for them. It will be effective only when PR campaign is seriously observed by the
target audience. Sainsbury conducted their campaigns in suitable exhibitions to create buzz and
aware the market.(Todorova, 2015)
P 3 Justification for the selection of communication channels-
Selection of channels can have positive and negative on the reputation of the company
and can affect its profitability and their overall scale of operations for a selected line of services.
Sainsbury is using Direct communication channel which means they don't involve any
middlemen as they don't want to reach in geographical areas which are scattered as their services
are targeted only for business and corporate sector so this level of channel is the best suitable for
them. By using these channels and implementing these points company will improve its
communication channel.
Build strong brand recognition-
Sainsbury must start promoting heavily on internet as reach of internet has no ends.
Sainsbury must increase its brand equity through promoting, advertising. The company must
gain a advantage of first mover and it will establish a dominant image in the market through
extensive word of mouth that will generate traffic for Sainsbury.
Invest in best of breed technology- To create an e-commerce platform that matches
according to the standards to satisfy the sponsors. It will solve the problems related to
transactions, merchandising and business processes.

Build an elite team of executives and industry professionals- Sainsbury is building an
elite management team with experience of developing successful processes in businesses like
online industries, sports and entertainment.
High switching costs- targeted audience can customize their experience and their
planning is once consumers started feeling comfortable with Sainsbury it is assured they will be
part of Sainsbury for a long time.
Provide a high level of personalized service- Sainsbury is currently working on
developing and focusing on investing heavily in services and new technologies that allows more
people to attract and offer a high level of personalized service. Customized things includes chat
and email, site views. With time it will be upgraded with more features and capability with
attributes like access to see past and current activities and receive a notification of items
according to consumer's interest.
Management, speed , flexibility- Sainsbury is working on building the management team
having the best quality experience in fields like sports and technology which will hep in building
a critical advantage for the company.
Consumer Preferences-
The taste and preference or habits and behaviour of consumers determine what channel of
strategy must be selected. If consumers are preferring unique things in given channel then
organization should make it happen. For example- Digital platform for TV serials also known as
web series they are always in buzz and that creates a huge demand for them as they bring new
stories and concept to the platform. Netflix, Amazon Prime and Hotstar are the leading web
digital platforms. Sainsbury must invest in research and development so that they know how to
reach and make it successful in achieving goals.
Cost-
Channels are selected on the basis of cost some will be costly more than other channels.
It has been observed that goods of low prices function best at low cost retail stores. Direct selling
eliminates the intermediaries between producers and the consumers. Wholesalers buy products in
large quantities on a condition that manufacturer should charge them a fair price with decent
discount. According to the revenue generated and the demand observed Sainsbury will select the
appropriate and suitable channel for them.
Brand-

Sainsbury select its channel of communication appropriately as it is a big established
company in UK they set their dealers and brokers who have a reputation in the market. They
believe that if they tie up with new brokers that it will affect the reputation of the company and
lower their brand. For example- A coffee machine manufacturer who deals in high end products
will not want his products Supermarket at a small level of retailer or discounted retailer as it will
affect the reputation of the brand badly in the minds of consumers. A product of high end selling
on low cost channel of distribution will affect the sales and will reduce in generating profit of the
company. Sainsbury doesn't believe in quality below the level.
Localization-
If and when entering into new markets communication channel must be selected
according to the location which is easily accessible when needed. Like Sainsbury has established
their channel near the corporate and business sector who invests regularly in the Supermarket
market so that it generates a revenue with good digits and in huge amount. Selection of
appropriate channel can improve the chances of achieving the organizational goals. For example-
laundry washing powder will be easily sold in European and US markets because it is targeted
according to the audience of prospective buyers.
LO 3
P4 Create a marketing communications plan that effectively meets communication objectives for
a given organizational situation.
Executive Summary- Recently it has been observed that there is a communication gap
between the customers\ and the company. Sainsbury who sells high quality products and service
which are accepted widely are making this mistake can make them lose a lot of consumers. The
organization is now coming up with a marketing communication strategy so that they can make
the consumers aware of the changes and methods which the company is making so that they do
not lose them and also continue the trust relationship they share between them.
Mission- The main mission of the organization is to achieve excellence in all the fields
they cover which are innovation, applying leadership and risk taking. The result of these should
be added to there long term stability, earn respect in the market and from the people and it should
be a pride for the company. The organization has gained international respect and reputation in
there field they would not like to lose that but keep adding more and more so that they can gain
profit.

Vision- To see itself at the top of the Supermarket market. To have trustful and respectful
position in the market and with the consumers. In the future, if they have a downfall in the
market they should be able to maintain there stability which they have like always.
Objectives-
 To increase sales of new product Sainsbury by 10% till the end of year 2020.
 To increase the market share by 30% till the end of year 2022.
 To enhance consumer experience by 10% in upcoming 6 months.
SWOT-
Strength-
 The company is well established from years so that gives the company an upper hand
over the other companies. Experience in the market also matters in a business growth.
 The company has had its down fall but is still having a strong portfolio.
 Sainsbury has stability in the market and respectful too.
 The company has trustworthy and respectful in the market.
Weakness-
 There is a miscommunication between its consumer and organization.
 Sainsbury invests in innovations and risk tasks which could even lead to a major draw
back for the company.
 There are older companies than Sainsbury and there is a limited old Supermarket buyers
in there company.
 Beating growth is very slim though the company is stable and large but potential is low.
 The research and development team has to really work upon themselves to take or
undergo any risk tasks for the organization.
Opportunities-
 The investors of Sainsbury company get a profit from the financial growth.
 It is becoming internationally known and making more profit and more cnsumers
 In recent years there has been a loose in regulations to make it easier to operate the
business operations.

 The consumer tastes are changing and Sainsbury gives the best quality and products
accordingly. Innovation and creativity are two objectives of the company which they
provide to the customers.
Threats-
 The technology used by Sainsbury can be a great threat for the company.
 There is always a threat of new entrance in the market. The company has to provide new
products and services to make the profit.
 There are particular interrelationships between the external and internal elements that the
SWOT Matrix does not pay attention to.
 The substitute of products are also a great threat for the money which is being invested in
innovation and good quality products if the substitute products match them. The return in
substitute product will not be good and the company may have to face a down fall.
The 7 P's
Product- The products used by Sainsbury are innovative and creative and they serve the best of
quality and widely accepted products. Sainsbury deals in various products and services. Product
range may include household, grocery and many more. It is one of the largest food retail store.
(Ots and Nyilasy, 2015)
Price- Pricing strategy which is being used by Sainsbury the super market store is
differential. In this they charge different prices to different consumers according to their
economic lifestyle. With big companies investing in this Supermarket will get in more investors
and will help the organization to grow.
People- The employees of Sainsbury company are other big companies like Coca-Cola,
Intel, etc but as the saying goes “the bigger they are, the harder they fall”. If this company faces
any fall in future then they will fall bad which will not be good on the portfolio of the company
and the investors. The more the investors in the company the more chances of committing a
mistake.(Manser Payne, Peltier and Barger, 2017)
Process- The process of Sainsbury is keeping the customers happy because it has a stable
market and strategy. The returns in this Supermarket is high and the employees are satisfied by
investing in this organization. (Fill and Turnbull, 2016)