Marketing Report: Sainsbury's Communication and Branding Strategies

This report analyzes Sainsbury's communication and branding strategies, focusing on market segmentation, the 4 Ps of branding (Price, Product, Place, Promotion), and campaign concepts. The report outlines Sainsbury's approach to providing organic products, targeting health-conscious consumers. It details the campaign's aim to increase sales by capitalizing on the growing demand for healthy products. The target audience is identified as middle-aged individuals with high incomes who prioritize a healthy lifestyle. The report also includes a reflective section, discussing the author's experience in business management, highlighting the skills gained during the foundation year, and areas for improvement. References to relevant books and journals are also included.

Communication &
Branding

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Explain their brand/product or service market segmentation.....................................................3
4 Ps of Branding..........................................................................................................................3
Campaign concept build..............................................................................................................3
Target audience for the campaign...............................................................................................4
Brand Connection........................................................................................................................4
Reflective report .........................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Communication and branding is the combination of multiple activities which helps the
organisation to communicate with the target audience. It includes advertising the products with
the helps of social media and other viable factors. Sainsbury's is the leading supermarket which
tends to provide the quality products to the consumers. It was founded in 1869 by John James
Sainsbury. The organisation has the constructive portfolio to provide quality products to the
consumers. In this report there is evaluation about the target audience and the products which the
firm is offering in market to the consumers.
MAIN BODY
Explain their brand/product or service market segmentation
The brand generally offers the organic products to the consumers. The market
segmentation is done basically through as well the age, gender and their consumption of multiple
products.
4 Ps of Branding
 Price – The pricing strategy of Sainsbury's while providing the organic products is to
enhance the lifestyle of the consumers with better nutritious products. The brand adopts
the strategy of providing the better organic products at an affordable price. The main
vision is to enrich the experience of customers by providing quality products.
 Product - Sainsbury's is offering the organic products idea due to the changing lifestyle
trends of consumers. The organic products could be available in different price options
and there are diversified products which the customer can choose as per their needs.
 Place – The brand can sell the products in different stores which is established in
multiple regions. There are 700 stores present to provide the accessibility of organic
products to the consumers.
 Promotion – Sainsbury's use different promotion strategies to attract the customers. They
use social media and multiple advertising campaigns to improve the overall sales.
Campaign concept build
Aim of the Campaign

The impact of employee engagement, organisational support and employer branding on internal
communication satisfaction.The main aim of this particular campaign is to enhance the overall
sales in the market to gain competitive advantage. Due to the changing market scenario the needs
of the healthy and nutritious products is rising. This is the opportunity on which Sainsbury's can
capitalise and provide the organic products to the consumers.
Audience which is targeted
The main target audience for this particular campaign is the individuals which have the
purpose to follow a healthy lifestyle. There are various commodities which are expecting the
quality organic products.
Message to the audience
There are different core values which include providing the healthy and quality products
to the consumer. Organic products is provided without any preservatives.
Target audience for the campaign
The target audience for the campaign is the consumers which tends to follow a heathy
lifestyle. The middle age people which have high income levels.
Name Angelina
Age 25
Gender Female
Occupation Fitness Instructor
Preferences Organic products meat, Crackers, Protein drinks and nutritious
meals
Hobbies and multiple
interests
Fitness instructor, Lightweight champion, personal dietitian
Brand Connection
Explaining how to connect with the target audience
This particular campaign will help to connect with various individuals. There are
different social media platforms which can be used in order to engage the audience in an
effective manner. The customers which will like the organic products will spread positive

awareness among various other individuals. There are different individuals which can be
engaged with the help of advertisement.
Reflective report
Choosing the Pathway
I have choose the path of business management to understand new ways and
understanding the new process of how the marketing works. There are new marketing conditions
which is being studied by me in order to carry out the operations effectively. I choose this
pathway to understand the business management theories and and concepts and use them to
enhance my overall knowledge.
Experience studying in the Foundation year
I was feeling very positive while enrolling and started the foundation year. The major
focus is to improve new skills and achieve and effective growth over a period of time. I have
started understanding the business management syllabus and with the help of that there are
multiple activities which I can carry out in an effective manner. I enhanced my overall
perception towards multiple topics and improve my overall learning skills.
Things which went well in the foundation year
There are various career oriented opportunities on which I can capitalise and I can
improve my overall skills in the foundation year. There are multiple conceptual models and
theories which I have understand in the area of business management. There are multiple skills
which includes problem solving, decision making is attained. I have become more familiar in the
area of business management. There are various assignments which is been given to improve the
overall skills. I can submit the work prior to time. This is one of the most positive experience in
the foundation year.
Challenges in the foundation year
The foundation year is very challenging there are various assignments in which I have
faced difficulties. I have to manage the studies as well as learn the new things to compete the
allotted tasks. The main motive is to overcome multiple challenges with the help of different
theories and concepts. During the foundation year there are various skills which needs to be
attained in order to finish the regulated tasks. I faced several difficulties in helping the team
achieve success towards different goals and objectives. The abilities which I have learned will
surely helps in the future to capitalise on career opportunity.

Areas which needs to be improved in the foundation year
During the foundation year there are various areas in which I was lacking. The major
reason is communicate with other individuals while carrying out the objectives. I need to
improve the problem solving skills. This will help me to carry out the new ideas in order to
achieve multiple targets. There are different situations in which I can perform better. There is a
huge need to carrying the tasks in a systematic manner. On the other hand, I also need to improve
my technical skills to complete the assignments.

REFERENCES
Books and Journals
Arriscado, P., Quesado, H. and Sousa, B., 2019. Employer branding in the digital era attracting
and retaining millennials using digital media. In Communication: Innovation &
Quality (pp. 391-403). Springer, Cham.
Ghasemi, H. and Saemiyan, F., 2018. Comparison of Self Branding and Communication Skills
Between Physical Education Students with Other Students. Applied Research in Sport
Management, 6(3), pp.43-52.
Mascarenhas, B.G., 2019. Employer branding, employee value proposition, and employee
experience: New approaches for people management in organizations. In Strategic
Employee Communication (pp. 97-103). Palgrave Macmillan, Cham.
Schlegelmilch, B.B., 2022. Global branding and communication. In Global Marketing
Strategy (pp. 253-288). Springer, Cham.
Verčič, A.T., 2021. The impact of employee engagement, organisational support and employer
branding on internal communication satisfaction. Public Relations Review, 47(1),
p.102009.