Marketing Communications Report: Sainsbury's Promotional Strategies

This comprehensive marketing communications report analyzes Sainsbury's strategies, focusing on consumer behavior, promotional plans, and advertising. It delves into the influences on consumer behavior, the role of promotion and advertising, and current trends in the market. The report outlines a promotional plan, discusses barriers to implementation, and provides recommendations for pricing, distribution, and communication policies. It explores consumer decision-making, brand loyalty, and strategies for controlling and monitoring marketing campaigns, including measuring effectiveness and addressing ethical and legal issues. The analysis covers both below-the-line (BTL) and above-the-line (ATL) marketing techniques, along with internal and external analysis of Sainsbury's, and concludes with a discussion of ethical considerations in marketing.

Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Influences on consumer behaviour...................................................................................1
1.2 Role of promotion and advertising in market...................................................................3
1.3 Current trends in advertisement........................................................................................4
TASK 2............................................................................................................................................5
2.1 promotional plan...............................................................................................................5
2.2 Barriers on implementation of the plan............................................................................7
2.3 Recommendation for pricing, distribution and communication policies.........................8
TASK 2..........................................................................................................................................10
2.4 Consumer decision making which help in deciding the target market and significance of
brand loyalty, corporate image and repeat purchasing.........................................................10
2.5 Strategies for controlling and monitoring marketing plan.............................................13
2.6 Ways to measure the effectiveness of marketing campaigns made by the Sanisbury for
launching their new product.................................................................................................14
2.7 Ethical and legal issues in marketing.............................................................................15
TASK 3..........................................................................................................................................16
3.1 Below the line (BTL) marketing techniques and communications plan........................16
3.2 Above the line (ATL) marketing techniques..................................................................18
TASK 4..........................................................................................................................................18
4.1 Internal and external analysis of Sanisbury for achieving and implementing marketing
plan.......................................................................................................................................18
4.2 Ethical issues in marketing.............................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Marketing communication relates to the communication between to two parties in
accordance to the business. Parties discuss the sales, branding, packaging, customer retention,
sponsorship and the promotion of their products. This is an essential need for the any
organisation to have proper link with its marketing competitors. Sainsbury's is the UK's largest
supermarket chain it has the great communication connection with its distributors, sponsors,
customers and the promotional professionals. The better communication brings the better
knowledge and the give opportunities to advance the technology in the world wide market. The
communication with the customers in the way to promote or advertise the product and give
adequate knowledge about the product. Branding of a product is very necessary to make a
personal identity in the market, so customer can easily recognise the product by its brand name.
Communication with the sponsors is essential for generating the capital investment on
launching of any business and any product. Advertising or promoting the product should be
done through the various sources like mouth publicity, online marketing, social media,
marketing in general, hoardings at various location, newspaper adversing, flies and etc. The
quality of a product is need to be good or better than the competitors. The prices of any product
should not be more cheap or luxury, it should be easily affordable for the customer and good for
the brand image. Every company wants to earn more in future than the present, so with the sake
of this there should be customer retention and have a good relationship with the customers
makes the brand as a symbol. To gain a better goodwill this is necessary to have new contacts,
new customers but retention of the previously added contacts is very useful for the company's
growth.
TASK 1
1.1 Influences on consumer behaviour
Consumer are the real players of the market they can be give hype to a brand or can be
show interest. The proper satisfaction should be given to them as according to their wants and
demands. If a customer is satisfied with the products he can become the client to the company
and helps in generating more customers (Chen, and Xie, 2008). The reputation and the goodwill
is to be generated with the customer satisfaction. The consumer can be influence by the various
factors:
1

Marketing campaigns:
Promotion and advertising a product plays the main role in influencing the customers.
There should be a proper adversing of the products, it can be generate more customers or can
lower down the interest in their mind (Solomon and et.al. 2012). The Sainsbury's is going to
launch fresh fruit juice on their marketing campaign, its adversing can be done through the
various sources like, Newspaper, social media marketing, online marketing, advertisements on
television, hoardings, flies, the mouth publicity etc.
Economical factors:
Economic environment plays the main role in influencing the customer's purchasing
power. The main barriers are the social class which is the household, luxury items, vehicles and
etc. Social standard of any customer can make him buy or not to buy any product (Solomon and
et.al. 2012). Sainsbury's has the variety of the products in their supermarket which fulfils the
need of every customer' economic standard level.
Personal factors:
Personal motivation is essential for spending on any product this is very necessary to
have a faith in the customer's mind towards the product (Cerne, 2012). Consumer perception on
any product of Sainsbury's can be sort out through know their choices, likes, dislikes or morale
to buy any product. The various choices can be seen the items like food, fashion and the other
luxurious goods.
Group influences:
Cultural variances makes the differences in the purchasing of various products.
Sainsbury's has the various range of products and has the various stores in the UK so it has
faced many cultural differences in operating at various places (Cerne, 2012). The consumer can
be positively influenced by its friends and family members who have used the goods and
services from the company. The references of their past experiences plays the main role in
buying a product.
Purchasing power:
Economic condition or the budget of the consumer influences him to buy a product.
Sainsbury's product can be good in quality but if do not meet the consumer's satisfied budget
2

level than it can be a down fall for the selling of the product. The prices are to be set on the
products as according to the purchasing capacity of the consumer.
1.2 Role of promotion and advertising in market
Promotion or advertisement of a product encourage a consumer to purchase. Sainsbury's
should adopt various techniques to promote the stores with the help of these promotional mix:
Advertisement:
Consumer can get a good impression of the product on him by the advertisement. There
should be adoption of various tactics or techniques in promoting a product. The consumer will
pay interest in which has the good promotional presentation about the product (Cochoy, 2014).
Sainsbury's advertisements should reflect or show how important it is to fill their demands and
satisfy their needs. The adversing can be done through the various methods to promote a
product like online marketing, door to door publicity, social networking etc. The launching or
the fresh fruit juice in the stores are very necessary to have a good advertising which will reflect
the good health benefits to the customers.
Public relationship:
Promoting a product helps in making a good public relationships. The consumer can
help in bringing the new consumers and can be the brand loyal for the Sainsbury's. Good
promotional techniques helps in making good strength or goodwill of the organisation. The
product fresh fruit juice should meet the satisfaction level of the consumer (Danaher and
Rossiter, 2011). It should be healthy and hygiene or good in quality, so the consumer can easily
trust the product. There will be positive feedbacks as per the satisfaction of the customer.
Guerrilla marketing:
Guerrilla tactic helps in promoting a product at mass with help of graffiti on the walls in
mid market, stickers, distributing flyers, flash bombing on the access of any site through
computer or mobiles (Danaher and Rossiter, 2011). The main motive is to make the publicity of
Sainsbury's fresh fruit juices and make the product viral at the online as well as local market. It
should contain the details or features of this product including various flavours.
Sponsorship:
3

Sponsors are the investors to the company they marketing of the Sainsbury's can be
done on the various events like on festivals, sports event such as races, cricket, football matches
etc. Sponsors promotes the Fresh fruit juices by investing in or making a good promotional
decision in the meetings and seminars (Fill and Hughes,2013). This can be helpful in making a
good brand image which caries the sponsorship of very popular and reputed brand. This kind of
marketing is very fruitful for the growth of all the companies which are included the business.
1.3 Current trends in advertisement
Trends in marketing a product helps in generating the good and quick response from the
mass. The current trends should be followed by Sainsbury's to meet the maximum responses
from the UK market. There should be use of the updated technologies in their devices and the
proper record of the data should be acquired (Fill and Hughes,2013). The online marketing of
the product can help the buyers to individually access the features of the product which meets
their desired level. The current trending can be through:
Information and communication technology:
Promotion through the telephones, mobiles or internet are the source of communication
to the people at large. With the help of this communication techniques the consumer is able to
gain the knowledge by himself (Finne and Strandvik, 2012). Sainsbury's has the various
websites or portals so it can be in connection with costumers for all time and have succeed in
meeting their desired need. Consumer can call or directly contact on the internet to get their
quarry solved. The proper knowledge for the particular product can be gain to discuss with the
professionals leading on selling of the products.
Social media:
The promotion of the product on the social media can be through use of the various
social sites. It can be by adding the product quality or details on the site or sharing the
information with the various social groups (Finne and Strandvik, 2012). Sainsbury's has
facilitates the online market store at which it has the set up of getting all the records of the
orders from consumers on any product. The details are to be shared on the basis of the consumer
priority on any product. This way of communication is helpful for attracting the consumers at
large and have the individual feedback or opinion on any product or service.
4

Benefits of relationship marketing:
Better relationship with the market including customers, sponsors, distributors etc. can
be beneficial for the growth of the concern. There are several benefits:
 Sales and marketing: Marketing relationship helps in making a good progress on the
sales of the product (Gabrielli and Balboni, 2010). The production of the Sainsbury's
new launch of Fresh fruit juices can have good impact on the growth of this stores in the
UK market. The realtions with the customers and suppliers are to be well maintain.
 Marketing plan: The consumer relationship helps in making the better planning for the
company. The demand for the Sainsbury's launch of fresh fruit juices enables the
professionals to make the better decisions in fulfiling the consumer demands on the
prime duration.
 Feedback: Consumer gives the feedbacks on the product, it will be positive or negative.
Sainsbury's has the wide numbers of buyers and it can have the various reviews from the
each individual buyers. Fresh fruit juices can have the mix reviews which can be
favourable or unfavourable on the quality of the product (Gabrielli and Balboni, 2010).
The juices are to be fresh and healthy for the consumers. It should not contain any
harmful preservative and should have the proper quality check on the several time basis.
TASK 2
2.1 promotional plan
Planning for the promotion of any product should contain the valid information about
the surveys made at the various locations (Illia, and Balmer, 2012). It should be done through
the various methods like selecting a geographical area and ask each individual for the needs of
the Fresh fruit juice in the market. The questionnaires and the quiz in the mass can be helpful in
asking the individual's personal choice for the product. Sainsbury's should use the various steps
in preparing a proper promotional plans.
Situation Analysis:
Surveys should be conducted on the several areas to know the proper needs of the
consumer for the products. How Sainsbury's Fresh fruit juice can be useful on health issue for
the consumers (Illia and Balmer, 2012). Social media or networking sites can be helpful for
5

generating informations through the various individual. Each individual has its own preferences
or choices for the product, it makes a company to think innovatively about launching the
product.
Audiences:
Audiences should be acquired by the creative strategies followed by the company.
Before launching the Fresh fruit juices in the market Sainsbury's should survey with the help of
its professionals in the market to acquire the fruitful audience to the product (Holliman and
Rowley, 2014). They should advertise the products to the schools, colleges and various
institutions to spread the benefits to the youngsters and make them aware of the health and
fitness. Should generate the audiences by giving free samples to the people and discussing the
benefits of the juices in increasing the metabolism or stamina in the body.
Budget:
Budget is essential part of the planning, it insures for launching a product is in the
budget or not. It depends upon the company's finances can meet the target budget on the time or
not. Sainsbury's should fix the budget for launching the Fresh fruit juices in the market. It
should be beneficial for the promotion of the product (Holliman and Rowley, 2014). The
expenses occurred on the buying of raw material, manufacturing the product and final delivery
to the consumers are should be measured and controlled by the company. The salary or pay-off
made to the employees or professionals who are promoting the product should be in budget.
Production:
Demands on the product at the various location should be measured and the company
should produce as aspect to meet the demands of the product. Sainsbury's has the good
reputation in the UK market as it is the largest supermarket chain (Holliman and Rowley, 2014).
It has more demands in the consumers preferences, so to launch the Fresh fruit juice in the
stores the company should have enough production.
Distribution:
Distribution of the products should be prompt or quick as to meet the consumer demands
for the product (Gabrielli and Balboni, 2010). The suppliers of the Sainsbury's should be more
6

quick and punctual to their jobs. The products should be reached before the time so the
consumer can easily have the product in spite of wait for days.
2.2 Barriers on implementation of the plan
On the launching of any product various barriers can be faced by the company. This can
be related to the promotion, production and the selling of the product. These are as follows:
Geographical barriers:
The geographical location of selling a product may have the various political,
environmental issues. Sainsbury's has to solve the problems related to the various barriers very
promptly with the help of effective strategies (Kachersky and Lerman, 2013). The laws
implemented by the various government on the different locations may varies and it can be have
the bad impact on the sales of the product. The different rule and regulations are to be followed
by the company before launching the Fresh fruit juice in the different locations.
Cultural Barriers:
Social or cultural changes differs at various places as according to the locations of the
company. The variations in the demography, population and fashion trends are need be
observed. Strategies are to be made by the Sainsbury's before launching the Fresh fruit juices in
particular locations. There should be the proper surveys on the cultural variations of various
locations so the strategic plans are to be made in accordance to promote the product (Karjaluoto
and et.al. 2015). The cultural barriers can be any thing like ethnicity, differences in the
government policies etc. The details mentioned in the ingredients of the product should be
reliable ,if it do not carry any of the ingredient in the product it will hamper the company. The
advertisement of the product should not contain such things which are band at the particular
location, it will harm the religious customers and can be harmful for the company's image.
Monetary barriers:
The budget should be decided before the launching of the product. It should be adequate
and effective to meet the expenses in the launching of the products including wages to the
professional managers, production process, salary to the manufacturers, expenses on the
purchasing of the raw material, rent for the stores etc. The prices of Sainsbury's Fresh fruit
juices are should be adequate as it can be afforded by any consumer. The prices should not be
7

more less as the company has to reduce the quality of the product (Karjaluoto and et.al. 2015).
This should be balanced the prices as compare to the cost and selling of the product. To meet the
competition in the market various competitors do the variations in the prices of the product or
introduce the substitute product. This can be harmful in the selling of the product, there should
be control over the expenses occurred on the manufacturing the product, expenses on the
research and development of the product, and survey for launching. Company should focus on
the generation of the revenue and spending on the essential areas.
Identity barriers:
Location of the company and the product identification is quit essential for the
promotion of the product as it has the higher public demand in the market, so it should have the
valid informations. Sainsbury's is the identified company and has many stores through out UK
so there is less chances for it to getting void (Chen and Xie, 2008). The Fresh fruit juices should
have the proper trademarks on it, so it will be beneficial for the consumer or the company to
have a fair business. There should be proper landmarks for the proper locations of the stores.
The head branch or the distribution channels are to be on the valid location so the consumer can
easily visit and buy the products.
2.3 Recommendation for pricing, distribution and communication policies
The prices are to be very convenient for the customers. Customers could easily afford
the products and will do business with the company for regular basis. The locations of the
Sainsbury's stores are should be at the convenient place to the customers. They need not to face
any difficulty regarding buying the products form the stores (Chen and Xie, 2008). Fresh fruit
juices should be delivered at the stores very promptly as per the consumer demands. There
should not be lack of any communication between the consumers and the retailers of the stores.
The customer should get the adequate details explaining the features or the benefits of the
product. There should be proper communication with the distributors, suppliers and store
keepers, it will help the in providing them the better finances as to meet the competence.
Pricing policies:
Prices of the product must be compatible, it should not be too cheap or too luxury. The
prices do not loose the competency in the market with competitors and it should be easily
affordable by the consumers (Ang, 2014). Prices of the Sainsbury's Fresh fruit juices should not
8

be compromise the quality of the product. This grocery product has the various health benefits
so there should not be any compromise with the breach of quality issues. Competitors has the
variations in the prices of various substitute products just to acquire the consumer support from
the leading company. Competitors are the main threat to the company which can be very
unfavourable for the loose of consumers, losses in the selling of product and harmful for the
growth of the company. In this concern the prices are should not be less to meet the competition
and compromising with the quality of product.
Distribution policies:
Distribution should be done on the systematic strategy plan. This should be very prompt
and as accordance to fill the public demand on time. Sainsbury's has the wide connection of the
distributors throughout the markets of UK. Demands on the Fresh fruit juices in market is can
be very high or can be as according to the public demand (Ang, 2014). There should be adoption
of the proper techniques or strategies to have the adequate stock in the store which fulfils the
consumer demands. The company should open the stores at various locations to be convenient
for the consumers to visit the premises. It should not be too far from the residential areas as the
consumer cant even afford to go there. It should be nearer or at the convenient place for the
consumers as well as for the distributors.
Communication policies:
Communication can be better with the consumers, distributors etc. through the various
sources like on the social media, inter-personal networks etc. It Is helpful to generate the
messages to the general public (Chitty and et.al., 2011). Sainsbury's should communicate to the
people about the new launch of the product Fresh fruit juices in various location. It is helpful in
getting the proper demands from the public about the product and it should be beneficial to
make necessary changes for the sales and distribution of the product. Customers should be well
aware with the benefits or quality of the products. Consumers can be generated through the help
of better communication channels, social site, online marketing or various customer care
services. The company must have the online site or portals where the consumer can order the
product online without visiting the stores.
9

TASK 2
2.4 Consumer decision making which help in deciding the target market and significance of
brand loyalty, corporate image and repeat purchasing.
Consumer decision making process
The process start with the problem recognition and end with the post purchase and this
process is very complex for the organisation like Sanisbury which is dealing with the retail
chain. There are different needs that arises in the daily life of human being and to satisfy them,
they make decision. These all decision are complex and are depended on the consumer
preference for the products and services. The clients first compare different brands on the basis
of price, quality, services, features etc. after they evaluate the product and further they make
decision by selecting the single brand or product (Finne and Grönroos, 2017). Every
organisation need to analyse this process properly so that they can able to identify the needs and
wants and satisfy their expectation. This theory is given by the Blackwell in 2006, who state that
there are 5 stages in the consumer decision making process and helps the company to
understand the specific reason behind the purchasing of consumer, that process are as follows:
Need identification
The first stage of the consumer decision making process is identification of needs and
wants of the consumer. According to the Bruner, human needs are identifies when there is
difference between the desire state and actual state of affairs. Further, Neal and Quester state
that the identification of need is totally dependent on the different circumstances and situation
which include professional and personal need and that wants are converted into idea of
purchase. Such as individual need a laptop to carry out his work so he will buy the laptop. Thus,
the demand and purchase decision start with arises of needs. Needs are further classified into
different categories such as functional, physical and psychological needs. Psychological need
are result the emotional feeling of human whereas physical need are the outcome of necessity.
As the human need never ends, once one need is satisfied, other need arises so the need
identification is the continuous process with never ends for the individual (Del Barrio-García
and Porcu, 2017).
10

Information search
Once the need is being identified, next process is collecting the information from the
internal and external sources. All the information which is collected by the consumer are related
to the products he need to purchase. There are different individuals are involved in this process
that are dependent upon their knowledge and understanding about the product (Kellaris and
Machleit, 2016). Internal sources may includes those people which are directly connected with
the company such as producer, supplier, whole seller, retailer etc. and external sources are those
with are not direly inter-related to the company such as other costumer who have purchase the
products which may includes family members, friends, boss, colleagues, peers etc.
Evaluation of the different alternative
After collecting relevant information, individual need to evaluate different alternative
which he/she finds out. The information is analysed and evaluated so that consumer can make
right choice from the different alternative. The evaluation is done on the basis of consumer
needs and wants as well as the products size, shape, price, quality, features, specification. This
stage is most significance in the consumer decision making process and it consumes more time
as compare to different stages. It is quite difficult for the individual to select best alternative
because they are paying something in return to the company for the products and service hence,
that products must satisfy the expectation of consumer.
Purchase decision
Once the data is being collected and analysed, nest step is to select the best alternative
and move towards the purchase of product. In this stage customer make the decision related to
the purchase the product and ready to pay money in return for the goods he/she is purchasing.
Purchase is divided into three categories that are impulse, planned and partially (Porcu and
Kitchen, 2017). There are numerous factors that may affect the purchase decision such as a
consumer want to buy Nike shoes and he went for the Nike outlet and ask for the product, but
the size is not available in the store so he will buy from the online store rather that physical
store.
Post purchase decision
11

It is the last and final stage of consumer decision making process and this stage is take
place after the purchase is done. This stage is mostly important for the companies from where
the product is being purchased by the consumer because this will affect the future purchase and
customer retention. In this stage, consumer experience related to the goods and services are
being reflected. In simple words it can be said that consumer is satisfied with the products or not
is identified (Madhavaram and Bicen, 2016).
Target market on the basis of Consumer decision making process
There are different type of consumer for the supermarkets like Sanisbury, and the target
market decision are made on the basis of the different consumer. Target market is decided on
one stage of consumer buying process that is evaluation of information and data is evaluated on
the basis of different type of buying behaviour of consumer, that are as follows:
 Complex Buying behaviour: Client go the complex buying, when they have relevant
and all the information about the brand and their products and he knows what is
differences between the different brands. Consumer are highly involved when the
products are extremely expensive like car, refrigerator, air conditioner etc. Companies
need to identify that target for such consumer market and make strategies accordingly.
 Dissonance Buying behaviour: When there is no large difference between the various
brands, at that point of stage consumer are highly involved. In this the products are again
expensive but less than complex such as building, mobile phones etc.
 Habitual buying behaviour: In this consumer are not involved largely because the
products are not expensive and there no significance difference between the brands such
goods may include Fast moving consumer products (Finne and Grönroos, 2017).
 Variety seeking: There is high involvement of involvement in this buying behaviour
because need different features and variety at every new purchase and consumer like to
do brand switching as he finds some new features in the others products.
Sanisbury is the largest grocery supermarket chain in UK which have 16.9% share of
supermarket sector. Target market of Salisbury is divided into three segments that are Grocery
Sainsbury's supermarket, Sainsbury's bank and Sainsbury's Argos. In the Banking sector of the
12

company, there is complex buying behaviour of the customer whereas in Argos and grocery
sector, they have habitual and variety seeking buying behaviour.
Brand loyalty and repetitive purchase
It is process where the consumer become committed with the brand and they have
repetitive purchase for the same products of the same brand in every new purchase. The
consumer who main the brand loyalty are considered as the Bread and butter which helps the
organisation to grow. It is very important for Sanisbury to maintain loyalty because it helps
them to retain customers. This can be done only when the firm is able to satisfy the expectation
of customer. If the needs and wants are satisfied, they will again purchase the same products and
bring new customers for the company (Del Barrio-García and Porcu, 2017). Brand loyalty is
maintained by respecting the values of consumers, provide the best service to clients, keep
transparency with the stakeholders, provide tailor made products etc.
Corporate image
When the customer or different internal and external person want to monitor the
corporate, they always suppose to see the image of the company. Corporate image is analysed
on the basis of their financial position, liquidity, market share, market position, customer
experience, employees satisfaction etc. if the organisation have good image, that will be
considered as assets for them. Sanisbury have good corporate image, it helps them to attract and
retain customer as well as it helps them to gain competitive advantage (Kellaris and Machleit,
2016).
2.5 Strategies for controlling and monitoring marketing plan.
There are different strategies that can help organisation to find that their marketing plan
is effective or not? Company need to control and monitor their plan for marketing on regularly
basis to find customer experience. To find that, they need to adopt different stratifies, that are as
follows:
Customer feedback
Marketing campaigns are prepared so that they can able to motivate customer to buy
their products and services. Organisation need to monitor their campaigns by the way of taking
13

feedback from the customers. Sanisbury can reach to clients by direct way and indirect way.
Direct way such as survey, questionnaire is prepaid related to new product which they have
launched that is fruit juice in tetra pack. They may ask customer experience for that product
which help them find that their plan is fruitful or not. Indirect way can be launching hosting
polls on interned and surveys where customer can provide comment on the product and service
with their experience. If they find any negative comment, they can modify their plan
accordingly which help to satisfy clients expectations (Porcu and Kitchen, 2017). It helps
Sanisbury to find that their new product Fruit juice is popular or not, if not then they can create
different strategies to generate awareness.
Market Share
Market share tell that what is the percentage of company or product sales that they
earned by the particular organisation over the specific period. Marketing plans help Sanisbury to
outline its marketing share of their product Fresh juice which they are launching before the plan
have been executed. The firm can able to analyse that their product is adopted by the consumer
with the help of market share. By this analysis, they can able to identify that where their product
is standing in the market as compare to their competitors.
2.6 Ways to measure the effectiveness of marketing campaigns made by the Sanisbury for
launching their new product.
There are some common ways that helps the organisation to find the impact of their
marketing campaigns so that they can able to find that who have received their message and
who are not aware about their new product. This strategies help them find that who are their
target market for the campaign, the techniques are as follows:
 Comparison of last year and this year: This strategy is mostly used when there is
seasonal marketing campaigns. Such as a campaign is organised by the company for
fresh fruit juice in the month of may and this is made every may of every year. So
organisation can that which campaign is effective by analysing the sales of fruit juice
every year (Madhavaram and Bicen, 2016).
 Post and pre analysis: This analysis is done on the basis of performance of customer
before and after the campaign is launched. Such as a campaign is organised that, 50% off
on fresh juice for this month, Sanisbury can analyse the sales made by them on juice for
14

the same month in which discount is made with the last month sales with without
discount. This will help them find that campaign is effective or not?
 Compare post- and pre-advertising traffic on the company's website: Sanisbury can
use google analytic which help them find monthly, weekly and daily report related to the
traffic which have visited the company website. The organisation can compare past
report and present repost which help them find that whether more or less traffic is being
generated by the new campaigns, which reflect that it is effective or not?
2.7 Ethical and legal issues in marketing
Marketing have been started with the commercial trading and this is become the green
area for the business man in today's world. Different organisation have to face many ethical and
legal problem while marketing their old or new products, these problems are very big for
Sanisbury which serve as hurdle for market their product and create awareness for their new
products, some ethical and legal issues are as follows:
Data gathering and privacy issues
To create a marketing campaigns, data collection is the fist stage. They need to collect
the information about the customer what are their preferences, taste, expectation etc. so that they
can create the base for marketing campaign. Data may consist of customer age, their income.
Spending habits, demographic, preferences, involvement level etc. but collection of this data
create privacy concerns, this habit is strictly illegal in UK. Such as Facebook, organisation was
supposed to collect data form that source, but now that activity is illegal and Sanisbury cannot
collect data from Facebook because it has received extensive public criticism. So the companies
have become so conscious while collecting data related to customers and respect the permission
for data gathering and state that what they will offer them for that information (Finne and
Grönroos, 2017).
Dissemination of Information
As the data is being gathered, next stage is to communication of information to customer
with help of different channels such as door to door selling, tele marketing and unconsolidated
mails. In some countries these practices is said to be ethical but in other countries like UK, they
have made certain legal rules related to these channels. Such as if the organisation want to do
15

personal selling, then they can approach to customer between 9:00 am to 6:00 am in week days
and 9:00 am to 5:00 pm in week ends like Saturday or Sunday. Problems arises when these
household are aware about these rules. So Sanisbury should make sure that their marketing
strategy should be in the letter of law and does not create any annoyance.
False Advertisement
Most organisation make advertisement to attract large number of customer. So do this
activity, they communicate wrong message such as a hard sanitizer advertisement is made that it
kill 90% of germs which is pretty attractive as well as it really attract the customer. But different
test state that it approximately kills 40-50% germs in real life. So the company is transferring
wrong information to attract numerous customer which is illegal activity (Del Barrio-García and
Porcu, 2017).
TASK 3
3.1 Below the line (BTL) marketing techniques and communications plan
BTL is refers to the marketing strategies are those which offer personal and direct
communication of message to the target market which includes personal selling, sales
promotion, telemarketing etc. these techniques are intelligent, direct, flexible, quick, cost
effective and track-able, that are as follows:
 Personal selling: This is the technique where the organisation use sales force to sell the
products and services to the consumer. The selling is done with the way of face to face
where seller and client have direct communication. Sales force promote different product
by their personality, appearance, attitude with the special knowledge of the products and
service. The main aim of direct selling to create awareness and encourage customer to
buy the product or at-least try the goods. It helps the Sanisbury to attract customer for
their new product that is fruit juice, they can convey the message direct to target market
that it is fresh juice or influence them to try or taste the product.
 Sales promotion: It is the strategy which help customer to convert their desire into
purchase. It technique is made for the short duration so that it can enhance sales. This
strategy is made for both consumer and distributors. Customer sales promotion is made
so that end user can buy as much as he can such promotion are providing discount, one
to one free, free samples, scratch cards etc. Trade sales promotion are focused on the
16

agents, dealers, whole-seller, retailers etc. organisation provides the products at lower
than the market value so that mediators can alliance with them. In case of new product of
Salisbury that is fruit juice, company can provide free sample and discounts so that
customer at-least taste the product (Kellaris and Machleit, 2016).
 Public relations: This is the technique where the organisation create healthy
relationship with the public and its stakeholders. This can be done by communicating the
relevant and correct information to their customers, media, employees, investors etc. this
help the organisation to create brand loyalty for long run. Sanisbury can create public
relation with the help of addressing to the media, attending and speaking in different
press conference and seminars, provide pamphlets, brochures, and by doing corporate
social responsibility (Porcu and Kitchen, 2017).
 Loyalty schemes: In this technique, organisation provides some schemes to their regular
customer so that they can be motivated to buy their produces and services again and
again. Sanisbury can serve large discount to their loyal customer on the new product
they have launches so that they can able to sell fruit juice to existing customers.
 Sponsorship: It is the strategy where the organisation support other company, event,
person, activity on the financially basis or through their products and services. By
financing these, the organisation can generate awareness about their existence to the
different customer who is participating in the event.
 Product placement: It is the strategy where the organisation promote their products by
the way of non traditional advertisement technique such as appearance in the film,
television are any other media. Sanisbury can promote their fruit juice by giving their
advertisement in the TV in the summer monsoon
 Direct marketing/ advertisement: When the organisation convey their message to the
large target market, at that stage, company choose advertisement. It is the process by
which creating the awareness for the brand or company in the eyes of customers. There
are different types of advertisement which Sanisbury can adopt for promoting its new
product fruit juice are providing advertisement in TV, radio, magazines and newspaper
(Madhavaram and Bicen, 2016).
17

3.2 Above the line (ATL) marketing techniques
It is the promotional techniques where the organisation does not have any target group
but they target wide reach. It includes mass marketing strategies which are hight uni-targeted
and their key focus on the building their brand image. There are different strategies that help
organisation to maintain their brand, that are as follows:
Digital marketing: It is refereed as advertisement which is made on the web, the message is
transferred through the digital channels such as websites, search engines, email, social media
and mobile applications. These advertisements are some in paid form and some are non paid
form. Paid are pay per click which is called as sponsored result and these are on the top or side
of the search engine result page. Social media advertisement is also the part of digital marketing
in which brands are promotes on the social platforms such as Facebook, Twitter, Instagram.
Pinterest etc. This is the effective source of advertisement because most of the people are social
active on these platforms.
Television: In UK more than 30% of the people watch TV in daily basis, Sanisbury should
provide their advertisement on TV so that most of the customer can get message which they
want to convey. It helps the company to enhance the visibility of the product as well as their
brand (Finne and Grönroos, 2017).
TASK 4
4.1 Internal and external analysis of Sanisbury for achieving and implementing marketing plan.
SWOT analysis of Sanisbury
Strength
 One of the big four supermarkets in UK.
 They have more than 150000 employees in the organisation.
 Company have experience leadership team.
 Excellent advertisement and branding.
Weakness
 They serve food items at higher prices.
 Have large competition in retain industry (Finne and Grönroos, 2017).
18

Opportunities
 They can enter into global market by joint venture and partnership
 Expanding into growing countries like Asia and Africa
Threats
 They have large competitors like Asda, Tesco, Lidl
Pestle analysis of Sanisbury
 Political factors: Recently UK is facing debt problem, where consumer have large debt
so they are not able to spend large money, which have grate impact on the company.
 Economic factors: It includes demand, price, cost etc. which affect the organisation,
recently company have increase their food products rate which affect their supply of
products (Kellaris and Machleit, 2016).
 Social factors: Consumer preference, ethics and taste have large impact over the
demand of company's goods, company is introducing non-food items which is beneficial
for company.
 Technological factors: The organisation is focusing on online selling which have
increase their market share and sale as well (Porcu and Kitchen, 2017).
 Environmental factors: there is grate pressure on organisation to produce
environmental friendly products which have increase their cost of production.
4.2 Ethical issues in marketing.
Price discrimination:
Discrimination of the prices is set be the differences of the prices on the same products.
offering the product to the various consumers on the different rates. Sainsbury's launch of the
fresh fruit juice should not be vary in the prices at the different locations. It will harm the
company's goodwill and damaged the reputation of the brand.
Price fixing:
While allocating a price on any product this is to be in consideration that is should not be
very high or too low. The quality of the product should not be compromise while meeting the
19

prices set by the competitors. Sainsbury's should have the proper discussion regarding the price
of the fresh fruit juices with its professionals and the directors.
CONCLUSION
It can be concluded from the project report that Sanisbury is the one of the leading
companies in the supermarket sector and the have more than 150000 employees in the
organisation. They have been excellence in marketing and promoting their product and recently
they are developing new product that is fresh fruit juice. Te report include different strategies
which can be adopted by the company such as digital marketing, social media marketing and
TV advertisement which help them to promote their new product development. The report also
include different ethical and legal issue which Sanisbury is facing so to remove them they
should follow fair advertisement tactics.
20

REFERENCES
Books and Journal
Chen, Y. and Xie, J., 2008. Online consumer review: Word-of-mouth as a new element of marketing
communication mix. Management science, 54(3). pp.477-491.
Solomon, M. and et.al. 2012. Consumer behaviour. Pearson Higher Education AU.
Ang, L., 2014. Integrated Marketing Communications A focus on new technologies and advanced
theories. Cambridge University Press.
Cerne, A., 2012. Market Communication as Socio-Political Activity in Emerging Markets Business
Society and Politics. International Business and Management. 28. pp.85 – 103
Chitty,W. and et.al., 2011. Integrated Marketing Communications. Cengage Learning.
Cochoy, F., 2014. The American Marketing Association: A handrail for marketers and marketing
history. Journal of Historical Research in Marketing. 6(4). pp.538 – 547
Dahlen, M., Lange, F. and Smith, T., 2010. Marketing Communications: A Brand Narrative
Approach. John Wiley and Sons.
Danaher, P. and Rossiter, P., 2011. Comparing perceptions of marketing communication channels.
European Journal of Marketing. 45(1/2). pp.6 - 42
Eagle, L., 2014.Marketing Communications. Routledge
Fill, C. and Hughes, G.,2013. CIM Coursebook Marketing Communications. 3rd ed. Routledge.
Finne, A. and Strandvik, T., 2012. Invisible communication: a challenge to established marketing
communication. European Business Review. 24(2). pp.120 - 133
Gabrielli, V. and Balboni, B., 2010. SME practice towards integrated marketing communications.
Marketing Intelligence and Planning. 28(3). pp.275 – 290
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers
perceptions of best practice. Journal of Research in Interactive Marketing. 8(4). pp.269 – 293
Illia, L. and Balmer, J., 2012. Corporate communication and corporate marketing: Their nature
histories differences and similarities. Corporate Communications An International Journal.
17(4). pp.415 – 433
21

Kachersky, L. and Lerman, D., 2013. Bridging marketing's intentions and consumer perceptions.
Journal of Consumer Marketing. 30(7). pp.544 – 552
Karjaluoto, H. and et.al. 2015. The role of digital channels in industrial marketing communications.
Journal of Business and Industrial Marketing. 30(6). pp.703 – 710.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing. 51(3). pp.445-463.
Del Barrio-García. S and Porcu, L. ,2017. Measuring integrated marketing communication by taking
a broad organisational approach: The firm-wide IMC scale.European Journal of Marketing.
51(3). pp.692-718.
Kellaris, J. J. and Machleit, K. A., 2016. Signage as Marketing Communication: A Conceptual
Model and Research Propositions.Interdisciplinary Journal of Signage and Wayfinding,1(1).
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental to a
customer-centric perspective. European Journal of Marketing. 51(3). pp.464-489.
Porcu, L. and Kitchen, P.J., 2017. Measuring integrated marketing communication by taking a broad
organisational approach: The firm-wide IMC scale.European Journal of Marketing. 51(3).
pp.692-718.
Madhavaram, S. and Bicen, P., 2016. Integrated Marketing Communication (IMC): Conceptual and
Theoretical Lacunae, Foundational Premises, and Framework. In Celebrating America’s
Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? (pp. 335-336). Springer International
Publishing.
22