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:
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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
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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:
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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.
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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
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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
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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
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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
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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.
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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).
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