Sainsbury's Marketing Strategy: Principles and Analysis

This report provides a comprehensive analysis of Sainsbury's marketing principles, focusing on its brand values, target market, and market trends within the UK retail sector. It utilizes methodologies such as qualitative and quantitative data collection to examine Sainsbury's brand identity using Kapferer's prism, assessing its physique, personality, and culture. The report then delves into the company's target market using the STP model, followed by an analysis of the new market, including trends, employing the PESTEL tool and Ansoff's matrix to evaluate political, economic, social, technological, environmental, and legal factors. It also explores the Ansoff's grid, discussing market penetration, product development, and market development strategies. The report concludes with an explanation of a new product launch (kids' furniture in Netherlands), competition and potential marketing strategies for success in the new market. The report references various books and journals related to marketing and business ethics.

PRINCIPLES OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION
MAIN BODY
CONCLUSION
REFERENCES

INTRODUCTION
 Marketing is one of the key functions to a venture or business.
 Nowadays, top-level management in every business is trying to
make own marketing functions very effective to gain excellent
return in selected market segments.
 This is presentation discusses Sainsburys’ principles of marketing.
Sainsburys is one of main retail ventures of the UK.
 Brand values, target markets and market trends etc. factors and
aspects of Sainsburys also has been discussed in this presentation.

MAIN BODY
 Methodology
 Mainly two methodologies use by businesses or
individuals to collect different data.
 First one is qualitative method and the second one
is quantitative method.
 Both methods enable to collect data from books &
journals, observations, internet, interviews,
business magazines etc.

CONTINUE…
 Findings
 Existing brand and brand values
 Nowadays, Sainsburys is very reputed brand in the UK’s retail sector.
Mainly company currently serves in only its home country.
 There are Kapferer’s prism of brand identity is used below to properly
identify present brand as well as brand value of Sainsburys in market place.
 Kapferer’s prism of brand identity is too helpful framework to the various
businesses for identifying own present brand values in the terms of more
developing brand in the near future.

CONTINUE…
1. Physique: Currently Sainsburys is too big retail firm within the UK which
already has succeeded in achieving very large market share within the retail
sector of the country. Nowadays it has an effective workforce of 116,400
skills and talented employees.
2. Personality: Nowadays people like to consume products & services through
the company, because company has an excellent in reputation within the
market place. When customers are visited in Sainsburys’ stores, then present
staff or employees of store behave with customers in very proper manner.
3. Culture: The Sainsburys has an ethical and effective workplace, because
upper management at business has always followed various ethical and
legal aspects in its workplace.

CONTINUE…
 Description of the Target Market
The STP model is used here for properly targeting new market segment.
Generally, three stages of marketing include inside this model, in which
these three stages of model have been mentioned below;
 Segmentation
 Segmentation is the stage in which company need for dividing its full large
market into the small segments of market.
 The company can divide market demographically as well as geographically.

CONTINUE…
 Analysis of the New Market, Including Trends
PESTEL tool and Ansoff’s matrix has been used here for analysing
the new market, including various market trends.
 PESTEL Analysis
 PESTEL analysis tool mainly shows six key external factors of
Sainsburys’ business environment which has been mentioned below;
 Political factors: Netherlands’ political factors are completely favourable
to the company, because the local government has not imposed the high
taxation various existing businesses.

CONTINUE…
 Ansoff’s Grid Matrix
 Ansoff’s grid or matrix a very helpful strategic planning tool which
includes four strategies which has discussed below;
 Market penetration: On the basis of market penetration strategy, Sainsburys
should be increased sales of own present items in the existing market.
 Product development: Business should be developed new product for the
purpose of launching it in present market.
 Market development: Strategy can be supported to Sainsburys to enter in new
market place with using present retail products.

CONTINUE…
 An Explanation of the New Product
Top-level management within Sainsburys is decided for
launching new modern kids’ furniture in market place of Netherlands.
Research and development department at company has putted its
great efforts to innovate this new range kids’ furniture product.
 Competition
Currently there is huge competition in the Netherlands’ retail;
industry, in which this busines will be required to choose competitive-
based pricing strategy to set the prices of its new product.

CONCLUSION
 It can be concluded that upper management of Sainsburys
currently has an effective opportunity for extending its new
kids’ furniture item in new market place, named; Netherlands.
 The marketing manager of company need to develop new
productive marketing strategies to achieve excellent outcomes
in this market place.
 After using these strategies of marketing, company will
simply gain huge profit margins in this new market place.

REFERENCES
 Books & Journals
 Rosidawati, I. and Santoso, E., 2017. PELANGGARAN INTERNET
MARKETING PADA KEGIATAN E-COMMERCE DlKAITKAN
DENGAN ETIKA BISNIS. Jurnal Hukum & Pembangunan. 43(1).
pp.27-53.
 Aroean, L., 2018. Playfulness and identity. Academy of Marketing
Science.
 Gielens, K. and Steenkamp, J. B. E., 2019. Branding in the era of digital
(dis) intermediation. International Journal of Research in Marketing.
36(3). pp.367-384.
 Leventhal, B., 2016. Geodemographics for marketers: Using location
analysis for research and marketing. Kogan Page Publishers.
