Marketing Analysis of Sainsbury's & McDonald's Marketing Articles

This report provides a marketing analysis of two articles, focusing on Sainsbury's use of location-based customer information for personalized marketing and McDonald's advertising ban due to promoting unhealthy food. The Sainsbury's analysis explores the use of loyalty card data to increase customer visits and sales, highlighting issues related to delivering appropriate messages and enhancing customer experience. Stakeholders include customers and management, with challenges in understanding customer data and journeys. Recommendations focus on training employees, securing customer data, and improving profitability. The McDonald's analysis addresses the ban on advertisements near schools promoting unhealthy products, impacting the company's reputation and challenging its competitive position against healthier alternatives. Stakeholders include customers, government organizations, and management, with recommendations centered on offering healthier options and improving the company's image. Both analyses provide insights into marketing issues, stakeholder impacts, and strategic responses, with Desklib offering additional resources for students.

Running head: MARKETING ANALYSIS
MARKETING ANALYSIS
Name of the Student
Name of the University
Author Note

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Article 1
Introduction
The article which has been considered for the analysis is based on the ways by which
Sainsbury’s has used location based information of the customers for the purpose of
marketing. The campaign which has been developed by the organization is related to the
personalised messages which are sent by the organizations to the consumers. The main aim of
the app is based on increasing the visit of customers and the sales as well. The loyalty cards
which are used by the organization are related to the information which is received by the
organization in order to increase sales (Reporters, 2018).
Marketing issues
The main issue which has been faced by the company is related to the ways by which
the appropriate messages are sent to the right set of people. The usage of right channel is also
considered to be a major factor which can affect the sales and revenues of Sainsbury’s. The
enhancement of shopping based experience of the customers is an important factor which is
considered by the organization. Sainsbury’s however needs to deliver effective messages to
the consumers in order to plan their shopping activities (Cobb-Walgren, Pilling & Barksdale
Jr, 2017).
The processes which are thereby used by the organization for offering reminders to
the customers are important for delivering the promotional messages in an effective manner.
The management of customer based data has been a major issue for the consumers who are a
part of the retail industry (Wehrmeyer, 2017). The information of customers is combined
with location based data in order to target them with the appropriate messages. Proper usage
of location based data is also highly important for the campaigns which are developed by the
retail organization (Manser et al., 2017).

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Stakeholders, challenges or benefits
Major stakeholders of the campaign who have been targeted by the company mainly
include, the customers and the management of the company. The management aims at using
data of the consumers in order to target them with the products which are provided to them.
The major challenges which have been faced by Sainsbury’s are related to the understanding
to data and journey of the customers in an effective manner. Different factors which need to
be considered by Sainsbury’s in order to operate in the industry in a profitable manner
include, the segments, loyalty based tiers and the journey of the customers as well (Huang,
2015).
The management thereby needs to understand these metrics effectively in order to
send the appropriate messages to the consumers. The levels of appeal towards the customers
are considered to be important for the management of Sainsbury’s. The benefits which have
been provided by the campaign are based on the increase in number of visits of the customers
in stores of Sainsbury’s. The offers provided by the company have been successful in
attracting the consumers. The data of customers are able to provide huge opportunities of
growth to the retail organization (Leonidou & Hultman, 2018)
Recommendations
The recommendations which can be provided to the management of Sainsbury’s are
based on the ways by which the organization can increase levels of profitability. The
organization needs to provide effective training to the employees who are responsible for
analysing data of the consumers in order to offer them with effective products. Development
of proper teams is important for the management of customer data. The security based system
developed by the company also needs to be highly effective. This will help Sainsbury’s to
protect the data of customers. The secure management of data is considered to be highly

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important for the proper operations and profitability levels of the organization in the retail
industry. The benefits which have been offered by the company can increase its profitability
levels further by improving the management of customer based data.

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Reference List
Cobb-Walgren, C. J., Pilling, B. K., & Barksdale Jr, H. C. (2017). Does Marketing Need
Better Marketing? A Creative Approach to Understanding Student Perceptions of the
Marketing Major. e-Journal of Business Education and Scholarship of
Teaching, 11(1), 97-117.
Huang, M. H. (2015). The influence of relationship marketing investments on customer
gratitude in retailing. Journal of Business Research, 68(6), 1318-1323.
Leonidou, C. N., & Hultman, M. (2018). Global marketing in business-to-business contexts:
Challenges, developments, and opportunities.
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing,
integrated marketing communications and consumer engagement: A research
agenda. Journal of Research in Interactive Marketing, 11(2), 185-197.
Reporters, M. (2018). How Sainsbury's used location to make its marketing 'ultra
personalised'. [online] Marketing Week. Available at:
https://www.marketingweek.com/2018/11/23/sainsburys-marketing-ultra-personlised/
[Accessed 27 Nov. 2018].
Wehrmeyer, W. (2017). Strategic issues. In Greener Marketing(pp. 95-110). Routledge.

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Appendix-article attached
Appendix 1

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Appendix 2

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Appendix 3

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Article 2
Introduction
The article is based on the ban which has been faced by the ads of McDonald’s and
Burger King. The ban had been issued by an organization named The Advertising Standards
Authority or ASA. The advertisements of both the organizations were banned as they were
promoting unhealthy food products to the consumers. The target major customers of these ads
were mainly children who are attracted towards junk food (Fleming, 2018). The different
posters which have been created by the company had been placed at bus stops which situated
close to a primary school. The advertisements were further removed by the organization as
they contained products which have contain huge amounts of fat and sugar.
Marketing issues
The organization had made a huge mistake by placing the advertisements at a location
which is close to a school. The products which were advertised by McDonalds with the help
of the posters included, Cadbury Flake McFlurry, Mini McFlurry and McDonalds Belgian
Chocolate Ice Frappe. The lack of proper levels of responsibility on the part of McDonalds
and Burger King was a major issue which was able to affect the reputation of the
organizations (Kull, Mena & Korschun, 2016). The facts were however denied by the
spokesperson of McDonalds based on the position of advertisements. The company later
removed the advertisements from the areas and had been able to maintain its operations in the
industry. On other hand, a major issue which had risen in this case is based on the ways by
which the competitors of the organizations namely Kellogs and Subway had not been
affected by the ban. The product offering of the competitors were considered to be healthier
as compared to Burger King and McDonalds (Fleming, 2018).

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Stakeholders, challenges or benefits
The major stakeholders of the advertisements developed by these two organizations
mainly include, the customers, the government organization and the management. The
organizations had faced major levels of challenges based on the unhealthy product offerings
which are provided to children. The healthy options which are offered by the competitors
have also proved to be a major challenge for the operations of McDonalds and Burger King.
The mistake which was thereby made by the organizations based on the products had been
able to affect the revenues and profitability in a huge manner (McDONALD, 2016). The
organizations were not able to make any specific benefits from the posters which were
released by them. On the contrary, their reputation was hit in a huge manner. The competitors
had also been able to create their positions in the industry with the help of their healthy
product options as compared to these organizations. The stakeholders of the companies were
also affected by the issues which were thereby faced in the operations in a long-term basis.
The options which were offered by the competitors had put immense levels of pressure on
McDonalds and Burger King and their profitability (Varadarajan, 2018).
Recommendations
The two major organizations namely, McDonalds and Burger King need to provide
healthier options to the customers. The target customers of the products are mainly children
and the organizations need to take care of the products which are being offered to them. The
ban which was implemented on the advertisements have affected the levels of reputation of
the organizations. The companies can improve their reputation by increasing the product
based options and further trying to fulfil the needs of consumers in an effective manner. The
needs and demands of the target customers need to be fulfilled keeping in mind the health
based benefits which are being offered by the products of the companies. The organizations

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will also be able to compete with Subway and Kellogs with the help of effective and healthy
products.
Reference List
Fleming, M. (2018). McDonald’s and Burger King ads banned as ASA cracks down on junk
food ad placements. Retrieved from
https://www.marketingweek.com/2018/11/21/mcdonalds-burger-king-junk-food-ad-
placements/
Kull, A. J., Mena, J. A., & Korschun, D. (2016). A resource-based view of stakeholder
marketing. Journal of Business Research, 69(12), 5553-5560.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.
Varadarajan, R. (2018). Advances in strategic marketing and the advancement of the
marketing discipline: The promise of theory. Journal of Marketing
Management, 34(1-2), 71-85.

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Appendix-article attached
Appendix 1