Sainsbury's Vegan Product Campaign: Target Audience and Strategies

This report analyzes Sainsbury's promotional marketing campaign for its vegan product line. The report begins with an introduction to Sainsbury's, its brand history, and its recent expansion into vegan food items. It details the brand's market segmentation, focusing on demographic and psychographic variables, and explains the 4Ps of the brand vision (Price, Product, Place, Promotion). The campaign concept is outlined, including its aim to promote new vegan products and enhance awareness, targeting health-conscious consumers. The report then profiles the target audience, providing a detailed customer profile (Olivia). Finally, it explains how the campaign connects with the target audience through social media engagement and brand loyalty programs. The report also includes a reflective section discussing the author's BA pathway, experience in the foundation year, and areas for improvement, along with references to relevant marketing literature.

P R O M O T I O N A L
M A R K E T I N G
C A M P A I G N

C H O O S E A B R A N D / P R O D U C T O R S E R V I C E
S E L E C T E D F O R C A M P A I G N
Introduce the brand/product or service the brand history
Sainsbury's is a leading supermarket chain of united kingdom
which was founded in 1869 by John James Sainsbury. The brand
is highly reputed and owns a constructive portfolio of products
and services. It presently owns 1428 shops across united
kingdom indicating high market presence. The company has
recently launched a variety of vegan food items to expand and
diversify the range of product portfolio and to induce its market
share through product development.
Explain their brand/product or service market
segmentation?
The brand mainly segments its consumers for its vegan
produce on the basis of demographic and psychographic
variables. The segmentation is done considering the
income-level, age, gender as well as preferences and
interests of consumers.

4 P ’ S ( B R A N D V I S I O N )
Price Product Place Promotion
The pricing strategy of the
vegan produce of the brand is
based on the criteria of
charging for value that they
provide to customers in
aspects of quality as well as
quantity. The brand adopts
premium pricing and position
itself in the high end market.
It sells its basic commodities
at relatively lower prices
while charging its vegan
produce according to the
utility and worth delivered to
customers.
The brand offers a wide range
of products catering to needs
and requirements of
consumers and maintaining its
influence over the market. The
vegan products of the brand
are of diversified range having
a varieties in different sections
of food items. The brand is
known for providing high
quality and fresh products in
the market.
The brand sells it produce
in more than 500
supermarkets and 700
stores and it offers high
availability and
accessibility to consumers.
The vegan products of the
company are also available
at their supermarkets and
convenience stores.
The brand make effective use
of various marketing
strategies through advertising
its products. The
organization use media to
advertise its produce and
increase brand awareness and
also make use of sales
promotion, database
marketing as well as
campaigns to induce
consumers to purchase from
the brand.

C A M P A I G N C O N C E P T B U I L D
What is the aim of the campaign?
The aim of this campaign is to promote the
newly launched products of the brand and to
enhance awareness regarding the vegan
commodities of the enterprise. Sainsbury's
has been successfully fulfilling the demands
and expectations of its customers through
delivering them high quality produce
Who is the audience you aim to
target?
The target audience for the purpose of
this campaign is all those individuals
who are health conscious and have
dietary preferences indulging in
leading a more sustainable and plant
based lifestyle.
What is the message you want to
tell?
The brand is aimed at establishing
core values of promoting green
and sustainable products through
this marketing campaign to
promote vegan commodities of the
company.

T A R G E T A U D I E N C E F O R C A M P A I G N
• Who is the target audience?
The target audience for this campaign is health conscious consumers of middle and high income levels who are indulged in
leading sustainable lifestyle.
Create a profile to demonstrate this
Name Olivia
Age 26
gender Female
Occupation Yoga instructor
Preferences Vegan items, plant based diets, non-diary
alternatives, meat and energy substitutes
Hobbies and
interests
Fitness enthusiast, environmentalist,
reading, cooking, diet specialist

C R E A T E A M A R K E T I N G C A M P A I G N

C R E A T E A M A R K E T I N G C A M P A I G N

B R A N D C O N N E C T I O N
• Explain how your campaign connect with the target
audience?
The campaign will connect with brand audience through
engaging them on social media platforms through actively
sharing and promoting content. The loyal customers of the
brand will be sponsored for promoting the vegan produce
through sharing their experiences and through encouraging
customers towards the brand commodities.

R E F L E C T I V E R E P O R T 3 0 %
What is your BA pathway and why did you
choose this ?
I choose business management because I
wanted to develop understanding on the
processes and concepts of entrepreneurship. I
aimed at enhancing my learning as on how
operations are carried within an enterprise and
how they make profits. I chose this pathway as I
wanted to apply the theoretical concepts of
business management in practice.
What was your experience studying on the
foundation year?
My experience was filled with thrill and confidence as I
enrolled and started my foundation year. Gradually, I
started becoming familiar and acquainted with the
course and syllabus of business management. Then It
started occurring quite challenging as the syllabus and
content of study started expanding and thus I was
required to focus upon enhancing my personal and
learning skills.

R E F L E C T I V E R E P O R T 3 0 %
What went well on the foundation year?
My foundation year enhanced my learning and
introduced to various key areas of my career
development. It was very accomplishing and fulfilling
to study various business management theories and
conceptual models. I have developed and enhanced a
range of personal and professional skills during my
foundation year such as research skills, time
management skills, writing and organization skills etc.
I become familiar with the various practices of
business management and through completing various
assignments, it helped me in acknowledging my skills
and identifying skill gap. Furthermore, my library
experience was really great and enhanced my learning
and knowledge during foundation year.
What did you find challenging in the foundation
year?
The foundation year was also very challenging in
various aspects as I have to manage my studies along
with completion of various assignments as well as
performing co-curriculum activities. During my
foundation year, everything was new to me and the
syllabus of businesses management was extremely
huge questioning my abilities and learning on various
stages. During my foundation year, I was required to
focus upon various personal and professional skills in
order to complete my assignments in constructive
manner and attain good grades. I also faced
challenges in communicating and delivering speeches
which was a requirement of class activities.

R E F L E C T I V E R E P O R T 3 0 %
What areas do you need to improve on having studied
in the foundation year?
During my foundation year, I evaluated my areas where I
lack and need to make improvement as I analysed my skill
gap. I need to improve my communication skills in order to
prepare myself for further growth in career development.
Communication skills are important in order to enhance
and groom my personality and presentation skills.
Moreover, I need to enhance my time management skills so
that I can work calmly under pressure and chaotic
situations. Also, I need to improve my technical skills as
well.

Reference
• Lo, Y.C. and Fang, C.Y., 2018. Facebook marketing campaign benchmarking for a franchised hotel.
International Journal of Contemporary Hospitality Management.
• Gao, Y. and et.al., 2020. Visual design, message content, and benefit type: the case of a cause-related
marketing campaign. Journal of Hospitality & Tourism Research, 44(5), pp.761-779.
• Coelho, T. and et.al., 2020. Leading the way to a sustainable future: the positive impact of a
generation marketing campaign. In Anthropological Approaches to Understanding Consumption
Patterns and Consumer Behavior (pp. 1-21). IGI Global.
• Díaz, E.M., Lado, N. and Martín, D.F., 2021. An Original Social Marketing Campaign to “Try
Vegan”: Effectiveness and Impact on Quality of Life. In Applied Social Marketing and Quality of
Life (pp. 205-219). Springer, Cham.
• Valenzuela-Gálvez, E.S., Garrido-Morgado, A. and González-Benito, Ó., Boost your email marketing
campaign! Emojis as visual stimuli to influence customer engagement.