Sainsbury's Marketing: AIDA Model and Push/Pull Strategies Analysis

This report provides a comprehensive analysis of Sainsbury's marketing strategies, focusing on the application of the AIDA model (Attention, Interest, Desire, Action) and the effectiveness of push and pull strategies. The report examines how Sainsbury's utilizes various marketing tactics, including promotional activities, brand building, and customer engagement to increase market share and brand awareness. It explores the AIDA model's role in guiding consumer behavior and the strategic implementation of push and pull strategies in the context of Sainsbury's operations. Furthermore, the report evaluates the effectiveness of these strategies in driving sales, enhancing brand image, and achieving overall business objectives within the competitive supermarket sector. The report also includes a discussion on the integration of marketing communication, technology, and public speaking skills, highlighting their importance in promoting Sainsbury's products and services. The report concludes that these strategies are crucial for Sainsbury's success in the market.

Principles and Practice of
Marketing- Interim

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
BACKGROUND OF ORGANIZATION........................................................................................1
TASK 1 ...........................................................................................................................................1
Different strategies and tactical plan in form of affective marketing solution ...........................1
Use creative marketing skills and knowledge in practical and applied situations .....................3
TASK 2 ...........................................................................................................................................5
Apply the AIDA model and push as well as pull strategies and its effectiveness .....................5
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing is the essential activity of organization for introducing and promoting of
products and services in the marketplace. It is the procedure, set of organization, designing and
delivering the products and services to satisfy the needs of consumers in the marketplace
(Adamopoulos and Todri, 2015). This study is based on Sainsbury. It is the second largest chain
of supermarket in the UK with the 16.9% share of supermarket sector. This report will
understand of marketing solution and use creative marketing skills as well as knowledge in
applied situations.
BACKGROUND OF ORGANIZATION
Sainsbury is the second largest high street supermarket in the UK with the 16.9% share
of supermarket sector. Supermarket become the largest retailer of groceries in 1922 that was
beforehand adopter of self services retailing in the UK. Company is divided into three divisions
such as Sainsbury Supermarket Ltd, Sainsbury Bank and Sainsbury Argos. In the context of
marketing and branding, different activities involves such as Shop fascias, Nectar loyalty card,
Sainsbury Active kids, Brand match, Brand ambassadors, slogans and other activities. These
activities help to became the largest high street supermarket of Sainsbury in the UK.
In order to that, company has range of products offering to public such as variety of
foods, beverages, home appliances and other goods. In this context, supermarket's stock around
30000 lines of which approximately 20% are their own label products. There are 1415 shops of
Sainsbury which are located in across the worldwide.
TASK 1
Different strategies and tactical plan in form of affective marketing solution
COVERED IN PPT
TASK 2
Apply the AIDA model and push as well as pull strategies and its effectiveness
AIDA MODEL:
AIDA model stands for Attention, Interest, Desire and Action. This model is utilised
broadly in marketing and advertising to define the stages which happen from the time when
customer first becomes aware of good and brand through trail of consumer of good and create
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decision of purchase. Many of consumer aware from advertising and marketing communication.
This model aid to explain advertisement and marketing communication content engages and
includes consumer's brand choice (,Chong and et.al., 2017). AIDA model declares that content of
advertising require achieving number of activity in relation to move consumer through series of
serial stages through purchase and consumption as well as brand awareness of the Sainsbury.
In this context, marketing consultant suggest to use this model for advertising and
marketing of product and services of Sainsbury. This model involves four factors such as
Attention: It is necessary to attention of consumer on product and services of Sainsbury.
Therefore, marketing team make efforts to create brand awareness in front of consumers which
help to increase their attention on product and services of firm (AIDA MODEL, 2019). Thus,
marketing team take advice their consultant for making brand awareness campaign an utilisation
of tools and techniques which help to increase attention of consumers on their product and
services.
Interest: It is necessary to generate the interest of consumers about product and services
of Sainsbury which is beneficial for company. If the consumer interest is sufficient, so that it
promote buyers to begin the research further about product and services. Therefore, marketing
team require giving the reply on consumer feedback and providing al information through video,
etc. to consumers for increasing interest to them.
Desire: It is needed to create emotional connection for product and services of Sainsbury
to consumer and also showing the brand personality. Therefore, marketing consultant give advice
for developing brand personality of organization (Dawson, 2014). For generating desire of
consumers, marketing team needs to starting the online chat with them, giving immediate
response on Twitters and sharing tips and suggestion to them.
Action: It is necessary to move the interaction to buyers with their company and taking
the next step which involves uploading brochures, making phone call, joining the new letter, and
involving in Live chat with consumers. This help to marketing team for building the relation ship
with consumer personally and attraction on products and services of Sainsbury. Therefore,
marketing consultant give suggestion to team for interacting with consumers through emails,
websites, social media and so on.
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Effectiveness of AIDA Model:
 AIDA Model help to increase engagement of consumer with company their brand or
product.
 This model is useful for targeting the more consumers and their attention on products and
services to Sainsbury.
 With the help of it, increase interest and attention of consumer through advertising and
marketing goods and services of organization (Kim and et.al., 2016).
 Marketing consultant suggest digital marketing for advertising and marketing of product
and services which help to increase more attention and interest on products and services
of Sainsbury.
 Through this model, marketing team identify the needs and wants, taste and preferences
and their demand of product and services of supermarket.
 AIDA model is very effective which is used by company within the marketing campaign
and plan.
PULL AND PUSH STRATEGIES:
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Illustration 1: AIDA MODEL
Source: (AIDA MODEL. 2019)

It is the strategy used in supply chain management but also utilise broadly in marketing.
Both are different strategy with each one which is utilised by marketing team for products and
services of Sainsbury.
Push Strategy
Push strategy is to push product at the consumers in the marketplace. It is the fast way to
move consumer from awareness to purchase of goods and services of Sainsbury. The purpose of
this strategy in moving customer and their journey from awareness to purchase of products of
Sainsbury. Push strategy is explained movement of goods and services and information through
mediator to end users (PUSH AND PULL STRATEGY, 2017). Company takes their goods to
consumers who are not ware and seeking it. Therefore, marketing team utilise various promotion
mix strategies and techniques such as direct selling, sales promotion, trade promotion etc. This
can help to increase attention and attraction of consumers towards goods and services of
Sainsbury. This strategy utilises trade show presentation, point of sale display, ad on TV, email
and so on to create impact on customers and decreasing time among find of goods and buying it.
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Pull Strategy
Pull strategy is the pull consumer towards product of the organization. This strategy is
about making ongoing relationship with the brand. Pull strategy tend to be more successful at the
building brand representatives. The aim of pull strategy is generating interest and demand for
goods and services of target people. Consumer demand are concentrated through directing
marketing strategies on them that outcomes in the pulling of goods. This strategy utilises various
methods such as blogging, word of mouth, strategic position of goods etc. for reaching huge
audience (Pal, Sana and Chaudhuri, 2015).
In this context, it is very difficult to decide that which type of strategy will be useful for
organization, because both strategies are essential for increasing brand awareness and target
audiences in the marketplace. For example: if the Sainsbury wants to introduce the new product
in the market, so that push strategy is useful for organization to promote goods and services in
front of public. In contrast, if company feel that consumer are not happy with their products and
services as per quality of products, so that they make efforts to pull consumers through
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Illustration 2: PUSH AND PULL STRATEGY
Sources : (PUSH AND PULL STRATEGY . 2017)

delivering the best quality products to consumers. Thus, pull strategy is useful for company to
increase brand awareness of company.
Effectiveness of Pull And Push Strategies:
Both strategies are useful for Sainsbury in different ways like increase brand awareness
and target audience for product and services. In this context, Sainsbury utilise pull strategy for
targeting the large audiences towards their goods and services. This strategy is effective or useful
in many ways to company. Such as:
 Sainsbury use pull strategy for gaining the market share, profitability and overcome their
threats which is highly impact on consumers in the marketplace.
 Due to quality, good will, reliability and reputation, consumers actively seek goods of
specific brand.
 This strategy is useful for promoting products and services through social media ads
which also help to increase sales and profits of Sainsbury.
 Pull strategy is more suitable when brand loyalty is very high which can aid to target
audiences towards brands or products (Wedel and Kannan, 2016).
 This strategy is taken very less time while using by marketing team and consultant for
promoting products and services of Sainsbury.
 For pulling the consumers, marketing team also taking decisions and taking advice from
consultant regarding offer discount which help to increase sales and profits of
organization.
 Pull strategy is focused on sensitivity which utilise by firm for targeting the audiences
towards their products and services.
Therefore, Sainsbury uses pull strategy and AIDA model for increasing the brand
awareness and targeting more consumer towards their products and services. These tactics are
more required by firm in relation to increase sales, profits and brand image of organization.
These strategies aid to improve performance and productivity of company in the supermarket
sector. With the help of it, increase attention, attraction and interest towards goods and services
of the Sainsbury. Through these strategies, company create opportunities in terms of enter into ne
market and expanding their business.
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CONCLUSION
In this report, it can be concluded that company utilise AIDA model and push as well as
pull strategy to promote and advertising goods and services of their firm. Furthermore, report has
completed that communication, technology and public speaking involve in marketing skills
which is beneficial for promoting the goods and services of company. These strategies and
tactics are very beneficial for targeting audience, increase sales, profits and brand image within
the supermarket sector.
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REFERENCES
Adamopoulos, P. and Todri, V., 2015, August. The effectiveness of marketing strategies in
social media: Evidence from promotional events. In Proceedings of the 21th ACM
SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 1641-
1650). ACM.
Chong, A. Y. L. and et.al., 2017. Predicting consumer product demands via Big Data: the roles
of online promotional marketing and online reviews. International Journal of Production
Research. 55(17). pp.5142-5156.
Dawson, J., 2014. The Marketing Environment (RLE Marketing). Routledge.
Kim, J. and et.al., 2016. Application of construal-level theory to promotional strategies in the
hotel industry. Journal of Travel Research. 55(3),. pp.340-352.
Pal, B., Sana, S. S. and Chaudhuri, K., 2015. Two‐echelon manufacturer–retailer supply chain
strategies with price, quality, and promotional effort sensitive demand. International
Transactions in Operational Research. 22(6). pp.1071-1095.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing. 80(6). pp.97-121.
Online
Cronstedt, J. 2017. 36 Types of Marketing Strategies & Tactics to Grow Your Business,
[ONLINE]. Available through. :<https://medium.com/swlh/36-types-of-marketing-
strategies-tactics-to-grow-your-business-57c548cd047b>.
AIDA MODEL. 2019. [ONLINE]. Available through. : <https://en.ryte.com/wiki/AIDA>.
PUSH AND PULL STRATEGY. 2017. [ONLINE]. Available through. :
<https://www.leadbi.com/push-pull-marketing-strategies/>.
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