Sainsbury's Marketing Management: Branding, STP, and 7Ps Analysis

This report provides a comprehensive analysis of Sainsbury's marketing management strategies, focusing on its branding approach, STP (Segmentation, Targeting, Positioning) model, and the 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence). It examines how Sainsbury's positions its brand in the market, segments its customer base, and targets specific demographics. The report also details the company's product offerings, pricing strategies, distribution channels, promotional activities, customer service, operational processes, and the impact of physical evidence on customer experience. The analysis highlights Sainsbury's commitment to quality, value, and customer satisfaction, as well as its efforts to adapt to changing market trends and leverage online platforms for enhanced reach and profitability. Desklib offers a wide range of similar marketing reports and solved assignments for students.

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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. BRANDING STRATEGY OF SAINSBURY.........................................................................3
2. STP MODEL FOR SAINSBURY...........................................................................................4
New Marketing plan of Sainsbury...............................................................................................8
The Marketing Mix.....................................................................................................................8
Customer driven strategy (STPD)..............................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
In this report of marketing management a comprehensive discussion of the existing
branding strategy of the organization will be illustrated. Also, company's strategy regarding how
they are positioning the brand in the market will be mentioned with the help of STP model
(segmentation, targeting, marketing). Further, the detailed marketing mix with 7 Ps such as
product, price, promotion, place, people, process and physical evidence will be elaborated. At
last an impactful marketing strategy for the company will be mentioned keeping the
technological aspect of marketing highlighted (Consuegra and Ovalle, 2019).
For this purpose company taken is Sainsbury, it is a UK based second largest chain of
supermarkets also providing banking services in the country, operating both online and offline
stores. It is operating since last 153 years, with its prime focus on providing great quality &
delicious food at competitive prices. The online supporting brand of sainsburry are Argos, Tu,
Habitat, Nectar.
MAIN BODY
1. BRANDING STRATEGY OF SAINSBURY
Sainsbury plc. Is the one of the oldest super market chains in UK. It started as a
partnership between John sainsburry and his wife Mary Ann. Initially it was afresh food
merchant and later started selling packaged food products. The largest sainsburry store has 23000
products with 40% having Sainsbury's logo. Currently there are 440 store of the company.
Sainsbury's mission is to provide superior quality services to consumers and also increase return
on investment for investors (Dogu and Albayrak, 2018).
Sainsbury's branding strategy is to carry forward and strengthen the strong brand image
and reputation, and keeping up with the innovation, quality, range and value for money products
that it has been known for, and making shopping convenient for the customer. The branding
strategy of sainsburry is clear and precise, it focuses on food first, clear priority is to stand on
strong brand image and innovating new food products which derive great values to customer and
company both. It should become a place where customer puts their trust when it comes to food
quality and prices. A brand that delivers, refocusing the importance of supporting brands like
Argos, Tu, Nectar, Habitat and constantly working on improving their marketing techniques and
becoming a sustainable and profitable business. Save to invest, strategically lower working
capital and operating costs to put emphasize on core food business to deliver good return on

investment to the stakeholders. Branding using online platforms which reduces the cost and
increases the reach to the target market. Establishing better connections with the customer by
improving after sales touch points, services, serving their expectations, targeting multiple
segments in order to lookout for customers in different groups (Donthu and et.al., 2021).
Adapting trending marketing strategy to improve customer base and build good profits for the
organization. Understanding the corporate social responsibility and having sustainable innovative
approaches of working, as this helps to connect with customers on high moral grounds, makes a
company more respectable and improves visibility.
2. STP MODEL FOR SAINSBURY
Segmentation: It consists of identifying basis of segmentation of the market and determining
vital characteristics of each segment created. For sainsburry which is involved in supermarket
providing retail products to customers, it is important to know the customer behaviour, patterns
and underlying motivation. As customers always have distinctive needs, preference and mindset
even though they shop from the same retail outlet. The Sainsbury segments the market in 6
different key groups, they identify each shopper as here we go again, family feeder, on the go,
variety seeker, healthy & natural, gourmet focus. Company also segments on the basis of
demographic, geographic, physiographic, and behavioural. Demographic segment is based on
personal attributes such as age, ethnicity education, sexuality, gender and occupation.
Geographic segment is based on sate, neighbourhood, city, country, state, region etc.
physiographic segment depends on personality, lifestyle, risk aversion and values. Behavioural
segment is based on how people use products, the feature and benefits they are expecting and
their loyalty towards the company (Fengyi, 2021). After determining the basis for segmentation
now company defines characteristics of each segment. Sainsbury looks at each segment and
identify its characteristics such as based on age, younger generations demand for packaged fast
food and elder people's demand for healthy & nutritional food. Based on income group,
economic class' focus on price and luxury class' quality oriented demand.
Targeting: This analyses commercial and potential attractiveness of each segment, and selects
various segments benefiting the organization. After the completion of segmentation process,
targeting process determines the attractiveness lies in each segment. For Sainsbury's potential
attractiveness lies majorly in demographies as age group remains an important factor here,
majority of super market consumers lies between the age group of 24 to 35 and further between

35 and 50. Here dominant gender of buyer is female. Under Family units mothers are target
group of sainsbury (Lahtinen, and et.al., 2020). Therefore, sainsburry majorly focuses on
younger people as the attractiveness is their foot fall in the physical stores and liking towards
online services. Various other targeting strategies followed by the company are concentrated
targeting, undifferentiated targetting and selective targeting. Sainsbury tries to target quality
oriented market therefore providing pricing medium to low. By this they try to target almost both
income group people as it keeps quality at affordable prices.
Positioning: It develops a detailed product or service positioning for selected market segments
and develops a marketing mix plan for each such selected segment. The company's positioning
technique is to identify each segments' demand and satisfying the same. Sainsbury chooses
various positioning methods for the consumers such as functional positioning, symbolic
positioning, price positioning, experiential positioning, multi segment positioning. Functional
positioning includes enhanced functionality and higher quality goods. This requires to have cost
addition therefore it is meant for higher income group people. Symbolic positioning has very
narrow segment as it serves products having some values or agenda attached to it, such as
sustainability etc. With price positioning company tries to attract customers who are price
sensitive. Multi segment positioning attracts customer having different expectations from the
same products. Sainsbury adapts a combination of all these positioning techniques to ensure
satisfaction of various segments of the market (Lim, 2021). Positioning of products or services in
order to attract the target market is crucial for an organization. Products should be built and
presented in such a manner that it attracts and occupies the mind of the customer and creates an
urge to buy the product. e.g. Sainsbury's various products are just female oriented which caters to
the need of female segments, some products are made to appeal only younger customers and
satisfying their needs and also positioning of products to the online buyers to fulfil their
satisfaction.
3. MARKETING MIX 7 Ps
It is the combination of various factors which can be controlled by the organization to
influence customers to purchase the products or avail the services. 7 Ps of marketing mix are as
follows.
Product: In marketing product is the king of the entire process. Sainsbury has a large offering
for the consumers under the product strategy of marketing mix. For any company product and

satisfaction it gives to the customer remains the very first priority. Therefore, it is important to
maintain the good quality of the product. Apart from focusing on quality management and
innovation, sainsbury also focuses on enhancing the existing products and developing new ones.
Sainsbury runs in two formats, supermarkets and convenience stores providing more than 30000
products of which 20% are from the home brand only. Range of products includes food,
stationery, bakery products, toiletries, ready to eat items, organic food, TU- clothing line, kitchen
products, furnishings, home collections and also provides banking services (Mende and et.al.,
2019).
Price: Sainsbury's pricing strategy focuses on providing “the value for money” goods and
services to its customers, and it also maintains the quality of goods and services for the customer
retention. Priority is given to offering competitive prices to the customers, it uses price
discrimination policy for the positioning of the products. Sainsbury tries to keep the prices at
such point where it derives profits and customer satisfaction both. The kids related products are
maintained at good quality and low prices resulting in value for money goods. And offers
premium prices for high end market and such pricing policy maintains a good balance of
revenues and working capital. The annual revenue of sainsbury is around $25 billion.
Place: It refers to the place where products, services are sold, seen and distributed. Visibility of
products is important for the sales therefore, Sainsbury has around 500 super markets and around
700 convenience stores, and some store operates on 24×7 basis, some are open till mid nights.
And it also provides home delivery of products, an online website where customers can place
orders and order can be placed via phone call. In order to maintain a good supply chain
management of its products and services, It has outsourced its distribution (supply chain) to the
specialists like NFT, DHL etc. currently it has around 13 regional distribution centres and 2 cold
storage warehouses (Pandita, 2021).
Promotion: It is the communication of the products and services the brand provides to the
customers. It is also known as the advertising strategy. Sainsbury uses the BTL which is below
the line and ATL which is above the line, promotional strategies to bring customer's attention
and strengthen the brand name. In ATL it uses televisions, radios and broad cast media to
communicate, in BTL it uses packaging, database marketing and sales promotions. Currently it's
slogan is “helping everyone eat better” (Vlačić and et.al., 2021). It also has a loyalty program
which provides point to the customer when they shop from sainsbury known as “nectar reward

card”, such points can be redeemed when customers shop next time. It helps build a strong
database of the customer. Also, whenever it launches a new product, focus on packaging,
branding, and advertising in order to reach the target customers.
People: Everyone who is directly or indirectly connected or involved in the business of the
company. At sainsbury, there is a good mix of professionals and well-trained staff who
understands the sensitivity of customer's behaviour. It involves staff involved in designing,
marketing, distributing, manufacturing, selling, after sales service or anyone who represents the
company therefore, it is important that each person performs jobs in Sainsbury's interest, for
fulfilment of the organization's goals. New employees are given training in order to satisfy the
customers and keeping their approaches customer oriented (Parmer and et.al., 2021). There is a
structured process of hiring and it has come up with craft skill apprenticeship for fishmongers
and bakers. Hence, efficiency and sensitivity in customer service is taken care of at every level of
the sainsbury.
Process: delivering the products and services to the target market is known as th process. At
sainsbury this process is duly maintained by making sure a seamless delivery, availability of
products to the customers. The company has made its online shopping very easy and
approachable by starting click and collect services. Placing sainsbury stores at a prime and
convenient locations so that customers can have an easy and comfortable shopping experience is
the good strategy for ensuring smooth experience of consumers. Further, providing good online
shopping experience with fast delivery has helped company improve its process.
Physical evidence: It is the customer's experience along with their journey with the company,
from the very starting when they came to know about the brand and later when they buy the
products & services and beyond that. Physical evidence is more than a proof or evidence of
purchase. Branding, website, social media, logo, store's ambience, packaging of product, and
thank you email post purchasing, all these things make for the visibility, reliability and
legitimacy of the company. Keeping customers in touch by sending them festival greeting
messages, offers and discount mails, product launch updates etc. improves the visibility and
brand image of the company. Sainsbury uses a great physical evidence strategy for marketing. It
does everything to improve the shopping experience of the customer. It sends thank you message
each time a customer shops using online or offline stores (Vinuales and et.al., 2019).

New Marketing plan of Sainsbury
Aim: to satisfy large numbers of the potential customers of the association
SMART objective:
specific: the objective of the association is to boost the sale of the company and enhance the
marketing share with the utilization of technology.
Measuring: to enhance the revenue by 20% the end of the year
Achievable: to accomplish the goal of the organization utilized the technology for marketing
Realistic: the organization generate the presences on the online platform and hire new
candidate.
Time bond: in the last month of the year the organization will obtain the outcomes.
Background
Sainsbury is one of the leading company which is obtaining higher profit from the marketplace
but in current period the organization is facing certain issue regarding the marketing as the
competition is increasing. In context to that the organization willing to enhance the marketing
with the utilization of the technology (Martínez-López, and et.al., 2020) . It is important to have
adequate marketing plan for attracting large numbers of customers in effective as well as
efficient manner. With the assistance of the marketing the organization improve the presence of
domestic as well as international marketplace. For that the Sainsbury will utilize the digital
platform as the large numbers of the people are depend on the technology. The potential
customers for and take decision on the basis of the reviews and content delivered on the
technological platform. Due to that the company will improve the performance of the
association. With the utilization of platform it brings the effectiveness in the company and it
allows the organization to improve the scale of the growth. Due to that the company is able to
determine the performance of the employees and focus on their employability.
The Marketing Mix
The marketing mix is the one of the effective tool that deliver assistance in improving the
quality of the productivity. In context to that the organization improve the marketing of the
company and bring the innovation in the marketing element which the organization consider for
the further effectiveness (Kim, and Moon, 2021) .
Seven P's of marketing mix will use by Sainsbury.

Product(P): the organization is renowned for the best services and productivity but the company
has the opportunity to improve in adequate manner. The organization delivers huge range of the
commodity and services which includes grocery or household product such as eatable products
like juice, chocolate coffee, dessert etc. as per the taste and preferences of individual person. In
order to bring the changes the organization will launch new products that will includes new
variety of cloths in adequate manner. Furthermore, the organization improve the quality of the
commodity which the organization is offering to the customer in order to deliver better
experiences to them (Parsons, and Lepkowska-White,2018) .
Price(P): the organization improve the pricing strategy in order to deliver the satisfaction and
attract them toward the production of the company. With the assistance of good pricing strategy
the organization is able to build the trust of the consumer and deliver transparency in an
appropriate manner. In the new marketing plan the organization wish to offer the low prices of
the commodity. Along with that the company focus on the production for reducing the
manufacturing cost and expenses of the company. With the assistance of that the company is
able to deliver adequate pricing to the customer which sis affordable by each income group
people. Although the pricing and discount strategy of the organization is depend on the buying
capability of the individual person. The organization provides heavy offers and discount on bulk
shopping.
Place(P): the organization is having lots of supermarkets already which are approx 500 and
around 700 convenience stores due to which the organization is able to satisfy large numbers of
customers. Also, the organization provide the facility of home delivery services to the large
numbers of the customer in order to provide comfortability and flexibility. The organization
consist of two stores which includes online as well as offline (Hanaysha, Shaikh,. and Alzoubi,
2021) . The organization will improve and provide the internet shopping facilities to the variety
of the customers in which the individual person has option of Selling wide range of the product
in order to meet their needs in adequate manner. Due to which the organization collect positive
revert from the customers and generate more revenue as compare to the previous year. With the
online or internet services the organization is able to address the guidelines of the covid 19 and
maintain social distancing for good health of customers.
Promotion: Tesco is having high value in the domestic as well as international marketplace due
to the marketing. The organization utilized various platform for increasing the presences in

order to increase the awareness among the people in an appropriate manner. The organization
will promote the product and services on the digital platforms that includes Facebook,Instagram,
Pinterest snap chat etc. for increasing the productivity of the company in adequate manner. With
the assistance of the platform the organization will make sure that the company deliver the
relevant content on the internet and acknowledging the people with the services of the
organization or not. With the utilization of this platform the Sainsbury deliver the knowledge and
information about the discount, offers, bonuses, vouchers. It will help in developing the interest
of the individual person in the production of the organization (Pavlenchyk, and et.al.,2021) . For
promoting the business the organization will also provide the online payment services to the
large numbers of customers.
People: for increasing the customer experiences the organization will hire the new candidate and
the employees that will contribute their skills and knowledge in effective as well as efficient
manner. In order to increase the customer experience the organization will provide training and
development program to the workers that boost their capability and increase their knowledge for
accomplishing the goal of the company in an appropriate manner. In order to deliver values in
the marketplace to the customer the manger of the association will provide feedbacks to the
workers according to their performance and efforts they make for the welfare of the organization.
Due to that the organization is able to improve the image of the company in international market
an attract the large numbers of the customer in adequate manner (Al Badi, 2018).
Process: along with that the organization smother the process of the company as it deliver values
to the customer and increase the customer experiences in effective as well as efficient manner.
With the utilization of the technology the organization deliver the direction to the workers in
which the individual person need to perform the task in order to accomplish the objective of the
company in short period. With the assistance of the technology the organization allow the
consumer to track their orders and discuss the issues which the consumer or employees is facing
regarding the productivity of the company. Moreover, due to that the company is able to offer
the fast and sanctification services to the consumer and boost the productivity of the company.
Along with that the company improve the delivery or shipping services.
Packaging: for improving the marketing value the organization improve the packaging.
Previously the organization used the plastic for packaging of good and services but now the
organization is planning to avoid the utilization of the plastic in order to save the environment.

For the packaging the organization will utilize the cardboard or the eco friendly packaging
product. It will deliver assistance in attracting the large numbers of the customers as the people
are becoming conscious about the environment and willing top contribute in social
responsibility(Nurendah, and Rainanto, 2019) . The packaging of the product will consist of
valuable information for acknowledged the customer with the products. Furthermore, the
organization will change the design of the product and services. The labelling of the product will
be proper as per the preferences of the customer and will be eye catching. With the assistance of
marketing the organization introduce the products design to the buyers in order to encourage
them in adequate manner.
Customer driven strategy (STPD)
it is one of the effective strategy which the organization will utilize in order to increase the
satisfaction of the customer and accomplish the goal of the company in an appropriate manner.
With the assistance of that the organization is able to target the customer as well as market in
effective as well efficient manner. With the assistance of the of these plans of action the
organization is able to build the trust of customer and help in delivering the transparency. The
company also collect the feedbacks from the large numbers of the customers in adequate manner.
Segmentation: in the current period then organization will target all the variety of the customers
in adequate manner. The company target all the age group people in order to deliver the best
quality and standard product to the consumer and improve the efficiency of the association
(Asdiand Putra, 2020). The organization will develop the product on the basis of the age group,
gender preferences, capability of individual person, professionals and education. With the
assistance of that the organization will offer the right product to the right buyers and meet their
demands and needs effectively. The organization will deliver to every age group people and
provide opportunity to choose the suitable product.
Targeting : the organization will locate the potential customer and target them as per their
willingness of buying the product and services. The organization will focus on the middle
income group and offer them affordable product services to the customers. The targeting
customer of the organization have capability to acquire the product and services of the company
in order to satisfy their needs in adequate manner. Mostly the targeted customer of the
organization are engaged on the internet and willing to buy the product from the online stores.
On the name of targeting the organization will avoid any kind of discrimination or behaviour

which will affect the individual preferences or personality in a negative manner (Ryńca,and
Ziaeian, 2021) .
Positioning: the organization is having high positioning in various marketplace as the company
provide the best quality product to the various customer and deliver values to them. In the
international marketplace the company is having high competition as the people as competitors
keep innovating the products and bring the creativity in adequate manner.
Differentiation: for satisfying the large numbers of the customers the organization will bring
more alternative option in the marketplace as per the choice and preferences of the buyers. The
organization will deliver the valuable product which are innovative or unique then competitors.
With the assistance of marketing the organization attract the customers. Due to that the company
is able to improve the image of the brand in the domestic as well as international marketplace.
The Sainsbury will bring the changes in the commodity in context to address the changes in the
buying preferences of the buyers(Thwala, and Slabbert, 2018).
CONCLUSION
from the above report it will be concluded that the Sainsbury is leading the domestic as well as
international marketplace. Along with that the organization is providing values to the consumer
by offering wide range of product and services. The presented report indicated that the
organization provide the commodity and services as per the requirement or taste and preferences
of the customers. In context to that the study elaborated the previous marketing strategy and
STP of the organization in order to survive and success in the marketplace. Latheron
organization realized for increasing the productivity and profitably of the company the
organization ned to improve the marketing of the company as well as utilized more technology
for attracting the customers for the positiveness. In context to that the above report mentioned
the new marketing plan of the company which is different from the previous marketing mix., the
new marketing mix is more effective as it includes new promotional strategy and technological
platform because the large numbers of the customer is depend on the technology. With the
assistance of marketing mix the organization is able to increase the market shares of the
company and boosts the profitability as well as production of the association in adequate
manner.