Report on Marketing and Promotional Strategies of Sainsbury's Company

This report provides a detailed analysis of Sainsbury's marketing and promotional strategies. It begins with an introduction highlighting the importance of marketing in the retail sector, followed by an outline of the report's aims, objectives, and methodology. The main body delves into Sainsbury's marketing mix, including product, pricing, place, and promotion strategies, with a focus on competitive advantages and market segmentation. The report explores Sainsbury's background, marketing strategies, and impact analysis. It examines the company's competitive advantages, market segmentation, and promotional techniques, including the use of celebrity endorsements and loyalty programs. The report also covers the company's market entry strategies, particularly in the UK market. The report concludes with a discussion of the constraints and challenges faced by Sainsbury's in its marketing efforts. Overall, the report offers a comprehensive overview of Sainsbury's marketing approach, providing insights into its successes and challenges.

Business

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Aim..................................................................................................................................................3
Objective..........................................................................................................................................3
How objective will be achieved...................................................................................................4
Time scale....................................................................................................................................4
Brief background of topic............................................................................................................4
Background search.......................................................................................................................5
Marketing strategy.......................................................................................................................6
Impact analysis............................................................................................................................8
Constraints...................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing plan and promotion are essential part of any type of business in modern days
because there is no means of product or service range if it is not purchased or consumer by the
target audience. This would only happen by the effective marketing plan and promotion. This
will raise the consumer base and boost sale of the company. It successfully manages competitive
edge and generate unique selling proposition (Chaffe, 2017). It aid in creating awareness and
interest towards product in minds of target audience. The promotional plan or strategy refers as
tactics that needs to be executed with the help of marketing plan. The increase has been shown
towards respective product as well as services demand at high level. The effective strategy of
promotion combines of marketing mix that is product, price, place, promotion. This will resolve
in order to target audience for improving brand awareness. It is essential part due to company
can easily find out what is actual requirement or need of the consumer. This will develop
company product as a noticeable form by communicating and building healthy relation among
target audience. The chosen organisation in this report is Sainsbury. This is second super market
hub of retail, grocery in UK, founded in 1869 by the John James. The aim of this report brief
background of topic with search. The project report schedule phases into time scale. It consist of
marketing strategy along with impact analysis. The report covers topic constraint in detail in
order to gather useful information.
MAIN BODY
Aim
The ultimate aim, purpose and goal of this report is to investigate factors related with marketing
and promotional plan associated with company.
Objective
The aim of the research combines to be follow up activities of statement that covers ultimate
objective of project research.

Objective 1: To explore marketing strategy of chosen company along with background research.
Objective 2: To examine impact analysis along with constraints of marketing plan and
promotion.
How objective will be achieved
The objective of the research report can be achieved with the help of primary and
secondary research method. This will provide detail information of the research topic and aid in
fulfilling actual purpose and aim of the project (Chernev, 2020). Primary data is collected
directly in form of interview or questionnaire where as secondary research is based upon
someone else data collection that is done earlier for example books, journals, articles, magazines
etc. The first objective can be achieved by applying several theory such as competitive
advantage, marketing segmentation, market existence. Second objective of this report can be
achieved by analysing different aspects of business concept.
Time scale
Description of work Start and end dates
Task 1 Brief background of topic APRIL- MARCH
Task 2 Background search MARCH-MAY
Task 3 Marketing strategy MAY- SEP
Task 4 Impact analysis SEP- OCT
Task 5 Constraints OCT-DEC
Brief background of topic
The topic in this report is marketing plan and promotion, it is important to analyse
appropriate marketing plan and promotion because it is directly linked with the brand name and
its profitability (Dubey, 2019). The marketing plan covers detail assessment of target market,
buyer personas, marketing objective and performance, pricing strategy, distribution strategy,

promotional strategy. The example of promotional strategies such as blogging, social media, TV,
radio etc. The whole marketing plan is evolved around product, price, place, promotion etc. The
ultimate aim of marketing plan to develop more interest towards company product. The chosen
company is Sainsbury in this report (Juska, 2017). This is one of the leading company of UK that
effectively work upon its effective marketing plan and promotional strategy so that maximum
target audience will purchase its retail and grocery item rather than its competitors. This is
discuss in detail in next report segment.
Background search
According to the views of (Fine, 2017) Sainsbury marketing mix covers overall analyses in
order to improve its brand name of the company that details combines of product, price, place
and promotion type of strategies. It is will consist of Sainsbury marketing strategy as it is
associated with several techniques of goods and services in terms of improvement, marketing
speculation, consumer experience etc. This will aid in raising brand image at high level by
improving performance of Sainsbury. The purpose of marketing strategy aid Sainsbury business
objective, goals within structure of marketing mix that define strategy of marketing mix.
Product strategy- In product strategy of Sainsbury, it deliver variety of offerings to their target
consumer. It will focus upon innovation as well as quality management. This will concern in
order to develop new product range as well as improving current range of goods. Company has
generated own 2 format that known as super market along with local store with convenience that
involve more than 30000 range goods offerings. They mainly focus to deliver about 20 % of
their own brand that considered other than basic types of items such as toiletries, food, stationery
that involve-different taste range with premium quality offers that may covers very bakery type
of product as well as ready to eat meals. The organic offerings involves food product range that
will determine natural flavours. Good at optimum range, consist of food range through low fat in
order to build more health conscious type of consumer. Freeform offerings that will cover more
allergic type of gluten, wheat or diary. Range of clothing items and home collection, kitchen and
furnishing item. Along with this Sainsbury optimally utilised biodegradable packaging through
potatoes as well as label with reference to organic terms of fruits in manner of biodegradable.
Pricing strategy- The Sainsbury pricing strategy is depend on delivering value for money that
determine optimum quality of product range by facilitating good number of consumer retention.
This will covers all pricing strategy with competitive edge as it leads to gain market share for

short period of time. Here company utilise optimum price discrimination strategy according to
the positioning of the product that generally covers premium position in pricing that covers high
end market. The overall range with respect of basic to kinds are terms as low to excellent quality
range of price. This will deliver value for money while covering pricing strategy in Sainsbury
marketing mix. Place and distribution strategy-Company covers about 598 supermarket as
well as 714 convenience store through which they executed their services across the globe.
Apart from this Sainsbury also deliver home based services that can place online through social
media or website itself. In starting face they manage their own channel of distribution after that
they diversified contact in form of specialist DHL, NFT etc. In current situation most of the
regional distribution store consist of 13 RDCS and 2 national. The store of frozen category food
has two store house. Promotional & advertisement strategy- Sainsbury is very effective at
promotional strategy as it easily influence consumer attention in order to build brand name of
company. They use celebrity fame name David Beckham’s celebrity that will endorsement
overall sponsorship towards London Games. They utilise big form of broadcast with channel of
media for example TV, radio in order to build up its strong corporate image. Company also focus
to utilise overall sales promotion in the data base so that company can easily manage through
marketing and packaging. In current assessment they develop own marketing campaign that goes
very successful that boost the sale such as Live well for less. Through this Sainsbury enhance the
level of sale and develop its consumer loyalty while opening nectar card in order to boost points
with respect of each purchase of sale in their store. The points can be redeemed in format of
purchase. Here cards aids in Sainsbury in order to build up high and loyal base of consumer. As
a result it delivers variety of offers to generate interest in minds of consumer base. The company
also deliver active voucher kind of scheme in terms of Active kinds that collect redeemed sports
items equipments associated with sport club. This will promote good image of company at
greater context in mind of target audience. That is why Sainsbury easily communicate its
services in terms of environmental responsibility.
Marketing strategy
Sainsbury is global level company that completely focus upon operating its business at high
level of expansion of business market in other parts of country also (Katz, 2018). Here company
aims towards improving its marketing entry strategy so that it can successfully established its

brand name in other market segment. Some main market entry strategy of Sainsbury are mention
below-
Competitive advantage- The competitive advantage is mainly known as organisation
optimum good and services for making best service delivery as compare to competitors. This
will generate more productive options so that more sales will be determine through superior form
of margin to build strong image as compare to competitors (Pride and et.al., 2017). This is one of
the best strategy through which Sainsbury can develop global market entry as this will outline
overall attributes with competitive advantage by ensuring best performance as compare to its
competitors. Here are some competitive advantage strategy that is adopted by Sainsbury that is
mention below-
 Sainsbury's is action up performance to improve its application with worth looking for
consumers by begin additional opening price aim possess trade name and importance cost
decrease from side to side its value Lockdown movement (Roddy, 2018). The charge
Lockdowns, determined on high quantity class, are considered to construct Sainsbury's
worth permit, with advertising administration characteristic appearance to increase client
faith in cost and constrain shopping regularity. At similar time Sainsbury's determination
bound the figure of promotions it run.
 Sainsbury's force more on rising incremental sale of fresh and limited brands, like Future
Brands series of position brands. This series has now attain more sale. This action spirit
be balance by a impel to terminate the reassess of its entire variety plummeting its SKU
tally, grind prices plus rising quantity by improved bring into line goods with client
undertaking. Sainsbury's is also eager to expand group chance, with loveliness, wellness
better foodservice by now presentation assure as fresh step drivers that contain a wider
halo result on the transaction of recognized group.
 Sainsbury's will spend in its store to get better client agreement. Fresh expertise will be
enter to increase shop principles, for occurrence by mechanize in-store procedure, release
up employees moment in time to centre on client service. 250 supermarket plus 200
expediency stores will obtain savings this time, which will be under attack at region that
clients care mainly in relation to.

 Sainsbury's will also develop its shop land, opening new kind of stores in several kind of
department in most of the international country to expand its business operation. By
means of less centre on fresh provisions, Sainsbury's will revolve its concentration to
slighter scale savings at live stores to improve their application with narrow shopper. A
fresh aim has also been put to decrease expenses, by carry its commerce faster jointly.
 Nectar will contain a greater position in Sainsbury's prospect. A digitised Nectar plan is
in relation to begin subsequent wide-ranging. This unlock the likelihood of site specific
customised advertisement as clients move approximately a shop, produce fresh chance
for contractor. Sainsbury's is as well refocusing its invest business, drag out mortgage
marketplace plus in its place intent on easy, mobile-led monetary merchandise.
 Subsequent reserves in its digital stage and ability, Sainsbury's will at the present put
together its corporal and digital stage additional completely to create its sum scheme
easier for clients to contact. Example of this is linked hunt, creation goods crossways
Sainsbury's and Argos discoverable from side to side Google and Alexa clients after that
intelligent to construct a sole hamper and advantage from supple completion alternative.
Market segmentation-The elements of segmentation in Sainsbury involve elements involve
demographic type of variables (Sarmento, 2018). The company focus upon segmentation on
basis of its demographic elements like age, sex, family size, family life cycle, education, income,
occupation, nationality, religion, race etc. Sainsbury is also terms as segment into market as per
psychographic elements. This will provide more value to company and result in more beneficial
advantage in order to improve best service for consumer and optimising best kind of resources.
Market existence- The current existence of Sainsbury market is very strong in parts of UK.
In current scenario it successfully capture more 16 % market capture in UK retail. Their existing
and current share of market leads to cover more market share in product range offerings which
has more high advance level of profits in emergent years.
Impact analysis
The impact analysis marketing plan and promotion of Sainsbury covers main aspect of
business that is mention below-
Employees- The employees has highly gets impacted with the business performance of
company (Schlee, 2017). In context of Sainsbury they are one of the top most leading company
that focus to deliver more value to employee as they are only one who directly deal with

consumer and operates business operations. Employee can make business on top or else it can
reduce company brand image in front of mass audience. That is why company regularly inspect
and introduce more positive healthy programme in order to build good relation of management
with respect to employee and employer (Sharp, 2017). The company also make sure that all
employees are taking actively participating in decision making so that all marketing plan and
promotional techniques will execute properly. Employees also delivers superior level of service
to target large number of audience.
Environment- Sainsbury is using environmental resources for developing more profits of
company. That is why it is their responsibility for taking more care about environmental aspect
that is using more products that is environment friendly. This will reduce number of waste that
may contains with the business process of Sainsbury (Tripathi, 2018). The company is very
committed with the decreasing the overall impact of environment upon its business activity so
that they can assist their consumer with more effect of sustainable. They mainly believe upon
reducing efforts of carbon in its operations by utilising more efforts of operation as well as
technology so that maximum energy of business can be saved in efficiency manner as well as in
proper way. It also acknowledge the level of consumer in order to decrease the level of food
waste. By looking towards more environment aspect company can update its high profile brand
image in front of local and global consumer.
Society- In social factor that impact Sainsbury are need to be analyse. At present, customer
aspires to buy most of the item from the super market store with reference to restricted retail
provisions as this will deliver variety of range under only one type of roof. This will super
market and they focus to features this with special programmes with reference to consumer that
contains of inexpensive profit (Umar, 2018). This will direct gets maximum benefits to the target
consumer with number of discount. It will leads to covers more satisfaction level of consumer
that considered saving bucks. Now days in societal change has been shift towards in digital form
as people prefer to buy online that is why Sainsbury focus to improving channels of online
marketing and promotion to target consumer.
Constraints
In marketing plan and promotion, Sainsbury has some sort of constraint in business that is
mention below-

Arranging of finance- While entering into the new markets Sainsbury, it required
appropriate number of finance. Company is leading one so it is easy for them to raise funds but
they also found some difficulty in managing proper funds at optimum level so that all the
activities will be execute at specific time.
Finding location-Location also act as very crucial constraints, they have to decide which
are or specific location of business will turn around more profitable and performance. For this
they must check their feasible analysis in order to find most suitable location for business. In
modern days online channel is best form of location to present more product and services.
Government approval-The government approval is biggest constraint that Sainsbury face
as it is not necessary that their relation with government not much healthy and positive as
compare to UK (Vasile and et.al., 2018). That is why company may found some difficulty while
operating or executing in other country. For successful marketing plan and promotional strategy
they need approval from the government such as licensing etc.
Resistance from local business-Resistance from local market create more level of high
competition but not that much affect the profitability of company as company has strong
effective marketing campaign that major portion coverage in marketplace. But company can
convert this into its strength by partnership with them and jointly work together in order to raise
overall profitability of company in other parts of world.
Resistance from local people- Yes it may act as hindrance as Sainsbury need to understand
local people preference before entering into new markets (Zarrabi and et.al., 2017). Also
employee must be hired as local level so that business operation will operates easily while
building connection with company and people that will boost actual sale percentage. If company
successfully manage this aspect then it also effective established its brand name in front of local
to global market consumer.
CONCLUSION
From the above report it has been conclude that company is at leading position while
communicating actual marketing plan and promotional strategy. The competitive advantage is
one of the best strategy that is adopted by company while entering into the marketing strategy in
other parts of world. Market segmentation and existence is very moderate as compare to detail

analyses that focus upon demographics elements. The impact analysis of company has capture
major section that is employee, environment and society. Company try to deliver more value to
these section so that it will improve the chance of improvement band business profitability. Main
constraint faced by the company out of all that is government approval, finding location,
arranging finance. These are the biggest types of constraint that impact upon business
profitability ratio. The promotional strategy also plays major role to become this company
leading one as company focus upon digital form of promotion through social media as lots of
active consumer can connect with brand name of the company.

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