Sainsbury's Marketing Fundamentals: Strategies and Analysis

This report provides an overview of Sainsbury's marketing fundamentals, focusing on the STP model (Segmentation, Targeting, and Positioning), the marketing mix (Product, Price, Place, Promotion), and Corporate Social Responsibility (CSR). It highlights Sainsbury's strategies for targeting customers, promoting products, and addressing social and environmental concerns. The report also details the company's introduction of a new vegan product line and its efforts to promote sustainability, reduce energy consumption, and ensure animal welfare. Sainsbury's aims to create awareness about the benefits of vegan products, build a strong customer base, and maintain a positive brand image while contributing to a healthier society and environment. The analysis emphasizes Sainsbury's commitment to delivering quality products, supporting communities, and fostering sustainable practices within the retail industry.

Marketing
Fundamentals

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY-.................................................................................................................................1
Blog-1..........................................................................................................................................2
Blog-2..........................................................................................................................................2
Blog-3..........................................................................................................................................3
Blog-4..........................................................................................................................................3
Blog-5..........................................................................................................................................4
Blog-6..........................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is the essence of growth of the business. When a business is planning to launch a
new product line, it is necessary to build strong strategies for its promotion. There are various
aspects of organisational function in which marketing holds a necessary role, as it helps in
deciding the market section for which the product could be generate. It also helps in analysing
the trends regarding the attributes and demands of the customer in the market which will allow
the business to alter their production activities. A good marketing structure will ensure the future
and prosperity of any business institution. This report is about very well know company
Sainsbury who is operating in providing various services, along with numbers of supermarkets
located in different parts of the country. It is featuring six differentiated blogs which will help in
identifying the marketing environment and how company can take necessary decisions for their
targeted audience in retail business.
MAIN BODY
The STP model is referred as the segmentation, targeting and positioning of the products and
the services. This model is used by the various business and the organisation so as to make it
easier to deliver their products in a segmented or divided market to the targeted customers. The
STP model is useful to create the marketing communication plans so as to help the marketers
prioritise their needs and wants according to the customers. The organisation should consider
various things into consideration so as to make effective targeting and positioning strategy. The
term STP consists of three different components namely segmentation, which refers to the
division of markets on the basis of products and services. The targeting refers to the evaluation
of potential and commercial attractiveness of each segments so as to select target the segment.
The last component is referred as the positioning which refers to the developing of detailed
product as well its positioning in the various market segments. The Sainsbury is having an
effective STP strategies so that it can make its functions and operations more easy for delivering
the best of its potential to the customers (Fengyi,2021). The Marketing mix is referred as the
various strategies and tactics that are opted by the business and the organisation so as to promote
their product in the market. The marketing mix is considered as an important part of the market
segment. The marketing mix consists of four components namely, product, price, place,
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promotion. Which are the relevant parts of this model. The product is referred as the commodity
which is purchased by the customers so as to satisfy their needs and wants. The price is referred
as the amount which the buyers are ready to pay son as to purchase the commodity. Place is the
component which states the geographical location in which the products will be delivered so as
to make it available for the market. The last and the most important activity is considered as the
promotion which is the advertising and selling of the products in an effective way so as to make
the customers aware about the product's quality and its features as well. The Sainsbury is a well-
known reputed company which is using various effective techniques so as to promote its goods
and services to the targeted customers (Newing, Hood, and Sterland,2020).
Blog-1
Our company Sainsbury is one of the famous supermarket chain in the country, which holds a
major part of market shares and provide a strong customer base to us. We believe in offering
such good quality of the goods and services to the customers at economical prices. This
establishment was started by John James Sainsbury in the year 1869, us headquarter is located in
London, United Kingdom. We deal in offering variety of product and services to the consumers
such as food products, clothing’s, etc. Our main objective is to delivery excellent product to
customer as well as assuring a better wealth for our stakeholders. We are trying to build a strong
network of our business entity in which Apart from this, company is also working in fulfilling its
moral obligation regarding the society and natural surrounding which will holding a good
identity to the company in the global market. Company's foremost concern is embrace
sustainability in its constitution of management, which is necessary to serve in better a way to
our ecosystem.
Blog-2
Corporate Social Responsibility is a framework which is used by any business entity so as to
achieve and accomplish its obligation towards the socio economic groups and environment. The
concept of CSR is identically essential for both society or a business organisation, because it
establish a healthy relation among the employees by keeping them connected in the long run.
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Sainsbury is focusing in attain the goal which will enhance and improve the commitment of the
company in relation to the safety of the people by providing optimum quality of product and
approving such activities in the firm which are beneficial for the environment. In the pandemic
situation, we have started various schemes and take such initiative for those people who have lost
their jobs and was unable to earn their livelihood due to various reasons. For the better
functioning of the stores, we are building such policies in the company which will support in
ensuring customer well while earning a good amount of profit. As everyone is aware about the
fact that various nation in the world facing the water related issues which needs a necessary
attention of each and every individual. Our company is trying to develop such infrastructure and
plan of action which will promote the water saving behaviour among their customers. On the
other hand, for bringing internal strength and serving the sense of team spirit among our
employees, company keeps on organising various programs in the company for the overall
development of the company.
Blog-3
Maximum number of people in the country prefer vegan food products. So our company is
planning to introduce a new product line for all such customers. The prime motto behind this
product launch is to inform people that vegetarian product can contribute in good health of the
customers. This will include varieties of innovative veggie food items such as banana blossom,
peeking no duck jack fruit, no lamb shawarma jackfruit, sweet and smoky BBQ jackfruit and
fishless fingers. It will support in supporting various health related issues like obesity, heart
problems, various other chronic diseases, etc.
Blog-4
In this blog we will discuss about the different feature and attributes of our vegan food product
line, which will help you to understand this concept in a better way. Sainsbury has done several
research which discloses many information regarding the advantages of organic food products.
Moreover, all the items in this new business line does not contain any animal derived ingredient
to support the sentiments of vegan customers. Such initiatives by the company will give rise to
usage of plant based product and encourage other individuals who are connected with our
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company in any way to plant more and more trees which will assist the safety of environment.
Company has taken all the safety measure while producing these goods without any wastage of
raw material which bring out the optimum utilisation of resources and increase the productivity
of the firm. Some people believe that healthy food are generally boring or less tasty but we do
not compromise with the taste of these vegan product and use such innovative techniques in the
production which will definitely fulfil the expectations of our vegetarian customers. We have
also added some heathy tips and diet with each packet of food product in order to keep consumer
motivated towards their health. Major significance of these product that it contains all the natural
ingredients which is necessary to keep ourselves healthy and fit.
Blog-5
COVID has caused a severe change in the usage of different energy resources of our company.
We have experienced shut down of our various stores and during this period there were no
activities related to consumption of energy. On the other side, it has been observed that wide
amount of fuel was being used by Sainsbury in order to supply products to the customers at
home. We are constructing various business campaigns to spread necessary information for the
safety of environment. We are also formulation and encouraging our work force to minimise the
use of plastic in carrying out different functions in the store. You all know that how these toxic
constituents can affect our surrounding and make it polluted. So, as leading company it is our
responsibility to fulfil all the duties towards the environment. Along with this, company want to
increase the animal safety among the people, and for this company has already taken the step by
launching vegan food product line. It is our moral responsibility to avoid such practices which
may harm and threat life of the animals who are living around us. We all know that eating such
food items which include high quantity of animal related ingredients could be dangerous for us
too, so our company is promoting save animal drive with our new establishment. With this
company will develop such rules in the company which assist this drive and give punishment to
those employees who will work against these policies in the firm.
Blog-6
The term sustainability is defined as the ability to maintain the healthy and favourable products
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and other things so that they cannot harm the environment. It is also referred as the avoidance of
reduction of various natural resources so as to maintain the ecological balance. The sustainability
is the societal goal of every firm, including ours too as our company is the well reputed
supermarket chain, we are focused to produce the goods and services which are environmental
friendly and also which can promote the environmental concern among the various customers of
the targeted market too. We are using the recycle policy and waste management system of our
supermarket chain is also being improved also with the period of time so that the sustainability
can also be promoted in an effective and efficient way. The Sainsbury is an organisation which is
focused on delivering the best of its values and services so as to satisfy the needs and wants of
the customers. The main objective of the company is to serve the customers and the environment
in the best possible way we can, so as to maintain the well-known reputed position in the UK
market.
CONCLUSION
From the above report it is concluded that Sainsbury s looking to develop such marketing
strategies in the promotion of its product which will create awareness among the people
regarding the benefits of consuming vegan products, instead of consuming those non- vegetarian
foods which may affect the health of people and also cause harm to the animals. Company is
looking to decide such market in which they can grow maximum range of customers for their
new product line, for this Sainsbury is focusing on constructing a good marketing plan of action.
One of the above mentioned blog also discuss about the corporate social responsibility of
Sainsbury, which will help the company is presenting a good image in front of the consumers
and also help in attaining the competitive advantages in opposition to existing rivals in the retail
industry.
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REFERENCES
Books and Journals:
Fengyi, Z., 2021. The Analysis of Asda-Sainsbury’s Merger/Acquisition. Journal of Finance
Research, 5(1), pp.1-6.
Faria, S. and Ferreira, P., 2021. From the 4 PS to 5 PS: prompt, a new element for the Marketing
mix: a specific analysis of the coffee market: the Portuguese market. In Eurasian
Business Perspectives (pp. 307-320). Springer, Cham.
Newing, A., Hood, N. and Sterland, I., 2020. Planning support systems for retail location
planning. In Handbook of Planning Support Science. Edward Elgar Publishing.
Boaitey, A. and Minegishi, K., 2020. Who are farm animal welfare conscious
consumers?. British Food Journal, 122(12), pp.3779-3796.
Thorlakson, T., 2018. A move beyond sustainability certification: The evolution of the chocolate
industry's sustainable sourcing practices. Business Strategy and the Environment, 27(8),
pp.1653-1665.
Yalley, A.A., 2022. Competitive marketing strategies of churches in Ghana: a theoretical
development. International Review on Public and Nonprofit Marketing, 19(1), pp.77-99.
Roddy, M., 2018. Promotional Marketing.
Ngugi, I.K., O'Sullivan, H. and Osman, H., 2020. Consumer Behaviour in Food and Healthy
Lifestyles: A Global Perspective. CABI.
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