Report: Analyzing Sainsbury's Marketing Strategy, Past and Present

This report provides a comprehensive analysis of Sainsbury's marketing strategies, evaluating its evolution from a bricks-and-mortar retailer to its current standing in the UK market. The report begins with an introduction to marketing and its importance, followed by a literature review that explores various perspectives on marketing strategy, including customer-centric approaches and value-based marketing. The core of the report critically evaluates Sainsbury's past and present marketing strategies, examining its company heritage, strategic perspective, core values, product offerings, and key historical events. It assesses the current strategy, including performance indicators and market and competitor analysis, particularly focusing on the challenges posed by competitors like Tesco and ASDA. The report then proposes potential marketing strategies for the future, incorporating insights from the literature review to suggest how Sainsbury's can maintain its competitive edge and adapt to changing market dynamics and customer needs. The report concludes by summarizing the key findings and recommendations, offering a holistic view of Sainsbury's marketing performance and future prospects.

Marketing strategy

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
LITERATURE REVIEW ...............................................................................................................3
Key perspective on marketing strategy.......................................................................................3
CRITICALLY EVALUATE A RETAILER PAST AND CURRENT MARKETING
STRATEGY WHICH STARTED LIFE AS A BRICKS AND MORTAR PLAYER....................6
Company heritage and History ..................................................................................................6
Strategic perspective...................................................................................................................6
Core values .................................................................................................................................6
Core products or services ...........................................................................................................7
Time Line and Critical events in History of Sainsbury ..............................................................7
An Evaluation of Current strategy .............................................................................................7
Current performance indicator ...................................................................................................7
Market and competitor analysis .................................................................................................7
PART 2............................................................................................................................................8
1. Marketing strategies for the future ........................................................................................8
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is considered to be as crucial business activity. Success and growth of an
enterprise is completely based on the performance of marketing team. Promotional activities
supports an organisation in accomplishing desired marketing as well as business objectives.
Marketing can be defined as an action of promoting as well as selling goods or services. It
involves different activities such as selling, advertising, distribution etc. Main purpose of
marketing activities by an enterprise is to inform people about new products or services. Other
main objective of marketing activities by an enterprise is to identify and cater the needs of people
which is very much crucial for smooth functioning of business. Development of an effective
marketing strategy in order to accomplish desired objectives. It is required by manager in an
organisation to involve all marketing mix in promotional plan, it will support business entities in
accomplishing desired outcomes. An effective marketing strategy help firm in gaining
competitive advantage.
The purpose of report is to analyse the marketing strategies adopted by Sainsbury. It also
has emphasizes on measuring the effectiveness of promotional strategies adopted by business
entity. Report will include some alternative strategies which can be adopted by an enterprise for
accomplishing desired marketing objectives.
PART 1
LITERATURE REVIEW
Key perspective on marketing strategy
According to Agrawal, Singh and Murtaza, (2015) marketing is the big concept and long
lasting effects on the development. There is a narrow perspective of marketing emphasizes the
simple intent of a company to tailor of a company which is a unique product offering ton fit the
specific needs of a given customers market. Overall, it brings the best outcome and long lasting
result goals. Narrow perspective can also be described as a condensed view of the broader
marketing perspective. In current times company has been using marketing plan to develop
effective objectives, strategies and tactics that define the intent, approach and specific steps to
marketing. The narrow perspective is more general and concepts oriented. This perspective has
based on general and concept oriented. This concept generally focused on brand awareness
strategies, that helps in promotional plans and tactics which lay out specific techniques and
media for advertising and communication.

According to Baker, (2014) marketing strategies are the plans or systematic approach in
order to meet out the customer satisfaction and results goals in order to meet out the satisfaction
results. Basically, marketing strategy is based on identifying the target customer needs and
interest in a clearly defined product market in order to develop the customer satisfaction and
focused towards the company. Sainsbury's must need to set up their target customers in order to
set the long lasting results goals and best outcome results and growth. Sometimes due to to not
accepting current trend of the market and customer needs. Company fails to get the enough
attraction level of the customers. It affects the long term market and give the best outcome
results and growth. There are so many marketing perspective in which company make their
marketing planning or decision making approach. Such as Product and distribution, pricing and
promotions, target market etc.
As per the Barile and et.al., (2016) Value based marketing perspective where company
considered the customer value and their moral ethics on which company needs to make product
or services. Such as Sainsbury's make products or services as per the behalf of making good
achievements and goals. In this approach company shifts from product centric to a customer
centric one. Value based marketing follows the social responsibility, business Alliances,
customers values in order to keep the market positioning more sustaining.
As per the Chkanikova and Lehner, (2015), it has been critically evaluated that marketing
also can affect the company in negative manner in terms of making low affective work goals and
objectives and make the best outcomes and goals. Customer values based strategies is
discovering what customers value.
This affect the better goal and better servicing in more appropriate manner. Overall, it
affects the best and effective management skills in order to meet out the competitive scenario of
the market. Clark and Wójcik, eds., (2018)Another concept or perspective of the marketing is
that define the philosophical movements where there are cultural tendencies of inherent
suspicious towards a global culture. This concept has been based on advertising, branding and
strategic brand thinking. In present scenario, where market has been reached to the higher level
and also affect the long term market and long term effective enhancing growth. With this
postmodern approach of marketing where one to one communication is created between
customers and company which is a real mouses, real computers and real key boards etc. Overall,

it has been created effective and long term channel of effective in order to meet out the best
outcome results for the company development growth.
As per the De Mooij, (2018) marketing also is the most critical term that can be the less
effective for the company if they fails to adopt in an appropriate manner. Due to less creative
mind and lack new kills will less manageable to make the long term task.
Postmodernism is the modern concept that affect the new marketing and long term
market growth in order to meet out the best outcome results. In order to meet out the new and
great emerging tired new emerging the new better growth and new emerging and challenging
performance growth.
Hristov and Reynolds, (2015) marketing is the support of the company level and brings
new developing market growth in order to meet out the best outcomes result . All over, it brings
the less managing and low effective work targets. Marketing strategies are the plans or
techniques through company can get the better outcomes for the new learning process in order to
meet out the customer needs and wants. Company set marketing strategies on the various basis
such as values, beliefs, and the customer needs. It makes the better growing and target
performance task in order to meet out the low impactful decision making approach. Overall, it
brings new and emerging growth valuable strength in order to meet out the best outcome growth
results. Overall, it brings new learning and better development market challenge.
Strategic perspective determines how your company views and solves important issues
and goals in an appropriate manner and growth. Strategic perspective is the term and process that
helps to resolve the issues and challenges of the company issues. In order to reduce all strategic
or marketing issues (Kotabe and Helsen, 2014). It helps to meet out the results and new
developing result outcomes and growth. Sainsbury's uses digital intelligence perspective which is
very useful and fruitful for getting huge information. This is the another tool of gathering
information in order to meet out the another growth and long term challenges in order to meet
out the best outcome results. Business centres predict the bet outcome goals in order to meet out
the advanced goals and services. As per the Rees and Smith, eds., (2017) A wise business today
will not ignore customers with such a public platform. The strategic management should also
define the importance of company values and matter of fact in order to determine the best
growing and less effective growth in order to meet out the best outcome results. Overall,
corporate or business level strategies are developed the marketing objectives.

CRITICALLY EVALUATE A RETAILER PAST AND CURRENT
MARKETING STRATEGY WHICH STARTED LIFE AS A BRICKS
AND MORTAR PLAYER.
Company heritage and History
In order to determine the history of Sainsbury's which deals in UK retail market. It
discovers the new emerging market growth in order to meet out the best outcomes and result
oriented task in order to meet out the result goals. Sainsbury's was established in 1869 by John
James and Mary (Shankar and et.al., 2016). Sainsbury's is the Britain's longest standing major
food retailing chain. Company mainly focused on the customer choice by providing the best
quality of products, value for money, excellent service and attention to detail.
In UK they exit about 440 stores which having more than 23000 products stored in the
company. Out of which 40% of the products belongs from the Sainsbury's brand name. Till
1990s TESCO, Aldi, ASDA some of the new retail companies has grown up which limits the
market of Sainsbury's. Than after, Sainsbury's owns about 170 store market in US under the
name of Shaw's and star Markets names (Yu, Ramanathan and Nath, 2014). On the another side,
Sainsbury's has been launched new services of banking in which they provides, bonds services,
personal loans, saving accounts etc. it has been evaluated that, company always brings some new
exciting services for their clients to make them happy and satisfied with the company growth
Wrigley and Lowe, (2014). It
Strategic perspective
Sainsbury's strategic marketing plan is to just focus on the needs of customers. They
always thinks about the new market trends and connect customers with the new trend and
technologies. In UK retail market there is high range of competition level due to big competitors
such as M&S, ASDA, TESCO etc (Wrigley and Lowe, 2014). to beat the challenging market
company needs to create new emerging trend in order to meet out the best outcome results and
long term relationship goals.
Core values
Sainsbury offers products or services to its customers ta fair price. Employees in an
organisation are provided with training to handle as well as solve customer queries. In addition
to this, business entity has made sustainability plan which structured around their value and is
made up of stretching targets to track our progress on the most material issues.

Core products or services
Sainsbury core product is food as well as non food item such as clothes and financial
services has assisted business entity in increasing sales as well as profitability.
Time Line and Critical events in History of Sainsbury
In year 2000, In the new millennium Shaws and Homebase Supermarkets are sold and the
focus changes to the core UK business, comprising Sainsbury Supermarkets, Sainsbury Local,
Sainsbury online and Sainsbury Bank. During July 2007 , Sainsbury was being approached by
Qatar’s Delta Two investment, an organisation was takeover by private equity firms (Choi,
2017).
An Evaluation of Current strategy
Sanisbury is recognised as the second largest super market chain in context of market
share. Business entity has unenvied its new corporate identity. It has designed new logo and has
brought change in the font size of its slogan in order to make it more attractive. Mission of the
company is to become the first choice of the customers in food. Sainsbury objective is to offer
good quality of products or services to customers at reasonable cost. Business entity launches
new products every year in order to remain competitive. This marketing strategy has also
assisted an enterprise in attracting more number of customers (Lasserre, 2017). The reason for
Sainsbury success is that an enterprise execute survey before entering into any new market. This
strategy has helped firm a lot in gaining the competitive advantage. Sanisbury marketing
strategy is designed for responding to changes in market and provide customer an ease in
buying goods or services.
Current performance indicator
Key performance indicators are increase in sales , number of customers and profitability
of an organisation.
Market and competitor analysis
The biggest competitors of Sainsburey is Tesco , Argos and Waitrose. Porter five force
model can be utilise for measuring the intensity of competition in an industry.
Threat of new firm : Is low , as retail sector is big and establishing business requires lot of
investment.

Rivalry among existing firm : High. Adoption of discounting price strtaergy can have negative
effect on profitability of sainsbury.
Bargaining power of buyer: Is high as switching cost for them is low.
Bargaining power of supplier : It is low, as there are many suppliers in industry. Suiansbury
has good brand image, suppliers have interest in entering into contract with such firm.
Threat of substitute products: It is high as there are many financially strong companies which
can develop substitute products.
PART 2
1. Marketing strategies for the future
Marketing strategy is recommended for launch of new goods or services and also for
expansion of business. Promotional or marketing tactics can be referred to as an arrangement of
coordinated actions which are implemented for accomplishing goals.
Manager in an organisation need to clear up things is driven worldwide and other things
that is managed domestically, an international selling plan of attack does not refer to the lack of
localized, market special initiatives and plans. International marketing will typically creates
parameters and framework in which national selling work that provides in market teams the
independence of controlling. Certain field of merchandising which lend themselves to being led
at a central or globally consist brand, strategical promotional planning and fund, social media
strategy and road map, (Ailawadi and Farris, 2017). It can be very helpful if Sainsbury’s divide
their markets in tiers. As tiered market will assist the organisation to identify areas that may
drive the maximum potential returns.
Understanding needs of customers in the market and developing a collaborative
approach, generally in operation internationally is considered to be as a reason or excuse to avoid
giving time to understand local cultures behaviour and needs. But it is very essential for an
organisation such as Sainsbury’s needs to determine the localised markets and firm is required
to built a relationship with the localized promotional teams in order to successfully operate in the
global marketplace (Kumar, 2018). In the older times businesses used to a similar market5
approach locally as well as globally but it is no more effective in the present business
environment. In the current market condition, it is essential for organisations to conduct research
in the markets and spend time to know the global teams they are working with. Another

important element is trusting local users and customers in order to obtain success in the
competitive market (O'Hare, Stewart and McColl, 2018).
Overall Sainsbury is performing well but still business entity needs to bring
improvement in its marketing strategies. It is required by marketing manager in an organisation
that marketing plan which has been developed has the potential to cater the needs of target
customer group. An effective marketing plan is that which helps firm in communicating he
characteristics of the product or service. It also helps an enterprise in increasing profitability and
sales.
Alternative strategies which can be adopted by sainsbury are it is required by marketing
manager in an enterprise to includes all element of promotional mix that is products, price, place,
promotion, physical evidence and people in its promotional plan. Marketing manager in an
enterprise should concentrate on identifying the needs of customers .Company is required to
make investment in research and development. Marketing manager in Sainsbury should execute
market research at regular interval of time, as this strategy will support firm in analysing the
current marketing trend (Zhao and Zhu, 2018.). It will also support an enterprise in exploring as
well as capturing business opportunities. Market research will also assist business entity in
identifying the target customer group as well as market for positioning their goods or services.
In addition to this, business entity is required to make content central pillar marketing.
Marketing manager in Sainsbury should merge its content and digital teams to deliver the
strategy. Online marketing strategy can be adopted by Sainsbury, as this tactic will support
business entity in promoting its goods or services at large scale. Marketing manager in an
enterprise should concentrate on marketing content, as this will support business entity in gaining
the customer loyalty. In addition to this, Sainsbury can utilise social media sites for promoting
its brand. As this marketing strategy will help an organisation in reaching to the target audience,
It will also enable business entity to conduct two way interaction that is very much crucial for
influencing people to purchase goods or services. Use of social media sites for promotional
activities will help an enterprise in providing quick response to queries of customers (Linton and
Kask, 2017). It will also allow business entity to engage with its customers. Online marketing
strategy will aid firm in reducing the promotional cost and will help in increasing profit margin.
Sainsburry can open its more stores at different locations, as this strategy will provide
business entity an ease in making timely delivery of goods or services which is very much

essential in order to provide satisfaction to customers. In addition to this, company need to
concentrate on providing high value proposition which is very much crucial in terms of retaining
customers for long term (Kasemsap, 2018.). Marketing manager in Sainsburry should formulate
various loyalty schemes as this strategy will assist an enterprise in influencing customers.
In addition to this, considering the shift in the shopping patterns by consumers, an
organisation is required to concentrate on quality of products or services. Sainsbury can increase
its distribution channel, as this strategy will help firm in providing customers an ease in reaching
an accessing the products or services offered by an enterprise. This promotional strategy will
also aid an enterprise in reducing the negative effect of changes in market on its profitability or
sales. As the marketing objective of Sainsbury is to increase market share and customer base
there are various marketing strategies which can be adopted by Sainsbury include:
Market penetration strategy : As the objective of Sainsbury is to foster market growth, an
enterprise can implement this strategy. Marketing manager in Sainsbury is required to focus on
aggressive marketing approach of existing goods. It is considered to be an effective approach for
increasing sales of existing products or services. Sales promotions, low cost pricing and unique
advertising is the considered to be the best technique for increasing sales of existing products
(Kienzler and Kowalkowski, 2017).
Market development : Sainsbury can move into new market with its existent commodities.
Market development strategy will assist an organisation in increasing its market share. In
addition to this, firm can target new customer sin new market. This strategy will also support an
enterprise in increasing customer base.
Product development strategy : Sainsbury can develop new products or services for attracting
customers. This strategy will also help firm in differentiating its products from that of its
competitor.
Marketing mix is the tool which can be implemented by Sainsbury, as this will assist an
organisation in accomplishing desired marketing as well as business objectives. Marketing
manager in Sainsbury is required to designed the marketing mix considering the needs as well as
demands of target customer group.
Products : It is required by the Sainsbury to concentrate on developing the products or services
according to requirement by customers in the market. Company needs to make more investment
in research and development.Market research can be executed in order to develop the

understanding about market and customer needs. As this strategy will also help marketing
manager in identifying an appropriate technique for influencing people to buy particular products
or services (Bolton and Shankar, 2018.). Business entity should concentrate on quality of goods.
It should set high quality standards for its products, as this will help business entity in gaining
competitive advantage in the market.
Price : Siansbury can set different pricing strategy for each market segment, as this strategy will
help business entity in` attracting customers without compromising with the profitability. In
addition to this low cost pricing strategy can be adopted by Sainsbury fore entering into the new
market. As by adopting low cost pricing strategy Sainsbury can easily influence people to buy
specific product or services. In addition to this, firm can choose flexible pricing strategy, as this
will aid business entity in reducing the negative effect of changes in economic factors as well as
competitors actions on its profitability. Sainsburry should set price of the products according to
the level of satisfaction which can be delivered by particular item. In other words, price should
be set considering the quality of goods (Johansson and Kask, 2017).
Place : Saisburry is required to open more new stores in central location of countries, as this
will enable firm to provide customer an ease in accessing to the products or services. Direct
distribution of products or services can be done by Sainsbury, as this strategy will help an
organisation in developing the strong relationship with clients which is crucial in context of
influencing them to purchase goods or services (De Mooij, 2018).
Promotion : Sainsbury in order to foster market growth and for increasing sales as well as
profitability need to concentrate on improving its marketing activities. Marketing campaign can
be organised by business entity for promoting new products or services. In addition to this ,
Online platform such a social media, online advertisement can be utilised for generating brand
awareness. In addition to this, Sainsbury can participate in social events and can sponsors such
program, as this promotional tactics will assist an organisation in gaining the recognition in the
market (Melewar, Foroudi and Foroudi, 2017.). It will also support an enterprise in gaining the
customer loyalty. Discounts and innovative schemes can be launched, as this strategy will assist
business entity encouraging more number of consumers. It will also assist business entity in
maintaining competitiveness. In addition to this other strategies which can be utilised by
Sainsbury for promoting products , services or brand include :

Market segmentation strategies: It involves diving large market into small segment. This
strategy will help business entity in identifying the target customer group those who will buy
goods or services offered by company.
Strategies for promotion of goods or services:
Market extension : It includes plan of actions which will be utilised at different times of
the creation of a good in order to maintain profits as well as sales. Sainsbury need to adopt
different marketing strategies as well as channel for promoting range of products or services, It
is very much important for marketing manager in Sainsbury to be very much careful while
selecting the marketing channel, as this can have negative effect on complete promotional plan.
It can also have adverse influence on sales and profitability of an organisation.
Multiple brand : Sainsbury can offer different brands for similar product category. As this
marketing strategy will also help firm in increasing sales and profitability. In addition to this,
Multiple brand strategy will aid business entity in minimising the negative effect of competition
as well as change sin market on its business (Peker, Kocyigit and Eren, 2017).
Brand extension :Sainsbury can utilise its trade mark in other products. An organisation can plan
to design its own label, as this strategy will help an enterprise in distinguish its products or
services from that of competitors.
Physical evidence: marketing manager in Sainsbury should make stores look more attractive
and ensure good environment, as this tactic will support an organisation in attracting more
number of customers (Yu, Ramanathan. and Nath, 2017). It will also help firm in delivering
good experience to client which is very much important in order to retain profitable customers
for long time.
People: Sainsbury needs to concentrate on identifying as well as fulfilment of customer needs
which is very much essential for growth of business. In addition to this, human resource
department in Sainsbury is required to providing training to its employees, as this will provide
firm an ease in delivering professional services to customers (Hänninen, Smedlund and
Mitronen, 2018). Training and development opportunities should be provided especially to
workers assigned with promotional task, as this communication or other skills posses by sales
people have great influence on costumers.

Market research or personal interview technique can be utilised by Sainsbury for
gathering the feedback from clients. As this plan of action will assist an organisation in
identifying the need and area of improvement.
Procedure : Sainsbury need to concentrate on bringing improvement in marketing strategy, as
this will assist an organisation in accomplishing desired business or marketing objectives.
CONCLUSION
On the basis of above section or a report it has been concluded that, Marketing strategies
itself is the most necessary term to implemented the company goals and objectives. It helps to
gain the customer attraction and their trust towards the company in to long term manner. Present
study has been based on marketing strategies in which, study describing the different aspects of
marketing and about the company which deals in retail market. Besides, report also consists the
core values, core product or services or brief history of the company or retail sector. Overall, it
has been concluded that, marketing is the most essential term which is used by the organisations
to meet out the customer needs. Report also explaining the different areas of marketing strategy
to evaluating the brand awareness and customer relationship as well. It also covers the new
emerging and new market trend and long term challenge and new making target growth in order
to help the long term goals and objectives.

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