This project presents a detailed marketing campaign for Sainsbury's organic products, focusing on protein bars and drinks. It begins with an introduction to Sainsbury's, its history, and the introduction of organic products to attract a new audience aged 25-45. The assignment explores market segmentation, including demographic, psychographic, behavioral, geographic, and firmographic aspects, and details the 4Ps (Product, Price, Place, Promotion) of the brand. The campaign concept aims to target health-conscious individuals, especially millennials and Gen Z, with the message of promoting a healthy lifestyle through organic products. A target audience profile is created, and the campaign's connection with the audience is explained using social media and influencer marketing. The project also includes a reflective report on the student's experience, discussing their BA pathway, foundation year experiences, and areas for improvement, along with references to support the marketing strategies.
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