Strategic Marketing Report: Sainsbury's Campaign, KPIs & Objectives

This report provides a strategic marketing analysis of Sainsbury's, a major supermarket retail chain in the UK. It includes a market analysis highlighting Sainsbury's market share, key competitors like ASDA and Tesco, and the macro and microeconomic forces affecting the organization through S...Read More

Strategic marketing

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Market Analysis......................................................................................................................3
Macro & Micro economic forces affecting the organisation .................................................4
Customer analysis...................................................................................................................7
Stakeholder analysis...............................................................................................................7
Organisation key strategic marketing objectives for the campaign........................................9
Marketing roll-out plan ........................................................................................................10
Budget – document all budget assumptions.........................................................................12
Key Performance Indicators (KPIs)/Metrics........................................................................13
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................14
References .....................................................................................................................................15

Introduction
Strategic marketing is the process that used by the companies in order to achieve their
business objectives and goals for gain the competitive advantages. Companies marketers
addresses such marketing concepts to target the market according to their business criteria. The
mentioned practice provide the overall scenario regarding to price placement, audience target as
well as how to promote their product or services in market. In this given report Sainsbury's is
being taken into consideration.
Sainsbury's is the supermarket retail chain that operates in UK market. It was founded in
1869 by John James Sainsbury. It situated at several location in UK such as south east London
and dury lane. In this given report Market analysis of mentioned company will be highlighted
that includes its market sizes and other forces that affecting their functions. Further, its key
strategic marketing as well as their campaign strategy will be evaluated. In last a dedicated
marketing plan will be form with the budget assumptions to enhance the marketing strategy
(Banerjee, 2017).
Main Body
Market Analysis
Sainsbury's is one of the biggest retail giant in UK that covers the almost 15 % of market
share. Around 1,80,000 employees work in Sainbury's stores.
The mentioned company acquired the number of customer thorug its operations that succours
them into reaching the revenue of 2904 crores GBP. The biggest competitor for mentioned
company is ASDA and TESCO. It owned one of the largest supermarket stores in UK with the
100000 sq ft of space that shows the strong market presence of given company.
The above mentioned competitor also holds the major market share as well as effects the
business operations of Sainbury's. According to Sahar nazir (2021), Tesco hold the market share
of 28 % in UK market where as ASDA covers the 14 % of market share. Both of the
competitors influenced the market by their operations. They offers the quality and variety of
products in a suitable prices. Therefore these are the biggest competitor of Sainsbury's (How
does Tesco maintain its lead in grocery? 2021).

Macro & Micro economic forces affecting the organisation
Swot Analysis
The above mentioned analysis is used by the organisation in order to understand the
factors and forces that can impact the business operations. The manger in Sainbury's applied
such analysis to evaluate such factors in order to enhance its business operations (Brooksbank,
Subhan, and Calderwood, 2018).
Strength Owned labelled product- The
mentioned company offers several in
house manufacturing products under
its label that sold in its supermarket by
this initiative company earn the decent
amount of profits that is almost 20 %.
These product lines gives the edge to
the mentioned company in order to
form the good brand image by the
quality products.
 highly skilled employees – The
mentioned company invest major
amount under providing the training to
its staffs. They form the dedicated
team for this specific action that works
into develop the specific skilled in its
workforce. These practices succours
the company into
Weakness
 high attrition rate- The major
weakness shown in the company
operational activity is high attrition
rate. In compare to its other competitor
Sainsbury's spend a lot in order to
gives the training to its workforce that
ultimately increase its operational cost.
 Increase in pricing- Due to the
pandemic situation caused the
uncertainty in economy that arise the
shortage in supplies. This led to
increase the operating cost for
mentioned company such as high raw
material and manufacturing cost.
Hence, because of all these attributes
the mentioned company had no option
but to increase the product price. In
instance drop the sale in some extent.
Opportunity 24 hour service- By developing the
channel of 24 hour store open for all
Threat
 Pandemic- The pandemic has affected
the Sainsbury's business very badly. In

the week can increase the sales of
mentioned company. They can use the
self-check automated technology in
order to create such effective trend in
the market (Brooksbank, Subhan, and
Miller, 2018).
 Catching new market trends- Since
the market is changing rapidly so on
the customer preference. Hence, by use
of big data analysis and market
research the mentioned company can
acquired the new market trends. By
developing the more in house products
can also enhance the company revenue
generation.
COVID several stores of mentioned
company were shut down due to lack of
demand and harsh policies, which led
to increased its debt. Hence in future
such type of unexpected pandemic can
cause the problem.
 competitors- In UK competitors like
ASDA and Tesco is the biggest threat
for company operations. These
mentioned companies uses several
marketing tactics that affecting the
company sales. In instance company
has its own product line that can be
edge in relation to attract the customer
as well as can release the threat of
competitor by targeting the niche
market.
PESTLE analysis-
Pestle analysis is the practice that studies the several external factors that can impact the
internal environment and decision making of organisations. The mentioned analysis highlights
all the major forces in relation to company operations that succours the marketing mangers in
order to improvise its marketing plan according the current market scenario. Hence, it plays a
major role in Sainbury's for identification of forces and rectify them in order to gain the
competitive advantage. The mentioned analysis includes several factors such as (Brown,
Abduljabbar, and Treen, 2018);
Political Brexit uncertainty- The political decisions is one of the main reason that impact the
business operations of every organisations. The recent decision that UK government
were took in relation to withdrawal the name from UN to its trades reform has arises

several uncertainty in the business operations of every company. By the implications of
such policy in UK could make more difficult for the company in order to import the
products and other items affordably. The high tariff charges and other unexpected cost
on imports can impact the overall price of import products. In instance, it directly impact
the customer due to high product price that can convert into low sale.
Economic Rising in the cost of fuel- Day by the prices of fuel is increasing slowly as well as supply
of fossil fuel is also diminishing which regard to show the scarcity in fuel. Moreover, it
can be possible that the taxes on fuel can be increases even more further. Ultimately the
prices of fuel will surely impact the transportation cost that will influences the prices of
commodities in market. Hence these type of situation will impact the Sainbury's in order
to low profit margin on its sales (Burford, and Chan, 2017).
Social Healthy lifestyle- People in UK are shifting towards the healthy lifestyles. The customer
demanding for the products that contain nutrition values in it. Peoples are avoiding the
unhealthy snacks as well as fancy food from their daily life. Hence, it is an opportunity
for adopting such new trend. The mentioned company already offers the several food
items that contain the good nutritional value through which they attracting the customer
in UK.
Technology- New analytics- The big data and AI technology are one of the most emerging technology
which influencing the several businesses operations. Hence by using such technology can
help the company in order to create the adaptive model for their operations.
Legal legal polices- The UK government issued several legal policies in regard to operating the
business in UK. Such as regarding to workplace, taxation system, ethical traits and so on.
Hence any breach in such activity can cause the lawsuit on Sainburys that can impact its
business operations as well as market value.
Environment
 Carbon footprints- Supermarkets of UK are responsible for large emulsion of Carbon
footprints. Due to heavy transportation of product form one side to other in country

deploy the several poisonous emulsion in environment. Moreover, Sainbury's acquired
the major market share that clearly shows the high transportation activity. Hence the
mentioned company need to be adopt such favourable practices in its business that can
deploy such impact.
Customer analysis
The customer analysis is most important for manger of Sainbury's in order to understand
their customers requirement and demand. Through the implementation of such analysis succours
the company process into initiate the effective decision making. Hence, by the mentioned
company strategically Segments, targets and positions their potential audiences in order to create
strong market appearance (Chandra, and Sharma,2018).
Segmentation- The mentioned company segment its UK market audiences for clothing and food
products on behalf of;
Demographic Income- lower and middle income individual
Social status- working class, middle and lower class
family size- small and joint families
Age- 16 to 55
Behavioural User status- Active user
psychographic Personality- all type of personality
price and quality conscious
Positioning-
Multi-segment positioning- Sainbury's provides the large variety of products In order to target
the several segmented audience at a same time. For example Sainbury's sells the organic food
item to cover the quality conscious customer as well as provide the cheap food item in order to
cover the lower and price conscious customer (D’Andrea, 2020).
Stakeholder analysis
The stakeholder analysis is the process at which company mapping their stakeholders
according to their power and influence over the business. Through such mapping company get

the overview of their stakeholders that succours into create the favourable marketing strategy
accordance to scenario.
 High power high interest- These type of stakeholder have high power as well as high
interest in regard to business activity. They plays the major role in every business plan of
organisation. For example in sainsbury's investors are come under this category.
Therefore the company decision making completely rely on these stakeholders. Hence,
the mentioned company need to focus on these stakeholder to engage and satisfied the,
through the operations (Dogu, and Albayrak, 2018). High power low interest- These type of stakeholders plays a vital role in company
because they can influence the business activity of any organisation. The mangers of
mentioned company need focus on these section in regard to fulfil their requirement. For
example customers are the main focus for Sainbury's in order to encourage its sales. Low power high interest- They have the low influence on company operations that can
little harm to their projects. For example sainbury's operates in the business of retail at
which they interact with several suppliers. Hence, these suppliers have the interest in
company operation but cant harm majorly because of ample number of substitute in
market (George, 2017).

 Low power low interest- They are not strong in regard to influence the decision as well as
taking low interest in business projects. Therefore the mentioned company not need to
focus on them that much but can be ignored.
Organisation key strategic marketing objectives for the campaign.
By setting the objectives goal according to the campaign helps into setting the goals that
should be achieved by the proper implication of strategic marketing. Therefore these setting
goals provide the overview in regard to the setting goal objectives achieves or not. Below are
some key strategic objectives for Sainsbury's (Guercini, 2020).
 Increase the brand awareness in people by effective campaign By the end of December
2021.
 Improve the rate of return by 20% from the last year.
 Enhance the market share by 16% from last year by effective operations.
Campaign strategy – By the effective campaign strategy Sainbury's can achieve the above
mentioned objective for increasing the company productivity and influence in the market. It
succours into enhance the market share and built the strong brand image over its stakeholders. Market opportunity- By the above mentioned campaign strategy company can attract
more customer towards its operations. It will help towards enhancing its operations as
well as gives the advantage in order to gain the competitive market. By such company
have the opportunity in order to adopt the new marketing trend (Kumar, Sharma, and
Gupta, 2017).
 Target audience- Sainsbury's targets segmenting audience by its effective marketing
strategy. These use the simple strategy of knowing the customer better than any other.
The mentioned company targets its audience in several manner such as providing the
quality products at reasonable prices to cost conscious customers.
They offers large variety of product range that influence many income class towards its
operations. By developing the cost effective price strategy company attracts the larger number of
customers as well as all the age factor audiences towards using the facility. General campaign messaging- Helping everyone to eat healthy and better food (Rashidi-
Sabet, and Madhavaram, 2021).

Strategic implementation in regard to cover marketing plans
By promoting the brand products on social media magazine and other social media sites
can enhance the customer rush as well as it will help them in regard deliver the product
information to its potential customer. By drawing the effective communication practices such as
direct e-mail, SMS marketing and dedicated after sale services can enhance the company
operations.
RACE model
By the use of Race model the manger of Sainbury's can engage their customer and can form the
effective customer cycle with company operations. Below are the some factors that plays major
role in forming such cycle (Reynolds, 2019). Reach- Sainsbury's can use the paid owned and earned media in relation to increase the
customer reach and interactions with brand campaigns. Through these tools company can
build traffic through several websites to towards its product. Act- By the help of google analytical goal the mentioned company encourage the
customer towards taking the next steps in order to visit their products. By generating the
strong pathway can succour the company into hold the customer to not press back button. Convert- This is the step where customer convert into consumer. This step involves the
payment options whether it could be online payment or e-commerce channel as well as at
stores.
 Engage- It is one of the crucial step through which mentioned company can built the
strong relationship with customer in order to engage them for future purchases. By
creating the effective communication and understanding the need of customer can
succour the company into engage the first time buyer into loyal customer.

Marketing roll-out plan

Budget – document all budget assumptions
Equipment budget Amount
Automated kiosk $750
Cashier less
technology $800

Sanitizer machines $1,500
Supply chain $4,000
Water filtration
system $2,000
Total $9,050
Capital
Short Term Amount
Trade Credit $1,500
Commercial bank
loan $3,500
Long Term
Secured loan $15,000
Business Loan $30,000
Total $50,000

Key Performance Indicators (KPIs)/Metrics
 Increase in sales by 25 % by the end of year
 Enhance the customer Retention by 10 % in the end of quarter.
 Develop supply chain productivity by 12%.
 open new 20 super market in the next 2 years.
These above objectives will help the organisation in order to track their marketing
efficiency. After achieving these attributes the reason of marketing plan will be completed
(Thrassou, Vrontis, and Bresciani, 2018).
Recommendations Social media marketing- By using the new digital analytical tool company can form
effective marketing campaigns as well as can track their social media engagements at
various websites. Thorough such tools company productivity could be increase and the
resources will be effectively utilize. Big data- This is one of the major source of informations that contain several data and
information regarding to the public. Therefore by developing the favourable technolgy
can help the Sainbury's in order to extract the information of their potential customers in
relation to the needs and behaviour.
Conclusion
From the analysis of above report it can be said that strategic management plays a major
role in Strategic management plays a vital role in order to enhance the company operations. By
the analysis of several environment helped the company in order to create the effective
marketing strategy. The customer analysis that done in above assessment provided the overall
scenario of customer behaviour through which the mentioned company targeted its potential
audience in a very effective manner. By developing the effective marketing plans helped the

company in order to eliminates the affecting factors as well as provides the base to achieve the
future goals and objectives. Through the KPI metrics company measured the effectiveness of
marketing plan and provides the free hand to company in order to improvise the future strategy.

References
Books and Journals
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Implications for marketing theory and practice. In Greener Marketing (pp. 16-40).
Routledge.
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strategic marketing practices in emerging markets? An exploratory study in
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marketing among manufacturers in an emerging vs developed market?. Asia Pacific
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Brown, T., Abduljabbar, M.. and Treen, E., 2018. Twenty-five years and counting: an analysis of
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How does Tesco maintain its lead in grocery? (2021). [Online], Available at:
<https://www.retailgazette.co.uk/blog/2021/10/how-does-tesco-maintain-its-lead-in-grocery/>