Sainsbury Strategic Marketing

Strategic Marketing

1.0. Abstract:

The purpose of this report is to bring the knowledge in front of the Chief Executive of the Company named as Sainsbury regarding the current marketing communication marketing of business. This report will also give the details about the importance and the practices which are used to undertake the integrated marketing communication. The main purpose of this report is to have an idea that how this approach if integrated marketing communication can help the business to improve the market communication and the implementation in a business. This report will further focus on the integrated marketing practices impact on the current marketing communication of the business.

2.0. Introduction:

The company which is chosen in order to prepare the report is Sainsbury's. Sainsbury's is one of the largest retail companies in the whole United Kingdom. Sainsbury's is on the third number in UK largest retail company after Tesco and ASDA. Sainsbury's have the 16.5 % market area of the whole United Kingdom retail industry. The main head quarter of Sainsbury's is located in the capital, London. The finance of Sainsbury's has grown enormously in these last few years. There turnover increased from 6.9 billion GBP to 21.4 billion GBP. The position of Sainsbury's is very critical because of the rivals Tesco and ASDA. ASDA shares went up because it was undertaken the American retail chain Wal-Mart. These both rivals of Sainsbury's have taken the most part of the Sainsbury's business because of there low prices and good offers where as Sainsbury main focus is on their transformation of business and to promote their figure as providing the best quality rather then low pricing. Unluckily from the point of view of Sainsbury's the UK consumers are more attracted and trust the quality and guarantee for the products of Tesco and ASDA. Therefore, this aspect brings this fact up that Sainsbury's is not able to compete these rivals and cannot seize the UK market in their grasp although Sainsbury's applied the tactics to cut down their price but it does not impact much though on the performance of Sainsbury's. This report will help the company to improve their market communication by the help of integrated market communication.

3.0. Current Market Communication of Sainsbury's:

Sainsbury's is trying to retaliate against the problems faced by it though, the competition level in the market of retail is increasing day by day and for Sainsbury's it seems that this company has already lose his trough to the rivals like Tesco and ASDA who are developing more rapidly then Sainsbury's. the main reason which comes out is that Sainsbury's is lacking some where in the market communication because although they are providing the finest quality of food, new strategies are being implemented but customers are not being attracted towards Sainsbury's. The main reason is only that they are not promoting their products very well. The main problem which has been figured out by many professional regarding the failure of Sainsbury's business is that the communication strategies which were adopted by the Sainsbury's were very late and very dull. Tesco and ASDA on the other hand made themselves the top retailers by the help of their media marketing communication and by other channels of communication. Tesco at that spent a lot of money on their advertisement in order to capture the market. Tesco used many celebrities' chefs in their advertisement to make their products promote. On the other hand Sainsbury's was focusing on their orthodox methods and was engaged in providing the best quality product. Tesco and ASDA on the other side solidified themselves in the market by strong advertisement of their products and their low prices for the products. In year 2002, Sainsbury's adopt the same strategy of marketing communication and they made a very good business for their brand. The new programs and new techniques of using celebrities in their advertisement were utilized by Sainsbury's but the problem was that this strategy was quite old for the business because that was not the right time for that strategy to be implemented. Tesco and ASDA at that time had marked them as the top retailers in the UK market. Advertisement was considered to be as the main part of the strategy some where in the past years but now it is being used as the main tool by the marketers to bring up the business with the help of advertisement. This exercise has been taken by every retailer in the UK at that time it was about to be taken by Sainsbury's but they stay behind in adopting this approach. Tesco the biggest rival of Sainsbury's adopted this approach and became the best brand of the 21st century. There slogan every little helps make them the biggest in the UK market because this statement shows the commitment of company with the customers and their beliefs in the company. The reason Sainsbury's stay behind was that there management takes a long time to approve any thing. Sainsbury's standard in providing food with quality is unmatchable and their policies regarding the food supply are very impressive but they have been in the back seats while doing branding for their products. (Tony Yesin, 2012)

Now comes the turn of their current marketing communications. According to the facts and figures which are generated by the previous reorganization and marketing streamlining of Sainsbury's the Sainsbury's supermarket the main aim of campaign going on outdoor is to provide commitment to the consumers on offering good worth or prices. The current marketing strategy is to make this exercise of selling products at low cost as their heritage of business for the consumers. In order to market them the plan of Sainsbury's is to put big posters on the side walls along the main roads in order to convey their message of being cost effective to the customers. From this plan it is not sure that Sainsbury's can win any awards for the advertisement but their main motive is gather consumers attention. They have planned to drop prices on there 4000 products. They have conveyed this message to the large numbers of audience because this message is easy and eye catching as compare to their old methods of advertisement. They have also used many celebrities to convey this message by using the media. The have hired famous chefs from the TV show and have showed their ads on TV to capture the attention of the consumers. For their future marketing communications they have other plans which well help them to have a firm grip on the market.

4.0. Integrated