Procedure
The author, in order to complete the report studied several texts with regards to marketing and consumer ethics. The author also researched many useful websites with regards to Sainsbury's. The information studied can be found in the bibliography section found at the closing part the report.
According to Jobber et al (1998) the marketing mix is ` the tactical `toolkit' of product, place/distribution, promotion and price that an organisation can control in order to facilitate satisfying exchange'. The following is Sainsbury's current marketing mix strategy.
Product
Sainsbury's is committed to the continuous improvement and development of its products, as it understands quality is of paramount importance to customers. It is apparent that economy range products can target the price conscious customers. Sainsbury's Supermarkets always try to provide high-quality products, value of money. In addition to a wide range of quality food and grocery products, many stores offer bread braked on the premises, delicatessen, meat and fish counters.
Price
Price is a sensitive component of the marketing mix in Sainsbury's. In 1996, due to Sainsbury's poor profits performance, its share price consequently fell, resulting in the organisation moving closer to a low price platform.
Promotion
According to www.sainsburys.co.uk Sainsbury's fully takes advantage of above the line and below the line promotion to build up its strong brand and to draw attention to products in order to gain more customers. Sainsbury's has learnt that its own brand identity has become more important than the products they sell and greater wealth can now be created by the communication of an overall retail brand identity. Sainsbury's uses me...
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... of Business 3rd Ed Prentice Hall Brassington, F and Pettitt, S (2000) Principles of Marketing Prentice Hall
Blythe, J (1998) Essentials of Marketing Pitman
Buchholz, R & Rosenthal, S (1998) Business Ethics Prentice Hall
Cannon, T (1998) Basic Marketing: Principles and Practice Cassell
Drummond, G & Ensor, J (2001) Strategic Management: Planning and Control Butterworth Heinemann
Jobber, D (1998) Principles and Practice of Marketing McGraw-Hill Kotler, P (2001) A Framework for Marketing Management Prentice Hall Rickard, L & Jackson, K (2001) FT Marketing Casebook Financial Times Strauss, J (2001) E-Marketing Prentice Hall
Werhame, P & Freeman, R (1998) A Dictionary of Business Ethics Blackwell
Websites
www.marketresearch.com
www.bbc.com/news/business
www.sainsburys.co.uk
J Sainsbury's aims and objectives Their business is now focused very much on Sainsbury’s Supermarkets and Sainsbury’s Bank following the sale of Shaw’s
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Finally to be for the customers this is achieved as they were able to gain access to the Argos brand which attracts more customers to the Salisbury’s chain. These are some of the business plans to keep Sainsbury’s sustainable and to keep them as one of the UK top supermarkets. They are set as these are the areas that mean the most to the organisation that need to be centred around. Also, the goals for Sainsbury’s are also set around their vision and values, these contain making the customers live healthier lives by serving quality healthy food they achieve this through increasing and improving the quality of products that are produced by Sainsbury’s. To also be able to work alongside more farmers, suppliers etc.
Sainsbury’s (2014) states they put their “customers at the heart of everything we do and have invested in our stores, our colleagues and our channels to deliver the best possible shopping experience. Our strong culture and values are part of our identity and integral to our success.” Sainsbury’s brand is established upon providing quality at fair prices, the importance of fresh, healthy, safe and tasty food is put very high at Sainsbury’s. Sainsbury’s also offer a range of up to 30,000 products such as household products, food, grocery, and even its own products.
Given the current environment shows how the strength and broad appeal of the Sainsbury's brand has improved substantially during the past four years. Like-for-like sales growth, excluding fuel, of 4.3 per cent over the summer quarter and 3.9 per cent for the first half,
...ned with solving problems in the most amicable manner. One of the consequences of unethical practices in business world is that they solve short-term problems and pave way for mistrust. To regain the trust back from the public is not easy and this is costly to the company than anything else. Therefore, the issue of ethical advertising should be very critical in any organization especially if the company has to project and implement its long term goals. It is trust that is going sail the organization through to the attainment of long term goals. This is due to the fact trust creates consumer loyalty and this loyalty ensures a steady and growing market. Finally, though there is a proposal that law should be instituted to control unethical advertising, more should be invested in building the morals because it is these morals that lead to instillation of ethical values.
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.
Schultz, D.E., et al., 1994. The new marketing paradigm: integrated marketing communications. NTC Business Books, pp. 105-156.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Kotler, P., & Keller, K. (2012). A Framework for Marketing Management (Fifth ed.). Harlow: Pearson Education Limited.
Promotion: this is to tell the customers that the products or services that is available by advertising will encourage the customers to buy the products or services by offering promotions. Sales: this provides that the goods and services are suitable to customers that they need or want. This area of department involves making sales. This function helps Sainsbury's to achieve the objectives. The way they manage to do this is by increase their sales so that it increases its market share or market segment.
As Shani and Sandler have put across, ‘Ambush Marketing’ is viewed, as both ‘illegal’ and ‘immoral’. The earlier part of the paper discussed the legal issues, in this part of the paper the focus on the existing ethical controversies. The law regulates and the enacting of legislation solves the legal controversies. Thus the focus of this part of the paper is on the remedy for ethical controversy.
In order for my product to be successful, I strategize a marketing plan. Market Research is one of the main steps taken in the initial process of strategizing a marketing plan, The primary function of market research is to identify the customers needs and views. During the market research of my product, I discovered that because of the competition, (Herbal Essence Shampoo brand) my product would really need to stand out on the market. Also, during that research I discovered that Herbal Essence?s sales had dropped 6% over the last 2 years, because of their marked up prices. These were great pieces of information, as they will serve helpful during the marketing mix portion of my marketing strategy. The marketing mix is one of the first steps taken in applying an overall marketing strategy for your product. A Marketing Mix is the combination of product offerings used to reach a target market for the organization. (Armstrong & Kotler 2007) The marketing mix includes product, price, promotion and place (also known as distribution)
In order to generate sales, marketers often promote aggressively and uniquely, unfortunately, not all marketing advertisements are done ethically. Companies around the globe spend billions of dollars to promote new products and services and advertising is one of the key tools to communicate with consumers. Conversely, some methods that marketers use to produce advertisements and to generate sales is deceptive and unethical. Ethical issues concern in marketing has always been noted in marketing practice. According to Prothero (2008), ethics itself has a profound, varied and rich past. It emphasizes on questions of right and wrong or good and bad.