Promoting Success of Sainsbury

Promoting Success of Sainsbury

(A) Describe the business and its aims and objective

Logo: Sainsbury's - making life taste better

In this report I will be investigating how marketing in business helps

using organisation that has a national promotional campaign for its

products or services.

Sainsbury’s Supermarkets

The business I have chosen to investigate is the large supermarket

store called J Sainsbury’s; Sainsbury’s is one of the top supermarkets

that you are able to buy products and services at a good quality.

Sainsbury’s supermarkets were established in 1869 by John James and

Mary Ann Sainsbury’s and is Britain’s longest standing major food

retailer chain. Sainsbury’s is a very large supermarket and employs

over 145,000 people of these 60% are part time and 40% are full time.

62% of all the employees they employ are women.

The supermarket now have many types of store where customers can get

products from but a large supermarket will offer customers 34,000

products and over half are Sainsbury’s own brand including fresh

produce form tomatoes to spinach.

Logo: J Sainsbury plc

In addition to a wide range of quality food and grocery products many

stores offer bread baked while your shopping, meat and fish counters,

pharmacies, coffee shops, restaurants and petrol stations.

Because of many of these services Sainsbury’s supermarkets are able to

serve over 11 million customers a week and as at March 2004 had 583

stores throughout the United Kingdom.

Sainsbury’s bank

Sainsbury’s over the years now have not just been in the area of

providing food products but now have a Sainsbury’s bank which was

opened for business on the 19th of February 1997, this was a joint

venture between Sainsbury’s and the bank of Scotland this was a big

achievement for Sainsbury’s because they were the first bank of the UK

this was a good groundbreaking venture for Sainsbury’s to take because

they were able to attract 2 million customer accounts.

Sainsbury’s also now provide a range of affordable services including

life and health cover, personal loans, savings accounts and travel

insurance. In the year 2003 Sainsbury’s bank was named the best

provider in the money direct awards.

Sainsbury’s today

Sainsbury has seen a change in customers requirements with organic

food healthier foods and convenience food all being top...

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...nal and business objectives

because Sainsbury’s will see positive correlations. If Sainsbury’s are

able to achieve this more objectives can be met like delivering great

services to customers

The importance of the promotional aspect of the marketing mix is that

the four ps are a means of communicating to the customer which is a

very important tool without the promotional p it would cause a lot of

problems and they will not be able to communicate products to their

target audience in an effective way which will cause a decrease in

sales and profits.

By having the promotional p it will boost the image of Sainsbury’s

which will allow more customers to know about the promotional campaign

and the goings on of Sainsbury’s. It is also important that

Sainsbury’s stick by their promise through their means of

communicating so that they do not mislead customers into the wrong

direction they will need to ensure that the availability of products

are high standards and are the resources available at the right time

and at the place also they will need also ensure that they keep their

focus on their target market mix different target audience because

this will get confusing.