Sainsbury’s is very keen on brand awareness; Sainsbury’s promotes itself it lots of ways. Such as; Putting their name on shopping bags so others see them, Adverts on TV, Facebook, website , Bill boards, customer word of mouth, own branded products, PR hits in newspaper and lots more other ways. Since 2000 to 2011, Jamie Oliver has been the public face of Sainsbury's, appearing on television and radio advertisements and in-store promotional material. This advertising has reportedly given Sainsbury’s an extra 1 million pound worth of sales.
The link between business and marketing aims
Business and marketing objects together help achieve the goals of the organisations. For example, Sainsbury’s may have a corporate objective of increasing sales by ten per cent by the end of the current year. The marketing department will the set their own objectives to try to achieve this corporate objective. This may include increasing the sales force, increasing the advertising spends or introducing a new product.
Sainsbury’s Products
In a typical large Sainsbury’s store you can find over 30,000 products. About 20% of those lines will be a Sainsbury’s own product. The Sainsbury’s own products range comes in: Basics, by Sainsbury’s, taste the different, Sainsbury organic, Fair-trade and be good to yourself and TU clothes/home. The rest of the 80% of products will products from different brands E.g Cadbury or Kellogg’s.
Perception of Sainsbury’s customers and users of the products
Customers may have mixed feelings about products in Sainsbury’s. Branded well known products are normally sold more because they have built up a good name that sells good quality products e.g. Heinz baked beans. Those customers’ may not have such a good perception on “Basic baked bean” the basic range at Sainsbury’s is seen as a cheap and worst quality range than any other Brand in the shop. This means that people who look for quality food wouldn’t consider buying something from the basic’s range. Those people who are looking for quality may consider something from the “Taste the different” range, This is seen a high quality range in Sainsbury’s and tends to be more expensive but good quality products.
Sainsbury’s survival strategies.
Sainsbury’s Branding
Sainsbury’s is a very popular brand which as many slogans in it times with the current one being “live well for less” other slogan Sainsburys have used in the past include:
"Quality perfect, Prices Lower" The slogan used on the shop-front of the Islington store in 1882.
"Sainsbury's For Quality, Sainsbury's For Value"- Used in 1918 above the Drury Lane store.
"Sainsbury's. Essentials for the Essentials."
"Good Food Costs Less At Sainsbury's" — Used from the 1960s to the 1990s. Described by BBC News as "probably the best-known advertising slogan in retailing."
"Sainsbury's – Everyone's Favourite Ingredient" — Used in a series of TV commercials in the 1990s which featured celebrities cooking Sainsbury's food.
"Fresh food, fresh ideas. Eat healthy" - Used in 1998.
"Value to shout about" — A 1998/1999 campaign fronted by John Cleese which was widely claimed to have been a major mistake. Sainsbury's said it actually depressed sales. However, the company had been losing sales for years because of the rise of Tesco.
"Making Life Taste Better" Introduced 1999 and used until May 2005.
"Try something new today" Introduced in September 2005. Replaced on carrier bags, till receipts and all other corporate branding from this point. Remained main slogan until 14 September 2011.
"Value where it matters" Used in advertising from late 2010, still in use as of May 2011.
"Clothes You Can't Wait To Wear" Used in all new advertising for TU Clothing as part of advertising campaign from May 2011.
Sainsbury’s also uses popular faces such as Jamie Oliver to be the face of their brand those as of 2012 Jamie has been replaced with David Beckham.
Once a customer as a good experience with a brand in Sainsbury’s they are much more likely to come back to the store to try the product again or similar products. This is because Sainsbury as done well creating a strong brand and good name for their products. Also to boost sales, Sainsbury’s will bring in other branded products such as “Coca Cola” this is because they have built up a good brand name which means there is high public demand for it.
Sainsbury’s as done a lot of brand extension since they first started began as a business. For example, Sainsbury’s use to just sell food, then they expanded to selling household items, then they started their own banking system, then introducing TU clothes and etc. Brand extension also creates customer awareness of the business which is always great for sales.
Sainsbury’s logo
Relationship Marketing in Sainsbury’s
Conclusion
In conclusion, I have found out by doing this report on Sainsbury’s that it is a very successful company with many different marketing strategies. Those strategies have shown me how big companies survive in the marketing environment. I have also learnt a lot about the company’s values & history which is important for me so I can develop my career in this kind of environment.
British Heart Fountain (BHF)
About BHF
The British Heart Foundation (BHF) is a charity that funds research, and awares people of heart diseases in humans. BHF was founded in 1961 by a team of Medicals professionals that was concern about the death rate of people with cardiovascular heart disease. The current chairman is Philip Yea and the Chief executive is Peter Hollins.
BHF is from the voluntary sector. This means that the company is a no profit organisation. This sector can be competitive considering all the other thousands of charity organisation there are in UK, e.g. Oxfam, Sue Ryder, Green Space etc. BHF is also a national company with over 700 shops all over Britain. BHF is also consider to be in the tertiary sector since it’s a company that offers a service.
The main purpose of the business will be to survival as a company so this will mean getting people in to the store and buying their products. Also to survive they will need plenty of donations given by the public. BHF will also be keen in turning any profit to their heart foundations so that people can live for longer. So they can do this they will try give their best customer service so that people see the company as a well wild investment. BHF is also they keen on growth so their charity is recognised all over Britain. Also to accommodate any customer’s that have Ethical issues they will also set a high moral environment to their customer’s. The final thing BHF will try to make the waste and shop sustainable.
BHF Ansoff Matrix & Growth strategies
BHF can be applied to Ansoff’s strategies. Ansoff’s Matrix involves four different strategies that help market products in companies. The stages involve; Market penetration, product development, Market development and diversification.
Market Penetration - Customers that are interest in donating
Market Development – BHF a worldwide charity to up donations
Product development – Adding own branded items to their store
Diversification – BHF may open stores in America.
BHF marketing aims
BHF can be seen has in a competitive market, with thousands of charities in the UK. What can be different about BHF is that they a number of shops in the UK where you can go buy items. Most of the items will be used and donated by members of the public. The normal business marketing aim is to become bigger and better. Has a charity BHF can be seen has one of the top market leaders for charity’s those currently the title currently goes to Oxfam.
BHF has a brand can recognise easily those people who our looking for high quality goods do not normally consider BHF a good shop to go in. This is because most items have been previously used by someone else. Those people know that there money is going to a good place helping other people when they do shop in BHF, so some people will shop in a BHF also since they know they can get a bargain.
BHF also try to advertise their charity which creates brand awareness. BHF have been known to advertise though their website, radio, flyers and TV.
The link between business objective and marketing aims
Business and marketing objects together help achieve the goals of the organisations. For example, BHF may have a corporate objective of increasing sales by ten per cent by the end of the current year to make a profit that can go to people with a heart disease. The marketing department will the set their own objectives to try to achieve this corporate objective. This may include increasing the sales force, increasing the advertising spends or introducing a new product.
BHF products
BHF is a used item shop. A typical BHF will sell clothes, shoes, dvds, games whist some bigger shops will also sell home items e.g. beds, sofas, TV’s etc. BHF also sell their own brand of tops and equipment like sports bottles. BHF branded items are red and all support/advertise the BHF. People may buy a BHF product if they want to support the charity or because BHF help support them self’s or their family.
Perception of BHF customers and users of the products
There can be a lot of mix opinions about the products that BHF sell. Some people may not want to buy anything that BHF sell because it second hand and they generally don’t like items that have been previously worn or used in some way. Those some people can really get the idea that BHF is a good cause and that they sell products cheaper than the normal retail price.
BHF survival strategies
BHF Branding
BHF logo
Relationship marketing BHF
Conclusion
In this report I have learnt a lot about the British Heart Foundation. I have seen that the marketing and branding to voluntary sectors is different to bigger public companies. I have also found a lot out about the BHF that I did not know before this report.
References
In this report I have used the following sources:
http://www.bhf.org.uk/ (02,10,2012)
Sainsbury’s Colleague Handbook 2011 ( 30,09,2012)
http://www.sainsburys.co.uk/sol/index.jsp (30/09/2012)
Bevan, John; Coupland-Smith, Helen; Dransfield, Rob. BTEC Level 3 National Business, Book 1. ( asscessed 30/09/2012)
by
peanutslover (student)
