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Marketing Mix Of Sainsbury's Essay

3714 words - 15 pages

Marketing mixReportThe aim of this report is to analyse the current Marketing Mix of Sainsbury's, and to work out how it would be adjusted to satisfy the possibilities of financial services?development as well as the steps taken when considering the launch of the financial services products. This report is based on my own research by reading Sainsbury's annual report, its web site and the discussions among the experts and professors, along with physically going to Sainsbury's supermarket and getting some printed materials.The mission of Sainsbury's Supermarkets is to be the consumer's first choice for food, delivering products of outstanding quality and great service at a competitive cost through working faster, simpler and together.A, The Marketing MixSince early in 1996, the City was criticizing Sainsbury's for allowing Tesco to get so far ahead of the game in terms of customer service, loyalty and perceived price competitiveness. Sainsbury's was also accused of not promoting itself sufficiently and while running many similar customer initiatives as Tesco, it has failed to take the lead or develop unique products or services. Further to this, it has showed itself to be "unresponsive?in a fast moving market. Therefore, Sainsbury's adjusted and developed its mission. In order to achieve its new mission, which is to rebuild its UK food retailing business. The company changed its marketing strategy and has successfully sold its Homebase DIY chain in the UK and its business in Egypt. This enables the company to focus the Group on food retailing and related activities. Apart from this, the current Marketing Mix ?product, price, promotion and place is being improved to meet its new mission. Let me talk about them in details.A.1 ProductIn order to become the UK consumer's first choice for food, Sainsbury's Supermarkets announced its new corporate identity in February 1999, "Making life Taste Better?recognizes that food is at the heart of people's lives. "Making life Taste Better?is more than just a slogan or campaign, it is about a real cultural change at Sainsbury's. Sainsbury's takes action to focus on quality and innovation as well as enhancing the range of food and developing new products. They not only maintain the company's historic strength in fresh foods: exotic fruits, ready meals, specialty breads and reduced -fat milks, but also Sainsbury launched its new Taste the Difference range In November 2000. It was the biggest food brand launch in the UK history. There are more than 350 foods in the range and each one has been grown or produced with the extra time, care and attention needed to bring out its full natural flavours. Apart from this, at the beginning of January 2001, Sainsbury's Supermarkets first announced the introduction of biodegradable packaging made from potatoes, Sainsbury's own ?label organic fruit was sold in the biodegradable trays at all stores. Now, Sainsbury's has developed over 600 organic lines with the best sellers in the...

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