The marketing mix is a very important topic in marketing. It is often called ‘4Ps of Marketing’. Product, price, place, and promotion are the 4Ps in the mix. However, the purpose of this article is not to explore the concept of marketing mix. It rather aims to focus on the marketing mix of Sainsbury’s.
Introduction to Sainsbury’s
Sainsbury’s was founded in London in 1869. According to the most recent data (as of December 2017) published in a number of sources, it is the third largest supermarket chain in the UK. It employs more than 150,000 people.
Marketing mix of Sainsbury’s
This marketing mix of Sainsbury’s analyses 4Ps and explains the company’s business & marketing strategies.
Sainsbury’s offers products and services from a wide variety of brands available in the market. It also has over 15,000 own brand products. Fresh & bakery, meat, frozen food, drinks, health & beauty products, baby products, cleaning products, clothing, electronics, entertainment and many more options (90,000+ products) are available for customers. The company’s takeover of Argos has further increased its portfolio. Sainsbury’s heavily invests on own brand product development and has a great reputation for the quality of many of its products.
Sainsbury’s offers ‘great products and services at fair prices’ (Sainsbury’s, 2018). As you know, companies develop their pricing strategies in line with their positioning strategies. Sainsbury’s has certainly positioned itself in the high-end market. Therefore premium pricing is often seen in many of its products. However, many of its basic products are cheaper compared to the offers of big competitors in the market. In 2016, Sainsbury’s announced to ditch its Brand Match promotion to cut prices on everyday products such as bread, cheese and household cleaning products (Butler, 2016).
Customers can shop with Sainsbury’s by visiting one of its supermarkets/stores or online. Sainsbury’s has 605 supermarkets and 807 convenience stores (Sainsbury’s 2018). It receives over 250,000 online orders each week. In October 2017, Sainsbury’s announced to roll out 1 hour delivery to 1.7m customers in some parts of London (IGD, 2017). This is an extension of Chop Chop app scheme the company started in 2016.
The last element to address in the marketing mix of Sainsbury’s is promotion. Promotion is about how a company communicates with its target audience. Sainsbury’s uses a variety of media to take its messages out and persuade customers to purchase its products and services. Over the years, it has indeed used TV, radio, newspapers, the Internet and others for advertising purposes.
Sainsbury’s used a number of celebrities (e.g. Jamie Oliver, David Beckham, and Daniel Sturridge) over the years as its brand ambassadors. It generated an extra £1.12 in sales with a £41 million advertising campaign starring Jamie Oliver. Sainsbury’s was also the first Paralympic-only sponsor of the London 2012 Paralympic Games.
Sainsbury’s also uses sales promotion to persuade customers to buy its products and services. It often uses price cut and other promotional offers. Its customer loyalty scheme ‘Nectar reward card’ is also popular among many customers.
We hope the article on the marketing mix of Sainsbury’s has been useful. You may also like reading SWOT analysis of Sainsbury’s. If you liked this article, feel free to share it by clicking on the icons below.
The article publication date: 18 February 2018
Sainsbury’s (2017) About, available at: http://sainsburys.jobs/home/about (accessed 28 December 2017)
Butler, S. (2016) Sainsbury’s drops price match promotion to focus on cheaper basics, available at https://www.theguardian.com/business/2016/apr/07/sainsburys-drops-price-match-promotion-to-focus-on-cheaper-basics (Accessed 15 February 2018)
IGD (2017) Sainsbury’s rolls out 1 hour delivery to 1.7m customers, available at: https://supplychainanalysis.igd.com/retailers/sainsburys/news-article/t/sainsburys-rolls-out-1-hour-delivery-to-17m-customers/i/17706 (Accessed 15 February 2018)
Photo credit: Pixabay
Author: Joe David
Joe David has years of experience both in the UK and abroad. He writes regularly online on a variety of topics. He has a keen interest in business, hospitality and tourism management.