Team works presentation after 3 months of project on New Product Development (NPD) to Sainsbury's Brand, UK, London. Market Analysis, Competitive Analysis, Design, Portfolio gap, Launching, Promotion & Retail. University of Greenwich, Business School 2009/2010, Postgraduate ERASMUS Program, Term 1, Innovation & Creativity in Marketing Course (ICM)

1. The chocolate
colourful team…
…with a white chocolate core…
Presents…

2. Plan
Sainsbury’s & Caribbean History
Market Analysis
New Product Development
Retail & Promotion
Sainsbury’s benefits
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3. Sainsbury’s History
Founded by J. J. Sainsbury
The largest grocery retailer
Pioneered self-service retailing
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4. Sainsbury’s History
Trading philosophy
« Quality perfect, prices lower »
Innovative
==> 1st store has launched own-brand lines
==> 1st store has own-brand goods !
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5. Sainsbury’s Currently
Figures Market Share
Supermarkets Tesco
Convenience ASDA
stores Sainsbury’s
Source – TNS UK – Jan2008
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6. Sainsbury’s Currently
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7. Sainsbury’s own-brand lines
50,000 lines of which 20% own-label
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8. Caribbean
History
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9. Caribbean History
Carribean Culture
"Out of many
one people “
Mix
Spanish/Indian/Chinese
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10. Caribbean History
Emergence into UK -
June 22nd 1948 -
World War 2
Armed forces
Windrush
Vital part of British
Society
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11. Caribbean History
Events
Notting Hill Carnival
Originated in 1964
Variety of people
Cultural Experience
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12. Caribbean Experience
Variety of people Try something new
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13. Market Analysis
Competitor

14. Competitive Analysis
Source – Defra 2008
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15. Competitive Advantage
1st supermarket to work with
Farmers => encourage to Organic gap
Packaging Industry => more compostable
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16. Competitive Advantage
“Our customers tell us that food packaging is
extremely important to them and can determine what
they buy, so our packaging team has been looking at
ways to address these concerns.”
Justin King
Sainsbury’s Chief Executive
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17. Competitive Advantage
Launched fully compostable packaging
Held 1st organic conference
Won design award for SO organic
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18. Market Analysis
Ethnic food

19. Ethnic food environment
Chinese 72%
Indian 61%
Thai 29%
Mexican/Tex-Mex 23%
I never eat ethnic food 13%
Cajun 11%
Caribbean/Jamaican 9%
African, eg Algerian/Moroccan/Tagine 8%
Middle Eastern, eg Lebanese 6%
Malaysian 5%
None of these 3%
Vietnamese 3%
South African 2%
Korean 2%
Source – Mintel Ethnic Restaurants UK 2008
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20. Emerging ethnic food
Other (including Middle Eastern, African, 21%
19%
Korean and South American) 16%
8%
Japanese 8%
9%
Southeast Asian ( including Malaysian, 12%
10%
Singaporean, Indonesian and Vietnamese) 9%
21%
Cajun/Caribbean 21%
23%
38%
Thai 42%
43%
Source – Mintel Ethnic Restaurants UK 2008
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21. The product(s)
Customer insight
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22. Attitude towards ready meals
Consumers Perception
Consumers purchasing behaviour
Lifestyle changes
Source – Mintel - Ready Meals UK - May 2008
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23. Customers Survey
Ready meals ? 15%
YesNo
85%
Our Quality Survey UK 2009
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24. Customers Survey
RM convenient ? 18%
YesNo
82%
Our Quality Survey UK 2009
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25. Customers Survey
Caribbean food ?
32%
YesNo
68%
Our Quality Survey UK 2009
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26. Market opportunities
=> Positive attitudes towards RM
=> Positive attitudes towards Caribbean
foods
=> Market ready to be penetrated
=> Genuine Interest in Caribbean foods
Source – Mintel - Ready Meals UK - May 2008
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27. Customer needs
Our Quality Survey UK 2009
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28. The product(s)
Design
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29. Features
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30. Terminology ?
Exotic
Spicy
Tropical
Sunshine
Romantic
Coconuts
Happiness
Our Quality Survey UK 2009
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31. Product name !
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32. Packaging
Design
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33. Packaging
Sizes
S L XL
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34. Are you hungry ?
Fasten your seat belt !
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35. Tantalising meals !
+ + +
= Spice Chicken
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36. Tantalising meals !
+ + +
= Curry Beef
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37. Customers Survey
New products ? 12%
21%
Always
Frequently
Never 68%
Our Quality Survey UK 2009
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38. Location
Convenience
Price
Exceptional
Other
Quality
Competitive
Our Quality Survey UK 2009
Prices
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39. Price
Cost of product Price to sell
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40. Retail
Promotion
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41. Event way
Notting Hill Carnival 2010
« Prepare, Live, Continue the experience »
=> One week
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42. Media way
Innovative multimedia using advertising
MEDIA
PRINT
WEB
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43. Store way
Sales development
Sales entertainment
Sales promotion
Loyalty card
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44. Target
Core Main
22 – 38 years old 18 – 55 years old
Sainsbury’s Loyalty
Customers Used to purchase
Used to purchase ethnic food
Ready meals Convenience Store
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45. Value added
The right way
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46. Sainsbury’s gap
Extend the “taste the difference” &
ethnic product range
New gap in a special market
In agreement with the Corporate
Responsibility !
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47. Sainsbury’s benefits
Improve Brand Image
Competitive advance
⇒Win a step compare to your Competitors !
Increase the RM sales by +15%
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48. Thank you !
The Caribbean Team
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