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Sainsburys Brand Presentation

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Sainsburys Brand Presentation

  1. 1. Live well for less. slogan
  2. 2. First store small dairy store in their three- story Drury Lane home . passion for order, cleanliness, and high-quality merchandise made the shop an inviting place Sainsbury's boasted marble counters, mosaic floors and white-tiled walls Fresh and high quality food "Quality perfect, Prices Lower“ largest grocery retailer in 1922 – J Sainsbury LTD Sainsbury's was founded in 1869 by John James Sainsbury and his wife Mary Ann Sainsbury in london. 
  3. 3. History  Sainsbury’s opened its first store on London's Drury Lane in 1869 by John James sainsbury and Mary Ann sainsbury.  By 1882 Sainsbury’s started selling their own brand(private label).  First to recruit women to work in stores during the First world war.  First to open sell service store by 1950.  During the 1950s and 1960s Sainsbury's pioneered self-service supermarkets in the UK  First to introduce Bakery ,fresh Fish counters and Petrol shops by 1970.  First to introduce carry bags made from recycle material by 1989.
  4. 4. History  First to introduce Fair trade in the major supermarket in UK by 1994.  It was the first retailer to convert all our bananas to 100% Fairtrade by 2007.  It was the first retailer to launch our own brand 1% fat milk by 2008.  It became the world's largest retailer of Fairtrade products by 2010.  It was the biggest supermarket retailer until 1996 when Tesco took over and lost its second place to ASDA.
  5. 5. LOOSING GROUND TO RIVALS  included the rejection of loyalty cards,  the reluctance to move into non-food retailing,  the indecision between whether to go quality or for value,  the sometimes brutal treatment of suppliers"which led to suppliers favouring Tesco over Sainsbury's  Value to shout about- A 1998/1999 campaign fronted by John Cleese which was widely claimed to be a major mistake  For much of the 20th century Sainsbury's had been the market leader in the UK supermarket sector, but in 1996 it lost its place as the UK's largest grocer to Tesco
  6. 6. Supermarke t
  7. 7. Convenience stores
  8. 8. Sainsbury’s Hypermarket
  9. 9. Private labels • BASIC • SAINSBURY’S • TASTE THE DIFFERENCE • ORGANICS (SO) • Be Good To Yourself • Free From
  10. 10.  Sainsbury’s Bank provides a range of quality products including Insurances, Credit Cards, Savings and Loans. A new addition of Mobile phone services. Jointly owns Sainsbury’s Bank with Lloyds Banking Group Has two property joint ventures with Land Securities Group PLC and The British Land Company PLC. Operates with 1016 stores 583- Superstores and 523 Convenience and Stores Business structure And Diversification
  11. 11. Sainsbury's online
  12. 12. Distribution Sainsbury's supply chain operates from 13 regional distribution centres (RDCs), with two national distribution centres for slower moving goods, and two frozen food facilities.
  13. 13. oknack of convincing consumers oPrice-comparison schemes  oVouchers or coupons  oOwn Private labels o Excellent Marketing Strategy oNectar Cards Key success factors
  14. 14. Business strategy & objectives Sainsbury’s five areas of focus are underpinned by its strong values and culture, as well as their commitment to operational excellence. They put the customer at the heart of everything they do, aiming to make the lives easier every day by offering great quality and service at fair prices.
  15. 15. Great food Fresh food remains central to Sainsbury’s business and its success. It is a key battleground for UK supermarkets, with today’s savvy shoppers having high expectations about the quality, value and integrity of their food, particularly fresh produce.
  16. 16. Compelling general merchandise & clothing Its general merchandise and clothing businesses continue to grow faster than its food business and continue to gain market share. As they develop store estate, they have expanded ability to offer non-food. Now they have 161 stores selling larger non-food offer, 22 more than last year.
  17. 17. Customers now have far more choice of how, when and where they buy. Sainsbury’s business is both influencing and benefiting from new and interrelated customer choices. At Sainsbury’s, this could mean a large supermarket shopping trip balanced by more frequent and local top-ups, with the option of ordering online, from a range of devices, either for collection or delivery. Complementary channels & services
  18. 18. Marketing and branding  Jamie Oliver has been the public face of Sainsbury's  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 1990  "Fresh food, fresh ideas. Eat healthy" – Used in 1998  "Making Life Taste Better" Introduced 1999 and used until May 2005  Try something new today" Introduced in September 2005.  Value where it matters" Used in advertising from late 2010, still in use as of May 2011  BAD MARKETING- JOHN CLEESE ‘Value to shout about’ unsuccessful
  19. 19. Sainsbury's Active Kids is a loyalty voucher scheme by Sainsbury's A Sainsbury's Active Kids banner outside a school. Tokens are collected at stores, and are redeemed for sports equipment.
  21. 21. Strengths  Online growth Loyal customers Strong brand equity Reputation management First supermarket to introduce Fair-trade Good quality Products Sainsbury Organics Emphasis on fresh and packed food
  22. 22. Weakness Treated as expensive brand than Tesco, Asda etc Very expensive premium brand.
  23. 23. Opportunities  Acquisitions Emerging markets and expansion abroad Online Space to Growth
  24. 24. Threats  Competition Economic slowdown Lower cost competitors or imports   Limited exposure to international markets
  25. 25. Here's to ExtraordinaryHere's to Extraordinary