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Sainsbury's Marketing Communications Plan 2008-209

In order to provide a structure upon which a comprehensive marketing plan can be build, Sainsbury's should adopt a SOSTAC model in order to help the development of a logical structure combined with the key elements of a plan.

The current situation puts Sainsbury's in the UK's third-largest supermarket chain, with a market share of   around 16% .with 823 stores,   unveiled profits of £488m, up 28% on last year's levels,   with 15 consecutive quarters of sales growth,

Given the current environment shows how the strength and broad appeal of the Sainsbury's brand has improved substantially during the past four years. Like-for-like sales growth, excluding fuel, of 4.3 per cent over the summer quarter and 3.9 per cent for the first half, 

Sainsbury’s is the most trusted ‘own-brand’ among supermarkets. Almost half of all shoppers placed ‘high’ trust in Sainsbury’s own products (47%) compared to 27% for Tesco, 17% for Asda and 15% for Morrison’s. Research carried out with 1,000 consumers in August 2008.

After the advertising campaign - featuring Jamie Oliver offering family meals for less than £5 -   Sainsbury's became more popular with consumers than any other adverts the supermarket had ever done.

Within the present financial crisis ,   Sainsbury's was "stealing very successfully" from its upmarket rivals.

About 30% of shoppers' baskets were now items on promotion, compared with around 20-22% a year ago.

Shoppers were becoming increasingly "savvy" and changing the way they cook and eat in response to the credit crunch. All the supermarkets have seen sales of organic and premium ranges slowing or grinding to a halt, while lower-priced and own-brand goods have proved more popular.

Sales of heat-and-eat ready meals had gone into decline. Shoppers "are trading away from ready meals to buying fresh food to save money". The exception was sales of heat-and-eat Chinese and Indian meals, which are "growing strongly, replacing takeaways"....