Sainsburys Brand Presentation

Live well

for less.

slogan

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. 

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.

HistoryFirst 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.

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

Supermarket

Convenience stores

Sainsbury’s Hypermarket

Private labels

• BASIC

• SAINSBURY’S

• TASTE THE DIFFERENCE

• ORGANICS (SO)

• Be Good To Yourself

• Free From

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

GroupHas two property joint ventures with Land

Securities Group PLC and The British Land Company PLC.

Operates with 1016 stores583- Superstores and 523 Convenience and Stores

Business structure And Diversification

Sainsbury's online

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.

oknack of convincing consumers oPrice-comparison schemes oVouchers or coupons oOwn Private labelso Excellent Marketing StrategyoNectar Cards

Key success factors

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.

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.

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.

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

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

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.

SWOT ANALYSIS

Strengths 

Online growthLoyal customersStrong brand equityReputation managementFirst supermarket to introduce Fair-tradeGood quality ProductsSainsbury OrganicsEmphasis on fresh and packed food

Weakness

Treated as expensive brand than Tesco, Asda etc

Very expensive premium brand.

Opportunities 

AcquisitionsEmerging markets and

expansion abroadOnlineSpace to Growth

Threats 

CompetitionEconomic slowdownLower cost competitors or imports

 Limited exposure to international

markets

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