英国Sainsbury超市品牌建立营销方案dissertation

介绍—Introduction

 

Sainsbury 超市的历史—History of company

 

Sainsbury’s was founded by John James and Mary Ann Sainsbury in the year 1869 and now has a total of 890 branches with 547 supermarkets and 343 convenience stores.

 

It is co-owner with Sainsbury's Bank Lloyds Banking Group and two joint real estate ventures with Land Securities Group plc and British Land Company PLC.

 

Sainsbury’s brand is based on a heritage of customer healthy food, tasty, fresh and safe. Fair price and quality go hand in hand with a responsible approach to business. Store of Sainsbury focused on fresh foods and strive to constantly improve and renew products in line with the demands of our customers.

 

Now, the company has more than 19 million customers a week and a market share above 16 percent. Our stores provide about 30,000 products and non-food offer complementary products and services in many of our businesses. Home deliveries shopping on Internet is available to nearly 90 percent of British households and has employed 150,000 people.#p#分页标题#e#

 

 

Sainsbury超市的营销策略—Strategies of company

 

The strategies of company focused on five areas of interest. These areas are characterized by a strong brand and heritage of Sainsbury lifting is always backed by major competitors.

 

 

1.物美价廉— At very fair price offering Good food

Based on the head and spread in food. Through the exchange of passion for the customer healthy, tasty, fresh and safe, Sainsbury’s will innovate continuously and a leadership role in providing high quality products at fair prices in the integrity source.

 

More than 19 million customer transactions each week, on average, one million more than last year.A 16.1 percent market share in Britain, 0.2 percent from the previous year.

 

Food Quality Awards more than any other vendor in this year, including seven wins in 15 categories of value.

 

The world’s biggest retailer of goods of Fairtrade by value Rapid growth of complementary non-food items and services.

 

The acceleration is continued for the development of services and non-food along with the principles of quality and value and provides a wider experience of shopping for customers.

 

Other non-food sales grew 3 times faster than the sales of food and clothing in TU range constant for its star performances.

 

The company range of TU clothing for children is now in the market of UK is seventh largest volume.

 

Doubling the capacity of storage of clothes to grow the demand for companies clothing lines has to be managed.

 

Bank of Sainsbury has achieved strong growth, with income from operations amounted to 19 million pounds.

 

2.通过多种渠道吸引顾客前来购买—Reaching the customers more by additional channels

To extend the reach of the brand of Sainsbury by opening new stores convenience and development of online activities.

 

Sainsbury's opened 51 stores in 2009/10.A total of 335 convenience stores, discounts over plans to open 75 to 100 in 2010/11 additionally.

 

Business in online groceries is growing rapidly, with sales up nearly 20 percent to almost 90 percent of British households.The non-food launched online in July 2009, now with over 8000 products nationally are available.

 

3.扩大超市内部空间—Increasing the space of supermarket#p#分页标题#e#

Aiming at expanding the company and to provide housing, research and actively developing a portfolio of new markets and expand the branch network, largely undeveloped to a better food source while growing space for the informal sector-Food.38 new stores were opened, including the largest market in Northern Ireland at a Sq ft of 70,000.

 

4.增加13家商场—Extended 13 supermarkets

More than 1.1 million square meters total new premiums (including convenience) increase to 6.8 percent.

 

On the way towards the goal of increasing the volume of oil to meet 15 percent within two years to March 2011

 

5.实施合理的管理策略—Active Property Management
 

Property ownership assets provide flexibility in the operation and use of growth opportunities potential is to maximize the value.

 

The market value of our homes property real estate portfolio amounted to 9.8 billion pounds.

 

For GBP 2.3 billion pounds years past, including 0.7 billion pounds value of real estate investment and activity development.

 

294 store are freehold wholly-owned and in its own long-term contract with an 85 percent growth potential development.

 

Two joint venture properties with 43 supermarkets (J Sainsbury plc, 2010).

 

对商业零销商建立品牌方案的评价—Evaluation of branding methods for structure brands in businesses of retail

 

The dimensions of strategies are not illustrated in the policies of brand enhanced than that of the comparison among the competitive companies which under similar sector, which was the same case at the sector of retail. While they face with the potential of similar clientele the companies will opt for various policies of branding which reflects their identities individually and prefer the strategies accordingly. It is prove that when the policies of brands within the retail sector will be with their terminology independently which will be first clarified before it is linked to the some of the terms and concepts.

 

The brand of retailer in not a current phenomenon, as known that the Sainsbury was started in the year 1869, and at France its brand was registered officially in the 1929, the Coop which has undergone into few changes till 1976. The brands were only the umbrella brands, absolutely for the retailers and the number of product comparison in the similar category. Major purpose of brands was to supply like a defence tool against the suppliers by retailers that cannot be supplied to them (Jean Noel Kapferer, 1997)

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客户服务对构建品牌的宣传有利—Customer service support in building brand advocacy

No matter how better the company experience the complaints of customer complaints (availability, price, service, etc), there will always be. How to solve the fundamental complaint to the reputation of your brand is the important. Brands which are successful will demonstrate proactively a genuine need to resolve problem and describe their actions to resolve the problems of their customers. Actually now-a-days the customers want them to make feel that they are heard and recognized, that is, not only about the money in some of the experience with customers happy to accept a real problem to a lower value of the compensation when they feel they need to be heard. Therefore the company must “Show that you listen. Show that you understand.” Ask clients how they would like to solve the problem (Brand Reputation, 2009).

 

Sainsbury超市背景—Background

 

Sainsbury is one of the famous and large retailers in United Kingdom with nearly more than 880 stores out of which 340 are convenience stores and rest are supermarkets. Sainsbury organization even has some of the partners like Lloyds Banking Group and Sainsbury’s Bank. This is the first retails industry which has started with the dairy products preceded to some more organic products with its own brand value in the retail market of UK. These chain retailers are so famous in the continent due to their quality of organic food they provide to their customers. They have created their brand mark in their products by providing some of the food products which are safe, healthy, tasty which are obviously fresh. The criteria for the organization to build high brand products in only the quality of food they supply to their customers at very nominal prices which are affordable by all sections of the society. It is expected that the organization is serving weekly nearly 20 million of the UK population which nearly covers a 16 percent of the market share. Main competitors of Sainsbury are Tesco and Wal-Mart which are even considered to be one of the biggest and famous branded retailers in UK. In this criterion it is very much important to maintain effective branding policies so as to sustain in the market. As it is having a very huge number of customers it is very much important is maintain the quality and therefore even the brand value in this competitive world. Though Sainsbury is the first organization to produce organic food products which has been started with dairy products, it has to compete with some of the other retailers like Wal-Mart and Tesco, who are even producing some of the food products along with some of the retail products, so as to sustain in the retail market (J Sainsbury, 2010).

 

Brand reputation is considered be more competitive in some of the markets like UK which very challenging corporations. It is considered that brand reputation of the any organization will reflect the reputation of the organization itself along with business ethics, vision and mission of the organization. Therefore it is very much important to maintain the brand reputation in any business process so as to enhance in the market. In this research the chosen organization for the evaluation of the branding techniques is Sainsbury retailers. Branding plays key role in the retail markets where customers seeks for more brand reputation for the product they are willing to buy. Customers never believe in the manufacturers words but they have more trust on the other customers’ reviews which shows major impact on the business process (Brand reputation, 2009).#p#分页标题#e#

 

The major purpose of this research process is evaluate the branding techniques and the effective measure or methods which can be adopted in the evaluating these branding process in the retail industry in UK.

 

主要参考资料—Key Literature

 

Sainsbury is the retail organization which is very famous for producing quality brand food products into the market. It is the first retailer to produce retail product which includes food items mainly to build its own brand value for those retail products in the UK market. Brand value for the retail products has been started with Sainsbury in early of 1869. But it has been observed that the products in the stores of Sainsbury acquired band value though are from different manufactures which are considered to umbrella brands. The major aspect of this process of umbrella brand is that the retailer who is providing these products serves as defence tool for the actual suppliers of the products. This even implies that the products which are produced with low brand can acquire high brand value by entering into the market through these braded retailers. From the past few years it has been observed that in this world of high competitiveness more and more basic and unbranded retailers and supermarket have appeared in the market. In this criterion some of these unbranded retailers prod ivied goods at 30% to 40% cheaper rates when compared to that of branded retailers like Sainsbury. This led to unhealthy competition in the UK retail market. This has paved way to the confusion of the customers whether to have branded product though it is at high prices or to adopt low branded products with nominal prices. Usually the customers tend to later one than the former one in early stages if they are very confident about the quality of high branded products (Jean – Noel Kapferer, 1997).

 

依据—Justification

 

Evaluation of effective methods in implanting effective branding techniques has been chosen as the topic of my research in retail sector as barding is one of the important strategies in this competitive world. Sainsbury has been taken as the organization for evaluation of this research process as it is first and foremost organization to have braiding value and brand equity in the retail sector. In the earlier stages Sainsbury is the organization which is in the forefront of all the retailers in UK market. But later years due high competition is market many of the generic supermarkets have come into existence which have created an unhealthy competition in the market. This has paved way to Sainsbury to fall in the retail market from its top position. Though it has produced innovative products in food items in its earlier stages, it has lost its position in the market due to lack belief in their customers. Even in UK among all the products in the market retail products are occupying very less brand equity and brand value. It is even observed that among all the retail products in the markets of UK food products are occupying a very low level of brand value while others are having their own brand value with their manufactures. In this criterion I have chosen Sainsbury as my research organization as it is first and foremost retail industry to produce organic food product in the UK retail market. Due to all these reasons I have branding as the subject of research in the retail market so as to evaluate more effective and efficient techniques in this criterion.#p#分页标题#e#
 

研究方法论—Research Methodology

 

首要研究—Primary Research

All the methods in this study regarding the evaluation of brand values in a retail type of business can be studied and major information can be collected in the form of questionnaire procedure. This case study on the topic of evaluation of brand building plots some of the effective ways for collecting the data which can be useful for further development procedures by the organization. More over most the study in this thesis is based on data collected from primary research sources and secondary research sources. Detail representation of each source is given below.

 

This mode of collection of data is included with the direct integration with the executives of the selected brands and obtaining the feedback of customer over the performance of organization which determine the brand value of the organization. Feedback through customers and staff is the key factor for the organizations so as to predict the present functioning stage of the group compete with other brands.

 

分析品牌存在的优缺点—Advantages/disadvantages
 

With the usage of such type of research most common factors for increasing the brand value can easily obtained with the feedback presented by the customers. With this mode of research the management can get the clear idea about their brand in market and they can also predict the future existence of brand in market and can give the genuine information about the products that are furnished under their brand.

 

选择构建品牌的方案—Chosen
 

This topic was so chosen to determine the different methods adopting by the most of the organizations for increasing their brand value with other competitors. The information included in this study helps the most of the customer to understand the various concepts implemented by the various organizations in the process of increasing the brand value. (Marketing, 2010)

 

第二步研究—Secondary Research

 

收集相关信息—Types
 

Secondary research is another form data collection. In this mode most of the secondary data is obtained by journals, books, private agencies and internet. In secondary mode of data collection internet is the major source for collecting the required information.

 

分析优缺点—Advantages/disadvantages
 

With the help of secondary mode of data collection lot of information regarding the brand value and existence of it can be collected with appropriate figures. Analytical data can be collected in this mode of research that was conducted by different agencies over the issue of increasing methods of brand values and techniques.#p#分页标题#e#

 

确定目标—Objective
 

The main objective of selection of such topic is to provide the accurate information to the customers of the organization and also the management of the group regarding the concept of brand value among other competitors.

 

确保质量—Quantitative / Qualitative
 

In secondary mode of research most of the data collected is through various quantitative sources which meets the basic reports that are available in internet and all other sources. Reality information is provided with the qualitative approach. Under some circumstances information is also collected through different interview techniques also.

 

确定范围—Scope
 

With the completion of study on various methods of implementations to build the various brand value increment methods of business management can be to understand the various concepts regarding the increment of their brand value.

 

限制性因素—Limitations
 

With the help of statistical information this study helps to have more glances over the aspects of different ways of service providing by the Sainsbury group which in turn help them for increasing their market value among other in global standards. Sainsbury provide the ethical way of service to their customers not possessing any fraudulent schemes.

 

符合道德规范—Ethics
 

In this study on various effective methods of building brands in retail business is taken from the audit report of Sainsbury group and all other sources. All references of collected data is enclose in this study with original writers. Information in this study is not collected from any of the illegal activity references. One thing should be considered that Sainsbury provide the good products for the trusted customers with moral ethics.(introduction to marketing research,2010)

 

建议—Recommendation

 

Sainsbury group intimated to enquire about the various methods that can be possessed in building their brand value. This study acts as the guide the administration of Sainsbury group for providing the better service to the customers. By providing the genuine service and products to the customers brand value of Sainsbury can automatically increased in the reputation point of view. This study demonstrates the various methods and schemes of providing methods of services to the customers of their group. More over the clients of Sainsbury group must maintain good relationship with the customers so as to increase and operations and brand value. Lack of communication may also cause damage to the reputation of the Sainsbury group. More over the management of Sainsbury group must be aware of implementing different schemes for the customers as well as the staff working in Sainsbury organization. Thus by performing the methods implemented in this study would be helpful for the management of the group to increase their brand value over the retail market.#p#分页标题#e#