BUS7B29 Integrated Communications Assignment Sample
1.0 Introduction
The report will be discussed about the current integrated marketing communication strategy of the Sainsbury Company, there will be a brief analysis, which will be include background of the company, integrated communication strategy. Sainsbury is a group of UK which is leading a retailing shop and providing many items, food, clothing, and many services. The motive of the company is providing a good service and food in low price. That is why the company is leading to conduct the integrated marketing communication strategy, which is a take by the marketing department of a company as it is connected with the different channels and strategies. The aim of this report is provide a detailed discussion of the company and its industry background and also undertake a detailed analysis of the current integrated communications strategy.
2.0 Background
Sainsbury is a group of UK which is leading a retailing shop. The retail shop is providing many items, food, clothing, and many services. The purpose of the company is to provide a good service and provide food at a standard price. The company was established in 1869, the company was established by “John James” and “Mary Ann Sainsbury”, now it is standing in a standard place of the Britain market and holding the longest retailing chain of food in the Britain market. The principles and values guide the founders strongly and imply a great impact on the mind of the consumers (Bondarenko, et al.2017).The actual name of Sainsbury is j Sainsbury, the name Sainsbury is known widely in its home nation. it is found in the UK that there are more than 400 hundred stores or 440 stores of Sainsbury. As it is a large retailing shop, it conducts the largest amount of stock of the products which is more than 23.000. Forty percent of the products carry the Sainsbury’s brand that is produced in the UK. There is some information found about the leaders of Sainsbury, as the company is established by James Sainsbury, at that time 1869 to 1928, the company is directed by James Sainsbury. After sometimes from 1928 to 1938 the company is operated by John Benjamin. These leaders are changing systematically; from 1869 to 2020 the company has been handled by intelligent and smart leaders, now the company and the retailing chain are operated by Simon Roberts.
Sainsbury has operated many and different items in its supermarket, it is found that diesel, petrol is selling in many of its supermarkets, which is first produced in a forecourt at the hypermarket placed in Croydon in 1974. In 1980 Sainsbury is create its forecourts and produce a fuel system, some other services are also provided by Sainsbury like cafe service. The cafe service is provided in all shops of Sainsbury. Sainsbury becomes successful in making a place in digital marketing; it is providing a service through the online network and which is identified as Sainsbury’s online. The company Sainsbury is maintaining a supply chain system to provide service from 13 distribution centers.
They are also focusing on sources with integrity to respect the environment. In 1997 Sainsbury had established a bank named Sainsbury’s bank, which is a joint project of J Sainsbury and the “bank of Scotland”. Sainsbury also provides some ventures, which include wine shops, mobiles, pharmacies, entertainment. In mobile Sainsbury is trying to operate a mobile network system in 2001 and from the year 2001 to 2003 activities got closed due to some unusual instability of commercial status of Sainsbury, Sainsbury also provides a pharmacy service in their supermarkets; Sainsbury is featured 270 pharmacies in their supermarkets, it also providing service in cinemas and some entertainment content, where they operate a transactional website, through which the consumer can download films. The websites of Sainsbury have also featured an mp3 download service to the consumers. It has also provided DVDs, CDs, and Blue-ray discs [df.tuzvo.sk, 2017]. The retailing system of Sainsbury is also featuring “Nectar360”, It also featured “habitat” that always implies inspiration and helps the management to make more innovative, the management system opening more “habitat” concessions in the stores of Sainsbury’s supermarket to provide the consumer homeward brands. The “habitat” is trying to provide a great design for the consumers to help them to find the fit products for their homes. (d1wqtxts1xzle7.cloudfront.net, 2017)
3.0 Analysis
3.1 Current integrated communication strategy in Sainsbury
The organization has facing many difficulties to develop their infrastructure in the market, that why they are currently integrated some communication strategies in their business.
The integrated communication strategies are including some process of aligning symbols and messages that are procedure for an organization. That are implies to understand the behavior of the aspects and to communicate with the issues in the organization. Sainsbury can include the process, for doing that they have to attend some key words,
- IMC: This is integrating and co—ordering the communication strategies for an organization and helps them to deliver messages including the consistent.
- Terminology; it is identified as a “Sensodyne Pronamel” case that is explores many ideas in changes, values and marketing scopes, and implied the aspects that helps thee management to communicate with the consumers in the market.
- Audiences or the consumers: here the communicator of the organization is need to set a clear target to communicate with the audiences to identified the potential impact.
3.2 Marketing communications
Marketing communication has included many aspects, as it is including plan, design, after that the implement of the plan and evaluate the design in the sectors. In the communication involves the delivery of the messages to target the consumer through some tools and media. The communication strategies suggested some plans that help the organization for communicating with the information that is related to some issues and situations that are faced by the organization. The communication strategies help the management system to communicate with the consumers and help them to imply changes as per the requirements; from the communication they can easily imply changes in project initiatives (Dykha, et al. 2021). The communication strategy is needed in a business because it will be helpful for the manager to communicate or interact easily in the organization and throughout this, they can easily imply changes in the management process.
The promotion of the product and the service has included some tools that are presented below:
- Advertisement:
That are included the presentation and promotion of the products.
- Sales promotion;
The aspect of the sales promotion are included some initiatives to encourage sale of the products and service of the organization.
- Personal selling:
In this process the force of the sale is directly interact by the organization to get engaged with consumer and improve the marketing sales and build a healthy relation with the consumer.
- Relation with public:
In the selling process of the products is depend on the relation of the public, where the organization has needed to build a good relation with the consumer or the public of the company’s to build up a healthy and corporate image in the market which help them to leading a standard place in the market and in the mind of the consumer. (saarj.com, 2021)
- Direct selling and digital marketing:
In this process the production of the products and selling of the products is directly engage by the organization to get connected with the consumer and launch an immediate response system for providing service.
- Engagement:
The engagement of the product to the consumer is depended on the behavior of the producer of the organization and how they will be producing their products to the consumer.
3.3 Integrated marketing communications
The integrated marketing communication process or the coordination and integration of the marketing communication tools are revenue the sources of the organization which maximize the impact of the product and service on the consumer. The integrated communication tools are implies involvement in the business channel, internal communication and external communication channel. An integrated marketing communication plan implies many things as it keeps the aspects active in the organization, it helps the management to derive efficiency in a set process and the communication plans help the management to reach the importance to the right person. In a business, the communication plan has included many activities (Amir and Burt, 2008). The communication plans improve the efficiency of the management system to manage the conflicts and it also helps the organization to determine the requirements. (df.tuzvo.sk, 2017)
In the marketing sectors there are some internal marketing tools are founded in the business marketing, the tools are
- House magazines
- Digital communication
- Meeting system between the staff
- Team buildings
- Other integrated tools
3.4 Findings and gaps
The organization should use the integrated communications system, as it includes many aspects in the business. The integrated communication helps the organization to get faith in the mass media advertisement; it involves those types of elements which involved the organization in the media cost inflation. Those organization are need to implies more impact on the mind of the consumer about their products and service they need to adapt the integrated communication, the aspects of the integrated communication is reduce the effectiveness of the costs and increase the efficiency of the organization. As the integrated communication system ahs include the fragmentation of the media and audiences and increased the brand differentiations. It has also include many aspects that are implies many advantages for the company, as it developing the relationship of the consumer with the company, build more loyalty of the consumer to the organization and implies the strategies to reduce the globalization. There are several issues are found in the integrated marketing communication strategies. A shift in the market place power from manufacture to retailer in the channel power is become a challenge for the company, a movement will get away from the relying on advertisement, repeated growth of the data base of the marketing. (sainsburys.co.uk, 2021)
4.0 Conclusion
In this report an integrated communication plans are strategies are included, the plans are implied in a business to improve the efficiency of the organization in the market. The strategic plans of the communication include so many tools and the tools are included plays many roles in the development of the business infrastructure, here the strategic communicating plan or the integrated communication plans has included for the retail company Sainsbury, which will be very helpful for the company to increase their ability in the market. The efficiency of the tools and importance of the tools are included in this report.
Reference List
Journals
Bondarenko, V.A., Demyanchenko, N.V., Ivanchenko, O.V. and Mirgorodskaya, O.N., 2017. Role of staff marketing in increasing business performance.
Bormane, S., 2019, May. Trends in the development of integrated marketing communication in the context of digital marketing. In SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference (Vol. 6, pp. 84-95).
Camilleri, M.A., 2018. Integrated marketing communications. In Travel marketing, tourism economics and the airline product (pp. 85-103). Springer, Cham.
Dykha, M., Ustik, T., Krasovska, O., Pilevych, D., Shatska, Z. and Iankovets, T., 2021. Marketing Tools for the Development and Enhance the Efficiency of E-Commerce in the Context of Digitalization. Studies of Applied Economics, 39(5).
El‐Amir, A. and Burt, S., 2008. Sainsbury’s in Egypt: the strange case of Dr Jekyll and Mr Hyde?. International Journal of Retail & Distribution Management.
Online article
d1wqtxts1xzle7.cloudfront.net, 2017, communication strategy and tools in the marketing business of Sainsbury, available at:https://d1wqtxts1xzle7.cloudfront.net/66086152/007_0017_2021_-with-cover-page-v2.pdf?Expires=1635165583&Signature=H6yc29lB1iGhb5rE35vhLcF7ipc1WpS0KnaUiIjpegtyDk5CMPDNBkFBbtR83wjSA6BTBKPtyKTj3xTChIw4JLa11DYEKULvjpWdoV~6Rl41y3m8s0r6vaxuNXrc9neVi~WyzC77aRzdyt~cj6ldrKR-CBpN0GgqOaotB3mxUok~0ozWQhO-H4xYDZulTp0tW3t5Cj6KEnIBI8rUHaMxZecNTd-PfJXlomvBgSQEkQcuTevl8eN1MY6XRKitfAZaxM1OG7tlJ~vf~gxPrtFWW8EF1CqdUk-IAkPKkiCUP7mQtLwRBowx2hIqGBgQqwggSumwCwN0QFIbsybsB1dClA__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA
df.tuzvo.sk, 2017, communication strategy and tools in the marketing business of Sainsbury, available at: https://df.tuzvo.sk/sites/default/files/17-01-18_0.pdf [accessed on: 10.10.2021]
pdfs.semanticscholar.org, 2019, communication strategy and tools in the marketing business of Sainsbury, available at:https://pdfs.semanticscholar.org/5563/334c881bb2a151493ffdc805c7e0a8915281.pdf [accessed on: 10.10.2021]
saarj.com, 2021, communication strategy and tools in the marketing business of Sainsbury, available at:https://saarj.com/wp-content/uploads/paper/SAJMMR/2021/FULL-PDF/SAJMMR-APRIL-2021/4.5,%20Dr.%20Shilpa%20Bagdare.pdf [accessed on: 10.10.2021]
Website
sainsburys.co.uk, 2021, communication strategy and tools in the marketing business of Sainsbury, available at: https://www.sainsburys.co.uk/ [accessed on: 10.10.2021]
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