Integrated Marketing Communications By Mike Gregory, Nozir Hussain, Ruhell Ahmed & Shaun King
This is Sainsburys Sainsbury’s mission
Changing packaging and carrier bags
Sainsbury’s vision
Reducing plastic by 2025
Sainsbury’s values
Climate change awareness & customer education
Sainsbury’s corporate objectives 1600 stores reducing plastics by 2025
Helping customers since 1869
PESTLE - Political - Government Pressure - Economical - 20p Bag Charge - Social - Corporate Social Responsibility - Technology - Nectar App - Legal - Waste Responsibility - Environment - Greenpeace Protests Taylor, Lauville (2018), Corbishley (2019), Clews (2011), Renaud-Komiya (2019), Gabbatiss (2018), Young (2019)
SWOT Strengths -
Aim to reduce use of plastic by 50% by 2025 Taken out single use plastic bags for fruit & veg from stores completely Signed the Plastic Pact with other major brands and supermarkets No longer offer plastic bags with click & collect orders
Weaknesses -
Rated by Greenpeace as worst supermarket for recycling plastics No incentive for reusing bags or not purchasing bags Reusing plastics not communicated enough through marketing channels Not paying as much as they should for recycling
SWOT Opportunities -
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Keeping up with current market changes to meet customer expectations and stay competitive Act on customer impulse buying to buy sustainable products placed in the stores (location in store) Retain long-term customers with sustainability promotion
Threats -
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Carrier bag charge increase could make customers turn away from business Competitors making more of a difference with their policies e.g Tesco “identified as game changers� Media influencing public opinion by highlighting customers dislike towards a change with plastic policy
Competition
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Claims they will remove 1 billion pieces of plastic by end of next year 13% of packaging on its own-brand products is hard to recycle Trialling Loop scheme to increase package reuse Greenpeace claim Tesco could be game changer on plastic packaging Trying to scrap plastic bags with home delivery orders
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Removed 6,500 tonnes of plastic from own brand products Trialling a new type of coating on fresh produce, which could double the shelf life Still offer single use bags for fruit and veg despite plastic policy Selling refillable cleaning products Accelerated commitments to end of 2020
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Aim is to reduce plastic packaging and have 100% recyclable or compostable packaging by 2025 Letting customers make use of reusable containers since 2018 no longer offering single-use carrier bags in store No longer using any plastic bags for online orders – offering paper bags instead Plastic bag charge increased to 30p First supermarket to ban plastic fruit packaging
Competition
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100% recyclable, reusable or compostable packaging across all products by 2025 Offer Compostable shopping bags Removing difficult-to-recycle packaging by end of 2020 Trialling paper and cardboard packaging on many ranges of products Signed UK plastic Pact along with all major supermarkets
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First to introduce self-refillable containers in their stores Removing all black plastic from own label ranges Allowing customers to bring their own containers to the meat, fish or cheese counter Replacing all single use fruit and veg bags with a home compostable alternative Removing single use coffee cups
The Campaign Plastic reduction, saving the planet with “the Sainsburys 2025� our aim of reducing plastics to not only please our consumers but make significant difference to the planet. 2025
Campaign
The Campaign
Current reduced plastic in certain Sainsbury’s own productsCome check out our
new Sustainable products
The Campaign
Come check out our new Sustainable products
The Campaign
Creating more awareness throughout the store with further promotion of out our Come check sustainable range new Sustainable
products
The Campaign Billboard Advert
Social Media Post
Target Audience Demographic view -
Age group - 27 years old Status - In a relationship Working status - Full time
Geographic view -
Country - UK Region - South East
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Personality - enjoys Attitude - perceives different products differently Ethic - environmentally aware, but takes little actions
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Shopping location - Prefers to shop in store than online. Purchasing habits - Looks for a level of quality within their groceries Degree of loyalty - Faithful to Sainsbury’s brand but will occasionally shop with competitors.
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Social media - Actively shares interests with connections Community - Influential individual who socializes and contributes.
Psychographic view Behavioural view
Sociographic view
Sainsbury’s Customer Profile
Product Life Cycle Loyalty Ladder ❖ ❖ ❖ ❖ ❖
Prospect - Likely to buy Customer - Transactional Client - Repeat purchase Supporter - Readily adopting Advocate - Brand champion
Further Innovation
Making further efforts to towards a sustainable Come check out our new Sustainable community
products
Further Innovation
Making further efforts to towards a sustainable Come check out our new Sustainable community
products
SMART Objective • To increase social media interaction by 10% over the 3 months run up of the campaign. • To increase instore awareness by 15% of the artefact over the 3 months run of the campaign.
Sainsbury’s Budget Sanisburys budget for Advertising campaigns A 5 year period, each year It was over £60m. Our budget for th reducing plastics campaign Will be around
Cost Benefit Analysis
Summary • Objectives • Campaign • Target audience • Cost benefit Analysis
References https://www.theguardian.com/environment/2018/jan/18/supermarkets-under-pressure-to-reveal-amount-of-plastic-they-create https://metro.co.uk/2019/11/23/shoppers-furious-sainsburys-doubles-cost-plastic-bags-20p-11207903/ https://www.marketingweek.com/sainsburys-invests-1bn-in-sustainability-push/ https://www.moneysavingexpert.com/news/2019/10/news-sainsburys-nectar/ https://www.independent.co.uk/news/business/recycling-waste-strategy-government-businesses-pay-plastic-pollution-environment -a8687656.html https://www.independent.co.uk/life-style/greenpeace-sainsburys-plastic-waste-pollution-uk-supermarkets-a8845001.html