Markiting Case Study Example | Topics and Well Written Essays - 1500 words

Markiting - Case Study Example The paper would make an attempt to explore marketing mix of Sainsbury’s (2011), effect of internet on the same, issues that have arose from cultures or globalisation and Search engine optimisation (Pickton & Masterson, 496-499, 2010). Marketing Mix Product Quite understandably, being a retailer the product of Sainsbury’s (2011) ranges from grocery to home furniture, organic products to frozen foods, sports goods to clothing, from fashion to DVDs, the product line of Sainsbury’s is spread over different products. However, the focus has been to create a product line, which is more inclined towards non-perishable items rather than perishable items. For most of the large sized stores of Sainsbury’s would end up stocking more than 30,000 lines. However, important here to note is that out of these 30,000 lines around 6,000-7,000 product lines would be the company’s â€Å"own label† goods. Important here to note is that Sainsbury has been actively e xtending many product lines as well. For example, there are more than 700 line of the â€Å"basic† product, which the economy product line of the company. Furthermore, the company has also extended to include more than 1100 premium products in its line under the umbrella of â€Å"Taste the difference† category. Moreover, this has also allowed the company to customise its product line greatly. Sainsbury’s is now selling many well-known brands and along with them, it is selling many brands that have been custom made for its customers. Place Without any doubts, the factor of place has great importance in marketing. The company currently holds more than 872 stores all over United Kingdom. The stores appear to be in three formats including the regular stores, convenience and smaller supermarkets and the hypermarkets. In order to satisfy the needs and demand, there are some superstores of the company that operate on a 24/7 basis. The format of the store opened by Sain sbury’s largely depends upon the area and the need of the customers of that locality (Lancaster & Massingham, pp. 264-266, 2010). Important here to note is that how well Sainsbury’s and other retailers have been able to respond to the threat of disintermediation. Critics predicated that with the rise of brick and motor companies, retailers would become extinct. However, Sainsbury has been able to respond well to the challenge of disintermediation by intermediation and setting up new online business. Promotion Sainsbury’s has been an aggressive marketer and promoter for its products. The same is evident with the fact that recently, Sainsbury’s signed a deal with the administration of 2012 Summer Paralympics, which will take place during 29 August and 9 September 2012. Sainsbury’s has taken a bold step by signing a deal, which is the largest in the history of this event. Sainsbury’s also takes the credit of giving the advertising world â€Å" the best known slogan in retail advertising† which is of â€Å"Good Food Costs Less at Sainsbury’s.† Furthermore, since 2000, after being pushed at the third position in the retail industry of United Kingdom, it pursued aggressive promotion strategies. Using Jamie Oliver as the ambassador for the corporation, it has been able to add more than extra 1 billion Euros