LONDON 2012 OLYMPICS

London 2012 Olympics



Contents

Introduction3

Evaluation of Sainsbury plc3

Marketing Communication Plan5

Context Analysis5

Business Context5

Customer Context5

Internal Context6

External Context6

Promotionals objectives and Plan6

Corporate Goals:6

Marketing Goals:7

Communication Goals:7

Promtional Strategy7

Coordinate Communication Mix7

Television8

Internet8

Positioning Statement8

Marketing Communication Budget9

Evaluation and control, and Feedback13

Internet13

Television13

Conclusion14

References15

London 2012 Olympics

Introduction

J Sainsbury (Sainsbury or “the company”) is engaged in retailing services with business interests in financial services and property investments. The company is one of the leading retail chains in the UK. It has a market share of around 16.1% and serves over 19 million customers per week. Strong presence in the UK imparts distinct competitive advantage and favourable market dynamics for Sainsbury, which facilitate revenue and business expansion growth prospects. However, rising labour cost in the UK could impact the company's margins adversely (Datamonitor, 2011).

Evaluation of Sainsbury plc

Sainsbury was one of the prominent gainers of the increased popularity of private label products. The company has developed strong private brand product portfolio over the years. As of March 2011, around 22% of the 30,000 products offered at the company's stores consisted of own-label goods. Prominent among these lines of products are Basics, an economy range of food and non-food products; and Taste the Difference (TTD), which consists of premium food lines including many processed foods such as readymade meals and premium bakery lines. The other popular private owned brands of the company include Kids, the own-labelled products range for children; Be Good To Yourself (BGTY) products with reduced calorie and fat content; TU, the company's own brand clothing range; and TU Home, offering a range of home products, such as lighting, rugs, and kitchen products. In addition, in FY2011, the company launched more than 5,000 new or improved own-brand products, including the major re-launch of TTD (www.sainsbury.com).

Sainsbury and London Paralympics

In 2010, Sainsbury signed up as official sponsor of London Olympics. Precisely, the group has agreed only to cover Paralympics because the chief executive and marketing team felt it presented a unique opportunity. So officially, it will be sponsoring only the Paralympics. It is anticipated by the organizers of the mega event that the multimillion sterling's pound sponsorship. It is the first company to exclusively sponsoring the Paralympics unlike other sponsors who are either focusing on either Olympics or both events. As a part of the marketing programme for promotion of Paralympics, the company has started selling merchandise in all its stores and also all the employees of the company are actively engaged in voluntarily opportunities (www.guardian.co.uk).

Another noteworthy reason for choosing Paralympics is that it allows sponsors and branding activities in the main stadium where all the games will be held for handicapped people. Moreover, Sainsbury will also feature the brands on athletes' bibs as well as during the torch rely. Through the chain of 850 stores, the company will be able to promote the feature not only in UK and but outside the Great Britain (Helliker 1994, p. B1).

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