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Comparative analysis of integrated marketing communications mix strategy for Retailers: Sainsburys vs. Your Chosen Competitor Essay Example

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Comparative analysis of integrated marketing communications mix strategy for Retailers: Sainsburys vs. Your Chosen Competitor

Within the market was to place a marketing strategy that was contingent upon valuing the consumer that it did have in seeking to retain; prior to making any further efforts with respect to gaining new customers (McDougal, 2013). This was of course predicated upon the understanding that gaining new customers based upon price or product alone was not essentially important in terms of overall success. Rather, it was sitting a level of respect and mutual trust and admiration between the consumer and the brand was an essential complement of this strategy; as Sainsbury’s realized that without such a relationship the continued legitimacy and longevity of the firm was in dire question. As a direct result of this, Sainsbury’s was one of the first firms within the market to promote rewards cards and loyalty programs as a function of engaging consumer habit and seeking to more effectively market to consumers that would potentially repeat their experience within the future.Moreover, analysts have indicated that these loyalty programs and rewards cards were an effective tool with respect to Sainsbury’s being an industry leader in being able to individually market given consumer goods to their customers. Essentially, even though these reward cards and loyalty programs decreased the overall profit margins on a given product or good that the firm might be able to achieve, they provided integral levels of marketing information with respect to what individual consumers regularly bought and how they might be expected to behave in the future. As such, the underlying strength of this program far outweigh the weaknesses that have thus far been indicated. Likewise, in much the same way that an individual might be encouraged what one particular film on their net flicks queue as the result of the fact that they watched a similar film, Sainsbury’s utilize a similar approach with a loyalty program and reward card as a function of encouraging consumers to try new and similar products; thereby expanding the consumer experience and increasing the potential for repeat sales as well as new sale the firm might otherwise hope to experience.Since the middle of 2011, Sainsbury’s has maintained the following slogan: “live well for less”. Although this particular slogan might seem somewhat simplistic, there is a great deal of complexity that it belies. For instance, many other stores seek to engage the consumer base upon low prices alone. However, Sainsbury’s,

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preview essay on Comparative analysis of integrated marketing communications mix strategy for Retailers: Sainsburys vs. Your Chosen Competitor
  • Pages: 12 (3000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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