small dairy store in their three-
story Drury Lane home .
passion for order, cleanliness,
and high-quality merchandise
made the shop an inviting place
Sainsbury's boasted marble
counters, mosaic floors and
Fresh and high quality food
"Quality perfect, Prices Lower“
largest grocery retailer in 1922 –
J Sainsbury LTD
Sainsbury's was founded in 1869 by John James Sainsbury and his wife
Mary Ann Sainsbury in london.
Sainsbury’s opened its first store on London's Drury Lane in 1869
by John James sainsbury and Mary Ann sainsbury.
By 1882 Sainsbury’s started selling their own brand(private label).
First to recruit women to work in stores during the First world
First to open sell service store by 1950.
During the 1950s and 1960s Sainsbury's pioneered self-service
supermarkets in the UK
First to introduce Bakery ,fresh Fish counters and Petrol shops by
First to introduce carry bags made from recycle material by 1989.
First to introduce Fair trade in the major supermarket in
UK by 1994.
It was the first retailer to convert all our bananas to 100%
Fairtrade by 2007.
It was the first retailer to launch our own brand 1% fat milk
It became the world's largest retailer of Fairtrade products by
It was the biggest supermarket retailer until 1996 when
Tesco took over and lost its second place to ASDA.
LOOSING GROUND TO RIVALS
included the rejection of loyalty cards,
the reluctance to move into non-food retailing,
the indecision between whether to go quality or for value,
the sometimes brutal treatment of suppliers"which led to
suppliers favouring Tesco over Sainsbury's
Value to shout about- A 1998/1999 campaign fronted by John
Cleese which was widely claimed to be a major mistake
For much of the 20th century Sainsbury's had been the
market leader in the UK supermarket sector, but in 1996 it
lost its place as the UK's largest grocer to Tesco
• TASTE THE DIFFERENCE
• ORGANICS (SO)
• Be Good To Yourself
• Free From
Sainsbury’s Bank provides a range of quality products
including Insurances, Credit Cards, Savings and Loans.
A new addition of Mobile phone services.
Jointly owns Sainsbury’s Bank with Lloyds Banking Group
Has two property joint ventures with Land Securities Group
PLC and The British Land Company PLC.
Operates with 1016 stores
583- Superstores and 523 Convenience and Stores
Business structure And
Sainsbury's supply chain operates from 13 regional distribution
centres (RDCs), with two national distribution centres for slower
moving goods, and two frozen food facilities.
oknack of convincing consumers
oVouchers or coupons
oOwn Private labels
o Excellent Marketing Strategy
Key success factors
Business strategy & objectives
Sainsbury’s five areas of focus are underpinned by its strong values and culture,
as well as their commitment to operational excellence. They put the customer at
the heart of everything they do, aiming to make the lives easier every day by
offering great quality and service at fair prices.
Fresh food remains central to Sainsbury’s business and its success. It is
a key battleground for UK supermarkets, with today’s savvy shoppers
having high expectations about the quality, value and integrity of their
food, particularly fresh produce.
Compelling general merchandise & clothing
Its general merchandise and clothing businesses continue to grow faster
than its food business and continue to gain market share. As they develop
store estate, they have expanded ability to offer non-food. Now they have
161 stores selling larger non-food offer, 22 more than last year.
Customers now have far more choice of how, when and where they buy.
Sainsbury’s business is both influencing and benefiting from new and
interrelated customer choices. At Sainsbury’s, this could mean a large
supermarket shopping trip balanced by more frequent and local top-ups,
with the option of ordering online, from a range of devices, either for
collection or delivery.
Complementary channels & services
Marketing and branding
Jamie Oliver has been the public face of Sainsbury's
Quality perfect, Prices Lower" The slogan used on the shop-front of the Islington
store in 1882.
Sainsbury's For Quality, Sainsbury's For Value"- Used in 1918 above the Drury
"Sainsbury's. Essentials for the Essentials."
Good Food Costs Less At Sainsbury's" — Used from the 1960s to the 1990
"Fresh food, fresh ideas. Eat healthy" – Used in 1998
"Making Life Taste Better" Introduced 1999 and used until May 2005
Try something new today" Introduced in September 2005.
Value where it matters" Used in advertising from late 2010, still in use as of May
BAD MARKETING- JOHN CLEESE ‘Value to shout about’ unsuccessful
Sainsbury's Active Kids is a loyalty
voucher scheme by Sainsbury's
A Sainsbury's Active Kids banner outside a school. Tokens are collected at
stores, and are redeemed for sports equipment.