Sainsbury's Case Study

Content

• Datamonitor Viewcatalyst
• Summary
• Analysis
  • Sainsbury Has Re-Invigorated Its Green Marketing Activities After Losing Ground To Rivals
  • Sainsbury Has Focused On The Longevity of Its Green Credentials
  • In Response To Rivals' Green Marketing, Sainsbury Promotes The Fact That It Began Its Green Policies Back In The 1990s
  • Expanding Its Fair-Trade Portfolio Has Been A Key Feature of Sainsbury's Recent Activities
  • The Grocer Demonstrated Its Support For Fair-Trade By Becoming The Only Supermarket To Sell Only Fair-Trade Bananas, And Extending Fair-Trade Products To Other Areas
  • Sainsbury Has Also Demonstrated A Commitment To Reduce Its Materials Blueprint
  • The Company Has Responded To Packaging Concerns With A Free Reusable Bag Day And Becoming The First Major Retailer To Stock A Plastic Wine Bottle
  • The Company Is To Remove Non-Sustainable Palm Oil From Its Own-Brand Product, Further Promoting A Caring Image
  • The Company's Green Focus Has Been Recognized By The Industry
  • Sainsbury Came Out Top In Ncc's Survey On The Green Policies of Leading Supermarkets
  • Sainsbury's Marketing Efforts Also Focus On Healthy Eating And Local Sourcing
  • The Company Has Recently Highlighted Its Credentials In Helping Consumers Make Informed Purchases
  • The Company Promotes The Fact That It Was The First Supermarket To Introduce Traffic Light Labeling, Using This As Evidence To Show That Social Values Form Part of The Company's Heritage
  • The Long-Running Jamie Oliver Campaign Refocuses On The Promotion of Healthy Eating And Seasonal Uk Produce
  • The Try Something New Campaign Focuses On Healthy, Seasonal Products
  • Waitrose Criticizes The Campaign For Copying Its Ideas
  • The Direct Association With Oliver Is Relevant To Its Efforts To Focus On Kids' Food And Drink Lines, Removing Artificial Ingredients From Its Own Brand Soft Drinks And Kids' Confectionery
  • Sainsbury Has Endured Criticism In Spite of Broader Green Marketing Initiatives
  • Sainsbury's Sourcing Policies Are Subject To Criticism
  • The Supermarket Has An Ambivalent Relationship With Farmers, Being Praised For Its Good Dairy Policies, But Criticized For Importing A Large Percentage of Its Red Meats
  • Attempts To Capitalize On Top-Up Shopping Are Likely To Be Met With Criticisms From Stakeholders
  • Plans To Open More Convenience Stores Will Put Pressure On Smaller Independent Retailers
  • A Foreign Investor May Enhance Sainsbury's International Expansion Possibilities, But Could Harm Its Persona As A British Farming Champion
  • Delta Two Approached Sainsbury In 2007, Regarding A Possible Takeover
• Appendix
  • Case Study Series
  • Methodology
  • Secondary Sources
  • Further Reading
  • Ask The Analyst
  • Datamonitor Consulting
  • Disclaimer
• List of Figures
  • Figure 1: An Example of Sainsbury's Nutritional Labeling