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Task 1
Sainsburys is a very large and respected supermarket. They sell a very large range of products, from groceries to home insurance and banking. Sainsburys have gotten so big because the have grown and expanded by building more stores, diversifying, making an online presents and targeting other markets.
Sainsbury\s was founded in 1869 by John James and Mary Ann Sainsbury. They opened their first small dairy shop at 173 Drury Lane, London. Drury Lane was one of London\s poorest areas and the Sainsburys\ shop quickly became popular for offering high-quality products at low prices. The shop did so well that further branches were opened in other market streets in Stepney, Islington and Kentish Town.
By 1882 John James Sainsbury had four shops and had plans to expand his business further. He opened a depot in Kentish Town, north-west London, to supply this growing chain and, on the same site, built bacon kilns that produced the first Sainsbury brand product. It was also in 1882 that John James opened his first branch in the prosperous suburb of Croydon. This shop sold a wide range of \high-class\ provisions and was more elaborately decorated than the earlier shops.
In the late Victorian period competition from large national multiple retailers such as Lipton\s posed a serious challenge to small regional chains like Sainsbury\s. John James found it necessary to step up his rate of expansion so that he could buy goods as competitively as these companies. Between 1890 and 1900 the number of Sainsbury\s branches trebled from 16 to 48. John James also opened a new depot at Blackfriars, south-east London, which was close to the wholesale markets and the London docks.
Sainsbury\s aim to deliver an ever improving quality shopping experience for customers with great products at fair prices. They aim to exceed customer expectations for healthy, safe, fresh and tasty food making their lives easier everyday. What this is saying is that Sainsburys aim to provide high quality products for fair prices. Sainsburys want to concentrate
on promoting the fact they provide these high quality foods, which is why they campaign
with a top chef Jamie Oliver, and also trying to promote good healthy eating, because their prices are higher than any other supermarkets and they need a campaign
that will separate them from the rest.
I am going to talk about this advert in particular. Looking back on my key message that Sainsburys aim to promote healthy eating and good quality food, this advert is a great example of this. The advert includes people with rabbit masks on their heads, this aims to represent the fact that people think that healthy eating is like eating rabbit food. Sainsburys is trying to combat this by explaining that healthy eating dose not have to be bland and unattractive and can be very tastey. The advert is mostly shown durin the day which is when Sainsburys target audience ( which is mainly mothers ) is tuned in. They aim the promotion at mothers because it is mothers that have control over what their children eat, and all mothers want ensure that their kids are eating healthy.
The role of promotion in this campaign is to increase sales and make customers aware that heathly eating is not boring. I think that the advert is successful because Jamie Oliver is a well known