Tesco and Sainsbury's Market Strategies in Grocery Segment - Assignment Example

?Retailing Table of Contents Introduction 3 Company Information 3 Comparison and Contrast of Tesco and Sainsbury’s Performance 4 Store Format 4 StoreFormat of Tesco and Sainsbury’s 6 6 Store Design of Tesco and Sainsbury’s 9 9 Advertising/Promotion of Tesco and Sainsbury’s 12 12 Customer Segmentation of Tesco and Sainsbury’s 15 Multi-Channel Platforms of Tesco and Sainsbury’s 17 Multi-Channel Marketing of Tesco and Sainsbury’s 17 17 Problems Faced By Tesco And Sainsbury’s 19 Recommendations for Success 20 Conclusion 21 References 22 Introduction In the modern day scenario, the continuous change within the business structure is greatly influencing the worldwide marketplace in terms of grocery retail segment (Tesco, 2012). This statement can be further explained, as the changing structure mainly includes the dominance of trading and retailing firms (Wrigley, 2010). With reference to the international market scenario, grocery retailers have appeared as one of the dominant players within the food chain that includes the major part of the world. Dynamic economic conditions have compelled the leading retailers to re-evaluate the strategies related to the marketing channels. The varied altering trends in grocery retailing have created various opportunities for the suppliers and the manufacturers. With reference to the competitive market scenario, the retailers have enforced certain strategies and advanced plans as regards to the consumers’ behaviour (Memedovic, 2010). Company Information Tesco is considered to be the one of the biggest retailers in the global perspective. In the year 1997, it had established itself as the one of the prominent and trusted names in the field of grocery retail. Tesco represents the largest online grocery business; it targets its customers on the basis of purchase behaviour. The opportunities provided by Tesco within the websites facilitate to meet the requirement of its target consumers comprising the younger audience as well as the wealthy family audience (Datamonitor, 2004). J Sainsbury plc represents the parent as well as the host company of Sainsbury’s Supermarkets Ltd. It represents the third largest supermarket chain within the United Kingdom. It has implemented and executed certain strategies along with plans that ensure the sustainability within the competitive market scenario. Sainsbury’s vision is to be a trusted retailer (Irish Food Board, 2011). In accordance with the retailing business, the objective of the study is to compare and contrast between Tesco and Sainsbury with respect to their performance in various areas. The respective areas include store format, store design, advertising and promotions, customer segmentation and multi-channel platform. In this study, Mehrabian and Russell's approach-avoidance model will be applied. This model represents the effects of the store environment upon the consumer behaviour. In accordance with Mehrabian and Russell's approach-avoidance model, it has been further revealed that it lays emphasis upon nonverbal responses related to environmental factors that act as a major determinant of change in behaviour. Comparison and Contrast of Tesco and Sainsbury’s Performance Store Format The store format of an organisation has profound impact on the purchasing decisions. In several instances, store atmosphere, interior design and overall store environment determine the reaction of customers with respect to product purchase and consumption. The store environment comprises certain indications, messages and propositions to the customers. It can enhance the positive feeling and direct the anticipated consumer behaviour such as high inclination to purchase or longer time to stay in retail store (Gilboa & Rafaeli, 2002). Store atmosphere is a vital component of image of an organisation. For several retailers, aspects such as store layout, colour, lighting and music among others help to influence the buying behaviour of customers. They determine the selection of customers about the store to patronise. However, since the impact induced by the store atmosphere is essentially a part of emotional conditions these aspects are quite challenging to express. These emotions which are inspired by store atmosphere are hence difficult to recall accurately (Billings, 1990) According to Mehrabian-Russell model, store environmental psychology concentrates on two key topics which are demonstrative influence of physical incentives and impact of physical incentives on a range of behaviours. The following figure will demonstrate the Mehrabian-Russell model for store environment: Source: (Hansen & et. al., 2006) The model of Mehrabian-Russell uses a stimulus-organism-response model. Hence, according to this model in order to determine the behaviour, an organisation requires stimulus taxonomy which is considered as a set of overriding variables, and a classification of reactions. There must be clear association between stimuli and reactions of customers to the stimuli. According to Mehrabian, the reactions of human beings are agreeable to accurate portrayal, quantifiable dimension and statistical examination. Thus, marketers who perform under this assumption require providing sound evocative framework for emotions which form one of the crucial components of store design in order to assess the entire environment and response of customer to the environment. The model of Mehrabian-Russell proposes that a particular store environment causes certain expressive responses in people, which sequentially, cause people to approach or evade the store by a larger or smaller extent (Hansen & et. al., 2006). Store Format of Tesco and Sainsbury’s The various store formats of Tesco have been designed in accordance with the Mehrabian-Russell model to align with the differential shopping pattern of the customers (Coriolisresearch, 2004). The profound flexibility that Tesco provides to the customers helps to satisfy the demands that are fluctuating with respect to the planning policy. In keeping with the designing of the new stores by Tesco, it takes into account the specific needs related to the community. The superstore structure and format of Tesco provides great convenience to the customers. There exist mainly four store formats of Tesco. With reference to the store format, it includes express, compact, superstore and metros (Tesco, n.d.). Sainsbury’s stores also represent Mehrabian-Russell model. Sainsbury’s supermarket chains operate mainly three store formats (Oft, 2006). The three store formats involve regular store, Sainsbury’s local store and Sainsbury’s central store. With reference to the hypermarkets of Sainsbury’s, they were integrated within the main chain. The stores related to the hypermarkets were re-branded. This change took place within the back-office administration as well as within the decor store (Oft, 2006). With regard to the comparison of the store format of both Tesco and Sainsbury, Tesco has shown greater dominance upon the market structure than Sainsbury’s. In accordance with the comparison of the store formats of Tesco and Sainsbury’s, the latter one is framing the strategies as well as plans to match up and compete with Tesco. Sainsbury’s is adopting the store format of Tesco related to expansion of the stores (Hines & Bruce, 2007). In accordance with contrasting the store format of both Tesco and Sainsbury’s, there lays the main difference between the framed structures of the store. The successful plans and the advanced strategies of Tesco resemble their store format. ‘Tesco Express’, ‘Tesco Superstore’ and ‘Tesco Extra’ are the relevant store formats that facilitate to maintain its dominancy over the Sainsbury’s store format. Tesco’s store format renders a broad appeal with respect to the products by taking care of the staffs as well as understanding the customers’ need. The aforementioned factors of Tesco have helped in attaining a better position with respect to the store format. With reference to the consumers’ concerns, Sainsbury’s has gained dominance over Tesco related to its healthier objectives. Tesco aims mainly at market expansion whereas Sainsbury’s aims at customers’ healthier habits. In accordance with the comparison to Tesco, Sainsbury’s lack in terms of market expansions and regarding structured store format. Tesco faces the problems related to the competition commission as well as it also receives request from various supermarkets concerning investigation of the local market share instead of the national market share. The design related to the store format of Tesco and Sainsbury’s is represented with the help of a pictorial representation. Source: (Tesco.com, n.d.) Source: (J Sainsbury Plc, 2012) Store Design of Tesco and Sainsbury’s With reference to designing of a store, it helps the retail manufacturers by a considerable extent with respect to their performances. The retail store design reflects the area related to psychology which observes the diversification of the customers as well as uses the derived information to help the retailers in terms of designing and stocking of the stores. The various aspects of the retail store entail store front, cleanliness, article placement, colours and workers. Store Front: With respect to the retail stores many retailers’ design large windows within which, certain products are displayed. The displayed products essentially reflect the new trend or discounted option or other strategies to attract the customers to the store. Both Tesco as well as Sainsbury’s have implemented large window glass frames at store front. In accordance with the designing of the store front, both Tesco and Sainsbury’s show various products that would entice the customers towards the store. They also implement as well attach certain posts and hoardings at store front. These hoardings and the boards represent certain products that might be purchased from the store or it represents the sale that can be redeemed while purchasing the products from the store. Cleanliness: With respect to the design of retail store, people or the customers feel more armed up and welcome within the stores in which cleanliness is given a major priority. Any store, if it is maintained free of dust as well as clutters, it will enhance the customers’ feeling and the sense of contentment. According to this context, it will ultimately accelerate the customers’ mind-set with respect to purchasing behaviour. Both the retailers i.e. Tesco and Sainsbury’s maintain cleanliness within the store. The products are properly placed and segmented within the store to help the customers to identify the products according to their needs. Proper allocation of the products within the store with perfect labelling enables the customers to locate the desired products at ease. Tesco and Sainsbury’s ensure proper measures to maintain effective environment within the store. Article Placement: With reference to the retail store design, there exists certain ways to stock the racks with products that will accelerate the interests of the customers and initiate them to purchase the products. In accordance with the article placement related to the store design, a few retail stores place the costliest products at the entrance to capture the customers’ interest at instant. Both Tesco and Sainsbury’s have implemented the strategies related to the article placement. They have ensured adequate measures to place and arrange the products in an organised way that will help the customers to locate them easily according to their need. Colours: Sales strategies related to colour also play an important role in initiating the or rather affecting the buying behaviour of customers. Application or implementation of certain vibrant colours affects the mind-set of the customers which ultimately triggers their buying behaviour. Tesco and Sainsbury’s, both the retail stores, apply the vibrant colours to attract the customers. They have also applied the strategies with respect to the application of colours within the store. Tesco and Sainsbury’s use the vibrant colours such as red, yellow and orange to enhance the appearance of the store which will ultimately attract the customers. Workers: The basic ideas related to retail store design comprising kempt as well as courteous employees tend to entertain and please a varied set of visitors or customers. It can be apprehended from the consumers buying behaviour that they like to purchase the products from the sales persons whom they like. Tesco and Sainsbury’s ensure effective employees for selling the products during recruitment with respect to the retail stores. The employees working within the retail sector must possess the capability of influencing the buying behaviour of the customers. With reference to contrasting the scenario prevailing between Tesco and Sainsbury’s, it is determined that there exist certain differences regarding store design. Tesco holds dominancy over Sainsbury’s on the basis of store expansion. The store design of Tesco is broader and expanded as compared to Sainsbury’s. The quality concerns as well as the article placement are in a much organised way in Sainsbury’s than Tesco. With reference to the application of the colours within the store, Tesco implements mainly red and yellow colours to attract the customers. Sainsbury’s implements the colour red and orange to provide an attractive combination for the customers. Thus, Tesco and Sainsbury’s differ from each other with respect to the store design (J Sainsbury Plc, 2012). Advertising/Promotion of Tesco and Sainsbury’s Tesco’s retail marketing mainly aims at implementation of development programs that ensure better offers for the customers delivered within the individual stores. It also helps the organisation to understand the customers’ mind-set and to execute cross-functional projects that focus upon the business plan, ultimately facilitating the shopping experience to be easier for customers. With reference to the promotional activities of Tesco, its main role is to monitor the promotions taking place. It also monitors as well as reports the promotional activities of competitors. In order to incorporate pertinent promotional strategies, Tesco incorporates internal tracking as well as reporting, ‘competitor tracking’ and ‘seasonal event tracking’. The main purpose of the advertising activities of Tesco is to project the brand value by connecting emotionally with customers. The advertising strategies of Tesco also help in building up of trust and loyalty. Tesco’s ‘Every Little Helps’ campaign initiates and influences the people to get more attached with Tesco. The advertising strategies implemented and applied by Tesco reflect the simple conversation between customers and the organisation (Acharya, 2013; Tesco Plc, 2008). With reference to the advertising strategies related to Sainsbury’s, it has enabled to accelerate the sales of the company. It has taken initiatives with respect to credit marketing that has boosted the positioning strategies which ultimately has developed the amount of sales. The marketing strategy of Sainsbury’s that represents ‘Live Well for Less’ has turned up to be more consistent, the promotional and the advertising strategies have successfully combined customers’ insights with the value driven culture. With respect to the promotional strategies of the company, it mainly aims at the providing quality products to the stakeholders. According to this context, the aforesaid strategy of Sainsbury’s has greatly initiated and inspired the shoppers to determine ways for the utilisation of their money without compromising upon quality (Sainsbury, 2012). With reference to contrasting the scenario prevailing in between both Tesco and Sainsbury’s, their advertising strategies and formatting are far different from each other. Tesco’s strategies relate with the delivery of offers related to the products among the retail stores whereas Sainsbury’s promotional strategies relate with providing the customers’ quality products at a reasonable rate. Tesco’s promotional activities represent the monitoring of the competitors promotion strategy whereas at Sainsbury’s, their main strategy reflects the quality concern with respect to the promotional activities. In both companies, the plans and the procedures involved regarding advertising and promotional activities mainly focus on customer retention and buying behaviour (Cengage Learning, n.d.). The difference between sales of Tesco and Sainsbury’s with respect to the promotional activities is represented with a help of a pictorial representation given below: Source: (J Sainsbury Plc, 2012) Customer Segmentation of Tesco and Sainsbury’s With reference to the customer segmentation within Tesco, it reflects the customer lifestyle. Tesco frames strategies and divides the customers on the basis of their behaviour. According to this concept, it helps both Tesco as well as its suppliers to ensure the measures concerning the type of customers as well as the targeted areas for marketing. According to Tesco, segmentation is used to ensure the availability of the product range which appeals to customers along with providing better and quality products. In accordance with Tesco’s customer segmentation strategies, it has established Tesco’s Club card Customers. According to this particular strategy, the customers are segmented into various forms in accordance with their previous pattern related to spending as soon as they logged in into the website. Tesco’s Clubcard also helped the company to ensure and measure the purchasing power of the customers (Pearson Education, 2013). The Clubcard program of Tesco provided cardholder’s discount to the customers with respect to their address, names as well as personal information and dietary preferences that helps the company’s management to derive feedbacks from customers. According to this particular context, the feedback is further analysed by the management to understand the buying behaviour of the customers to ensure effective segmentation. With respect to the effective and efficient segmentation, Tesco has applied differential segmentation strategies. It ensures different benefits for the same Clubcard package that depends on the psychographic profile of each segment. In order to maintain sustainability within the competitive market scenario, Tesco has targeted homogeneous as well as large groups as targeted segments with due consideration as it provides accelerated profit margins (Cengage Learning, 2002). In accordance with the market segmentation of Sainsbury’s, it divides or segments its customers within certain groups. Sainsbury’s gathers or derives the information related to the customers with the help of Nectar card that was formerly represented as reward card. According to this content, the application of the Nectar card helps Sainsbury’s to derive the information related to the offerings provided by Sainsbury’s regarding goods and services within a particular market segment (Davis, 2013). In accordance with the retail stores of Sainsbury’s, it has been segmented on the basis of three formats. There are certain stores that have been named as ‘Metro Stores’ outlets. This particular outlet concentrates mainly on providing for the family on weekly basis. In keeping with retail store, a few other stores were segmented accordingly to ‘Express Stores’ format by Sainsbury’s. It represents the supermarket that will enhance the utility services of the company regarding the customers. With reference to the retail store of Sainsbury’s, the rest of the retail stores were classified as ‘Home Plus’ format. This particular segmentation of Sainsbury’s retail store segmentation mainly represents Sainsbury’s Central (Li, 2008). Customer segmentation provides an effective and efficient measure to the company that helps in the determination and derivation of the customer information and customer database. In accordance with the aforesaid market segmentation of Sainsbury’s, at one end they ensure the quality concerned or focused customers who are identified as the organic and the time-poor cash rich. At the other end, with respect to the customer segmentation of Sainsbury’s, they have kept the price oriented customers that are termed as economy and traditional. In the middle, there lies the family-oriented customer segmentation according to the segmentation criteria of Sainsbury’s. In accordance with the customer segmentation of Sainsbury’s, it has resulted in the detailed information regarding the customer base and personal information. With reference to the customer segmentation of Sainsbury’s, it has been further revealed that the royalty scheme of the strategy related to customer segmentation has generated accelerated insights about the customers (Jenkinson & Sain, 2003). Multi-Channel Platforms of Tesco and Sainsbury’s Marketing channel allows customers to gain access to market. Marketing channel is the central component of business approach. Nowadays, customers are becoming more connected with different channels. They require advantages which can be delivered by digital platforms, retail platform or personal services. Essentially, customers in present days expect to be served at any place, at any time and through any channel they desire. The satisfaction of customers’ desire requires organisations to communicate and interact with numerous channels such as websites and retail stores (Arikan, 2011). Internet has emerged as an important marketing channel for organisations. It has the capacity to store, allocate and search considerable amount of information in a collaborative way. In comparison to printed directory, internet has superior directory medium. The possible benefits of internet oriented marketing include operational and cost benefits, advantage of economies of scale, better collection of customer information and disintermediation potentials (Keillor, 2007). Multi-Channel Marketing of Tesco and Sainsbury’s Tesco is considered as one of the leading multi-channel organisations. Tesco follows a multi-format approach. It runs its business through hypermarkets, superstores and convenience stores. It has also launched online retailing platform and gradually become one of the biggest online grocery retailers (Tesco Plc, 2012). Until 2000, the online offers of Tesco was restricted to groceries only and operated on regional basis. After 2000, Tesco shifted beyond basic online marketing channel and offered extensive variety of products in the website. As a result, it has become one of the profitable online retailers. The key differentiation of Tesco’s online marketing channel strategy is that it does not run its own storeroom, however, the organisation allows customers to purchase online from acquainted local Tesco outlets. The pricing and stock system of every Tesco outlet is directly linked with the online channel so that customers can choose products from the offerings with which they are familiar (Muller-Lankenau & et. al., 2004). In multi-channel strategies of Tesco, the product and the service range is mainly constrained by technology instead of strategic choices of preferring one specific channel. The marketing channel of Tesco appears complimentary to each other which intends to provide high level of expediency to the customers (Muller-Lankenau & et. al., 2004). Tesco has positioned itself as a service based retailer which provides inexpensive and fashionable products. With respect to multi-channel marketing, Tesco follows the integration approach. With extensive knowledge about customers, Tesco effectively introduces new services in multi-channel marketing. From instance, the online marketing of Tesco provides internet shopping, home delivery and widespread info services (Muller-Lankenau & et. al., 2004). Sainsbury’s is the other prominent retail organisation which uses multi-channel marketing strategy. The multi-channel strategy of Sainsbury’s allows customers to shop according to their desire. Within last few years, Sainsbury’s has made substantial inroads in order to become a multi-channel retailer. It has also launched inclusive non-food schemes which are supported by multi-channel logistics operation (J Sainsbury Plc, 2013). The online marketing channel platform of Sainsbury’s provides customers a strong combination of shopping with value added guidance directed component. With respect to non-food offering, the product variety of Sainsbury’s is extensive which puts the organisation in competition with Tesco. Similar to Tesco, Sainsbury’s has made the market operation multi-channel which permits customers to order products from home along with forming the circle. However, unlike Tesco, the multi-channel strategy of Sainsbury is not integrated. For instance, the grocery and non-food operations of the organisation are not linked which generates distinct shopping and transaction experience within similar user offered ambience (Lewis, 2010). Furthermore, in comparison to Tesco, the multi-channel offers of Sainsbury’s lack consistency and seamlessness. There appear considerable gap with respect to pioneering approach and innovation in multi-channel marketing of Sainsbury’s (Lawson, 2013). Problems Faced By Tesco And Sainsbury’s The key problem which is faced by both Tesco and Sainsbury’s is differentiation problem. It appears that no store has any specific aspects which can help them to become distinguishable towards the customers. The services and the facilities which are provided by Tesco and Sainsbury’s can be easily imitated by other rivals. For instance, while Tesco has introduced loyalty cards for creating value for the customers, Sainsbury’s had also not fallen behind and introduced its own loyalty card named Nectar in order to recognise and fulfil the requirements of customers (Cengage Learning, n.d.). The other problems faced by Tesco and Sainsbury’s originate in terms of fulfilling the requirements of the customers. Since customers are becoming more demanding and also gaining significant awareness about price variations and product quality, thus the concept of loyal customers is diminishing slowly. Customers can easily switch from one store to other and hence, it becomes a challenge for Tesco and Sainsbury’s to swiftly react to the changing customers’ requirements. On the other hand, both Tesco and Sainsbury’s have faced problems due to brand positioning. Since the organisations appeal to large customer base and attempt to provide premium value to the customers, covering such extensive range of customer requirements is quite difficult. Thus, there are problems for both Tesco and Sainsbury’s in terms of losing customers to the other niche retail grocery stores (IGD Retail Analysis, 2013). Recommendations for Success In order to deal with the problems of business, Tesco and Sainsbury’s can restructure and reform the store structure for attracting more customers. Furthermore, since product price and convenience in shopping are two vital aspects for customers to select a store, Tesco and Sainsbury’s need to work out and develop strategies to fulfil these requirements. On the other hand, with respect to challenges of fulfilling the requirements of customers, Tesco and Sainsbury’s require better target marketing. Besides, both organisations can exploit the multi-channel platform to a large extent. Multi-channel strategy would help to simplify larger economies of scale for Tesco and Sainsbury’s and can enable to provide cost advantages. Apart from this, Tesco and Sainsbury’s can develop the business by enhancing the number of stores which can provide more convenience to the customers as well as can enhance the sales. Conclusion Tesco and Sainsbury’s both represent considerable amount of market share in grocery segment. They provide a variety of food products and a range of services to match the requirements of customers. Whilst, both organisations are looking for developing the store formats on the basis of customer characteristics certain level of similarities and differences can be found in their strategies for approaching and appealing the customers. For instance, both Tesco and Sainsbury’s have developed a city center presence through the decoration of store. With respect to store front, cleanliness and article placement, considerable level of similarities can be found in both organisations. However, the stores of Tesco are much broader in comparison to Sainsbury’s. On the other hand, significant differences can also be observed with respect to colour combination of different store designs. The advertisement strategies of Tesco and Sainsbury’s are also different to a certain extent. While Tesco’s advertisement concentrates on promoting better offers and development programs to the customers, the advertisements of Sainsbury’s focus on acceleration of sales. On the other hand, both organisations use multi-channel approach for reaching the target customers. Clearly, it can be concluded that different market forces such as technological environment, economic atmosphere and competitive landscape determine the selection and development of marketing strategies in order to attract and retain the customers. References Acharya, P., 2013. Tesco Retail Marketing. SlideShare Inc. [Online] Available at: http://www.slideshare.net/peshwaacharya/tesco-retail-marketing [Accessed May 24, 2013]. Arikan, A., 2011. Multichannel Marketing: Metrics and Methods for On and Offline Success. John Wiley & Sons. Billings, W. L., 1990. Effects of Store Atmosphere on Shopping Behaviour. Illinois Wesleyan University. 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