Marketing Division year end video

Video for Sainsbury’s staff giving an overview of the recent work of Sainsbury’s Marketing Division. The video seems to have been made specifically for a staff conference.

Contents:
1. Introduction by Mike Conolly standing outside New Cross Gate store.
2. Mike Conolly talks to Colin Wagstaff (Instore Marketing) about in-store marketing. Discusses: improvements to in-store marketing as part of the ‘Promotional Plan’; successes including Burns Night and Pancake Day promotions; special offers – less offers but more effective and new Extra Reward Points offers; upcoming promotions. Includes footage of product displays and point of sale advertising.
3. Marketing Division staff give examples of recent activities - Neil Franklin (Market Research) – customer satisfaction monitor; Sarah Birch (Statistical Services) – analysis using ‘customer and market data warehouse’ eg self scanning; Christine Mason (Market Research) – product quality monitor to test products eg improved prawn and mayonnaise sandwich.
4. Mike Conolly talks to Victoria Biddulph (Relationship Marketing) about the Sainsbury’s Reward Card (loyalty card scheme), ‘Extra Reward Points’ offer, and Sainsbury’s Equipment for Schools scheme. Discusses the success of scheme, how customers using vouchers, use of customer data, changing customer behaviour, success of Equipment for Schools scheme (replacement for Schoolbags scheme). Includes footage of use of Reward Card at checkout, promotional material for Reward Card, redemption of vouchers at customer service desk, customers shopping and checkouts,.
5. Further examples of marketing activities: Chris Armishaw (Sainsbury’s Bank) – new customers; Christine Evans (Marketing Planning) – chilled convenience foods; Clare Thacker (Packaging Design) – improved on-pack information and packaging format eg on peanuts.
6. Mike Conolly talks with Richard Lyness (Site Assessment) about opportunities for growing business at local stores including extensions and refits at Braintree and Archer Road; using data to identify less obvious opportunities for investment.
7. Further examples of marketing activities: Sue Jackson (Consumer Direct) – Order & Collect service trial at Dome Roundabout, Watford store; Julie Davies (Local Advertising) – the “children’s campaign” which uses children’s drawings in local advertising; Rachel Bristow (Customer Relations) – customer Careline being used to identify improvements; Simon Miller (National Advertising) – press advertising, London Underground advertising.
8. Mike Conolly outside New Cross Gate store talks about television commercials.
9. Television commercial “Take a fresh look at Sainsbury’s” promoting the wide range of fresh foods available (“10 kinds of egg” etc) with “Sainsbury’s Fresh Food, Fresh Ideas” slogan.

Duration: 16 minutes.