Sainsbury’s

MARKETING COMMUNICATION PITCH FOR SAINSBURY'S AT COP28 STUDENT’S NAME INSTITUTIONAL AFFILIATION PROFESSOR’S NAME COURSE NAME DATE.

[Audio] 1.7.2013 Introduction and Overview of Sainsbury's Greetings, [Name of CEO]. Presenting an inventive marketing communication strategy for Sainsbury's at COP28 is a great pleasure. Sainsbury's, a mainstay of the UK retail scene since its founding in 1869, has continuously shown its dedication to sustainability and being a leader in providing high-quality goods. Throughout its lengthy history—which now exceeds a century—Sainsbury's has changed to accommodate the shifting demands of its clientele. In addition to being a massive retailer, Sainsbury's is a firm with a strong sense of social responsibility for the community and the environment. Today's tour takes us inside Sainsbury's to see how it will spearhead sustainable retail at COP28. This dedication to sustainability is not new; it is deeply embedded in Sainsbury's character. As we go through the next slides, we will learn about the strategic plans and innovative solutions that will reinforce Sainsbury's leadership in the push for a more sustainable and environmentally friendly future. Together, let's set out on this adventure to discover the fascinating opportunities that COP28 presents for Sainsbury's and uphold the company's excellence, accountability, and sustainability tradition..

[Audio] 1.7.2013 Current Communication Context Let's now explore Sainsbury's existing communication situation. The business has a strong sustainability track record and a definite commitment to lowering its carbon impact and getting involved in the community. These programs demonstrate Sainsbury's dedication to environmental responsibility and set the stage for our large-scale COP28 campaign. Sainsbury's has greatly reduced its environmental effects in recent years. The company's decreased carbon footprint in its activities shows proactive steps towards sustainability. Sainsbury's has actively looked for creative ways to solve the retail industry's environmental issues in addition to acknowledging them. Moreover, Sainsbury's has made community involvement a priority. The business knows sustainability extends beyond its day-to-day operations and encompasses its responsibilities as a good corporate citizen. Through several community-focused programs, Sainsbury's has shown that it is dedicated to promoting good change outside its retail locations. We must acknowledge that Sainsbury's current communication setting offers a strong basis for our COP28 campaign as we proceed with our presentation. These sustainability initiatives have paved the way for Sainsbury's to be seen as a business that cares about improving the environment and society. Our creative and strategic efforts will be launched on this basis to showcase Sainsbury's commitment to sustainability at COP28..

SAINSBURY’S. Collaborating with educational platforms and TV shows, we aim to educate and engage children, fostering a sense of responsibility and environmental awareness from a young age. Our campaign includes interactive elements and a mission counter to involve children in the journey towards sustainability..

[Audio] 1.7.2013 SMART Goals Specific: We have very clear objectives. Our ambitious goal is to increase sales of Sainsbury's sustainable goods by 15% while also significantly improving consumers' perception of the company as a green brand by 20%. One important component is education, and we're determined to teach 30% of our clientele how to buy sustainably. Measurable: We have measurable goals in place to gauge our progress. We want to monitor the application's activity and reach 50,000 downloads in the first three months. It's important to participate on social media, and we want to see a 25% rise in shares. A thorough sales data analysis will provide specific insights into how well the campaign promotes sustainable items. Achievable: Reaching our objectives is achievable. We've established partnerships with suppliers to guarantee a consistent flow of environmentally friendly goods. Our employees receive the training and tools to communicate Sainsbury's environmental efforts to others. There are already targeted marketing initiatives underway. Relevant: Our objectives are not only romantic aspirations but closely linked with Sainsbury's steadfast commitment to sustainability. We're tackling the urgent environmental issues facing the retail industry and using the increased attention being paid to climate change on a global scale to maximize our influence. Time-bound: There is not enough time. Three weeks before COP28, the sustainability app will be released to ensure our audience is prepared and engaged. Marketing initiatives will begin six weeks before COP28 to maximize awareness and last for three months. One month after COP28, a thorough campaign assessment will provide insightful information that will guide our future efforts..

SAINSBURY’S. Achievable: Collaborate with suppliers to ensure a steady supply of sustainable products. Train staff to effectively communicate Sainsbury's sustainability initiatives. Implement targeted marketing campaigns Relevant: Align the campaign with Sainsbury's commitment to sustainability. Address current environmental challenges faced by the retail sector. Leverage the global focus on climate change Time-Bound: Roll out the sustainability app three weeks before COP28. Implement marketing campaigns six weeks before COP28 and sustain them for three months. Conduct a comprehensive campaign review one month after COP28 to evaluate impact and gather insights..

[Audio] 1.7.2013 Target audience "Knowing who our target is is essential, and we have tailored our approach to appeal to certain groups of people. Our main target market is environmentally concerned customers between 18 and 55. This broad demographic includes families, students, and urban residents with moderate to high incomes. Our secondary objectives include influential industry people, community leaders, and lawmakers. By using a dual-target strategy, we can ensure that our message reaches decision-makers and the general public, which will have a broad influence. As we explore the campaign tools, you will see how we customize our messaging to appeal to these disparate but related demographics.".

[Audio] 1.7.2013 Marketing Communication Tools "We have a focused and active toolkit as we set out on our COP28 adventure. The redesigned container is the main attraction; it is decorated with CO2 labels that provide transparency, similar to food labeling for calories. Our clever software allows users to monitor and improve their energy-efficient behaviors, turning sustainability into a gamified experience. Our dynamic stage, social media, becomes the hub for in-the-moment interaction. Every technique, from visually striking TV commercials to fascinating social media campaigns, uniquely enhances Sainsbury's dedication to the worldwide battle against climate change.".

[Audio] 1.7.2013 Channels and Media "Our approach is multifaceted since we design an all-encompassing communication plan. With CO2 labels adorning it, redesigned packaging becomes a tangible communicator that provides clear information at the point of sale. Our innovative interactive software gamifies eco-friendliness and offers personalized energy-saving advice, making sustainability fun. Our dynamic hubs, social media platforms, the website, and in-store promotions are all essential to getting our word out. Through the use of many platforms, this integrated strategy guarantees a broad audience and promotes a compelling and consistent message.".

[Audio] 1.7.2013 Timeline and Measurement "Time is of the essence as we set our path to COP28. Three weeks before COP28, our timeline starts with the release of the sustainability app, which generated some early excitement. Television ads and in-store marketing will peak six weeks before COP28 to guarantee maximum awareness. One month after COP28, a thorough post-event evaluation will be carried out to assess the campaign's effectiveness. We will carefully examine key performance metrics, such as sales statistics, social media interaction, and app downloads, to assess the effectiveness of our efforts and provide insightful recommendations for future projects.".

[Audio] 1.7.2013. SAINSBURY’S. References. COP28UAE (2023). COP28 UAE | United Nations Climate Change Conference (UNFCCC). [online] Cop28.com. Available at: https://www.cop28.com/. GOV.UK (2021a). COP26 sees UK businesses lead the world in climate change commitments. [online] GOV.UK. Available at: https://www.gov.uk/government/news/cop26-sees-uk-businesses-lead-the-world-in-climate-change-commitments. GOV.UK (2021b). Net Zero Strategy: Build Back Greener. [online] GOV.UK. Available at: https://www.gov.uk/government/publications/net-zero-strategy. Sainsburys (2022). Carbon. [online] www.about.sainsburys.co.uk. Available at: https://www.about.sainsburys.co.uk/sustainability/better-for-the-planet/carbon..