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Irene, Yen-Hsuan Shih Maryam Al-Semaitt Matt, Myoung-hwan Han Jayoon Yoon


"Explore Food with Sainsbury's� Sainsbury's bakes your day


Research Plan

Project Brief

Research: Online offline experience In-store experience

Unique London demographics

Possibilities for Sainsbury’s to address London’s demographics issue

Sainsbury’s International


Field Research – Store visits

Superstore (Northhampton)

Local / Convenience Store (Putney)

Market (Victoria)

Superstore (Cromwell)


Quality

Variety


Field Research – Facilities and Equipment

Capabilities to Product Freshly Baked Products -  The kitchen prepares and bakes “baked-off” and “scratch” products (loft / cakes) -  Bakers are trained in the Sainsbury’s Bakery College (since 2010). There are 6 Food Colleges opened in 2011. -  Sainsbury’s doesn’t cooperate with any local bakery so far


Field Research - Colleagues

Supporting Information around Products -  Peak time: 8.30-9.30am (breakfast), lunchtime, and evening (15.30- after school and work) -  Only provides the packaging set for special holidays, such as X’mas -  Some are in the fridge, and some are in different aisles. From the managing view, we could not mix all the products.


Field Research - Products

Promotion for New Products -  “In-store baked” Scottish crumpets, Scotch Pancakes, Sultana Pancakes – New products in Trial -  It is sold in Scotland and then it is in the 12-week trail (it has been here for one month), in 30 stores in the UK. -  “Packaging” Scotch Pancakes are available in stores and online


Field Research – Sainsbury’s Management

Customers only cook 5 meals per week

Staff could speak different languages as they’re native speaker

Scan & go

(revolutionary)

Sampling (3rd party) …… From

Creating Atmosphere of Theatre around Diwali

Ethnic Trends to Ethnic Proposition……


Field Research – Customers

“I like all kinds of bread, form Italian bread to rye bread.” (Food Lover)

“The breads in supermarkets are all similar but for me, it’s just convenient to get it. ” (Busy Student)

“I go to supermarkets to buy breads in the morning as breakfast, and evening on my way home.” (Part Time Worker)


Unique London Demographic

Including visitors, and residents of London

“Around half of people in Inner London are from an ethnic group other than White British. In Outer London around 40% are not White British.�


Secondary Research

Digital Strategy Let’s get baking website design, layout, photography and overall style influenced our design approach

About international Restaurants in London London has 12,000 restaurants from around the world


Co-creation – From Ideation to Reflection


Co-creation – From Ideation to Reflection

Way-Finding Colour Coding Bite & Buy - Sampling

Utalising Existing Equipment and Ingredient Food Vender Cooperation between……


Key Insights – Summary for Research Products from around the world exist within Sainsbury's, but there is no cohesive story to tie them together Sainsbury's has the capabilities and the ingredients to bake breads from around the world in-store Many customers seek other local bakeries/stores for international products


Problem Statement

How could Sainsbury's celebrate

the cultural diversity in London by providing customers

a broader range of baked products with matching groceries?


Customer Segmentation • 

get new customers

Origins Not Motivated

Sometimes

•  Lack of Information

• 

Keep existing customers

Make existing customers buy more


Persona Profiles

John (27)

British Open minded Business man / Consultant Worked in China Food & culture lover

Time Knowledge Money

Susan (38)

European Housewife with 3 kids Stay in London for 7 years Conscious about health Familiarity with technology


Customer Journey


Service blue print


Sainsbury’s International

12 Monthly Celebrations Throughout A Year Sainsbury’s International is a monthly campaign that celebrates different cultural festivals with baked products all around the world. For example, in July, we celebrate Ramadan Holy Month with Middle-Eastern bread. Khobez, as a demonstration for this project.


World map

•  ?

Monthly Highlight: Middle-Eastern Bread Follow the colour sticker, and explore the food with Sainsbury’s!


Visual Identity


Online Experience


Online Experience


The Process of Making Ethnic Bread


The Process of Making Ethnic Bread


In-store Experience


In-store Experience


In-store Experience


Interior Design


Interior Design


Interior Design


Packaging Design


Commercial Design


Price match example Sainsbury's Bread

18 p

Hommous

25 p

Vegetables

15 p

Package

25 p

Addition equipment cost

0

Hommous Sandwich cost

83 p

Hommous Sandwich price

ÂŁ 2.00

Competition

ÂŁ 4.00


Price match example Sainsbury's Bread

18 p

Hommous

25 p

Vegetables

15 p

Package

25 p

Addition equipment cost

0

Hommous Sandwich cost

83 p

Hommous Sandwich price

ÂŁ 2.00

Competition

ÂŁ 4.00


Price match example Sainsbury's Bread

18 p

Hommous

25 p

Vegetables

15 p

Package

25 p

Addition equipment cost

0

Hommous Sandwich cost

83 p

Hommous Sandwich price

ÂŁ 2.00

Competition

ÂŁ 4.00


SWOT Analysis Strengths

•  •  •  • 

Utalising Existing equipment Existing colleague diversity London diverse population and potential to spread Sainsbury's international into other department within Sainsbury's Existing customer loyalty to Sainsbury's

Oportunities

•  • 

Potential possibilities to partner with local bakeries to supply a more diverse range of international baked products Build a strong international image of Sainsbury's to serve the diverse population of London (customers and colleagues)

Weaknesses

•  • 

Although Sainsbury's has the abilities to add products, the equipment still has its limitations and certain types of bread require special machinery The customer's perspective of Sainsbury's offer of international bread

Threats

•  • 

Competition in the market will try to take similar ideas forward potential lack of consistency when it comes to local bakery supply of international bread


Colleague Engagement


Colleague Engagement


Customer Engagement


"Explore Food with Sainsbury's� Sainsbury's bakes your day


Irene, Yen-Hsuan Shih Maryam Al-Semaitt Matt, Myoung-hwan Han Jayoon Yoon

Profile for Irene Shih

Sainsbury's International: Final Presentation  

How could Sainsbury’s celebrate the cultural diversity in London by providing customers a broader range of baked products with matching groc...

Sainsbury's International: Final Presentation  

How could Sainsbury’s celebrate the cultural diversity in London by providing customers a broader range of baked products with matching groc...

Profile for ireneshih
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