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Sainsbury's

What are their main brands?

Sainsbury's believe their brand is seen as representing quality and value for money, as well as high standards of customer service.

But, of course, every supermarket is a reflection not only of its own brand (Sainsbury's, Tesco, Safeway, Asda and so on), but also of the brands that it sells within the shop. Walk around any supermarket and you'll see some of the best-known brand names in food and drink. These are usually owned by large food manufacturers; for instance, the following brands are owned by Nestlé: Buitoni, Libbys, Nescafé, Nesquik, Shreddies, KitKat, Vittel and Perrier.

Sainsbury's wants to give display space to popular, high margin brands; and the producers of these brands want to be associated with Sainsbury's and will compete with each other for the 'best' space within stores.

The company also wants to form partnerships with other non-competing High Street brands. They introduced Boots health and beauty and pharmacy shops in a number of out-of-town stores in 2002. The 'Nectar' loyalty card links the Sainsbury brand with that of Debenhams, BP and Barclaycard. This is no accident; these companies see themselves benefiting from being associated with each other. Some observers have been critical though, believing that it is unethical for major corporations to gather data on their customers through what is regarded as a 'reward scheme'. For more Biz/ed material on the ethics of data storing/mining, go to: http://www.bized.co.uk/timeweb

Sainsbury's name has been used in developing the company's own-brand products. This approach has been applied to other product lines, such as economy goods and organic products. The Sainsbury brand name has also been used to gain leverage for the business to diversify into the retail banking market - a move which has since been copied by Tesco.

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