With the development of economic and technology, lots of new brands, store, product and advertising access to the market. Customers have more choices, when they purchase products. And also the culture of consumption starts to change; for example, customers are personalized. They want to take part in production process, and create their own product. Stephen Brown (1998) said postmodern is contemporary movement, and consumption and marketing can establish the position of the postmodern marketing. In conclude, marketing has changed from modernity to post modernity since the end of 1950s (Parsons & Maclaran, 2010). In this essay, I would like to analysis four of seven characteristics of postmodern marketing in a retail environment.
Sainsbury's, which is a supermarket, was set up the first store in Drury Lane in 1860. This first sore only sells eggs, milk and butter. At present, Sainsbury's can be found everywhere in the United Kingdom, and millions of products are sold in the store. Sainsbury's is not complacent .they not only focus on selling other companies' products, but also develop their own-label product to emulate the certain manufacturers. When you get into their store, you may feel it is an orange world. The color of store and employee uniform and their website are all orange. The tidy and clean environment let customers in good mood during on the shopping. Usually, Sainsbury's sold reusable bag at check-out stand, and recommend customers do not use carry bag. Following paragraphs, I would like analysis four characteristics of postmodern marketing in Sainsbury's.
Fragmentation creates more opportunities for retailer and makes the segmentation more specific. Retail change is the most distinctive features. In the past, there were only a few shops in the city, people did not drive cars; however, since the increasing of the car ownership, retailer could set up their stores far away from the cities to target them who had cars (Bromley & Thomas, 2003). As more stores be set up, there has arisen various and specific stores. In addition, this phenomenon not only occurs on the store, but also occurs on the products and media (Brown, 1995)
At the beginning, there were only three products in their store. As the products are more specific, the number of product increased dramatically between 1869 and now. Only their own-label products reached over 500 types, so it is do not have to mention the other manufactures products. The ranges of their foods include Sainsbury's basic, Sainsbury's Kid, Sainsbury's SO organics, Sainsbury's taste the difference, and Sainsbury's be good to yourself(Sainsbury's). The achievement of Sainsbury is that creates different foods and tries to satisfy all customers' needs. For instance, Sainsbury's Kid only focuses on the children, who are between four and eight. Those products are tastier and healthier (Sainsbury's).
This is about the once clear hierarchies has been mixed up. Some domains be eroded by the process of market commoditization, such as museum mix with department, advertising in the TV shows, and two or more businesses set up together to become a co-ordinate, etc; furthermore, it also reflect on marketing management, like business build a partnership with other business(Brown, 1995).
Jeremy Schwartz was the Coca-cola innovation director for the Europe and Eurasia. In the November of 2002, he became the Sainsbury's brand guardian to help Sainsbury's develop their own-label products; furthermore, Andrew Ground became the beauty and healthy director for Sainsbury's (Wilkinson, 2002). The corporation of Jeremy Schwartz and Andrew Ground would make Sainsbury's move to the non-foods market (Wilkinson, 2002). Coca-cola has been threatened by Sainsbury's own-label coke, because of the similar packaging, the similar taste, but different price. In addition, Sainsbury's also put their advertising on the 'recipes', and the 'recipes' were approved by many famous stars (Brown, 1995).
Brown (2001) said "postmodernism is characterized by a retro orientation." One of the presuppositions is there is impossible to create a product that is stylistic, because all of the "new" products are related to the past (Brown, 2001). Even though, this presupposition is not be accepted by all the people, most people approve that the new product more or less evolve from the past product (Brown, 2001). So chronology emerge the fact that people like to see back in this developing world.
The Store design does not make chronology sense. In fact, the products they sold reflect the sense of chronology. They sell many retro products in their store, such as retro reusable bag (Retro To Go, 2006), retro furniture, and so on. Otherwise, 2009 was Sainsbury's 140th birthday. They put their all history on the website, and show British favorite recipes in these years. In conclusion, Sainsbury's cannot let customer feeling the sense of past in the store, but they can supply the products, which can wake customers memory up.
Ingenious brand image and advertising are becoming more and more important. A good advertising message can bring new hope to a serious situation for the business, such as French connection United Kingdom. Changing their name to the acronym FCUK help the business from loss to profit (Brown, 1995). It is also can help a new product to access to market; moreover, with the elevation of the awareness of environmental issues, marketer start to think about "Green movement" (Brown, 1995).
Because of the phenomenon of anti-waste is growing up (Brown, 1995). On the BBC News, Sainsbury's try to access the 'Green market'. They change the several package materials from plastic to compostable on their own-label products. It is help to reduce the package waste and environment pollution (BBC, 2006). Moreover, we easy to find there are many recycle products on the Sainsbury's goods shelves, like tissues and garbage bag. This movement is just the start point in the right direction. Sainsbury's has long way to go before they become the 'Green market' (BBC, 2006).
To sum up, from those four characteristics we can see the marketing is impacted by customer behavior and technology development. It is difficult to get loyalty from the customers, so marketer should not pay attention to the products, but pay attention to the customers' experience. Then customers are becoming more emotional, because of mass products make them confused what they should choose. According to those facts, we can see postmodern marketing is rising.
BBC (2006, September 8) 'Sainsbury's in green packing push'. (BBC News), Available: http://news.bbc.co.uk/1/hi/business/5326138.stm (Accessed, October 18)
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Retro To Go (2006, march 11) 'Sainsbury's artist-designed reusable bags.' Available: http://www.retrotogo.com/2006/11/sainsburys_arti.html (Accessed, October 18)
Sainsbury's, 'Sainsbury's food ranges' Available: http://www2.sainsburys.co.uk/aboutus/food_ranges/about_sainsburys_food_ranges?from=http://www2.sainsburys.co.uk/aboutus/our_140th/140_years_l3.htm?WT.svl=2&WT.seg_1=nav_secondary (Accessed, October 18)
Sainsbury's, 'Sainsbury's Kids food range' Available: http://www2.sainsburys.co.uk/food/mealideas/everydaymeals/lunchbox/kids_range_standards.htm (Accessed, October 18)
Wilkinson, A. (2002) Sainsbury's poaches Coca-cola marketer, News. EBSCO publishing.