Sainsbury

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Title: Sainsbury

Essay Details:

Subject: Business

Author: Rory M

Date: November 6, 2014

Level: University

Grade: A

Length: 3 / 658

Essay text:

Families are among the most valuable customers and share many needs and interests. This combination of needs coherence and financial value means the brand can exploit the Pareto (or Differential Marketing) principle1 to create tailored value and communication propositions. This can in turn help to increase customer-bonding levels, given that emotional loyalty is driven by trust and appreciation. Therefore, in 1998 Sainsbury’s launched the Club 0-5 in response to Tesco’s Baby Club. The objectives were to keep existing high value customers, increase their loyalty, and improve the spending of medium value customers...

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