To provide a framework on which to build a comprehensive marketing plan, Sainsbury's should adopt a SOSTAC model to aid the development of a logical structure combined with the key elements of a plan. The current situation places Sainsbury's in the third largest supermarket chain in the UK, with a market share of around 16%. With 823 stores, reported profits of £488 million, up 28% on last year's levels, with 15 consecutive quarters of sales growth Given the current environment, it is clear to see the strength and broad appeal of the Sainsbury's brand have improved substantially over the last four years. With like-for-like sales growth, excluding fuel, of 4.3% in the summer quarter and 3.9% in the first half, Sainsbury's is the most trusted own-brand among supermarkets. Almost half of all shoppers have "high" confidence in Sainsbury's products (47%) compared to 27% for Tesco, 17% for Asda and 15% for Morrison's. Research conducted with 1,000 consumers in August 2008. Following the advertising campaign, in which Jamie Oliver offered family meals for under £5, Sainsbury's became more popular with consumers than any other advertisement the supermarket had ever made. In the current financial crisis, Sainsbury's was "very successfully stealing" from its high street rivals. About 30% of shoppers' baskets were now sale items, up from about 20-22% a year ago. Shoppers were becoming increasingly "savvy" and changing the way they cook and eat in response to the credit crunch. In all supermarkets, sales of organic and premium products have slowed or stopped, while low-priced and own-label products have seen an increase in popularity. Heat-and-... middle of paper sales... ... face-to-face communication in store and on the street. Furthermore, S will make the Nectar card more customer-oriented in order to predict their next purchases and take a certain approach in transmitting the message. Personal selling will be measured in both qualitative and quantitative terms. Sellers will have to compile reports regarding the behavior of interlocutors and knowledge of the product. Sales promotions will be controlled by measuring the number of product samples distributed and calculating online sales of 75 or more. Pop will be monitored via strategically placed cameras. The level of awareness will be assessed through media coverage and by measuring the number of online visitors each week. The leader may or may not be admired, but other companies lose its dominant position in the industry. (Kotler,2001.www.sainsbury's.co.ukwww.j-sainsbury.co.uk