In order to provide a structure on which a comprehensive marketing plan can be built, Sainsbury's should adopt a SOSTAC model to assist in the development of a logical structure combined with the key elements of a plan.The current situation places Sainsbury's as the third largest supermarket chain in the UK, with a market share of around 16%. With 823 stores, revealed profits of £488m, up 28% on last year's levels, with 15 consecutive quarters of sales growth. ,Given the current environment, this shows how the strength and overall appeal of the Sainsbury's brand has improved significantly over the past four years. Like-for-like sales growth, excluding fuel, of 4.3 per cent in the summer quarter and 3.9 per cent for the first half, Sainsbury's is the most trusted 'own brand' among supermarkets. Almost half of all shoppers have a 'high' trust in Sainsbury's products (47%), compared to 27% for Tesco, 17% for Asda and 15% for Morrison's. Research of 1,000 consumers in August 2008. Following the advertising campaign featuring Jamie Oliver offering family meals for less than £5, Sainsbury's became more popular with consumers than any other advert ever made by the supermarket. Amid the current financial crisis, Sainsbury's was "very successfully stealing" from its high-end competitors. About 30% of shoppers' baskets were now discounted items, up from about 20% to 22% a year ago. Shoppers were getting “smarter” and changing the way they cooked and ate. in response to the credit crisis. All supermarkets saw sales of organic and premium products slow or stop, while cheaper and own-brand products proved more popular.Sales of hot paper and...... middle of paper ... ... face-to-face communication in stores and on the street. In addition, S will make the nectar card more customer-oriented in order to predict their next purchases and take a certain approach to convey the message. Personal selling will be measured in both qualitative and quantitative terms. Sellers will be required to complete reports regarding customer behavior and product knowledge. Sales promotions will be monitored by measuring the number of product samples distributed and calculating online sales of 75 or more. The pop will be monitored using strategically placed video cameras. The level of awareness will be assessed via media coverage and by measuring the number of online visitors each week. The leader may or may not be admired, but other companies are losing their dominance in the industry. (Kotler, 2001.www.sainsbury's.co.ukwww.j-sainsbury.co.uk