A Case Study on Iceland London

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Research proposalAssessing the effectiveness of branding on customerretention in UK retail industry. A cases study on Iceland,London1
Table of ContentsINTRODUCTION..........................................................................................................................3Problem statement........................................................................................................................4RATIONALE OF THE STUDY....................................................................................................5SIGNIFICANCE OF THE STUDY...............................................................................................6RESEARCH AIMS AND OBJECTIVES......................................................................................6LITERATURE REVIEW...............................................................................................................7RESEARCH METHODOLOGY..................................................................................................10Research philosophy:................................................................................................................10Research approach:...................................................................................................................10Research type.............................................................................................................................10Research design.........................................................................................................................10Data Collection..........................................................................................................................11Sampling....................................................................................................................................11Data analysis..............................................................................................................................11Ethical issues.............................................................................................................................11Research limitations...................................................................................................................12PROPOSED DISSERTATION STRUCTURE............................................................................12TIMETABLE................................................................................................................................12REFERENCES.............................................................................................................................152
Title:Assessing the effectiveness of branding on customer retention in UK retail industry: Acases study on Iceland, LondonINTRODUCTIONIn the present competitive era, each and every organization is ready to pay any means toaccess the needs and wants of customers as well as their specific desires. This is seen moreimportant to satisfy the needs of customers in a better manner and achieving customers loyaltyand satisfaction. Marketing of a company focuses on delivering higher values to a customers soas to make them satisfied and building long-term and mutually profitability relationship withcustomers (Cahill, 2006). In case, the products or services provided by a company are notenough to satisfy or meet the customer’s needs and wants, thus, it called ineffectiveness inmarketing practices. With loyal customers, companies can have higher market share and reducethe operating cost.Branding is the process of creating a unique name and image of a product in the minds ofcustomers which is mainly through advertising campaigns along with a unique theme. The aimof branding is to establish a significant and differentiated presence in the marketplace and helpsin attracting and retaining loyal customers (Katie, 2013). In respect with the retail supermarket,satisfaction is interpreted as to meet the expectations of the customers. However, it has beenwitnessed that corporate brand image is important to gain customer commitment and loyalty.Branding helps in attaining the higher performance is terms of increasing sales and profitability.Nonetheless, it was found that poor brand image significantly lead to disaster and losingcustomers.Customer Retention is seen to be the most crucial problem associated with an retailingorganization that is only resolved through creating differentiation in a retails store, where,consumers make weekly, fortnightly or monthly shops (Andreassen and Olsen, 2008). WithinUK retailing industry, there can be seen huge competition among retailers or it can be said thatcompetition in retailing is very fierce. Customers satisfaction and loyalty are the most significantaspect that allows marketer to retain customers in a business and gain long term business fromthem. For this aspect, retail industry of UK is involved in creating branding of products to gaincompetitive advantages.3
This is the most crucial fact that retailing organizations spend billions to present themselves as abrand and try to make their brands resonate with consumers. Unfortunately in UK retail industry,there are number of unsatisfied consumers who do not complain, and just do shoppingsomewhere else. The question is remain same, how branding affects the satisfaction level ofcustomers and their loyalty towards a company of brand (Pollack, 2009). This investigation isproposed so as to assess the effectiveness of branding on customer retention in UK retailindustry: that customer expectations always move upward and it is only the satisfied customersthat are more likely to remain loyal in the long run. Iceland is a leading British retailer and afastest-growing and most innovative merchandiser. This company is recognised as one of thebest companies to work for in the UK. The company is witnessed with spending lot on brandingstrategies, hence, it is crucial to know how effective the branding strategies for attainingcustomer retention and loyalty are (Ou and et. al., 2011).Problem statementCustomers retention is the most common problem among retailers of UK because thereare a variety ofsupermarkets doing in retail sector.However, they are arranging uniquemarketing practices to attract and retain customers but they are far behind providing satisfyingand loyalty of customers through their marketing practices. Iceland Company is one among theleading retailer of UK which is making more efforts to create a brand image in the market whileusing costlier branding strategies, so it to know, how effective such strategies are in retainingcustomers and gaining customers loyalty towards brands. Through conducting the proposedstudy, the researcher hopes for answering the following questions.How effective branding strategies are for improving customers retention and loyaltylevel?What are the different strategies applied by Iceland to attract and retain customers andattaining customer loyalty?What is the current position of Iceland brand and its branding as marketing strategy?What are the different ways for Iceland to improve customers retention and loyalty level?RATIONALE OF THE STUDYWhat is the research issue?4
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