Analyze Brand Image and Advertising Strategies of Morrisons

The provided document is an in-depth analysis of brand image and advertising strategies used by Morrisons Supermarket Plc. The questionnaire covers various aspects such as the significance of effective brand image for high growth, major advertising tools adopted by Morrisons, importance of brand image in firm development, measures to gain attention, impact of high brand image on customer mindset, methods to protect intellectual property, and recommendations for attaining competitive edge. This detailed study is essential for students looking at marketing strategies and brand management.

RESEARCH
PROJECT

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the Research ..........................................................................................................1
Background of the Research.......................................................................................................1
Research Aim ............................................................................................................................2
Research Objectives....................................................................................................................2
Research Questions.....................................................................................................................2
CHAPTER 2: LITERATURE REVIEW ........................................................................................3
2.1 Major influence of brand image on developing organisational performance of Morrisons..3
2.2 Importance of advertising tools in attaining customers loyalty............................................3
2.3 The various measures that are adopted by Morrisons as to gaining attention of customers. 4
towards the firm..........................................................................................................................4
CHAPTER 3: RESERACH METHODOLOGY ............................................................................5
3.1: Type of Investigation...........................................................................................................5
3.2: Research Design...................................................................................................................5
3.3: Research Philosophy............................................................................................................5
3.4: Research approach...............................................................................................................6
3.5: Data sampling......................................................................................................................6
3.6: Ethical Consideration...........................................................................................................6
CHAPTER 4: DATA ANALYSIS .................................................................................................6
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................16
5.1 Conclusion ..........................................................................................................................16
5.2 Recommendation ................................................................................................................16
REFERENCES................................................................................................................................1
APPENDIX ...................................................................................................................................3
........................................................................................................4

TITLE:
To analyse the impact of brand image and advertising on consumer loyalty. A case
study on Morrisons.
CHAPTER 1: INTRODUCTION
Overview of the Research
Brand image can be consist as the most essential part of business organisation which
helps in creating awareness among the people about the offered products and services of firm. In
this modern era the major focused area of firm is to making their products and services more
familiar with the population as to increasing sales and revenue of firm at market place (Prayag
and Ryan, 2012). The major purpose of firm is to enhancing their profitability through
developing their brand image in the mind set of people. Now a day's customers are very much
concern about the brand image as it create value in managing their reputation at market place and
population. Small as well as large business enterprises are concern on applying various
advertising tools as to gaining attention of customers through providing them proper description
about the product. Morrisons is a chosen company for this particular research project. The major
focused area of firm is to developing their business operations at large scale through creating
awareness about the goods and services of firm in the mind set of people.
Background of the Research
In today's modern era competition is so high at market place and organisations are widely
focused on producing new and innovative products at market place in respect top creating an
effective image of firm among people. Morrisons is a public supermarket company. It is the
fourth largest supermarket chain in United Kingdom. The headquartered of firm is in Bradford,
West Yorkhire, England. The company was founded in the year of 1899 by the efforts of
William Morrisons. As a large business enterprises company deals in variety of luxury products
and services. The company is mainly concern on making people aware about the offered
products and services of Morrisons through applying the tool of advertising at market place
(Schivinski and Dabrowski, 2016). Companies are mainly focused on maintaining their brand
image as to providing high quality products and services to their potential buyers.
1

Research Aim
Research aim is a predetermined statement in which the major purpose and issue of
research is mentioned. It is a general statement which significantly concerning on the overall
goals, intention and outcome of the study. The essential aim of this particular research is “To
analyse the impact of brand image and advertising on consumer loyalty”. A case study on
Morrisons.
Research Objectives
Objectives are described as the individual stages which are required for a learner to attain
on the way in respect to reaching at their final outcome (Thompson and Malaviya, 2013). This
section is based on the variables of research aim. In this aim has to be explained in clarify form.
Some essential objectives of research are described as below:
 To identify the influence of brand image on developing organisational performance of
Morrisons.
 To determine the importance of advertising tools in attaining customers loyalty.
 To evaluate various measures that are adopted by Morrisons as to gaining attention of
customers towards the firm.
Research Questions
It can be described as the fundamental core of research project. This part of research is
based on the objectives of research project as this part helps in conducting the research project in
appropriate direction through analysing all the essential aspects of research (Zhang and Mao,
2012). Some important question of research are evaluated as under:
 What are the major influence of brand image on developing organisational performance
of Morrisons?
 What are the importance of advertising tools in attaining customers loyalty?
 What are the essential measures that are adopted by Morrisons as to gaining attention of
customers towards the firm?
CHAPTER 2: LITERATURE REVIEW
2.1 Major influence of brand image on developing organisational performance of Morrisons
As per the views expressed by Fuchs, Chekalina and Lexhagen, 2012, A brand image can
play a very crucial role in determining the level of performance of an organization. Brand image
2

helps in increasing the customer base for an organization. It also helps in raising the market
penetration for the organization. If people would be aware of that particular brand then they
would not hesitate in making purchases from such brand and they will put necessary reliance on
it, which is a dream of any company operating in the field of business. Customer loyalty is one of
the hardest to thing to achieve. It is therefore quite crucial that organization takes steps to ensure
that the loyalty of customers is not broken down, and overall confidence of the people in the
brand remains intact. There is a clear distinction between a company which is not having a
strong brand in the market and a company which is already established and reaping the benefits
of a Big Brand image from quite a while(Daspit and Zavattaro, 2014). Morrison is company
operating supermarket chains in UK and is the third largest Supermarket chain in United
Kingdom. The brand image of the company is very powerful and people believes in purchasing
products from this market as they have a perception that it offers higher quality at lower prices.
In current scenario, there is a different market for Brands in the business, in that market the value
of a particular Brand is determined by analysing its demand among customers, the loyalty
towards the brand and is there any substitute of that particular brand in the market.
2.2 Importance of advertising tools in attaining customers loyalty
According to the view point of Vasiliu, 2013Promoting is a standout amongst the most
essential parts of advertising since buyers can't purchase items unless they realize what they are
and where to get them. Organizations can utilize a wide range of tools to advise shoppers about
the advantages of their items and administrations, increment of awareness of brand among
people and drive higher level of sales. The various tools of advertising that helps in increasing
the overall Brand loyalty among people are as follows :
Print and Outdoor Advertising
Print as well as outdoor advertising is a very crucial tool for having lasting impact on the
mindset of consumers. Print advertisements includes publications, advertisements in newspapers,
newsletters and magazines etc.
TV and Radio
Morrison is using television as well as Radio as a important mean for Communicating with its
customers, through this medium people will be able to get a better view of company's products as
well as services and this leads to an increment in the brand loyalty for the company.
Telemarketing
3

This is yet another tool of marketing. Under this the company would market its product by
calling directly to prospective customers and explaining them features of products and services
(Barreto, 2014). This would create a brand image among the mindset of people and they will
become aware of the fact that there is a Company operating in that particular sector with that
name as a brand.
2.3 The various measures that are adopted by Morrisons as to gaining attention of customers
towards the firm.
As per the view point of Raza and Hanif, 2013, Morrison is continuously taking various
measures to gain attention of customers towards that particular firm. Some of the measures
adopted would include higher spending on marketing and aggressive marketing campaigns to
ensure that people will be able to know about the company, who are living even in villages. The
aim of the organization would be to create a positive image of the company on the mindset of
people. Some of the ways to enhance customer attention would include : Developing a USP for Products: The company should work on improving the
uniqueness and quality of its products as well as services over period of time. This will
attract consumers and will compel them to retain with the same company as the product
which is being offered by them is unique and can not be bought from anywhere else (So
and et. al., 2013).
 Identification of customer Needs: The needs of customer is dynamic in nature, therefore
it is quite important to have a clear understanding of various aspects customer needs, like
what they want, how to satisfy them and how can the company satisfy them (Laari and
et.al., 2016). It is a term that “ A satisfied customer is a loyal customer”. If the customer
is satisfied with company, it should not think too much about the loyalty of customers as
they will going to remain with company, if quality products will be offered by the
company.
CHAPTER 3: RESERACH METHODOLOGY
A research method is considered as an effective plan in order to conduct research in more
successful manner. The researcher is the held responsible to carry out research with the help of
using different tools and techniques which help them in getting accurate and reliable result. This
part of research is classified into different parts which help researcher to arrive at conclusion.
4

3.1: Type of Investigation
There are various types of research which are qualitative and quantitative in nature.
Qualitative research refers to research which are conducted with a motive of collecting data
which are more accurate and reliable whereas quantitative research is based on different facts
and figures in order to achieve result which may not accurate.
3.2: Research Design
A research design is a framework which states the structure of conducting research
projects. It includes objectives, data collection and methods of analysis, cost, time etc. Basically
there are three types of research deign such as Exploratory research design, descriptive research
design and experimental research deign. Out of the three design, the most appropriate design the
company should focus on is exploratory research design as it is based on qualitative research.
Descriptive research design is related with explaining problem and its solution which requires
more specific and purposive study. In the present assignment, the research project are based on
descriptive research as it is most suitable for the research purposes and helps in evaluating the
data in an appropriate manner.
3.3: Research Philosophy
Research philosophy deals with the source, nature and development of knowledge. In
other words, It can be defined as the way in which record and evaluate the data about a
phenomenon. Research philosophy is classified into two section which are interpretivism and
positivism. In the given case, researcher focused on on using interpretivism research approach as
it helps in providing qualitative report through which the researcher is able to analyse the data at
different levels. It is dependent on the human nature and varying role as social actors. It defines
the social role of other people according to the researcher set of meaning. The research has gve
his full efforts in analysing the behaviour of human and social role.
3.4: Research approach
It is an effective tolls of research which help in conducting the activities performed
during research in appropriate manner in order to achieve desired result. The research approach
has been classified into two parts such as Inductive ad deductive research approach. In the
present case, the research has decided to consider inductive approach as it is based on the
5

qualitative data. The researcher has bee expected to have appropriate data and figures in order to
conduct research in an effective manner.
The main objective of this research is to fund out the meaning from the available data
collected during research with a motive of identifying patterns and relationships to build a
theory. Adopting inductive approach restrict researcher to explore research question.
3.5: Data sampling
Under this, sample are taken from the data gathered from population and Public. The size
of the sample selected is 40 respondents who gets valuable services from the firm on continuous
basis. The researcher has two options out of which the research need to select one from either
probabilistic or non-probabilistic sampling techniques according to the requirement of project.
Non-probabilistic has selected by research for this project.
3.6: Ethical Consideration
While conducting research, there are lots of problem and issues which researcher has
faced which restrict him to address the requirements. Such issues may related with time,
financial resources etc. It is the responsibility of researcher to secure information collected from
research which restrict others for illegal use. The researcher should required to focus on achieve
desired goals of the research in more effective way.
CHAPTER 4: DATA ANALYSIS
Questionnaire
Q1) Does effective brand image is essential for attaining high growth for
firm?
Frequency
Agree 36
Disagree 4
Q2) What are the major advertising tools are adopted by Morrisons as to
gaining attention of customers?
Frequency
Print Advertising 10
6

Outdoor Advertising 8
Social Media 15
Web Marketing 7
Q3) What are the importance of brand image in the growth and development
of firm?
Frequency
Gaining customers attraction 8
Enhancing profitability 10
Developing organisational sales 8
Expansion of Business 14
Q4) What are the measures adopted by Morrisons as to gaining attention of
people towards the firm?
Frequency
Discount Offers 15
Vouchers 10
High quality Products 15
Q5) What is the impact of high brand image on the mind set of people? Frequency
Increasing brand Identity 10
Enhancing number of buyers 8
Developing revenue of firm 6
Competitive Edge 16
Q6) Which tools are adopted by Morrisons as to protect their intellectual
property at market place?
Frequency
Professional Help 10
Trademark 10
Patent 12
Copyright 8
7

Q7) Which is the most profitable segment of Morrisons Supermarket Plc? Frequency
Retailing 13
Online Services 15
Whole selling 12
Q8) Provide recommendation how organisation can attaining competitive edge
at market place.
8

Theme 1: Brand image is essential for attaining high growth for firm.
Q1) Does effective brand image is essential for attaining high growth for
firm?
Frequency
Agree 36
Disagree 4
Interpretation:
As per the above mentioned graph it has been concluded that brand image performs vast
role in developing organisational performance and productivity at market place. 36 out of 40
respondents are agree with this statement and remaining 4 people are not agree with the same as
per their opinion brand image is not effective for attaining high of firm.
9
Agree Disagree
0
5
10
15
20
25
30
35
40 36
4
Column B

Theme 2: There are various advertising tools that are adopted by Morrisons as to gaining
attention of customers.
Q2) What are the major advertising tools are adopted by Morrisons as to
gaining attention of customers?
Frequency
Print Advertising 10
Outdoor Advertising 8
Social Media 15
Web Marketing 7
Interpretation:
According to the above given report it has been analysed that advertising is effective in
creating awareness among people about the products and services of firm. As a large business
enterprises Morrisons plc apply various advertising tools such as Print Advertising, Outdoor
Advertising, Social Media and Web Marketing. Majority of respondent go with social media as it
is the most effective tool of advertising.
10
Print AdvertisingOutdoor Advertising Social Media Web Marketing
0
2
4
6
8
10
12
14
16
10
8
15
7 Column B

Theme 3: There are various importance of brand image in the growth and development of
firm.
Q3) What are the importance of brand image in the growth and development
of firm?
Frequency
Gaining customers attraction 8
Enhancing profitability 10
Developing organisational sales 8
Expansion of Business 14
Interpretation:
The above mentioned graph explained that There are various importance of brand image
in the growth and development of firm. 8 out of 40 people go with the option of gaining
customers attraction, 10 people select the option of enhancing profitability, 8 people go with
developing organisational sales and remaining people go with expansion of business.
11
Gaining customers attraction
Enhancing profitability
Developing organisational sales
Expansion of Business
0
2
4
6
8
10
12
14
8
10
8
14
Column B

Theme 4: Different measures are adopted by Morrisons as to gaining attention of people
towards the firm.
Q4) What are the measures adopted by Morrisons as to gaining attention of
people towards the firm?
Frequency
Discount Offers 15
Vouchers 10
High quality Products 15
Interpretation:
As per the above given report it has been concluded that there are various measures that
are adopted by Morrisons as to gaining attention of people towards the firm. 15 out of 40
respondents select the option of discount offers, 10 go with vouchers and remaining people go
with high quality products.
12
Discount Offers Vouchers High quality Products
0
2
4
6
8
10
12
14
16 15
10
15
Column B

Theme 5: The impact of high brand image on the mind set of people.
Q5) What is the impact of high brand image on the mind set of people? Frequency
Increasing brand Identity 10
Enhancing number of buyers 8
Developing revenue of firm 6
Competitive Edge 16
Interpretation:
As per the above given report it has been determined that there is a huge impact of high
brand image on the mind set of people such as increasing brand identity, enhancing number of
buyers, developing revenue of firm and competitive edge.
13
Increasing brand Identity
Enhancing number of buyers
Developing revenue of firm
Competitive Edge
0
2
4
6
8
10
12
14
16
10
8
6
16
Column B

Theme 6: There are various tools are adopted by Morrisons as to protect their intellectual
property at market place.
Q6) Which tools are adopted by Morrisons as to protect their intellectual
property at market place?
Frequency
Professional Help 10
Trademark 10
Patent 12
Copyright 8
Interpretation:
As per the description of the above given report it has been analysed that There are
various tools which are adopted by Morrisons as to protect their intellectual property at market
place such as professional help, trademark, patent and copyright.
14
Professional Help Trademark Patent Copyright
0
2
4
6
8
10
12
10 10
12
8
Column B

Theme 7: The most profitable segment of Morrisons Supermarket Plc.
Q7) Which is the most profitable segment of Morrisons Supermarket Plc? Frequency
Retailing 13
Online Services 15
Whole selling 12
Interpretation:
AS per the above given report it has been determined that as a large business enterprises
Morrisons plc deals in variety of goods and services. 13 out of 40 people go with retailing
sectors, 15 people select the option of online services and remaining people go with whole
selling.
15
Retailing Online Services Whole selling
0
2
4
6
8
10
12
14
16
13
15
12
Column B

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It has been concluded from the above project report that an organisation can easily attract
and recognised by the customers if they attained strong brand image in competitive market
world. The people have perception that an organisation attaining good image in market provided
optimum quality product which ensures in maximising their level of satisfaction. Following
advertising tools helps company to communicate with their target customers about the quality,
features and price of products with a motive of influencing their interest and buying behaviour of
customers.
5.2 Recommendation
It is essentially required for management of organisation to contribute their maximum
efforts in achieving strong brand image and reputation in competitive market through providing
quality products and services which helps in bringing trust and loyalty among target customers.
The company also required to follow advertising tools which help them in informing to their
customers about the information regarding the product the company has provided in market.
Thus, collecting feedbacks and suggestions from the customers helps them in identifying the
behaviour which changes frequently as well as also help in maintaining healthy relation with
them.
16

REFERENCES
Books and Journals
Fuchs, M., Chekalina, T. and Lexhagen, M., 2012. Destination Brand Equity Modeling and
Measurement. A Summer Tourism case from Sweden. Strategic marketing in tourism
services, pp.95-115.
J. Daspit, J. and M. Zavattaro, S., 2014. Integrating innovation and absorptive capacity into the
place branding process: A capability-based perspective. Journal of Place Management
and Development. 7(3). pp.206-224.
Vasiliu, D.M., 2013. Approach to Customer Relationship Management (CRM)-the new key sales
success.The USV Annals of Economics and Public Administration. 12(1 (15)). pp.144-
153.
Barreto, A.M., 2014. The word-of-mouth phenomenon in the social media era. International
Journal of Market Research. 56(5). pp.631-654.
Laari, S. and et.al., 2016. Firm performance and customer-driven green supply chain
management. Journal of cleaner production. 112. pp.1960-1970.
Raza, S.A. and Hanif, N., 2013. Factors affecting internet banking adoption among internal and
external customers: a case of Pakistan. International Journal of Electronic Finance.
7(1). pp.82-96.
Prayag, G. and Ryan, C., 2012. Antecedents of tourists’ loyalty to Mauritius: The role and
influence of destination image, place attachment, personal involvement, and
satisfaction. Journal of Travel Research. 51(3). pp.342-356.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer
perceptions of brands. Journal of Marketing Communications. 22(2). pp.189-214.
Thompson, D.V. and Malaviya, P., 2013. Consumer-generated ads: does awareness of
advertising co-creation help or hurt persuasion?. Journal of Marketing. 77(3). pp.33-47.
Zhang, J.J. and Mao, Z., 2012. Image of all hotel scales on travel blogs: Its impact on customer
loyalty. Journal of Hospitality Marketing & Management. 21(2). pp.113-131.

So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2013. The influence of customer brand
identification on hotel brand evaluation and loyalty development. International journal
of hospitality management. 34. pp.31-41.
Wijaya, B.S., 2015. The development of hierarchy of effects model in advertising. International
Research Journal of Business Studies. 5(1).
Napoli, J and et.al., 2014. Measuring consumer-based brand authenticity. Journal of Business
Research.67(6). pp.1090-1098.
Lii, Y.S. and Lee, M., 2012. Doing right leads to doing well: When the type of CSR and
reputation interact to affect consumer evaluations of the firm. Journal of business ethics.
105(1). pp.69-81.
Eggers, F., and et.al., 2013. The impact of brand authenticity on brand trust and SME growth: A
CEO perspective. Journal of World Business, 48(3). pp.340-348.
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APPENDIX
Questionnaire
Name:
Age:
Gender:
Email Id:
Phone Number:
Q1) Does effective brand image is essential for attaining high growth for firm?
Agree
Disagree
Q2) What are the major advertising tools are adopted by Morrisons as to gaining attention of
customers?
Print Advertising
Outdoor Advertising
Social Media
Web Marketing
Q3) What are the importance of brand image in the growth and development of firm?
Gaining customers attraction
Enhancing profitability
Developing organisational sales
Expansion of Business
Q4) What are the measures adopted by Morrisons as to gaining attention of people towards
the firm?
Discount Offers
Vouchers
High quality Products
Q5) What is the impact of high brand image on the mind set of people?
Increasing brand Identity
Enhancing number of buyers
Developing revenue of firm
3