Impact of Digital Marketing on Brand Awareness of Sainsbury's

Research Project
(Secondary Research)

TITLE: IMPACT OF DIGITAL MARKETING IN INCREASING BRAND AWARENESS OF
AN ORGANISATION.....................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................5
CHAPTER 4: ANALYSIS AND DISCUSSION............................................................................7
Theme 1: To identify the various digital marketing techniques used by organization to
improve brand awareness.......................................................................................................7
Theme 2: To determine the benefits gained by Sainsbury’s while using digital marketing to
improve brand awareness.......................................................................................................8
Theme 3: To identify the various challenges faced by Sainsbury’s while using digital
marketing for brand awareness at marketplace....................................................................10
CHAPTER 5: CONCLUSION .....................................................................................................11
CHAPTER 6: RECOMMENDATION..........................................................................................11
.......................................................................................................................................................13
REFERENCES..............................................................................................................................13
APPENDICES ..............................................................................................................................16
Appendix 1: Research Proposal............................................................................................16
Appendix 2: Research Ethical Form.....................................................................................16
1

TITLE: IMPACT OF DIGITAL MARKETING IN INCREASING BRAND
AWARENESS OF AN ORGANISATION
CHAPTER 1: INTRODUCTION
Research Background:
The concept of Digital marketing in business relates to the promotion of goods and
services through online platforms and applications. Digital marketing plays an import part in
promoting the brand image of a company and enhancing its presence across the markets at
maximum places (Sigala, 2018). This research is conducted in order to identify the impacts of
digital marketing in the brand awareness of an organisation. The present study is based on
Sainsbury's, which is one of the leading supermarket brand headquartered at London, UK and
established in the year 1869. This research shows the impacts of digital marketing on the brand
awareness of the company across the marketplace. It analyse the digital-marketing techniques
used by an organisation and the challenges while using these techniques to enhance brand
awareness.
Research Aim:
“To analyse the influences of digital marketing in increasing brand awareness of an
organisation”. A study on Sainsbury’s.
Research Objectives:
 To identify the various digital marketing techniques used by organisation to improve
brand awareness.
 To determine the benefits gained by Sainsbury’s while using digital marketing to improve
brand awareness.
 To identify the various challenges faced by Sainsbury’s while using digital marketing for
brand awareness at marketplace.
Research Questions:
 What are the various digital marketing techniques used by organisation to improve brand
awareness?
 What are the benefits gained by Sainsbury’s while using digital marketing to improve
brand awareness?
2

 What are the various challenges faced by Sainsbury’s while using digital marketing for
brand awareness at marketplace?
Research Rationale:
The rationale behind selecting this research is to analyse the impacts of digital marketing
activities on the brand image of a retail organisation. This study is helpful for retail organisations
such as Sainsbury's in improving its brand image. This study helps the investigator in identifying
various digital marketing methods and strategies that can be adopted by a retail organisation to
improve their brand image (Jiménez-Castillo and Sánchez-Fernández, 2019). In professional
context, it helps the researcher in gaining knowledge about impact of digital-marketing in brand
enhancement of an organisation. In personal context, this research promote skill development
including analytical skills and logical skills.
Research Significance:
The significance of digital marketing has increased in recent years which has redefined
the ways of working in business organisations. Sainsbury's use digital marketing techniques
which help the company in gaining consumers attention through promotional activities on social
platforms. Although, in order to enhance brand value of the company it is important to formulate
appropriate strategies in application of digital-marketing techniques. This study helps in
determination of constructive strategies which should be implemented to attract more consumers
and increase brand reach.
CHAPTER 2: LITERATURE REVIEW
Literature review is the overview of published sources in the form of articles or journals
related to a particular topic of study. The main purpose of literature review is to identify research
gap. In the previous studies, the concept of digital marketing in context to business organisations
were understood but it was lacking the information regarding its benefits to companies. It was
also lacking the knowledge related to challenges faced by an organisation in adoption of digital
marketing techniques. In order to fulfil this gap, following questions are developed:
What are the various digital marketing techniques used by organisation to improve brand
awareness?
According to Samantha Warren, 2020, digital marketing in context of a business has
became crucial in this era of modern advancements. Moreover, digital marketing is one of the
3

most popular ways to boost brand awareness which results in desirable outcomes. Also, the
customer feedback affects digital marketing and brand awareness on which all strategies are
designed. Digital marketing trends including improvement of influencer marketing, enhancing
content strategies, utilisation of SEO techniques , being creative and collaborating with powerful
brands helps in enhancement of brand awareness. Use of internet has changed since its
introduction and has major influence on improving brand image of retail companies such as
Sainsbury's. The Social media marketing strategy of Sainsbury's such as YouTube, Facebook and
Twitter accounts helps in attaining significant engagement of consumers in its activities
(Warren., 2020).
What are the benefits gained by Sainsbury’s while using digital marketing to improve brand
awareness?
According to Matthew Valentine, 2021, the impact of digital marketing on the growth
and progress of Sainsbury's is major and extremely significant. The company is accomplishing
organisational goals and is attracting more consumers to purchase from the organisation.
Specially during pandemic, the digital marketing techniques served as a saviour in maintaining
its sustenance in the market. The company has provided consumers with goods through dealing
into online shopping and home delivery. The organisation has substantially increased its market
share through implementing methods of digital marketing in their operations. The techniques of
digital-marketing helps in enhancing brand reach as people are very much engaged in usage of
social media and internet applications (Valentine.,2021).
What are the various challenges faced by Sainsbury’s while using digital marketing for brand
awareness at marketplace?
According to Avinash Chandra, 2021, mostly every business enterprise is engaged in the
practices of digital marketing by only a few implement correct digital strategies to foster growth.
The organisation face issues regarding formulation of constructive and clear digital marketing
strategy. Identification of potential target market is extremely important and it is one of the major
challenge faced by organisations in digital marketing. No product is equally attractive and
preferable to everyone, hence fulfilling requirements through the process of targetting is relevant
in the course of digital marketing. Another major challenge faced by Sainsbury's is the under-
utilisation of SEO techniques. It is also observed that companies often pay less attention on
conversion rates which declines ROI (Chandra.,2021).
4