Role of Advertising and Promotion on Sales Volume, Brand and Equity Creation

This presentation focuses on the role of advertising and promotion in influencing sales volume, brand image, and equity creation of an organization. It includes a thematic analysis of the retail market in the UK, the advantages of advertising and promotion, tools and techniques employed by Sainsbury, and the link between advertisement and brand image. The presentation concludes with recommendations for Sainsbury to enhance its brand equity.

To identify the Role of Advertising and Promotion
on sales volume, brand and equity creation of an
organization”- A study on Sainsbury UK.

INTRODUCTION
 For the purpose of conducting the existing research, the
scholar has identified and evaluated wide range of topics.
 However, among different topics avalaiable, the scholar has
selected topic which is “To identify the Role of Advertising
and Promotion on sales volume, brand and equity creation
of an organization”

THE KEY SPECIFICATION OF PROJECT FOR THE PRESENT STUDY ARE MENTIONED BELOW AS:
 Title of study- To identify the Role of Advertising and
Promotion on sales volume, brand and equity creation
of an organization
 Introduction- The present research report will be
focusing upon finding out what potential impact does
the activities such as adversitment and promotion has
on overall brand image or sales of an organization..

CONTD….
 Research aim and objectives- The aim or purpose
behind conducting the present study is to identify the
Role of Advertising and Promotion on sales volume,
brand and equity creation of an organization.
 Literature review – This section of research will be
highlight the work carried out by other scholars and
researcher.

CONTD….
 Research methodology – This is another important and crucial
chapter of research which reflects the different types of
techniques and tools which are being employed by scholar.
 Findings and analysis - In this section, the research makes use
of various techniques of data analysis in order to carry out
analysis of information which has been collected with the help
of different primary and secondary sources.

CONTD…
 Conclusion and recommendation - This is
considered as the last chapter of researcher
in which the findings of research conducted
is inferred.

THEMATIC
ANALYSIS

THEME 1 THE RETAIL MARKET OF UK HAS BECOME
VERY COMPETITIVE
124
1
2
1
The retail market of UK has become very
competitive
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

THEME 2: ADVERTISEMENT AND PROMOTION HAS
BECOME ESSENTIAL FOR SAINSBURY
17
1 2
Do you think that advertisement and
promotion has become essential for
Sainsbury
Yes
Can’t say
No

THEME 3: THERE ARE MANY ADVANTAGES OF
ADVERTISEMENT AND PROMOTION
Enhances brand
image
Creates
awareness
among customer
Getting
competitive
advantage
Other than this
0
1
2
3
4
5
6
7
8
9
8
6
5
1
What are the main advantages of
advertisement and promotion
Number of respondents

THEME 4: VARIOUS TOOLS AND TECHNIQUES HAS BEEN EMPLOYED
BY SAINSBURY FOR ADVERTISEMENT AND PROMOTION
5
4
5
6
What tools and techniques of
advertisement and promotion have
been employed by Sainsbury
Internet marketing
Advertising on television and
newspaper
Special discounts and offers
Promotional events

THEME 5: MAINTAINING BRAND IMAGE IS A COMPLICATED TASK
IN THIS COMPETITIVE BUSINESS ENVIRONMENT
11
5
2
2
Maintaining brand image is a complicated
task in this competitive business
environment
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

THEME 6: SAINSBURY MAINTAINS ITS BRAND IMAGE IN THE
MARKETPLACE WITH VARIOUS STRATEGIES
2
2
4
6
6
How Sainsbury maintains its brand image
in the marketplace
Delivering high quality of
products
Carrying out customer survey
Aggressive advertisement and
promotion
Taking feedback from
customers
Delivering after satisfactory
sale services

THEME 7: THERE IS A DIRECT LINK BETWEEN
ADVERTISEMENT AND BRAND IMAGE OF A COMPANY
Yes Can’t say No
0
2
4
6
8
10
12
14
16
18
20 18
1 1
Do you think that there is a direct link
between advertisement and brand image
of a company
Number of respondents

THEME 8: AGGRESSIVE ADVERSITMENT AND PROMOTION ENHANCES
THE SALES AND BRAND IMAGE OF AN ORGANIZATION
3
11
3
2
1
Aggressive adversitment and promotion
enhances the sales and brand image of an
organization
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

THEME 9 :STRONG ADVERSITMENT IS THE KEY REASONS
BEHIND SAINSBURY HIGH BRAND EQUITY IN MARKET
Strong
adversitment
High degree of
customer
satisfaction
Strong product
development
process
Innovations
0
2
4
6
8
10
12
14
16
14
What are the reasons behind Sainsbury high
brand equity in market
Number of respondents

3.2 MAKING RECOMMENDATION
 It can be recommended that the selected
business enterprise can more focus on areas
such as conducting customer surveys.
 It can be also recommended that Sainsbury can
develop its brand equity with the help of the
carrying out effective positioning of its services
and products.

FUTURE AREAS OF RESEARCH
 The present research was based on identification of the role of
advertising and promotion on sales volume, brand and equity
creation of an organization is the main reason behind
conducting the present investigation.
 In future research can be conducted on areas such as impact
of training and development on employee performance,
strategies to gain higher degree of customer satisfaction,
impact of marketing on brand image of customer etc.