Analyzing Advertising and Promotion for Sainsbury's UK Sales

This report investigates the role of advertising and promotion on sales volume, brand image, and brand equity of Sainsbury's in the UK market. The research includes a literature review, research methodology, and thematic analysis of survey data. The thematic analysis explores various aspects such as the competitive retail market, the importance of advertising and promotion, advantages of these activities, tools and techniques used by Sainsbury's, brand image maintenance, and the direct link between advertising and brand image. The findings indicate that advertising and promotion play a crucial role in enhancing brand image, creating customer awareness, and achieving a competitive advantage. Recommendations include focusing on customer surveys and effective brand positioning. Future research areas are also suggested, such as the impact of training and development on employee performance and marketing strategies to improve customer satisfaction and brand image.

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