Analyzing Brand Promotion's Impact on Retail Sector Growth: A Study

This research proposal examines the effectiveness of brand promotion as a successful marketing strategy for the growth of the retail sector, specifically focusing on Sainsbury. The study investigates the role of brand promotion in attracting customers, implementing successful marketing campaigns, and increasing business performance. The research outlines the importance of brand promotion in building brand value, consumer loyalty, and ultimately, driving profits. The methodology includes an interpretivism research philosophy with a qualitative research strategy, employing a descriptive research design and a deductive research approach. Data will be collected through primary sources using thematic data analysis and a survey questionnaire, with a sample size of 50 employees. The proposal also includes a detailed timescale and Gantt chart to outline the project's activities and timeline, ensuring a systematic approach to achieving the research objectives. The study aims to understand the effectiveness of brand promotions, the importance of marketing strategies for Sainsbury, and how brand promotions can be interrelated with marketing strategies to make growth for retail industry and recommend ways to enhance profit and revenue.

RESEARCH

Table of Contents
RESEARCH PROPOSAL...............................................................................................................1
Title: Effectiveness of brand promotion as a successful marketing strategy for the growth of
retain sector..................................................................................................................................1
Background of research...............................................................................................................1
Introduction..................................................................................................................................1
Research methodology and design..............................................................................................2
DATA ANALYSIS.........................................................................................................................6
ETHICAL CONSIDERATION.......................................................................................................7
LITERATURE REVIEW................................................................................................................7
Effectiveness of brand promotions for retail industry.................................................................7
Importance of marketing strategies for Sainsbury.......................................................................9
Interrelate brand promotions and successful marketing strategies to make growth for retail
industry......................................................................................................................................10
Recommend ways through brand promotions activities enhances to increase profit and revenue
of Sainsbury...............................................................................................................................11
REFERENCES..............................................................................................................................13

RESEARCH PROPOSAL
Title: Effectiveness of brand promotion as a successful marketing strategy for the growth of
retain sector
Background of research
In retail sector businesses, brand promotion play very important role to attract several
numbers of customers. With this regard, marketing campaign increasing that assists to implement
successful operations and functions. Different types of information collected with brand
promotion which increases business performances in positive context. Apart from memorable
logo, good and effective branding increases value of retail businesses (Ramanathan,
Subramanian and Parrott, 2017). As a result, it provides direction and motivation to make easier
work. This is because, brand represent people perception towards their customer service,
reputation, advertisement and logo. Furthermore, the present research also assists to gather more
relevant information with consideration of the present aim and objectives.
In addition to this, brand promotion also gather relevancy of the different activities which
would be helpful to make effective results in the whole program. With the help of the meaning-
full and effective brand which gives long term results (Liu, Perry and Warnaby, 2016)
Furthermore, it will assist to increase awareness, create interest and generate sales. Brand loyalty
also successfully develops to focus on the desired results in systematic manner.
Introduction
With the help of retail branding, company adopts consumer interest in their brand which
helps to start and defines embraces in its model. Initially, brand promotion helps to increase sales
as per competition existence in the market. Distinctive brand images persuade consumers to
choose it over others. It has been proven that retail brand drive profits to perform success and
maintaining ideal outcomes. Retail branding requires strategy and tactics in a company that adopt
consumer interest in its brand (Vrouvas, 2018). As per marketing website design, Sainsbury
develops consistent message which has aimed to fulfil customer loyalty. Differentiation is also
led with successful brand equity that assists to supply goods in appropriate consideration.
Marketing effectiveness is the measurement of meeting to accomplish goal and
maximising to achieve positive results. Marketing is also related to gather return on investment.
Business also builds partnership with the enterprise to brand promotion (De Mooij, 2018). It
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assists to encourage customers to increase their effectiveness in positive consideration. It relies
on power of social network which increases relationship in positive manner. There are different
types of promotional mix which determines advertisement, public relations, sales promotion,
direct marketing and personal selling. It assists to understand products and services to plan and
gain desired results (Scott and Walker, 2018). Brand promotion also related with marketing on
the basis of demand of customers.
Aim: To analyse the effectiveness of brand promotion as a successful marketing strategy for the
growth of retail sector organisations- A study on Sainsbury.
Research Objectives:
 To understand effectiveness of brand promotions for retail industry.
 To determines importance of marketing strategies for Sainsbury.
 To interrelate brand promotions and successful marketing strategies to make growth for
retail industry. To recommend ways through brand promotions activities enhances to increase profit and
revenue of Sainsbury.
Research questions
 What do you understand effectiveness of brand promotions for retail industry?
 What are the importance of marketing strategies for Sainsbury?
 How to interrelate brand promotions and successful marketing strategies to make growth
for retail industry?
Research methodology and design
Research methodology consider specific procedure and techniques that used to identify,
select, process and analyse information towards specific topic. Furthermore, methodology
section allows to critically evaluate overall study to assess validity and reliability.
Research philosophy
In the present research, interpretivism research philosophy has been used which contain
small size of sample and in-depth analysis. Therefore, this research philosophy has been selected
to conduct appropriate functioning. This research philosophy determines as belief for a part in
which data successfully gathered, analysed and used. This term opposed believed that
information which encompasses different philosophies of research approach (King and Mackey,
2016). It is very vast topic which discuss research with great level of depth. More discussion
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provided which assists to supervise study in appropriate manner (Research Philosophy, 2018).
However, positivism philosophy not used because it is highly structured with large sample.
Description of methods
 Research strategy: Research strategy is step by step plan of action which gives direction
to thoughts and efforts. It enables to schedule appropriate research to produce more
quality results and detailed reporting. Present study based on qualitative strategy because
it primarily focuses to gain understanding and underlying reasons, opinion and
motivations. Beside this, there is one another research strategy which includes
quantitative information to solve problems on the basis of numerical data with statistics.
It is not useful for the present research because not suitable for present study and aim.
Furthermore, qualitative data and information also helps to create structured and semi-
structured techniques in research to find appropriate information (King and Mackey,
2016). Qualitative research primarily focused to gain understanding of underlying
reasons, opinion, motivations, etc. Therefore, it helps to consider latest trends in thought
and opinion which dive for deeper information.
 Research approach: Research approach considers plan and procedure with step by step
assumptions with detailed methods of data collection, analysis and interpretation. It is
essential to divide in two categories such as approach to data collection and data analysis.
Present study based on deductive approach which usually began with hypothesis for
increasing scope of the present study. However, another inductive approach not used
because it is emphasis on rules and qualitative studies. In this consideration, researcher
creates plan and procedure in certain steps with broad assumptions with detailed
methods. Hence, in present research deductive approach has been undertaken to analysis
and collects appropriate information. Furthermore, it is also suitable method where
qualitative information has been collected (Clarke and Fujimura, 2014). As a result, it can
be stated that hypotheses selected to conduct effective research.
 Research design: Research design consist set of methods and procedure which used to
collect and analysis measures of variables. It can be specified in the research problem
easily. There are different kinds of research designs such as descriptive, correlation,
semi-experimental, review, etc. Present research study based on descriptive research
design which is useful to conduct survey as per questionnaire. It helps to increase
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productivity and effectiveness for brand promotion. As a result, in-depth information
towards present study determines in succeeding manner. Descriptive research design
contains appropriate and effective information which would be beneficial to understand
more and reliable information that suitable to conduct accurate research in effective
manner (King and Mackey, 2016).
 Data collection: Method of data collection also influence with strategy and type of
variable. Primary data collected from qualitative methods which are not included in
mathematical consideration. It is closely related with non-quantifiable so that qualitative
studies has aim to develop greater level of in-depth information. For this purpose,
researcher used thematic data analysis with different types of questions. Data collection
consist stated research objectives that need to be consider to find valid outcomes. In this
regard, researcher evaluates valid outcomes to analysis research data in appropriate
manner. It also beneficial to gather more effectiveness to focus on the desired results
accuracy. Furthermore, it is also suitable technique to conduct appropriate research
findings. With the help of primary data collection, researcher able to find appropriate and
fresh information that are collected from desired data. Descriptive research design defines
to make appropriate sound and based on survey which conducts appropriate analysis with
descriptive method (Goldberg, Tucker and Davidson, 2017).
 Sampling: In the research, sample contain group of people. Items that are undertaken
from larger population. It must be representative from whole population which ensure
findings and generalisation from appropriate sample. There are two ways to collect
appropriate data and information such as probabilistic and non-probabilistic. In the
present research, probabilistic method used in which simple random sampling selected to
gather relevant information from respondents. In the research, 50 employees selected as
sample size to collect find information and data. It increase loyalty to work in systematic
manner (Meredith, Dicks and Wagstaff, 2018). Moreover, it also beneficial to find
relevancy of the whole research in systematic manner.
Validity and reliability
In respect to determine validity and reliability, measurement can be done with degree of
expected outcomes. Therefore, reliability measurement produces consistency in outcomes to
make effective functions. It assists to test and measure accuracy of whole research to implement
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evidence. Consequently, it helps to make sure study find accuracy and valid judgement.
Furthermore, validity and reliability shows that researcher collect data and information from
authentic sources which is beneficial to implement further research program in effective manner
(Boyd, 2018). With the help of appropriate judgement, researcher can addressed questions that
are being addressed across dataset and provide answer which gives desired results.
Furthermore, validity and reliability also consist multiple patterns with a single study to
measure appropriate outcomes in systematic manner. These two concepts are more important
which defining and measuring distortion with internal consistency of the items. Validity implies
extent to measure intended outcomes. In the research, it is essential to collect valid information
to determines appropriate findings. As a result, it contains appropriate functioning in the research
study to find reliable information and data (Kao, Yu and Wu, 2016). As per present research,
investigator gather data with authentic source to develop significant advantages.
Timescale and Gantt chart
In the present research, there are different activities in timescale determines that helps to
determines appropriate aim and objective at workplace of research. In this regard, on the basis of
accurate time, each activity must be develop in systematic manner to accomplish appropriate
findings.
Activities
of
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plan
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Selection
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Literatur
e Review
Research
methodol
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Prepari
ng
question
naire
Data
collectio
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Data
interpret
ation and
analysis
Conclusi
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Recomm
endation
Modifica
tion as
per
feedback
Final
submissi
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DATA ANALYSIS
Data analysis is a methodology which includes discussion for a method that used in it. In
this method primary data analysis and collected with employing appropriate method. In the
present study, qualitative strategy can be used by researcher to focus on survey which conducted
on the basis of common pattern. Hence, aim and objectives accomplished with thematic analysis.
It is one of the most common forms of analysis in research which assists to emphasis and
examining appropriate recording of data sets that are important for description. It is also
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associated to present research questions that ascertained to analysis brand promotion on growth
and development of Sainsbury. Furthermore, its effectiveness also generated in positive
consideration to regulate systematic work in desired manner (Vagle, 2016).
In respect to determines appropriate data analysis, aim and objectives will be completed
in systematic manner. Therefore, it can be interpreted that appropriate findings will be
implemented at workplace of research. On the basis of thematic analysis, researcher consider
different themes that are based on primary data collection.
ETHICAL CONSIDERATION
In order to conduct present research, researcher has full concentration on all information
that are collected in ethical manner. With this consideration, researcher has responsibility to
fulfil all information that are collected to conduct appropriate research. In addition to this, they
need to secure personal information of respondents in effective manner. It assists to maintain
loyalty of customer easily. Furthermore, researcher fills all ethical forms in which it has been
mentioned that all collected information and data considered in proper way (Riedl, Davis and
Hevner, 2014).
Along with this, good evil rules are considered in positive way so that appropriate
regulations must be developing in succeeding manner. It determines norms and standards for
research conduct and finds right and wrong way. Hence, it helps to find acceptable and
unacceptable behaviour. Inform consent, do not harm, to assess relevant, etc. All these
considerations must be included which provide ethical outcomes in systematic manner.
Furthermore, it can be stated that harm can prevent with appropriate principles (Wildemuth,
2016).
LITERATURE REVIEW
Effectiveness of brand promotions for retail industry
As per the views of Breugelmans and Campo, (2016), any type of marketing
communication used to communicate or persuade target customers of the relative merits of
product, services issues or brand. the main motive is to increase awareness , create interest and
increase the sales and achieving the brand loyalty of the customers. Every company need to do
brand promotion to grow and retain a customer base whether, it's a small firm or large business
or already established brand. Brand promotion helps in aligning the company with their target
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audience and keeps them engage with the company. On the other hand, Diallo, Burt and Sparks,
(2015) stated that company need effective brand promotion strategies to create familiarity of
customer with the product, to generate referral, to create connections. Ensuring the brand
consistency is the best strategy for creating product awareness among the customers. Keeping the
messages, colour and fonts uniforms helps prospects to associate your company with the right
values. Company must show a caring nature towards customers, leveraging broad interest news
events like the solar eclipse that crossed the U.S. They used this event as a mean of
demonstrating a unique use scenario to address communication solution.
On the basis of Keller, Dekimpe and Geyskens, (2016), interpreted that there are different
kinds brand promotion activities assists to develop effective results. There are different types of
functions played in the enterprise that increase positive functioning. Brand promotion is also
determines with association of shaping products to attain customers. With deliberate and well
planned process which increase value with needs of customer which develop products and
services that offers more effective results. Beside this, Andrews and Shimp, (2017) successful
branding program will make memorable to recall services in valuable services. Many businesses
have lack of experience and resources so that develop brand and many marketing concepts which
impact on the brand equity. Hence, meaningful and effective brand development programs
designed to deliver long term results. It creates powerful identity and message for company.
Blogging is the main consideration which associated with effective branding which drive to
update frequent and provide high quality.
As per the views of Fan, Lau and Zhao, (2015), mailing lists is a kind of customer that
encounters and developed regular updates to offer and provide effective results. It is one of the
important perspective which help to lead with sales and create better outcomes into the sales. On
the of the best perspective in term of brand promotion is online dealing to make cost effective
way to reach towards new customers. Online sites of the company also help to increase visibility
of the company that helps to develop significant advantages at workplace. On the other hand,
Mitchell, Hutchinson and Gilmore, (2015) interpreted that loyal customers also leave positive
reviews that boost reputation of the company to increase opportunities in successful way.
Potential audience also encourages towards the business so that companies can do better
performances. Social media also assists to develop more profitability to make cost effective
marketing strategies. In this regard, growing results also comes from social media such as
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Facebook, Twitter, Instagram, etc. They helps to test headlines, images, concepts, advertisement,
etc.
Importance of marketing strategies for Sainsbury
According to the views of Breugelmans and Campo, (2016), marketing strategies are
often first written and brainstormed as part of an organization’s marketing plan if your business
is small and you don’t have marketing plan in your business then you must consider developing
one. most of the marketing plan include the expected and current strategies you should apply for
your product the pricing point of that products, how you will distribute your products and your
marketing and advertising tools. Marketing plans are also important for developing a marketing
and promotional strategies as it also helps you to identify your target market and to establish
goals for the organization. It is very important for the success of the organization to implement a
marketing plan that aim for positive change in the bottom line and help in enhancing the growth
of the business. However, Fan, Lau and Zhao, (2015) stated that marketing and promotional
strategies also help in understanding and connecting with the clients and customers. If your
marketing plan is not properly structured you might not able to achieve success at targeting
products to the “”right” demographics. Having a well developing marketing plan can help you to
identify gaps in the marketplace and also provide a feasible solutions to your clients. If you have
ice cream business in a neighbourhood where there is no other substitute exists of your product,
it might be easier to grab the attention of clients than in a town where there are other ice cream
options. In this case, understanding the client want like they want waffles and sprinkles cones
might help you to increase the sell of icecream .
As per the views of Breugelmans and Campo, (2016), strategic planning is a concept that
involve marketing , promotion, financial goals, sales and it is necessarily about developing the
business goals. Business may deal with both expected situation and unexpected situation by
having a strategic plan. sales and promotion strategies are essential because they allow you to
increasing marketing and to increase the bottom line without sacrificing effectiveness and
efficiency or services. On the other hand, Fan, Lau and Zhao, (2015) relationship marketing is a
marketing strategic which focuses on building relations with the client. In this strategy the
business make effort to enhance the relationship with the existing customer and build customer
loyalty which ultimately helps in increasing sales growth of the business. It depends on what
impression business leave on customer. It is traditionally the most important type of marketing
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