Impact of Branding Strategies on UK Retail: A TESCO Case Study

This research project, titled "To investigate effective strategies of branding and its impact in providing contending benefits to retail sector organisations of UK- A study on TESCO," delves into the critical role of branding in the retail industry, particularly within the UK market. The study begins with an overview of marketing and branding, emphasizing their importance in achieving business growth and competitive advantage. It then focuses on TESCO, a leading UK retailer, examining its branding strategies and their impact on customer perception and market performance. The research aims to identify effective branding strategies used by UK retail organizations, assess their benefits, and understand their influence on competitive effectiveness. The methodology includes a literature review, outlining the branding strategies, benefits, and impact on the competitive landscape, followed by a chapter on research methodology, data analysis and conclusion. The study explores the significance of branding in enhancing organizational performance and productivity, with the objective of recommending ways for TESCO to effectively utilize its branding strategies for achieving competitive advantages. The project includes an introduction, literature review, research methodology, data analysis, conclusion, and recommendations, providing a comprehensive analysis of the topic. It examines the branding strategies adopted by retail organizations in the UK, the benefits of these strategies, and their impact on the competitive nature of retail firms, offering insights into how TESCO can optimize its branding efforts.

Research Dissertation

Table of Contents
TITLE: ............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of the Research......................................................................................................1
Background of the Research ..................................................................................................2
Significance of the study .......................................................................................................2
Research Aim .......................................................................................................................3
Research Objectives ..............................................................................................................4
Research Questions................................................................................................................4
Chapter Structure....................................................................................................................5
CHAPTER 2: LITERATURE REVIEW ........................................................................................7
The branding strategies that are usually adopted by the retail organisations of UK. ............7
Benefits to retail establishments of branding strategies.........................................................1
Branding strategies and its influence on competitive effectiveness of retail based firms......2
Ways to effectively utilise branding strategy.........................................................................3
CHAPTER 3: RESEARCH METHODOLOGY ............................................................................5
Types of Investigation............................................................................................................6
Research Design.....................................................................................................................6
Research Philosophy .............................................................................................................6
Research Approach.................................................................................................................6
Data Sampling........................................................................................................................7
Data Collection.......................................................................................................................7
Data Analysis..........................................................................................................................8
Ethical consideration..............................................................................................................9
CHAPTER 4: DATA ANALYSIS ...............................................................................................10
CHAPTER 5: CONCLUSION AND RECOMMENDADTION .................................................23
Conclusion ...........................................................................................................................23
Recommendation .................................................................................................................24
REFERENCES .............................................................................................................................26
APPENDIX ...................................................................................................................................27

TITLE:
“To investigate effective strategies of branding and its impact in providing contending
benefits to retail sector organisations of UK- A study on TESCO”.
CHAPTER 1: INTRODUCTION
Overview of the Research
Marketing is consist to be an essential element which plays vast role in growth and
development of firm at market place. In the modern business era the major motive of each small
as well as large business enterprises is to attaining higher growth and development at market
place through creating awareness among people about the offered products and services of firm.
Branding is considered as the crucial part of each business as in this competitive era major
focused area of firm is to developing an effective brand image in the mind set of customers in
order to grabbing attention of more and more buyers towards the firm or its offered products and
services. In today's scenario organisations are concern on attaining higher competitive edge
because competition is so high at market place and similar organisations are producing similar
goods as to providing higher level competition to their rivals. Marking is among them all and
portrays a significant presence in the present battling period of business. It is anyway
characterized to be a long haul system for the development of a viable brand into the market. It
consequently helps the associations to work in much serious way as a method for achieving their
attempted objectives and destinations (Goworek, 2011). The flow inquire about depends on a
comparable part of marking and its adequacy as far as helping the organizations to accomplish a
few upper hands. Retailer is considered as the most developing industry in United Kingdom as it
provides various opportunities to the people or firm to fulfil their desires at market place. The
retail industry is vital to the UK economy, in the year of 2016 it is generated that the total sales
in retail sector is around £358 billion which is high as compared to the other industry. Retail is
consist to be the largest employer industry through approximately 290, 315 mortar and bricks
retail outlets and stores in the United Kingdom. TESCO is the chosen company for this particular
research project, it is the most popular and largest retailer company which is concern on offering
variety of products and services at market place in order to satisfying the needs and preference of
people at market area. As a large business enterprises it is essential for an organisation to
produce effective image in the mind set of customers as to attaining higher growth and success at
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market place. It is also necessary for an organisation to apply various marketing strategies which
are more suitable in grabbing attention of people towards the firm. Effective marketing strategies
helps the firm in attaining higher growth and success through attracting people at market place.
Background of the Research
Marketing plays effective role in growth and development of firm at market place in this
competitive business era organisations are widely concern on effectively implementing its
marketing activities as to gaining attention of buyers, which create value in higher growth and
success at market area. The current research is based on the effective strategies of branding and
its impact in providing contending benefits to retail sector organisations of UK. Branding is
being an utmost concern of various small as well as large business enterprises as it plays vast
role in growth and development of firm as in this modern era people are very much concern
about brands as it helps in signifies the appropriate standard and image of people among public.
TESCO Plc is trading as TESCO, it is the British multinational company which deals in
groceries and general merchandise company which is headquartered is in Welwyn Garden City,
Hertfordshire, England, United Kingdom. As per the measure of profit it can be considered as the
third largest retailer company across the globe. The company was founded in the year of 1919 by
Jack Cohen, the company mainly deals in supermarket, hypermarket, superstore and convenience
shop. Market is consist to be an essential element which allows people to make transaction as to
satisfying the needs and wants of people at market place (Mitchell, Hutchinson and Bishop,
2012). Marketing is considered as an effective process through which buying and selling of
goods and services are done which create value for customers as well as organisations.
Customers satisfaction plays important role in attaining higher growth and success of firm.
TESCO is a most leading retailer multinational brand which deals in world wide and concern on
capturing a wide area of market in respect to attaining high growth and success at market place.
Branding is consist to be a crucial element which plays effective role in enhancing the effective
image of people in the mind set people. This create various benefits in the growth and
performance of firm. Higher customers attraction is effective in developing their productivity
and performance of firm at market place.
Significance of the study
The investigation into consideration is based on the effective strategies of branding and
its impact in providing contending benefits to retail sector organisations. Marketing strategies
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plays effective role in managing all business activities in well planned and appropriate manner.
The major purpose of conducting a research is to developing the knowledge and skills level of
people in the area of branding and its effectiveness in enhancing the performance and
productivity of firm at market place. The present research depends on the examination of
different marking techniques that are typically received by the retail associations of UK and their
viability as far as serving to the battling advantages of the organizations. For this reason, it has
for the most part depended upon 3 driving goals to right off the bat determine the methodologies
that are as of now embraced by the organizations. Besides, it has alluded to break down its value
as far as helping the endeavours to achieve a few upper hands by ultimately evaluating the
impact of such connected systems onto the general contending advantages of the business. In
today's scenario the essential motive of each business enterprises is to providing high quality
goods and services at market place as to increasing the brand awareness among people as to
attaining competitive position at market place. In the modern market choice and preference of
customer are changed as per the change arises in the market trend, so it is the prior responsibility
of firm or its higher authority to identify the needs and wants of people at market place. As a
large retailer firm it is essential for TESCO to implement various marketing strategies as to
attaining higher growth and success at market place. People with high brand awareness are very
much focused on buying branded products and services in respect to fulfilling basic needs and
wants of them. As a large retailer firm is it is necessary for firm to offer variety of products and
services more then their rivals in respect to providing high competition to their rivals (Matanda
and Ndubisi, 2013).
Research Aim
The essential aim of this particular research is “To investigate effective strategies of
branding and its impact in providing contending benefits to retail sector organisations of UK- A
study on TESCO”. This consist as a predetermined statement on which the whole activity of
research is based on. This is the most vital advance of any examination on the grounds that the
aggregate research work depends on the points and targets that are made by the scientist with a
specific end goal to do the exercises of research a correct way. These are foreordained
components which are should be made before start up a viable research work. The current
research is based on the importance of branding and its impact on maximising organisational
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performance and productivity at market area. This section of research is effective in carry out the
research activities into well planned manner in respect to overcoming with the research issue.
Research Objectives
This is an another primary aspect of research project which has a direct connection with
the title of the research. Research objectives can be considered as the fundamental results of task
that give assistance to the specialist to making a few proposals and suggestion based on gathered
discoveries. In this some particular focuses must be made that are connected with the
examination title. Research goals are considered as fundamental and prominent parts of
concentrate as it helps examiner in giving proposals or recommendations based on data that has
been assembled from their examination objectives It is to be noticed that targets are firmly
related with the point of examination (Brookes and Altinay, 2011). Objectives plays effective
role in defining the purpose of research in appropriate manner, some essential objectives of
research are described as under:
 To identify the branding strategies that are generally adopted by the retail organisations
of UK.
 To ascertain the usefulness of branding and its impact on firms like TESCO.
 To understand the way in which the adopted strategies of branding impact upon the
competitive nature of the retail based organisations in UK.
 To recommend ways in which TESCO can effectively utilize its branding strategies for
achieving contending benefits.
Research Questions
As the present research depends on significance of preparing and improvement in
business associations, based on look into objectiveness a few inquiries are should be produced
keeping in mind the end goal to do the entire research work critical way. It is the duty of research
to make address which depend on explore points and targets. These inquiries encourages the
explored to finish crafted by look into in a compelling way. This is considered as the essential
aspect of research work as it provides a brief direction to the researcher to carry out the research
activities in effective manner. Some essential questions of research are described as under on
which the section of literature review is based on:
 What are the branding strategies that are usually adopted by the retail organisations of
UK?
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 How the retail establishments are benefited from the undertaken strategies of branding?
 How the branding strategies influence the competitive nature of retail based firms in
terms of effectiveness?
 What are the ways through which TESCO can effectively utilize its branding strategies
for achieving contending benefits?
Chapter Structure
It is one of the critical aspect for each business association for directing the exploration
venture in powerful way which may helps in achieving positive results. It should be possible by a
fitting casing works and structure in which analyst effortlessly give their exploration venture the
point of drawing out every one of the exercises in deliberate way. Alongside this, analyst set up
the entire structure for deciding the successful approaches to perform examine activities (Nobbs,
Moore and Sheridan, 2012). In this unique circumstance, the ebb and flow ponder is consider
following the focuses which consider by the scientist at the season of leading exploration:
Chapter 1: Introduction
The examination work will begin with part of presentation that gives a concise review of
field of study. In addition, the segment decides points and targets that are to be accomplished by
look into work. It is the underlying advance through which researcher can decide.
Chapter 2: Literature Review
This segment is additionally an essential advance in entire thesis process in which
different creators speak to their perspectives and supposition towards the exploration point.
Alongside this, different sources are additionally utilized by specialist for get-together significant
data for taking right choice. What's more of this, it is one of the essential piece of whole
research. In the event that analyst execute great data and in addition solid sources inside their
specialist which may leads in accomplishing set points and goals in best way.
Chapter 3: Research Methodology
This is the third and most important part of research work which plays vast role in categorising
the activities in appropriate manner through utilising the appropriate methodologies. It is the
following section of the thesis which is put after the fruition of writing survey. It comprises of
various instruments and methods which help to gather and investigate the information all
together deliver to substantial result.
Chapter 4: Data Analysis
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It is one of the vital piece of whole research in which specialist examination the adequacy
of gathered data. With the assistance of this specialist effortlessly take right choice which
contribute in enhancing the viability of the examination undertaking and its results. Alongside
this, information examination additionally helps in achieving set points and destinations of the
venture.
Chapter 5: Conclusion and Recommendation
It is the last section of the examination work wherein conclusion is attracted
understanding with explore targets and point of the investigation. Alongside that, proposals are
additionally given for acquiring change the present working environment with the assistance of
creating extent of learning for workforce.
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CHAPTER 2: LITERATURE REVIEW
This can be considered as the most critical piece of research project which helps in
leading a top to bottom research as to coming to at ultimate result and result. This piece of
research depends on information and data which are amassed through auxiliary source as this
make esteem breaking down the supposition of different writers and essayists who are having
noteworthy learning and aptitudes about the predefined zone of study. In this segment past
research assumes tremendous part in gathering fitting information and data which are connected
with the specific territory of study. This segment of research is done through looking at the
sentiment of essayists and writers who are likewise giving any sort of thought and depiction
about the predefined territory of study. Writing audit gives a fitting picture and photo of the
condition of the information and through the fundamental destinations of the branch of
knowledge being examined. This piece of research helps in coming to at a powerful result
through get-together information and data from different source, for example, books, diaries,
online locales and so on. The present research is based on the effective strategies of branding
which are used by organisations as to enhancing their productivity and performance at market
place. This section of research plays vast role in providing a theoretical framework in order to
determining actual outcome and result for the research work. The area exhibited herewith,
manages an inside and out assessment of important data to the field of study. The area sets a way
for analyst by giving an inside and out outline of every significant perspective. It is through area
of writing survey that the analyst can produce a top to bottom review of different viewpoints
identified with the field of study. The survey of writing helps in producing profitable and solid
results.
The branding strategies that are usually adopted by the retail organisations of UK.
As per the views expressed by Tucker Schreiber, 2015, brand strategies plays effective
role in improvising the growth and development of firm at market place. In the modern
competitive market organisations are widely concern on building effective branding strategies in
respect to attaining higher competitive edge at market place. The major purpose of each business
enterprises is to enhancing the performance of firm through developing effective marketing
strategy as it create value in retaining customers for long run of business activities at market
place. It is necessary for firm or its management to adopt various marketing strategies in respect
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to handling the business or its activities in significant manner. Retailer is consist to be the most
developing industry in UK and contributes a huge amount in growth and development of firm. In
this modern era people are very much concern about brand as it helps the firm in creating
effective image in the mind set of people at market place. There are various strategies which are
adopted by retailers in order to enhancing their performance and productivity at market place.
Some essential strategies are described as under:
Uncover the Unique selling proposition: It consist to be the most essential element of any brand
strategy. The major goal of an organisation is to differentiate their products and services from
their rivals as this create value in providing high competition to their rivals. This is the effective
way to make organisational product stand out at market place and also helps in fulfilling the
basic desires of people who are very much willing to taking benefits of organisational products
and services at market place (Sokro, 2012). In this modern market people are very much concern
on unique products and services these helps in fulfilling the desires of people at market place. As
a large retailer organisation TESCO is concern on developing new and attractive products at
market place in respect to satisfying the needs and wants of people at market place.
Change the branding Rules: A challenging, however possibly unstable brand system is to
change the principles of the marking amusement. Going for broke can now and again convey
new consideration regarding your internet business store. Cards Against Humanity isn't just a
ludicrously fun amusement, yet part of the reason they've picked up so much consideration is
through their image situating. Cards Against Humanity is a gathering amusement for appalling
individuals. Not at all like the vast majority of the gathering diversions you've played previously,
Cards Against. Mankind is as vile and clumsy as you and your companions. Rarely we'll see a
brand affront its clients. Cards Against Humanity is infamous for playing around with their
clients. Truth be told, this past Black Friday they sent 30,000 clients cow crap. Indeed, 30,000
individuals are so faithful to Cards Against Humanity that they purchased crap at $6 a piece.
This wasn't their first trick, as in earlier years their Black Friday deals included things like
expanding the cost of the amusement by $5. It's critical to say Cards Against Humanity when
taking a gander at mark methodologies, since its so unfathomably not quite the same as what a
large portion of us think to do. They're conflicting with the grain by accomplishing something so
one of a kind and incredible, and it has just worked to support them.
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Benefits to retail establishments of branding strategies
An organisation like Tesco do have various types of benefits that it can avail by
effectively implementing branding strategies within the market. As per the views of Ian Linton,
It can gain competitive advantage over its rivals and at the same time it helps in establishing a
identity of products. It also helps in maintaining quality that are important for the market. There
is a immediate recognition in company's brand image among audience. Some of the benefits of
branding are discussed in detail as follows:
Purchasing: A good branding strategy would ensure effective decision making regarding
products as well as services from the side of customers. Customers can build a perception
regarding performance, quality and pricing of products through the various promotion and
branding techniques that have been followed by the company. A good brand can enable company
to build a loyal long term relationship with consumers (Sokro, 2012).
Distribution: By implementing a good and effective branding strategy, a company can also
strengthen its distribution strategy in an effective way, more retail outlets can be opened up
because, the company would be having a brand image among consumers. Branding strategy also
helps in building retail sales through added retail channels all over the region. If a company like
Tesco would be having right kind of branding strategy it will be able to sell its products with a
comparatively higher margin then its consumers.
New Products: If a company would be having a good branding strategy it will enable it to
introduce new and innovative products quite easily. The new product can be different in terms of
size, colour or version etc. Consumers do have this perception that the new products of a reputed
brand would have the same kind of features.
Value: A top notch marking technique guarantees that your image makes a powerful
commitment to productivity through expanded income, enhanced circulation and development
through new items. This, thus, makes more noteworthy incentive for investors, making it simpler
for Tesco as an organization to draw in speculation and reserve future development.
Thus, from the above discussion it is quite clear that a firm like Tesco have various added
benefits as well as advantage of having effective branding strategies. Some of the essential
aspects of business can be easily performed by company through by having a enhanced
recognition of brands at the market place. Some features of branding is that it also creates brand
image and recognition within market and thus, it results in better customer loyalty.