The Impact of Promotional Strategy on Retail Industry: A Case Study of Morrison's plc

By

ACKNOWLEDGEMENTS

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

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DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

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ABSTRACT

This research attempts to address this strategic issue by conceptually developing the understanding of the impact of promotional strategy on retail industry. It will help us to understand the importance of promotional strategy. Further it will highlight which promotional strategy is the best. This study uses a quantitative method and 30 respondents are asked to fill in a questionnaire. The data is then analyzed through descriptive statistics. Further, with increased insight into the effects of promotion response, retailers will be able to respond more profitably and brand managers to design more effective trade promotions. This dissertation contributes to the understanding of retail response to trade promotions and provides normative guidelines for retailers to respond most profitably. The research focuses on retail buying decisions in response to trade promotion offers and incorporates other dimensions of response such as trade promotion acceptance and compliance with requirements. The conclusion clarifies basic terminology and summarizes the most prevalent features of product promotions. The succeeding section, then, defines the relevant dimensions of a single retailer's response to product promotions

TABLE OF CONTENTS

ACKNOWLEDGEMENTSII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Introduction1

Rationale of the Research Topic2

Theoretical framework2

Company Background3

Success of Morrison3

Aims and objectives of the research5

Research questions5

Conclusion5

CHAPTER 2: LITERATURE REVIEW7

Marketing strategy7

Place10

Product11

Price12

Promotion13

Promotion and marketing strategy15

Integrated marketing communication16

One to One Marketing is the era of the Customer21

Promotions and Advertising22

Channel Structure24

Pricing and Promotional Strategy29

High-Low Pricing and Loss Leaders30

Price Rigidity and Ending Digits31

Category vs. Brand Management33

Promotional Depth and Frequency36

Conclusion38

CHAPTER 3: METHODOLOGY39

Introduction39

Steps for methodology39

Reason for selecting the research method40

Resources40

Research Philosophy41

Approach of the research41

Quantitative Data Analysis42

Sampling Method42

Data collection43

Data analysis43

Types of Questionnaires43

Reliability (If using Questionnaire)44

Ethical concern45

Validity45

Research bias46

Informed Consent46

Confidentiality47

Research Limitations47

Conclusion48

CHAPTER 4: FINDINGS49

Introduction49

Competition49

Seasonal offer50

Advertisement policy50

CHAPTER 5: DISCUSSION AND ANALYSIS53

Discussion on research questions53

Research question 153

Research question 254

Research question 355

Research questions and literature discussion57

Conclusion59

CHAPTER 6: CONCLUSION AND RECOMMENDATIONS60

Product promotions60

Response to promotional strategy61

Limitations65

Recommendations for future research67

REFERENCES69

APPENDICES72

Questionnaire72

CHAPTER 1: INTRODUCTION

Introduction

The function of influencing customer and persuading him is called promotional strategy. It is an essential element for the profit and not for profit organizations. There are certain promotional strategies that are required for the development of primary demand, general product desire category. It can be stated that these promotional strategies are usually used for the development of the demand that is ...