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Morrisons Case Study: Revamping The Image Of A Tired Brand

DateApr, 2007
Pages8
Price / format€316 / Electronic

€316 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 This report on Morrisons forms part of our case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

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Highlights of this title:

Reasons to order your copy:
Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market









Table of contents:
 OUR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Introduction 2
Planned image redesign will appeal to a broader section of consumer 2
New catchphrase and logo will turn emphasis away from bargain basement pricing, and towards freshness and quality 2
The market street concept will reinforce the freshness concept, as well as appeal to the organic and locally sourced consumers 3
Launch of healthier eating magazine, a website dedicated to healthier eating, and the re-launch of Morrisons healthier eating brand, Eat Smart, will all help to improve brands image, amongst health conscious consumers 3
First corporate responsibility report, and new emphasis on environmental impact, are signs of improvement in an area in which Morrison had until now been slow to address 3
The image revamp risks alienating core consumers 4
Morrison shopper profile exhibits a skew towards older age groups, with penetration peaking among the over 65s 4
Morrison also appeals to a lower income demographic 4
The company has unique selling points over its competitors 5
The company has always charged the same price in every one of its stores 5
Morrisons is not likely to be adversely affected by the upcoming Competition Commission report 5
The company has a large measure of control over what goes in its stores. It is the only major food retailer to own and operate fresh food manufacturing and processing facilities 5
The company has an extended range of food products and services 5
APPENDIX 7
Case study series 7
Methodology 7
Secondary sources 7
Further reading 7
Ask the analyst 8




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