brand plan for a food retail
Order Description
The objective of the module assignment is to develop a brand plan for a food retail brand. The plan includes actions the brand could take to improve its brand performance. To develop a brand plan for a food retailer, it is necessary to gain understanding of what’s going on in (food) retailing in general and to gain understanding of the potential customers that are ultimately the ones who have to visit the stores and/or websites
specifically in the netherlands / leeuwarden
talking about alber heijn as a brand and comparing it to lidl as competitor
for this research i chose alberrt heijn to be my Brand and as a competitive brand i chose Lidl
> more specific details look at the attachment
content should be more or less like this
Content
1 INTRODUCTION 5
1. Context 5
1.2 Motive 6
1.3 Objective 7
1.4 Problem statement 7
1.5 Conceptual model 7
1.6 Research objectives 8
2 METHODOLOGY 9
2.1 Research design 9
2.2 Instruments 9
2.3 Analysis 10
3 DEVELOPMENTS IN RETAIL 12
3.1 Convenience 12
3.2 Experience 12
3.3 Sustainability 13
3.4 Digitizing the world 14
3.5 How does The Body Shop reacts to these developments? 14
4 RETAIL INSPIRATIONS 16
4.1 Inspirations 17
Conclusion 21
5 CUSTOMER JOURNEY 22
5.1 Theoretical information about customer journey 22
5.2 Customer journey of The Body Shop 24
6 CURRENT BRAND PERFOMANCE AND IMPROVEMENTS 27
6.1 In-store communication 28
6.1.1 Store design 28
6.1.3 Visual merchandising 30
6.1.5 Employees 33
6.2 Out-of-store communication of The Body Shop 35
6.2.1 The webshop + newsletter 35
6.2.2 Facebook 37
6.2.3 Twitter 37
6.2.4 Application for mobile phones 38
6.2.5 Advertisement 39
6.2.6 Physical store The Body Shop, Exterior 39
6.3 Personality 40
6.4 Positioning 42
7 CONCLUSIONS 44
8 RECOMMENDATIONS 46
9 REFERENCE LIST 47
APPENDIX 49
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