Morrisons case study: revamping the image of a tired brand : Market Research Report

Morrisons case study: revamping the image of a tired brand

Published by: Datamonitor

Published: Apr. 2, 2007 - 8 Pages

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Introduction Planned image redesign will appeal to a broader section of consumer New catchphrase and logo will turn emphasis away from bargain basement pricing, and towards freshness and quality The market street concept will reinforce the freshness concept, as well as appeal to the organic and locally sourced consumers 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 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 The image revamp risks alienating core consumers Morrison shopper profile exhibits a skew towards older age groups, with penetration peaking among the over 65's Morrison also appeals to a lower income demographic The company has unique selling points over its competitors The company has always charged the same price in every one of its stores Morrisons is not likely to be adversely affected by the upcoming Competition Commission report 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 The company has an extended range of food products and services

APPENDIX

Case study series Methodology Secondary sources Further reading Ask the analyst

Abstract

Introduction

This report on Morrisons forms part of Datamonitor's 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.

Scope
Highlights
Reasons to Purchase

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

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Morrisons case study: revamping the image of a tired brand

Table of Contents

Abstract