I. Research Overview
Amiably, there can be arguments to certain brand management and its development catering to such Hong Kong supermarket industry in such practice that there can be presence of such branding system of retailing in HK and that there can be important brand strategies for the supermarket industry within the nature of such brands from within HK and such globalization of supermarkets. For this study, there is the consideration as well as assessment of HK supermarket, specifically Park n’ Shop Supermarket as ideal as case example which can be subject for discussion and analysis. Furthermore, HK supermarkets are delivering such diverse offering to HK marketplace from better goods and services in specific price and quality within such brand recognition and its significance to the industry. The HK supermarket is truly one of pioneering industry in terms of branding strategy utilization as geared towards several ideal advances in supermarket business in HK and such brand management in which marketing and such operational milieu through innovation are stimulated along with variations of the supermarket chains in Hong Kong.
II. Research Objective
The objective for this research is to acquire knowledge and awareness regarding how supermarkets in Hong Kong utilize, address, deal and apply good brand strategy or approaches when it comes to marketing ways in relation to retailing power from within the supermarket industry that such branding management and such imperative facets will be discussed and explained along with research evidence and support to information knowledge as acquired. To determine and identify certain branding factors in lieu to such supermarket products and services found within HK market. Another objective is to integrate empirical structure of research data using appropriate research materials and methods respectively.
III. Research Goals
This study will try to achieve the following research goals:
- To be able to acquire useful research evidences and information and the finding out of applicable knowledge of branding as applied in HK supermarkets
- To be able to utilize properly case study analysis into awareness of HK supermarkets and its branding application to business markets
- To evaluate and realize information data collected from literatures and possible surveys in searching for good brand management relationships that are vital for understanding research focus
IV. Research Questions
V. Overview of Methodology
Descriptive Method – as it can integrate well first hand information from researches that is linked in explaining and discussing key points for in-depth understanding of the research study.
Case Study Analysis – as it is an imperative tool in providing direct information from various HK supermarkets for better assessment of brand management and such branding strategy as realized.
Questionnaire/Survey Method – it is critical to find out appropriate views and perceptions of certain selected samples in giving validity to the research process and its respected design and from utilizing this method, the researcher then, will need such detailed information for evaluating literature facts about branding and its overall process cycle for HK supermarket industry.
VI. Research Plan
The first month will be dedicated on the knowing more about the problem of the research. This will be followed an in-depth literature search on the internet and local libraries. Literature search will continue for as long as four months. There will be months dedicated for data collection through description, case analysis as well as surveys in form of questionnaire and or interview process. Data analysis will soon follow. The data will be analyzed both qualitatively and or quantitatively.
VII. Overview of the Dissertation
The dissertation will be composed of five chapters.
The first chapter will introduce imperative details of the study as well as its aims and objectives and the methodology to be used.
Then, the second chapter will deal with providing the details of precise review of literature pointing and reflecting towards branding and other relevant data and information for the completion of the study.
The third chapter will present the data collected from possible case studies and surveys amicably. Each data will be followed by discussions guided by references from related literature.
Thus, the fourth chapter will present and discuss the data collected from the valid and sources in recognizing brand strategy of HK supermarkets and will include presentation of qualitative and quantitative data and have good discussion points.
Lastly, Chapter 5 will present the summary, the conclusion and recommendation for the study in focus.
VIII. Expected Results
The research study anticipates discovering such realization and actualization of critical analysis to research findings of branding/brand strategy as well as management of HK supermarkets that involve certain information on marketing, operational environment and such consumer preferences of how HK supermarket imposes its branding mechanism and strategy in better motion. Thus, to apply good case study example fitting directly to the goals of research in support to HK supermarket data and others underlying principles relevant to the understanding of branding in such brand management process, determining appropriate actions of the matter as deemed important. The research will integrate ways of realizing crucial points to be reflected in the discussion of research findings and meet better standards for suggesting useful recommendation as to how brand strategy can provide success in such marketing stance of the supermarket industry in HK and as a whole.
IX. Literature Overview
1.1 Brand marketing in transition
Oscar Wilde wrote that cynic is someone who knows the price of everything but the value of nothing. He may well have been talking about the attitude many chief executives have towards their brands and, indeed, the ways in which the organisation itself is managed as brand. It is only relatively recently that senior managers have started talking about brands as assets and brand equity as component of their organisation's market place value (Cited from, Davidson, 1998; Ward and Perrier, 1998). In simple terms, brand is entity that offers customers added value based on factors over and above its functional performance. These added values, or brand values, differentiate the offer and provide the basis for customer preference and loyalty. Traditionally, marketers use the marketing mix to position the brand and to create brand values around coherent set of policies for each of the mix (Cited from, Lancaster and Reynolds, 1995; Kotler, 1997). Over time, the marketing community's knowledge of the effect of these various stimuli on customer perceptions increased and brand managers became brand engineers, manipulating well-tried stimuli to achieve predictable levels of customer value and generate superior profits. There is recognition of branding strategy as source of competitive advantage in domestic markets (Cited from, Chaudhuri and Holbrook, 2001; de Chernatony, 2001; Moore et al., 2000). In addition to view of branding, brand can be used as corporate strategic tool to enhance firm's performance (Cited from, Mosmans, 1996; Mosmans and van der Vorst, 1998). The brand as an important resource of firm can serve as a strategic reference point. It can shape business development by realising an alignment between the capabilities of the firm and the external environment. The emphasis of brand strategy is shifted to brand-based strategy (Cited from, Mosmans and van der Vorst, 1998).
1.2 Brand Management
The brand strategy, the key to business strategy (Cited from, Berry, 1993), can possibly promote the financial value of the brand rather than making it better product that the customer wanted. Creating brand image involves getting customers to know that the brand exists. The branding process itself may be the starting point for product differentiation (Cited from, Allen, 1992). The consumer will perceive one brand as more desirable than its competitor′s and purchase it based on those perceptions. Carey (Cited from, 1991) suggests that if the brand has a recognizable identity, then it should be aimed at opportunity markets to yield maximum success. Supermarket companies must manage the image and identity of brand and tie it to the total business strategy the organization must decide how branding fits into its general strategy (Cited from, Carlino, 1991) the point is, brand strategy should be relevant to goals of the organization. Although there are directions for matching brand with certain strategy (Cited from, Wentz and Suchard, 1993), market operations must create unique strategy that works for the HK supermarket industry.
1.3 What is Branding?
Organizations develop brands as way to attract and keep customers by promoting value, image as well as lifestyle. By using particular brand, the consumer can cement positive image (Cited from, Ginden, 1993). Brands also reduce the risk consumers face when buying something that they know little about (Cited from, Montgomery and Wernerfelt, 1992). Branding is technique to build sustainable, differential advantage by playing on the nature of human beings. Only humans can attach meaning and feeling to inanimate objects and random collection of symbols, which suggests the appeal of branding is not entirely rational (Cited from, O′Malley, 1991). Once consumers become accustomed to a certain brand, they do not readily accept substitutes (Cited from, Ginden, 1993). Organizations seek ways to take full advantage of human trait – popularity of branding.
1.4 Market Review
From the point of view of marketing strategy, Varadarajan and Jayachandran (Cited from, 1999) criticized the extant literature for lack of international orientation, as most studies were in the context of such business. The fact casts doubt on the generalisation of strategy-performance relationships to the larger international context. Thus, Varadarajan and Jayachandran (Cited from, 1999) argued that the cultural aspect in the strategy formulation process in international contexts is not well researched, even though this issue is critical within increasing globalised markets. There is the need to fill research gap on the understanding of the strategic role brand plays in benefiting the firm financially at both the domestic and international levels (Cited from, Malhotra et al., 1999). In other words, the relationship between brand performance and financial performance needs to be further studied in order to measure and understand the brand's strategic importance.
1.5 Operating Environment
There is ideal operating environment for strong supermarket brands as they are not only managed but also being led. They cultivate sense of purpose within the organization, especially among those charged with directing the brand and among those who present the public face of the brand. In typical supermarket service, if the sales assistants and counter-clerks are unaware of the branding message, the customers are unlikely to guess the message essence and such identity and then, supermarkets do build actual operating relationships with consumers and one communication objective is building trust with advent of new technologies to support the creative effort, can be achievable.
X. Hypothesis
Relationship between brand strategy and marketing
H1. Brand strategy is positive determinant of brand performance.
H2. Brand strategy is positive determinant of supermarket value.
Relationship between brand management and success
H3. Brand management is positive determinant of industry performance.
H4. The congruency of marketing ways is positive determinant of brand success.
XI. Research Methodology/Research Design
The research study used descriptive in survey questionnaire form of research technique that has to be first hand and are to be based on actual responses of the respondents along with certain observations by the researcher (Cited from, Creswell, 1994 p. 722), qualitative and quantitative data were taken to ensure that the analysis will be well covered. There is also method that were reflected through case study examples through gathered knowledge and information relating to Park n’ Shop supermarket through curtain review of related studies from various academic journals and that through such case study findings within its critical evaluation analysis will provide valid information. Amicably, for this research survey questionnaires are to be used as technique in supporting information as collated from Hong Kong supermarkets and the questionnaire will focus on such consumer group these are supermarket shoppers from Park n’ Shop.
The questionnaire (see, Appendix one for the survey questionnaire) is designed and created in order to empirically find out certain relevant information and evidences regarding competition in Hong Kong supermarkets as questionnaires are to be administered to group of respondents to complete and realize the purpose of questionnaire as there will have to investigate how advertising and marketing on the internet basis will have impact to web operation practices being set forth as to whatsoever results the case study and questionnaire will be giving respectively. There can be discussions to Hong Kong supermarkets to understand more on the Hong Kong supermarkets and how they compete with one another to attract potential buyers and loyal supermarket shoppers.
XII. Research Finding
An Overview: Case Discussion
Park n’ Shop
Site: <www.parknshop.com>
Source of above: http://en.wikipedia.org/wiki/Image:DSCN0074.JPG
Park n’ Shop is the leading supermarket chain in Hong Kong, with an unrivalled reputation for giving customers outstanding value for money, the highest quality in fresh food, an unmatched range, and world-class service and have grown into a network of more than 200 stores in Hong Kong and Macau, with dedicated staff who pride themselves on their commitment to innovation and superior quality of service. The well-known 'Fresh Check' and 'Price Watch' programs have set the benchmark for Hong Kong retailing, guaranteeing customers the highest possible levels of food safety, at the best value in town. Through, 'We Make Your Day' corporate philosophy, which is at the heart of marketing and internal communications, we also promise to deliver outstanding choice and exceptional service. The supermarket has transformed the way Hong Kong shoppers think about supermarket shopping, giving them the widest selection of international grocery items in the city, plus an unparalleled range of fresh and cooked food, ranging from live fish, market-style fruit and vegetables, to Chinese sui mei, freshly prepared sushi, and an in-store bakery. Today, the Group operates over 7,100 retail stores and supplies broad range of beverages, from bottled water and juice to fine wine and employs more than 90,000 staff worldwide.
Source of information:
<http://www1.parknshop.com/WebShop/CompanyOverview.do>
XIII. Data Analysis
The majority of data will be collected from relevant documents such as research reports, studies and evaluation as the survey is being made to empirically find out certain relevant information and research evidences regarding brand strategy among supermarkets in Hong Kong. The survey questionnaire is open semi-structured type as it can be easy for the researcher to send the questionnaires and the participants will respond the questionnaires whenever they have time. Thus, quantitative and qualitative data will be interpreted as well as analyzed as quantitative are sourced to the primary data gathered that has undergone into frequencies and percentages value in determining acceptable responses as tabulated by assumptions through such percentage ratios and equivalents. For the study, an effective survey questionnaire needs to represent unit of sample population identifying Hong Kong supermarkets shoppers from Park n’ Shop supermarket. The questionnaires are to be given to 30 shoppers, given on the spot upon entering the supermarkets.
The design of the questionnaire structure is divided into three major parts:
Part A: Profile/Basic Information
Part A of the survey is to amicably determine the demographic characteristics of the respondents
Part B: Yes or No Questions
Part B of the survey is to emphasize the supermarket loyalty of the respondents
Part C: Multiple choice Questions
Part C of the survey is to find out the branding awareness
XIV. Conclusion
Truly then, branding is not new idea, although the way companies use branding is evolving. The applications for branding strategy will continue to change. As the marketplace becomes more global, branding opportunities will develop. Consumers′ tastes and preferences will then change within such values and norms of as the supermarket brand owners and marketers must continue to monitor these situations if they hope to be successful in the future. To the extent that Park 'N Shop will try to maintain monopoly prices for their products, competition would yield profits for other suppliers who offered those goods. The recommendation would be costly anti-trust approach, the benefits from which have increasingly been questioned, even by commentators normally considered friendly to the view that government produces good results.
XV. References
Alden, D, Steenkamp, E.M, Bata, R (1999), "Brand positioning through advertising in Asia, North America and Europe: the role of global consumer culture", Journal of Marketing, Vol. 63 pp.75-87.
Chaudhuri, A. (2002), "How brand reputation affects the advertising-brand equity link", Journal of Advertising Research, Vol. 42 No.3, pp.33-43.
Chaudhuri, A., Holbrook, M.B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, Vol. 65 No.2, pp.81-93
Creswell, J.W. (1994) Research design. Qualitative and quantitative approaches. Thousand Oaks, California: Sage
Davidson, H. (1998), "The next generation of brand measurement", Journal of Brand Management, Vol. 5 No.6, pp.430-9.
Dawson, J. (2001), "Is there a new commerce in Europe?", International Review of Retail Distribution and Consumer Research, Vol. 11 No.13, pp.278-99.
de Chernatony, L. (2001), From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands, Butterworth-Heinemann, Oxford, .
de Chernatony, L., McDonald, M. (2003), Creating Powerful Brands in Consumer, Service and Industrial Markets, Elsevier Butterworth-Heinemann, Oxford, .
Keller, K.L. (2003), Strategic Brand Management, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ, pp.9
Keller, K. (1998), Strategic Brand Management, Prentice-Hall, Upper Saddle River, NJ
Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control, Prentice-Hall, Englewood Cliffs, NJ, International ed
Lancaster, G., Reynolds, P. (1995), Marketing, Butterworth-Heinemann, Oxford
Malhotra, N.K., Peterson, M., Kleiser, S.B. (1999), "Market research: a state-of-the-art review and directions for the twenty-first century", Journal of the Academy of Marketing Science, Vol. 27 No.2, pp.160-83.
Mooij, M (1998), Global Marketing and Advertising, Sage, Thousand Oaks, CA, pp.135
Moore, C.M., Fernie, J., Burt, S. (2000), "Brands without boundaries: the internationalisation of the designer retailer's brand", European Journal of Marketing, Vol. 34 No.8, pp.919-37.
Mosmans, A. (1996), "Brand strategy: creating concepts that drive the business", The Journal of Brand Management, Vol. 3 No.3, pp.156-65.
Mosmans, A., van der Vorst, R. (1998), "Brand based strategic management", The Journal of Brand Management, Vol. 6 No.2, pp.99-110.
Varadarajan, P.R., Jayachandran, S. (1999), "Marketing strategy: an assessment of the state of the field and outlook", Journal of the Academy of Marketing Science, Vol. 27 No.2, pp.120-43.
Ward, R., Perrier, R. (1998), "Brand valuation: the times are a-changing", Journal of Brand Management, Vol. 4 No.5, pp.283-9.
XVI. Appendices
Appendix One: Questionnaire Aspects
Aims and Purpose
To gather and determine first hand information directly from the respondents
To achieve valid and acceptable research investigations with decency and morale
To put into consideration and application of such questionnaire responses
The outcomes of the questionnaire will have useful and imperative assumptions as to how Hong Kong supermarkets compete in the global markets, its innovations and trends and how it can do better in such marketing process in lieu of knowing the fact that it works under good chain value respectively.
Ethics of the Questionnaire
The questionnaire distribution will be anonymous, in which the participant’s responses, answers to questions will not be attributed to individuals unless backed up with the respondent’s consent. All references to them or their companies will be anonymous
Appendix Two: The Questionnaire
- Start of Questionnaire -
Direction: Please put a (∕∕) check mark on the blank line provided for your data
Part A: Respondent’s Profile
Age
____ 25-35
____ 36-45
____ 46-55
____ 56 Above
Gender
______Male
______Female
Income Bracket
____ Between HK $ 500 - HK $ 1000
____ Between HK $ 1500 - HK $ 2000
____ Between HK $ 2500 - HK $ 3000
____ Between HK $ 3500 - HK $ 4000
____ Others, please specify _______________
Frequency of visiting supermarkets
___ Daily
___ Weekly
___ Monthly
___ Every other month
___ Occasional
Direction: Please put a (∕∕) check mark if, your answer to the question is YES and (x) if your answer is NO
Part B: Yes or No Questions
1. As a normal consumer/shopper, are you aware of brand strategy of Hong Kong supermarkets?
______ Yes
______ No
2. Does the Hong Kong supermarket of your choice good enough in meeting the brand quality of their products and services?
______ Yes
______ No
3. Do you shop only at one supermarket to meet your daily needs at home and other functions?
______ Yes
______ No
4. If you shop at various supermarkets, is it because of strong branding? As such, one Hong Kong supermarket sells high class clothing over others
______ Yes
______ No
5. Does brand of products matter to you when you buy items at your chosen supermarket?
______ Yes
______ No
Direction: Please encircle O the letter for your chosen answer
Part C: Multiple Choice Questions
6. What is the reason of shopping in Hong Kong supermarket such as in Park n’ Shop?
a. brand quality
b. brand trust and convenience
c. signature brands at reasonable prices
d. brand strategy is effective
7. Branding loyalty within supermarket products are quite high in HK market, which you prefer the most in terms of product branding?
a. local brands
b. foreign/international brands
c. signature brands based in HK only
d. signature brands, worldwide
8. Being a practical shopper, you shop because of:
a. Quality and durability of brands
b. Branded items on bargain
c. reasonable brand promotions – itemized
d. brand strategy reputation of the supermarket
9. What you think integrates the branding nature of Hong Kong supermarkets?
a. global brand attributes
b. culture and values relating to brand utilization
c. changes in branding strategy tactics
d. good brand management principles applied
10. In your opinion, what you think is the one desirable reason for success in brand strategy realization in such HK supermarkets?
a. Branding value and dominance
b. Stable branding promotions
c. Dynamic preferences of consumers
d. Appropriate use of branding principles and guidelines
- End of Questionnaire -
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