Dissertation - Walmart Branding

http://www.walmartempowerswomen.org/wp-content/uploads/2011/04/walmart_brand_guidelines.pdf

Open publication - Free publishing - More guidelines

Dissertation - Reading list so far

Klein, N (2000) 'No Logo', London:Flamingo Publishing, 

Moir, J (2012) 'This fad for pricey pretentious bread is hard to stomach', Daily Mail, 26th July, Pg 56

Whitely, N (1993) 'Design for society', London:Reaktion Books Ltd

Holmes, D (2005) 'Communication Theory: Media, technology and society', London:Sage publications

Mcquail, D (1983) 'McQuails Mass Communication theory', 6th Edition) London: Sage Publication Ltd

Hayden, N (2009), 'Consumer Behaviour', London: AVA Publishing

Lasn, K, (1999), 'Culture Jam', New York: Eaglebrook Publishing

Giles, L (2007), 'Branding Watching', Dublin: Blackhall Publishing

Mcallister, T, (2009), 'The advertising and consumer culture reader', New York: Routledge Publishing

Blythe, J, (1997) 'The essence of consumer behaviour', Essex: Prentice Hall Publishing

Dissertation - Survey Results charted

Collated survey results - Online and by post

Online Shopping Questionnaire:

Do you shop online for food?

Yes 5

No 12

Sometimes 8

20% of people asked shop online. 48% of people asked do no shop online. 32% of people asked sometimes shop online.

If yes, How often do you shop online?

All the time 1
When ever I dont have time to go to a food store 4

When I remember its an option 5

When I have a lot of food to buy 6
Inability to drive 1

Never 3

Other : When there are online offers 1

5% of people asked always shop online, 19% shop online when they don't have time to visit a store, 24% shop online when they remember its an option, 29% shop online when they have a lot to buy, 5% when they are unable to drive to a store, 8% don't ever shop online, and 5% shop online when there are online offers.

Why do you shop online?

Timesaving 5

Convenience 8

I dont enjoy food shopping 2

Supermarkets are too busy 3

Its easier to find what I'm looking for online 1

I dont have a car 5

Its much easier 2

To get heavy goods 1

18% shop online as its timesaving, 30% shop online due to convenience, 7% shop online as they don't enjoy food shopping, 11% find supermarkets too busy, 3% find it easier to find what they're looking for online, 18% don't own a car, so shop online, 7% find it much easier to shop online and finally 3% shop online for heavy goods.

Which supermarket do you buy your online groceries from?

Tesco 7

Asda 10

Morrisons

M&S 1

Iceland 1

Sainsburys 2

Waitrose  4

Co-op 1 

Poundland 1

25% of people asked shop at Tesco, 36% at Asda, No body shopped at Morrisons, 4% at M&S, 4% at Iceland, 7% at Sainburys, 14% at Waitrose, 4% at Co-op and 4% at Poundland.

Taking into consideration the location of people asked, (Hyde Park,Leeds and Ashington, Northumberland) the nearest store to each is Asda, this will sway the outcome of my questions.

What are the advantages of shopping online?

1. Dont have to go out
2. Quick and easy
3. Can shop 'out of hours' and in my slippers!
4. They bring it to my door
5. Saves time
6. Less effort
7. Less effort
8. You don't have to leave the house and make an event of going to the shop and coming back with everything
9. I live in a second floor flat, its easier
10. Can avoid spending money on impulse buys. I dont have to carry loads of heavy bags up steps
11. Ease and convenience 
12. No hassle of carrying food, I can plan ahead when buying large quantities of fresh meat.
13. You dont have to leave the house or arrange transportation.
14. You dont have to the leave the comfort of your home
15. Its easier for people who work long or strange hours as they can shop whenever convenient
16. No queues 

Dont have to leave house 5

Quick 2

Easier 7

No matter of time 2

Avoid impulse buys 1

29% of people asked stated that an advantage of online shopping was they didnt have to leave the house, 12% felt it was quicker, 41% said it was easier, 12% stated they could shop at any time, there wasn't a restriction and finally 7% of people stated it stopped them impulse buying.

What are the disadvantages of shopping online?

1. Limited choice, cant see offers as easy. Sometimes substitutes are missing, or things missing from shop.
2. Substitutes are not always what you want so you have to go out to the shop anyway.
3. Miss out on 'in-store promotions'
4. It costs extra for delivery
5. Can't see the products, don't always know what I want
6. Not being able to physically see the quality of the goods
7. Delivery charge and they normally miss an item
8. You dont get to pick the quality of the food you get (like fruit n stuff) or the dates it goes off. you have to wait in for the food to be delivered.
9. You can't pick any choose what you want by hand like with veg and fruit.
10. Poor substitute choices
11. Takes me ages to order everything so dont save much time Can miss 'offers' unless you really look for them Dont always get what you ordered and not always what you would chose (fresh veg/fruit etc)
12. Cant compare deals as easily (or you get bombarded with offers and advertising)
13. Expensive and the out of stock substitutions are not always similar
14. You can't choose the produce yourself.

Cant see offers or Miss out 5

Problems with Substitutes 6

Ability to see products clearly 2

Delivery cost 2

Quality of goods 4

25% felt by shopping online they missed out on offers or wasn't able to see then, 30% had problems with food substitutes, 12% had problems with the ability to see online products clearly, 12% felt the delivery charge was a disadvantage of shopping online and 21% noted that you weren't able to choose the quality of products, which often left you with bad quality food products.

_____________________________________________________________________

Perceptions of Tesco questionnaire:

Do you / have you shopped at Tesco?

Yes  16

No 2

Sometimes 5

70% of people asked have shopped or do shop at Tesco.

What colours do you link / relate with Tesco?

Red, blue and white 11

Red & Blue 5

Blue and White 3

Blue 2

Pink & Cyan 1

Pink & Purple 1

Green and white 1

88% of people asked recognised Tescos logo colours

Who do you think Tesco aim their products at?

Everyone 17

Families and all Nationalities 4

Lower and Working Class 3

Middle Aged 2

65% of people asked felt Tesco aimed their products at Everyone

If you shop at Tesco, why do you choose to shop there?

Convenience, Value 11

Variety and Selection of products 4

No longer shop there 1

Quality 2

Familiarity 3

Rewards / coupons 2

Last resort 5

39% of people asked shopped at Tesco due to convience and Value. 15% of people asked shopped at tesco due to Variety and selection of products. 18% of people shopped at Tesco as a last resort.

When you think about Tescos advertisements, what slogans / messages can you think of?

Can't think of any 7

Every little helps 13

You shop we drop 1

Clubcard points 2

57% of people asked recognised Tescos more recent advertisement slogan as every little helps. Another slogan reconginsed was an older versions, the person who answered was of an older generation. Other slogans were related to the Tesco clubcard.
Does Tescos branding and identity remind you of any other stores or brands?

No 17

Yes 1

Safeways 2

QPR football kit 1

Asda 1

Tescos finest 1

Presto 1

71% of people asked felt Tescos branding and identity was like no other. 8% of people recognised Tescos branding as being similiar to Safeways, an old redundant store.

Would you rather go to Tesco and be accessible to their range of products, or shop around visiting several smaller stores?

1. I would shop around - and i do - most basic foodstuffs are purchased from Aldi as they are cheaper, but some Aldi products are not so good, our cat won't eat their cat food for example and they don't have freshly baked goods.
2. I shop at Tesco but also visit other smaller stores (e.g Aldi & Lidl).
3. Rather go to Tesco once a week.
4. Yes.
5. Go round smaller cheaper stores, then go to Tesco for anything I couldn't find there. Or do a main shop at Tesco then go to Market / continental market for meats etc.
6. Rather just shop at Tesco, saves time.
7. I would happily use local stores, as they are near by.
8. I would rather go to Tesco and get everything in one place, although shopping around in smaller stores would be cheaper.
9. /
10. Rather go to one store as don't have much time for shopping.
11. I'd rather go to Tesco
12. I would prefer to go to a smaller store, but they are usually more expensive.
13. Whichever is cheapest
14. Yes.
15. I prefer to shop at Sainsburys most of the time as our local Tesco is really grotty. I always buy my meat at a local farm shop. I dont have time to walk around loads of local shops to buy all my shopping.
16. At Tesco
17. Possibly at Tesco
18. Entirely depends. I'd go tesco because i know they probably have what i want but if i want something specific and nice I would go to a local shop.
19. Shop around
20. Tesco, over and done with in one shop and you know their prices are competitive 
21. Tesco is not located in the area I live, not my main store. Locality and convenience is important to me

Shop around 5

Go to tesco 10

Both 6

24% of people asked would shop around in smaller stores to look for the best deal. 48% of people go directly to Tesco for all of their shopping. 29% of people do both, go to Tesco for some items, and shop around in smaller stores for other items.

A Large sum of people asked would do both in order to search for deals, and the best price.

Dissertation Surveys - By Post

Online Shopping Questionnaire:

Do you shop online for food?

Yes /
No //////
Sometimes ///

If yes, How often do you shop online?

When ever I dont have time to go to a food store //
When I remember its an option //
When I have a lot of food to buy/

Why do you shop online?

Timesaving // 
Convenience ///
I dont enjoy food shopping /
Supermarkets are too busy /
I dont have a car /
Its much easier /

Which supermarket do you buy your online groceries from?

Tesco //
Asda ///
Morrisons
M&S
Iceland /
Sainsburys
Waitrose /
Co-op /

What are the advantages of shopping online?

1. Dont have to go out
2. Quick and easy
3. Can shop 'out of hours' and in my slippers!
4. They bring it to my door
5. Saves time

What are the disadvantages of shopping online?

1. Limited choice, cant see offers as easy. Sometimes substitutes are missing, or things missing from shop.
2. Substitutes are not always what you want so you have to go out to the shop anyway.
3. Miss out on 'in-store promotions'
4. It costs extra for delivery
5. Can't see the products, don't always know what I want
6. Not being able to physically see the quality of the goods

Perceptions of Tesco questionnaire:

Do you / have you shopped at Tesco?

Yes /

What colours do you link / relate with Tesco?

Red, blue and white /////
Red & Blue /
Blue and White //
Blue /

Who do you think Tesco aim their products at?

Everyone /////
Families and all Nationalities //
Lower and Working Class //
Middle Aged /

If you shop at Tesco, why do you choose to shop there?

Convenience, Value ///////
Variety and Selection of products ////
No longer shop there /
Quality /
Familiarity /


When you think about Tescos advertisements, what slogans / messages can you think of?

Can't think of any /
Every little helps //////
You shop we drop /
Clubcard points /


Does Tescos branding and identity remind you of any other stores or brands?

No /////
Yes
Safeways /
QPR football kit /
Asda /
Tescos finest /

Would you rather go to Tesco and be accessible to their range of products, or shop around visiting several smaller stores?

1. I would shop around - and i do - most basic foodstuffs are purchased from Aldi as they are cheaper, but some Aldi products are not so good, our cat won't eat their cat food for example and they don't have freshly baked goods.
2. I shop at Tesco but also visit other smaller stores (e.g Aldi & Lidl).
3. Rather go to Tesco once a week.
4. Yes.
5. Go round smaller cheaper stores, then go to Tesco for anything I couldn't find there. Or do a main shop at Tesco then go to Market / continental market for meats etc.
6. Rather just shop at Tesco, saves time.
7. I would happily use local stores, as they are near by.
8. I would rather go to Tesco and get everything in one place, although shopping around in smaller stores would be cheaper.
9. /
10. Rather go to one store as don't have much time for shopping.

Dissertation Surveys - Online shopping & Perceptions of Tesco

Perceptions of Tesco:

Online Shopping:

Dissertation - Figures, Stats

http://www.tescoplc.com/files/reports/ar2012/files/pdf/tesco_fulldetail_5year_record.pdf

Between 2008 and 2012 Tescos turnover has increased from £47,298 to £64,539, thats nearly a growth of 20% in just 5 years. This record of growth spreads across all sections within the 5 year record plan; the operating profit rate increased by over 30% over the 5 years.

Tesco has a range of type of stores, covering a range of locations, consumers and needs. In total there are 474 'Tesco' stores, 1,487 'Tesco Express' stores, '621' One stop' stores, 234 'Tesco Extra' stores, 190 'Tesco Metro' stores, 32' Dobbies.com' stores and 12 'Tesco home plus' stores.

Between 2008 and 2012, there was an increase of 842 stores, a increase of 11,935 full-time employees. Annual revenue in the UK increased nearly 20% from £34,858 to £42,798. The rest of Europe saw a 30% revenue growth from 2008 to 2012 from £6,872 to £9,878.

Dissertation - Tesco History notes

http://www.telegraph.co.uk/finance/markets/2788089/A-history-of-Tesco-The-rise-of-Britains-biggest-supermarket.html

2008 Article

1919 Opens grocery stall

1929 Opens first stall

1947 Stockmarket float

1979 Annual sales reach £1bn

1982 Annual sales reach £2bn

1995 Clubcard Launched

1995 Tesco becomes UK's largest food retailer

2005 Profits top £2bn

Chief Executive: Sir Terry Leahy

Revenue (2007) £46.6bn

Profits (2007) 2,47bn

Exployees: 273,000

                    

World domination - Source: Tesco

Country    Year of entry       Stores

UK 1919  1198

Hungary 1994  101

Poland 1995  280

Czech Rep 1996  84

Slovakia 1997  95

Rep of Ireland  1997  95

Thailand 1998  370

South Korea  1999  91

Malaysia 2001  19

Japan 2003  109

Turkey 2003  30

China 2004  47

Total  47

Tesco showed its expansionary zeal early on by buying up rival shops. In the 1950s the retailer bought 70 Williams stores and 200 Harrow stores, followed by 97 Charles Philips stores and the Victor Value chain in the early 1960s.

During the 60s supermarkets started to expand rapidly by selling more products in ever larger stores.

In 1961 Tesco Leicester entered the Guiness Book of Records as the largest store in Europe and in 1968 Tesco opened its first 'superstore' in Crawley, West Sussex.

Supermarkets revolutionised the way people shopped and by the 1970s Tesco was building a national store network to cover the whole of the UK, which it continues to expand to this day, while also diversifying into other products.

In 1974 Tesco opened its first petrol stations, and would become the UK's largest independent petrol retailer

In 1987 Tesco successfully completed a hostile takeover of supermarket rival Hillards for £220m.

In the 1990s Tesco continued to tighten its grip on the UK with more store openings and an agressive marketing campaign in an attempt to overtake Sainsbury's as the UK's leading grocer.

In 1992, the company launched is slogan 'every little helps', followed by the Tesco Value range in 1993. This was followed by the launch of the Tesco Clubcard scheme in 1995, helping Tesco to overtake rival Sainsbury's as the UK's largest food retailer

Tesco.com was launched in 2000 and the supermarket continued to expand its range of products, which now includes clothes, electricals and personal finance products. In 2004 Tesco entered the broadband market.

Two years ago, in 2006, the retailer announced ambitious plans to open stores in the US under the name 'Fresh and Easy' and funded by existing resources. 

Every little hurts...

As the supermarket giant has grown, so too has the number of places in the UK dubbed 'Tesco town'. In Inverness more than 50p in every pound spent on food by the city's 66,000 residents is done so at a Tesco checkout and similar dominance in other towns has sparked controversy.

Because of their size, supermarkets have been accused by some of abusing their position by forcing smaller local shops out of business. According to non-profit organisation Ethical Network, local communities could be losing inward investment of up to £100bn every year because of supermarket centralisation.