Research Methods: Auchan

Résumé du document

In order to adopt a coherent and efficient research methods process for the final assignment of the Research Methods for Managers seminar, we were asked to develop and lead a Research Project on a particular topic linked to our potential future career project.

I have chosen to research on the French grocery firm called "Auchan" because in long term, I would like to join a consulting company focus on brand management and marketing such as Bain & Company or Monitor Group. Actually, Auchan is the firm that currently reflects a typical change in brand management by creating a new low cost grocery brand. Thanks to this Research Proposal, my aim is to convince the management of Auchan and especially the Marketing and the Planning Strategic departments that this question is relevant.

Therefore, I have to show them through this report how it can increase the brand images of the parent brand, "Auchan" and of its new brand "Priba" without having troubles in the spirit of its customers and employees. Better setting up the mission statement of each brand is important to be clear for the customer and thus increasing the performance and the revenue of "Priba" and consequently of Auchan.

Extraits

[...] So, we will hire a new fourth person to make this analysis of this survey during 30 days. The results have to be as efficient in terms of clarity particularly as possible with clear answers and results to give back to the company. STEP The company data: Data collection To get a clear and precise analysis, a fifth person will help us to gather all the possible information about the sales figures, data brand image, past notoriety, brand awareness and customer loyalty. [...]

[...] As a traditional supermarket brand, Auchan do not move it positioning on fair price whereas low cost grocery retailers such as Liddl or Aldi have come in France and have sold in France their goods at lowest price than Auchan. Consequently, the management of the brand has widely profited to new low cost incomers and weakened the revenues, the image and the brand awareness of Auchan. The previous figures show this bad image of Auchan accentuated by the fact that discounter grocery retailers, established on the same strategy of cost leadership, have grown up from in 2006 to in 2009. [...]

[...] - If it is the case, what is that impact (does it push customers away? Do they spend less time and less money in our supermarkets? Do they spread bad communication on the company afterward?) Is there a beginning of cannibalization process of the two brands? - Is it the management of supermarkets employees that do not succeed to transmit them the new values of and then have a negative impact by showing non assimilated values to customers? This research could lead a large benefit to the corporation of Auchan in term of brand management portfolio, and brand image and also to each brand and to increase their market shares, their revenues and how to get a clear vision statement (positioning) and to be more independent from one to the other one. [...]

[...] SCHEDULE LIST OF REFERENCES AND BIBLIOGRAPHY Internet articles TNS Worldpanel, study about the retail grocery market in France between 2006 and 2009, published on the 15th September 2010 http://www.distripedie.com/distripedie/spip.php?article509 accessed on the 20th of October 2010. [...]

[...] Moreover, it is important to notice that the four supermarkets chosen have around the same size of surface area and the competition environment in these areas is intense. A comparable size and similar competition intensity are important points because we want after this survey being able to compare the data and results obtained in each area. On the one hand, we will compare the results between the Auchan supermarket in Mulhouse and the one of brand to see what are the behaviors of the current customers in each supermarket, who are the ones which have stopped to buy in Auchan to prefer or the ones who never buy in but now in and so one. [...]