In the following the appendixes for the thesis are presented.
Appendix 1 – Approach Scale
Appendix 2 –The Circular Process of the Thesis
Preliminary understanding and research
Theoretical Framework Problem identification
and formulation Irma’s internal and
external context
Theories on branding, retailing and internationalization
Methodology Empirical data
Appendix 3 ‐ Research Design & Methodology
Empirical data Theories Methodology
Brand Analysis: Brand Identity
Primary Secondary Kapferer (1997) Deduction as we utilize Kapferer’s
Identity Prism to understand Irma’s brand identity
Physique
Store observations Josefsen (2009) – CBS presentation Matzen (2009) ‐ interview
www.irma.dk Josefsen (2004) Børsen (2008)
Krydderiet (March 2009)
De Chernatony (2005) Foster (2001)
Sherry (1998)
Pine & Gilmore (1998)
We apply store observations as a method for analyzing a part of Irma’s physical brand identity as this particular method offers us the possibility of investigating the external visual expression of Irma’s brand identity and its degree of consistency across different store formats. The CBS presentation of Josefsen (2009) and the interview with Matzen (2009) function as approaches to understanding Irma’s brand identity from an internal
perspective. In combination these three sources of data aid to elicit the physical facet of Kapferer’s Identity Prism.
Personality
Association tests McGoldrick (2002) We apply the association tests as a
method to explore consumers’
associations about the Irma brand and its personality as we can elicit the cognitive brand constructions in the consumers mind (Heding, Knudtzen &
Bjerre 2008) through the utilization of this method.
Culture
Josefsen (2009) – CBS presentation Matzen (2009) – interview
Josefsen (2004) www.jp.dk (2009) www.irma.dk
www.opmaeksomhed.dk www.okologi.dk
www.business.dk www.fairtradeby.kk.dk
Ind (2007) Karmark (2005) De Chernatony (2005) Kottler (1996) De Chernatony (2005) Rokeach (1973)
The CBS presentation of Josefsen (2009) and the interview with Matzen (2009) function as approaches to
understanding Irma’s brand identity from an internal perspective within the cultural facet of Kapferer’s Identity Prism. Especially, Josefsen (2009) surfaces Irma’s identity by focusing on the organizational culture and employees.
Relationship
Matzen (2009) – interview Customer value hierarchy (MEC)
Fournier (1998) www.irma.dk Børsen (2008)
Keller (2001) Keller (1993)
By applying the in depth interview of Matzen (2009) and the customer value hierarchy (MEC), we represent both the brand and the consumer perspective of the relationship facet in the Prism.
Reflection
Matzen (2009) – interview Customer value hierarchy (MEC)
Josefsen (2004) De Chernatony (2005) Bauer (1960)
McGoldrick (2002)
By applying the interview with Matzen (2009) and the customer value hierarchy (MEC) we seek to explore customers’
reflections on the brand. Through these in depth qualitative sources of data we are able to surface the underlying customer behavior motives.
Self‐image
Customer value hierarchy (MEC)
Gutman & Reynolds (1988) We apply the customer value hierarchy (MEC) to understand how customers utilize Irma’s brand as a means for creating their personality and expressing their self‐image.
Empirical data Theories Methodological approach
Host Market Analysis:
Irma’s premium brand internationalization to
Primary Secondary Deduction and induction as we first
utilize the PLIN model to explore Irma’s premium brand internationalization to the Swedish market (deduction) and secondly
Sweden create the Internationalization Model for Irma (a general principle) based on empirical data (induction) PLIN
Simpson and Thorpe as cited in
Akehurst & Alexander (1995) Product
www.sweden.se
Euromonitor International 2008 www.isa.se www.coop.se
www.ekocentrum.info Lifestyle
Matzen (2009) – interview
www.sweden.se Euromonitor International 2008 Beckmann et al. (2001) www.irma.dk
www.cifs.dk www.techmedia.dk www.jp.dk
GAIN Report 2008
Cahill (2006) Gilbert (2003)
Image
Levnedsmiddelbladets
image analyse (2008) Arla cementerer tronen (2008)
Jyllandsposten (2009.04.14) Keller (1993)
Anselmsson, Johanson &
Persson (2007)
Keller (1993)
Niche GAIN Report 2008
Euromonitor International 2008 www.coop.se
Saatchi & Saatchi 2007
National Culture Magnusson (2009)
Evans, Treadgold &
Mavondo (2000) Evans et al. (2000) Schwartz (1999)
Hofstede (1994)
Johanson & Vahlne (1977)
Deduction
The Internationalization Model
Simpson and Thorpe as cited in
Akehurst & Alexander (1995) Kapferer (1997), Hofstede (1994)
Induction
Appendix 4 – Recorded Interview with Gitte Matzen
Appendix 5 – Store Observations
STORE ENVIRONMENT – Irma Illum (time of visit: Thursday April 2, 3 pm) STORE DESIGN
Front: Located in the basement of Illum in Strøget.
The “facade” is decorated with two large illustrations of the Irma girl – but not in the traditional blue colors – rather they are presented in silver painted on a white wall.
Above the illustrations Irma Illum is written, also in silver. Near the entrance to the store a glass wall is placed with the Irma logo. Overall, the effect is one of elegance.
Layout inside: Easy to get around in store, spacious and very open.
Shelves: Low shelves – you get a good overview of the store. Small Irma signs on top of shelves that accentuate the Irma name. Products are placed neatly side‐by‐side on the shelves.
Lights: Good lighting – you do not feel that the store is actually located in a basement
Music: None
Smells: None
Size: Large store with very inviting and spacious depts. for fruit and vegetables and wine.
Tidiness / cleanliness: Very nice and tidy store. Everything is streamlined.
PERSONNEL
Number of staff: A lot of staff which are very visible in store
Uniforms: Blue shirts and pants
Attitude: Friendly, smiling, helpful
Visibility and accessibility: Very visible and easy to get in contact with
PRODUCT ASSORTMENT
Presentation of products: Very nice presentation of products, all products where neatly aligned. In the fruit and vegetable dept. products looked fresh and inspiring.
Width of product assortment: Wide selection of products in general and especially organic groceries, specialties and Irma’s private labels where accentuated.
COMMUNICATION OF THE IRMA BRAND AND VALUES
Visibility of the Irma name: Visible on top of the low shelves, in light boxes above shelves.
The Irma girl (logo) and blue color: The logo was very visible and illustrated many places around in store, e.g. in light boxes and also painted directly on the walls a few places.
Visibility of slogan: No
Key issues: Strong accentuation on ecology. Good utilization of signs and shelf markers highlighting, among other items, organic products.
Special offers: Good display of special offers by use of small tables combined with price signs.
GENERAL IMPRESSION
A large, very inviting store. The cheese dept. in the front of the store looks very nice.
The store is neatly organized and the products look appealing. Generally you get inspired when going through the various departments. The Irma girl is illustrated all over the store (e.g. light boxes and walls). The store looks exclusive due to wooden floors in the fruit and vegetables dept. and marble floors in the rest of the store. The ceilings are white and metallic. Generally the store exudes elegance and it is definitely the most appealing Irma store we have visited – but it is also the flagship store for Irma. Bottom line is that Irma Illum is a good ambassador for the brand values and entire retail chain.
STORE ENVIRONMENT – Irma, Nordre Fasanvej 175, 2400 København NV (time of visit: Friday March 27, 10 am)
STORE DESIGN
Front: This Irma is a bit different from most other Irma stores in that it is located in its own Irma
“house”. The building is painted yellow and
the end wall (made out of wood) is painted blue so that it matches Irma’s trademark blue color. At the end wall there is a large picture of the Irma girl. Outside the store there are also two poles displaying the Irma girl as well.
Layout inside: Easy to get around in store, spacious
Shelves: Low shelves – you get a good overview of the store
Lights and floor: Good lighting in the store from attractive fixtures, excepting the wine department where the lights hanging from the ceiling are quite old and not particularly. The floor is dark and shiny.
Noise: No music or disruptive noise from the staff or check‐out, etc. Very nice and quiet.
Smells: No disturbing smells
Size: Medium sized store, large dept. for fruit and vegetables incl. organic products, large wine dept.
Tidiness / cleanliness: Nice and clean
PERSONNEL
Number of staff: Approx. 2 staff visible in store (1 checkout assistant). The low number of staff may have had something to do with that fact that I was there quite early in the morning.
Uniforms: Blue shirts and pants Attitude: Friendly, smiling, helpful
Visibility and accessibility: Visible, however busy stacking items
PRODUCT ASSORTMENT
Presentation of products: Nice product presentation, products look appealing
Width of product assortment: Broad selection of products, and high focus on ecology
COMMUNICATION OF THE IRMA BRAND AND VALUES
Visibility of the Irma name: Visible on top of the low shelves
The Irma girl (logo) and blue color The logo (Irma girl) was very visible in this store – both on the outside of the building (before entering the store) as well as inside the store. There were red signs hanging from the ceiling, and around the edge of the wall (close to the ceiling) there were lit up pictures of the Irma girl together with other pictures of their products.
Visibility of slogan: Did not see the slogan once in the store!!!
Key issues: Lots of organic products. As far as I could see they only have organic milk, however the price is also higher in comparison to other grocery stores offering organic milk.
Special offers: Good display of special offers (e.g. Irma’s blue coffee) through the use of small tables together with price signs.
GENERAL IMPRESSION
The overall impression of the store is positive. Nice inviting atmosphere, friendly staff, clean and tidy, all combined with a superior product assortment. However, the building, floor, ceiling and most lights were quite old and could benefit from a touch up/replacement.
STORE ENVIRONMENT – Irma, Skomagergade 21, 4000 Roskilde (time of visit:
Monday March 23, 6 pm)
STORE DESIGN
Front: Large Irma logo above the doors, the blue color is very conspicuous
Layout inside: Easy to get around in store, spacious
Shelves: Low shelves – you get a good overview of the store, small Irma signs on top of shelves, which accentuate the Irma name
Lights: The store appeared light
Music: No music
Smells: None
Size: Large store in general, large dept. for fruit and vegetables incl. organic products, large wine dept.
Tidiness / cleanliness: Nice and clean
PERSONNEL
Number of staff: Approx. 4‐5 staff visible in store (1 checkout assistant, 3‐4 wandering around in store) Uniforms: Yes, blue shirts and pants
Attitude: Friendly, smiling, helpful
Visibility and accessibility: Very visible and easy to get in contact with
PRODUCT ASSORTMENT
Product presentation: Fine display of products, shelves where neatly organized, and it was easy to locate organic products due to the use of shelf markers Width of product assortment: Broad selection of everyday necessities as well
as specialties
COMMUNICATION OF THE IRMA BRAND AND VALUES
Visibility of the Irma name: Visible on top of the low shelves
The Irma girl (logo) and blue color: The logo was illustrated very few places aside from the round signs hanging quite randomly from the ceiling (these signs were red!)
Visibility of slogan: The slogan was not displayed in store!
Key issues: Strong accentuation of eco‐friendly products.
Extensive utilization of banners (e.g. for fruit, vegetables, and meat) hanging from the ceiling and shelf markers highlighting organic products (e.g. baby food)
Special offers: Good display of special offers (e.g. Irma’s blue coffee) through the use of small coffee tables together with price signs.
GENERAL IMPRESSION
Quite a large store, but generally with good visibility and light due to the design of the layout and the utilization of low shelves. The signs hanging from the ceiling however appear to be placed rather randomly without any underlying logic and thus fail to provide clear cues for customers. On the other hand, the use of banners generally works well as they communicate the story behind the products. For example, in relation to meat products, they highlight the healthy conditions under which the animals were raised and the resulting quality of the products. However, the banners are only utilized two places in the store.
STORE ENVIRONMENT – Irma, Valby Langgade 26, 2500 Valby (time of visit: Thursday March 26, 2009, 9:00 am)
STORE DESIGN
Front: Massive use of the blue color and the Irma girl.
Basically the front is covered in blue and white colors.
Layout inside: Two main aisles – a long and narrow store. A few places Irma makes use of a more boutique like layout, e.g. in the wine section.
Shelves: Low shelves – you get a good overview of the store. Small Irma signs on top of shelves, which accentuate the Irma name.
Lights: A bit dark in store.
Music: None. Very silent in store.
Smells: None in particular
Size: Small store, a bit crowded and difficult to maneuver around, not much space between the aisles. Also the ceilings are very low.
Despite the relatively small store size the wine dept. is prioritized highly, as are organic products, especially in the fruit and vegetable dept.
Tidiness / cleanliness: Many boxes blocking the aisles, a bit messy.
PERSONNEL
Number of staff: App. 4 staff in store (1 checkout assistant, 1 putting products in shelves, 1 manager and 1 person wandering around in store)
Uniforms: Yes, shirts with Irma logo Attitude: Friendly, smiling, helpful
Visibility and accessibility: Visible and easy to get in contact with
PRODUCT ASSORTMENT
Product presentation: Due to the relatively limited space in store, the products where placed very closely together without the needed space for a proper display.
Width of product assortment: Relatively limited assortment
COMMUNICATION OF THE IRMA BRAND AND VALUES
Visibility of the Irma name: Visible on top of the low shelves
The Irma girl (logo) and blue color: Only few illustrations in store of the Irma girl, e.g. in the blue color just beneath the ceilings.
The Irma girl was also present on the quality price signs (red in color) hanging rather randomly from the ceiling.
Visibility of slogan: The slogan was not visible anywhere.
Key issues: Strong focus on organic products from both self markers and red eco‐signs.
Special offers: Display of special offers (e.g. wine) through the use of small tables together with price signs.
GENERAL IMPRESSION
The store is rather small and compact, and appears a bit messy (e.g. boxes blocking the aisles). The aisles are very narrow and generally there is not much space to move around. The customer is more or less forced to follow a set path through the store and there are thus only very limited possibilities for following a sudden impulse. Generally, the Irma logo is not particularly visible. Only the price quality signs employ the logo.
STORE ENVIRONMENT – Irma, Oslo Plads 2, 2100 Kbh. Ø (time of visit: Tuesday March 31, 5 pm)
STORE DESIGN
Front: Nice and visible signs outside that catch your attention.
Layout inside: Easy to get around in store, spacious
Shelves: Low shelves – you get a good overview of the store, small Irma signs on top of shelves, which accentuate the Irma name
Lights: The store appeared light
Music: None
Smells: None
Size: A large retail store, very large dept. for wine.
Dept. for fruit and vegetables incl. organic products was also quite large.
Tidiness / cleanliness: Nice and tidy
PERSONNEL
Number of staff: A lot of staff. App. 4 checkout assistants and 3‐
4 wandering around in store
Uniforms: Blue shirts and pants
Attitude: Friendly, smiling, helpful
Visibility and accessibility: Very visible but also a bit busy, which was probably due to the large number of customers doing their grocery shopping on their way home after work.
PRODUCT ASSORTMENT
Product presentation: Products where neatly presented, and looked fresh and inviting.
Width of product assortment: Good and broad selection of products, both in terms of specialties and everyday necessities.
COMMUNICATION OF THE IRMA BRAND AND VALUES
Visibility of the Irma name: Visible on top of the low shelves
The Irma girl (logo) and blue color: The logo was illustrated in the light boxes above the shelves and on the round signs hanging from the ceiling
Visibility of slogan: Not visible anywhere
Key issues: Strong accentuation of eco‐friendly products
Special offers: Good promotion of special offers from the weekly advertisement
GENERAL IMPRESSION
Irma Oslo Plads is a large store, and it appears very inviting when entering. The store is well organized, and it gives the customer a good overview of the store and the different departments.
Appendix 6 – Store Photos
Appendix 7 – Interview Guide
• Historie og værdier
o Har Irmas værdier ændret sig i løbet af årene?
• Brand og image
o Hvad kendetegner Irma brandet?
o Hvad gør Irma speciel i forhold til andre dagligvarebutikker?
o Hvordan opfatter kunderne Irma?
• Organisationskultur og ledelse
o Hvordan vil du beskrive Irmas organisationskultur?
o Hvad kendetegner ledelsesstilen i Irma?
• Målgruppe og kundeloyalitet o Hvem er Irmas målgruppe?
o Hvad gør Irma for at skabe kundeloyalitet?
o Hvem er Irmas konkurrenter?
• Ekspansion af kæden og Irma brandet o Ekspansion af Irma kæden til Jylland
• Vision for fremtiden
o Udfordringer og muligheder i fremtiden for Irma o Ekspansion til udlandet
Appendix 8 – Case Selection Criteria Case chosen
The retail chain Irma The Swedish retail market Selection
criteria
1) A Danish retail chain 2) Only present in the Danish market, i.e. no international activities
3) A business with a strong premium brand and image
4) A business with a strong differentiation strategy
5) A business whose assortment matches the trends of healthy lifestyles and organic and environmentally compatible products
6) A business that has a “story to tell and sell” to consumers
1) A market that is
geographically close to the Danish market
2) A market that is culturally close to the Danish culture 3) A market where Irma potentially may have certain benefits due to the presence of the parent company, COOP
Sources of data Primary data:
1) Interview with Irma’s Marketing Manager, Gitte Matzen (2009) 2) Lecture at CBS by Alfred Josefsen
(2009)
3) Association tests, Irma customers 4) Value hierarchy, Irma customers
(MEC)
5) Store environment observations
Secondary data:
Literature, academic articles, reports, articles from the press and internet
Secondary data:
Literature, academic articles, reports, articles from the press and internet
Research design
See appendix 2 – Research Design and Methodology
See appendix 2 – Research Design and Methodology
The model is inspired by Claver et al. (2007)
Appendix 9 – The Danish Grocery Retail Market
The graph below illustrates the relative positioning of the main retail chains in Denmark and is based on information from Jyllandsposten (2009.04.10).
Appendix 10 – Brand Equity Model
Brand Equity
Perceived Quality Associations
Other Assets
Awareness Loyalty
Aaker (1991)
Appendix 11 – Branding Ladder and Customer‐Based Brand Equity The model is based on Keller (2001).
Branding Ladder Customer‐Based Brand Equity Pyramid
Six brand building blocks Description of the six brand building blocks
4. Brand Relationships
(Association &
connection)
2. Brand Meaning
(What) 3. Brand Responses
(Feel/think)
1. Brand Identity
(Who) Brand salience
Consumer brand resonance
Brand performance
Brand imagery Consumer
judgements
Consumer feelings
Loyalty Attachment Community Engagement
Primary characteristics and secondary
features Product reliability,
durability, and serviceability Service effectiveness, efficiency, and empathy
Style and design Price
User profiles Purchase and usage situations
Personality and values History, heritage and
experiences
Category identification Quality
Credibility Considera‐
tion Superiority
Warmth, Fun, Excite‐
ment, Se‐
curity, Social approval, Self‐respect
Appendix 12 – Brand Building Model
de Chernatony (2005)
Brand vision
Organizational culture
Brand objectives
Audit brandsphere
Brand essence
Inten. implementation
Brand resourcing
Brand evaluation
Appendix 13 – Kapferer’s Brand Identity Prism
Kapferer (2004)
Appendix 14 – Brand Management Paradigms
Louro & Cunha (2001)
Simpson and Thorpe (as cited in Akehurst & Alexander 1995)
Appendix 16 – VALS Framework
Gilbert (2003)
Appendix 17 – The Irma Girl
Josefsen (2004)
Appendix 18 ‐ The Customer Value Hierarchy
Desired End‐states
Describe the goals of the person or organization
Happiness ‐ due to:
• healthy eating habits
• offering the best to family and guests
• increased self‐esteem
• healthy lifestyle
Consequences
Describe the user‐product interaction
Healthy meals and eating habits in the home.
Feeling good about myself when offering my family the best products.
Doing something extraordinary for my guests and being a good hostess.
Attributes
Describe the product / service
Fresh groceries High quality
Specialized / unique product assortment Broad range of organic and
environmentally friendly products
The model is inspired by Woodruff & Gardial 1996 The data in the model represents the results of our MEC analysis
Appendix 19 – Josefsen’s Hypotheses
1. Commitment is essential in creating fantastic results.
2. Motivation increases when the employees are allowed to influence their work.
3. The management team must show passion for what they are doing as well as influencing the mission, vision, and ambition of the organization.
4. Values based management is a strong management tool.
5. Communication has to be open, on‐line, honest and comprehensive.
6. Leaders must be able to create a sense of belonging and the employees must be able to act on their own.
7. Employees wish to do their best and develop within safe boundaries.
8. The basis for trustworthy management is mutual respect.
It’s all about people management and ‘heartwarm’ relations between people.
Josefsen (2009)