Abstract
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.
