莫里森希望通过锁定价格，在线创新和强大的英国供应链来在锁定期间利用销售增长，从而希望它能够“取得成功”。
来源：南风盛世品牌设计转载 标签：品牌设计，品牌战略设计
GAICHAOSHIRENWEI，JINGUANYIJINGYISHIDAO，SUIZHEJINGJISHUAITUIDEDAOLAI，KEHUDEXINXINHEXINGWEIJIANGRENGRANBUQUEDING，DANTAKEYIYINGHEZAIXIANHE“ZAIJIAYONGCAN”LINGYUDE“ZHUBUBIANHUA”。
SHOUXIZHIXINGGUANDAIWEI·BOCI（David Potts）ZAIJINTIANSHANGWU（9YUE10RI）DEXINWENFABUHUISHANGSHUO：“YOUTAIDUONANYIZHIXINDESHIQINGHENNANDADIANHUA，DANWOMENZHIDAO，ZUOWEIYIGEGUOJIA，WOMENHUIZOUDAOLINGYIBIAN。”
“WOMENZHIDAOJIAGEHEJIAGEJIANGZHANSHANGFENG，WOXIANGXINMOLISENJIANGBIYIQIANGENGQIANGDA。XINMOLISENRENDAIZHEXINDEWEILAIERZHAGEN。”
YOUYUASIDA（Asda）CHENGNUOZAISHENGDANJIEQIANXIADIAO1YIYINGBANGDEJIAGE，ERLEGOU（Tesco）YIYUAERDI（Aldi）JINXINGJIAGEPIPEI，YINCIBOCIDUIMOLISEN（Morrisons）NENGGOUZAIJINGZHENGJILIEDESHICHANGZHONGTUOYINGERCHUCHONGMANXINXIN。
“WOMENSHICHUIZHIZHENGHEDE，YINCIZHEIZHONGXIANGFASHIWOMENSHOUCHUDE25％DESHIPINZIJIZHIZAOCHULAIDE，ZHEISHIZHENDE。ZHEISHIGAIGONGSIJIAOYIBAOJIAZHONGYIGEZHONGYAODEQUBIEBIAOZHI。XIANRAN，CHAOZHIDUIWOMENZHIGUANZHONGYAO，YINWEIWOMENSHIYIJIACHAOZHICHAOSHIQIYE。WOMENDEXUDUOKEHUDOUZAIYUSUANZHONG，YUSUANYIWEIZHEYUSUAN，ZHEIBINGBUYIWEIZHEHUAFEININXIHUANDEDONGXI。WOMENJIANGZHEIXIEYUWOMENFEICHANGYOUHAODE，FEICHANGBANGDETONGSHIXIANGJIEHE，TAMENSHIZHENGGEGONGSIZHONGZUIHAODEBUFEN，” PottsGAOSU《 Marketing Week》。
“TASHIFOUYINQIRENMENDEZHUYI？JINTIANZAOSHANGDESHUJUBIAOMINGWOMENKENDINGZAIFEIBIAOSHANG”，TAJIANGZHANGWOZAIXIAOFEIZHESHOUZHONG。ZAIXIAOFEIZHEXINGWEIHEGOUWUFANGMIAN，RUGUONINKAIFACHUYINRENZHUMUDEKEHUBAOJIABINGBUDUANGAISHANGOUWUZHILV，ZEWUXUSICHUGUANGGUANG。”
ZAIDALIUXINGZHONG，NINKEYIJIECHUDAOXIAOFEIZHEZHONGSHIQIETONGSHIRENWEISHIZHENGQUEDESHIQING。
DAWEI·BOTE（David Potts），MOLISEN（Morrison）
MOLISEN（Morrisons）XUNQIUCHENGWEI“GENGGUANGFAN，GENGQIANGDADEYEWU”，CONGERTUIDONGZENGZHANG，ZAIJIEZHI8YUE2RIDE26ZHOUZHONG，TONGLEIXINGCHANPINDEXIAOSHOUETONGBIZENGZHANG8.7％。
ZONGSHOURU（BUBAOKUORANLIAO）ZENGZHANGLE8.8％，DADAO75.5YIYINGBANG，JINGUANZHEIJIACHAOSHIQUESHIYINDALIUXINGERZHAOZHILE1.55YIYINGBANGDECHENGBEN，JIANGQISHUIQIANLIRUNXUEJIANLE25％。MOLISENZAIYINGXIAOHEGUANGGAOSHANGDEZHICHUWEI3100WANYINGBANG，LVEGAOYU2019NIANTONGQIDE3000WANYINGBANG。
GAICHAOSHIZHOUYITOULU，CHULEYIJINGXIADIAOLE800ZHONGJIAGEWAI，TAHAIJIANG400ZHONG“JIBENCHANPIN”DEJIAGEPINGJUNXIADIAOLE23％，COO Trevor StrainRENWEIZHEIBUSHUYUDUANQICUXIAO。
“RUGUONINHUIGUGUOQUDE18GEYUE，WOMENWEIRAODINGJIACAIQULEYIXILIECUOSHI，QIZHONGWOMENPINFANDIXUEJIANLEDUIXIAOFEIZHEZUIZHONGYAODESHANGPINZHONGDEXUDUOSHANGPIN，WOMENCHENGZHIWEIKEHUZUIXIHUANDESHANGPIN，” StrainSHUO。
“WOMENZHIDAOJIAGEWENDINGFEICHANGZHONGYAO。RUGUONINHUIGUYIXIAWOMENQUNIANSHANGBANNIANZHIXINGDEJIANGJIA，NEIMEJIHUSUOYOUJIANGJIAFUDUDOUHAISHIXIANGTONGHUOGENGDI。WOMENDEYITUSHI，WOMENJIANGJIXUBIANDEGENGJUJINGZHENGLI，BINGSHIXIANZHEIYIMUBIAO，BINGZAIZHEIXIEJIAGEFUJINBAOCHIWENDING，ZAIJINRUJIANNANDEJINGJISHIQISHI，CHONGFENLEJIEZHEIYIJIAZHIZHIGUANZHONGYAO。”
XINDESHANGSHITUJING
MOLISEN（Morrison）ZAIGUOQULIUGEYUEZHONGYIZHIZAITIGAOQIZAIXIANJIAOFUNENGLI，TONGGUOMorrisons.com，SHIPINHEDETUICHUHEMENJINJIAOFUFUWUYIJIYUYAMAXUNHEDeliverooDEHEZUO，ZAIXIANJIAOFUNENGLIYIZENGZHANGLEWUBEI。
MOLISEN（Morrisons）HAIZAIMANCHESITEPIKADILICHEZHAN（Manchester Piccadilly Station）DEXINMIANMAOMarket KitchenSHANGDIANZHONGKAISHELEDeliveroo“SHENSECHUFANG”。ZAIBENCAIZHENGNIANDUJIESHUZHIQIAN，JIANGZHIJIECONGSHANGDIANTIGONGXINXIANSHIPIN，LINGWAIHAIJIANGZENGJIAYIGEHUOLIANGGEHEIANCHUFANG。
“ZAIMANCHESITE，WOMENZAILOUXIAFANGZHILEDIYIGEANCHUFANG，ZHEISHIYIGEFEICHANGZHONGYAODEGONGJU，MUDESHIWEIDeliverooTIGONGGENGDUODESHIWU，YIGONGDANGDIJUMIN，BANGONGSHIYIJIRENHEXUYAOMorrisonsTIGONGYOUJIAZHIDESHIWUDERENSHIYONG。”PEN
“WOMENXUYAOKANKANQINGKUANGRUHE。WOMENJIANGZAIZUOYILIANGGE，DANZHEISHIWEIRAOGAIGUOLIANGSHIXUQIUDEYIXIANGBUCHONGZHANLVE。”
``YANGHUOGUOJIA''：MOLISENJIAZUGAIBIANHEXINMUDEYIYINGDUIGUANZHUANGBINGDU
YUDeliverooDEGENGGUANGFANDEHEZUOHUOBANGUANXIXIANZAIKEYIZAI30DUOGEMorrisonsSHANGDIANZHONGTIGONG30FENZHONGDESONGCANFUWU，ERYUAmazonDEDANGTIANSONGCANFUWUMUQIANZAIQUANGUO50GEZAHUODIANZHONGYUNYING。
CHUCIZHIWAI，LIZIDEGOUWUZHEXIANZAIKEYIZHIJIECONGAmazon.co.ukDINGGOUQIMorrisonsSHANGDIAN，GAISHIYANYUJIJIANGZAIJINNIANNIANDIKUODADAOSHUBAIWANDEAmazon PrimeHUIYUAN。
ZAITONGYISHIQI，Morrisons.comDEMEIZHOUSONGHUOSHANGMENCISHUYEZENGJIALEYIBEIYISHANG，XIANZAIKETIGONGJIANGJIN280JIASHANGDIANDEJIDIANJIQUFUWU。ZAIQITADIFANG，MOLISEN（Morrisons）KAIZHANLEMENDAOMENSONGHUOFUWU，BINGCHENGLILESHIPINHEGONGSI（Food Box Company），GAIGONGSIWEIKEHUTIGONGGEZHONGSHIPINHEXUANXIANGGONGNINXUANZE。
MOLISEN（Morrisons）TUICHULESHIPINHEJIAOFUXUANXIANG，YICUJINZAIXIANXIAOSHOU。GAICHAOSHIZUICHUZHIZAIZUOWEISUODINGQIJIANRUOSHIQUNTIZIWOGELIDECHANPIN，XIANYIKUOZHANDAOGENGGUANGFANDEFANWEI，BAOKUOJINGXUANDEYINGGUOROUHE，ZHAIYUEJINGXUANHE30YINGBANGDE“WUCANLAIYANGHUOYIJIASIKOU”HE。
PottsXIANGXINMorrisonsNENGGOUHENHAODIZHUAZHUSHICHANGSHANGDERENHEKONGBAI，BINGXIANGXINYONGYOUZIJIDESHIPINSHENGCHANNENGLIHUISHIZHEIJIACHAOSHIGENGJIAYOULI。
“ZAIDALIUXINGZHONG，NINKEYIJIECHUDAOXIAOFEIZHEZHONGSHIDESHIQING，ERTONGSHIRENWEIZHEISHIZHENGQUEDESHIQING，JINTIANZAOCHENDESHUJUBIAOMINGWOMENZAISHANGBANNIANYIJINGZUODAOLE。CONGWENHUASHANGJIANG，ZHEISHIZHONGYAODEYIDIAN，WOMENDESHOUYAORENWUZHIYIJIUSHIZIRANDIBIANDESHUZIHUA，YINCISHIYONGMorrisonsKEYIZHIGUANDIZHIDAOSHIQINGSHIKEXINGDE，BINGQIEKEYIJIESHENGNINDESHIJIANHEJINQIAN，” PottsSHUO。
“ZHANWANGWEILAI，ZHIYAOWOMENYIZHIZAITINGQUKEHUHETONGSHIDEYIJIAN，BINGYIZHIZAITINGQUGONGYINGSHANGHEGUDONGDEYIJIAN，NEIMEGONGSIJIANGJIXUCHUANGXIN。”
XIAYIJIEDUAN
ZIFENGSUOKAISHIYILAI，ZAHUODIANYIJINGZHAOMULECHAOGUO45,000MINGXINDEHELINSHIYUANGONG，BINGQIEMEIYOUYUANGONGBEIJIEGU。MUQIANDEYUANGONGRENSHUYIZENGZHI122,361，LINGWAIHAIYOU26,000MINGYUANGONG，QIZHONGZHISHAOYIBANWEIGUDINGYUANGONG。
DANSHI，GAICHAOSHICAIDIAOLE3,000GEGUANLIZHIWEI，ZENGJIALE7,000GEMIANDUIKEHUDEZHIWEI，YIZENGQIANGDIANNEIKEHUTIYAN。
MOLISENZAIBULADEFUDEZONGBUYEKAICHUANGLEYIZHONGXINDEGONGZUOFANGSHI，JIANSHAOLEGAOJIZHIWEIDESHULIANG，BINGYINRULE“QITADIFANGGENGDA，GENGGUANGFANDEZHIWEI”。
GAIBANGONGSHIXIANZAIMEIZHOUGONGZUOLIUTIAN，ERGONGZUORENYUANYIZHUANWEISITIANGONGZUOZHI，“ZHIWEIYUELAIYUESHAO，JIATINGGONGZUOGENGDUOLE”。XIANZAI，YUANGONGBIXUMEIZHOUGONGZUOSITIAN，ERTAMENMEIZHOULIUDOUYAOGONGZUODAODISIGEXINGQI，ZHIDAOXIAWU2DIANZUOYOU，YIBANGZHUXIANZHIRENHESHIHOUDEXIANCHANGRENSHU。
“ [ZHOULIU]，WOMENZHENGZAICHULIYIXIEWENTI，ZHEIXIEWENTITONGCHANGSHIZAIZHENGCHANGDEYIZHOUNEININMEIYOUSHIJIANQUZUO，BINGQIEQIFENHENHAO，” PottsSHUO。
RUGUONINKAIFACHUYINRENZHUMUDEKEHUBAOJIABINGBUDUANGAISHANGOUWUZHILV，ZEWUXUHUOBISANJIA。
DAWEI·BOTE（David Potts），MOLISEN（Morrison）
MOLISEN（Morrison）SHOUXIZHIXINGGUANKANHAOQIYELIYONGCovid-19DALIUXINGYINFADE“CHAOJISHICHANGFUXING”DENENGLI，TARENWEI，GUOQULIUGEYUEZHONG“DASHANGDIAN”DEHUIGUIZHENGMINGLEZHEIYIDIAN。
SHUJUBIAOMING，ZIDALIUXINGYILAI，MOLISENYIJIADEBIAOXIANYICHAOGUOQI“SIDA”JINGZHENGDUISHOU。GENJUNIERSENDESHUJU，ZAIJIEZHI7YUE11RIDE12ZHOUNEI，GAIGONGSIDEXIAOSHOUEZENGZHANGLE15％，SHISIDAGONGSIZHONGBIAOXIANZUIHAODE。TONGYANG，ZAIJIEZHI8YUE9RIDE12ZHOUZHONG，KantarDESHUJUXIANSHI，YOUYUSHANGDIANDETEBIEQIANGJINGBIAOXIAN，MOLISEN（Morrison）DEXIAOSHOUEZENGZHANGLE16％，ZHANSHICHANGDE10.2％。
SHOUCICHENGGONGDEGUWU，PottsYIJINGZAIJIHUA“FEICHANGYOUJINGZHENGLIDESHENGDANJIE”。MOLISEN（Morrisons）ZHENGZAIXUANCHUANQIJIAGEXINXI，CHENGNUOQUEBAOYILANZI451ZHONGZUISHOUHUANYINGDECHANPINDEJIAGEBUHUIBI2019NIANBIANYI。HUASUIRUCI，TAXIWANGYINGGUOTUOOUXIEYINENGGOUDACHENG，YIJIANQINGLINGSHOUYEDEYALI。
“我们所售商品的三分之二是英国市场，因此我们处于特别有利的地位。当然，我们不能抗拒重力，我们非常希望代表英国消费者达成一项协议，其中不包括欧洲大陆和英国之间的关税，” Potts补充说。
更多品牌VI设计作品请点击下面链接：
