Part A
Harvey Nichols
Harvey Nichols is a UK based up-market department store with several chains. The business handles the sales of international clothing brands for men and women, beauty products, fashion accessories, food and wine. The business has managed to maintain the attraction of younger shoppers compared to its market competitors such as Harrods. In order to improve its revenues and profits at the end of each financial year, the organization should focus on adoption and implementation of a new marketing communication plan. This is vital towards enhancement of the reputation and image of the organization as well as increasing the market coverage and consumer base.
Proposed approach for the development of a marketing communications plan
Harvey Nichols should adopt and implement an effective and efficient marketing communications plan inclusive of press releases, websites, brochures, and trade show presentations. Marketing communications plan is the most important activity that the company needs to undertake because of its proximity of planning to the needs and preferences of the consumers. This marketing plan will assist the organization to achieve four critical objectives with reference to maximization of the revenues and profit levels at the end of each financial year. The first objective of the marketing communications plan is to facilitate the ability of the organization to speak or interact with shareholders and stakeholders with one voice across numerous numbers of products, consumers, and regions. In addition, the marketing communication plan will enable the company to generate and maintain integrated communications vehicles and mechanisms. Marketing communications plan will also enable the organization to obtain b...
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...xecution of the printed marketing collateral. As part of the franchise strategies, the franchise strategic elements should also be involved including marketing and branding to ensure the case of message consistency delivery through the business is possible. Alternatively, the current trends in Harvey Nichols business should be attributed to marketing communications plans such as the transition customer service perspective to customer relations and from human resources to vital human solutions. Harvey Nichols should also consider maximization of public relations techniques and activities towards generation of lasting relationships with consumers and other marketing firms. Lastly, the business marketing communications should focus on the general behavior of the company including the perceptions it has over the promotion of its products and services in the UK industry.
The specialty retailer of women's clothes, footwear, and accessories-aimed majority to young teens and women in their twenties, was founded by the the Lawrence brothers-Dan, Frank, and Larry.
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
Nordstrom is one of the top retailers in the United States. With a solid brand image and a sound financial situation, Nordstrom is relentless in their expansion in the US, and are beginning to expand into international markets. Nordstrom takes pleasure in providing state of the art client support and having experienced sales people. In order to hold their position as the most successful high-end retailer in the United States, Nordstrom must continue to figure out ways to improve their brand image and customer satisfaction. Nordstrom’s current business working strategy is successful but I believe there are a few ideal solutions that the organization could apply to further enhance the organization. Due to the aggressive characteristics of the fashion retail store market, it is crucial that Nordstrom preserves an aggressive advantage providing the highest level of customer support as possible.
This research seeks to reveal the importance of marketing strategies in today’s complex and competitive business world. For this reason, this study will discuss various theories, issues and approaches of the marketing linking them with W.L. Gore & Associates and thereby propose the best options, ideas, strategies and techniques for the improvement of the company. To reach the points, this study will especially collect secondary and qualitative data and information.
One of the most successful clothing brands in the world, Polo Ralph Lauren has built its success around more than just its line of luxurious designer clothes, but the company is one of the top marketing designers also. It was awarded “ Luxury Brand of the Year” in 2010 by the Luxury Daily. A company that was founded by a man named Ralph Lifchitz, better known as Ralph Lauren of the Bronx, New York in 1968. Since the age of 12, Lauren’s had a strong appeal and taste for looking classy. He would spend the money he earned working with his father after school, purchasing expensive suites. In his latter years, while working for a company called A. Rivetz & Co., Lauren began designing wide ties, the beginning of what latter evolved into the giant clothing empire known as Polo Ralph Lauren. The success of his designer ties caught fire quickly, retail giant Bloomingdales was the first company to endorse Ralph Lauren’s ties, but that ended quickly, when Lauren refused to narrow his ties, and stuck to his product line. Lauren’s success in the designer clothes business was unusual for someone who studied business at City College. In 1968, he founded the company Polo Fashions, a company that would later expand its market, and is among one of the top designer brands in the world today.
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
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Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
Kotler, J., & Keller, K. (2012). A framework for marketing management. Essex: Pearson Education Ltd.
Marketing communications is the best way to appreciate the value of the goods and services offering by organization. Traditional tools of marketing communication disciplines are five: advertising, sales promotion, personal selling (see the EBS Sales Force Management text), public relations and direct marketing. There are also media in which time and space can be bought or used to deliver messages to target audiences. Organisations are planning which appropriate mix of these tools and the choice of media has for a long time been largely predictable.
According to Blythe (2012), marketing is a management process which identifies and fulfils customers’ needs and at the same time, makes profit. By having appropriate marketing concepts, Charles and Keith manages to develop within few years from an unnoticeable small shoe store to an international footwear brand which occupies a significant place in the industry.