John Lewis Christmas Marketing Campaign

However, such a campaign did not motivate the audience into buying a product or getting them interested in enquiring about the company services. Therefore, focusing on corporate image could create passive interest, which might not translate into sales, resulting in lower returns on marketing dollars. They failed to target the consumer’s needs

Brand Position according to Kotler & Keller is “the act of designing the company’s offer and image that will occupy a distinct and valued place in the mind of the target market”. John Lewis is positioned as a brand that has something for everyone to have for the lowest price between them and their competitors. They have lines of products for all ages, gender, sizes and species. They stay on top of their prices and have a price promise to match a product price if found cheaper elsewhere.

(Please note: Task 1, 3 & 4 have been combined together into one report. Task 2 is separate and can be found on page 9)

This is one of RBC’s most recent campaigns to date which has been featured at TIFF events (Figure 3) and is still relevant on multiple social media and advertising channels. The premise of the campaign was to “better understand its customers needs and goals; what they’d like to make happen “someday”... whether it’s big or small,” according to an RBC executive (Martin, 2014). The campaign consisted of customer-submitted videos that showed their “someday,” offering multiple cash prizes for the best video. The design of the campaign is meant to engage the user through emotional appeals with the storytellings of people's goals and dreams, almost trying to establish a bond with the brand with this use of appeal (Clow & Baack, 2015). The campaign proved to be successful with thousands of entries submitted. The sheer technical aspect of user-submitted videos makes it an inexpensive campaign to outreach to customers, with the experiences of these people resonating with other people or new potential customers. While this campaign appeared to be one of the strongest in my opinion (in a general sense), I found that it was potentially too broad of a campaign, lacking the specificity or aim towards

The Polar Express is a classic children’s Christmas story written by acclaimed author Chris Von Allsburg. Chris Von Allsburg writes and illustrates all of his books and won the Caldecott medal for The Polar Express. The Polar Express is a Christmas story of getting a kid to believe in Santa. The boy climbs aboard a train to go to the North Pole to see Santa. He is the one chosen to receive the first gift of Christmas, which was a silver bell off of the reindeers. He cannot hear it at first, but then he finally lets himself believe in Santa and can hear the bell for the rest of his life. The movie The Polar Express is the only adaptation that has been made from the

Ultimately, the campaign increased connection, conversation and interaction, in addition to shifting brand perception. The results of these specific increases from PRSA’s case summary are detailed below:

The next memorable ad in the campaign takes a different twist, because rather than promoting auto insurance, it promotes home insurance. In this scenario, a group of young men are sitting at home when a baseball suddenly breaks through the homeowner’s window. As his friends begin to freak out, the homeowner maintains the same relaxed attitude as the female from the previous example and recites the magic jingle. Seeing his friends in shock as an agent magically appears he encourages them to recite the jingle and make a request, which they follow by asking for a sandwich, a pretty girl, and a hot

Christmas, which is on 25th December every year, is a religious event that commemorates the birth of Jesus Christ but it becomes a holiday in many countries, especially western countries where their mainstream religion is Christian. People celebrate Christmas with many traditional rituals, they purchase decorations for houses, gifts giving and have the Christmas dinner with family and friends but the rituals may vary from different countries. Additionally, Christmas is a high consumption season due to the gifts giving culture of traditional activities in western culture and also consumers are offered discounts during the occasion in which Christmas creates ‘the consumption fantasyland’. ‘Consumption satisfices our basic survival needs and the more abstract needs of cultural, social and personal elements that are symbolic of taste, lifestyles and identity’ (Clarke, 2007: 3). This essay will discuss two perspectives, which are classical and cultural perspectives, separately through celebrations that drive consumer behavior before, during Christmas and then in the next section we will discuss about how the market creates and reinforces the fantasyland by the marketing communications for Christmas.

J.C. Penney’s used the linking strategy of having thousands of seemingly unrelated web sites that would link to the J.C. Penney website. Most of those links had really descriptive word choice, meaning if you wanted to look up furniture, casual dresses, phone cases, etc. they would all be linked to J.C. Penney’s. It was almost like someone had arranged for all of those sites to go to J.C. Penney’s website, and would help them out even more by making them be in the top five websites that pop up on google searches. They are ranked so high because when people look something up that J.C. Penney supplies or even has something close to it, their name will pop up because they have all those keywords connecting to their

The Neiman Marcus Christmas Book is 196 pages of the best luxury products that Neiman Marcus has to offer. The book also includes “Fantasy Gifts” that range in price from $5000 to $150,000. If you’re considering visiting Neiman Marcus for Black Friday 2015, keep in mind that they usually aren’t open on Thanksgiving Day. The stores traditionally open at 8am on Black Friday.

Since becoming the CEO of J.C. Penney, Ron Johnson made some serious changes to bring customers back to their stores (Kinicki & Williams, 2013). First, he evaluated J.C. Penney’s current strategy to determine the strategy that he needed to create. His strategy involved lowering prices, less promotions, less private-labeled clothing, and restructure the highest traffic area in the middle of the stores (Kinicki & Williams, 2013).

In 2016, Specsavers launched a new advertisement called Fawlty Car, starring the famous British actor John Cleese from the classic TV show Fawlty Towers. The target audience was for the demographic of sixty plus; people with poor vision requiring spectacles. It promoted their 25% discount for over sixty year olds. In many advertisements, celebrities are used to sell many different products. When a celebrity is in a commercial it can influence customer purchases, build awareness around the product, attract new buyers and it can even bring new life to a failing brand. In the Specsavers advertisement, John Cleese was used because he is associated with Fawlty Towers, a hit TV show that over sixty year olds would relate to.

Also, shopping mall popularity is shrinking, with some retailers focusing on and consumers preferring stand-alone locations similar to Kohl’s. Over the

Since acquiring number one ranking in 1996, Tesco has developed a successful multiformat strategy that has accelerated its advantage. Its UK sales are now 71% larger than Sainsbury’s. Also the Competition Commission’s report makes it very difficult for a competitor to challenge its scale and has effectively scuppered Wal-Mart’s chances of stealing UK leadership. Therefore, Tesco is in an enormously strong position in its domestic market.

Just like it is told in the case, word of mouth is the most classical marketing tool for direct selling. But the company took a risk and get in the TV advertising business, which had great conclusions for them. So I believe that they should definitely keep going with TV ads since the