The Marketing Strategy of Ted Baker

The Marketing Strategy of Ted Baker 0
Title: The Marketing Strategy of Ted Baker
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The Marketing Strategy of Ted Baker 1
Executive Summary
This report summarizes the introduction to Ted Baker Retail Company. A complete background
on the Ted Baker retail stores operating in the United Kingdom has been given. The different
promotional strategies which are operating in the store-including Porters five forces model,
segmenting, targeting and positioning strategy has been given followed by away from the store
and Digital Strategy. In task2, the AIDA model, above the line and below the line advertising
strategies and communication process with relevance for Ted Baker Retail Company has been
given. This is followed by a conclusion.

The Marketing Strategy of Ted Baker 2
Contents
Task 1...............................................................................................................................................3
Introduction......................................................................................................................................3
Background......................................................................................................................................4
Promotional Mix Techniques..........................................................................................................5
Inside Store..............................................................................................................................................5
Away From Store.....................................................................................................................................7
Digital Techniques...................................................................................................................................9
Task 2.............................................................................................................................................11
AIDA.......................................................................................................................................................11
Above / Below the Line..........................................................................................................................12
The Communication Process.................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

The Marketing Strategy of Ted Baker 3
Task 1
Introduction
Oxford Street is a retail destination which generates weekly footfall of approximately
600,000 customers. Moreover, Eastern Oxford Street has been blighted for many things. Huge
investments have been made into this area. There are number of retailers which are opening
stores and footfall is continuously going up. The oxford street is continuously under regeneration
and benefits from high quality residential spaces, offices and retail shops. Oxford Street is the
key focus of west retail market with flagship stores and departmental stores are the chief concern
of footfall. Bond Street is best luxury pitch in whole London with new jewelry section. This is
one of the expensive streets in whole Europe and top rents are reaching more than €11,200 per
square m. The limited supply of inventories on Bond Street has driven growth throughout the
past 2 years and a premium for the quality space is being paid. The shortage of well-configured
units is a factor on both oxford and Regent Street. The London comprises of two tier market
which has prime streets which experience rental level increase and it is a more of challenging
market. Ted Baker London is performing well. It comprises of luxury retailers and fashions in
village sets besides other shopping malls in London. This center has its headquarters in London,
United Kingdom. Ted Baker has opened in month of March 1988 and it is largest urban shopping
centers of Europe. The center has revenue of 591.6 million pounds and has operating income 70
million pounds and comprises of products such as men’s clothing, women’s clothing and
children clothing.