David Jones' Marketing Strategy

This assignment requires an analysis of David Jones' marketing strategy as a leading Australian retailer. Students need to examine the company's use of social media platforms, their target market segmentation and positioning strategies, and the integration of sustainability principles into their marketing efforts. The analysis should draw upon relevant academic literature and publicly available information about David Jones.

Running head: MARKETING
0
MARKETING MANAGEMENT
DAVID JONES

MARKETING
1
Executive summary:
David Jones is the company that is the retailer company offering some of the fashion, beauty and
home products to the company. It is the report that discusses about the company background in
brief along with the description of the target market of the firm. It also provides the idea of the
marketing strategies that the company is using in order to make the people aware about the
company and the products it offers. The later part of the company also discusses about the results
of the overall discussion made along with some of the recommendation that has been made for
the company to focus on in order to be more effective in its marketing strategies.
Table of Contents

MARKETING
2
Introduction:...............................................................................................................................................1
Method........................................................................................................................................................1
Company background:.............................................................................................................................1
Target market:.........................................................................................................................................2
Marketing strategy:.................................................................................................................................2
Results:........................................................................................................................................................4
Discussion:...................................................................................................................................................4
Conclusion:..................................................................................................................................................5
Recommendations:.....................................................................................................................................5
References:..................................................................................................................................................6
Introduction:
Marketing is the very important part of any business. It is required by the companies to use the
efficient marketing strategies so that they can cater the market in better way and make their

MARKETING
3
brand name popular (Kotler, Keller, Brady, Goodman and Hansen, 2016). David Jones is among
those companies who used to make their marketing strategies as their competitive advantage to
compete with the competitors. The company has taken the step to alter its marketing strategies so
that it can increase its sales. There are several marketing lesson that should be learned from
David Jones (David Jones, 2017). The company has used the approaches in the marketing that
helps the company to target the market segment that is relevant to the products the company
offers. This report provides the better understanding of the idea discussed.
Method
Company background:
David Jones is the company that has started its operations far before in the year of 1838. The first
store of the company was opened in Sydney, Australia. It is one of the oldest department stores
that are still operating under its original name. The company has around 43 stores in Australia.
The mission of the company was to serve the market with the best and the most exclusive goods
possible. It has been analysed that the company tries to offer the customers with the finest brand
in the sector of beauty, fashion and home. Myer, which is considered as the major competitor of
the company has offered to the firm to merge in 2013 October but the company has rejected the
same. In 2014 again Myer proposed the same offer to the company but again the company has
shown any interest.
Target market:
Target market can be defined as the segment if the market that needs to be focussed on y the
company in accordance with the products and the services the company offers (Kotler, 2012). As
per the analysis, it has been analysed that David Jones is the company that serves the market with
beauty, fashion and home products. This suggests that the major market segment that needs to be
targeted by the company should be women of age 18 to 28 years old. This is because the women
in this range prefer to buy fashionable products along with home products and beauty care
products. This is the segment that provides highest business to the company and it is the growing
segment that is the reason of increasing sales of the company (Armstrong, Adam, Denize and
Kotler, 2014). The products of the company deals with fashionable clothing sector along with

MARKETING
4
beauty products that are the most fascinated sector that attracts the women of the age 18 to 28
years.
Marketing strategy:
The Australian retailer David Jones is not the only name that comes to the mind when the people
think about the retailers (De Vries, Gensler and Leeflang, 2012). This may be because the
company has struggled a lot to be back in the market in 2012. Something has changed in 2015.
This may be the strategies of the company or the offerings of the company that directs the
company’s sales to an increase of 12.2% in the starting weeks of the financial year. It has been
analysed that the company has changed and altered its marketing strategies giving new focus to
the digitalisation in the marketing practices. Not only may the marketing strategies by addition of
the new brand also be the reason of hiking sales. Some of the marketing lesson can be taken from
the company (Lee and Kotler, 2011). Following are some of the marketing strategies that the
company uses to market its products.
Digital approach of marketing:
Having the online presence is the most essential part of marketing of the company. It is required
by the company to own its website that provides all the related information of the company to the
customers (Pankhania and Modi, 2011). E commerce store is another basic requirement by the
company these days. David Jones is following it all. The company’s approach for using digital
strategy in marketing brought immense change in the company’s sales. Omni channel strategy is
one of the strategy of the company that allow the fir to be connected with the market may serve
the market with different products. In recent years, it has been identified that the company has
invested in installing new POS system for its Omni channel strategy. Along with the new POS
system, it also included webshop, warehouse management system and order management
system.
Targeting and identifying customers: another major strength of the company in terms of market
is the customer’s data insights analytical program. The company is focusing on delivering
personalized marketing to the people according to the data of the customers. The elements that
supported this marketing strategy of the company are the sources of data insights such as in
store, outside the store and the loyalty programs (Cameron, 2017). The company is focusing on

MARKETING
5
the loyalty schemes if the firm for develop one to one relationship with its customers. The
company has conducted an in depth research on the segment of the audience that can be targeted
by them. The company has conducted research by the credit card details of the customer’s nada
los identified that of the customers is not shopping on David Jones then where they are. This in
depth data of the customers helps the company to segment that market and target them with
customization. It also helps in understanding about the competitors and the strength of the
competitors that is attracting the customers. All the data is being integrated to form a final
strategy by the company.
Content marketing: content is considered as the most important part of marketing as per David
Jones. This is because content is one of the element of the marketing that attracts the customers
and provide them information about the products and service offered by the company. It has been
analysed that the company believes that content is the very essential part of the front need
marketing (Pradiptarini, 2011).
Collaboration: collaboration refers to the association of the company with their parties that can
help the company to market its products efficiently. Collaboration with the most popular
personalities, brands etc. help the company to be popular (Cameron, 2017). A recent example is
the company campaign that is #Shotbysummer campaign launched by the company in
association with the Australian musician David Johns. The company suggests that the
collaboration of the content always works. Another campaign that is #itsinyou also relates with
the people and provides the value to the customers by the brand.
The above marketing strategies of the company suggests that there are four pillars of marketing
for the company that are content, collaborations, data insights of the customers and the digital
approach of marketing (Varadarajan, 2010). All these elements or the pillars support the
marketing strategies of David Jones.
Results:
It has been found that the target market of the company is basically the young aged women and
the marketing stagey that are being used by the company compliments the target market of the

MARKETING
6
firm (Kotler, Kartajaya and Setiawan, 2010). The approaches like digitalisation and online
presence not only attracts the customers but also saves the time of the people by shopping online.
The working women who need fashionable may prefer this type of marketing and shopping.
Digital approach helps the company to reach the market that is unapproachable before. It has
been analysed that the company is using the content marketing as the string approach along with
collaboration and targeting the customers. The results of this alteration in the marketing strategy
of the company provide hike in the sales figure of the company (Wilson, R.M. and Gilligan, C.,
2012).
Discussion:
The managers of the company argue that their beliefs regarding the marketing concept are very
clear. When the company was doing the business properly, they try to identify the reasons and
ultimately made alterations in this marketing strategies so that they can cater the market better.
David Jones was not very known brand in the market of Australia and thus it was required by the
company to make such strategies that develops the brand image and the popularity of the
company at the same time (Davidjones.com.au, 2017). The company has changed its marketing
strategies added some of the new brands. As per the analysis, it has been analysed that studying
the customers data insights is the most intelligent practice that the company has conducted and
still conducting in order to know about the market and the target customers. This is because the
fashion market is very is very challenging and dynamic. It is required to meet the changing needs
of the customers every time (Mangold and Faulds, 2009).
Conclusion:
It has been concluded from the report that David Jones is the company that is one of the oldest
department stores in the country which is still running the operation by its original name. the
company has faced many challenges in the industry in terms of brad image and popularity, in the
year 2015, the company tries to reach up by making alterations in the marketing strategies of the
company. The marketing strategies of the company suggests that there are four pillars of
marketing for the company that are content, collaborations, data insights of the customers and the
digital approach of marketing. All these elements or the pillars support the marketing strategies
of David Jones. The company has used the each and every approach of marketing efficiently to

MARKETING
7
serve the market and thus experiences great results in terms of hike in its sales. The manager of
the company argues that their beliefs regarding the marketing concept are very clear. When the
company was doing the business properly, they try to identify the reasons and ultimately made
alterations in this marketing strategies so that they can cater the market better.
Recommendations:
Although the company is doing great with the marketing strategies it has altered, but there is still
scope of making improvements. The first recommendation is about using the social media tools
for marketing the products (Jones, Clarke-Hill, Comfort and Hillier, 2008). This is the most
important aspect of marketing these days. Using the social media helps the company to connect
with the customers individually. It has been analysed that using the social media tools such as
Facebook, instagram helps the company to post about the new fashion products and the new
range of products so as to get the reviews of the customers. There are several other things that
need to be concentrated by the company such as marketing through road shows and launching a
fashion event for the new brand of clothing (Berthon, Pitt, Plangger and Shapiro, 2012). The
company can take advantage of the online website by targeting the customers with the
customized messages and products.
References:
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.

MARKETING
8
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social
media, and creative consumers: Implications for international marketing strategy. Business
horizons, 55(3), pp.261-271.
Cameron, N. 2017. CMO interview: David Jones' marketing chief on data, loyalty and turning
around a retailer. [online] Cmo.com.au. Available at:
https://www.cmo.com.au/article/588183/cmo-interview-david-jones-marketing-chief-data-
loyalty-turning-around-retailer/ [Accessed 15 Sep. 2017].
David Jones. 2017. About Us - David Jones. [online] Available at:
https://www.davidjones.com.au/About-David-Jones [Accessed 15 Sep. 2017].
Davidjones.com.au. 2017. About us. [online] Available at:
https://www.davidjones.com.au/~/media/David-Jones/Corporate/Presentations/2012/
Mar_12_Future_Strategic_Presentation.ashx [Accessed 15 Sep. 2017].
De Vries, L., Gensler, S. and Leeflang, P.S., 2012. Popularity of brand posts on brand fan pages:
An investigation of the effects of social media marketing. Journal of interactive
marketing, 26(2), pp.83-91.
Jones, P., Clarke-Hill, C., Comfort, D. and Hillier, D., 2008. Marketing and
sustainability. Marketing Intelligence & Planning, 26(2), pp.123-130.
Kotler, P., 2012. Kotler on marketing. Simon and Schuster.
Kotler, P., Kartajaya, H. and Setiawan, I., 2010. Marketing 3.0: From products to customers to
the human spirit. John Wiley & Sons.
Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., 2016. Marketing management.
Pearson Education Ltd..
Lee, N.R. and Kotler, P., 2011. Social marketing: Influencing behaviors for good. Sage.
Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion
mix. Business horizons, 52(4), pp.357-365.

MARKETING
9
Pankhania, T.B. and Modi, V.K., 2011. Factors Influencing Target Market Criteria: A Survey
Conducted in Industries at Vitthal Udyognagar in Anand District of Gujarat State,
India. International Journal of Industrial Engineering & Production Research, 22(3), pp.213-
220.
Pradiptarini, C., 2011. Social media marketing: Measuring its effectiveness and identifying the
target market. Journal of Undergraduate Research, 14, pp.1-10.
Varadarajan, R., 2010. Strategic marketing and marketing strategy: domain, definition,
fundamental issues and foundational premises. Journal of the Academy of Marketing
Science, 38(2), pp.119-140.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.