Marketing Strategies for Online Retail

This assignment analyzes Myer's marketing strategies, focusing on their online presence. It examines various tactics like pop-up ads, pay-per-click campaigns, and website analytics (over 50 visits), highlighting how Myer leverages these strategies to promote its products and services. The assignment also references relevant academic literature on marketing in the digital age.

[Business Name] Marketing Plan [YEAR]
[Your Name]
[Your Title]
[Business Name]
[Main Business Address]
ABN: [ABN]
[Business Name]
Marketing Plan
Prepared: [Date prepared]

[Business Name] Marketing Plan [YEAR]
Table of Contents
The Business...................................................................................................
Business overview.......................................................................................................
The Finances................................................................................................................
S.W.O.T. analysis..................................................................................................................
Products/services.........................................................................................................
Sales/marketing personnel..........................................................................................
The Future......................................................................................................
Vision statement..........................................................................................................
Mission statement........................................................................................................
Goals/objectives...........................................................................................................
The Market......................................................................................................
Unique selling position.................................................................................................
Your customers/clients.................................................................................................
Your competitors.........................................................................................................
Market research...........................................................................................................
Sales targets................................................................................................................
Environmental/industry analysis..................................................................................
Marketing strategy.......................................................................................................
Advertising & sales......................................................................................................
The Finances...................................................................................................
Price.............................................................................................................................
Expected sales.............................................................................................................
Marketing budget [YEAR].............................................................................................
Monitoring/measurement activities..............................................................................

[Business Name] Marketing Plan [YEAR]
Marketing Plan
Myer Holdings Limited is one of the department store chain that has managed to operate in
various states all over Australia and even at the self governing territories. The company sells a
wide range of products and services including men’s and women’s fashion and clothing
products, beauty products and even electrical. It has its headquarters in Melbourne, Australia
(myer.com.au, 2018).
The Business
Business overview
Business name: Myer Holdings Ltd
Business structure: Public Limited Company
ABN: ABN 83 004 143 239
Business location: Australia
Date established: 1900 (Registered 1st July, 2000)
Business owner(s): Sidney Myer (Founder),
Paul McClintock (Chairman),
Richard Umbers (CEO & Managing Director)
Jennifer Hawkins & Kris Smith (Ambassadors)

[Business Name] Marketing Plan [YEAR]
Relevant owner experience: Myer is one of the major Australian clothing department store
chain present in various states at Australia. The customers have gained positive mindset
because the products and services are of good qualities and those have fulfilled their needs
and requirements (Green Jr, Whitten & Inman, 2012).
Products/services: Men’s and women’s fashion and clothing products, jewellery, beauty
products and electrical products too.
The Future
Mission and Vision statement: “We exist to bring the love of shopping to life”
The mission and vision statement enables the cuctsomers to enjoy a good shopping
experience and make it convenient for them to make purchases from the company consistently
(Ferrell & Hartline, 2012).
Goals/objectives:
The short term goals are to enhance the shopping experience and even improve the online
opportunities to generate more sales revenue through acquisition of the customers.
The long terms goals are to maintain sustainability and create positive mindset among the
customers to influence their buying behaviours.
Myer introduced Myer Online to make wide range of products and services available
including clothing, fashion, toys, electronics and beauty products too. This created positive
mindset among the customers because they could make purchases online and get the products
and services delivered at their doorsteps (Morgan, Katsikeas & Vorhies, 2012).

[Business Name] Marketing Plan [YEAR]
Marketing Mix: The 4 major elements of the marketing mix strategy are product, price, place
and promotion.
Product- Features of a product include positioning, packaging done, branding, tangibbe
features and intangible features. The products include men’s and women’s clothing, toys,
beauty products, homewares and electrical items too.
Price – The prices are properly set and additional discounts have been provided as well to
make ot reasonable for the customers to purchase (Chikweche & Fletcher, 2012).
Place – The products are deleivered at various stores and also at Myer Online website, which
enables proper distribution of products in the market.
Promotion – The direct selling, public relations management and advertisements shown on
televisions, newspapers and magazines have improved the marketing promotional plan
efficiency. The involvement of social media and ads presented on websites have made people
aware of the products and services too (Eshuis, Klijn & Braun, 2014).
Target market:
The target market of Myer is basically the fashion conscious customers, whic like trying out
different clothes and fashion accessories. With the introduction of homewares, beauty
products and electronic items, nearly every market segments have been targeted.
Marketing strategy:
Myer is current leveraging technology to enhance the experiences of customers, which has
left them to influence others as well through word of mouth promotions. The online

[Business Name] Marketing Plan [YEAR]
marketplace created has drawn more customers and influence them to make purchases too
(Ryan, 2016).
The Finances
Shareholders could make investments and huge capital was gained from the banks to manage
the business and enhance its sales. The operating income is A$113.5 million, which generated
revenue of more than A$3.3 billion.
S.W.O.T. analysis
Strengths Weaknesses
High traffic location means location of the
supermarket chains of Myer in places where
customers find convenience to visit.
It has its stores ranging from mid to high
range stores, because of which, customers are
provided with lots of options to make
purchases.
Reasonable prices of products and string
brand image and name.
Myer currently holds good records for
enhanced customers’ services (Wood, 2012).
The costs of rental are very high.
The channel for distribution is not good
enough to serve the customers in each and
every market segments.
Lack of global expansion and presence of
targeted customers only in Australia.

[Business Name] Marketing Plan [YEAR]
Opportunities Threats
Acquisitions and working in partnership with
foreign businesses could help in global
business expansion
New and innovative promotional approaches
could enhance the brand image and draw in
more customers.
Management of human resources and
creating good working conditions would
improve the business performance as well.
Rise of many competitors
Changing behaviours and needs of customers
from time time
Threats are faced while targeting each and
every market segments (Pulizzi, 2014).
Products/services
Product/Service Description Price
Clothing products Fashion and clothing products are available
for both men and women. The tshirts and
shirts are from well known brands like
Maddox, Gazman, Resreve, etc. Whereas
the female clothing brands include Miss
shop, Basque, Tokito, etc.
GAZMAN shirt- $79.95
MADDOX shirt -
$59.95
MISS SHOP - $69.95
TOKITO - $50.00

[Business Name] Marketing Plan [YEAR]
Product/Service Description Price
Beauty products Chanel perfumes, Dior perfumes, Giorgio
Armani are few of the major beauty brands
offered at Myer
Giorgio Armani - $150
DIOR Youth glow –
$162.00
CHANEL Spray -
$188.00
Homewares
Homewares include kitchen appliances,
cookwares, cutlery, dinner set, etc.
TEFAL non stick pot -
$219.95
LE CREUSET -
$530.00
KITCHENAID -
$549.00
Market position:
Myer holds a strong market position because of the mix of new brands and boutiques. Myer
market has brought the best local and international sellers under one roof for making it
convenient for the customers to make purchases. The market is very competitive with the
presence of competitors like Woolworths, David Jones, JB Hi Fi, etc. Sourcing from within
New Zealand markets has enhanced the brand reputation and image, furthermore allowed to
deliver the best quality products that should be within the budget of customers (Berthon et al.,
2012).
Unique selling position: The USP lies in the fact that Myer has created an online presence by
opening the website named Myer.com.au where a wide range if products and services are

[Business Name] Marketing Plan [YEAR]
available. Marketing activities have allowed the company to make purchases at first and then
make payments online in case their needs and requirements are not fulfilled.
Anticipated demand: It is seen that loyal customers visit the store 3-4 times every month and
so for 6 months, there are minimum of 30 to 40 purchases made by each customer.
Pricing strategy: The competitive pricing strategy is chosen as effective and more reliable
when compared to the other pricing strategies that are adopted nowadays. It has helped to
analyse the prices of products of other companies, based on which, necessary changes are
done to set accurate prices and influence buying decisions made by the customers (Goworek
et al., 2012).
Value to customer: The customers view the products and services of Myer as something that
can fulfil their needs and requirements. The products and services offer value and benefits and
so these are considered as necessity, luxury and both. This is because Myer offers wide range
of products including fashion and clothing, beauty products, homewares anad even electricals.
Growth potential: The company has experienced good growth because of the introduction of
new products including toys for kids, electrical items, giftorium items and even multiple
innovative fashion accessories for both men and women. The anticipated percentage growth
for the products is more than 60 percent (Tiago & Veríssimo, 2014).

[Business Name] Marketing Plan [YEAR]
Sales/marketing personnel
Job Title Name Responsibilities
Sales Manager Mr Chris Brantley To achive the sales
target by implementing
proper strategic plans.
The sales manager also
conducts recruitment
process, sets goals and
objectives, provide
training and monitors
the performances of the
sales representatives
too.

[Business Name] Marketing Plan [YEAR]
The Market
Customer demographics
Targeted customers include kids, teenagers and adults because a wide range of products and services are available for every market segments.
Based on their social status, educational skills obtained and behaviours, their purchasing decisions are made. The targeted customers are present
at Australia, though the company has plans of global expansion by delivering values and benefits to the customers, thereby fulfilling their needs
and requirements too.
Key customers
The major customers are the ones who are more concerned about fashion sense and mainly visit the stores or make purchases of fashion and
clothing products online. The female customers also fall under major market segments because they prefer the innovative and best quality fashion
and beauty products of Myer that are availbale at reasonable prices. Proper marketing and promotional activities have assisted the organisation to
target the market segments and ensured delivering those to the customers timely as well (Fischer et al., 2012).

[Business Name] Marketing Plan [YEAR]
Customer management
Myer has a strong customer service department that frequently communicates with its customers and obtains their feedbacks and responses
regarding the quality of products and convenience provided. By interacting with the customers, it has created a strong relationship between the
company and its customers. Emails are sent regarding new products’ launch and telephonic conversations are done as well for meeting up to the
customer service and quality standards.
Myer follows the Code of Business Conduct to involve the various stakeholders and even make the team members work as an nit, in coordination
within the workplace. It has allowed to reinforce the requirements in compliance with the policies and legal requirements, which has maintained
ethical behaviour and maintain proper values for successful business functioning too (myer.com.au, 2018).
Your competitors
Competitors are David Jones, Harris Scarfe, etc. When compared with the competitors, Myer can be rated as one of the top companies, because
of its wide variety of choices or options that are available for the customers. To improve business functioning, the company could adopt various
sustainable approaches for creating lesser impact on the environment and at the same time manage business operations in asteady manner.
Competitor details

[Business Name] Marketing Plan [YEAR]
Competitor Established
date
Size Market
share (%)
Value to customers Strengths Weaknesses
David Jones Castlereagh
Street, Sydney,
Australia
7200
employees
Revenue of
more than A$
2.2 billion
64.5 % More options
available at more than
200 retail stores all
around Australia
Strong brand presence
in terms of fashion,
food and electricity
products
Lack of ability to
penetrate markets
globally and poor trust
and loyalty among the
customers
Kmart Australia
Burwood East,
Melbourne,
Australia
31000
employees
Revenue is
5.2 billion
AUD
55.8 % It provides exclusive
deals on furniture
items, clothes, tablets,
televisions and toys.
Exclusive product
range with popular
brands like Route 66,
Joe Boxer, etc. High
brand loyalty and great
quality of food items
are considered as major
strengths too.
Inappropriate supply
chain systems and closing
of various stores have
affected the brand image
negatively.

[Business Name] Marketing Plan [YEAR]
Competitor Established
date
Size Market
share (%)
Value to customers Strengths Weaknesses
Harris Scarfe
Melbourne,
Australia
2000
employees
48.8 % Good quality
homewares, electrical
items, sports and
footwear products are
available at lower
prices (Ferrell &
Hartline, 2012).
The branded footwear
items are quite popular
and sport accessories
have favoured the
choices made by the
customers.
Leser market share and
downturn in economy.
Market research
To analyse the market conditions, SWOT and PEST analysis are done. The SWOT analysis was shown earlier though.
Sales targets
The sales reveue target was A$900 million and more than 50,000 products are expected to sell half yearly. The sales fell 2.8 percent to A$699
millin, which was not up to the mark as expected.

[Business Name] Marketing Plan [YEAR]
Environmental/industry analysis
Political
Government involvement, taxation matters and free trade agreements have resulted in saving lot of cost while managing the supply chain
activities.
Economic
Due to reduction in the rate of inflation, the purchasing power of the consumers has increased, which has created ease for Myer to import
products and services at a cheaper rate.
Social
Myer has created fun online shopping experience and even managed the corporate social repsonsibilites by managing donations, funds acquiring
and maintenance of sustainable approaches to prevent natural disasters (Chikweche & Fletcher, 2012).
Technological

[Business Name] Marketing Plan [YEAR]
With the advancement in technology and communication, transactions are made online. The advanced technologies have favoured tge business
by improving the online marketing activities and better customers’ services for providing convenience to the customers and respond to the
customers quickly.
Marketing strategy
Marketing activity/milestone Person
responsible
Date of expected
completion
Cost ($) Success indicator
Branding Marketing
manager
10.02.18 $250,000 To ensure that the brand name and
image is popular among the
customers or not.
Print advertising Marketing and
promotions
manager
15.2.18 $50,000 Established properly at billboards
and hoardings to gain the attention
of the customers

[Business Name] Marketing Plan [YEAR]
Marketing activity/milestone Person
responsible
Date of expected
completion
Cost ($) Success indicator
Public relations PR manager 6.2.18 $100,000 Maintaining customers’ services to
establish relations between the
company and its customers
Online advertising Digital
marketing
manager
8.2.18 $80,000 The rate of responses from the
customers is evaluated

[Business Name] Marketing Plan [YEAR]
Advertising & sales
Advertising and promotional strategy
Planned
promotion
/advertising type
Promotional strategy Expected business improvement Cost ($) Target date
Advertising Advertisements are posted on televisions,
magazines and newspapers. Social media
involvement has also facilitated the marketing
effectiveness by making more customers know
about the products and services delivered.
Advertisements could enhance the brand
name, image and furthermore create a
string brand presence in the market.
$100,000 20.2.18
Internet advertising Pop up ads, banner ads, text ads can present the
brand image while the company can also use
cost per click advertismenets (Ryan, 2016).
It will allow the company to sustain in the
competitive business environment. The
social media involvement would also
attract more customers and influence their
buying decisions.
$50,000 20.2.18

[Business Name] Marketing Plan [YEAR]
Sales strategy
The competitive pricing strategy has worked as a charm for the company to set proper prices of the products and services and delivered those to
the customers. The lower prices kept for the products have kept the customers satisfied as well.
Sales and distribution channels
Channel type Products/services Percentage of sales
(%)
Distribution strategy
Internet Men and women fashion
and clothing products,
beauty products,
electrical, etc.
80 %
Online website has allowed the customers to choose from a wide range
of products and services that are distributed by the company and made
accessible to the customers.
The Finances

[Business Name] Marketing Plan [YEAR]
Price
Thr prices are determined by assessing the needs and requirements of the clients and also by comparing the prices set by the competitors for the
similar kinds of products and services delivered. The personal, start up and working capital are considered during the production process and so
the prices have been set according to that. Prices are not specific though products of Myer are available at reasonable prices for improving the
convenience of customers while purchasing (Wood, 2012).
Expected sales
The sales reveue target was A$900 million though with sales falling to 2.8 percent, the sales revenue has decreased to A$699 million.

[Business Name] Marketing Plan [YEAR]
Marketing budget [YEAR]

[Business Name] Marketing Plan [YEAR]
Monitoring/measurement activities
Marketing activity Date of
review
Monitoring methods Review outcomes
Print advertising 12.2.18 Printed media advertising uses
magazines, newspapers, articles
and documents.
More people have been visiting the stores nowadays because of
greater brand exposure managed through printed media published
on newspapers, magazines, etc.
Blogs and social media
15.2.18 Facebook, Twitter, Instagram,
etc.
Social networking websites are visited nearly everyday and so the
response rate is also very high.
Online advertising
8.2.18 Pop up ads, pay per click
advertisements and ads that
present the company and its
products and services offered
(Goworek et al., 2012).
More than 50 visits are experienced at the website managed by
Myer, Australia.
www.business.gov.au/marketingplan

[Business Name] Marketing Plan [YEAR]
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[Business Name] Marketing Plan [YEAR]
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