Comparison of Marketing Strategies of David Jones and Myer

Running Head: Brand Management
Brand Management
Report
System04104
10/4/2019

Brand Management
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Introduction
David Jones and Myer are two retail giants in the Australian market and they have large
numbers of retail stores in Australia. Myer is known for its largest departmental stores and
focusing on more intimate customer experiences. Apart from this, Myer is also applying the
David-Jones-esque approach to provide excellent customer experience to the Australian retail
customers. This report provides a comparison between the marketing strategies of both the
companies. This report analyses the personalisation strategies, marketing communication
strategies, leveraging secondary brand association strategy, and brand architecture strategy of
both the companies and analyse the market situation of these two popular brands of Australia.
Personalisation Strategy
Personalisation strategy is the way of communicating emphatically with the customers and
designs the business model in such a way that fulfils the particular needs of the customers.
The personalisation strategy of an organisation allows the business organisation to identify
the suitable segment of customers and their preferences or needs. Then after create the
products and services in such a way that will give a world best experience to the customers
(Craik, 2017).
The David Jones in Australia is known for its well-designed and personalised business
practices. The retail company focuses on providing a unique experience to its customers,
which is different from its customers. For example, the organisation reduced the role of a
sales manager in administrative work rather it allows the sells manager to care about the
customer needs and involve in the sales work of the organisation. The company also provides
a great experience to its customers through its online retail services (Craik, 2015). The
company also believe to provide a unique experience to its customers in the retail stores and
arrange the buying procedures in such a way that gives a joyful shopping to the customers in
the stores. David Jones also cares about its customer busy schedule and provides an easy
payment method to its customer after purchasing the product both online and offline. The
company also practices the private label strategy just like the Woolworth’s brands and it will
help the company to grow its sales from 3.5% to 20% in 2017-18. The information printed on
the products are showing well targeted messages for the consumers and the insight of the
stores of David Jones also provide a unique buying experience to its customers where they

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can easily find their required products and enjoy the advanced customer care facilities of
stores (Xu, Gao, and Hammond, 2017).
The Myer is the best competitor of David Jones in Australian retail market and almost covers
10% of the Australian retail market. Myer’s personalisation strategy is based on the approach
of dealing customers with great luxury and convenience. The company depends on its new
advanced technologies (Melewar, et. al., 2017). However, the Myer’s strategy of circulating
cards to ensure loyalty of customers towards the Myer products through ‘Myer One’ was one
of great initiatives of the company under which more than five millions cards circulated.
Although the strategy of Myer is somewhere successful and is comparatively better than
David Jones because it’s online sells can increase its market share. The focus of the company
is to target premium customers while David Jones appears in the market with unclear
directions and goals. The clarity in objective of provides personalised experience to
customers make the Myer superior over its competitors David Jones (Hsu, Fournier, and
Srinivasan, 2016).
Marketing Communication Strategy
Market communication strategy helps an organisation to reach its customers or potential
customers through various modes and channel of communication. Marketing strategy helps
the company to know the potential customers or target market and design the message in such
a way that will attract more and more customers towards the organisation and retain the
existing customers in expectations of future benefits and unique buying experiences (Tamm,
et. al., 2015).
David Jones is known for its marketing communication strategy because it depends on its
approach “Digital First.” The company targets its customers through online practices and
deliver its promotional and other message to its customers via its e-mail services, mobile text-
messages, or advertisement through social media channels. This strategy of David Jones
gives an edge over the Myer. The company uses the online channels and e-commerce
business stores to spread its marketing campaign, spread its promotional messages and offers
to the customers (Bailey, 2017). However, the company also uses the online data and insights
about its customers for making effective communication strategy for its customers and gain
the edge over its competitors. The customer data analytics program of the David Jones help
the company to develop an effective marketing strategy communication programs (Kotler, et.