Business Marketing - Argos Assignment

Added on - 21 Feb 2021

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Table of ContentsINTRODUCTION...........................................................................................................................31. Introduction to communication campaign.............................................................................32. DRIP marketing theory..........................................................................................................33. Key target audience and their characteristics.........................................................................34. Promotional mix element including pros and cons.................................................................45. Key message of video............................................................................................................46. Promotional channel used by Argos......................................................................................47. Promotional mix theory..........................................................................................................48. Method to measure effectiveness of campaign.......................................................................5CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTIONThe study will focus on strategies used by Argos as their promotional mix andpromotional channels. It also highlight the campaign which is conducted by Argos in order topromote its homeware.1. Introduction to communication campaignThe campaign which is conducted by Argos is quite attractive. The company has tried todemonstrate all its products as well as the values and ideas of company. The company has triedto pass the message to the people that the company provides so stylish furniture that people canwear it(Argos, 2019). The campaign started with a women who wear lamp on her head. Themodels were wearing unusual outfits such as cushions, lampshades, plates, chairs and rugs. Thecampaign was however seems to attract a large number of customers(Stobbs, Zhou and Munro,2019).2. DRIP marketing theoryDifferentiate : The company has tried to demonstrate its product in different way from others.Through the video campaign the company has tried to demonstrate that they help in increasingeconomy of world.Remind : The company has demonstrated that the home ware such as sofa, high end chairs,executive desk, lamp etc., which company provide are so comfortable and stylish that the personcan wear it. The main idea behind this campaign is to present the companies product in a totallydifferent way.Inform : In order to increase the sale of its products and to attract more customer toward it. Thecompany has tried to use this campaign. With the help of this campaign company have tried tospread message that their products will be helpful to customer to in order to decorate their house.Persuade : The company has tried to make customer like their campaign. And influence them topurchase the product of company.3. Key target audience and their characteristicsThe campaign aims at targetting fashionable consumers who wants to make their homeseem like reflection of their personal style. The campaign tries to those customers which areconcerned with the furnitures of home or who want to present their homes which best suits theirpersonality. The fashion consumers are those people who are fashion lovers. As the consumers
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