What is Marketing? — The Definition of Marketing

Running Head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

MARKETING1
Executive Summary
The main purpose of this report is to provide an overview of the promotional techniques of
River Island Company. The study is supported by supported by analysing the marketing mix
strategy of the company. It is found that, company use various marketing strategies to reach
the customers.

MARKETING2
Table of Contents
Task One....................................................................................................................................3
1. Introduction........................................................................................................................3
1.1 Overview of the Company...............................................................................................3
2. Promotional Mix and Activity of River Island..................................................................3
2.1 Advertising...................................................................................................................3
2.2 Public Relations...........................................................................................................5
2.3 Internet Marketing........................................................................................................7
2.4 Sponsorship..................................................................................................................7
Task Two....................................................................................................................................8
Model 1 (i.e. Communication Model)....................................................................................8
1.1 Definition of Model......................................................................................................8
2.2 Application of Communication Model in River Island................................................9
2.3 Evaluation of Effectiveness........................................................................................10
2.0 Model 2 (i.e. Push and Pull Model)...............................................................................11
2.1 Definition of Model....................................................................................................11
Pull Strategy:............................................................................................................................11
2.2 Application of Push and Pull strategy in River Island...................................................12
2.3 Evaluation of Effectiveness............................................................................................13
References................................................................................................................................14

MARKETING3
Task One
1. Introduction
1.1 Overview of the Company
River Island is a fashion and textile industry that is headquartered in London. It is a
private owned company that has its head office in several of locations of London. The main
products of the company are women’s, men’s and children clothing, footwear and
accessories. Lewis Trust Group is the parent group of the company. The company has started
trading in the British market from the year 1959 (Vanbergen et al. 2017). It has various retail
stores in the country. There are over 350 retail stores in UK, Ireland and all over the world.
The company was separated from “Lewis separates” in the year 1965 and was rebranded as
Chelsea Girl. This brand became the first boutique chain of UK. In the year 1933, this brand
was first opened in Ireland and was then expanded into various markets of Russia, Poland and
Middle East. In the year 2010, the company has introduced another brand known as RI Baby
of kid’s wearing. This company is owned by Lewis family of United Kingdom. The group
had launched its first home décor business in the year 2018.
2. Promotional Mix and Activity of River Island
2.1 Advertising
River Island advertise in magazines and campaigns to sell its accessories and clothing
garments. The company has joined with Look in autumn 2007, which is the first glossy
weekly magazine of United Kingdom to advertise and campaign their products and
accessories. In order to promote its products the company has designed its stores according to
different aspects of collection. The company has also launched online marketing with a music
brand known as NME.com to promote its products in online marketing (Cossu, Grinham and
Heatherington 2017). The most common promotional techniques used by the company is