Digital Marketing Strategies for Debenhams

Running head: Marketing
MBA ASSIGNMENT
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Marketing 2
Executive summary
Digital age marketing strategies remain the current most effective marketing strategy that
allows customers to interact with the marketing elements. Debenhams departmental store has
experience challenges such as a decline in profit, ownership challenges and financial challenges
that resulted in closing of some stores. In order to improve the company's brand position within
the UK market, some digital marketing strategies are recommended for Debenhams to
implement. The marketing strategy aims to increase the brand position, reach larger market share
within the country and capture the larger online users within the country in the next 12 months.
The suggested marketing strategy incorporate social media, search engine marketing, e-
commerce marketing, and data-driven or business intelligence marketing. The overall result will
be a larger market share, more online buyers and reach international market segment.

Marketing 3
Table of Contents
1. Aim of the report...............................................................................................................................3
2. Debenhams and company background............................................................................................3
3. Brand SWOT Analysis of Debenhams.............................................................................................3
4. Debenhams Segmentation and targeting.........................................................................................4
5. Debenhams Brand position analysis.................................................................................................5
6. Debenhams Brand position objectives.............................................................................................6
7. Debenhams Brand communication objectives.................................................................................7
8. Digital marketing campaign.............................................................................................................8
8.1 Search engine marketing...................................................................................................................9
8.2 E-commerce marketing.....................................................................................................................9
8.3 Social media marketing......................................................................................................................9
8.4 Data-driven and business intelligence marketing............................................................................10
8.5 message...........................................................................................................................................10
8.6 Marketing audience.........................................................................................................................11
8.7 Potential impact of the marketing campaign...................................................................................11
8.8 Integrated marketing communication.............................................................................................12
9. Conclusion........................................................................................................................................12
References................................................................................................................................................14

Marketing 4
1. Aim of the report
The aim of the report is to evaluate the current Debenhams position in the market and
develop the digital marketing campaign that enables the company to move to the next high
position in the market. The report analyses the position of the company in the market factoring
the challenges that the company has faced in the market. The digital marketing campaign will
enable the company to improve on its current position to the next high position in the retail
market.
2. Debenhams and company background
Debenhams is departmental stores that operate many stores across the UK retail market.
The company is the largest departmental store by the number of outlets and one of the top ten
largest retailers in the UK overall. The company also has some outlets within Ireland on
franchise arrangement. Debenhams sell clothes, furniture, household items, and cosmetics among
many other products. The company was founded in 1778 in London and has now moved to other
cities and countries such as Denmark and Ireland. The company has increased its operations to
cover the online market where it has online platforms and mobile apps that help customer to shop
anywhere (Butler 2016).
3. Brand SWOT Analysis of Debenhams
SWOT Analysis
Strength
1. Successful new product development
2. Market entry strategies allow company
success
Weaknesses
1. Poor financial planning that leads to
inefficiencies
2. Poor demand forecasting that result