Marketing Essentials of Top Shop

This document discusses the marketing essentials of Top Shop, a fashion retail company. It covers the roles and responsibilities of the marketing department, the interrelation between marketing and other functional units, and the application of marketing mix in the marketing planning process. The document also includes a marketing plan for launching a new clothing range for newborns.

Marketing Essentials of Top Shop
Figure 1 Marketing mix...............................................................................................................................6
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Table of Contents
Introduction.................................................................................................................................................4
LO1 a).........................................................................................................................................................4
Lo1 b)..........................................................................................................................................................4
Lo1 c)..........................................................................................................................................................5
Lo 1 d).........................................................................................................................................................5
Lo 2- 1)........................................................................................................................................................5
Lo 2- 2)........................................................................................................................................................6
LO3.............................................................................................................................................................7
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9
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Introduction
Marketing as defined by Philip Kotler is the science as well as art to explore, create and
generate value for satisfying needs of consumers (Das, 2015). The present study thus focuses on
marketing strategies being used by Top Shop fashion Retail Company to increase its market
share. Focus will be given on discussing role of marketing and its interrelation with other
functions; use of marketing mix to attain business objectives and development of a marketing
plan.
LO1 a)
The roles and responsibilities of marketing have a huge relation with wider organizational
context in case of Top Shop. This is true as if Top Shop wants to implement marketing plan then
it is most likely to need help of other departments. For example, hr department is required to
recruit and select employees such as brand managers, social media experts and digital marketers
who can be the part of marketing plan (Nash, 2018). The finance department is needed for setting
budget to carry out activities in marketing plan. Production department is required to produce
clothes as per the research done by marketing employees of company.
Lo1 b)
Marketing department of Top shop has many roles and responsibilities to be performed in
context of prevailing marketing environment. The very first role is to promote overall brand
image of Top Shop in a positive manner by creation of promotional techniques such as TV ads,
designing banners, sponsoring big fashion events among others (Top Shop, 2018). This is
essential so as to be a step ahead of competitors in the prevailing marketing environment. The
next role is to create adequate content about clothing range offered by company. These can be in
form of blogs, articles, SEO content etc. so as to lure consumers towards Top Shop (Ashworth,
2016). The department also plays a role in maintaining/monitoring social media actions on
Twitter and Facebook. This is essential in terms of prevailing environment which is to connect
with consumers and get feedback about existing clothing range.
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Lo1 c)
The interrelation between marketing and other functional units of organization is very
significant for successful running of the fashion retail company. For example, if there is no
relation between marketing and HR department then no additional recruitments and training
sessions will occur. This will led to increased work load on existing employees and also led to
lowering of performance (Morhart, 2015). In the same lines, if finance department does not
provide budget to marketing section then there will be a great difficulty in carrying out the
activities. Overall it can be said that interrelation will not only help in maintain overall work
flow of organization but also led to its long term sustainability.
Lo 1 d)
The key elements of marketing function and its interrelation with other units of Top Shop is
as follows;
 Promotional function– Promotion of product can be carried out in a best manner if human
resource department recruits experts in area of promotion. The company is also required
to contact finance department to provide money for carrying out the operation.
 Selling function – this function has an interrelation with human resource department to
train sales personnel for turning prospect into consumer. There is also a need to connect
with production department to know about the details of clothing (Tuten, 2017).
 Marketing information management – This marketing function has an interrelation with
IT department for providing necessary staff members and software’s.
Lo 2- 1)
Different ways are used by organization while applying marketing mix to marketing
planning process.
Top Shop for example develops product mix by adhering with first step of the process
which is to formulate product by assessing the problem faced by consumers. Debenhams which
is the competitor of Top Shop develops product by collecting relevant data and information from
consumers through surveys. However both the companies decide on product rate by collecting
data about the prices offered by rival firms. As per place element, the stores of Top Shop are in
all the big cities followed by an interactive online site (Nash, 2018). Debenhams on the other
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hand has departmental stores in many countries, mobile app and online retail website. As per
promotion Top Shop uses flash sales, email marketing and use of big posters on store.
Debenhams on the other hand focuses on TV commercials, digital marketing like YouTube and
Pinterest.
Lo 2- 2)
Different tactics are applied by Top Shop to assess how business objectives are achieved
by the company.
Figure 1 Marketing mix
(Source: Nash, 2018)
 Product – The product mix being clothes offered by Top shop are made as per needs of
consumers. They are also customized as per there requirement. This fulfills the objective
of client satisfaction.
 Price – Top shop has used all three pricing tactics being premium for high end clothing,
penetration for middle clothing segment and skimming for low range clothing. This tactic
has led to fulfillment of objective related to increasing sales and revenue figure (Morhart,
2015).
 Place – top Shop uses extensive distribution system and also operates through multiple
local channels. This has led to fulfillment of objective being creating mutual connection
with consumers and generating improved value.
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 Promotion – Top Shop has used promotional tactics such as series of YouTube videos,
Facebook marketing, posting clothing pictures on instagram. This has fulfilled the
objective of increasing consumer awareness (Ashworth, 2016).
LO3
The present marketing plan has been prepared for Top Shop for launching a new clothing
range for new born in market. The present marketing plan for coca cola will focus on launching a
new diet coke in India. The steps for the same are as follows;
Customers
These will be newborns babies of any gender who are in the age group of 0 to 3 years. The need
of this consumer set will be to have access to brightly coloured, comfortable and not so pricey
clothing.
Competitors
The top competitors for Top Shop in this section are Zara, River Island and Marks and Spencer.
There are also many local brands that are selling clothing for the new born.
Marketing objectives
 To enhance the brand awareness of clothing range by 25 percent by end of 2018.
 To achieve net profit of 15 percent by end of 2018.
Positioning
The new clothing range can be positioned as the one which brings comfort to the babies and the
clothing material used is also quite safe to the skin.
Product
The product is basically a comfortable and soft clothing range for toddlers that is available in
free size and bright colors.
Price
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Top Shop will focus on the use of competitive pricing strategy for maintaining market share ans
generating sales.
Place
The clothing range will be available in all the stores of London as well as its online website to
lure more consumers.
Promotion
Promotion will be done by use of social media channels like postiing pictures on Instagram and
Pinterest and connecting with consumers on Facebook. Other than this, big banners of the ctihies
will also be placed all around the city.
Marketing Plan Budget
Budget will depend on finance present with Top Shop and the amount it wishes to spend for
newborn clothing range.
It can be evaluated that the above developed marketing plan is most likely to assist in increasing
brand awareness and also led to profit and sales figures. The company is however required to be
careful of rival firms who can soon launch similar product range.
Conclusion
Top Shop is a well-known fashion retail firm in London and has been using marketing
functions and also relating it to other departments. The tactics applied in marketing mix are such
that they have assisted in fulfilment of its objectives. Similar strategies have further be used in its
marketing plan for toddler clothing range.
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References
Ashworth, C.J., 2016. RELATIONSHIP DEVELOPMENT VIA SOCIAL MEDIA: PURE-
PLAY FASHION RETAIL CASES-BUILDING ECONOMIC VALUE FOR THE
SMALL FIRM. Economic and Social Development: Book of Proceedings. p.378.
Das, G., 2015. Linkages between self-congruity, brand familiarity, perceived quality and
purchase intention: A study of fashion retail brands. Journal of Global Fashion
Marketing. 6(3). pp.180-193.
Morhart, F., 2015. Brand authenticity: An integrative framework and measurement
scale. Journal of Consumer Psychology. 25(2). pp.200-218.
Nash, J., 2018. Exploring how social media platforms influence fashion consumer decisions in
the UK retail sector. Journal of Fashion Marketing and Management.
Tuten, T.L., 2017. Social media marketing. Sage.
Top Shop. 2018. [Online]. Available through: <http://www.topshop.com/>
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