Principles and Practices of Marketing

Principles and
Practices of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Company overview.....................................................................................................................1
Promotional Mix.........................................................................................................................2
TASK 2............................................................................................................................................6
AIDA Model of Marketing.........................................................................................................6
AIDA Model in Context with Debenhams..................................................................................7
Evaluation of effectiveness ........................................................................................................8
Pull and Push Strategies of Marketing........................................................................................8
Pull and Push Strategies in Debenhams......................................................................................8
Evaluation of Effectiveness.........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to the process of promoting organisation's products and services to large
target market. There are various promotional activities that are undertaken by firms in order to
communicate and interact with target audience related to product and its benefits. Main purpose
of marketing is to attract potential and retain loyal customers. There are four basic principle of
marketing such as price, place, promotion and place (PRINCIPLES OF MARKETING, 2020).
While practising marketing function management require to consider all these principle in order
to formulate effective strategy. Debenhams is a British Multinational company which deals in
variety of product portfolio that involves fashionable clothing, gifts and toys, beauty products,
home-ware so on. Company owns various brands and also numerous department stores. This
report contains detail information regarding promotional mix strategies of Debenhams.
Moreover, it exhibits different marketing models that are used by following firms.
TASK 1
Company overview.
Debenhams is one of flourish and leading fashion retailer brand placed in UK. It is a
British multinational organisation operates wide range of department stores within London,
Ireland as well as Denmark and have other franchise outlets in different countries. Debenhams
was established in 18th century with single outlet in streets of United Kingdom and spread as well
as grown up-to 200+ locations across overseas. Company deals in variety range of fashionable
clothing , home-ware items, personal care, furniture so on. Debenhams has its headquarters in
Regent's Place, London in addition to this firm owns Danish department store chain along with
Magasin Du Nord and also subsidiary in Ireland. Company serves various range of product
portfolio including fashionable western clothing, shoes, toys, accessories, cosmetics, electricals,
households, quality furniture items. Debenhams is a private owned limited organisation and work
with around 27800+ employees. Company has its own several brands such as Wallis, Phase
Eight, Kley, Levis, Vero Moda, Faith, Carvela, Skechers, Oasis, Vila, Fitflop and more. In 1993,
company presents its first brand under name “Designers at Debenhams” in which various
designers contributed their work and provide wide range of fashionable products. In 2010, firm
launched four fresh designers into its fashion series. In 2014, firm introduced trial of sports direct
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