Promotional Mix of Next Plc: Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing

Principles and Practice of Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
PROMOTIONAL MIX OF NEXT PLC.........................................................................................3
Advertising..................................................................................................................................3
Sales promotion...........................................................................................................................5
Personal selling............................................................................................................................6
Public relation..............................................................................................................................7
Direct marketing..........................................................................................................................7
PROMOTIONAL MIX MODELS..................................................................................................8
AIDA...........................................................................................................................................8
Above/below the line.................................................................................................................10
Push and pull promotional strategies.........................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
List of figures
Figure 1: Revenue chart of Next Plc................................................................................................2
Figure 2: corporate social responsibility ranking of Next plc.........................................................2
Figure 3: Front look of Next' store at Oxford Street........................................................................4
Figure 4: AIDA model for promotion.............................................................................................8
Figure 5: Push and Pull Mode.......................................................................................................10

INTRODUCTION
The marketing refers to the process of promoting products and services for grabbing the
attention of customers and ensuring the consistent growth of the business in the international
marketplace (Morgan, 2012; Slater, Hult and Olson, 2010). The marketing includes the
promotion, public relation, advertising and sales (Baker, 2016). In this context, the present report
consists the promotion mix of Next plc, which is a UK based clothing brand that sells the
exclusive range of clothing and accessories for men, women and kids. Along with this, the Next
plc also offers the book and home decor product globally in 70 countries with the aim to offer a
high-quality product with fashionable designs to the consumer at suitable pricing strategy (Next
Plc, 2018). In this context, the different promotional techniques such as advertising, direct
marketing and sales promotions are critically analyzed with the help of several studies. Apart
from this, the promotional models including AIDA, push and pull, and above/ below the line are
analyzed in the context of Next Plc.
Background of Next Plc
The Next plc was found in 1864 by Joseph Hepworth and continuously growing across
several countries. In the growing stage the Next plc firstly brought Kendall and Sons, the
womenswear retailer and enlaces the collection with woman wear. It grew the business with 600
stores in Britain and called Next. After this business expansion, the Next continuously growing
by adding variety of products for offering the customer likely menswear, home interior products
and exclusive range of children wear. In this series, in 2010 Next supplies the clothing and
homeware products for London 2012 Olympic and Paralympics Games (Next Plc, 2018). It
created a big opportunity for Next plc to promote the products in the global public and increase
the demand for Next's product in the public (Annual report, 2012). Apart from this, in 2013
Next started the online business across in 70 countries such as Africa, Europe and Asia and uses
many marketing strategies through it offers many services to the customer such next day delivery
and more attractive flagship store for attracting the customer towards the Next. In this context,
Next operates 200 franchising stores for reaching the target customers (Financial Times, 2018).
Similarly, the Next targets the age range between 20 to 40 and middle-class market segment by
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offering the affordable price of the products (Reference for business, 2018). It also helps Next
plc for retaining the customer and ensures the successful long run.
Figure 1: Revenue chart of Next Plc
(Source: Financial Times, 2018)
The Next plc gives employment to 28.32K employees globally and treated equally all the
employees of the organization through which it ensures the 14.59% profit margin (Maccroaxis,
2018). However, the corporate social responsibility is also important for the business to elevate
the market reputation. In this context, the Next plc has 44% females in the Board of directors
(Next plc, 2018). Apart from this, the company have a higher ranking in the CSR. In this context,
Next plc continuously enhances the engagement with key stakeholders as supplier, customers,
employees, community, shareholder and government. It reveals that the company has active
participation in the CSR which enhances the reputation of the company in the general public
(refer to figure 2)
2