Principles And Practices Of Marketing docx.

Running head: PRINCIPLES AND PRACTICES OF MARKETING
Principles and Practices of Marketing
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PRINCIPLES AND PRACTICES OF MARKETING
Table of Contents
Task One...................................................................................................................................3
1.0 Introduction....................................................................................................................3
1.1 Background or Overview of the New Look, UK.........................................................3
2.0 Promotional Mix and Activity of New Look, UK........................................................4
2.1 Advertising.............................................................................................................4
2.2 Public Relations......................................................................................................6
2.3 Sales Promotion......................................................................................................6
2.4 Personal Selling......................................................................................................7
2.5 Direct Marketing....................................................................................................7
2.6 Internet Marketing................................................................................................9
2.7 Sponsorship..........................................................................................................11
Task two..................................................................................................................................12
1.0 Model 1 (i.e. AIDA).................................................................................................12
1.1 Definition of model...............................................................................................12
1.2 How company New Look applies the AIDA model..........................................12
1.3 Evaluation of effectiveness..................................................................................14
2.0 Model 2 (i.e. Communication model).....................................................................14
2.1 Definition of model...............................................................................................14
2.2 How company New Look applies the Communication model.........................15
2.3 Evaluation of effectiveness..................................................................................16
References...............................................................................................................................16

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Task One
1.0 Introduction
The report is presented to discuss about the principles and practices of marketing that
are associated with the business organization named New Look in United Kingdom. The
promotional mix strategy has to be implemented focusing on how the company manages its
marketing techniques and principles so as to build the brand and create awareness among the
clients to influence their buying behaviours largely. The promotional mix will also include
the various aspects of marketing in terms of the promotions component including he
advertising, public relations, sales promotions, personal selling, direct marketing, internet
marketing, etc. Based on the marketing mix portfolio, there will also be information provided
about the various models and theories that are to be applied such as the AIDA model,
communication model or process theory, which can bring effectiveness to the business’
marketing tactics (Nowak et al. 2015).
1.1 Background or Overview of the New Look, UK
The business organisation New Look is a major global fashion retailer chain in United
Kingdom, which has been owned and managed by the investment company named Brait SA.
The fashion retail chain has sold good quality clothing goods and apparel items such as
menswear, clothes for women and also the clothing items for the teenagers, both male and
female individuals. The company has expanded its operations worldwide and also has
operated across various places, i.e., more than 900 stores are present all over the world, which
has helped in targeting different market segments comprising of clients with the different
needs and preferences too (Armstrong et al. 2014). The headquarters of the company is in
Weymouth, Dorset, London in United Kingdom. The company has served people worldwide
and this has not only helped in generating enough revenue, but has also allowed the company

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to gain sustenance in the competitive clothing and apparel industry much comprehensively.
The owner of the company, at present, is Brait SA while Paul Gilbert has managed the role of
a Non-Executive Director of the organisation (Ennew et al. 2013). Though, there were few
ups and downs in the meantime, the company still managed to appear as a well-known and
established Clothing and Apparel Company in UK, thereby, acquired good amounts of profit
and competitive advantage in business as well. As recorded in the year 2014, the operating
income was GBP £805.9 million while the revenue generated accounted to about GBP £1,528
million (Smith 2014).
2.0 Promotional Mix and Activity of New Look, UK
2.1 Advertising
The company’s messages are clear and prompt as it has got most of the fashion items
for everyone including the individuals who are curvy, petite, tall women and also for the men
all over. Considering the mission statement of New Look, i.e., “to help people look good and
feel great”, the company wants to make customers satisfied and also express themselves by

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working within an environment that raises the potential to implement changes and facilitate
generation of new ideas and concepts too (Hollensen and Opresnik 2015). The company has
advertised its products and services offline and online where the advertisements are made on
televisions, newspapers, magazines so as to draw the attention of clients easily. On the other
hand, with more than 5 million followers on the social media platforms, the company has
managed to advertise its products and services on Facebook, Twitter and Instagram, which
has also created awareness among people and influence their buying behaviours largely too
(Bowie et al. 2016).
The messages and information are transferred representing the features of the product
and how it could suit their need and preferences, thereby, ensure that the targeted audiences
are acquired much easily. The target audiences of New Look in UK are mainly the women
who might be passing through the phase of maternity and even the products are designed to
cater the needs of people with plus size and for the teenagers. There are products and services
that have been delivered to target the male segment but still, the targeted audience is mainly
the women aged between 16 to 35 years of age. Being one of the major clothing retail chain
in UK, the targeted audiences age are under 35 years and thus the company has been
preferred by many all over the world (Kotler and Armstrong 2013).
The segmentation has been done on the basis of demographic segmentation while the
geographic segmentation has helped in targeting people from different locations, both locally
and globally. The company has positioned the products and services both online and offline,
which has also helped in using the marketing mix component wisely, thereby, identified the
unique selling proposition, which further ensured value creation along with improvement of
ability to stay ahead of competitors and sustain a competitive place within the marketplace
(Gbadamosi 2013).

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2.2 Public Relations
The huge category of products and services aimed at the different market segments with
different needs and preferences has helped in keeping the clients satisfied as a whole. Due to
this, the public relations have been managed quite conveniently and effectively, which also
helped in creating positive mind sets among them. Moreover, due to this, the general public
have stated positives about the company only in the mainstream and also in the industry press
and through third party channels, which also raised the awareness among people (Oladepo
and Abimbola 2015). The word of mouth promotions further helped in making more people
aware of the clothing items of New Look, furthermore, influence them to make purchases
from the company consistently. Another thing to be noted is that the company has kept the
clients up to date about the latest fashion offerings and corporate press releases along with
various awards acquired by the company and thus, public relations also tend to remain
positive all throughout for New Look, UK (Sagala et al. 2014).
2.3 Sales Promotion
One of the most effective tactics for New Look is the infusion of online shopping and
fewer stores, which has helped in emphasizing on the profitability. The sales promotions have
been managed with the help of providing men’s clothing such as coats and jackets at discount
rate of over 25 percent. The loyalty schemes are introduced as well by the company with the
help of providing the customer with a £5 discount voucher for the purchases made over £30.
The flash sales have been introduced at the beginning if very weekend where the customers
could make purchase of clothing items at a discount of 50 percent, though for just 6 hours
(Nour and Almahirah 2014). This has made many people visit the stores or even make
purchases online during the period, thus setting the sales level quite high.

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2.4 Personal Selling
The personal selling at New Look has been possible with the help of utilising the
people or human resources to sell the products and services by interacting with the customers
directly. Not only, does the company has put efforts in training the empl0yees to acquire the
desired skills and knowledge to promote personal selling of clothing goods and services, but
also has made them quite competent to handle customers’ queries by showing good attitudes
and behaviours along with acqusitions of specialist product knowledge too (Karunanithy and
Sivesan 2013). Their professional needs of development have been understood as well, which
has helped in identifying their areas of weaknesses and strengths, thereby, ensured personal
selling supported by good word of mouth promotions achieved through the good behaviours
among the staffs.
2.5 Direct Marketing
To improve the Direct Marketing efficiency, the New Look has made sure to advertise
the products and services on televisions, radio, billboards, magazines, etc. rom the
advertisement of New Look in the form of video, it could be easily understood that the young
individuals have been targeted and the tagline of the brand in the end of the video perfectly
justifies the different clothing options available for both men and women at the company.

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Moreover, to ensure effectiveness of marketing, he Porter’s strategy of cost leadership and
differentiation components have been mixed together to make sure that the clothing items are
unique and also are set with competitive prices This could allow the customers to
differentiate between the products of New Look from the other company products, thereby,
ensure that their buying behaviours are influenced largely (Alananzeh, Tarhini and Algudah
2018).
To keep the people up to date, the company has often sent emails to the customers
regarding the new products that have been introduced in the market while at the same time,
ensured that they undertake some measures to allow the clients provided a feedback to it.

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This would not only create a bonding between the business and its customers, but would also
be beneficial for New Look to deliver better customers services and enrich their buying
experience furthermore.
2.6 Internet Marketing
The generation of huge amount of traffic in the digital platform managed by the
company is critical for its success considering the achievement of e-marketing goals and
objectives of the organisation. To ensure that the visitors to the website are increased, New
Look has used a rage of online marketing communication tools and techniques by combining
the digital platform with the offline communication medium (Yang and Lee 2016). The
company could also use the Customer relationship management system or CRM to ensure
addition of value and benefits to the customers, thereby, deliver them a better and enriching
customer experience. The engagement of social media platforms such as by promoting the
products via Facebook, Instagram or Twitter could bring in more potential customers as most
of the customers aged in the range of 16 to 35 years prefer to stay online most of the times
(Veit and Walle 2013). This would easily grab their attention and the efforts put by the
company would bring positive results for the business as well as deliver greater level of
satisfaction among the customers too.

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The webpage managed by the company includes the information about recent trends,
which is easily accessible and viewable by the clients, thereby, allow the ‘fashionistas’ to
search for the specific items by filtering their search options or preferences too. This has even
proved to be quite effective for the target market as they could easily shop for the items
online without any need to visit the physical stores and the product would soon be provided at
their doorsteps without much delay (Fam et al. 2013).

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2.7 Sponsorship
The sponsorship has been managed by New Look with the help of undertaking CSR
strategies aimed at putting the employees at the centre of the Agenda maintained by New
Look in UK. With the involvement in CSR activities, the company has formed partnerships
with various suppliers, non-governmental organisations and also with the Government and
regulatory bodies to improve supply chain activities and improve production too, considering
the values and ethics of business management (Gangeshwer 2013). The CSR strategy has
been possible with the help of ethical sourcing where the company has worked with
responsible suppliers and factories where the employees have been provide with safe working
environment and conditions, which made them perform to their potential. Moreover, the
consideration of environment friendly activities as part of the supply chain management

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further protected the environment while respecting the animals to promote high animal
welfare standards too (Pomirleanu et al. 2013). The company who offer sponsorships have
partnered with organisations such as Accord, ACT, etc. This has not only helped in the
maintenance of ethical standards but has also fostered the livelihoods of people and improved
supply chain efficiency (Hassan et al. 2015).
Task two
1.0 Model 1 (i.e. AIDA)
1.1 Definition of model
It has been understood that the AIDA model represents the attention, interest, desire
and actions, all of which, are essential components of marketing revolving around the entire
process of manufacturing and production up till the purchase of that product or service. It has
not only been essential for marketing activities, but also has facilitated the management of
public relations, which are required to optimise the sales and also improve the relationship
between the purchaser and seller of the products if New Look in United Kingdom (Ghirvu
2013). The AIDA model has been perceived as an effective tool to improve the marketing
tactic that has the potential to attract the attention of customers while at the same time, create
interest and awareness among people, thereby, create a sense of desire among them,
furthermore, undertake necessary actions to influence their buying behaviours largely
(Gangeshwer 2013).
1.2 How company New Look applies the AIDA model
The AIDA model stands for attention, interest, desire and actions, all of which are
related to the marketing activities managed by New Look to ensure targeting the right
audiences and ensure meeting their demands and expectations through delivery of good
quality products and services. A, as the term suggest, represents the company’s approach to

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grab the attention of customers, which could be possible with the help of advertising and
promotions via emails, social media marketing and also with the help of advertisements on
televisions, newspapers, magazines and also through social networks (Hadiyati 2016). The ‘I’
stands for interest, which represents the company’s approach to make people aware of the
products and establish interest among them, which would further create desire among them
and allow them to make purchase, which is part of the actions undertaken. For example, the
website managed by New Look has allowed the customers to place orders, gain answers to
their queries and also engage in a conversation with the organisational memebrs, furthermore,
get encouraged to make purchases.
To generate interest, the promotional activities managed with the help of email
campaigns have helped a lot to make the customers remain up to date about the products and

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services, thereby, understand their their needs and preferences would be met or not. The
social media marketing and promotions could also raise awareness and create interest among
them, which also enhances their desire level to try out the products, especially the good
quality clothing items of New Look in UK. The model has been used by the company by
integrating with the various platforms to market and promote the products, which
automatically, made people learn and undertake necessary actions, i.e., to make purchases
and fulfil their requirements (Sagala et al. 2014).

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1.3 Evaluation of effectiveness
The effectiveness could be measures in terms of the key performance indicators such
as the high amount of traffic on the website along with high amount of profit acquired.
Moreover, the company’s webpage in Facebook has over 3,313890 likes, which denotes that
the company has a good online presence and most of the comments made by people are also
positive. There have been good amount of shares and the likes made by people on the posts
further represent the fact that the company has created a good presence in the marketplace
and influenced consumers; buying behaviours (Alananzeh, Tarhini and Algudah 2018).

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2.0 Model 2 (i.e. Communication model)
2.1 Definition of model
The communication model, as the name suggests, is an effective model or framework applied
in business for making sure that the sender transfers the right messages to the receiver, which
is the customers here. The sender has been the business, i.e., New Look, which has managed
to make sure that the messages and information about the product or service are transferred
properly to the client through a medium, which is decoded by the receiver and their behaviour
could get influenced (Bovée, Thill and Raina 2016). The communication model, thus has
been described as an effective model, often used by the companies to make sure that the right
messages and information are transferred to the right individuals through the right medium so
as to create awareness, a sense of interest among them, furthermore, influence their buying
behaviours largely (Sagala et al. 2014).
2.2 How company New Look applies the Communication model
The company has applied the communication model to design various ways or
approaches for marketing the products and promote those effectively in the marketplace. It
has also been found that with the use of various email campaigns and also through
advertisements on televisions, newspapers, billboards, magazines, it has become much easier
for the company to present and deliver the messages and information about the products and

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services to its clients, all of which, acted as great media to transfer the messages to the clients
(Pearson 2017). Moreover, the transferred messages are then decoded by the clients once they
receive those information via those media, which enables them to understand those and check
whether their need and preferences would be met comprehensively or not. Thus, the source of
information must be analysed properly, then the transmitter, the receiver and then also the
medium from which, the message or information would be passed through. The posts made
on social media have also kept the clients up to date about the new products and services
made available by New Look in the marketplace, which also drove the behaviours and
ensured influence on the consumers’ buying behaviours too (Niemann-Struweg 2014).
2.3 Evaluation of effectiveness
The KPIs could be measured in the form of positive comments made on the Facebook
webpage while on the other hand, while conducting a survey process also, most of the
customers responded on a positive note and believed that the clothing goods of New Look are
quite good and boost of high quality, which has allowed the company to keep up with the
trends in the clothing and apparel industry too (Husain 2013). The likes and shares of the
website and also on the different networking platforms, further raised awareness among
people, and through word of mouth promotions, the company created positive brand image
and equity, which also encouraged the clients to make repeated purchases and become loyal
customers. Thus, with the help of this, the company also experience good amount of profit
and ensured attainment of competitive advantage in the competitive business environment as
well (Bowie et al. 2016).

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