An integrated marketing communication plan for successful launch of Selfridges in Australia

PRINCIPLES AND
PRACTISE OF
MARKETING

EXECUTIVE SUMMARY
The report is about marketing principles and practises of Selfridges and the purpose of this
report is to prepare an integrated marketing communication plan for successful launch of
Selfridges in Australia. Accordingly, the report begins with a brief introduction. Thus, the study
of principles and practises of marketing is prepared as an outlook which provides information
and strategies with regards to the situational analysis, marketing mix, marketing strategies. The
framework of marketing planning used was SOSTAC under which each factor was looked into in
detail.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................2
TASK...............................................................................................................................................2
Background of Selfridges current marketing.........................................................................2
Effectiveness of the Selfridges current SOSTAC Strategy....................................................9
The current marketing strategy using the fashion retailer in the UK market so this strategy
implemented the Australia marketing..................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
The study discussed about the principles and practises of marketing in the context of
Selfridges. Marketing is critical business function for profit and non-profit organisation. To
analyse process of marketing include product design and development, customer services,
principles and practises were used for an effective marketing process.
The organisation also known as Selfridges and Co., is a high end department stores chain
in UK, and operated by Selfridges Retail Limited. The company was founded by Harry Gordon
Selfridge in 1908. The research evaluates effective marketing plan with the use of SOSTAC
model. The project will study about the marketing mix and the marketing strategy used by the
industry. The project will give a brief knowledge about which strategies can be carried by the
Selfridges in expansion in Australia.
TASK
Background of Selfridges current marketing
Selfridge surprise, amaze and amuse their customer everyday by doing the unexpected
celebrating special moments and inspire each other. The purpose of these all is to build consumer
engagement and feel them comfortable and valuable. Selfridge provide high street to high end
products and services to their consumer for an extra ordinary experience. In 2016 Selfridge was
the first ever store to be awarded by the title of 'Worlds Best Sustainability Campaign' at the
IGDS Global Department store Summit. Their marketing strategy include the TV show named as
Mr. Selfridge, which not only for entertainment but it also attracts the consumer towards the
store. Selfridge found their employee as the best marketing asset. Their marketing strategy
include- digital PR, social marketing techniques, PPC, SEO and direct marketing by emails. The
style lounges by Selfridges is more popular than their online stores. The marketing tactics is very
simple yet effective of the organisation. The owner of Selfridges, Mr. Selfridge is a great
marketer, they made a good relation with the media that will help in popularity of the brand
name.
Selfridges has also released a 60 second film named as 'Radical Luxury', appearing in
movie theatres across UK for promotion of the luxury brand. The marketing campaign will
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