Promotional Mix and Activity of Debenhams | Principles and Practices of Marketing

Running head: PRINCIPLES AND PRACTICES OF MARKETING
PRINCIPLES AND PRACTICES OF MARKETING
Name of the Student
Name of the University
Author Note

Table of Contents
Task 1...............................................................................................................................................2
1. Introduction..............................................................................................................................2
1.1 Background/Overview.......................................................................................................2
2. Promotional mix and Activity of Debenhams.........................................................................2
2.1 Advertising........................................................................................................................2
2.2 Public Relations.................................................................................................................3
2.3 Sales Promotion.................................................................................................................3
2.4 Personal selling..................................................................................................................3
2.5 Direct marketing................................................................................................................4
2.6 Internet marketing..............................................................................................................4
2.7 Sponsorship........................................................................................................................4
3. Conclusion...............................................................................................................................5
Task 2...............................................................................................................................................5
1. AIDA model............................................................................................................................5
1.1 Definition...........................................................................................................................5
1.2 Application in Debenhams................................................................................................5
1.3 Evaluation and effectiveness.............................................................................................6
2. Communication process model................................................................................................6
2.1 Definition...............................................................................................................................6
2.2 Application in Debenhams....................................................................................................7
2.3 Evaluation and effectiveness.................................................................................................7
References........................................................................................................................................8

Task 1
1. Introduction
1.1 Background/Overview
The report is focused on the identification of promotional tactics for the UK based multi-
national fashion retailer Debenhams. The specific focus of the study is on understanding the
promotional mix that are practically undertaken by the organization. A thorough analysis of the
promotional mix policies is done through the study. The selected organization is the large UK
fashion brand, Debenhams. The company is headquartered in London. Debenhams currently has
Stefaan Vansteenkiste as the CEO. The organization operates in around 178 locations across the
UK, Ireland and Denmark. It is one of the most popular fashion brands in the UK. The products
sold by the company include fashion clothing, footwear, toys, cosmetics, accessories and even
electrical equipment and furniture. However, the major part of Debenhams is dedicated to the
manufacture and sale of standard fashionable clothing. The company has current annual revenue
of 2,277 billion pounds (
Debenhams 2020). It is currently registered as a private limited
company operating in the fashion retail industry. The company is presently owned by a
consortium of owners, including Bank of Ireland, Barclays, Silver Point Capital and Golden Tree
Asset management. The business of Debenhams started in 1778. The company was started as a
draper’s store in 1813 by a person named William Clarke. Primarily, the company used to sell
muslins, silk, shawls, fancy goods and other items. The company owns the Danish clothing brand
Magasin du Nord. The brand has become one of the best loved brand in the UK over the past
years. The most important aspect of the brand is the connection that it has been able to create
with the customer base. Moreover, the e-commerce functions of the organization have been
optimized to suit the customer’s requirement. The promotions strategies that the organization has
undertaken throughout the past years have helped the company to gain better audience reach. In
the last few years, the promotional strategies of Debenhams have been improved further. The
main reason for choosing Debenhams was due to its multifaceted promotional functions. The
development of the present promotional strategies can help to understand the future promotions
strategies that can be developed. The organization has kept intact many of its past promotional
values in its present promotion oriented functions. The study is focused on understanding the
various types of promotional activities that are undertaken by the organization. The knowledge
of the present relevant literature is used to enhance the ability to use marketing skills that are
more creative.
2. Promotional mix and Activity of Debenhams
2.1 Advertising
The advertising predominantly takes place online, outdoors, TV and shopping spaces.
The messages focus on celebrating youth, trends and global occurrences. The company is
focused on celebrating youth and the present world developments. It focuses further on obtaining
a symmetry between the present trends and the values that people associate with them. The target
market consist of people aged between 18 and 35. The products are youth centred and focus on
reaching the right kind of customers. The company positions the products mainly at the urban
and sub-urban clothing markets. Advertising is an important function for Debenhams. The brand
signals focus on expensive but reasonably priced quality fashion wear. The company also
advertises the related accessories that come with the other products of the company. There is
increased focus on the development of essential relationships with the major target markets of
the company. The brand signals that are used focus on fashion standards, youth, importance of