Marketing, Communication and Branding for Selfridge: Grow with Sustainable Products

This presentation focuses on the importance of marketing, communication and branding for Selfridge, a chain of high-end department stores in the UK. The aim of the campaign is to increase sales and gain a competitive advantage by promoting sustainable products. The target audience is the age group of 15-40, both male and female, working and non-working. The 4Ps of marketing mix - Price, Product, Place and Promotion are discussed. The presentation concludes with the importance of sustainable development in today's scenario.

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MARKETING,
COMMUNICATION AND
BRANDING

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INTRODUCTION
Marketing is the concept which is defined as the ways in
which the business organisation can communicate to its
customers in an effective and efficient way. It is very
important for the business enterprises to use the right form
of media in order to communicate of the message or
information to the customers. There are various methods
which can be utilised by the organisation in order to
attract customers

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ABOUT THE BRAND
Introduce the brand/product or
service the brand history
As for this presentation the company which is taken
into consideration is Selfridge which is the chain of
high ended department stores in the United
Kingdom. The company was established by Harry
Gordon Selfridge. This is collective international
department stores which is dealing in the fashion
retail in order to provide with the variety of products
to its customers. The company has the collection of
clothing, accessories, toys and gifts for all kind of
people.

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CAMPAIGN CONCEPT BUILD
What is the aim of the campaign?
S- In order to increase the sales of the
company and gain the competitive
advantage
M- the target is measurable by
adopting the marketing techniques in
order to promote the product
A- It has been achievable where the
large number of audiences is targeted
in order to achieve growth and
success.
R- the target and the objective are
relevant because the sustainable
products have wide scope in the
market.
T- The time frame is to achieve the
goals and objectives within one year
Who is the audience you aim
to
target? – the target audience for the
product which has been produced will be
the all-age group of people between 15-
40.
Age range: 15-40.
Gender: Both male and
females
Consumer Description: the
consumer will be both
working and non working
What is the title of the
campaign?
Grow with sustainable
products
What is the message you
want to tell? And how does
this connect with the
target audience.
It is very important to understand the
importance of sustainability and the
people should understand how to use
the material again in order to produce
the sustainable items. Also the
company wants to deliver the latest

5CUSTOMER PROFILE FOR CAMPAIGN
Demographics:
Age range: 15- 40
Marital status: married and
unmarried
Occupation: mostly students and
working people
Education level: people who are
aware of the sustainability and well
educated
Interests/Attitudes:
The people who have interest in fashion and wants
to use sustainable products

64P’S
Price
The pricing is defined as
the cost which is paid by
the customers in return of
the purchase of the product.
This is the most important
element for the
organisation where the
company need to set its
pricing strategies in order
to attract customers in an
effective way. There are
various trade and strategies
which can be adopted and
the best should be taken
into consideration by the
business organisation so
that the customers are also
satisfied and ready to pay
for the product
Product
The product in the
marketing mix is defined as
the item which is been
offered by the company to
its customer. It is very
important for the
organisation to satisfy its
customers need by the
services or the product they
are providing to its
customer. The most
important aspect in the
product is that the company
should be able to define its
product information in an
effective manner so that the
customers are able to gain
the knowledge in the
information of the product
Place
This is the third element of
the marketing mix where
the place is defined as the
distribution channel where
the company will make
availability of the products
for the customers. It is very
important for the
organisation to keep a
smooth distribution channel
so that the customers can
make the purchase in an
easy manner. There are
various options in which
the company can make the
availability of the products
to its customers.
Promotion
This is another element
which is most important for
the business organisation.
The promotion is related to
the different techniques
which can be used by the
business organisation in
order to market its product
within the customers. As it
is very important for the
marketer to promote its
product in an effective way
so that the large number of
audiences can be attracted
and the company can
increase its sales.

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CAMPAIGN MOOD BOARD IDEAS
Brand logo
Brand colors- the brand is
using the yellow and black
theme in order to attract
customers. These are the
colors used by the
organization.
Images of the product or
service

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SUSTAINABILITY

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CAMPAIGN

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CONCLUSION
From the above report it has been concluded that marketing, communication in branding is most important aspect
for the business organisation in order to achieve the goals and objectives in an effective manner. It is very important
for the marketers to analyse the right ways to promote its product. In context of the Selfridge the company is
marketing of the product which is made by the recycle and the used material in order to attract customers. It is very
important for the organisation to focus on the sustainable development in the today’s scenario.

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