Report: Argos' Promotional Mix, Campaign, and Target Audience Analysis

This report provides a comprehensive analysis of Argos' promotional strategies, focusing on their marketing campaign for homeware products. The report begins with an introduction to the campaign, highlighting its creative approach of showcasing furniture as fashion items. It then delves into the application of the DRIP marketing theory, examining how Argos utilizes differentiation, reminder, information, and persuasion to engage its target audience. The report identifies the key target audience as fashion-conscious consumers seeking to personalize their homes. It explores the promotional mix elements, particularly advertising, and discusses its pros and cons, including the investment required. The core message of the video campaign, which aims to portray homeware as stylish and wearable, is analyzed. The report also examines the promotional channels used, such as cinemas, digital out-of-home, and commercial TV, as well as the promotional mix theory in general. Finally, it outlines methods to measure the effectiveness of the campaign, such as monitoring internet statistics and sales data. The report concludes by summarizing the key findings regarding Argos' promotional tactics and their overall impact.

Business

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Introduction to communication campaign .............................................................................3
2. DRIP marketing theory ..........................................................................................................3
3. Key target audience and their characteristics .........................................................................3
4. Promotional mix element including pros and cons.................................................................4
5. Key message of video ............................................................................................................4
6. Promotional channel used by Argos ......................................................................................4
7. Promotional mix theory ..........................................................................................................4
8. Method to measure effectiveness of campaign.......................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The study will focus on strategies used by Argos as their promotional mix and
promotional channels. It also highlight the campaign which is conducted by Argos in order to
promote its homeware.
1. Introduction to communication campaign
The campaign which is conducted by Argos is quite attractive. The company has tried to
demonstrate all its products as well as the values and ideas of company. The company has tried
to pass the message to the people that the company provides so stylish furniture that people can
wear it(Argos, 2019). The campaign started with a women who wear lamp on her head. The
models were wearing unusual outfits such as cushions, lampshades, plates, chairs and rugs. The
campaign was however seems to attract a large number of customers(Stobbs, Zhou and Munro,
2019).
2. DRIP marketing theory
Differentiate : The company has tried to demonstrate its product in different way from others.
Through the video campaign the company has tried to demonstrate that they help in increasing
economy of world.
Remind : The company has demonstrated that the home ware such as sofa, high end chairs,
executive desk, lamp etc., which company provide are so comfortable and stylish that the person
can wear it. The main idea behind this campaign is to present the companies product in a totally
different way.
Inform : In order to increase the sale of its products and to attract more customer toward it. The
company has tried to use this campaign. With the help of this campaign company have tried to
spread message that their products will be helpful to customer to in order to decorate their house.
Persuade : The company has tried to make customer like their campaign. And influence them to
purchase the product of company.
3. Key target audience and their characteristics
The campaign aims at targetting fashionable consumers who wants to make their home
seem like reflection of their personal style. The campaign tries to those customers which are
concerned with the furnitures of home or who want to present their homes which best suits their
personality. The fashion consumers are those people who are fashion lovers. As the consumers

like to use those products which make their life easier. Therefore in this campaign Argos has
tried to convey the message to audience that they provide such furnitures which is stylish and
comfortable.
4. Promotional mix element including pros and cons
In order to promote its product the company has used advertising as its promotional mix
element. It is paid way which helps the company to convey message to audience. Argos has used
this method in order to promote its product and reach to large number of audience. Generally
company use this type of campaign in order to market its product in a different way(Mullin,
2018).
Promoting of products by this campaign requires a huge investment. As it requires to a
good model, directors, photographers etc.
5. Key message of video
The main idea of creating this advertisement is to present the consumers that how the
company transforms retailers furniture into fashion collection. The video aims at presenting the
customer that the home ware which is provided by company is so stylish which the customer can
wear. The video was created by Alice Burton and Carl Storey and it was directed by Tracktor.
The purpose of this campaign is to express the customers that home wares enable the person to
express their personal style(Yang, and et.al., 2016).
6. Promotional channel used by Argos
Promotional channel is the best way in order to make aware the customers aware of their
products and benefits of using these products. In order to pass information to target customer
Argos has run the advertisement across cinemas, digital out of home, and digital channels. The
company has advertised its product through use of commercial TV like ITV 4(Chen and et.al.,
2019).
7. Promotional mix theory
Promotional theories can be defined as the way which is used by marketers in order to
promote their products. The marketers used the different promotional tools in order to increase
the demand of goods and services(Yang and Lee, 2016). The main purpose of using the
promotional theories is to create awareness among customers and persuade them to purchase
more products.

The tools used by marketers to promote products are Advertising, Sales promotion, direct
marketing, public relation and personal selling etc.
8. Method to measure effectiveness of campaign
In order to measure that whether it marketing campaign is successful or not Argo can
check or monitor the internet statistics. The company can measure the sales statistics that the
what is the number of sales before campaign and after campaign.
CONCLUSION
The study helps in understanding the campaign of Argo company. The study helps in
understanding the basic ideas behind campaign that how the promotion of product is performed.
It also helps in understanding the promotional mix used by company as well as promotional
channel used by them.

REFERENCES
Books and Journals
Chen, P.,and et.al., 2019. Promotional Pricing and Online Business Model Choice in the
Presence of Retail Competition. Omega.
Mullin, R., 2018. Promotional marketing. Routledge.
Stobbs, J., Zhou, Y. and Munro, R., 2019. Overview of United Kingdom Trade Mark and
Designs Cases 2018. IIC-International Review of Intellectual Property and Competition
Law, 50(3). pp.363-374.
Yang, D.J. and Lee, C.W., 2016. In-store promotional mix and the effects on female consumer
buying decisions in relation to cosmetic products. International Journal of Management,
Economics and Social Sciences, 5(2). pp.35-56.
Yang, N., and et.al., 2016. Determination of volatile marker compounds of common coffee roast
defects. Food chemistry, 211,.pp.206-214.
Online
Digital marketing in business. 2019 . [Online] Available through
<https://www.noomii.com/coach-blog/digital-marketing-in-business-8-channels-of-
promotion-and-their-advantages>
Argos. 2019. [Online] Available through <https://www.campaignlive.co.uk/article/argos-kicks-
off-its-biggest-marketing-campaign-mark-digital->