Marketing Strategies of Debenhams: Promotional Mix and AIDA Model

This report offers a comprehensive analysis of Debenhams' promotional strategies, examining its marketing mix, including advertising, public relations, sales promotion, personal selling, direct marketing, internet marketing, and sponsorship. The report delves into the practical application of these tactics, providing insights into how Debenhams reaches its target audience and builds brand awareness. Furthermore, the study applies the AIDA model to evaluate the effectiveness of Debenhams' promotional efforts, alongside a review of the communication process model. The report concludes with an evaluation of the strengths and weaknesses of Debenhams' marketing strategies and the recommendations for the improvement of the promotional activities. The report is based on the assignment brief for the Principles and Practices of Marketing course and covers the promotional strategies of a UK based fashion retailer.

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
fashion and self-identity. Advertising is one of the most important forms of brand promotions for
the company.
2.2 Public Relations
Debenhams is one of the most recognized brands in the UK. The company has a
dedicated PR teams that is always engaged through different communication means with the
customers. One of the most important functional areas of the PR team of Debenhams is
developing positive media stories about the organization. Debenhams is considered to be among
the best clothing brands in the UK. The PR functions are at par with some of the best PR
practices in the clothing industry. Popular market research firm YouGov’s website report shows
that Debenhams is the 8th most popular clothing retail store in the country (YouGov 2020).
Debenhams is easily identifiable by the young people of the UK. It is considered to be one of the
unique fashion retailers of the country due to the variety of the other products that are also
available in the company. Debenhams is a well reputed fashion wear store across various
households in the country. There are various articles that are supported by the company and
promote the missions and visions of the company. In the recent years, the focus has been on
promoting the sustainable values that are associated with the manufacture of clothing by the
company.
2.3 Sales Promotion
Sales promotions are done extensively through external spaces and digital platforms.
Presently, both the external spaces like advertising billboards and digital platforms like social
media are becoming very important for the company. The most important strategies taken by the
company are loyalty schemes and discounts. These are done to retain the long standing
customers of the company and gain newer customers. Referral schemes are also available at
Debenhams. The company is well known for providing special discounts for new fashion wear.
Sales promotions is also done through the usage of the third parties such as the news and print
media. There are various modes and methods of reaching people that are used by the
organization. The company uses online audience reaching methods that focus on engaging more
with the customers ("Debenhams Launch Nu Minimalist-Inspired Clothing Line Kley". Grazia
2019). The sales promotions also depend on the seasonal sale that happen at various times of the
years. The digital platforms like social media also become important in this case. The discounts
for loyalty are at times attached to the social media profiles of the customers. Loyalty is treated
much importantly by the company.
2.4 Personal selling
Personal selling is done through various ways. However, the most important way for the
company to reach out to the customers is through the touch points. The touch points are located
across various central marketing areas across different cities in the UK. The staff members are
trained on the various offers and discounts that the organization offers. Moving forward, the
members are also informed about the various market trends that are present in the industry. The
touch points act as special places where effective personal selling can take place. The staff
members need to comply with the sales oriented rules that are present in the company. The staff
members are required to be prompt and active at all times while engaging with the customers.
They need to focus on the needs of the customers. Hence, they would need to pay more attention
to what the customers are willing to pay for. The touch points are also designed as brand

information and product information centres. It helps to distinguish between the various types of
customers. There is strong focus on learning about the customers and use promotions that best
suit their needs and demands from the brand. Personal selling becomes a personalized form of
brand promotions for the organization.
2.5 Direct marketing
This is an important part of the promotional aspects that are associated with Debenhams.
Direct marketing is done through emails and other messages that are sent through various
mediums. The specific marketing functions are much dependent on the personal preferences of
the customers. Digital platforms like Instagram is utilized to create better promotional value for
the customers. However, this is not the only medium that is used by the company to enhance
their sales oriented values. The promotions that are normally sent to the people are seasons
discount, event information, new product ranges, brand value aspects. The newsletters sent to the
customers are important forms of promotions that are undertaken by the organization. Better
values are created for the customers through the introduction of better personalized values. The
newsletter are developed by understanding the customer preferences. The customers’ tastes and
prferences are known through obtaining customer information that is most helpful in
understanding the customers. Value added promotions helps to create unique customer
interactions for the organization. The type of direct marketing communications are not related to
the promotional aspects alone. The future directions of the company are also sent to a select
number of customers to help them understand about the growth prospects of the organization.
2.6 Internet marketing
The internet marketing functions of the organization has become very important in the
present times for the company. The internet marketing aspects concern the effective development
of platforms through which the larger number of customers can be reached. The owned
promotional channels are the website of the company, the social networking pages and the
various mails of the company. The paid channels are the paid social media promotions and other
similar activities that take place through various social media platforms. Internet marketing is
one of the most important promotional devices for the organization. The company focuses more
effectively on the messages that are provided to the various customers. Another important
channel used by Debenhams is earned media channel. This media channels are various types of
blogs, online articles and websites that focus on the fashion industry. The paid media is used to
strategically promote the various items that form the best offerings of Debenhams. These media
devices are used to promote the value to the customers. The owned media channels are used to
optimize the interactive experiences of the customers, these are also aligned with the marketing
requirements for the organization. There is a focus on developing better strategies to improve the
marketing functional areas of the organization. The earned channels have become more
important for the organization. The best in fashion is promoted through the various influencers in
channels such as Youtube. The company aligns this with the internet marketing aspects to
improve their marketing development.
2.7 Sponsorship
The company sponsors various events that focus on improving the image of the
organization. The company has a special focus on sustainability drives. The focus is further on
equality, community and the environment. Subsequently, the company organizes and sponsors
various events in line with the CSR factors that are more focused. The company sponsors ethical
trade and the various health and welfare schemes for the various outsourced workers that are

currently engaged with the company. The company is in favour of pay equality. Debenhams
engages in fundraising functions. The company sponsors various charities that support the local
communities. Already in various areas of the UK the company has sponsored community centres
and healthcare centres that are focused on improving the community living standards. The
company also sponsors various recycling activities to make sure that it stays committed to the
environmental standards. Five focus areas for sponsorships are emission, energy, waste, water
and sustainability.
3. Conclusion
In conclusion, Debenhams have been able to establish a promotional framework that
ensures all-round promotional value for the organization. The organization has been effectively
engaged with its audiences and ensured effective communication. However, proper review
frameworks also need to be created to monitor the vast promotional activities.
Task 2
1. AIDA model
1.1 Definition
The AIDA model is model for promotions and marketing. It forms the acronym for,
attention, interest, desire and action. The model describes the steps a customer goes through
while purchasing any commodity or service (Harun, Noor and Rahman 2018). The basic aspects
of the model are associated with 1. Attracting the attention of the customers, 2. Maintaining the
interest after gaining attention, 3. Create desire in the customer or persuade the customer and 4.
After desire is aroused the action needs to be taken or the purchase need to be made. Hence, this
model concerns the four step process that the customer goes through while purchasing any
product or service. The model if used effectively, can help to reach target customers better
through the development of better marketing and promotions strategies.

1.2 Application in Debenhams
Debenhams judiciously uses the AIDA framework to reach out to its target customers.
One of the most important and effective campaigns of Debenhams can be used to understand the
application of this model in the marketing strategies. The “Do a bit of Debenhams” campaign
can be selected as a good example of this model. This was a playful take on the heritage of the
organization that spans 200 years. The campaign included a series of messages with illustrations.
There were consecutive messages like, “do a bit of stopping traffic”, “do a bit of new show
policy”, “Do a must have fluff” and “do a bit of “best foot forward. There were other similar
messages that were provided through the campaign.
Attention- The viewers’ attention was brought towards the fashion wear brand value that
Debenhams provide. The colourful illustrations and images were effective in gaining the
audiences’ attention.
Interest- Interest was created about the campaign in regards to what the consumers can do to
connect with the brand. It was like the way of Debenhams that is good for the consumers.
Desire- The desire to buy new shoes and clothes and other fashion accessories were created in
the minds of the potential buyers.
Action- The marketing framework was aligned with the latest in fashion clothing, apparels, shoes
and other fashion wear that were being provided by the company. The AIDA framework was
aligned with the products.
1.3 Evaluation and effectiveness
The marketing campaign was effective as it preceded good sales for the company. The
campaign was highly influential among the customers. The revenue increased at the time for
Debenhams. The campaign also greatly enhanced the digital business prospects of the company
with a 20% increase in digital sales. The company was able to garner significant amount of likes
and shares on multiple social media platforms. It rejuvenated the efforts of the company as they
focused on improving their recently dropping sales figures. The campaign nonetheless was
successful in gaining the attention of the target audiences the best way possible. The campaign
was further effective as it created a better communicational factor with the target audiences.
2. Communication process model
2.1 Definition
The communications process model of marketing involves certain steps that are
important in effectively communicating with the target audiences. These steps involve in
progressive order, the context, the sender or encoder, the message, the medium and the recipient
and feedback at the end. It is a complete communications process that helps to communicate the
entire meaning of the message to the receiver. The message is important in this case as it goes
through the different phases to go to the receiver (Hagger et al. 2017).

2.2 Application in Debenhams
Debenhams greeted their customers with a special twitter message on St. Patrick’s day. It
was a series of messages that were sent to the customers to understand the value of the festival
and bring forward new line of fashion clothing as part of the festive day. A series of messages
were sent with various representations of the fashion offerings celebrating St. Patricks day. The
model was effectively applied by Debenhams to create a more meaningful and interactive St.
Patrick’s day campaign. In this case the context was selected to be St. Patricks day. The sender
or encoder was Debenhams online and social media promotions team. The message was
concerning the fashion wear that went the best with St. Patrick’s day. Since, the festival is even
bigger for Ireland, the message had Irish imagery. The medium was social media since this was
being sent to the online audiences of social media. The recipient were the various customers of
Debenhams and the loyal followers. The feedback process was initiated through the provision of
the retweet options. This was fairly effective as the audiences provided their opinions through
the retweet options and provided their likes or love.
2.3 Evaluation and effectiveness
The series of advertisements were effective as a number of likes and retweet were
received as a result of the same. The advertisement in twitter managed to get many likes from the
Debenhams customers. The tweet was a regular tweet but the feedback received on the products
helped the company to improve their product offerings. The communications framework helped
to provide a stronger and more effective setup to the organizations marketing plans. It was a very
good social media engagement exercise that was seen by the target audiences. It is important that
more such evaluative aspects are given importance in the future.

References
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