Johan Lewis Stores: A Comprehensive Digital Marketing Strategy

This report outlines a digital marketing strategy for Johan Lewis, a departmental store brand in Great Britain, focusing on leveraging opportunities to increase sales, particularly in the wedding gift market during and post-COVID. The strategy emphasizes the use of digital marketing tools, includi...Read More

DIGITAL MARKETING STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Market strategy............................................................................................................................3
SMART Objective.......................................................................................................................4
Customer Persona........................................................................................................................4
SOSTAC Planning.......................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Market Research is define as an organized method of gathering information from various
sources so that company can make an appropriated market strategy. Along with this, it plays
very important role in business strategy and major factor in maintaining sustainability of
company in competitive market. Furthermore, the present report is based on Johan Lewis stores
is a brand that deal in departmental store throughout the Great Britain. The study will discuss
on the various opportunity available for this organization and recommended appropriate
marketing strategy in order to gain full advantage of opportunity.
MAIN BODY
Market strategy
Johan Lewis organization has an opportunity of selling wedding gift during the time of Covid
and it help the company in increasing overall sales. Moreover, for enhancing this opportunity
firm can make use of various digital marketing as it will allow to cover large area of market.
Along with this, digital marketing is the process of selling the services and products on
various online platform. However, in the time of pandemic it is one of the best strategy for
running the business. This will help in connecting with the customer and identify the taste and
preference that contributes in making the products according to their needs (Bala and Verma,
2018). Along with this, with help of this strategy it will also allow organization in covering
the local as well as international area of marketing that will results in increasing the brand
awareness of firm. However, there are various other tools and techniques that will help the
company in increasing the overall sales. Johan Lewis can make use of SMM strategy or
affiliated marketing that will help the firm in increasing large revenue. Along with this,
organization can manufacture wedding gift as it is not very easily available in the market at
cheap price and good quality. With the help of digital marketing it can easily make the product
according to the market trend that will increase the sales as customer prefer such product
more. Moreover, it should cover the local market and then move to international level. Along
with this, it should focus on customer young and middle age as it is more interested in
purchasing gift. It should focus on selling the product at high rate as it will help in
attracting large premium customer. However, firm should be focusing on high level income
group people as it will be manufacturing premium product. In addition to this, products will be

available for specifically young and middle group people that will result in lowering the high
competition. Moreover, the organization can also adopt for Social media marketing strategy as
it will allow the company to engage with the customer through various online platform. It helps
in increasing the sales of the product by promoting them on various social sites. Along with
this, it allows organization to publish content that allows customer to get the knowledge about
the detail regarding the products and services. There are certain advantage of this strategy
such as better customer satisfaction that contributes in maintain the brand loyalty and establish
healthy relation with them (Saura, Ribeiro-Soriano and Palacios-Marqués, 2021). Moreover, it
helps in gaining better market insights that helps the company in identifying external and
internal factor that can affect the overall growth of the firm. However, with tools like data
analytical organization can get better understanding of needs and demands of market. It is
one of the most cost effective marketing strategy that will help organization saving the
operational cost.
SMART Objective
S: To increase the sales by 10%.
M: To make use of digital marketing tools.
A: To achieve the goals by 6 months.
R: To accomplish the objective within the limited frame of time.
T: To complete the aim in limited time set.
Customer Persona
Customer Name Background Interest
Love Quine She is 42year old women that
have an experience in
teaching. It belong to upper
middle class group.
She is interested in purchasing
products through online
marketing.
Johan He is an 18 year old university
student.
He is more interested in
buying products through
physical store.
Along with this, the organization will be focusing on the customer of young age and that are
interested in buying through online channels.

SOSTAC Planning
It is planning process that is used in digital marketing in order to implement proper planning.
Moreover, it is a process based structure for creating any form of marketing plan that can be
used for communicated to others. Along with this, it is consist of 6 steps such as situation,
objectives and strategy, tactics, action as well as control (Hewson, 2018). However, situation
analysis it is the first step that includes Swot analysis of specific digital tool and reviewing
the different aspect of micro environment that include customers and competitors. In addition
to this, it also involves reviewing of macro environment as it plays important role in making
strategy. Along with this, in the second stage organization has to develop the objectives such
as it will make use of SMM marketing channel in order to interact with the customer as well as
to sell their product online. Furthermore, the company has targeted the audience of high
income level as it will be selling premium products. The Johan Lewis has decided to
communicate with their customer through social sites and it will also make use of CRM
strategy.
CONCLUSION
From the above report it has been concluded that for sustaining in the market every
organization has to conduct market research. Along with this, it helps the company in
implementing appropriate business plan for running the company in the market.
Furthermore, Johan Lewis will making use of digital marketing that will help in selling
product through online channels. Moreover, it has concluded about the SOSTAC strategy
that will help the organization in developing business plan.

REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering. 8(10).pp.321-339.
Hewson, E. R., 2018. Students’ emotional engagement, motivation and behaviour over the life of
an online course: Reflections on two market research case studies. Journal of Interactive
Media in Education. 1(10).
Saura, J. R., 2021. Using data sciences in digital marketing: Framework, methods, and
performance metrics. Journal of Innovation & Knowledge.6(2). pp.92-102.
Saura, J. R., Ribeiro-Soriano, D. and Palacios-Marqués, D., 2021. Setting B2B digital marketing
in artificial intelligence-based CRMs: A review and directions for future
research. Industrial Marketing Management. 98. pp.161-178.
Online
A, B., 2018. [Online]. Available through <>
1