Integrated Marketing Communication Strategies: David Jones Case Study

This report provides a comprehensive analysis of David Jones' integrated marketing communication (IMC) strategies. It begins with an introduction to IMC and its significance, followed by an examination of the SIVA framework in the context of David Jones' marketing efforts. The report then delves into the IMC practices employed by David Jones, focusing on digital marketing, social media, sales promotion, and sponsorship. The analysis highlights the company's shift towards an Omni-channel approach, leveraging social media and digital platforms to enhance customer engagement and brand awareness. The report further explores specific campaigns, such as the "Everything under the Sun" and "Christmas shopping destination down under," evaluating their impact and effectiveness. The conclusion summarizes the key findings, emphasizing the importance of effective communication channels in maintaining profitability and brand equity. The report offers recommendations, including the adoption of guerrilla marketing, development of compelling campaigns, personalized customer experiences, and a focus on current market trends and communication channels. The report is a valuable resource for students studying marketing and business, providing real-world insights into the challenges and opportunities of IMC in the retail industry.

Integrated marketing communication 0
Integrated Marketing Communication
Student’s Name
4/9/2019

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Contents
Introduction................................................................................................................................2
SIVA framework........................................................................................................................4
IMC practice at David Jones......................................................................................................5
Conclusion..................................................................................................................................6
Recommendations......................................................................................................................7
References..................................................................................................................................8
Appendix 1...............................................................................................................................11
Appendix 2...............................................................................................................................13
Appendix 3...............................................................................................................................14

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Introduction
Integrated marketing deliciously blends all the various disciplines of selling a product
or service into one unified battle strategy. It integrates all the communication tools to
properly communicate the strong message about the brand. Integrated marketing strategy
helps in developing strong brand equity and holding a strong reputation in the market
(Luxton, Reid, & Mavondo, 2015).
According to the financial report 2018, David Jones suffered a 25% plunge in the
profits which is $712.5 million loss suffered by the company in the year 2018. The loss faced
by the company developed the emerging need to bring transformation in the current
communication strategy and adopt the contemporary communication channels to create brand
awareness and develop strong brand equity. The company has shifted its focus on Asian
customers and added different strategies to attract potential customers (David Jones, 2019).
The report will describe the integrated marketing communication of David Jones, one
of the leading premium retailers in Australia. It is the oldest continuously operating store in
the world and delivers superior quality product and services across national and international
brands in fashion, beauty, food, technology, and homewares (David Jones, 2019).
Due to declining sales, the company has decided to realign its marketing strategy with more
focus on social media marketing. The usage of different communication tools will help the
company in developing a strong brand identity and increase the sales of the company.
Social Media and Digital Marketing
Digital marketing is considered as an emerging marketing tool to communicate with
the customers. It includes all the marketing efforts that use electronic device or internet such

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as search engines, email, websites, and social media to unite with the existing and prospective
customers. According to the annual report, David Jones is targeting the online community
and gearing to become the Omni Channel retailer by providing the shopping options at the
online store, mobile web store and social commerce store (Blakeman, 2018).
It is analyzed that David Jones has partnered with Columbus agency and has
remarketed its strategies to turn the website visitors from browsers to buyers. It has used
remarketing lists for search ads (RLSA), Google Display Network (GDN).
Considering David Jones, as per Appendix 1, has developed an online website and
uses social media platforms to promote the image. The company has coincided with
Facebook and developed want to click along with the like click to promote the sales. The
company has promoted 9000 products on its online website to provide ease to the customers.
The company uses Twitter and Instagram page to connect to the customers It showcases its
recent opening of the new store and provides the platform to the customers to interact with
the company (Manser Payne, Peltier & Barger, 2017).
Sales Promotion
Sales promotion tool is used to boost the sale in the short term. This communication
tool helps in enticing the customers and offering discounts, coupons and has designed offline
and online gift cards for its customers. Referring to Appendix 2, the company has recently
developed a promo code for April 2019. It offers clothing, shoes, and accessory at 50% off. It
has developed an e-gift card, classic black or berry gift card which provides the rewards and
incentives ranges from $5 to $ 4999. Such strategies turn prospective customers into loyal
ones (Finne & Gronroos, 2017).
Sponsorship

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This tool is the emerging communication tool that drives deeper association between
the company and the public. It is analyzed that David Jones responsibly communicates to the
public by involving more in the sponsorship programmes. It has designed various
sponsorships with the non-profit organization to effectively contribute towards the
community and develop a positive brand image (David Jones, 2019).
Considering Appendix 2, the company has designed various events like the Easter
event in which it brings the family together with its kids and has developed various activities
to involve kids at Elizabeth Street. Another event was “Our generation A-pup event” in
which the kids can bring their dolls and can choose plush dogs to click pictures. The
participants will receive free gifts. The company has sponsored with Mac and provided the
chance to the customers to personalize their SPF foundation and test the shades. These events
help in engaging the customers and creating brand awareness (Bruhn & Schnebelen, 2017).
To promote the sales of the company it has designed a price promise policy in which
it offers a lower price for the product as compared to its competitors. The company promises
to pay a lower price in comparison to its competitors. It is analyzed that the profits of the
company plunged from $ 39 to $ 36 and the company has huge stock availability it provided
$ 20% discounts to boost the sale and clear the stock. The company has designed regional
loyalty programs for targeting the affluent Australian customers and providing rewards to
them. (Think with Google, 2017).
SIVA framework
According to the financial report 2018, David Jones has suffered a plunge in its sales
and hampers the brand image of the company. Considering the Appendix 3, “Everything
under the Sun” campaign of David Jones SIVA framework could be used to resolve the
problem and increase the sales of the company.

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Solution- David Jones has launched its spring-summer campaign to showcase
the curated look at the trends across the Womenswear and Menswear. It
showcases the vibrant array of designers from Australia and beyond. The
company focused on recreating its brand image by delivering an online and in-
store experience to its customers. The company provides discounts and offers
to boost its sales.
The information-the campaign was launched on various social media
platforms and information was shared through advertising, outdoor, inserts,
catalogues and YouTube channel. It promotes its campaign on Facebook,
Twitter, Instagram and the official website on David Jones.
Value- It is analyzed that the campaign has added value by increasing the
sales of the company from 13. 4% and has delivered an improvised experience
to its customers.
Access-The company provides in-store and online access to its customers. It
has transformed from traditional to digital ways to showcase its product and
service and enhance the customer experience (My virtual marketing manager,
2019).
IMC practice at David Jones
It is analyzed that the company suffers a plunge in its sales because the target market
of the company was confined to high-income groups and used the traditional methods to
promote the sales which include TV, catalogues and press ads. The company focused on
transforming its marketing strategy and focused on creating the Omni Channel (Gopal, 2015).
It has transformed from traditional to contemporary platforms to increase sales and
deliver a valuable experience to its customers. The company has started targeting Asian

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customers and has added new staff and service delivery methods. To boost the sales of the
company it has developed a new loyalty programme and provides the personal selling
experience to its potential customers (Cameron, 2015).
To increase the sales the company has partnered with Carat and Amnet to launch
YouTube campaign fuelled by DoubleClick’s specific targeting and uniquely Australian
creative. This campaign was launched to get a deep insight into potential customers and make
a genuine connection with Aussie. Referring to Appendix 3, It launched a campaign
“Christmas shopping destination down under” the ad focused on different ways to
celebrate Christmas and showcased the wide range of products with a unique catch line “For
whatever way you do it, David Jones can make it happen.” Using the Google audience
solutions for true value campaigns of David Jones the company is able to target the right
consumer at the right time (Think with Google, 2017).
It has transformed its communication channel from traditional to the contemporary
ones to boost sales and get a deep insight into the target market. Adoption of contemporary
channels helps in tapping a larger market and creates a strong brand position.
Conclusion
From the above analysis, it is crucial to note that communication channels play a
major role in maintaining the profitability of the company. It helps in creating strong brand
equity and brand awareness. It is scrutinized that David Jones suffered a plunge in its sale due
to lack of effective communication channels and the appropriate target market.
The company has focused on bringing transformation by adopting Google Audience
solutions and shifting from traditional to a contemporary form of promotion. It has increased

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its online presence by showcasing its products on social media platforms and enhancing
service delivery to the customers.
It has advanced online and in-store services by adding more products and providing
ease to the customers. The usage of the sales promotion tools like 50% off, gift cards, the
loyalty program for the customers to increase the sales and deliver a valuable experience. It
has used the SIVA framework to analyze the problem and design a better solution. The
practice of integrated marketing communication channels will add up the profitability to the
business and increase the brand identity of the company.
Recommendations
Involvement of Guerrilla marketing
The company must focus on adopting new marketing strategy i.e. guerrilla marketing
to engage customers and deliver a memorable experience to them. This will involve
designing activities that involve customers and in turn pay the rewards to the winner.
The low-cost tactics will help in engaging customers and increasing the base of
potential customers.
Development of campaigns that delivers a strong message
Designing of the campaign must include the catchy lines that deliver a strong message
and make the customers understand the product and the services offered by the
company. It must develop an emotional connection and must leave a greater influence
on the customers (CMO, 2019).
Providing personalized experience
The sales of the company are directly linked to the degree of satisfaction the
customers have received. However, the company must deliver personalized
experience by engaging more with the customers and providing quick service. It must

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increase the operational efficiency by providing effective training to the staff and
must behave well with the customers.
More focus on the changing trends
The main reason for the success of its closest competitors is the involvement of
creativity and developing a one-stop solution for all the requirements. The company
must analyze the trends and must provide a wide variety of choices to its customers.
David Jones must develop more fashionable products according to the requirements
considering the quality and pricing of the product (CMO, 2019).
Adoption of More communication Channels
The company must majorly focus on involving direct marketing and must make an
investment in creating proper brand awareness. It must involve more coverage on
social media platforms and must design attractive pages that are able to persuade the
buying behaviors of the customers.

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References
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of
Marketing, 51(3), 464-489
Cameron, N. (2015) CMO interview: David Jones' marketing chief on data, loyalty and
turning around a retailer. Retrieved from:
https://www.cmo.com.au/article/588183/cmo-interview-david-jones-marketing-chief-
data-loyalty-turning-around-retailer/
CMO. (2019). CMO50 #15: David Robinson, David Jones. Retrieved from:
https://www.cmo.com.au/article/589180/cmo50-15-david-robinson-david-jones/
David Jones. (2019) Facebook page. Retrieved from:
https://www.facebook.com/davidjonesstore/
David Jones. (2019) Instagram page. Retrieved from:
https://www.instagram.com/davidjonesstore/
David Jones. (2019) Twitter page. Retrieved from: https://twitter.com/DavidJonesStore
David Jones. (2019). About us. Retrieved from: https://www.davidjones.com/about-us/the-
story-of-david-jones
David Jones. (2019). what’s on & events. Retrieved from:
https://www.davidjones.com/stores/whats-on-and-events
Finne, A. & Gronroos, C. (2017). Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), 445-463

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Gopal, S. (2015). New Strategy for David Jones. Retrieved from:
https://www.powerretail.com.au/multichannel/new-strategy-for-david-jones/
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46
Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing,
integrated marketing communications, and consumer engagement: A research
agenda. Journal of Research in Interactive Marketing, 11(2), 185-197
Mumbrella. (2017). David Jones launches Spring Summer 2017 campaign. Retrieved from:
https://mumbrella.com.au/david-jones-launches-spring-summer-2017-campaign-
462971
My virtual marketing manager. (2019). SIVA the new marketing mix. Retrieved from:
https://mvmm.com.au/siva-the-new-marketing-mix/
Think with Google. (2017). Australia’s David Jones engages high-value shoppers with
Double Click fuelled True View campaign. Retrieved from:
C:/Users/System04092/Downloads/TWG_AU_1C_DavidJones_CaseStudy_112917%
20(1).pdf

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Appendix 1
David Jones online website
(David Jones, 2019)
David Jones Facebook page
(David Jones, 2019)