Strategic Marketing Plan: John Lewis's Deodorant Product in the USA

This report examines the strategic marketing plan of John Lewis, a UK-based department store chain, for the launch of a chocolate-fragranced deodorant in the United States. The report delves into the application of the marketing mix (product, price, place, promotion) and the Customer-Based Brand ...Read More

Strategic Marketing

EXECUTIVE SUMMARY
This project is about presenting about deodorant product with chocolate fragrance in
USA to expand their business operation in other location. The company main target are young
generation who are more self-aware about grooming their attributes for existing better in front of
people. There are two factors that includes internal and external environment that directly effect
their decision while introducing new good in the new market place of USA. This report also
covers the environmental aspects for analysing so that the decision of John lewis to carry out
new product in USA that will not directly affected.

EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Different elements of marketing mix.................................................................................3
2. Application of CBBE model to build strong brand image in new market.........................4
3. Concept of integrated marketing communication..............................................................6
4. Tools to measure marketing success and suggestions to improve in future.......................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10
1

INTRODUCTION
Strategic marketing can be defined as one of the most effective technique which is mainly
used by the companies so as to differentiate the products of their company with that of their
competitors. This is also considered as very effective in improving the strength of the company
as well. This can be used by the companies to take advantage of opportunities which will be arise
in future in the new as well as existing markets (Baker, 2014). It is basically utilised to examine
the needs of customers which are playing an effective role while creating the marketing plan of
the company. There are various kinds of benefits attached to it like customer satisfaction,
Improves company performance and higher profits. John lewis is the company which will be
referred in this report. It is basically a chain of high end departmental stores which is being
operated through out UK. They are having 50 stores throughout England, Scotland and Wales.
In the present report, different elements of marketing mix will be discussed along with
the application of CBBE model so as make a good brand image in the market. Also, the
application of integrated marketing communication and the tools to measure the market success
will also be determined.
TASK
1. Different elements of marketing mix
Marketing mix is very effective method and technique that can be used for developing and
making effectual schemes and policies regarding various factors such as product, price, place,
promotion, process and physical evidence (Bhattacharya, 2010). Along with this, it will assist in
providing opportunities for earning competitive benefits within the market area with the help of
effectiveness in business operation and its functions. Marketing mix is formulated and developed
by administration of John lewis which are offering deodorant with the chocolate fragrance for
young generation. There are various elements which are described as under:
 Product – John lewis introducing deodorant product with chocolate fragrance in the
market of US. They are target young generation of John lewis organisation which help in
increasing success and growth in the large market place. They are expanding their
business operation in the other countries by providing creative and innovative products
and services in proper manner. This can bringing profitable outcome to the firm if they
are making effective decisions regarding launching new product in the market of US.
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 Price – This is essential factor which required to be identified by administration after
evaluating and analysing the buying behaviour of customers and also spending with the
level. It can be analysed that John lewis company can set their deodorant product price
very reasonable for the each class of people.
 Place – This will includes that product where they are introducing their deodorant
product with chocolate fragrance. It will assist in providing the opportunities for
developing and building effective dispersion method. For this motive, the franchising
option can be adopted by an organisation.
 Promotion – This is that stage of process that assist in carrying their awareness among
customers regarding their various offers and discounts in the large market place (Berthon
and et. al., 2012). In this context, Deodorants are main product which are attracting large
number of buyers towards their fragrance and features.
2. Application of CBBE model to build strong brand image in new market
CBBE model: It can be defined as an effective model which is helping the company by
providing them opportunities to build a strong brand image in the marketplace. It is also being
called as customer based brand equity model which is given by Kevin Lane Keller. It is very
essential for the company to think about the customers and the type of products they like because
then only they will be able to apply this model in a proper manner and achieve positive results as
well. Along with this, the company is also required to render their business functions in most
effective manner through which customers can get positive response towards the brand as well.
In the current assignment, this model is being implemented by John lewis company to
develop their strong brand in U.S. which is basically a deodorant which will be launched in
chocolate flavour in market. This will be a very innovative move by the company because
through this they will influence the buying behaviour of customers (Pagani and Otto, 2013).
They have customers all over the world so they can also help the company to promote their new
product in the new country by recommending it to others or using various kinds of tools to
promote it. All these steps will have a direct impact on the image of the company which
contributes to improve the sales and profits f the company. The various steps which are
implemented to build strong brand image in U.S are defined below:
Step 1 Brand Identity- Who are you?
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This is the first step which is being undertaken by the management of John Lewis to generate
awareness about the kind of product they are launching in the market of U.S. It is very essential
for them// that the targeted people of U.S must know about their Chocolate flavoured deodorant
because then only they will be able to increase their sales and profits in that market (Bar‐Isaac,
Caruana and Cuñat, 2010).
John Lewis started promoting their deodorants by making use of various social media
tools and also giving free samples to the customers who are purchasing any kind of product their
supermarket chain. It is also very much necessary for the company to make use of a specific logo
so that it can be recognised in between other products as well.
Step 2 Brand meaning- What are you?
In this step, description is being rendered about what the brand means and what it stands
for. There are two factors which help the company in exploring it more effectively include
performance and imagery. John Lewis company will make use of this information regarding the
satisfaction the product will give to the customers of U.S.
Performance: This is also a very effective factor as it help the company in understanding that
whether the company in able to satisfy the needs and demands of the customers. John Lewis is
doing their operations in the market from a very long period of time and in an effective manner
as well. The deodorant is having a very good fra grance and that is why the company is confident
that they will grab the market of U.S as well in a very quick manner.
Imagery: This will tell about the ability of the products that whether it will be liked by the
customers or not and provide them appropriate level of satisfaction to them or not. But since
John Lewis is already an established brand so they are satisfying the needs and demands of the
customers.
Step 3 Brand responses- What d I think or Feel, About You?
In this, those kinds of activities will include through which the response of the customers
towards the brand can be noticed (Berthon and et. al., 2012). There are two parts through which
the views of the customers can be ascertained like in the form of judgements and feelings etc.
The management of John Lewis is required to analyse all those aspects through which they can
identify the judgement of customers towards brands:
Quality: This is the first factor which a customer’s checks while buying a particular product. If
the product is good quality then it will be liked by customers and vice versa.
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Credibility: Trough this factor, customers check that whether the product can be relied upon or
is worth purchasing again or not. If yes then it means that it will be used for longer time by
customers.
Consideration: It contains the relevance of the product that is being provided in the market as
per the choices of the customers.
Superiority: here, the company compares their brand with that of competitors and then analyse
the competition (Bhattacharya, 2010).
Step 4 Brand Resonance- How much of a connection would like to have with you?
This is the most effective part of the company where all the other company also wants reach.
Now after this they will be able to keep a good connection with the customers in the market. It
has further have four different categories which are need to achieve:
 Behavioural loyalty
 Attitudinal attachment
 Sense of community
 Active engagement
3. Concept of integrated marketing communication
Integrated marketing communication
Integrated marketing communication can be defined as to interacting with effective motto
or phrase to their staff members that can be used as core message. This is applied and
implementing an effective strategy where communication and marketing are totally connected
with each other for achieving their desired results in proper manner. Generally, brand is
recognised by their personal signs or symbol that reflect on creative message for customers is to
motivating them for purchasing their potential goods and services (Bar‐Isaac, Caruana and
Cuñat, 2010). There are various marketing activities or events that can be carried out effectively
and efficiently along with assistance for developing proper interaction and conversation in
improving number of buyers for an enterprise. There are certain process that can be conducted
that includes personal selling, sales promotion, advertisement and direct marketing.
Along with this, there are different types of importance which can attaining integrating
marketing with communicating so this will help in providing help to encourage their people
towards particular brand. This is that technique that can be used for making strong relation
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among their customers as well as company which assist in retaining their customers for long time
period.
Significance of combined marketing communication – IMC is important and effective
for John lewis so through this they can expand their business operation and functions in different
countries. This is very beneficial for an organisation so they are providing various advantages
such as appropriate outcome, cost saving, customer preferences, creative consistency and some
other. Such things are helpful in increasing the goodwill and reputation at global market place. In
addition to this, this will assist business for attracting huge number of buyers towards their
services and goods such as deodorant with chocolate fragrance (Chaffey and Ellis-Chadwick,
2016).
Public relation – John lewis is the multinational UK firm which mainly offer that deal in
offering deodorants with chocolate fragrance for large number of buyers in all over the world
(Baker, 2014). This will assist business venture that help in increasing customer feedback and
trust in their business operations.
Advertisement – It is one of the most and effective method for the John lewis for
promoting and advertising their company goods and services. They are using various types of
social media and print media that assist them in enhancing their income and sales.
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4. Tools to measure marketing success and suggestions to improve in future
Year Revenue
2013 7411
2014 7467
2015 8307
2016 9724
2017 10787
There are some possibilities for improving their structure at next level in the United state. Along
with this, there are favourable outcomes and results which establish terms in profitability and the
productivity of an organisation (Crane, Kawashima and Kawasaki, 2016). This is necessary for
comprising the cost of operations and activities that are need to managed and maintained in
organised manner. For controlling and managing the flow of export and import the specific
products for changing tax rate which are mainly affecting causes of enterprise profitableness in
effective manner.
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05/07/1905 06/07/1905 07/07/1905 08/07/1905 09/07/1905
0
2000
4000
6000
8000
10000
12000
7411 7467
8307
9724
10787
Revenue
Linear (Revenue)

CONCLUSION
According to the above mentioned report this can be concluded that expansion of business is
essential or important for the company. This will help in giving future success and growth that
help in increasing their income and sales in limited period of time. Along with this, there are
various technique and method that can be used by company to expanding their business at
international level that includes marketing mix, customer based equity model, integrated
marketing communication and many more. Such are highly effective and helpful for business
operations and its functions at international level.
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REFERENCES
Books and Journals
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bar‐Isaac, H., Caruana, G. and Cuñat, V., 2010. Information gathering and marketing. Journal of
Economics & Management Strategy. 19(2). pp.375-401.
Berthon, P.R. and et. al., 2012. Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy.Business horizons. 55(3). pp.261-271.
Bhattacharya, C.B. ed., 2010. Introduction to the special section on stakeholder marketing.
Journal of Public Policy & Marketing. 29(1). pp.1-3.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Crane, D., Kawashima, N. and Kawasaki, K.I. eds., 2016.Global culture: Media, arts, policy, and
globalization. Routledge.
Fulgoni, G. and Lella, A., 2014. Is Your Digital Marketing Strategy In Sync with Latino-User
Behavior?. Journal of Advertising Research. 54(3). pp.255-258.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Kapferer, J.N. and Bastien, V., 2012. The luxury strategy: break the rules of marketing to build
luxury brands. Kogan page publishers.
Lorenzo-Romero, C. and Constantinides, E., 2013. Social Media as Marketing Strategy: All
Explorative Study on Adoption and Use by Retailers. Social media in strategic
management, p.197.
Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science. 40(2). pp.271-289.
Nath, P., Nachiappan, S. and Ramanathan, R., 2010. The impact of marketing capability,
operations capability and diversification strategy on performance: A resource-based
view. Industrial Marketing Management. 39(2). pp.317-329.
Oly Ndubisi, N., 2012. Relationship quality: upshot of mindfulness-based marketing strategy in
small organisations.International Journal of Quality & Reliability Management.29(6).
pp.626-641.
Pagani, M. and Otto, P., 2013. Integrating strategic thinking and simulation in marketing
strategy: Seeing the whole system. Journal of Business Research. 66(9). pp.1568-1575.
Online
Segmentation,Targeting and Positioning (STP) 2018. [Online]. Available through:
<http://www.free-management-ebooks.com/news/stp-model/>.
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