John Lewis Marketing Strategy: Principles of Marketing MS4LC41O UWL

This report presents a comprehensive marketing plan for John Lewis, focusing on the introduction of a new baby food product. It outlines SMART objectives, analyzes the marketing mix (4Ps), and employs the BCG matrix for strategic decision-making. The report further develops marketing strategies using the Ansoff Matrix, exploring market penetration, development, product development, and diversification. Finally, it implements a customer-driven strategy through STP analysis (Segmentation, Targeting, and Positioning), emphasizing demographic segmentation and targeting children to enhance product popularity and customer relationships. The analysis aims to provide a robust framework for John Lewis to successfully launch and market its new product.

Principles of marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
An overview of business idea.....................................................................................................3
SMART Objectives -...................................................................................................................3
Objectives of business.................................................................................................................4
Marketing mix - ..........................................................................................................................5
Marketing analysis BCG.............................................................................................................5
Marketing developing strategy....................................................................................................6
Customer Driven Strategy...........................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The principles of marketing is a combination of marketing ideas which is used by various
organizations for developing an effective marketing strategy. It also assist the firm for run their
functions smoothly. Due to the effective use of various principles in marketing firm is able to
enhance the reach of new and existing product at various locations quickly (Al Hadi, Cahyo and
Budi, 2021). The chosen company is John Lewis and it is one type of retail based organization.
The company was established in 1864 and the head-office of this firm is situated in United
Kingdom. This company is dealing with wide range of products which includes clothing,
watches, giftware, cosmetics, financial services, housewares and so on. The report will be
covered introduction, objectives of marketing plan, discussion about marketing mix 4Ps,
Marketing analysis BCG matrix. It further covers marketing developing strategies and customer
driven strategies.
TASK
An overview of business idea
Here the selected company is John Lewis and the name of the product which are going to
introduce in market is baby food. The main reason for launching this type of product in market
is to provide healthy and tasty food to all children's and also for maintaining positive relations
with their clients for long time. With help of facilitating this type of products firm is able to
sustain the brand image and goodwill in market for long time. This type of food will assist the
firm for develop a strong customer base in large number. Due to the use of various marketing
strategies firm is able to enhance the awareness of their new product at maximum level in
various locations within low time. According to organization in this product only natural and
healthy ingredients are mixed which is highly beneficial for customer health.
SMART Objectives -
The SMART objectives is basically a concept or the set of five stages. The SMART
objectives is described the goals of the organization regarding their product and service. The
stages which are involved in smart objectives are described below -
 Specific – In this stage company required to deliver their product and services to
customers in specific manner. With help of providing specific details to users in both
offline and online mode, the reach of their new product are easily increased in market

internationally. Due to providing specific content to users, they easily understand the
importance and procedure of product and also get knowledge about that in which way the
product is used. The specified details assist the firm for generating revenue and profit at
higher rate for long duration.
 Measurable – Here measurable is defined as a success and failure rate of organization
which is totally depend on their new and existing products. In context to John Lewis,
their product baby food is highly success-able in market or in any location. Because in
today's time it is one of the product which is highly like to avail by users for their
children's. Due to utilizing this type of product the health of children are easily secured
for long time.
 Achievable – Here achievable is basically defined as gaining and accomplishing
something which includes profitability, market share, goodwill and others (Ali and
Anwar, 2021). With help of gaining market share and profitability firm easily expanded
their services and business activities at global level within low time. In this way
convenience are highly enhanced for users to buy the product within low time.
 Relevant – Relevancy is defined as a availability of reliable and meaningful data, which
is delivered by organization to customers regarding their goods and services. Due to
providing accurate and reliable information the trust and loyalty of buyers towards firm
are easily sustained in long term.
 Time bound – It is defined as one of the most important factor for organization in aspect
of delivering quality product to customers. Due to delivering products to customers in
time their goodwill are easily sustained in market for long time.
Objectives of business
 First objective of this organization is to facilitate tasty and hygienic food product to
customers such as children's or kids for protecting their health from various diseases.
 Second objective is to develop a strong social and positive connections with clients for
long durations.
 Thirdly generating revenue or portfolio of the firm with help of baby food for long time.
Due to enhancing revenue organization is able to expand their services and various
activities quickly in global manner.

Marketing mix -
The marketing mix is basically refer to the group of marketing techniques which is
concentrating as a part of comprehensive marketing plan. With help of utilizing this type of
technique firm is able to analysing the needs and desires of customer's effectively and in quick
manner. The marketing mix mainly consisting of four stages which is described below -
 Product – Here product is defined as a finished goods which is provided by company to
customers. In context to John Lewis, management are required to focus on quality in their
new product. It leads to sustain positive relations with clients for long time.
 Price – In context to John Lewis, management required to fix average and low price in
initial stage. Due to fixing effective pricing company is able to enhance their profit at
higher rate for long time.
 Place – In context to John Lewis, they must establish strong distribution channel through
both online and offline mode (Grubor and Jakša, 2018). With help of effective supply
chain company is able to deliver their products to users in time.
 Promotion – In context to John Lewis authority must utilize various promotional
techniques social media, online advertising and others. With help of these techniques
company is able to increase the popularity of their products at maximum level.
From the analysis of above marketing mix it is understood that the 4P's of marketing mix plays
the crucial role for fulfilling the needs and desires of targeted customer's in time. Here targeted
customers are children's which is highly beneficial and valuable for them.
Marketing analysis BCG
The BCG matrix is basically a planning technique which is used by organization for
providing a graphical representation of a company's services and goods to users. With help of
this technique company is able to decide which area the sale of their new product are increased.
The stages which are involved in this matrix are described below -
 Star – It is a first stage of this matrix and according to this John Lewis need to made
heavy investment in their goods and services for introducing effectively in market . With
help of huge investment company is able to enhance the availability of baby food product
through offline and online mode which leads to enhance customer base at large number.
 Cash cows – It is related with those products which has very low growth in market but
their market share are very high. Those type of product needed high improvement. In

respect of John Lewis, management must add flavours and ingredients in their baby food.
It leads to attract the buyers in large scale which leads to sustain their portfolio in market
for long time.
 Dogs – In this phase the products of company have low market share and low market
growth. This firm is working in the form of barrier for company regarding enhancing
profit. In this level it is highly essential for organization that they decrease the varieties of
dogs and improving and improving their situations.
 Question mark – The products which are comes under this stage are highly consumed
and liked by consumers (Kartika and Riana, 2020). For maintaining the popularity of new
and existing product organization required to made huge investment which leads to
sustain their goodwill in market for long time.
Marketing developing strategy
Ansoff Matrix -
It is defined as two by two framework which is used by company to assist, senior
manager, executives and marketer’s device strategy. In respect of John Lewis, management
utilized this technique for increasing their success rate at maximum level. The stages which are
involved Ansoff matrix are described below -
 Market penetration – Here the top level management utilized different tools or
strategies for increasing the growth and popularity of existing goods in existing market.
Those techniques are providing discount offers, enhancing promotion, delivery system
and others. Due to the effective use of these functions buyers are easily attracted in large
scale for availing the above mentioned goods for their children.
 Market development – This type of technique will assist the organization for entering in
new market with help of existing products. In this method goods are same but buyers are
different. In respect of John Lewis, they required to target those users who are very
beneficial and valuable for them and those are children's. Due to targeting those users the
popularity of their baby food are highly enhanced in low time.
 Product development – Here organization is launched their product in market with new
features and specifications for gaining high profit and market share within low time. In
this strategy company made high research for developing new product according
customer taste and preferences which is highly complicated and required heavy

investment. In respect of above mentioned company, management required to develop
their product with unique features which is for specific customers. Due to features the
sales of there are easily enhanced at higher rate within low time.
 Diversification – It is defined as introducing or launching new product such as baby food
in new market. But in some circumstances this type of tool is highly risky for firm in new
market. In relation to above mentioned company when management diversify their
product at wide range consumers are easily attracted at large scale for buying their new
products.
From the analysis of Ansoff matrix it is understand that the John Lewis have different
opportunities regarding delivering best and unique quality product to customers (Kolářová and
Kolářová, 2020). With help of facilitating flavoured and quality product to them higher authority
is able to sustain strong relation with them for long time. This matrix is also essential for
identifying the desires and needs of customer's quickly.
Customer Driven Strategy
STP Analysis -
The STP analysis is basically one type of strategy or process which is utilized by
organization for identifying the desires and wants of consumers quickly. Due to the effective use
of this strategy firm is able to sustain their competitive advantage in market for long time. STP
stands for segmentation, targeting and positioning which are described below -
 Segmentation – It is the first stage in STP process where customers are categorised into
different criteria. Those criteria are geographic, demograaphic, phychographic and others.
In aspect of geographic it is baased on the audience location. It may be region, country,
and others. In aspect of demograaphic it is based on variosu factors which includes age,
gender, profession, economic status and others. In context to John Lewis management is
required to classify their customers according to demographic criteria for enhancing the
sale of their baby food at maximum level. In this way firm is able to expand their
business at large scale.
 Targeting – Here targeted customers are children and due to this firm is able to enhance
the popularity of their product and goodwill at large scale. Due to targeting these type of
customers organization is able to enhance the value of their product in market and
customer mind effectively. With help of targeting these users company is able to develop

strong relationship with custoemrs for long time. The main reason for targeting these type
of users is that only they are valuable and they have the capacity for buying this product
at large scale. This is the stage where you decide which segments you created during the
segmentation phase are worth pursuing. In this way the productivity level of company are
easily maintained at maaximum level for long time.
 Positioning – It is a third and last stage in STP process where company are tried to
enhance the popularity of their product effectively with help of using various digital
platforms and promotional techniques. In context to John Lewis management need to
utilize social media effectfively (Olha, Viktoriya and Samuel, 2019). Because with help
of social media the reach of their services and products are highly increased within low
time. In todays time social media is one of the plat form which is highly used by all types
of customers for buying the product with in low time
After the analysis of STP it is understood that beneficial and valuable customers are highly
important for company success and growth. Segmenting the audience into smaller groups based
on specific attributes gives you better clarity on who benefits the most out of your product and
how. With this clarity, you can make your messages more focused and relevant to target groups.
This model assist the firm for discover our most optimal target audiences and segments,
determine which segments are the best for us, and help us position our business to the said
segments. Best audience assist the firm for enhancing their communication at large scale.

CONCLUSION
After the analysis of above data, it concludes that effective marketing plan is highly
essential for enhancing the growth and success rate of organization or business at higher rate.
The various types of strategies which is highly effective in marketing plan are use of social
media, online advertising, email marketing and so on. In today's time baby food is one of the
trending food which is highly purchased by customers for their kids. Due to this John Lewis is
decided to introduce this type of product in market with new flavours and taste. The report will
be covered introduction, objectives of marketing plan, discussion about marketing mix 4Ps,
Marketing analysis BCG matrix. It further covers marketing developing strategies and customer
driven strategies.

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