Marketing Report: John Lewis Strategies, Research, and Marketing Mix

This report delves into the marketing strategies and legal constraints affecting John Lewis, a UK-based company. It examines various strategies, including market penetration, market development, product development, and diversification, using the Ansoff matrix. The report also addresses legal limitations in marketing, such as the Sales of Goods Act, Consumer Protection from Unfair Trading Regulations, and Consumer Credit Act. Furthermore, it explores the use of marketing research, differentiating between qualitative and quantitative approaches, and the utilization of primary and secondary research. The report analyzes how John Lewis uses collected data to inform product design, packaging, and decision-making. It also discusses the target customer groups for different products, such as clothing and financial services, and concludes with an overview of the marketing mix, including product, price, place, and promotion strategies. This report provides a comprehensive understanding of marketing principles in a real-world context.

Unit 3 – Introduction to Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Growth and survival marketing strategies..............................................................................1
P2 Limitations and constraints of marketing in legal perspective...............................................2
TASK 2............................................................................................................................................3
P3 Use of marketing research .....................................................................................................3
P4 Utilization of data and information collected through marketing research...........................4
TASK 3............................................................................................................................................4
P5 Groups of customers targeted for different products..............................................................4
TASK 4............................................................................................................................................5
P6 Marketing mix .......................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the process of buying and selling of products and services through different
marketing strategies such as advertising, personal selling, direct selling etc(Krishna and et. al.,
2017). The main aim of marketing is to build relation with customers for satisfying their needs
and wants.
Present study will be based on John Lewis. It is an employee owned UK company that
operates in supermarkets, banking and providing financial services.
Report will include marketing strategies and survival strategies that helps in branding and
relationship marketing and legal requirements in marketing. It also includes different marketing
research and plan for future. Furthermore, it will include segmentation, targeting and marketing
mix of a new product.
TASK 1
P1 Growth and survival marketing strategies
Ans off matrix is generally focused on present and potential products and markets. There
are four quadrants that consist of existing product and new product on the horizontal axis and
existing and new market on vertical axis (Kumar, Keller and Lemon, 2016). This strategy will
help in growth of product in the market. It includes different strategies such as market
penetration, market development, product development and diversification.
Market Penetration:- In this strategy BBC is trying to grow its market share and offering
products in the existing market. It helps in increasing market share as in this price is decrease,
there is more investment done on promotion and distribution. In John Lewis at this stage product
is being sold in the market at lower price. This strategy will help in gaining more advantage
through different product selling strategy.
Market development:- In this BBC is trying to expand its market into different geographical
location. They provide differentiated product in the market that will help in producing different
products. In starting unique product is being sold into the market as there are so many products
available in the market.
Product development:- In this strategy new product is being developed in the existing market
that will help in creating new ideas and innovation (Gummesson, 2017). This will help BBC in
creating more products as it is providing telecommunication services to its customers. Similarly,
product development is being provided in the future course of action.
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Diversification:- In this new product is being developed in the new market. When BBC entered
into the market then it also introduces new product in the market. At this stage John Lewis is also
introducing new product in the new market.
Therefore, this matrix will help in marketing products and provide relationship and
branding in the market. For surviving in the market innovation will be done so that more
consumers will attract towards the company. Branding also helps in selling product and
increasing market share for future. Thus, BBC and John Lewis is using strategies for growth and
survival in the market.
P2 Limitations and constraints of marketing in legal perspective
Sales of goods act, 1979:- This law indicate that selling product and services is legal. For
example: if we are selling a particular product then it will have to give proper description to
customer regarding its durability. This states that sample that is being provided to the customer
will be same as quality as company is giving in actual (Chandon, Laurent and Valette-Florence,
2016). Like some companies is not selling product without providing description into the market
and only show pictures in the newspaper. As diesel also sell its product without use of catalogue
it is having legal right to sell.
Consumer protection from Unfair trading Regulations 2008:- This law states that sellers
have to behave with the consumer fairly and honestly. If they are not behaving good then it will
be unfair trade practice with respect consumer. For example: Kellogg s is selling product and its
trader is not behaving good with consumer then they will not come again to purchase product. Its
prime duty of seller to behave properly with their consumer.
Consumer Credit Act 1974:- This law states that consumer are given goods and services on
credit. In this also licensed will be there for credit sale otherwise it will be criminal offence and
the trader may sent to imprisonment. For example:- This law is not applicable to Kellog's as they
are not offer products on credit basis.
Consumer protection:- This law states that consumer will be protected from traders as they are
not doing any fraud with them regarding product and services. For example:- Kellog's and Diesel
is selling products and services to its customers by fairly means not doing any fraud with
customers.
Distance Selling:- This law is related to purchasing product online. It can be purchased through
mail, social media networking or any other digital platform etc (Williams, 2017). For example:
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On social media product is being sold directly to the customer without involving any mediator
between them. This helps in providing easy delivery to customers.
TASK 2
P3 Use of marketing research
Marketing research refers to the process that provides knowledge towards the market
regarding product and services that is offered in the market. It helps in identifying opportunities,
problem so that it can be solved for the purpose of improving performance in the future.
Qualitative Research:- This research doesn't contain any numeric figure and is not expressed in
this form. This approach helps in providing various forms of information that is related to
customers in the marketplace (Fan, Lau and Zhao, 2015). This research helps in providing
theoretical data that has been useful the market researcher to conduct various aspects of the
company. As John Lewis is dealing in financial services for that it requires information regarding
various aspects such as what is the market condition and how flow of cash in the economy.
Quantitative Research:- This research includes numeric data that is collected from the survey
that is being done through various marketing research format. Through this research John Lewis
is able to use the data that is being collected while conducting research in the market. This
research provides numerical value that will be easy to evaluate the position of the company and
also helps in development of marketing plan.
Primary research:- Primary research is being conducted for the purpose of doing survey in the
market. This will help in getting data from outside the company as well. This research is being
conducted to analyse the market situation that will help in development of the marketing plan.
This will emphasize on collecting data from each and every individual. This research will help in
getting views from the different persons that will help in getting more knowledge about the
market. This research helps in collecting real time data that will be more reliable for John Lewis
company.
Secondary Research:- It provides second hand information to the researcher as it is getting from
the newspaper, magazines, books and journals etc (Stead and Hastings, 2018). It is will help in
development of the marketing plan of John Lewis as past data is also being collected through this
resource. This helps in providing all the information that is available since many years as it is
useful for many reasons.
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P4 Utilization of data and information collected through marketing research
John Lewis uses data that is being collected through research as while making products
and providing services to the customers. It can use it in designing and packaging of product that
will help in attracting more customers towards it. After conducting marketing research John
Lewis properly used information that is providing more knowledge that will help in taking
decision for the future course of action. It is being taken into account that research will help in
getting information from various aspects of market that will be more suitable in taking decision
for the future. The data that is being collected will be useful for conducting various aspects that
is being best suited for growth.
Marketing research helps in providing strength to John Lewis as information is getting
from different sources that is useful for the company. Research also helps in minimizing risk that
will be useful for the John Lewis. It identifies threats and opportunities that will be utilized for
the purpose of getting information. It provides strategic planning into the business that will
enhance growth in the future (Priya, Zunke and Mitra, 2016). It will be useful for various
purposes in taking decision regarding finance, marketing, human resource etc. Research also
helps in getting involved in the trends that is running in the market. This helps in preparing
company for remaining competitive in the market. It also emphasizes on the customer needs and
wants that enables in future growth perspective.
TASK 3
P5 Groups of customers targeted for different products
BBC is providing telecom services to the public in United Kingdom and is the largest
broadcaster in the world. As its product is providing broadcast services such as radio, television
and online services in Arabic and Persian. It is targeting customers who are using television,
radio in their homes. As it is also providing online services to the people in UK. It will targeting
customers for the purpose of increasing sales in the market. There are so many customers so it
will be difficult to reach each and every customer in the world. BBC is mainly targeting
customers who are more using telecom services like offices in United Kingdom that deal with
marketing or sales sector that required more services regarding to various aspects of the
customer. They are targeting people who are using telecom services much more as compared to
other people in the country. It also provides services like Wi-Fi, i-player etc. this will attract
more customers towards the company.
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John Lewis is selling products such as Clothing, Financial services etc. As younger age
group is targeted for clothing sector that is being produced in the market. Nowadays young
people are more involved with the clothing as they are running with them. Younger people are
more involved in the clothing sector especially females so the company is targeting them to
purchase products from them. Older age people are more focused on financial services that will
be useful for the future (Dewi and Suryawardani, 2019). They showcase their interest in the
investment so John lewis is taregting old age people for dealing in financial services of the
company.
TASK 4
P6 Marketing mix
Marketing mix refers to the combination of different elements that is being used for
introducing new product in the marketplace. It consists of product, price, place and promotion.
Product
Company is manufacturing the product based on its designing, packing and various other
aspects that helps in producing the best product in market. It is made to satisfy the needs and
wants of the customer. If the product is selling into the market it must have some features that
will be useful the customer. So it is necessary to manufacture the best product that will increase
sales and profit of the company.
Price
Product price is being decided based on the market condition as if there is recession in the
market then the price is so high and consumers are not purchasing product (Camilleri, 2018).
This will provide help to company for creating larger share in the market.
Place
Place also plays an important role in selling product in the marketplace. It is necessary to
sell product at the right place so before selling it is necessary to decide the place where sales is
more where the product is more suitable for the company to expand its market.
Promotion
It is necessary while introducing new product in the market to promote it into the
marketplace. This will help in bringing awareness among customers as the product is existing in
the market.
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CONCLUSION
As per the above study it can be concluded that marketing plays an important role for the
companies to increase its sales and profit. There are growth and survival strategies that will help
in growth in the marketplace. Some legal considerations are also there that will be taken into
account while doing marketing. Marketing Research also plays a crucial role that helps in
attracting more customers towards the company. Different companies is using data and
information that is available through research that is done by the researcher. Market
segmentation and targeting also helps in increasing sales and market share. Lastly, marketing
mix strategy that enhances growth for the company.
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REFERENCES
Books and Journal
J.N.P., 2017. Marketing Plan of the UCInova Junior Enterprise (Master's thesis).
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chandon, J.L., Laurent, G. and Valette-Florence, P., 2016. Pursuing the concept of luxury:
Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to
Innovation”. Journal of Business Research.69(1).pp.299-303.
Dewi, I.A.P.C. and Suryawardani, I.G.A.O., 2019. Relationship between Marketing Mix and
Cunsomers’ Loyalty of Hatten Wines Products. E-Journal of Tourism, pp.139-146.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Gummesson, E., 2017. From relationship marketing to total relationship marketing and
beyond. Journal of Services Marketing.31(1). pp.16-19.
Krishna, A and et. al., 2017. Embodied cognition, sensory marketing, and the conceptualization
of consumers’ judgment and decision processes: introduction to the issue. Journal of the
Association for Consumer Research. 2(4).pp.377-381.
Kumar, V., Keller, K.L. and Lemon, K.N., 2016. Introduction to the Special Issue—Mapping the
Boundaries of Marketing: What Needs to Be Known.
Priya, P.K., Zunke, S. and Mitra, A., 2016. Analyzing marketing mix to relate the consumers'
behavior and beliefs for high involvement goods.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance
right. In Social Marketing(pp. 29-43). Psychology Press.
Williams, K.L., 2017. A Social Marketing Plan for 7hills Homeless Center.Ferreira,
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