Report on Marketing Principles and Practices: Next Plc Case Study

This report provides a comprehensive analysis of the marketing strategies employed by Next Plc, a British multinational clothing manufacturer. It delves into the company's background, highlighting its competitive strategies, including sales promotion and advertising, and its focus on providing high-quality, affordable clothing to satisfy customer demands. The report examines Next Plc's systematic approach to marketing, including targeting, segmentation, and positioning. A significant portion of the report is dedicated to exploring the practical promotional mix policies undertaken by Next Plc, including advertising through various channels like transit and retail advertisements, public relations activities such as reception areas and external spaces, sales promotion at customer touchpoints like stores and offices, direct marketing via digital platforms, internet marketing through websites and social media, and sponsorship through news articles and analyst reports. The report also discusses the theoretical aspects of promotional mix, focusing on models like AIDA, and how Next Plc utilizes these strategies to enhance profitability, increase customer footfall, and achieve a competitive edge in the market. The report concludes by emphasizing the role of CRM and STP (segmentation, targeting, and positioning) in Next Plc's marketing success.

Principles and Practices of
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background related to marketing strategies of the company.................................................3
Information required on the practical promotional mix policies undertaken by the company.
................................................................................................................................................4
Theoretical aspect of promotional mix in an organisation.....................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing principles and practices are defined as the dimensions which are undertaken
by business in order to upkeep various areas of marketing. In this concept different aspects are
included such as situational analysis, research of market, targeting and segmentation of market
and many more factors as well. In business some of the basic principles are undertaken in order
to boost sales and profit such as marketing mix (Lewnes and Keller, 2019). With the use of
promotional strategies functions of promotions gets more effective. Marketing principles are
providing adequate path for attainment of overall objectives. With the assistance of marketing
strategies sustainability can be achieved by the business. This report is covering all the aspects
of marketing under the background of Next Plc. Next Plc is a British multinational clothing
manufacturer company which was founded in the year of 1864 and headquartered in UK. This
report is examination of various promotional activities adopted by Next Plc in order to make
their tactics more effective.
MAIN BODY
Background related to marketing strategies of the company.
Next Plc is a clothing manufacturer which was founded in the year of 1864 by Joseph
Hepworth. In the current time the company can upkeep their market share by using sum of
competitive strategies such as sales promotion and advertising. Next Plc is having wider range
of products in which they are keeping prominent position in the marketplace which lead them to
face high end growth and success. Next Plc is one of the prominent companies which are
known for their market growth and aggressive campaigns. Next Plc is known for their
Excellency in fashionable clothing of high quality as well. The company is having major
motive to provide high quality clothing to their customer which is low in cost so that to satisfy
demands of customers.
Next Plc is targeting at marketing strategies in order to maximise their sales and to
provide product differentiation and to meet needs of customer. This process is designed by
them in a very systematic manner which is explained as under:

 Targeting: This is associated with comprehensive marketing plan in which various
segments are differentiated on the basis of life cycle, income level and social status
(Wood, 2016). For Next Plc their products are highly differential in nature which is
fulfilling demands of various regions.
 Segmentation: Within this market is divided into identifiable groups as per the obtained
response. Each segment is consisting of their own characteristics which give business
viability to perform business operation. For Next Pl on the basis of demographic
segmentation market is being divided by them.
 Positioning: Within this strategy various plans are prepared in order to improvise
market image and to provide distinct position in minds of customer. For this Next Plc is
making quality clothing so as to attain desired goals.
Information required on the practical promotional mix policies undertaken by the company.
Next Plc is having high diversity in their product offerings as they are providing range of
clothes for men, women and beauty products as well. The company is known for their trendy
cloths and stylish fashionable accessories.
Promotional mix is the process in which various methods are used by company in order
to promote their product so that to present the same within market in a very considerable and
attractive manner (Wrigley, 2017). Promotional strategies are keys to impart success for the
business. For Next Plc they are using various activities within this aspect in order to attract
huge customer and attain growth for long term. By this high loyalty is generated among
customer and more customers are persuaded to but their products. For this marketing consultant
of Next Plc is adopting various promotional tools and strategies which are elaborated as under:
ADVERTISING
Transit advertisement: This is a type of advertising which is displayed on public
transport such as trains, bus or metros, subways and many more. This is a stable advertisement
which is static in nature and lasts for longer duration.
Retail advertisement: This is a type of advertisement in which advertisement is displayed on
various locations such as stores, malls and other public areas. This advertising requires large

space and this creates high awareness regarding the brand. The major objective behind this
objective is to increase customer footfall (Porral and Stanton, 2017).
PUBLIC RELATIONS
 Reception areas: This is the area which is frontier of the company. This is the place
which is met by the customer at first instance and all the conversations and meetings are
initiated form here only (Chaffey and Smith, 2017). For this Next Plc is making best
and suitable environment at reception areas so as to provide comfort to customer and
show them best image of company as well.
 In external spaces: These are the space which is known as outer environment. Next Plc
is adopting various promotional activities in order to promote their products so that to
intensify their profit and sales. Various ways are used in this which are explained as
under:
Billboards: This is associated with various activities of advertising and using most basic
form of advertising by printing and displaying. By taking technological advancements new and
distinct ideas can be used by Next Plc in order to promote their product in prominent manner.

This method is simple and highly effective in nature as they are creative and catch atatention of
customer.
SALES PROMOTION
At customer facing touch points: This is the aspect which is helpful for Next Plc in
order to attain attraction of customers (Armstrong and et. al., 2018). View point is playing
essential role in grabbing attention of customer so that more reflective behaviour can be
obtained from individual in order to analyse their needs and demands. So this is highly essential
for Next Plc that they make strong and reflective advertisement so that individual can relate
themselves form product of the company. Touch point is defined as the repetition of
engagement of customer on social media. For this Next Plc is gaining high advantage of
promotional mix with customer touch points along with various activities, these are defined as
under:
Stores: These are defined as various areas in which company is serving products to their
customer via numerous stores. Next Plc is utilising various promotional activities in their
business in order to attain customer’s attention. For this Next Plc is using big posters and posts
which are displayed on the walls of their stores. These posters are attractive and contain
information along with brand logo of the company. So this strategy is required to be applied by
Next Plc within their promotional mix approaches.
On the other hand Next Plc is also using TV commercials as within this videos are
shown in continual manner so that to grab attention. These videos are creative and all the
information are included in this in order to attract customers. As due to high creativeness these
are remembered by individuals by whom market demand can be intensified and customer base
can get enhanced.
Offices: Next Plc is having their offices at various locations through which their
products are supplied to customers of varied locations. These offices are indicating work
criteria of the company and showing capabilities of the business. Within this Next Plc is
required to use attractive banners which can be displayed on office premises so as to make them
look more attractive (Alshurideh and et. al., 2016).

DIRECT MARKETING
 Via digital platforms: With the help of digital platform Next Plc is promoting their
brand and product. This uses internet as mediator and adapts online technologies in
which by using low cost large customer can be attracted by them.
INTERNET MARKETING
Websites: This is a platform in which various products and services are offered by the
company on their websites which is a digital convergence of stores. This is known as collection
of various web pages and other relatable content that are existed in web or server. Next Plc is
having their website on which easiness is provided to customer as customer can find their
required product just by searching them on website.
Social media: This is the platform which involves websites and path in which
information is shared by people by their own participation on social networking. With the help
of social media new technologies can be used and through this new contacts can be made by the
company along with up keeping the old one.
Through Third parties: This is known as mediator between customer and company in
order to present information of the company to various people (Beachcroft-Shaw and Ellis,
2017). Next Plc is hiring third parties those are creating contents for them in order to
understand needs of customer and convey the same to the company.
SPONSPERSHIP
News articles: These are published by the company in which information regarding
Next Plc is written over there. This includes current news regarding the company in which
specific data is entered. These are providing correct position regarding financial position of the
company in which profit, current revenue is included. This is helpful for Next Plc so as to
enhance their brand image and stability as well.
Analyst report: This is a document in which documents are analysed and strategies are
framed in order to perform research. This is associated recommendation of various ideas in
which decision is taken regarding investment on some particular activities. This is highly

essential for Next Plc that they create awareness about their offerings in the market by which
effectual results can be seen in task completion.
Assessment criteria: The promotional tools which are used by Next Plc in order to
enhance their profitability. These are helpful in enhancing awareness in the customer regarding
product so that customer footfall can be improvised. In order to gain competitive advantage
promotional tools are helpful and product can be placed in the marketplace in a very prominent
manner. In the current scenario intense competition are held by the industry and success can be
attained for long period (Kotabe and Helsen, 2020). Next Plc is using various marketing and
promotional strategies in order to influence their customer and their buying decision as well.
Next Plc is using digital methods for promotion so as to provide easy method to their customer
regarding their shopping experience. These approaches are helping Next Plc in achieving
competitive edge and profit for long run.
CRM is known as customer relationship management which is used by business in order
to manage relation with their customer. Competitive strategies are used by Next Plc by which
high quality products are given to them in comparatively low prices.
The STP is the acronym of segmentation, targeting and positioning and Next Plc is
using this approach by targeting specific age of population within demographic areas in order to
place their product in an effective way in marketplace.
Theoretical aspect of promotional mix in an organisation.
Various theories are existed which are providing explanation of various strategies used
within promotional mix utilised by Next Plc. By using various theories Next Plc is planning to
intensify their profit and efficacy as well, on the other side these are imparting efficacy to them
to run the business. Some of the strategies are elaborated as under:
AIDA
Definition of model
This model is acronym for Attention, interest, desire and action. This model is used by
businesses within marketing department in order to advertise their product and services in the
marketplace. With the help of AIDA model brand awareness can be created in the marketplace

and this is used as the most prominent way to engage customer (Trivedi, Trivedi and Goswami,
2018). This approach was propounded by Elias st. Lewis 1880 who is an American legend in
sales and advertisement. This is the most vital part of advertisement but at the same time this is
not used as exclusive approach of marketing. This model is utilised by Next Plc in order to
motivate their customer so that they can make right decision associated with their buying.
(Source: The AIDA model, 2019)
HOW COMPANY APPLIES AIDA MODEL
Awareness: This is associated with creating and spreading awareness by company
within marketplace regarding product and services provided Next Plc to their customers.
Interest: This factor is associated with generating interest and encouraging buyer to buy
products of Next Plc (Tuten, 2019).
Desire: This is known as the emotion which is propounded in by Next Plc in their
customers which shows about liking and disliking of customer respect to their product which
are offered by them in marketplace.
Action: This is known as interaction given by Next Plc to their joined customer through
phone calls, chats and many more.

EVALUATION OF EFFECTIVENESS
This is used by Next Plc so as to get to know regarding their customer and information
which is essential for the company about their customers. In order to render high awareness
company is acquiring high information in which connection is established form more customers
due to this business may have high growth. In different circumstances market information are
acknowledged by Next Plc so that to develop interest in customer in their buying decision.
With this effectiveness is drawn by Next Plc in making high customer base.
PUSH AND PULL STRATEGIES
DEFINITION OF MODEL
This strategy is used by the company in order to manage their supply chain system but at the
same time marketing strategies are used by the company. This is a promotional activity which is
utilised by Next Plc during promoting their product within marketplace (Benzo, Mohsen and
Fourali, 2017). Within push strategies products are pushed by the company in marketplace by
spreading awareness in customers. On the other hand in pull strategy customer itself comes to
Next Plc to make their purchase.

( Source: Push and pull marketing strategies, 2017)
HOW COMPANY APPLIES THIS MODEL
The basic idea behind push and pull strategies are to encourage selling of products and
services in the marketplace in significant manner. With the help of these strategies loyal
customer can be created and these can lasts for longer duration so as to provide sustainability to
the business.
Next Plc is using push strategy in order to receive high advantage within market
regarding their product offering and to enhance quality of their products. Within this needs and
demands of customer are identified in prominent manner and then they are satisfied by offering
the product (McDonald and Wilson, 2016). By using various strategies company is trying to
make their customer believe and to establish prompt flow of information as well.
EVALUATION OF EFFECTIVENESS
Although by using pull marketing strategies various approaches are used by Next Plc in
order to enhance their customer base and enhance customer satisfaction as well. For this best

quality products are supplied by Next Plc so as to attract more customers and intensifying their
customer base as well. This is imparting the company high customer loyalty and customer bond
as well. There are various strategies which are used by Next Plc on order to promote their
product as pull strategy is used by manufacturer in order to accumulate distributors. With the
help of this more potential is created in the business in order to execute business operations in
effective manner.
AIDA and push and pull strategies are used by Next Plci in order to promote their
product within marketplace and to explore various countries so that to wide their business and
internal capabilities.
Assessment criteria: These theories are required to be applied by the company with the
major view of attaining high competitive edge and market advantages as well. Within this Next
Plc understands various factors which are drawing high impact on their business. So Next Plc is
using AIDA and push and pull strategies in order to generate awareness and efficacy. By this
loyal customers are created by the company which are contributing in their growth and success.
Next Plc is having operation in various countries and in order to attain success culture is the
factor which is required to be analysed by the company. Next Plc is trying to understand needs
and demands of their customers by these theories so as to provide prominent position to the
company. On the other hand these theories are exhibiting high acceptability to them within
marketplace (Shaltoni, 2016).
Key performance indicator: This is an aspect which is used to measure performance
of the company as according to their set goals and objectives. This is used by Next Plc in order
to recognise their position over aims and objectives and to evaluate success by using various
marketing strategies.
CONCLUSION
From the above report this can be concluded that marketing strategies are helpful for the
business for achieving distinct competitive edge and success within marketplace. This is highly
important for the company that policies of promotional mix are to be applies in prominent
manner so that effective results can be drawn. On the other hand with the help of various
theories market acceptability can be enhanced along with high sustainability as well.