Evaluation of Marketing Theories: Next plc Case Study, Semester 1

This report offers a comprehensive analysis of Next plc's marketing strategies, focusing on the promotional mix and the application of marketing theories. The introduction establishes the significance of marketing in organizational success and provides a brief overview of Next plc, a major British retailer. Task 1 delves into Next plc's background, marketing strategies, and promotional mix, which includes advertising, sales promotion, public relations, personal selling, and direct marketing. Task 2 evaluates the AIDA model of marketing, illustrating how Next plc utilizes it to attract and retain customers. The evaluation covers the effectiveness of marketing campaigns, and the use of pull and push marketing strategies. The report concludes by summarizing the key findings and providing a detailed overview of Next plc's marketing practices.

Principles and
Practices
of Marketing

Table of Contents
Introduction: ....................................................................................................................................1
TASK 1: ........................................................................................................................................1
Promotional mix of the Next plc.................................................................................................2
TASK 2............................................................................................................................................1
Evaluation of Marketing theories that used by the company......................................................1
CONCLSUION................................................................................................................................4
REFERENCES................................................................................................................................4

Introduction:
Marketing is very essential part of organisation as it helps in promoting various different type
product and services in the market. The principles of marketing also helps in growing its
business to the next levels so that pre-determine goals can be achieved in the long run. The aim
focus of the marketing is to make its customer aware about the different types of product and
services available in the market so that company can earn profits in lieu of providing goods and
services. The organisation must focus on using various type strategies to make its commodities
present in the right kind of market so that company can build their brand image in the market.
With the reference of the Next plc,which (Duffy,2005)is the British company offering the
various types of goods such as clothing, footwear and housewares items. It has a 800 stores in all
over the world out of which 500 are from the UK market.
TASK 1:
Background and strategies of marketing: The Next plc was founded by the Joseph
hep-worth in the 1864 and its stores are available in different location in all over the world and
serving the large number of audience by satisfying their needs and wants on regular basis. Next
is the largest clothing retailer outlets in the market which are offering variety of good and
services so that they can grow their business to the next levels in the market. The next has a
headquarter in the En-derby, England in uk and having the 45, 000 employees in all the over
world.(De Jesus and et.al., 2015)
In the early time period, the company where used to advertise its goods and services to
the though the television mode of communication where company use to promote its goods and
services so that customer are aware about the such goods are their in the market and make best
use of such good and satisfied their needs and wants from time to time. But to the change in the
work environment, the organisation needs to adopt various new ways to methods to promote and
advertise its commodities in the target market place so that their can enhance their productivity
to the better stages. The next plc, company tries to use every possible ways to promote its
product and services in the different segment of the market place. (Kuwornu,, Saqib and
Moreno2018)
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The next company uses different marketing strategies to make sure that it attach more
customer for its goods and services in the market place so that more profits can earned in the
long period of time-frame. The sales its product thought various different modes such as
coming new stores at the international locations and providing clothes on the online website
where people can order their clothes and different types of goods which can satisfied their needs
and wants. This helps the organisation to expand their business at the international platform as
more client are aware about the services offered by company which lead to grow their business
in the target market. (Dibb and Simkin, 1996)
The organisation needs to have effective marketing strategies to boost its sales in the
different segments so that more customer can be associated with the organisation and make
benefits of its product and services. The manager of the next company focus on using various
strategies to places its product at the right position in the market so that customer can use such
good and satisfied their desire in the effective ways. The aim of the organisation is to generate
the loyal customer for the goods and commodities so that they can survive in the long run.
Promotional mix of the Next plc.(Hadi, Abdullah and Sentosa, 2016)
The promotional mix is the reflected part of any organisation as its helps in adverting the
product and services in the target segment. It include various different types tool and techniques
which helps in making its customer aware about its goods so that they can increase their
productivity in the present as well as in the coming years. The promotional mix shows the ways
each company has to follow to achieve the goals and objectives in the most impressive possible
ways. The next plc uses this mix as the technical tools which helps the organisation to build the
strong image in the market and take the completive advantages in the market and helps to
increase the number of client for the organisation in the shorter periods of time.
This promotional mix include various different type of activities such as advertisement,
having public relation and different type of marketing skills in the management levels. Some of
the promotional mix are discussed as below in the reference of the next company:(Hill,
O'Sullivan and Whitehead, , 2017)
Advertising: under this type of the promotional mix, the company tries to promote its
goods and services thought the various mode of advertisement such company hire the agencies
to advertise its goods at different location and charge the profit in lieu of services provided by
them. The organisation also look for the sponsors who provide the fund to advertise their
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product in various social media such as Facebook and whatsapp so that customer have all the
information about the goods and make use of its in most impelling manner. The manager of the
next plc focus on advertising its product at international levels so that they can have larger
number of customer from all over the world and can expand their business operations to
different location. The advertisement focus on promoting its goods and services to the target
market by giving important information about the goods so that customer can use such good in
the best possible ways. The manger and leader make use of the pull strategies where customer
are provided with the product so that they can understand the benefits of the product and
purchase on regular basis, this also helps in achieving the target number of sales in the market.
(Crittenden and Crittenden, 2015)
Sales promotion: under such kind of sale promotion mix, the company tries to provide
various type of sales discount to its customer so that company can increase the their number of
the customer in the shortest time period. The company focus on giving various type of offers
such as sale of the end of festive and discount coupons to its customer to retain the existing
customer and attach the more customer to the organisation. The company uses various type of
schemes to attach the more customer so that profits can be increase in the long run by offering
discount on the base .
Public relations : it refers to the process where organisation focus on building good
relationship with the customer so that clients stay loyal for longer period of time. These people
are supportive of the company which provide different ways to attract more client from different
part of the organisation.(Londhe,, 2014)
Personal selling: Under this part of mix, the organisation focus on providing methods
to promote its product by having internation with the customer to understand their taste and
preferences so that company can develop goods according to the their needs and wants in the
company. (West, Ford. and Ibrahim, 2015)
Direct marketing: the organisation are now trying to reach out to the larger number of
customer with the helps of Emails and messages, so that customer are made to understand the
benefits of product and services which will lead to more sale of their product in the target
market.
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TASK 2
Evaluation of Marketing theories that used by the company
AIDA Model of marketing
It is a model that consist four components like attention, interest, desire and action. This
specific concept is being utilised in marketing function to justify different steps through which
consumer execute activities of of purchasing good (De Mooij, 2018). This model basically define
phase that are arises by the time when consumer gets information about products and services of
a specific company by trying commodity and taking final decision of buying same. This model
justify how an advertisement information instigates consumers towards that specific selective
brand. The four elements of this marketing theory is described as under:
Attention- It is the first phase which provide information about utilisation of marketing
tool like advertisement to get attention of customers regarding products and services of the
particular company. Apart from it, marketing team of the firm also have information about the
effective tools of marketing so that they can attract consumer in better manner.
Interest- After having information about the goods and services of the company, the
business must work on maximising the interest level of potential clients. To maintain the interest
of the customer, organisation should offer products as per consumer's needs.
Desire- It is an activity of making emotional connection with customers by offering
goods and services according their demand by displaying brand personality. In it, the company
set their mindset from “ I like it” to I want it” by providing products as per their requirements.
Action- It is the final phase which refers that after rising consumer's desires, the ultimate
goal of the company is to empower consumer to take initiative and but that product and
commodity.
AIDA model in context to Next Plc
during Olympics 2012, Next Plc pro motes its wide range of products and services with
the help of it advertisement campaign and sponsorship programs to get attention of numerous
consumers regarding their stores (Goldberg, Fishbein and Middlestadt,, 2018).

Attention- In this, Nest plc promote its different products with the help of different
marketing channels like TV, hoardings, banners and social media tools in reference to get
attention of consumers and creating a impact on customers mind.
Interest- In reference to maintain consumer's interest and retain them till long therm
duration. Next plc show and display different kind of benefits and offers that can be get by the
individual during the time of purchasing products form its departmental stores. These
advantages can be display by digital marketing and TV commercials.
Desire- In this phase, to keeps effective personnel staff at its department stores in respect
to impact customer willingness of buying so that they definitely do shopping form its stores
(Marketing communication of Next Plc. 2020). In this phase, store member attend its customer
and highlights effective attributes of its products and goods that they would not get from other
outlets.
Action- In such phase, to trigger out consumer determination in context of buying Nest
plc staff tries to offer different offer like exchange offer, referral discount and home deliver
service option etc. so that consumers can take their purchasing decision on spot.
Evaluation of effectiveness
These kind of campaigns are most crucial for Next plc because it help in maximising
profit and productivity of the company. Apart form it, the organisation can make utilisation of
brand ambassadors to get attention of number of potential client in order to increase profitability
and productivity in effective manner. It will also help retaining existing customer base of
attraction other consumers by providing crucial information through marketing campaign and
sponsorship programs. In interest phase, organisation can devise utilisation and show its goods at
large level on social media so that individual can look their products whenever they sign in. All
these activities will help in improving brand images and maximising customer base as well
increase profit and productivity.
Pull and push marketing strategy
Pull strategies refers to promotional tools that are beneficial for a company to maximise
or make expansion regarding demand for its product and services. It also assist in attracting
customers towards the commodities and services of the a particular enterprise. The main motive
of this plan of action is to instigate numerous individual to buy that specific product. Apart for it,
this strategy utilised to make customer active in reference to find out goods (Laczniak and
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Murphy, 2019). With the assistance of these strategies, company instantly sell its commodities to
consumers. This strategy consist social media tools, sales, promotion, advertising and word of
moth promotion etc.
Push strategy indicates to those activities that are utilised by company when they attempt
to take their goods to potential consumers. This plan of action is utilised when customers are not
showing their interest regarding or actively searching a good. Push marketing is accepted by
showing ads, cold calling and offering information about product in direct way to consumers. By
adopting these strategies, the company can improve brand awareness and sales of the firm.
Pull and push strategies in Next Plc
Pull strategies- The management of respective company can use and implement these
marketing strategies in its business in order to get attention of customers towards its brand. So
that customers can consumer come in the stores and buy product and take the services that re
provided by the firm (Weber, 2018). By using different promotional tools like social media,
malvertisement, sales promotion, administration of Next plc can use create awareness and
generate loyalty or retain consumers. By using pull strategies of marketing, the management of
the company can make effective relation with its customer by offering effective and accurate
information about products so that they will show their loyalty by repurchasing goods from
respective firm.
Push strategies- It refers to that plan of action that are used by the firm to create demand
between those consumer who are unaware or less interested towards company and its products.
Next Plc, provide different sales and offering on different occasions as well as organise
sponsorship program so that people get information about company and its commodities. Also,
organization make utilisation of direct sales and promotions to target audiences towards
departmental stores. Apart form this, it organise different marketing campaign, events to
persuade suppliers and potential clients.
Evaluation of effectiveness
In reference to determine the effectiveness of preceding concept of marketing, the
company can utilise key performance indicator on the basis of its sales analysis. Regarding pull
and push strategies, organisation evaluate the number of consumers who are influenced by its
promotional tools like social media, advertisement etc. (Zabojnik, 2018). in order to develop the
effectiveness of these strategies the firm can use different marketing tactics like search engine
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optimisation, social media marketing and many more so that it care create influence properly on
buying behaviour of individuals.
CONCLSUION
This has been concluded form the preceding define content that marketing is an
important factor for business of a company. Marketing principles that are exercise in practising
different advertising techniques to promote product's and services of the firm. There are different
promotional tools that are used by organisation to present product, price, attributes and benefits
of them. Different marketing theories and concepts like ADIA and Pull & Push marketing
strategies are used by company to get attention of individual and developing the sales, customer
base, profit and productivity of the firm in improve way.
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