Analysis of Myer's Advertising and Creative Strategies Campaign Report

This report analyzes the advertising and creative strategies of Myer Holding Ltd, focusing on the Australian retail sector. It begins with an industry analysis, assessing Myer's position within the competitive landscape, including competitors like ZARA and David Jones. A consumer analysis examines Myer's target market, product portfolio, and the factors influencing consumer buying decisions, such as price and brand image. The report then reviews Myer's current advertising campaigns, including the "Australia lives here" campaign, highlighting strengths like attractive and specific targeting, and weaknesses such as common strategies. Opportunities related to stakeholder diversity, including customers, investors, and government, are explored. Finally, the report offers recommendations for improving Myer's marketing strategies and enhancing its market share, considering various stakeholder perspectives.

Advertising and Creative
Strategies
Table of Contents

INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Background Analysis.........................................................................................................................3
Analysis of various opportunities related to stakeholder diversity.....................................................7
Recommendation...............................................................................................................................8
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................10

INTRODUCTION
Advertisement is defined as a process to promote company’s product and services.
This report is based on the case study of Myer Holding Ltd. Company was established in year
1900 by the founder Sidney Myer. Company operate its business operations in retail sector.
Henceforth, report will analyse the retail sector of Australia. Competitor analysis in respect to
Myer Holding Ltd will also be summarised in this report. Consumer analysis will be also
discussed in this report. Advertising campaigns operated by Myer Holding Ltd are also
analysed in this report. Furthermore, report will also emphasis on opportunities associated
with stakeholder diversity in respect to company. Based on the opportunities available
recommendations will also be a part of this report.
MAIN BODY
Background Analysis
4.1 Industry Analysis
Myer Holding Ltd operates its business operations in retail sector. Retail industry in
Australia is consisted as the leading retail market as compare to other parts of the world.
Independent retailer in Australia is also associated as the best performing in the world.
Turnover raised by Australian retail sector as per the recent figures is around $ 320.8 BN.
Australia also has an effective e commerce market in retail sector. In 2019, e-commerce
market in Australia was worth $ 28.6 Bn (Richards, Kjærnes and Vik, 2016). Retail industry
is among the fastest growth industry across the globe. Retail industry has witnessed immense
demand of all retail products that has also resulted in effective growth rate in retail sector
market. The industry also witnessed the growth rate of around 7% in 2019. The growth
witnessed in Australian retail indicates the effective demands of retail products in Australia
market. Internet has provided major boost to retail market in Australia and e commerce in
Australia has witnessed the growth rate of 15% in last year (Kautish and Sharma, 2018). E
commerce is the current trend in Australia retail market as people like to order all the
products over internet which has also channelized into effective growth rate of retail industry
in Australia. Information technology has provided major boost to all retail sector
organisations in Australia as it has also resulted into increasing number of consumer’s for all
the leading retail companies like Myer Holding Ltd. Information technology has proven to be
a transformation in retail sector as it provided immense boost to entire industry. After

advancement of digital technology retail sector has improved its growth potential, and it is
considered to be in the growth stage of life cycle. Behind the effective growth of retail market
in Australia, online shopping is among the key reason behind such growth. Online shopping
has also caused 29.6% increase in retail stores in Australia.
4.2 Competitor analysis
Retail sector is amongst the fastest growing sector in business environment. Growth
rate of retail industry is 7% which has also resulted in immense competition in the industry
(Mugari, 2017). Myer Holding Ltd is leading brand in retail industry of Australia. In order to
operate the business operations company also face competition from other retail organisations
operating business functions in retail industry. Company face competition from other
organisations such as ZARA, Country Road, David Zones, Pacific Brands, Marks and
Spencer and other brands. All the above mentioned brands along with Myer Holding Limited
are consider as the key player in retail industry of Australia. All such key player differentiates
themselves in different ways in market. Companies use different strategies such as brand
logo, pricing strategies, discount strategies, low cost strategies, branding strategy and other
effective strategic tool used to differentiate the brand in market. ZARA Company gives
huge emphasis on branding of company to attract the consumers in market. Marks and
Spencer channelize the low pricing strategy to make a different image in the target market.
Companies try to influence the decision making of potential customers with the support of
differentiation strategies (Ayvaz and Sağın, 2018). All companies adopt the mutual branding
technique with the support of social media and internet. They also give huge emphasis on
social media advertisements and marketing over different communication mediums like
radio, television, internet to improve the brand value. Social media and television marketing
are the most common methods of branding in Australian retail industry. All companies
utilises different strategic tools to improve the brand presence in market and to expand the
market share and growth potential of company.
4.3 Consumer Analysis
Myer Holding Limited operates its business functions in retail sector. Company deals
in different product categories such as men’s wear, woman’s wear, cosmetics, beauty and
other retail products. Target consumer base of Myer Holding Limited is well diversified as it
consists of diverse product range for different genders and age categories. Company target
female consumers with wide range of products like beauty product, hand bags, fragrance,

cosmetics, cloths and accessories. Company also deals in men clothing and accessories.
Company also owns its own departmental stores across 60 different locations in Australia.
These organisations target consumers based on all categories irrespective to gender (Marck,
Ennis and Caemmerer, 2017). In clothing and beauty products company target specifically to
middle class to upper financial class category people as the price range of such products suits
the buying capacity of such customer segment. Product portfolio of company creates huge
impact on buying decision of target customers. If the company’s products range comprises
with multiple brands and products it provide huge scope to consumers to select the most
appropriate products based on the needs and demands. Prices also create huge impact on the
buying decision of company’s consumers. All customers in retail market are keen towards
buying the most affordable product. As the retail sector is highly competitive sector it provide
plenty of options to customers to meet the requirements. Due to huge market competition
Myer Holding Limited keep its price range affordable in nature.
Brand image of company also create huge impact on the buying decision of
customers. All such companies consist of an effective brand image which ends up in
achieving high growth rate in market. Myer Holding Limited is among the leading brands in
Australian retail market which also enables company management to attract customers
(Larke, Kilgour and John, 2016). Cost affordability, products portfolio and brand image are
key factors which drives buying decisions of company’s target customers in market.
Company management also follow the discount strategies to attract the customers. With the
support of innovation and creativity companies could effectively cater all the needs and
demands of retail consumers.
4.4 Advertising and creative strategies campaign
Advertising involves activities for promoting company’s products in the market to
attract potential customer base. Marketing department of the company channelizes its
promotional campaigns through different communication mediums such as radio, television,
internet, and social media to attract potential customers. Company has recently launched the
brand campaign call “ Australia lives here” the campaign is launched to celebrate the 100
years of services granted by company in retail market. The brand campaign show case 100
years of company’s history between the years 1900 to 2000 (Horská and et.al., 2017).
Company show case all the products sold in the mid of this period in its branding campaign.
This was an effective medium to improve the brand image of company in front of target

customers. Company’s branding strategies comprises various strengths and weaknesses
which can be summarised in the following manners.
Strengths of marketing campaigns:
Attractive: Company marketing campaigns are attractive in nature. All marketing campaigns
are based on different product segments and customer base. Company invest effective
financial resources to make the campaigns attractive.
Specific: All campaigns and promotional activates of the company are specifically targeted to
particular customer segments based on products category. By targeting specific customers
base company can improve the sales potential of such products.
Weakness of marketing campaigns:
Common strategies: Marketing and branding strategies utilises by Myer Holding Limited
are common in nature. Most of the company’s in retail market use similar strategies such as
radio marketing, television marketing and brand promotions. Company strategies are not
significant in nature.
Ineffective strategies: Company’s strategies are common in nature due to which company
cannot improve the growth potential with the support of its marketing strategies.
Ineffectiveness also has negative impact on brand value of company in target market.
All the above factors summarises about the promotional campaigns of the Myer
Holding Limited.
Current marketing strategy
Social media marketing: Marketing team of Myer Holding Limited give huge emphasis on
social media marketing campaigns to improve the sales potential of company. This is an
effective marketing strategy as it drives company to attract all potential retail customers.
Social media marketing is also considered as one of the cheaper mediums of marketing as it
does not require much investment to launch the promotional activity. With the support of
social media marketing company could improve the sales turnover over internet or e
commerce websites. Company has received an effective growth rate over e commerce sales
as a result of social media marketing campaigns of company.

Analysis of various opportunities related to stakeholder diversity
From the background analysis various market opportunities for Myer in term of
perceptive of other stakeholders of company. Every firm is established to earn profit and
maximum shareholders funds and stakeholders need and requirement for achievement of
objective and effective functioning of business (Levin, Thaichon, & Quach (2016)).
Therefore different types of opportunities from the perceptive of various stakeholders such as
customers, employees, investors, shareholders and directors are as follows:
From the perceptive of customers: Myer can launch organic product range to meet needs
and demand of customers due to increasing awareness among customers about benefits of
organic products range. Company by launching organic product is able to gain competitive
advantages and attract new as well existing customers to make purchase of products as it
ensures health and safety of people. Therefore it helps in building and maintaining strong
brand image and increasing sales volume of company by making customers happy and
satisfied.
Investors: These are such stakeholder of company that have invested money in firm to get
maximum output or result of their investment made thus Myer company in order to maximise
shareholders fund has to use innovative technology. Company by using innovative
technology and method is able to reduce wastage and cost of production at the same time able
to meet needs and demand of large number of people without less efforts and time. Therefore
Myer has an opportunity to increase its profit margin by using innovative and creative
method to market and delivery products and services to number of customers that are residing
in different areas.
From the point of view of government: Company also has to operate it various function and
activities by considering policies and rules, regulation which are made by government for
effective functioning and operation of business. Myer by using eco-friendly technique in
production of finished goods is able to gain support from government and people living in the
society (Du, (2019). It also has opportunities to effectively utilise available resources in
environment to protect and ensure health and safety of people. Reduction in wastage of
products and cost helps in increasing profitability of firm and satisfy need and demand of
government and people.
Therefore it can be illustrated that company has various opportunity in order to meet
needs and demand of its stakeholders such as customers, government, employees, investors

and shareholders. Myer by effective utilising available opportunity can increase its brand
image and gain competitive positioning.
Recommendation
There are various solution for taking advantages of market opportunities as per point
of view of different stakeholder of firm company can increase its market share by attracting
new and existing people to make purchase of products over other competitors (West,
Christodoulides & Bonhomme, (2016). It also has to change its marketing strategies to
effectively promote its products and enhance sales of firm. Therefore various
recommendations for effective utilisation of available opportunities and meeting need and
requirement of stakeholder of Myer are as follows:
 Company must redesign marketing mix to promote its products and services and
maximise investor’s funds, meet needs of customers and government. It has to
decided place where customers can easily come and make purchase of products and
services such as establishment of stores at mall. Myer by changing its place of
distribution can attract large number of people and increase its sales. It can also use
social sites to offer products and services as most of people like to purchase products
while staying at their homes thus it helps in maximise of investor fund, meet need of
people.
 Myer by launching innovative and creative design of new organic products range is
able to gain competitive advantages and influence large number of people to prefer
products of company over other competitors. Effective utilisation of resources and
eco friendly products helps in increasing sales of company, fulfilling unsatisfied
demand of people and government (Utkarsh, Maurya & Medhavi, (2016)). Innovative
and creative packaging of products attracts younger generation to make purchase of
products of Myer over other competitors in the market. Thus it can effectively gain
opportunity to expand its brand image in terms of providing qualitative and standard
products to number of people.
 Another suggestion for Myer is to use innovative method and technology in marketing
of products and services such as social sites. Company by using social sites is able to
attract large number of people within limited time and cost and increase its market
share. It can easily build strong relationship with people by increasing its presence on
social sites. At the same time it helps in getting quick feedback so that it can improve

quality of products and services and various operation that are performed by firm.
Marketing products and service through social media provide ease and comfort to
people to know about its brand image and various products and services that it offered
in order to meet need of people. Therefore such strategy helps in increasing sales,
profitability and effective utilisation of resource within limited wastages thus
satisfying needs of various stakeholder of company (Yfantidou, Riskos & Tsourvakas,
(2017). Myer can also build strong brand image and effectively promote its products
through taking active part in social corporate responsibilities, providing loyalty card
and various special offers to customers on seasonal basis to attract target market and
achieve goals of firm.
CONCLUSION
From the above report it can be concluded that advertisement and creative strategies
helps in increasing sales of company by influencing large number of people to make purchase
of company products. It can also be illustrated from above report that industrial analysis helps
in formulating effective strategies and advertisement method that can be used by firm in order
to gain competitive advantages. On the other hand consumer analysis helps in identifying
needs and demands of customers so that company can plan various innovative methods to
influence people to choose company over other competitors. At last it can be explained that
advertisement and innovative strategies helps in achievement of organisational goals and
meeting requirement of different stakeholders of firm.

REFERENCES
Books and journals
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analysis: application in the retail sector.
Du, M. (2019). Towards Optimal Real-Time Bidding Strategies for Display
Advertising (Doctoral dissertation, University of Luxembourg, Luxembourg,
Luxembourg).
Horská, E. and et.al., (2017). Consumer food related applications: food retail sector and
services. In Augmented reality for food marketers and consumers (pp. 1-19).
Wageningen Academic Publishers.
Kautish, P., & Sharma, R. (2018). Consumer values, fashion consciousness and behavioural
intentions in the online fashion retail sector. International Journal of Retail &
Distribution Management.
Larke, R., Kilgour, M., & John, S. P. (2016). Tourist growth and the implications for retail
marketing strategy: Insights from Japan. Journal of Travel & Tourism
Marketing. 33(5). 658-670.
Levin, E., Thaichon, P., & Quach, T. N. (2016). The impact of creative competence and
project management on longevity of the client-advertising agency
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Marck, M., Ennis, S., & Caemmerer, B. (2017). Uncovering electronic cigarette shops' retail
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Richards, C., Kjærnes, U., & Vik, J. (2016). Food security in welfare capitalism: Comparing
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Utkarsh, Maurya, H., & Medhavi, S. (2016). Differences in advertising strategies of service
marketers: A content analysis. Services Marketing Quarterly, 37(2). 109-124.
West, D., Christodoulides, G., & Bonhomme, J. (2016). What Really Drives Creative
Choices in an Advertising Agency?. In Rediscovering the Essentiality of
Marketing (pp. 15-18). Springer, Cham.
Yfantidou, I., Riskos, K., & Tsourvakas, G. (2017). Advertising message strategy analysis for
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