Analysing Promotional Mix Theories: A Case Study of River Island

This report provides an analysis of promotional mix theories with a focus on River Island, a popular retail clothing supermarket in the UK. It examines the effectiveness of different promotional mix theories, including the AIDA model, above and below the line activities, push and pull strategies, and communication promotion mix. The report concludes that the AIDA model is the most effective promotional framework for River Island in the competitive UK market, enhancing product awareness and customer interest. The analysis also highlights the importance of adapting promotional strategies to the volatile and competitive nature of the UK fashion retail market, emphasizing the need for creativity and a deep understanding of customer behavior to ensure sustainability and business progress.

Running Head: BUSINESS MARKETING
BUSINESS MARKETING
Name of the Student:
Name of University:
Author Note:

1BUSINESS MARKETING
Executive summary
The promotional mix is referred as an important aspect for the development of business
expansion. In fact, there are series of theories and strategies related to the promotional mix that
play a significant role in creating better business environment for the companies. in this context,
this report intends to point out the efficacies of the promotional mix theories. For a better
understanding, the report draws inferences from the case study of River Island, a retail clothing
supermarket popular in UK. The report also identifies the effectiveness of different promotional
mix theories as well. In a conclusion, it can be stated that the AIDA model is the most effective
promotional framework that caters more effectiveness for River Island in the high competitive
market of UK.

2BUSINESS MARKETING
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
AIDA model................................................................................................................................3
Effectiveness............................................................................................................................4
Above and below the line activity...............................................................................................4
Effectiveness............................................................................................................................5
Push and pull strategies...............................................................................................................5
Effectiveness............................................................................................................................6
Communication promotion mix...................................................................................................6
Effectiveness............................................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................9
Appendices....................................................................................................................................11
Appendix 1.................................................................................................................................11

3BUSINESS MARKETING
Introduction
River Island is a popular high street fashion brand in UK founded in 1948 by Bernard
Lewis and his brothers (riverisland.com, 2018). The primary products of this company are
women, men and children wardrobe and accessories. There are over 350 retail stores of River
Island in not only UK but also Asia, Middle East, Europe and Ireland (riverisland.com 2018). In
other words, it can be argued that the company operates in 4 currencies with 6 online websites.
Moreover, it can be stated that River Island has an in-house design team that is entitled to make
fashionable products. However, the high competitiveness in UK fashion retail market cannot be
side-lined and as a result of that it becomes important for the fashion retail companies to
implement effective promotional planning to sustain in the market quite dominantly. Based on
this understanding, the purpose of this report is to analyse the promotional mix theories and tries
to find out the effective theory and strategy that will cater more effectiveness to River Island.
Discussion
AIDA model
The AIDA model is considered to be the latest advertising and promotional technique that
most of the business organisations follow nowadays. It is an acronym of Attention, Interest,
Desire and Action process that enable strategic advantages to the companies (Buis, Johnsson and
Thormann 2015). In this context, it is important to analyse the effectiveness of the AIDA model
in the UK fashion retail industry. In this context, the UK market is highly influenced by the
impacts of globalisation. It can be asserted that after the globalisation, the UK market opened an
extensive opportunity for different companies to enter into the market more aggressively as it

4BUSINESS MARKETING
created a better environment for business with loads of opportunities (Hadiyati 2016). In this
context, Hassan, Nadzim and Shiratuddin (2015) advocated that the role of the AIDA model is to
put emphasis on the customers more than the other determinant factors. As a result of that it
provides better advantages for the organisations to incorporate such model into its business
activity. In this context, it can be stated that the role of the attention process is to build up a
perception regarding the customers’ attention. On the other hand, Interest is also resembled with
the interests of the customers to opt for a specific brand. Besides this, desire is associated with
the purpose and motive of the customers to choose a specific product whereas the action
connotes the persuasion of the customers to purchase the product (Venkatraman et al. 2015).
Effectiveness
 As the UK fashion retail market is highly volatile and competitive enough therefore, it
becomes important for River Island to get attached with the AIDA model as this model
helps to increase the awareness of products and services of River Island.
 Besides this, it can be argued that the AIDA model will enhance the interests of the
customers because it mainly puts focus on the behaviour and specifications of the
customers.
Above and below the line activity
In the context of the above and below the line activity it can be stated that this strategy is
considered to be an effective promotional tool to maximise the customers. According to Kulik
(2014) it can be advocated that the above the line promotion is resembled with the mass media
methods. In this regard, the social media promotions are contributed a lot for increasing the
brand value of the company. In fact, the mass media promotion has become an important aspect
in the 21st century as most of the people are using social media and has the access to television

5BUSINESS MARKETING
(Higgins and Cornwell 2016). In respect to this, it will be a beneficial factor for River Island to
follow the media promotion tool as a strategic measure. On the other hand, Han and Kim (2016)
ascribed that the below the line strategy is associated with the conventional method such as
sponsorship, sales promotions, public relations, personal selling and direct marketing. The
purpose of using this promotional strategy is to create a framework to attract the target customers
only. In response to this, it will be an effective measure for the River Island to maximise
customers for a specific product or item by creating the brand awareness and building a brand
profile.
Effectiveness
 The above and below the line activity are responsible to influence customers both in a
large spectrum and in a target market audience.
 The creativity and uniqueness are considered to be the most important aspects for above
and bottom line activity. Therefore, it will give opportunity to River Island to implement
effective promotional strategy relevant in the UK market.
 Moreover, this unique promotional strategy will facilitate more market capitalisation for
River Island because through this method the company can generate better understanding
of the customer behaviour.
Push and pull strategies
As a matter of fact, the push and pull strategies are also considered to be effective for
River Island in order to develop customer demands on the basis of the intentions of the
company. In other words, the research of Anderson et al. (2016) stated that push and pull
strategy creates a deep influence on the customers and as a result of that the customers are
craving to purchase the product. It is more of customer behaviour oriented promotional method.

6BUSINESS MARKETING
According to Ahmad, Jabeen and Khan (2014) it can be stated that the purpose of the push
strategy is to create an appealing design and get up of the product that it attracts the customers
intensely. It is also intertwined with the discounts and trade promotions that ensure the future of
the product. Besides this, Han and Kim (2016) ascribed that the pull strategy highlights the
advertisement tools to set up better customer demand for a particular product. In this context, as
the UK wardrobe retail market is highly volatile. There are already a number of global wardrobe
retail giants to encapsulate the market extensively. Therefore, for River Island it is imperative to
penetrate market by executing effective promotional plan. Moreover, it is also essential for the
company to ensure its future sustainability in an effective manner.
Effectiveness
 Higher service level and lower carrying costs are the unique factors that can help River
Island to deliver a better holding in the UK retail wardrobe market.
 In addition to this, as the activities are based on the demand of the customers therefore it
reflects a deep insights of the customer behaviour that is crucial for sustaining in the
competitive UK market.
Communication promotion mix
The communication promotion mix is also considered to be an effective measure that
creates better promotional practice for the organisations. In this regard, it can be stated that there
are series of tools that the communication promotional mix is associated with. For an instance,
the advertising refers to the prominent elements of the product. It is important for the
organisation to project the best features of its products so that will be able to maximise the
customers (Kumar and Patra 2017). In this context, the television, radio stations, print
publication and the website for placement. Furthermore, the personal selling is also identified as

7BUSINESS MARKETING
an important aspect that points out the role of the sales persons to promote the products to the
buyers. Moreover, discounts and promotions are also key tools that maximise the customers
profoundly (Khan 2014). Besides this, there are important factors like the public relations, direct
marketing and event sponsorship that can help the company to ensure more capitalisation in the
market. Based on this understanding, it can be asserted that the River Island must have follow
such measures in order to develop a better promotional planning. As a matter of fact, it is
pertinent for the organisation to ensure its sustainability and business progress in the retail
clothing market in UK.
Effectiveness
 The communication mix is based on a set of promotional tools that are aimed to bring
strategic advantages for the companies. In this regard, communication mix will be a
beneficial factor for River Island to compete effectively in the UK market strongly.
 Moreover, the communication mix promotional strategy is known to set a relationship
with the customers both directly and indirectly. As a result of that it will be an advantage
for River Island to analyse the consumer behaviour and based on that the company can
initiate its marketing plan and operational activities.
Conclusion
From the above point of view it can be analysed that the promotional mix is an important
and intricate part in the expansion of business for River Island. In course of the discussion, the
report encompasses a great deal of understanding on different theories of promotional mix
strategies and tries to find out the relevance in the UK retail clothing market. In fact, to sustain in
the UK clothing retail market it is important to choose an effective promotional strategy.

8BUSINESS MARKETING
Therefore, it can be concluded that the report rightly discusses all the aspects of the promotional
mix related to River Island. Moreover, the AIDA model is identified as the most effective
strategy in this context.

9BUSINESS MARKETING
Reference
Ahmad, S.Z., Jabeen, F. and Khan, M., 2014. Entrepreneurs choice in business venture:
Motivations for choosing home-stay accommodation businesses in Peninsular
Malaysia. International Journal of Hospitality Management, 36, pp.31-40.
Anderson, S.P., Ciliberto, F., Liaukonyte, J. and Renault, R., 2016. Push‐me pull‐you:
comparative advertising in the OTC analgesics industry. The RAND Journal of
Economics, 47(4), pp.1029-1056.
Buis, M., Johnsson, A. and Thormann, T., 2015. Fair Trade and its impact on the purchasing
process: Using the AIDA model.
Hadiyati, E., 2016. Study of marketing mix and AIDA model to purchasing on line product in
Indonesia. British Journal of Marketing Studies, 4(7), pp.49-62.
Han, E. and Kim, H., 2016. Children on Sale: the Interactive Roles of Fundraising Promotion
and Prosocial Identity on Charitable Intent. ACR North American Advances.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-269.
Higgins, E.T. and Cornwell, J.F., 2016. Securing foundations and advancing frontiers:
Prevention and promotion effects on judgment & decision making. Organizational Behavior and
Human Decision Processes, 136, pp.56-67.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review
paper). International journal of information, business and management, 6(2), p.95.

10BUSINESS MARKETING
Kulik, C.T., 2014. Working below and above the line: the research–practice gap in diversity
management. Human Resource Management Journal, 24(2), pp.129-144.
Kumar, S. and Patra, S., 2017. Does Promotion Mix Really Help To Enhance Brand Equity: A
Literature Review. Indian Journal of Commerce and Management Studies, 8(2), p.80.
riverisland.com., 2018. About Us. [online] River Island. Available at:
https://www.riverisland.com/inside-river-island/about-us [Accessed 22 Nov. 2018].
Venkatraman, V., Dimoka, A., Pavlou, P.A., Vo, K., Hampton, W., Bollinger, B., Hershfield,
H.E., Ishihara, M. and Winer, R.S., 2015. Predicting advertising success beyond traditional
measures: New insights from neurophysiological methods and market response
modeling. Journal of Marketing Research, 52(4), pp.436-452.

Attention
Interest
Desire
Acti
on
11BUSINESS MARKETING
Appendices
Appendix 1
Figure 1: AIDA model
(Created by the author)