An evaluation of a marketing communications strategy based on the case John Lewis
An executive summary
Introduction
Marketing communications can be considered as for how companies communicate about their brands, products or services.
This report conducts the analysis of a marketing communications campaign based on the case ‘John Lewis: The power of emotions’, and then makes an evaluation in the role of a marketing communications consultant and give advice to John Lewis on their future communications strategies. Besides, the word ‘JL’ throughout this paper represents the abbreviation of ‘John Lewis’.
This analysis has important implications as a strong marketing communications strategy is essential to business growth. Analyzing the previous …show more content…
JL use all its possible technologies, methods and tools to respond to and meet the needs of consumers.
In the UK, John Lewis launched Christmas advertising campaign even could be seen as a symbol of the beginning of the Christmas season.
These advertisements have aesthetic visual effects and can touch the heart, which also reminds customers its brand philosophy ‘Never knowingly undersold’.
John Lewis's advertising has such a powerful influence because it is always based on its emotional care. These advertisements were produced based on the insight of human nature, and then they can always touch the softest part of customers' hearts.
John Lewis's target audience is the middle class over the age of 30, a relatively wealthy group who emphasize the quality of life and the pursuit of good service and experience.
As part of the process for setting the marketing communications strategy, companies need to clearly know the corporate distinction compare to their competitors, show the brand identification, define the target audience and find the best way to achieve their business goals.
There might be three critical issues: frequency, messaging and …show more content…
In this case, 'The Bear and Hare' played an important role in establishing a consumer connection, since this two cute cartoon characters and the beautiful story between them reminded customers of the giving nature of Christmas. This worked best especially for those customers who have their own child, it seemed to be easy to make them think of their child and want to give them a best Christmas memory which they will never forget. This Christmas campaign built a warm and positive mental association with JL and aroused customers’ expectations for
An executive summary
Introduction
Marketing communications can be considered as for how companies communicate about their brands, products or services.
This report conducts the analysis of a marketing communications campaign based on the case ‘John Lewis: The power of emotions’, and then makes an evaluation in the role of a marketing communications consultant and give advice to John Lewis on their future communications strategies. Besides, the word ‘JL’ throughout this paper represents the abbreviation of ‘John Lewis’.
This analysis has important implications as a strong marketing communications strategy is essential to business growth. Analyzing the previous …show more content…
JL use all its possible technologies, methods and tools to respond to and meet the needs of consumers.
In the UK, John Lewis launched Christmas advertising campaign even could be seen as a symbol of the beginning of the Christmas season.
These advertisements have aesthetic visual effects and can touch the heart, which also reminds customers its brand philosophy ‘Never knowingly undersold’.
John Lewis's advertising has such a powerful influence because it is always based on its emotional care. These advertisements were produced based on the insight of human nature, and then they can always touch the softest part of customers' hearts.
John Lewis's target audience is the middle class over the age of 30, a relatively wealthy group who emphasize the quality of life and the pursuit of good service and experience.
As part of the process for setting the marketing communications strategy, companies need to clearly know the corporate distinction compare to their competitors, show the brand identification, define the target audience and find the best way to achieve their business goals.
There might be three critical issues: frequency, messaging and …show more content…
In this case, 'The Bear and Hare' played an important role in establishing a consumer connection, since this two cute cartoon characters and the beautiful story between them reminded customers of the giving nature of Christmas. This worked best especially for those customers who have their own child, it seemed to be easy to make them think of their child and want to give them a best Christmas memory which they will never forget. This Christmas campaign built a warm and positive mental association with JL and aroused customers’ expectations for