John Lewis Marketing Strategy

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John Lewis’ Christmas Campaign in 2013
John Lewis was established in 1864 and the first shop was located in London's Oxford Street business (John Lewis Partnership, 2014). Their policy, 'Never Knowingly Undersold', has been the slogan for more than 25 years (Brignall, 2011). They operate department store retailers in the UK, including 40 John Lewis shops and a growing online business (John Lewis Partnership, 2014).
1. Introduction
In recent years, many global brands have been paying more attention to their marketing communication in Christmas campaigns (“'Tis the season …, 2013). This report will discuss the marketing communication that was used by John Lewis for its Christmas campaign in 2013. There are six parts in this report. The first part will outline the objectives of the campaign. Then the target audiences are going to be defined in the second part. Promotional tools and …show more content…

The firm spent £7m on its Christmas campaign, including £6m on television medium (Butler, 2013). Facts and Figures (n.d.) observed that 96.2% of UK homes had a television. John Lewis’ television advertisement was utilised to reach a wide range of audience in diverse market segments with 2 minute messages. In addition, The Drum marketing news stated that this advert was so successful, as John Lewis was “seeking to tug on the heartstrings” of customers (John Lewis's Christmas ad: 10 interpretations, 2013). The story in the advertisement made people consider the significance of friendship and thoughtfulness, instead of only selling their products (Glenday, 2013). Adding Lily Allen’s song, Somewhere Only We Know, also practice an advantage of television, sight and sound combination (Fill, 2009, p717). As a consequence, the visual and sound dimensions advertisement engaged a great number of target

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