harrod's updated
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Harrods in London
Trivikram
Tushar Yanyan
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New Agenda• Target segment• Four layers• Forced functionality• Partial employee• Minimum share space• Physical evidence• Dual recognition• Promotion and education
strategy – Immersive – Instant confguration incentive
system – Instant recognition – Web 2.0 strategy – Buzz strategy – vents – !ther promotional vehicles
• "ensory branding• Position#$"P o% the brand• Brand e&perience• mpo'er employee• reate customer !rand advocates• (ustomer complain handing
strategy• (ustomer loyalty program• "ricing strategy• #ervice marketing o!$ective•
#ervice marketing strategy• #ervice marketing plan• %rand dash !oard• &isk analysis of the service
marketing plan
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'elcome to Harrods(• Harrods was )rst founded in *+,- is a
high.end department store located inLondon/
• The Harrods motto is 0mnia 0mni!us1!i2ue.All Things for All "eople3
4verywhere
• 5n May3 ,6*63 Harrods was sold to7atar Holdings
•
The shop8s 996 departments o:er awide range of products and services/ The store occupies a ;.acre site andhas over 996 departments/ 5t is the1
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Target segment= The customers who are in a high
income group with high spending andpursue high taste and loyal to lu>ury!rands/
Forced functionality=
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Layers of Harrods
#ocial responsi!ility
#elf.e>pression
4motional
Functional
Dedicated in
improve the2uality of the life"rovide onestation servicewith various
category and!rands
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)ar*eting event plan
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What 'e can do %or you+ ?ust provide us your contact
details we can make an ama@ingtraditional royal wedding picturesfor you which you can cherish for alife time/
&eason= onsider one of Harrods8 !iggest
strengths is special connected to %ritishroyal culture/ And people all admire the
legend of royal family/ Direct and personal marketing is a keypart of Harrods activities3 and main issueduring this process is do not have thepersonal contact with customers/
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, moment 'hich
ma*e your li%e
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Web 2.0 strategy
• Y o u h a v e t o s e l e c t o n e ! r a n d f r o m H a r r o d s 3
u s e p h o t o g r a p h y s o f t w a r e t o c o m ! i n e o n e p r o d u c t a n d y o u r r o y a l w e d d i n g p i c t u r e t o ! e t t e r m a t c h y o u r p e r s o n a l i t y a n d i n t e r e s t /
"articipation
• ' e w i l l ! a s e d o n t h e p r o d u c t y o u c h o s e g i v e y o u a m o d e l o f t h a t p r o d u c t a n d s c u l p t u r e y o u r n a m e a n d H a r r o d s 8 l o g o /"ersonali@ati
on
• H o l d a a m p i o n a ! o u t w h i c h i s t h e m o s t c r e a t i v e p i c t u r e a n d g o r g e o u s c o u p l e / " r o v i d e a p l a t f o r m f o r c u s t o m e r s t o s h a r e t h e i r u n i 2 u e e > p e r i e n c e s i n H a r r o d s t h r o u g h
H a r r o d s w e ! s i t e a n d s o c i a l m e d i a /
"eer.to.peer
hose one productto stand for yourtaste and interest/ 5tcould !e any productof any !rand in anycategory in Harrods/
om!ine it with your
picture and make ituni ue and
cherishable
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&oyal 'edding"icture
ampaign (
?oin us to make yourfriends $ealous
lickHere
$pload your picture through our'ebsite-
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P/ Buzz• 1se Face!ook3 Twitter3
YouTu!e to create agood word of mouthand "&/
• 1se this ampaign and%logs to create !u@@ to
ena!le customers tocreate3 delivery andshare valua!le ideasand e>periences/
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($"T!) / 1! ,1T
P/!3/,)• 1se mem!er card to get the
customers8 contact detail/• 4ncourage them to purchase again
through discount within certainperiod/
Firsttime
purchase
customer • 1se name service to honor them
and !uild the !ond with them/• Accumulate points every time
when they purchasing throughmem!er card/
&egularly
purchas
ecustomer
Maintain our )rsttime purchasecustomer
onvert them toour !rand
advocator
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"W!T ,4,1 "I"
& i c h h e r i t a g e a n d h i s t o r y 4 > t e n s i v e a n d u n i 2 u e m e r c h a n d i s e
s e l e c t i o n H i g h . 2 u a l i t y
M a g i c a l s t o r e e > p e r i e n c e 4 > i s t i n g r e l a t i o n s h i p s w i t h g l o ! a l d e s i g n e r s
e n s u r e t h a t m e r c h a n d i s e w i l l a l s o ! e a v a i l a ! l e i n t h e 1 / # /
Huge variety of products and servicescould !e overwhelming
May !e una!le to provide as !road aselection due to lack of vendor access
ABuent3 well.educated and culturedadults who appreciate the !rand
5ncreasing trend towards massclusivity#trong retail culture
Deep cultural ties to 4ngland#trong tourist !ase
% r i t i s h c u l t u r e m i g h t n o t t r a n s l a t e w e l l D i C c u l t e c o n o m i c t i m e s
u s t o m e r ! r a n d l o y a l t y t o c o m p e t i t o r s D e c l i n i n g i n t e r e s t i n d e p a r t m e n t s t o r e s
F i r s t v e n t u r e i n t o f o r e i g n t e r r i t o r y
"W!T"trengths
Wea*nesses
!pportunities
Threats
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Flower of service
Flo'er o%"ervi
ce
In%ormation
!rderta*ing
"a%e*eeping
Billing
(onsultation
5ospitality
&ception
Payment
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" 4"!/ B/,46I430rgani@ed layout clear pathways
2uality fa!rics and )nishes focusedand non.distracting lighting cohesivepresentation of product lightingornament model
Fragrance and perfume temperatureand atmosphere results in diminishedsmell
#ound system positioned at two endsof the store diverse type of!ackground music musicalperformance on the weekend#ample product and showroomremove the coldness from the high
glass !arrier !etween customers andproduct at the sales counterinterference of multi.te>turedsurfaces
Food and !everages
Eisualsense
#enseof
smellAuditory sense
#enseoftouch
Tastesense
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"ricing #trategy
• Harrods tend to follow PremiumPricing for all the services that theyo:er
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( a n y o u
r e s i s t t h
e
t e m p t a
t i o n + + +
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#ervices 0:erings• Harrods 4states Lu>ury "roperty Agents
• Air Harrods #ervices
• "ersonali@ed #hopping service
• Harrods %us #ervice
• Airport #ervices
• Harrods 'edding #ervices
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Harrods 0nline• 0nline shopping at Harrods is also made to !e an e>perience of
a life time• Harrods we!site makes use of a cascading style menu on top
of the page to ensure even Gow and easy navigation• They make sure to have the we!site visually appealing• "ermission !ased marketing is carried out through newsletter
su!scription option• #itemap on the we!site is also useful and plays an e>cellent
search engine optimi@ation role• Few moving images make the site load faster and hence a
pleasura!le e>perience for the guest• lient 5nteraction personali@ation can !e enhanced through a
virtual tour of the shops3 a speaking character or fashionvideos
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%rand Dash!oard
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%rand Dash!oard• Brand ,'areness7 1sed to understand the current
market perception of the !rand/ Marketing researchcan feed data into these components within thedash!oard
• !verall Brand Perception7 0verall %rand"erception could !e a function of 2uality3 value3!rand e2uity as well as customer employeesatisfaction
•
Brand Interest7 This could also !e !roken down intoindividual product and !rand perception• Brand Perception )atri&7 5t can !e used to !etter
understand !rand positioning in the market
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ustomer feed!ack
• 0ne stop shopping
• Too !ig3 too e>pensive• 0verwhelming• e>travagant
Females are motivated more than males !y fun and seasonalsales
More females selected environmentIatmosphere of store andvariety of merchandise than men1ni2ueness3 variety3 e>citement3 convenience3 lu>ury3 advantageover other stores3 e>ceed e>pectations
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&isk Analysis
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&isk Analysis
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Harrods Eision
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Than* ou
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