harrod's updated

8/16/2019 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

harrod's updated

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