Global Strategic Marketing in Ann Summers

Global Strategic Marketing

Michaela Slattery

20041496

Declan Cahill

26th April 2013

Declaration

This assignment has been prepared with the highest standards of academic integrity.

__________________ __________________

Michaela Slattery 26th April 2013

Table of Contents

History of Ann Summers 6

Background Information 6

Profile 6

Competition 9

Strategy 11

Now in Ann Summers 11

Marketing 11

Parties 12

Customer Focused 13

‘Bust’ in Economy 13

Competitive Advantage 14

McKinsey Matrix 15

Igor Ansoff’s Matrix 16

SWOT 16

Leadership 17

Previous Deals and Partnerships 19

Image 20

Change of image 20

Logo 20

Society 21

Primary Research 22

The Future 22

Research and Innovation 22

Evidence of Future Paths 23

Recommendations 23

Potential Blue Ocean Space 25

References: 28

Appendices 30

Table of Figures

Figure 1: Shop Front 7

Figure 2: Product Offerings 7

Figure 3: National Lingerie Day showcasing Ann Summers items 8

Figure 4: The Rampant Rabbit Range 10

Figure 5: S&M Marketing 11

Figure 6: iGasm 12

Figure 7: Party Activities 13

Figure 8: Ann Summers Bags 14

Figure 9: Jacqueline Gold - Successful Businesswoman 18

Figure 10: Vanessa Gold 18

Figure 11: Apple Logo 20

Figure 12: Ann Summers Logo 21

Figure 13: Most Recent Talked about Novel 22

Figure 14: Agent Provocateur Perfume Campaign 25

Figure 15: Ann Summers Parties 26

Figure 16: Agent Provocateur Bedding 26

Ann Summers

History of Ann Summers

This firm was founded in 1970 and named after the founder’s secretary, Annice Summers (Rawsthorn, 2008). Ann Summers was then acquired by David and Ralph Gold in 1972.

Background Information

Ann Summers is one of several companies owned by Gold Group International (GGI) and was acquired by GGI chairman, David Gold (Lafferty, 1996). Parent company GGI also own several other companies including: Ann Summers, Knickerbox, Gold Aviation, Greenwhich...