David Jones

MARKETING, ADVERTISING AND PUBLIC RELATIONS

NAME: ELENA SANCHEZ-MIGALLON PARIS

CONTACT DETAILS: 0450805259, Elena-smp@hotmail.com

DUE DATE: Thursday, 16 October 2014

PRODUCT: David Jones

ID: 376914747

Table of Contents

MACRO ENVIRONMENT 3

COMPETITORS 3

PEST 8

GST 8

INTERNAL ENVIRONMENT 13

Management 13

Staff 14

Suppliers 15

Cost price harmonisation 15

Shareholders 16

ANALYSIS OF CUSTOMERS, CONSUMERS AND TARGET MARKETS 18

MARKETING MIX 19

Product-Service 19

Service 20

Brands 23

Place 25

Promotion 27

Price 27

FUTURE OF DAVID JONES 29

1. ADDRESSING STRUCTRAL CHANGES IN THE RETAIL SECTOR OMNI CHANNEL RETAILING 31

2. DRIVING GROWTH FROM OUR CORE DEPARTMENT STORE BUSINESS 32

3. FINANCIAL SERVICES 35

4. PROPERTY 35

5. VERTICAL MARKETING SYSTEM- RELEVANCE OF DJ’S 36

COMMUNICATION STRATEGY 39

Likes and email promotion 40

In-store experience 41

Playing catch up 42

SUMMARY 44

BIBLIOGRAPHY 50

References 50

APPENDIX 53

INTRODUCTION

MACRO ENVIRONMENT

BRIEF SUMMARY OF THE HISTORY OF DAVID JONES

David Jones Limited, trading as David Jones and colloquially known as DJs, is a high-end upmarket Australian department store chain. David Jones was founded in 1838 by David Jones, a Welsh immigrant, and is claimed to be the oldest continuously operating department store in the world still trading under its original name. It currently has 39 stores located in most Australian states and territories.

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COMPETITORS

Big Australian retail brands are feeling the hot breath of foreign rivals down their necks and overseas operators have started to put a dent in local brand values. Harvey Norman, Myer and David Jones all declined in brand value in the last 12 months according to Inter brand's fourth annual Best Retail Brands Report.

With Amazon gearing up its Australian operation, life for local retailers will only get tougher.

According to the report, David Jones, Australia's oldest...