Marketing Communications of Next Plc Essay Example

will determine the role of marketing communication in Next ply's success by applying relevant theories. Additionally, we will examine Next ply's Corporate Social Responsibility (CSR) in relation to their marketing communication strategies. Marketing plays a vital function in our social and economic systems, with an increasing emphasis on building and maintaining relationships with key stakeholders. The transition towards integrated marketing communication began in the early 1900s for companies like Next plyThe American Association of Advertising Agencies states that marketing communication encompasses various disciplines, including general advertising, direct response, sales promotion, and public relations. This integration ensures clear and consistent communication with maximum impact. It is crucial for marketers to thoroughly evaluate marketing communication through different disciplines in order to provide high-quality communication to the public. Effective modes of communication should be utilized by every marketer to clearly convey their message to customers. The success of targeted marketing relies on shared cultural knowledge displayed in marketing communication, as consumers perceive a similarity between a company's communication efforts and themselves.

According to Argot Market and Next Ply's annual report, investing in marketing is emphasized as important. They have increased their efforts and investment in order to effectively communicate the changes made to their product ranges. This includes enhancing the quality of in-store displays, graphics, and windows. Additional funds have been allocated towards marketing activities, with a significant portion being spent on press, billboard, TV advertising, and window promotions. For the coming year, there will be no further increases in the marketing budget as the company aims to maintain a similar level of marketing activity compared to the previous year.Next Ply has consistently prioritized communication as a means to

attract customers and has made significant investments in various marketing disciplines. In 2009, the company saw an increase in central overhead costs due to higher marketing expenditure. To promote its brand logo "NEXT," the company implemented visible sign boards. Additionally, they introduced catalogue shopping to offer convenience, better quality, and value to customers. These efforts resulted in increased customer loyalty and brand promotion.

Initially, Next Ply relied on television and newspaper advertising but later shifted their focus towards online platforms, billboards, and extensive television campaigns. They specifically utilized billboards featuring Alexandra Ambrosia and Yakima El Bon to advertise Next women's wear and showcase the changeover. The company continuously monitors and evaluates its brand and services while maintaining ethical practices in public relations.

After experiencing a decline in sales during previous years, Next Ply allocated a significant amount of money towards advertising efforts and improving their clothing range with the aim of appealing to customers like Bessie. As part of their catalogue marketing approach, they developed customer-friendly websites to make browsing and purchasing easy for customers. Furthermore, Next Ply has control over both retail promotions and online promotions for their products/services.Roger Goodwin, the merchandising manager at Plumbers' who is also a plumbers' merchant himself, praises Next for their excellence in simple tasks. He specifically admires the coordinated fashion statements showcased in Next's window displays, which are upheld to a high standard nationwide. Next's business strategy focuses on effectively communicating displays to branches and investing in bay header lights. The company also prioritizes corporate social responsibility by addressing social, ethical, and environmental impacts to benefit stakeholders. Continuous improvement is central to Next's operations.

For retailers like Next, market segmentation plays

a crucial role as it allows them to personalize service offerings and effectively convey their store's image. Marketers aim to sell products and deliver them to customers, making segmentation essential in identifying customer desires and needs based on demographic factors such as age, gender, income, and ethnic groups. Additionally, segmentation is considered based on characteristics like education, ambition, and self-sufficiency. This enables marketers to easily identify the specific needs of each segment and discover market strengths and opportunities.

Next positions itself in the middle category by targeting the middle market with affordable prices.The company continuously develops strategies to maintain customer loyalty. To compete with low-end markets like Primary, Kingsbury, and Natal, they have their own subsidiary called "Lime". Next Ply primarily serves customers aged 20-45 who prefer new fashion trends. Originally launched as a women's clothing retailer in 1982, Next ply recognized the importance of women's wear in the fashion industry due to women being highly trend-conscious. They expanded their offerings over time to include menswear, children's clothing, furniture, soft furnishings, home shopping, and even a flower-delivery service. Their expertise in affordable tailoring gained recognition. Next ply utilizes cryptographic segmentation techniques to target trend-setters and idols and capture the younger generation through marketing communication objectives, strategies, and activities screening. However, profits decreased in 2009 due to recessions and reduced customer spending power. CEO Simon Wolfs implemented new initiatives to combat this loss while also planning product offerings enhancement and store refurbishment. Additionally, Next's directory business has experienced substantial growth thanks to its well-developed catalog and website services which led to a prosperous period in online marketing.The 2010 annual report indicates that Next's directory profits surpassed its

store sales, with ?83.6 million compared to ?57.6 million in 2009. These positive results can be attributed to the CEO's initiatives implemented in 2007, which have helped overcome obstacles and establish Next as a significant competitor in the fashion industry. The Next Annual Report of 2010 highlights the company's shift towards the middle market while still competing at lower levels and entering the high-end market, aligning with their goal of establishing a strong brand image that can withstand volatility in the current market. They prioritize shop refurbishments and have a strong position in the internet market through catalogs. However, there are concerns about bad debt and credit requirements within the company's director segment, which may pose challenges. To address this issue, Next places emphasis on personal selling, particularly through retail stores and service sales. Despite operating in different segments with their own advantages and disadvantages, Next employs various communication disciplines and promotional activities for each entity.To stay competitive, the company utilizes various brands like Next for fashion retail (clothing, footwear, furniture), Next clearance for clearing old stocks, Lime to compete with lower-level competitors offering value goods (e.g., Primary, Sad & Peacock), Next Sourcing for outsourcing services, Ventura for call center operations, and Lips for women's wear. The company is implementing strategies to address declining profits by investing in advertising and improving their online shopping platform. They also plan to change their logo, introduce new shopping bags, and increase their brand ad campaign in order to compete with Gap, M&S, and other competitors. It is crucial for the company to operate effectively and efficiently while remaining flexible in order to remain competitive in the future. The

company values social responsibility by treating stakeholders ethically and responsibly in its external marketing communications. However, there are challenges related to business operations, customers, suppliers,and engagement with environmental communities within its sector amidst the current economic situation. The company believes that maintaining good customer relations and fulfilling social responsibility are crucial aspects of its business. There are no conflicts between the company's business practices and its commitment to social responsibility as it strives to exceed expectations through excellent product quality and services when it comes to customers.In order to improve animal welfare in their products, Next is developing an animal welfare policy that eliminates the use of wool from sheep subjected to 'mulesing'. The launch of this policy is scheduled for 2010. Next takes a positive approach towards suppliers and considers their social, ethical, and environmental impact. In 2007, Next organized an awareness program for suppliers in key sourcing countries such as the UK, India, China, and Thailand. This included conferences held by the ethical trade team which reached 278 suppliers. Additionally, over 500 buyers and 300 technical and quality staff received similar training.

Next prioritizes employee well-being and fairness in the workplace. They support and respect their employees while encouraging them to reach their full potential. Creating a safe environment and minimizing impact on the natural environment are also important goals for Next. They have plans to purchase renewable energy for stores in Ireland and implement recycling practices to reduce waste with the ultimate aim of achieving zero operational waste.

Next takes a strategic approach when it comes to reducing assets by focusing on advertising efforts and community involvement. They have formed partnerships with charity Soul

of Africa where unemployed women are trained and money is donated to improve community well-being.Next sponsors sports clubs and events like the Olympics 2012 to support skills development in sports activities. They prioritize online promotion through the Next directory and other websites, but also recognize the importance of exploring various modes of promotion to support physical stores. The financial performance of Next's retail stores, especially detail outlets, has been uncertain or resulting in losses. Furthermore, the retail environment and merchandise at Next are outdated and unappealing compared to their previous aspirational image. Sales openings are popular, but buntings do not contribute to enhancing the TTS brand image, indicating ineffective merchandising that negatively impacts store performance. To avoid diminishing effectiveness over time as a mass company, it is crucial for Next to strengthen its brand position by selling designer clothes in addition to other fashion stores and implementing constant visual advertisements. Improving Customer Relationship Management (CRM) and prioritizing segmentation for better product promotion should also be a focus for Next.Next should consider hiring a designer like Tops, as contemporary fashion enthusiasts favor designer apparel that leaves a favorable impression on customers. To further enhance the impact of media advertising, it is suggested to incorporate Next's own designer as a central theme. This can significantly influence customers and attract them towards the brand. Furthermore, increasing the presence of billboards featuring both celebrities and models would greatly promote Next.