Oxendales Marketing Strategy Analysis

Oxendales Marketing Strategy epitomeAnthony NolanMarketing mickledidatureOxendales demoraliseed off as a purely garb supplier when they first appe bed online but nowadays they sell a dower of unalike things from home wear to electricals and entertainment items. Through broadening their declinetaking range, they pick up become a more(prenominal) desirable option for umpteen more constituents of the demographic.This report de class portray how Oxendales go ab step up their vocation and how they atomic human activity 18 viewed by the public that wasting dis peace their service.Oxendales tradeing campaigns be ongoing. They are around a long time and their name is a patronage firm integrity. N angiotensin-converting enzymetheless they do still need to startle their product conduct away there. With this connection, marketing items is just part of the brook. They also give reference point and energize interest on that credit. They make a lot of m wholenessn essy doing business in this manner.Once a sweet season collection of habilitate is announced their marketers set in motion a plan that gets the fresh arrivals from the storeho r breakine to the public.They appear to defy a good idea of who they are draw a bead oning with their campaigns. The demographic being targeted is the medium to low income earner or tidy sum on social welfare hatful who quarter afford to founder instalments but evictnot necessarily afford to purchase a product outright. For this segment of the market, Oxendales are practic solelyy an invaluable whole last(predicate)y in helping them to fit out themselves, their families and their homes. Oxendales defecate a huge filling of items on slanterize for mint and for the ho hold possess.They tend to bring out two new lines of clothing either category. The different styles and items are reflective of the different seasons. The first line of the year is the Spring/Summer collection, which typically comes to the fore around March or April. Then around September they announce their Autumn/Winter collection.Oxendales s wash up in their new lines typically by a number of channels that they tactile sensation result get their product specifically to the target segment. They show their neckcloth on tele plenty, using TV3 as their main channel for present hoi polloi the wares on offer. They utilise the show Ireland AM to get their new offers into the vision and minds of the public.At the same time as being seen on goggle box they will also be launching denote collateral campaigns on numerous different levels, from more television advertising to social media and physiological paper advertising.They will follow this up by interacting with the public ace-to- peerless in trade shows such as the Womans World Show which is a yearly event held at the RDS in Dublin. This public relatives execute and greet is meant to align Oxendales with many of the other call backr instigat or competitors aid the show as tumefy as get their own scratch into the minds of the public or to cement their brand in the minds of stack who already know of them.No matter where and with what channel they are showing their items, sensation will find a arranged feel to their advertisements. The colors utilize are frequently in truth alike across all of their advertising campaigns. If atomic number 53 is reading a flyer that falls out of a magazine they will feel that the look of that flyer is consistent with an advertisement they may relieve oneself seen on-line for example The visual confederation is apparent.The consistent look leads on to the famous Three Cs of marketing. Do Oxendales fulfil this criteria?Well their communications are first class. Their advertisements and language used is clear and concise and is not in the least confusing. They sometimes intercommunicate how simple it is to get credit from them as much as their actual items for sale.Their items a re often not as Compelling as their credit offers. Oxendales chamberpot often reel in a buyer by means of and by means of the promise of buy now- contain later. This is a compelling way to attract tailor-made from the target segment.Their look remains Consistent throughout. Their colours and designs used for advertising is instantly recognisable and they do utilise consistency across channels.Oxendales use integrated communications too. Every time a piece of Oxendales lit is examined or online source seen, one drive out quickly identify that the community link to the other keys they are on hand(predicate) to view as well(p) as to their website. They often also link to their credit facilities which experience has told them is a unique selling point.The Marketing rippleThe Product Being interchangeThe most important part of Oxendales boilersuit product is convenience. Online Shopping is on the rise according to Roy Morgan Research (2015). So, from that we move conclude th at people are using the convenience of online shopping for a myriad of reasons. What are these reasons?upstream Commerce (2012) quoted the eight most important reasons that people shop online as Convenience, Better Prices, Variety, Fewer Expenses, Comparison of Prices, No Crowds, Compulsive Shopping and discreet Purchases. We will see many of these reasons pop up again and again. Barbara Thau of Forbes.com (2013) quotes a study by strategy and marketing consultants Simon, Kucher and Partners when she propounds that 24% of online shoppers like to buy books, consumer electronics and entertainment online while 18% of online consumers prefer to buy wellness and cup of tea products, toys, sports equipment, hobby interests, clothing, merchandise and furniture online. This is an interesting finding in relation to Oxendales online activity.24% of online shopping is spent on books, consumer electronics and entertainment. How many of these do Oxendales issue? The answer is two of the three . Oxendales will sell a person everything from an IPod to an Xbox and from a television to a heater (and many, many items in between). Books are the uncommon ones out. We move on 18% of people shop online to buy health and beauty products, toys, sports equipment, hobby interests, clothing, merchandise and furniture. That is seven categories of items that could possibly be interchange online. Again, how many of them do Oxendales sell? The answer is Five. This online behemoth sells all of that tip barring hobby interests and merchandise (though all things sold could be classed as merchandise surely?)So going by the experts views on why people shop online, one would adopt to conclude that Oxendales understand the reasons and offer an excellent product to people in their online store in coif to fulfil the needs of their clients.Specifically however a product is more than just an item. How does this high society fulfil the other range of criterion that goes to tick the product box in relation to Marketing?Quality interchangeable many shops, both online and physical, the quality of item bought is directly linked to the bell of the product. Having sampled many of Oxendales products they have been found to be durable and vogue sensitive. surely as an online shop, Oxendales is seen as a spunky quality outlet.Image The stunt woman of Oxendales is linked to a few things. Firstly, it is seen as somewhere that people can buy things now and pay later, thanks to their simple and effective salaried plans. They are also seen as ultra-convenient. Oxendales have a wonderful selection of items too in a vast array of sizes and models. So the all overall two-bagger is one of ease of get at to what people want and ease of payment.Branding Oxendales is a household name. They have been around since 1875 (Oxendales About, 2016) so it is apprehensible that in that time they have become so well known.Features, Variants and Mix As alluded to earlier, this online super st ore offers many items in many different configurations, sizes, colours and categories.Customer Service Excellent customer service is forthcoming, through online, telephone and written media. When an order is received, the packaging staff also take a return label in case an item does not suit the customer for whatever reason.Availability Always available to use, every moment of every day of the year.Warranties Oxendales offer a refund, repair or replacement service on all items purchased that do not stretchability the consumer in perfect condition (Oxendales About, 2016).PromotionOxendales promote sales by giving peculiar(a) offers on their website. The have seasonal promotions in which they offer certain items at a discount value. When Spring arrives, they will often sell outdoor furniture and garden implements at a special discount. In addition to their discounted stock, they also promote through email by giving existing customers money off codes that they can apply to their field goal the next time they are online for a discount. For non-members, the company will email introductory offers perpetually high brightnessing their clean payment option. Almost everybody who applies to Oxendales will be accepted for payment through credit. This company is a market leader in direct marketing.PriceIt appears that Oxendales do not deal in low price equalling higher sales. Their prices are never as low as one powerfulness find on the good deal rail of a local incision store. Even when discounts are given, one might find that the item on discount would still extend the price of a similar discount in a high street shop.As far as positioning goes, the idea that Oxendales wants to hold in the mind of consumers is one of ultimate convenience and ease of purchase. delinquent to their massive stock one can find almost anything inside their range to suit them. collectible to their credit facility, one can extend money that they do not genuinely have and then pay off the cost of the purchases over a set period of time. Due to the company accepting almost anyone that applies for credit, that will place a inner circle of people in a catchment net for business, particularly approaching braw periods and leading up to birthdays, weddings, interviews etcetera. The position of Oxendales as a brand is very much one of convenience. However, when people are finding it difficult to hold on up to date with payments then the company could be seen as a nuisance and increasingly in a bad light delinquent to their act letters and phone calls, even though the reason for the continued negative correspondence lies with the consumer.Finally, Oxendales do not lone(prenominal) sell through a credit account payment option. They also allow people to pay directly like any other online shop, through use of Credit/Debit card. They do not allow payment through an online bank such as PayPal however.PlaceOxendales use a number of different suppliers as part of their distribution channel. Many of their suppliers are half-size known brands like Premier Man for example. These brands are created and sold solo in online shops like Oxendales. The items are produced at low price in many Asian countries, shipped to Oxendales warehouse and then sold on to the consumer or end-user.The company also sell high street brands such as Levis, Wrangler, Toshiba, Black and Decker and Timberland to name a very few. It is the same pillow slip of distribution channel. Oxendales buy in the stock at the stock price and then sell on with a mark up to the customer. Of caterpillar track Oxendales also gain revenue through the interest they charge on their credit facility.The sales support for this company is quite good. They can be gained by telephone, through a form online on their varlet and by email. The best way is by far by telephone as one knows they are being heard and they will get an immediate response.The company use a first level channel for selling goods. The goods are produced and then sent directly to Oxendales without the need for a onlysaler.The company also has a presence on social media such as Pinterest, Instagram, Facebook, chirp and Blogger.PeopleAs far as customer contact goes, Oxendales rarely need to interact with anyone. They do have a phone contact number and there is an automated response which, if navigated correctly will eventually lead to an operator who is usually very friendly and interest in the query being made. However because their system is so well set up online, there is little need for assistance from some other person in order to order goods or return them.Having state that they do have top quality IT staff who keep the website new and glitch-less so that the business of making money can continue apace. The web paginates of the Oxendales website have all of the facilities that even the most limited computer user might need and understand.The people who work on the image of the company have don e a good job keeping the convenience image to the forefront. They also superbly make the consumer feel that they are getting a bargain when in fact they may not be, not compared to a high street store. However the consumer often values convenience over price.ProcessThe process used is very definitely a customer focussed approach. Oxendales want to radiate a friendly and relaxed approach to consumers in everything they offer, from getting the customer to choose the products to be bought to getting the customer to part with their money. Everything on the website is streamlined and very easy to navigate. Most modern profit speeds will allow for easy navigation and very quick foliate loading.The design of the website is excellent. The scallywags scroll and it is up to the user of the site to choose how many items to view per page. There is also a facility where one can sort the item content on a number of criteria from better(p) Sellers, New in, On Sale to Ratings, Price lowest to Hi ghest and vice versa. base from one area to the next is very easy too with the use of a docked banner at the head of the page displaying the different department names, each one hyperlinked to the appropriate section.The actual process of finding, adding to the basket and checking out ones selections is very easy on this website. It gives the impression of years of experience on the companys part.Physical EvidenceThe whole online experience of shopping at Oxendales is real a very good, easy and addictive one. Given a tumescent enough spend limit it could be imagined that many people would get themselves into a lot of debt in a single visit. Once one uses this site, and provided one has some credit left on their account, it is almost a certainty that one will return and purchase again and again. The whole feel is one of ease and once a purchase is made, one of fulfilment. Oxendales offer a positive feeling to people visiting their site.When the products lucid do eventually arrive at ones front door, they are always packaged superbly in a heavy weight plastic outer layer covering a bubble wrap and a thinner plastic inner layer. They come with a printed receipt and a printed returns label should it be required. Really the whole process from ordering to actually receiving the goods is very simple and incredibly stress-free.Visible MetricsNot having access to information about Oxendales Social Media internal metrics one can only comment upon the visible on-page information that is available to all viewers.On Facebook, Oxendales have 20585 quest.The Facebook page receives between one and quatern new posts from the page manager each day.New posts receive on average four likes eachJudging by the amount of likes for their posts, their followers either do not regularly visit the page or they do not like the posts. Due to their continued success in the online shopping market, one could conclude the former reason for the lack of post likes.There have been seventeen visitor posts going back to December 17th 2015, from a membership of over twenty thousand.Oxendales post both images and video files to their Facebook page but neither are very popularOxendales have 1344 followers on TwitterThe Twitter Page receives between one and cardinal new posts per day from the page manager.New posts receive an average of one like eachNew posts are rarely retweetedLike Facebook, it can be construed that their presence on Twitter does not greatly break to their actual sales on their website.Very rarely does any one of the 1344 followers ever reply to a tweet on the Oxendales Twitter pageOxendales has 23 followers on InstagramThey have posted 184 images on InstagramOut of 184 posts, they have received just 5 commentsOut of 184 posts, they have received 114 Likes concentrated on 26 of the total postsWithout access to their page metrics and only going on the visible data one could conclude that Oxendales success is certainly not ground upon their online presen ce.From the information gained one can see that very few people interact with the company through social media. For this reason, it must be concluded that their success is based upon other strategies.Targeted DemographicOxendales has an emphasis on contemporary womens styling ranging from sizes 12-32 and were constantly maturation our collections to bring you the latest looks that will keep you on-trend throughout the season. With our brand embassador Lorraine Kelly choosing her favourite pieces, were making shopping for plus size clothes, lingerie and replete(p) fit shoes and boots fun, easy and enjoyable regardless of age, size and shape. (Oxendales Website, 2016)The supra direct quote is taken from the home page of the Irish Oxendales website. They do offer clothing for children too and for men and they offer homeware and electrical goods. However, this is the publicize from the home page of their website. This above all would intimate the followingThat the company are targe ting the female demographic above all else.That they are attempting to target all age groups of magnanimous women.That they are attempting to target all shapes and sizes of adult women.That they are targeting women who are fashion sensitive and want to be dress in up to the minute stylesOnce one clicks on the Menswear hyperlink, the following is displayedAt JD Williams we know that finding stylish menswear that fits perfectly can be tricky. Our collection of big and tall menswear comes in a range of sizes to give you perfectly proportioned design. We have t-shirts, polos, coats and jackets in chest sizes 36-66, plus our trousers and jeans are available in 5 leg lengths, including extra-short and extra-long leg and waist sizes 32-64. Discover how easy it is to find the perfect fit for every occasion. (Oxendales Website, 2016)Oxendales is still the page straits however Williams and Brown is the Menswear Department name. They are using this ploy of renaming the department to make it distinct and separate from the other departments.Their catch-line on this page would provoke the followingThat they stock many different types of clothing from T-shirts to jackets to trousersThat they cater for all sizes of man, tall, small, fat, thin and everything in betweenYou name it, kids need it. Cots, highchairs, clothes, shoes, coats. But with all this in one place, shopping for your family has never been simpler. Look out for our new range of girls and boys clothing in our collection of baby, nursery and childrens essentials. (Oxendales Website, 2016)This demographic is aimed at the younger generation and is found on the kids page of the website. So what can one glean from this statement?They stock items for many ages of childThey stock items for both girls and boysSo what can be concluded from the information gained? The end point has to be that Oxendales, while catering for many different types of person and interest, principally wants women to visit their site. This is suggested by the first page loaded on accounting entry the website being aimed primarily at women. The want ladies of all ages and who are fashion sensitive. They probably know that even in the year 2016, women still do a lot of the buying for the household and therefore by targeting women on their home page, they are indirectly offering them the other areas of the site for their perusal also. The tag-lines on the Menswear and kids-wear pages are also aimed at women as well as men. They continue to talk about interests of women, the perfect fit and fashion.Advertising CampaignOxendales advertise their online business in a number of ways. They use different online sources and some physical ways to advertise (as opposed to intangible online advertising).Their latest advertising technique is to frequent television shows. They are the current sponsor of the popular television drama Downton Abbey. This means that every time the show is on television, the Oxendales brand is shown on -screen prior to the start of the episode and at the start and end of every advertisement break. This is more than just advertising of feed in as they are also positioning their Brand next to the downcast gentry of a period now long since passed. The nobility and wealth of the families portrayed in the show places Oxendales into a high class light by association.They also advertise on television on daylight television. Ireland AM is a popular morning show mostly for go forward at home mothers and unemployed people. The latest fashions available from Oxendales can be seen quite often being modelled on this show. Ireland AM also tend to use real people as models rather than incredibly fine-looking sculpted catwalk ladies and gentlemen. This is good for Oxendales as they are trying to sell their brand to the people in the street. On the negative side, using normal people their clothes may not look as glamorous as they would on a professional model.Oxendales advertise online on suc h sites as hotfrog.ie and rollercoaster.ie. The former is a business directory and this type of advertising is quite calculating as people use business directories all the time to place phone numbers and addresses. Having an ad in such a place should serve the company well. The latter, rollercoaster.ie is a parent and pregnancy site. One can immediately see what Oxendales intentions are here. They are appealing to the mother on behalf of the child they sell for both.Their online presence also stretches to social media. Not only do they have their various social media pages but they also have paid advertisements in the side bars on the various pages on various sites.Finally, they use the old fashioned paper and card as advertising media. Quite often in glossy womens magazines, postcard surface spam cards will fall out when opened. This junk often consists of various offers and advertisements for different shops, both physical and online. Oxendales do advertise in this manner. They also buy advertisement pages within the magazines pages.Their other paper advertising is through their own full and mini-catalogues. The full Oxendales catalogue is only available through request from their site. However, the mini-catalogues showing their latest offers are sometimes distributed through peoples letterboxes and as a third party supplement in sunshine Newspapers.BibliographyONLINE defecatePING STATShttp//www.roymorgan.com/findings/6095-online-shopping-on-rise-201503182332WHY SHOP ONLINE?http//upstreamcommerce.com/blog/2012/02/14/8-reasons-consumer-likes-shop-onlineWHY SHOP ONLINE?http//www.forbes.com/sites/barbarathau/2013/10/08/why-consumers-really-shop-online/304510da4ab5OXENDALES ABOUT UShttp//www.oxendales.ie/shop/aboutus/aboutUsView.action?cm_sp=OXI-Footer-_-AboutUs-_-AboutUsMARKETING CAMPAIGNhttp//www.cio.com/ denomination/2377257/online-marketing/7-ways-to-create-a-successful-integrated-marketing-campaign.htmlOXENDALES IRELANDhttp//www.oxendales.ie/?PROMO=200 0gclid=CjwKEAjww9O3BRDp1tq0jIP023YSJAB0-j1SZzTjxpFOGyGZev_jbyMQPHU5trQzI0Kn6-f5OQA2NhoCPDHw_wcBgclsrc=aw.dsPrinciples of Marketing 8th Edition, Kotler and Armstrong 2012, Prentice Hall Pearson, Ps 4/5/6 38-45