Professional Documents
Culture Documents
zz14 2 PDF
zz14 2 PDF
JATHURSA GUNASINGAM
COVENTRY UNIVERSITY
Contents
Figure ...................................................................................................................................................... 2
Introduction ............................................................................................................................................ 3
Market Research to Support Market Planning at JD Sports ................................................................... 3
.......................................................................................................................................................... 43
Market Research ............................................................................................................................... 43
Primary market research .................................................................................................................... 4
Secondary market research .............................................................................................................. 54
Targeting of Customers at JD ................................................................................................................ 65
Marketing Techniques at JD.................................................................................................................. 65
Digital marketing ............................................................................................................................... 65
Advertising ........................................................................................................................................ 65
The Marketing mix for Men’s Winterunner at JD Sport ....................................................................... 75
Product .............................................................................................................................................. 75
Place .................................................................................................................................................. 76
Price ...................................................................................................................................................... 76
Promotion ......................................................................................................................................... 86
Recommendations and Conclusion ...................................................................................................... 97
Reference List...................................................................................................................................... 108
1
Figure
Figure 1 JD Sports Logo .......................................................................... Error! Bookmark not defined.3
Figure 2 Marketing Research Process ..................................................................................................... 4
Figure 3 Nike Windrunner Jacket ........................................................... Error! Bookmark not defined.6
2
Introduction
The purpose of marketing proposal is to show the selected product that has been impacted by the
recent world-wide pandemic in 2020.This proposal would be addressed the following issues about
the groups of customers/consumers for the selected products and its services. Secondly it would be
discussing the use of marketing research for the planning. Thirdly, it would be talking about the
different type of techniques that are used in a product and service within in an organisation. Lastly it
would be going through the marketing mix the selected product. Commented [LF1]: Add a sentence here of the company
you are focusing on
3
Market Research to Support Market Planning at JD Sports Commented [LF2]: Always start new headings on a new
page
About JD Sports
Market research would include the following one of it would be collecting Data. There are two types
of market research which are primary and secondary.
Exit surveys: JD Sports would be the purpose of the surveys is primary to recognise the
reason for their visit, frequently visit or reason for against purchase
4
‘Shopping bag’ survey: through ‘JD Sports’ they would be able to identify what other stores
JD customers use and spend money in. Through this they would be able to see which retailer
attracts a similar profile to JD
On-site fieldwork- JD’s would-be finding site research team where they would be investing
significant time for researching new location. (how busy the area is)
Qualitive information is a primary market research this would be focusing on consumers opinion
depending on the product or services.
Focus groups: small groups of 8-10 people, JD Sports would run in schools or even colleges
where they would be able to get direct feedback from its core consumers
Government census data: they would be conducting every 10 years across the UK and it
would gather all the data on factors such as number of people, their ages and occupations
in a location
5
Targeting of Customers at JD
There are six bases of market segmentation which are: Commented [LF4]: Always make sure you make a
connection between your changes in topic to aid your flow
Statics factors e.g It is vital that organisations conduct market research to
Psychographics profile further understand their customers and market place….
Conduct Style
Geographics factors
Financial factors
Benefits sought
Demographic segmentation can be used for JD Sports. JD sports will be targeted as individuals or as
groups of people of their age, gender and life cycle stage.
Marketing Techniques at JD
Digital marketing
JD sports is successful because it has been heavily investing in its e-stores. It is leveraging the
opportunities that arise from digital marketing due to the customers are using social media
frequently to make their purchase decisions. In this case the innovation digital platforms of JD sports
have enhanced the customers purchase desire and the customers will learn more about the brand.
This integrated digital approach has given positive impact to JD sports as its online sales would come
up to 13.2% of the total sales as compared to the year earlier which was only 10.4%. This can be Commented [LF5]: Reference
explained by the customer are enthusiastic about its multi-channel.
Advertising
If they are introducing new products at a lower price this would help to increase on the market
share. They could do advertisement on newspaper or magazines such as FHM and NME which have a
huge circulation with men. They also can advertise through social media as they can reach their
customers easily.
They offer promotion and they do sales for certain products which attracts costumers to purchase
their products, these would-be costumers that never have shopped at JD before.
6
There is different type of pricing strategies which can be adopted:
Place
The place element covers in marketing mix the product being available to
the customers in the most possible way. JD has been operating in sever
ways which are: Figure 43 Nike Windrunner Jacket
High street
Out of town location
E-commerce
Shopping centre
JD Sports makes sure that it checks frequently the performance of the stores to consider if they have
to open up a new store. Also, by analysing sales performance and forecasting sales. The right
location can maximise sales, limit cost and therefore maximise profit.
Due to COVID-19 lockdown rules all the unessential shops such JD Sports have been shut down
however JD websites which is there for 24/7 with only a minimum payment for shipping. This Nike
Windrunner is available worldwide under JD website.
Price
The price would be changing certain times depending on some factors which are the cost to produce
it, the amount of profit that is required, competitors prices and the price which the consumers are
willing to pay. Is a key part for the organisation to get the price right as it is a marketing strategy. JD
Sports need to make sure that the price is willing to change by consumers as value for money in
relation to the quality of good. There is different type of pricing strategies which can be adopted to
generate demands which are:
Market penetration
Competitive pricing
Strategic pricing
The jacket has a reasonable pricing of £70 which many consumers are willing to pay for a Nike
jacket. Also, it would make JD Sports to be more competitive.
Promotion
The purpose of promotion is to make sure to produce awareness in consumers or generate interest
to purchase the product. Another way of promotion would be it is being created to change the
brand a brand image. We can see that JD Sports wants to position itself away from competitors to be
able to give it competitors advantage.
7
JD Sports uses well known models such as Jordan Hames who stared in Love Island Season 5. For the
selected product it is promoted by Tristian Jones who stared in Survival of the Fittest. JD Sports have
a range of brands available which means when those brands promote their product it also promotes
JD as those brands that are available at JD Sports such as Nike Windrunners which are available at
both stores. Due to COVID-19 JD Sports had a clearance/offer on their websites for two weeks, this
promotes the brand as consumers are attracted to lower prices and this also gives them the chance
to purchase products which they can use either at home or products after lockdown.
Formatted: Heading 2
Although JD already have a strong marketing mix, it can be proposed that the following adjustments Commented [LF7]: To strengthen your proposal we need
can be made in order to adapt to the limitations created by the pandemic. to see some greater focus on you recommendations – can
you make suggestions for each aspect of what they can
Price Product improve in order to adapt to the new situation of selling
primarily online ?
Formatted Table
Promotion Place
8
Recommendations and Conclusion
JD Sports has produced a unique position for the brand within the mind of its consumers whilst
remaining true to its corporate values. They are clearly focusing on stocking their products on what
their consumers wants, as well as giving distinctive or exclusive ranges that can be purchase bin JD
sports. This would be linked with the range for strategies for placing and positioning the brand,
which has resulted in significant growth for the business. It would be by understanding the
costumers needs and they would be able to develop their business in difficult economic and
competitive market. By constantly adapting and changing marketing mix by concentrating on their
costumers, this would make them be ahead in competition.
Reference List
9
10