John Lewis Case Study Flashcards
Who is the creative director at adam&eveDDB?
Ben Priest
Who is the COO of Manning Gottlieb OMD?
Paul knight
Who is the CSO of adam&eveDDB?
David Golding
When did the John Lewis case study begin?
Christmas 2009
How much profit did the Strategic change in direction cultivate in incremental profit?
£261 million
What award did the John Lewis change of strategic direction win and in what year?
Gold and Grand Prix at the IPA effectiveness award 2012
How many outlets did john Lewis have in 2009?
26
How many shops did john Lewis have in 2012?
36
How many shops did m&s have in 2013?
350
Who is the marketing director at John Lewis?
Craig inglis
What difficult factor did the 2009 recession bring and why was John Lewis badly placed to tackle this?
In 2009 the ‘great recession’ was in full swing. The UK had lost 1.9% of GDP in the 12 months after 2008 meaning consumers were badly hit. John Lewis was badly placed because it was middle income fairly premium store.
What was the business challenge john Lewis was facing?
Within it’s catchment areas, John Lewis had very high penetration rates however consumers frequency of visits was low meaning many had been, but only once
What 3 media challenges did john Lewis face?
Higher investment, longer tv ads, higher profile scheduling
Christmas accounts for how much of John Lewis revenue?
40% revenue, 20% of profit
How many products does john Lewis sell?
350,000
What was the first time john Lewis used it’s emotional advertising strategy?
Christmas 2009 - remember the feeling
How much equivalent media spend did the sweet child of mine cover in the 2009 ‘remember the feeling’ advert achieve?
14.6 million in comparison with a tv spend of 17.7 media spend
Why was never knowingly undersold so important to john Lewis during the recession?
John Lewis wanted to own the positioning as the most trusted retailer on the high street, in times of uncertainty consumers are attracted to guarantees of quality
Name 3 of John Lewis competitors that went bust during the Great Recession
MFI - November 2008
Woolworths - 2008
Habitat - June 2011
Barratts - Dec 2011
What was the name of the 2010 Christmas campaign?
For those who care
What was the name of the 2011 Christmas campaign?
The long wait
What is the never knowingly undersold philosophy and when was it introduced?
Never knowingly undersold is John Lewis promise that if the same product can be found cheaper elsewhere john Lewis will refund the difference. It is also a promise that all products will be of the highest quality and expert advice will always be offered in store. It was introduced in 1925
What was the first example of never knowingly undersold?
Always a woman aired in May 2010
When did john Lewis begin launching tv ads on Facebook?
At Christmas 2010 John Lewis decided to launch their ads on Facebook a day before TV
What form of neuro scientific study was used to measure the effectiveness of 2010s always a woman?
Steady-state topography - this showed very high peaks in left brain activity indicating strong memory encoding and emotional intensity, including at the moment of branding
What is the UK retail norm statistic for ‘advertising discussed with friends’ and what did the UK 2011 campaign ‘the long wait achieve’?
The norm is 25%
The long wait achieved 61%
Who spoofed ‘the long wait’ advert in 2011?
A Gordon Ramsey Christmas show and soccer AM
What results in terms of frequency and penetration have the shift in strategy achieved?
The average number of visits per year increased by 3% with average spend increasing 6%
John Lewis also acquired 10% more new customers
