Mamas and Papas- Strategic Marketing Options by Paul Marshall https://padlet.com/PMarshall90/bpieut8bnp82 Strategic Options to Increase Customer Lifetime Value at Mamas and Papas en-us 2018-04-20 12:37:13 UTC 2023-01-28 16:42:14 UTC hello@padlet.com https://padlet-assets.s3.amazonaws.com/icons/Cornershop.png MARKET PLACE OVERVIEW PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/253907957 The UK market value of the children's clothing and footwear market combined is £7.3 billion and worldwide value of £158 Billion. With predicted growth above 2% in both area over the next 12 months (pragmauk.com, 2017), Mamas and Papas have embarked on a recovery plan from their 2014 Company Voluntary Agreement, which reduced their store estate from 52 to 32 stores. Their plan includes engaging their marketing strategy with Millienials, and intergrating the use of technology within stores to enhance Customer Lifetime Value (Drapers.com, 2016).

]]> 2018-04-20 16:39:18 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/253907957 PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254117958 Overview of the Childrenswear market globally and in the UK]]> 2018-04-22 09:34:18 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254117958 MARKETPLACE STRATEGIC CHALLENGES PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254131225 Creating Relevant Store Experiences- Keeping bricks and mortar stores relevant as a marketing method is a modern challenge facing all retailers. Mamas and Papas use of external businesses and experts to enhance the In Store experience has already shown fruition, as shown in the video (YouTube.com, 2016), however the reduction of their estate could have a negative effect on their digital engagement. The US study opposite was considered when British Land studied 29 UK retailers, and found that those with 30 stores or less saw an average 84% increase in web hits from local shoppers (BusinessInsider.com, 2017).

Social Media Engagement Platforms- Using platforms such as Facebook and YouTube have become popular to achieve better service, product engagement, and as a platform to market products. Mamas and papas use their pages for product demonstrations, sales and offers, and events in store (Facebook.com, 2018) This is achieved using images, real time responses, and measurable results such as likes, comments, shares and click rates (ModernRetail.co.uk, 2017). However, the lack of a dedicated mobile app for products and services that integrates all these platforms means Mamas and Papas are not reaching all of their millennial demographic.

High Street Volatility- With the current run of Company Voluntary Agreements, the collapse of established retailers  such as ToysRus, and uncertainty around Brexit, the high street has suffered from poor consumer confidence with a 6% drop in foot fall in March 2018 (TheGuardian.com, 2018). This leaves Mamas and Papas in a position where there are fewer strategic retailers such as department stores to partner with, as well as openings for new retailers to enter the market with a unique offering, such as ID Kids, a new retailer for Europe offering in store experiences as their unique selling point (BBC.co.uk, 2018).]]> 2018-04-22 12:43:02 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254131225 PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254135551 Mamas and Papas recovery plans and marketing strategy plans]]> 2018-04-22 13:35:12 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254135551 Direct and Indirect Competitors and their Marketing Activities PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254138845 Mothercare
Although Mothercare are currently going through a period of flux within the strategic drift model (Johnson & Scholes, 2008), they have attempted to develop fully web enabled stores through a digital marketing strategy (Mothercareplc.com, 2018), to increase customer lifetime value (PearAnalytics.com, 2018). Advisers are equipped with Ipads to improve sales and engagement, with those stores providing 40% of the third of sales being made digitally (TheDrum.com, 2016).

KiddiCare.com
Since being purchased in 2016 by Dunelm, Kiddicare.com's new parent company has rolled out a shop in shop concept within fifty of their stores, increasing their bricks and mortar presence from just two stand alone stores and an online store (RetailWeek.com, 2017). This will increase their marketing and marketplace presence to increase the customer lifetime value of Dunelm customers, through this strategic acquisition. This would place them in the transformation section of the drift model.

Aldi
Wide scale expansion with limited product ranges has been the key to the success of Aldi, with them recently becoming the UK's fifth biggest supermarket (MarketingWeek.com, 2017). Their Marketing strategy uses special buys; stock that is limited period only and unlike the groceries that they predominantly sell, all sold within a simplified store format. The goods are released each week on the same day and can be previewed in their magazines free as you leave the store. The goods are also available online to order, as part of their digital strategy (Telegraph.co.uk, 2016).]]> 2018-04-22 14:09:07 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254138845 In Store Experiences PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254149717 2018-04-22 15:58:14 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254149717 PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254153700 US study into the effects of store openings on additional purchases made (by age group).  ]]> 2018-04-22 16:31:35 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254153700 Mamas & Papas Facebook PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254157282 2018-04-22 17:03:57 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254157282 New Kids Retailer entering UK market PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254164978 2018-04-22 18:08:58 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254164978 PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254184671 The Strategic Drift model, demonstrating the flux period Mothercare are in, and the Tranformation period for Kiddicare]]> 2018-04-22 20:55:39 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254184671 Aldi Special Buys Advert 2018 PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254189713 2018-04-22 21:43:27 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254189713 Strategic Marketing Options to grow Customer Lifetime Value PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254190365 Strategic Option One- Opening new stores
Based on the strategy Kiddicare.com have to expand through their new parent company Dunelm, an expansion programme to increase their market visibility would be a good marketing strategy. This would improve their market reach and could be achieved through strategic alliances with department stores such as Debenhams. This would help them achieve strategic advantage over their weaker competitor Mothercare, who are looking at closing half of their 152 locations (TheGuardian.com, 2018).

Strategic option Two- Improve Digital Integration
By improving their digital marketing, Mamas and Papas will be able to compete with both of their main competitors, with Mothercare having a Web Enabled Store strategy, and Kiddicare.com founding their business as an online store. Mamas and Papas have both online and in-store digital presence, so developing an app and mobile platform will be the logical step to reach the millennial market they're aiming to, who are typically age between 22-36 (Independent.com, 2018). ]]> 2018-04-22 21:50:10 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254190365 Reccommendation PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254190841 With 52% of women at age thirty having at least one child- a decrease of 30% since 1982, and with 48% of customers researching in store and 58% purchasing in store, both options are commercially viable and would benefit the Customer Lifetime Value at Mamas and Papas (Pragmauk.com, 2017).

Overall, the most beneficial option for Mamas and Papas to develop first is Strategic Option Two- Improve Digital Integration. This is because as the age Millennial's are choosing to start a family increases, they are increasingly time poor, having developed careers before a family (ONS.gov.uk, 2017). This gives the opportunity to reach a market that could be emerging; the Mature Parent with little time looking for trustworthy quality goods, that are accessible on the go. The option to have an app platform as a marketing tool is the most logical option to meet this demand (BusinessInsider.com, 2018).

]]> 2018-04-22 21:54:55 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254190841 Suggested Strategic Marketing Plan PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254190926 Based on the recommendation being a digital marketing Strategy, the use of the RACE model would be appropriate to use as a digital marketing planning tool (Webdirexion.com, 2018).

The RACE model becomes more effective when it is combined with measurable key performance indicators such as:
  • Timing (start date, task deadlines, finish date)
  • Interactions (page hits, likes and shares, email database increae)
  • Sales conversion (targets, growth against last year, different platforms)
  • Return rates (complaints, additional purchases, enquiries)
The use of applications such as Google Analytics can help measure these Performance Indicators, and help turn that data into useful information to improve digital marketing strategies, and increasing Customer Lifetime Value (Diffusion.digital, 2017).
]]> 2018-04-22 21:55:48 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254190926 Customer Lifetime Value Model PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254191594 2018-04-22 22:03:57 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254191594 PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254277873 Mothercare Strategy to achieve fully web enabled stores ]]> 2018-04-23 08:08:43 UTC https://padlet.com/PMarshall90/bpieut8bnp82/wish/254277873 Reference List PMarshall90 https://padlet.com/PMarshall90/bpieut8bnp82/wish/254316369 References
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