Tutorial 3 activity - Notes PDF

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Tutorial Activity – Strategic Marketing – week 3 With a focus on John Lewis, in groups, discuss: 1. How do you think the organisation defines its segments? Give fine details according to each variable: 

Geographic

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Demographic

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Geo-demographic

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Psychographic

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Behavioural

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Lifestyle

2. Consider how the segmentation has changed according to these Christmas adverts: 

2008 https://youtu.be/TmQ74XO_Fx0

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2009 https://youtu.be/DZ7Rz2rmjck

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2010 https://youtu.be/M0zZScVSMEw

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2011 https://youtu.be/X5RhP3H3G7w

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2012 https://youtu.be/KOE7-pJIP0k

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2013 https://youtu.be/NW2EmATcb6o

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2014 https://youtu.be/RSxOjBIjyhI

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2015 https://youtu.be/jGY-T4W-BOc

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2016 https://youtu.be/4qo27xcVS5I

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2017 https://youtu.be/sa5dzQhvbiI

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2018 https://youtu.be/DShEAPKV0EU

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2019 https://youtu.be/r9D-uvKih_k

Analyse and comment upon: length of ‘movie’, music, imagery, representation of tribes/cultures, use of emotion. Consider also, correlation with what was going on in UK society at the time of release. How do these factors address the segmentation issues faced by John Lewis? Can your group hazard a prediction at what this year’s John Lewis Christmas ad will focus upon? Rejoin the main room one hour before the end of the tutorial session to present your group’s findings....