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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. What about its online segmenting? 3. 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

4. Analyse and comment upon: length of ‘movie’, music, imagery, representation of tribes/cultures, use of emotion. 5. 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? 6. 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.

Answers Second     

 2008: Length of movie – 1:11 min Music – From me to you Imagery Representation of tribes/culture Use of emotion – love

If you know the person you will find the present – Claimed to be the most boring comparing to other ad

Fact  In an echo of the Christmas number ones generated by The X Factor, John Lewis has consistently catapulted an unlikely cover version into the higher echelons of the Top 40. Maybe this year they'll go toe to toe with The X Factor winner in the battle for the coveted No 1 slot. Story line - "If you know the person, you'll find the present," it shows a

succession of characters followed by a matching gif https://www.thesun.co.uk/money/7744275/john-lewis-christmas-adverts-years/ 

2009  Length of movie – 1:10  Music – Sweet child o’ Mine  Imagery  Representation of tribes/ cultures –  Use of emotion – Memory, nostalgic.

"Remember how Christmas used to feel? Give someone that feeling." Ad shows children opening adult presents.

Facts  Newly-formed agency Adam+Eve won the John Lewis account in 2009 and they used the Christmas advert to ramp up the sentimentality by making children the focus. The music was provided by a Guns N' Roses track – albeit not in a form likely to appeal to the band's most loyal devotees Story line  The ad shows children opening gifs for adults including a

laptop, coffee machine and handbag, followed by the tagline: "Remember how Christmas used to feel? Give someone that feeling."

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2010  Length of movie – 1:01  Music – Love I’m given  Imagery  Representation of tribes/cultures – inclusive  Use of emotion – love, surprise

Literally sent shives down your spine- with the combination of amazing song, and great advert- tribute to givers This advert shows how people go to great lengths to keep presents a surprise such as sneaking a rocking horse upstairs while children watch TV "For those who care about showing they care".

Facts  Elton John's Your Song got the John Lewis treatment in 2010 as the focus shifted to the rituals associated with gift-giving. Storyline  This ad, which showed parents sneaking a rocking horse

upstairs while their children watched television, a man struggling to wrap a pair of candlesticks, a mechanic attempting to wrap a teapot at work 

2011  Length of movie – 1:30  Music – Please, Please, Please let me get what I want  Imagery  Representation of tribes/ cultures  Use of emotions – Sad, goosebumps, breath taking

Ends with – gif you can’t wait to give My second favourite – the ad shows how eager the kid is waiting for Christmas to arrive – for the gif you can’t wait to give It told the story of a little boy impatiently waiting for Christmas and all because he wants to give a heartfelt gift to his two sleepy parents on Christmas morning. This was the film that cemented the department store's reputation as the best Christmas advertiser, so we think that has to put it at the top of the list .

Facts  This was the year that John Lewis confirmed its place in the advertising hall of fame. The twist in Dougal Wilson's film showing a young boy's impatience for the big day really caught the public's imagination and guaranteed that it wouldn't just be the advertising industry who were keen to know what John Lewis would do the following year. Storyline the ad shows a young boy impatiently counting down to

Christmas, only to show that his real motivation was to give presents to his parents.

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2012  Length of movie – 1:30  Music – The power of love -Gabrielle Aplin  Imagery  Representation of tribes/ cultures  Use of emotions – love

Give a little more love this Christmas The Journey tells the story of two snowmen in love 

It was the first John Lewis ad track that reached No1 in the singles chart after Ellie Gouldings' Your Song peaked at No2 in 2010.

Facts --The instant verdict provided by Twitter was massively favourable when it was first broadcast during The X Factor – it must have been a huge relief for the agency that the viewers' eager anticipation didn't create any sense of anticlimax. Storyline  A snowman traverses mountains and motorways to get to a

shop to buy his snow girlfriend a scarf to keep her warm.

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2013  Length of movie – 2:00  Music – Somewhere Only we know by Keane  Imagery - Animation  Representation of tribes/ cultures  Use of emotions – Heart touching, one of my personal favourite

It's closing line is "Give someone a Christmas they'll never forget". People went wild for the story at the time and a lot of people on Twitter call it the best John Lewis ad the department store has ever made. Importance of finding right gift for loved ones

Storyline  It

goes on to show the friendship between a bear and a hare until the bear departs to hibernate when snow starts to fall. The hare thinks of the perfect Christmas present for the bear, an alarm clock to allow him to wake up and experience Christmas.

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2014  Length of movie – 2:10

 Music – real love by John Lennon

 Imagery  Representation of tribes/ cultures  Use of emotions – Heart touching, This was the heartwrenching advert about a little boy and his friend Monty The Penguin who wants to find love at Christmas. He's revealed to be the boy's stuffed toy - and under the Christmas tree is a girl penguin toy for Monty to fall in love with. "Give someone the Christmas they've been dreaming of"

Story line  Monty, who hopes for love at Christmas time, is the imaginary character created by a boy whose favourite toy is a stuffed penguin. A female penguin toy happily arrives under the tree for Monty on Christmas Day. 

2015  Length of movie – 2:11  Music – Half of the world away by Aurora  Imagery  Representation of tribes/ cultures  Use of emotions – Heart touching, emotional and sentimental

The Man On The Moon was the heartfelt tale of a lonely old man who is sent presents from a little girl on Earth This advert with the line "Show someone they're loved this Christmas" really tugged on people's heartstrings. Story line  It told the story of a little girl who spots a lonely old man living on the moon through her telescope. She finds a way to float presents over to him on balloons so he can enjoy Christmas Day too. It's one of John Lewis's most sentimental and emotional Christmas adverts and definitely had people crying across the nation. 

2016  Length of movie – 2:10  Music – One day I’ll fly away by Randy Crawford  Imagery  Representation of tribes/ cultures – inclusive  Use of emotions –Funny advert

The funny ad ended with "Gif”ts that everyone will love"

Storyline told the tale of a dog who was desperate to bounce on his family's trampoline.

He had to watch foxes, a badger and a hedgehog have fun while his family were asleep. Then as the little girl runs towards her gift on Christmas Day, Buster gets their first and starts bouncing.

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2017  Length of movie – 2:10  Music – Golden Slumbers performed by Elbow  Imagery  Representation of tribes/ cultures – inclusive  Use of emotions –Funny, cute Ends with ‘for the gifts that brighten their world’

Storyline  The 2017 advert was about a cuddly blue monster called Moz who befriended a little boy called Joe. They stayed up together all night every night until Moz realises Joe needs to sleep at night so leaves him a present of a night light under the Christmas tree. People weren't as fond of Moz as they were of Buster or Monty, but they still found the advert cute. But John Lewis was accused of stealing the character from an existing children's book. And it was said to be the least successful campaign John Lewis ran in five years.

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2018  Length of movie – 2:29  Music – Your song by Elton John  Imagery  Representation of tribes/ cultures – inclusive  Use of emotions – emotional, sentimental

Viewers were taken through key moments in his life, including stadium tours, travelling on a private jet, playing at his local pub and performing at a school. But it had a mixed reaction on social media, with not everyone loving the festive ad.

Story line  It spanned the veteran singer's life and showed how a gift of a piano from his grandmother helped make him the international superstar he is today. And for once it didn't feature a cover-version of a song, but Elton John himself singing his hit Your Song. The tagline was "Some gifts are more than just a gift".

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2019  Length of movie – 2:30  Music – Can't Fight This Feeling by REO Speedwagon.  Imagery  Representation of tribes/ cultures – inclusive  Use of emotions – heart-warming!

The ad - the first joint-effort with John Lewis' sister retailer Waitrose – Story line  follows young girl Ava and her friendship with a cute young dragon as his accidental fire-breathing nearly ruins Christmas. Edgar loves Christmas but every time he gets excited he uncontrollably breathes fire into the medieval-style village causing comical catastrophes.

The ad, known as Excitable Edgar, ends with the strapline “Show them how much you care”.

https://www.thesun.co.uk/money/7744275/john-lewis-christmas-adverts-years/

what was going on in UK society at the time of release. How do these factors address the segmentation issues faced by John Lewis 2008 

2011  It was also the first year John Lewis launched its Christmas campaign online first. garnering more than 1m hits in the first day alone

2013  this marks the first time John Lewis has used animation in its Christmas advertising, teasing the ad on TV and online, as well as recreating a scene on the South Bank. It is also taking out a full ad break during the X Factor and supporting the campaign with in-store activities and merchandise.

2017  it did strike a chord with all those who may be able to relate to creating imaginary friends and having adventures as children when it was past their bedtime. 2018  the fact that the advert was followed by a biopic about the musician’s life and a world tour,

2016  some people missed the annual sob-worthy ads, others applauded the department store for taking a more light-hearted approach. 2015  According to Age UK, almost a million older people feel lonelier during the festive period, two fifths of whom have been widowed. 2013  The artistry of this advert is highly admirable, and not surprising considering it was created by the animators behind Disney’s 1994 film The Lion King. 2014  2012  In our opinion, the campaign truly does demonstrate the power of love, regardless of the fact that it’s done with snowpeople. This is how present-giving should be done!

https://www.independent.co.uk/life-style/christmas/john-lewis-christmasadverts-best-all-time-ranked-b1722262.html...