MARKETING STRATEGY FOR

GROWTH
Wilkinson Stores, UK

Contents

1. Introduction
2. Case study questions 3. Conclusion

History

1950 - 1960

1950 1960

Started by Mr. James Kemsey. Introduced Convenience shopping

1980 - 2004

1980 1995 2004

Introduced Low-cost products Central distribution North England New distribution centre in Wales

2005 - 2013

2005 2013

Introduced Internet shopping Today, 300 Stores with 40% Wilko Products

In Business Growth occurs in forms of Product & Market Development

Mission statement

What can you do passionately to deliver extraordinary everyday shopping in the heart of the community?

Question No. 1 What is the difference between primary and secondary research? Give example.
Research

Primary
Questionnaires Who are Wilkinson? Students motive?

Secondary
University & Government Admission Data

Question No. 2 Explain why Wilkinson needed a marketing strategy to help them to grow.
Analyze

Design

Program

Market Penetration
Implement

Question No. 3 Evaluate the benefits of the campaign.

Overall awareness risen from 77% to 95%

Student attraction Increased from 13% to 67%

Repeat Visits Increased 20%

Future growth

Brand awareness

Question No. 4 and Conclusion Analyze how campaign helped Wilkinson to respond to competitive pressures?

Marketing Mix

Retail Strategy Market Research

Target Market Store Positioning

Product Prices Promotion Place (location)

A search for new market segment for growth.