Marketing (BM3021) Case Study
Marketing (BM3021) Case Study - Laura AshleyMarketing (BM3021) Case Study - Laura Ashley1. How did Laura Ashley brand position as a product, company, country and a person? The use of brands is very important in modern market systems, it is usually a name or logo which differentiates the product from competitors as well as being something consumers will recognise and buy again (loyalty). The brand Laura Ashley has always been a central part of the companies strategy. What did people expect from Laura Ashley?: a product that was floral, traditional, feminine, quality and stood the test of time, a product with a clear identity and character. It was Laura's ability to take old (often Victorian) designs and bring them into a modern idiom that caused the initial success. This all changed during the 90's when new fabrics and styles were used, and the brand was put on a diverse range of products. The brand image set by Laura Ashley as a company was complex and appealed to many types of people. It was a business that promoted strong, genuine, traditional family values, this was an excellent promotion tool. "Laura convinced herself that the business was not merely 'a family business', It was her family." - Ann
The company, instead of concentrating on the restructuring of the business, could have built on the already strong brand image for the American market. Promotion, which is very important. This implies that it was not only the affluent English woman who wished to capture the rural and romantic Victorian cottage essence of the brand. With specific consumers targeted, a marketing mix could be developed. By targeting these specific consumer desires, long-term profitability is ensured. The name describes 'English' virtues of the countryside, of family values. Laura Ashley appeared to appeal fairly strongly to parts of rather different market segments despite its distinct image as a UK brand. " The advertisement campaign even read: "Say it without flowers". Perhaps the larger stores in America were less successful due to a lacking in these departments, (the high staff turnover in the late 90's ). It seemed that as long as customers felt this connection, it would always be successful, even in recession. It was seen in the mid 90's, soon after her death, that perhaps this image had faded. With the position chosen, the company should then have strongly communicated the desired position to the target consumers, through promotional methods. By understanding the consumer needs, competitive advantage could be gained as the brand could adapt to market changes, increase brand awareness and increase its market share. An example to woman across the country, she founded the business and turned it into a culture of its own. e Sebba, even by the late 90's a third of all shares were still controlled by Sir Bernard Ashley himself.
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