John Lewis Case Study

Question 0

Who is the creative director at adam&eveDDB?

Answer 0

Ben Priest

Question 1

Who is the COO of Manning Gottlieb OMD?

Answer 1

Paul knight

Question 2

Who is the CSO of adam&eveDDB?

Answer 2

David Golding

Question 3

When did the John Lewis case study begin?

Answer 3

Christmas 2009

Question 4

How much profit did the Strategic change in direction cultivate in incremental profit?

Answer 4

£261 million

Question 5

What award did the John Lewis change of strategic direction win and in what year?

Answer 5

Gold and Grand Prix at the IPA effectiveness award 2012

Question 6

How many outlets did john Lewis have in 2009?

Answer 6

26

Question 7

How many shops did john Lewis have in 2012?

Answer 7

36

Question 8

How many shops did m&s have in 2013?

Answer 8

350

Question 9

Who is the marketing director at John Lewis?

Answer 9

Craig inglis

Question 10

What difficult factor did the 2009 recession bring and why was John Lewis badly placed to tackle this?

Answer 10

In 2009 the ‘great recession’ was in full swing. The UK had lost 1.9% of GDP in the 12 months after 2008 meaning consumers were badly hit. John Lewis was badly placed because it was middle income fairly premium store.

Question 11

What was the business challenge john Lewis was facing?

Answer 11

Within it’s catchment areas, John Lewis had very high penetration rates however consumers frequency of visits was low meaning many had been, but only once

Question 12

What 3 media challenges did john Lewis face?

Answer 12

Higher investment, longer tv ads, higher profile scheduling

Question 13

Christmas accounts for how much of John Lewis revenue?

Answer 13

40% revenue, 20% of profit

Question 14

How many products does john Lewis sell?

Answer 14

350,000

Question 15

What was the first time john Lewis used it’s emotional advertising strategy?

Answer 15

Christmas 2009 - remember the feeling

Question 16

How much equivalent media spend did the sweet child of mine cover in the 2009 ‘remember the feeling’ advert achieve?

Answer 16

14.6 million in comparison with a tv spend of 17.7 media spend

Question 17

Why was never knowingly undersold so important to john Lewis during the recession?

Answer 17

John Lewis wanted to own the positioning as the most trusted retailer on the high street, in times of uncertainty consumers are attracted to guarantees of quality

Question 18

Name 3 of John Lewis competitors that went bust during the Great Recession

Answer 18

MFI - November 2008
Woolworths - 2008
Habitat - June 2011
Barratts - Dec 2011

Question 19

What was the name of the 2010 Christmas campaign?

Answer 19

For those who care

Question 20

What was the name of the 2011 Christmas campaign?

Answer 20

The long wait

Question 21

What is the never knowingly undersold philosophy and when was it introduced?

Answer 21

Never knowingly undersold is John Lewis promise that if the same product can be found cheaper elsewhere john Lewis will refund the difference. It is also a promise that all products will be of the highest quality and expert advice will always be offered in store. It was introduced in 1925

Question 22

What was the first example of never knowingly undersold?

Answer 22

Always a woman aired in May 2010

Question 23

When did john Lewis begin launching tv ads on Facebook?

Answer 23

At Christmas 2010 John Lewis decided to launch their ads on Facebook a day before TV

Question 24

What form of neuro scientific study was used to measure the effectiveness of 2010s always a woman?

Answer 24

Steady-state topography - this showed very high peaks in left brain activity indicating strong memory encoding and emotional intensity, including at the moment of branding

Question 25

What is the UK retail norm statistic for ‘advertising discussed with friends’ and what did the UK 2011 campaign ‘the long wait achieve’?

Answer 25

The norm is 25%

The long wait achieved 61%

Question 26

Who spoofed ‘the long wait’ advert in 2011?

Answer 26

A Gordon Ramsey Christmas show and soccer AM

Question 27

What results in terms of frequency and penetration have the shift in strategy achieved?

Answer 27

The average number of visits per year increased by 3% with average spend increasing 6%
John Lewis also acquired 10% more new customers