This article discusses the communication campaign, DRIP theory implementation, target audience, promotional mix, key message, promotional channels, marketing communications mix, and measuring effectiveness of the video campaign in Marks & Spencer.
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Running head: BUSINESS MANAGEMENT IN MARKS & SPENCER BUSINESS MANAGEMENT IN MARKS & SPENCER Name of the Student Name of the University Author Note
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1BUSINESS MANAGEMENT IN MARKS & SPENCER Table of Contents 1. Introduction to the communication campaign............................................................2 2. DRIP theory implementation.....................................................................................2 3. Discussion based on key target audience of video campaign....................................2 4. Discussion of promotional mix element adopted by Marks & Spencer.....................2 5. Discussion of the key message provided in the campaign.........................................3 6. Research based on promotional channels used by Marks & Spencer........................3 7. Explanation of marketing communications mix........................................................3 8. One method to be used by Marks & Spencer to measure effectiveness of video campaign....................................................................................................................................4 Conclusion......................................................................................................................4 References......................................................................................................................5
2BUSINESS MANAGEMENT IN MARKS & SPENCER 1. Introduction to the communication campaign The communication that has been targeted with the help of the campaign is based on the levels of traceability of beef that is used in different food products. The various types of beef productsthat areused by the organizationcanbe tracedbased on theirorigin (Youtube.com 2019). 2. DRIP theory implementation The DRIP theory can be implemented in order to analyse the marketing activities in the advertisement. The campaign is based on the ways by which the beef and beef based products of Marks & Spencer can be distinguished from the other organizations. The remind based attribute is mainly based on the ways by which the customers can be reminded of the different aspects of the products (Familmaleki, Aghighi and Hamidi 2015). The Inform and Persuade related factors are important for the ways by which the customers can be convinced about the products that are offered. The sales of the organization can be increased with the help of differentiated services and products offered to consumers (Išoraitė 2016). 3. Discussion based on key target audience of video campaign The target audience of the campaign are mainly those customers who prefer the beef based products that are offered by Marks & Spencer Food. The major characteristics of this target group are based on the sensitivity levels that they have towards the type of food products that they consume. The customers are mainly concerned about the quality of the products rather than prices (Stead and Hastings 2018). 4. Discussion of promotional mix element adopted by Marks & Spencer The promotional mixpart that has been used in the campaign video is based on public relations or publicity. The organization is mainly aiming at gaining the trust of customers. The relationship that can be developed by the organization with its customers is important for
3BUSINESS MANAGEMENT IN MARKS & SPENCER the operations and customer loyalty. However, the process is not able to target a large customer group and is mainly based on the needs and demands of a smaller group of people or customers (Todorova 2015). 5. Discussion of the key message provided in the campaign The key message that has been provided by Marks & Spencer in the video campaign is based on the trust that can be developed in the minds of consumers based on the levels of safety of food products that are being consumed by them. The quality levels of the food products are also considered to be important factors that are considered in the message that has been provided with the help of video (Youtube.com 2019). 6. Research based on promotional channels used by Marks & Spencer Marks & Spencer has used different types of promotional channels in order to increase the awareness levels of its products among the consumers. The different channels thathavebeenimplementedbythecompanyinclude,newspapers,radio,billboards, television channels, hoardings (Stead and Hastings 2018). Digital marketing based channels have also been implemented by the organization in order to reach the customers easily and within less amounts of time as well. YouTube is a major platform that has been used by the organization for the purpose of promoting its products and services (Wongleedee 2015). 7. Explanation of marketing communications mix Marketing communications mix can be defined as the mix of different activities like, personal selling, advertising, sales promotion, direct marketing and public relations. The direct marketing based activities have been helpful for the organization to pursue the marketing objectives and the advertising activities that have been performed (Stead and Hastings 2018).
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4BUSINESS MANAGEMENT IN MARKS & SPENCER 8. One method to be used by Marks & Spencer to measure effectiveness of video campaign The feedback method can be implemented by Marks & Spencer in order to analyse the levels of effectiveness of the marketing campaign. The company can collect the feedback of customers and use them to develop the operations in the future. This will be able to play a major role in providing a clear picture of the levels of effectiveness of the campaign (Youtube.com 2019). Conclusion The report can be concluded by stating that the video campaign is based on the message based on the quality of products that is aimed to be provided by the organization to the customers. The organization can gain trust of the customers with the help of this video campaign based message.
5BUSINESS MANAGEMENT IN MARKS & SPENCER References Familmaleki, M., Aghighi, A. and Hamidi, K., 2015. Analyzing the influence of sales promotiononcustomerpurchasingbehavior.InternationalJournalofEconomics& Management Sciences,4(4), pp.1-6. Išoraitė, M., 2016. Marketing mix theoretical aspects.International journal of research granthaalayah, pp.2394-3629. Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right. InSocial Marketing(pp. 29-43). Psychology Press. Todorova, G., 2015. Marketing communication mix.Trakia Journal of Sciences,13(1), pp.368-374. Wongleedee, K., 2015. Marketing mix and purchasing behavior for community products at traditional markets.Procedia-Social and Behavioral Sciences,197, pp.2080-2085. Youtube.com 2019.M&S | Beef Traceability TV Advert 2018. [online] YouTube. Available at: https://www.youtube.com/watch?v=EI-Lhj7jCWg [Accessed 17 Apr. 2019].