Business Management in Marks & Spencer

Running head: BUSINESS MANAGEMENT IN MARKS & SPENCER
BUSINESS MANAGEMENT IN MARKS & SPENCER
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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 products that are used by the organization can be traced based on their origin
(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 mix part 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