Campaign Planning for Marks and Spencer Women's Clothing Line
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This report discusses the campaign planning for Marks and Spencer's new product segment of women's clothing line of saris and gloves. It covers the SMART objectives, KPIs, and communication mix used to promote the launch on Facebook, Instagram, Twitter, YouTube, and the official website. The report also includes a reflection on the campaign.
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BSc (Hons) Business Management BMP4004 Contemporary Issues in Marketing Assessment 2 PracticalSkills Assessment Portfolio Submitted by: Name: ID: Contents
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Introduction1 Campaign objectivesp Measurement of successp Campaign planp Communication 1: Facebookp Communication 2: Instagramp Communication 3: Twitterp Communication 4: YouTubep Communication 5: Websitep Reflection on Campaignp Conclusionp Referencesp
Introduction Contemporary issues in marketing is a comprehensive, cutting edge resources and up todatepresentsof coherentunderstandingoftopicalissuesin marketing,itidentify challenges in marketing world.(Thrassou, Vrontis and Bresciani, 2018)Campaign planning is to achieve an objectives, usually large scale over extended period of time. In this report there is a planning report on product campaign of Marks and Spencer, with campaign objectives and measurements of success of campaign. A campaign planning for women's clothing with the help of digital marketing tools such as, Facebook, Instagram, twitter, you tube and company's official website. At last a refection on campaign. Campaign objectives Marks and Spencer is offering new product segment of women's clothing as saris and gloves in market. Campaign objectives is intersection of strategy, internal capacity and supporters, it is framework for social media campaign with the help of different components. To set campaign objectives of Marks and Spencer product segment with the help of SMART objective component.(Hancock and Newton, 2022)The reason behind bringing new products segment of women's clothing is to fulfill new demand of customers, as people are demanding more of a traditional clothes and to complete demand company is introducing new segment in market. The SMART goals stands for Specific, Measurable, Achievable, Relevant and Time bound, it sets parameters to pertain goals ensuring company objectives are attainable in certain time frame.(Yue, 2021)It elements guesswork, generalists with setting clear timeline makingeasiertotrackprogressandidentifymissedtimeperiod.SMARTcampaign objectives for Marks and Spencer new product segment in women's clothing line are such as. SMART Objectives ļ·To increase 5% sales in upcoming 6 months by offering new products segments in market. ļ·To increase 10% sales in coming 9 months by introducing product segments in market. ļ·To increase 15% sales in upcoming year by launching new product segment in market for customers.
Measurement of success Marketingmeasuresuccessofmarketingcampaignsandtracktowardskey performance indicators ( KPIs), it is most important elements of campaign without this marketing teams wont have a clear picture to success of marketing strategy.(OāDonnell, 2020)There are various tools to measure success of marketing campaign such as, KPI, ROI and bench mark. In this particular campaign planning for new segment of products for Marks and Spencer is identifying KPIs. Marketing campaign should have a clear goal with specific measurable KPI, company goal is to increase brand awareness through digital marketing campaign, then success will be monitored through key performance indicator in form of engagement, impression or click thorough. Awareness: ļ·Reach: ā¦Impression ā¦Views ā¦Publications pickup ā¦Social content metrics ā¦Organic traffic (SEO) ļ·Perception: ā¦Brand surveys ā¦Social sentiment Consideration: ļ·Engagement: ā¦Traffic ā¦Time on site ā¦Lead gen rate ā¦Leads Decision- making ļ·Conversion: ā¦Leads ā¦Qualified leads āŖMQLs āŖSALs Post- purchase
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ļ·Satisfaction and advocacy: ā¦Product usage ā¦Review of customers scores ā¦Registration product ā¦Account renewals ā¦Return product rate ā¦Social followers A Key performance indicators is a numeric value measure company performance in digital marketing to(McCarthy, 2018)evaluate the success of marketing efforts and brand awareness on social media through KPIs. Campaign plan Campaign plan is integrated communication plan to generate sales, its main purpose is to engage audience focus on content marketing and integrated media schedule.(Craven and et.al., 2021)It involves selecting right mix of channels or marketing tools to influence and reach customers to meet campaign objectives. Campaign planning is important for marketing to achieve desired outcomes from campaign, with the help of integrated plan and identifying channels to relevant customers for specific campaign to launch new product into market. Since there arevarious tools for organization marketing campaign plansuch as offline and online marketing in which there are various segments through which marketing can be done. In this particular report for Marks and Spencer introducing new product segment of women's clothing line of saris and gloves into market, firstly marketing team needs to decide campaign goals and objectives and then selecting a medium through which launch will be present. (Cannas and Pettinao, 2022)In here online marketing matrix with the help of digital marketing is tool in which various platforms will help to market the product, through online communication tools company will launch its product into market. Such as, Facebook, Instagram, Twitter, YouTube and official website, using these platforms organization will spread awareness of new products. Communication 1: Facebook Marketing of saris and gloves in women's clothing of Marks and Spencer, marketing team will use Facebook to spread awareness of new launch in market to customers. As many people are using Facebook with around million followers of company it will to market faster
and reach as many as customers possible.(Mora, Vila-Lopez and KĆ¼ster-Boluda, 2021) Company can post advertisement and posters of new launch on Facebook page and also brand can post teaser of new products to get engagement with audience. With the help of attractive advertisement on page it will ensure to get attention of many customers which will led to increase in sale of products, small little aesthetic advert can attract people through brand can ensure to spread awareness and it allow people to share advert to their connection this way post will pass through people to people via their connection. Marketing team can later evaluate the engagement of each post by counting views, likes and share of advertisement or posts that brand post on Facebook.(Smith and Smith, 2021)This platform will ensure to get more and more connection to the launch and attract many possible customers to new product for organization helps to increase future sales of Marks and Spencer on introducing saris and gloves in women's clothing brand. Communication 2: Instagram Marketing of saris and gloves in women's clothing line of Marks and Spencer, marketing team of company needs to use Instagram platform for introducing new launch. Marketers can post blogs, reels, pictures and videos on Instagram to connect with audience about new launch, with the help of positing blogs brand will provide insight approach of new products to customers.(Patil and Kumar, 2021)Posting small videos of behind the scene of new product like making idea behind launching saris and gloves in market, it will ensure curious and engagement ofaudience to brand. Audience will connect the mind set of brand behind launching saris and gloves into market. Company can post pictures of count down of new launch which will increase eagerness of waiting into audience, with the help of behind scenes of making that product and insights of making will create direct interaction of customers to products.(Choudhary, Jhamb and Sharma, 2019)Mostlyyoung customers are using Instagram more often, so it will help brand to target young customers. There are millions of followers of Marks and Spencer on Instagram, company get direct connection with audience and allows them to share post to their connection, which will lead to increase in sale of new launch. Communication 3: Twitter marketing for saris and gloves for Marks and Spencer in women's clothing line, marketing team need to use twitter as promoting new product line in market to attract many customers. Marketers can write post and create a meaningful related hashtag which people
can use to write back post and spread awareness of the launch in platform.(Bamberger, Bronshtein and Yemini, 2020)Most of the people are using twitter to inform social matter in public or to create a group related to that cause. Using same technique company can impact on people through post and idea behind new launch as to bring traditional into market for women. Creating a women empowerment slogan in post it ensure to spread quickly and connect with as many as audience, it provides direct connection with customers to brand as they get the idea behind introducing saris and gloves in market for women.(Taken and Smith, 2019)A powerful post can cause great impact on people so company needs to come up with great hashtag and a meaningful post that people can get connected and share with their connection about new launch. Using twitter to promote new product in market can led to increasein salesof organizationand communicatewith customersdirectlyfor better performance while launching new products in market. Communication 4: YouTube MarketingsariandglovesforMarksandSpencerwomen'sclothinglinefor promotingnewlaunchintomarket.MarketingteamneedstouseYouTubeasa communication tool to connect with audience, marketers should provide advertisement on YouTube and also create a page in which provide videos of creating product from scratch. Advertisement on this platform will reach to maximum amount of customers and attract them towards campaign of new products.(Febrianti and et.al.,2020)Uploading videos related to campaign of new products on YouTube will provide insight of idea behind introducing saris and gloves into market, as it provide direct connection with customers to brand. Company should post videos related to campaigns of making planes of marketing new products will ensure of attracting and targeting as many as customers and increase sales of company. With the help of creating videos of behind the scene of whole campaign and planning of creating marketing with videos how to products will be made will get attraction from audience, as people wants behind scenes which will increase view, likes and share of videos and reach to maximum people on YouTube ensuing success of campaign and increase sales of the company. Communication 5: Website Marketing saris and gloves for Marks and Spencer women's clothing line, to promote new product in market. Company has its official website online through which marketers can post a attractive poster with upcoming launch for customers. Company can also post timeline
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count down on website will increase eagerness of people waiting for products and attract customers towards brand.(Gavino and et.al., 2018)Firm needs to make its website attractive and easy going for audience to get attracted to buy and also provides a easy going process to increase brand awareness in market. Marketers should provide a theme to campaign so people can attract connect with the theme, also introduce new tag line according to new segment of women's line. Company should all color women in introducing new product to promote equality and against racism, while promoting something traditional for women in market a beauty of every women. Introducing theme based campaign in market attract audience and ensure success plan to campaign of promoting new launch in market, with the theme it will help to connect with customers to brand engagement. Using website as communication tool to promote new product segment of Mark and Spencer in women's clothing line introducing traditional saris and gloves into market will ensure increase in sales. Reflection on Campaign By conducting campaign I learn aboutvarious communication mix which helps to communicate with audience and increase interaction with them. I also get to know how much need to be get done before launching actual product into market. There are various things goes behind planning campaign such as setting goals and objectives after that choosing a objectives from various types according to the product that company is introducing. I learn about KPIs and companies measures their success of campaign and as it need to be decided before launching product. I experienced digital marketing and company use different social media platform to showcase its self and what all goes behind actual advertisement of certain products, what was the mind set of marketers while promoting products on social media. I get to experience the behind scene of processing a proper planning and ideas of offering certain products into market, how to target particular audience using social media platform. I learn about different social media platform and how they work for company to promote new products. I get to know that digital marketing with the help social media cause cheaper then other marketing tools available. Conclusion From the above report it concluded that for Mark and Spencer introducing saris and gloves in women's clothing line, firstly company set goals for campaign and then decide objectives of campaign using SMART objectives tool to set different objective of campaign.
Enterprise used KPIs tools to measure success of campaign, after that making a campaign plan choosing digital marketing tool for launching product. In which company chose different social media platform for marketing such as, Facebook, Instagram, Twitter, YouTube and official website to market new products to attract and direct connection with interaction with audience. Lastly a self reflection on campaign of company on new product
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