Communication Plan for Next Plc: A Marketing Report

This report discusses the communication plan for Next Plc, a British multinational clothing brand, to promote their products effectively in the market. It includes SWOT and PESTLE analysis, STP analysis, marketing mix, media plan, production plan, budget plan, and evaluation proposals.

Report

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Company Overview ...................................................................................................................4
Communication plan ..................................................................................................................6
Communication Plan .......................................................................................................................6
Personal Reflection on team plan development..........................................................................8
CONCLUSION................................................................................................................................9
REFERENCES:.............................................................................................................................10
Books and Journals...................................................................................................................10

EXECUTIVE SUMMARY
Communication plan is a process to promote the product effectively in market. In this
report there will be preparation of brief communication plan which includes various aspects.
There is discussion about new audience which could be targeted in order to achieve more profits
n market. For further instance in this report there will be evaluation of different essential
component which includes budget plan, production plane etc. the organisation needs to formulate
various strategies to promote the product effectively in market.

INTRODUCTION
Communication plan can be described as a process which helps the organisation to use
various channels. They can communicate effectively with the target audience and provide the
essential product or service. There are various gaols and objectives which can be achieved by the
company in an effective manner (Rust, 2020). Next plc is a British multinational clothing brands
which provide various fashion accessories to the customers. The organisation has seen an
significant growth over a period of time. They offer excellent quality products to consumer at an
affordable prices in market. The company was founded by Joseph Hepworth in Leeds in 1864. In
this report there will be brief discussion about launching and effective communication plan with
the help of digital marketing tools. To launch this plan there needs to be allocation of budgets
and various other aspects in a significant manner. On the other hand in this report there is
analysation of different marketing research which needs to be evaluated by the organisation in
and effective manner. For further instance, this report aims to analyse about understanding the
different channels and marketing tools which can be used by the company to fulfil the demand
and supply among various customers. For further instance, there will be discussion about
multiple target models. Through this the company can segment their audience in market.
MAIN BODY
Company Overview
Brand is a name or term which help the products viability and status in market. The brand
value makes the organisation unique and the consumers understand the products quality of a
significant brand. Next plc is a British multinational organisation which offers quality clothing
products to the consumer (Mothersbaugh, and et.al 2020). They had managed to acquire a huge
share in industry by providing the products which fulfil the consumer needs and wants. Next plc
is significantly expanding their business in different regions. The organisation has 700 stores in
United Kingdom. Due to diversity in their products and services. They are generating and
increased amount of revenues in market.
Swot Analysis
This is the tool which helps the company to evaluate different factors. By understanding
the factors they can achieve great results in market (Granizo, and et.al 2021). There are different
components in this tools which is mentioned below:

 Strengths – Next Plc provide different quality products to consumer which helps them to
generate more revues in market.
 Weakness – The main weakness of Next plc is that that the management needs to do
financial planning effectively. This helps them to improve the capital effectively. They
can improve certain areas in their organisation.
 Opportunities – Net plc needs to introduce new and diversified products which is the
opportunity for them in the fashion industry. This will help them to generate more
revenues in market.
 Threats – The major threat for Next plc is the technology disruption. They need to invest
heavily in technology to achieve greater results in market.
Pestle Analysis
Pestle analysis is a macro environment tool which helps the organisation to understand
different external forces in market (Feinman, 2018). There are multiple components in this
framework which is mentioned below:
 Political factor – There are various laws which can affect the organisation performance.
Brexit has impacted the Next Plc in a negative manner. The transition period of Brexit is
affect their operations.
 Economic factor – The retail industry is significantly affected by the economic factor. In
relation to Next plc they need to focus on the economic factors. They will help them to
achieve a sustainable growth in market.
 Social Factor – Next plc is providing the products according to the consumer needs and
desires. This helps them to attain maximum customer satisfaction and they had achieved
positive brand image in industry.
 Technological Factor – Next plc needs to implement new technology. In this they are
facing different challenges the organisation needs to implement different technological
operations to carry out the operations effectively.
 Legal Factor – Next Plc is following all the legal factors which is abide by the
government. The main focus of the organisation is to follow all the legal implications to
manage the working operations appropriately.
 Environmental Factor – Next Plc main vision is to reduce the use of carbon footprint.
They are utilising the resources in an effective manner to preserve the environment.

Communication plan
Smart Objectives
 SPECIFIC – To increase the sales of the organisation by 10 %
 MEASURABLE – To measure the performance different KPI indicators ill help which
include customer retention and profit maximisation
 ACHIEVABLE – This goal can be achieved by 4 to 5 months by the organisation.
 RELEVANT – This objective is relevant to improve the organisation profits in market.
 TIME – BOUND – This objective can be achieved with a time period of 5 to 6 months
Communication Plan
It is a process which helps the organisation to communicate effectively with the audience.
They are able to enhance their profits in the market. In relation to Next plc they are offering
clothing products to consumer. The organisation needs to use various advertising methods to
attract new customers in market (Strycharz, and et.al, 2019). New methods of advertising
includes social media platforms like Facebook, Instagram etc. through this the company can
achieve and effective position in market. The are heavily investing in technology to achieve a
significant growth in retail industry. The use of these channels will help them to achieve more
profitability in market.
STP analysis
This model will help the organisation to provide the products and services to the essential
audience (Desai, 2019). This will majorly helps them to enhance their profits in market. In
relation to Next Plc this model has three different components which is mentioned below:
 Segmentation – This stage will help the company to segment the audience in groups.
They are able to formulate every different aspects to understand the consumer needs and
wants. In relation to Next plc they are able to enhance the overall profits on market by
understanding the consumer desires and wants. They can offer the clothing products to
the consumer in accordance to the age, gender and other perspectives which is the vital
role for segmentation.
 Targeting – In this stage the organisation can target the desired audience which will buy
their product or services. Next plc can formulate a plan in which they are able to attract
different customers with the help of creative and engaging campaigns. This will help the

organisation to maximize their profits in market. This particular campaign will target the
audience which age between 19 to 45 year.
 Positioning – This is the stage n which the organisation understand their position in
market (Viglia, Zaefarian, and Ulqinaku, 2021). Next plc is providing the quality
products to consumer which will help them to improve their market position in industry.
Marketing Mix
Marketing mix is a process which incudes various factors it is a set of tactics which helps
the organisation to successfully promote the products in market. There are four major
components in this framework which is described below:
 Price – This s the essential component which helps the organisation to attract more
audience. Effective pricing of products will help them company to generate more profits
in market (DeJesus, 2021). In relation to Next plc they are offering the competitive price
of products which help them to attract different individual in market and maximize the
overall profits of company.
 Product – This is the stage in which the company provide the essential product to
consumer which fulfil their needs and wants in an effective manner. Next plc is providing
the high quality clothing product at an unaffordable prices to the individual. This will
help them to attract different customers. On the other hand, they could collect increase
number of profits in the market.
 Promotion – In this new digital era the organisation can use certain new channels to
promote the products effectively in market. Next plc is using the new digital channels
which includes social media platforms like Instagram, Facebook etc. They are able to
enhance the profits. With the help of different promotion channels the organisation can
create engaging content which will attract different consumers in market.
 Place – This is the stage in which the organisation distribute the products with different
channels. Next plc is providing the clothing product in the stores which is in different
regions. On the other hand, the product is also available on the online platforms.
Media plan
Media planning is a process to determine what are the sources which can be used by the
organisation to promote their products in market. In relation to Next plc they are using the social
media channels to promote the products. This is one of the new trend to promote the products

and services essentially. It includes platforms like Facebook, Instagram etc. They are creating
engaging campaigns which will improvise the overall sales of the organisation.
Production Plan
It is a process to develop the essential product of service. It covers different aspects
which needs to be evaluated in an effective manner by the organisation. Next Plc has
implemented the technological advancements in their production structure. This helps them to
Improve their performance (Deepak, and Jeyakumar, 2019). They can fulfil the demand of the
products in market.
Budget Plan
This is the process which helps the management to manage the budget. They can allocate
the budget as per the product and services. In relation to next plc they are prepared a brief plan in
which there is budget set for the allocated tasks. Setting the budget will help them to provide the
products to consumers at low costs. This will help them to gain a competitive advantage in
marker and enhance the sales. The budget of this campaign is 20000 $ in which various expenses
might be covered which included digital promotion through social media channels, and the cost
to prepare the product.
Evaluation Proposals
It has been evaluated from the Project plan there are various essentials which needs to
evaluated effectively by the organisation. There is detailed structure which is prepared for the
organisation. Through which they can successfully provide the new product to the consumer,
Next plc is can maximize the overall sales in market by offering quality products to consumer.
Personal Reflection on team plan development
While working in a team there are various strategies and approaches which is used by me
to mange the working effectively. The main focus is to build and effective and sustainable
campaign through which the organisation can attract a lot of customers and maximize their
overall profits in market (Appel, and et.al 2020). On the other hand, while preparing the
campaign there are various new aspects which is measured by me in an effective manner. The
plan which I had developed enhanced my overall skills and capabilities. This will help me to
attain and effective growth in future.

CONCLUSION
From the above report, it has been analysed that communication plan is a strategic
process which helps the organisation to promote the products to consumers in market effectively.
On the other hand, in this report there is brief discussion about various new strategies and
approaches which can formulated by the company in order to achieve success in market. Along
with that, in this report there is evaluation of swot and pestle analysis which helps the company
to understand the factors which is affecting their performance in market. For further instance, in
this report there is analysation of budget plan and product plan which plays a crucial role for the
company.

REFERENCES:
Books and Journals
Appel,and et.al 2020. The future of social media in marketing. Journal of the Academy of
Marketing Science, 48(1), pp.79-95.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
DeJesus, G., 2021. Integrated Marketing Communication Plan: Event Scheduling & Reservation
Management App.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 5(5), pp.196-200.
Feinman, D., 2018. Integrated Marketing Communication Plan.
Granizo, X., Sánchez, J., Naula, B. and Pazmiño, D., 2021. Communication Plan as a Tool for
Business Positioning. ESPOCH Congresses: The Ecuadorian Journal of STEAM, pp.608-
628.
Mothersbaugh, and et.al 2020. Consumer behavior: Building marketing strategy. New York, NY,
USA: McGraw-Hill Education.
Rust, R.T., 2020. Outside-in marketing: Why, when and how?. Industrial Marketing
Management, 89, pp.102-104.
Strycharz, and et.al, 2019. Contrasting perspectives–practitioner’s viewpoint on personalised
marketing communication. European Journal of Marketing, 53(4), pp.635-660.
Viglia, G., Zaefarian, G. and Ulqinaku, A., 2021. How to design good experiments in marketing:
Types, examples, and methods. Industrial Marketing Management, 98, pp.193-206.