Contemporary Issues in Marketing: Marks and Spencer Perfume Campaign
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This report discusses the objectives, plan, and measurement of success of the Marks and Spencer perfume marketing campaign. It also explores the use of digital communication channels such as Facebook, Instagram, Twitter, YouTube, and the company website.
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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 There are various kinds of problem, which occurred in marketing and to increase the deals and sales of an organization therefore, it is well significant for the administrations of the firm to evolve the strategies for marketing and develop the marketing campaign which assist in dispersing the service in which they are dealing and the awareness of the products. This is the report of contemporary problems or issues in marketing. This report is going to discuss about the objectives of campaigning, plan of campaigning, success measurement and the involvement of digital communication in thecampaigning plan. The following report which is going to discuss below is totally concentrate on the Marks and Spencer company which trade in the different types of perfume's products. In this report, the campaign of marketing for the Marks and Spencer and their product will be discuss. Campaign objectives There are various kinds of aspects or objectives which are discussed below for the marketing campaign of the Marks and Spencer and their product. It should be make sure by the company that the objective which are evolved by the them for the marking campaign must have to be SMART (Canavan, 2020). There are following objectives of Marks and Spencer marketing campaign, which are discussed below:- ï‚·spread the good image of Marks and Spencer and their products in the mind of customers with in the next three months. ï‚·For enhancing and making the profit by twenty percent in the next upcoming five months. ï‚·With in the upcoming six month target to develop the trustworthy customers for using Marks and Spencer's perfume. ï‚·On the platform of digital media, enhancing the engagement of costumer with their perfumes by fifteen percents in next three to five months. ï‚·To Make an excellent image of brand and its perfume in the mind and heart of the customer (Daskalopoulou, and Preece, 2021). ï‚·Try to fascinate the more number of consumer for buying the Mark and Spencer's perfumes. Measurement of success
Inordertomeasuringtheachievementofthemarketingcampaignof perfumes of Marks and Spencer required to accept or adopt the various kinds of measure. These measures are discussed below:- ï‚·Numbers of comments, likes and the share on the Marks and Spencer's social media page (Erkmen, Uslu, and Kurbanoglu, 2020). ï‚·By measuring the changes due to the fluctuations in sales because of the creation and publication of videos and images of the Marks and Spencer perfumes on the different advertising platforms. ï‚·EvaluateandanalysestheMarksandSpencerperfumesindifferent magazines, newspapers and different social media platforms. ï‚·Evaluatethefeedbackofcustomerontheproductsandanalyzethe promotions that Marks and Spencer used to promote their perfumes. ï‚·By the help of ratio of comments on the social media page of Marks and Spencer and followers multiply by hundred, measuring engagement level of perfume's customer (Foroudi, and Palazzo, 2021). Campaign plan n the modern day the competition level in market is very high therefore it becomesI,, verytough for a fi rm or company to make their brand value and profit or achieve their targeted goalsSovarious plans are required to establish and run the organization very., successfully in this competitive markethere should be manufacturing of the product as in. T trend or more usable and demand able in the present market presentroducts should be. P more fascinated so that it becomes helpful for increasing the sales of fi rmor that it is. F required to make or design a campaign plan to start with the summary of e ecutive and thenx identified the targets and goals of the organizationor achieving the targets and goals of the. F company it is needed to fulfill the needs of customer(Grima, and et. al.,eds., 2019)(GS, 2020)or the survival of company in this competitive market it is important for the Marks. F, and Spencer that it recognized the need of customer and the competition occur in the market. Marks and Spencer perfume should also be able to recognize the opportunities and make the strategies to get the profits in these competitive market Marks and Spencer aimto promote. the the perfumes of their company and required to recognize the personas of buyers After. recognizing the personas of buyer various plan are required to be presented to enhance the sales of perfumes and promote their brand Recognizing the competition assists to make the. plan or strategieslans or strategies like as providing an offer like buy two get one more free. P perfumes and low price for perfumes need to made by the Marks and Spencer to develop a, good campaign planaking the feedback from customerscreating the good image in the. T, mind of service users(Lehman, Fillis, I. and Wickham, eds., 2021). Communication 1: Facebook
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ï‚·Attention:Marks and Spencer perfume is an organization product that made up of various types of fragrance or aromas and regularly changes the design of their packaging material in the short videos which fascinating the attentions of the users of, perfumest allows the business to increase the involvement of users through. I displaying various design and different types of aromas or fragrances. ï‚·Interest:he company needed to to develop a fascinating headlines used in differentT posts to fascinate the interest of users in Marks and Spencer s perfumet is also'. I required to add the links of company on the website of organization so that users can easily access the website of their companyt is being e pressed as one of the. Ix quickest fastest and effective approach which help in maintaining the interest of the, perfume user(Malik, 2022). ï‚·Desire:Company uses the headline for developing the desire of customer which enforce perfumes that match the styles of customert is not only help the. I organization in aiming the different personalities but also assist in targeting the specific market for the product. ï‚·Action:he Marks and Spencer has to add their links on the website or view nowT option for helping the user to access the organization websitesers ofacebook not. UF only like or comments on the post of company but also can give the feedback for their product and share the post of company. Communication 2: Instagram ï‚·Attention:Marks and Spencer can achieve the attention of customer by providing them an e cellent qualities of fragrance from the perfumesx. ï‚·Interest:for making a strong relationship with the customers the company uses a, strong caption for its products which is required to be personalized Marks and. Spencer provide discount on the perfumes to enhance the user wants and curiosity in the productshe images of the perfumes on company websites also provide. T permission to the customers to write a comments for the perfumes and evolve their interest in the perfumes(Nisa, Nuryakin, and Hafidz, 2019). ï‚·Desire:At the ti me when the hashtags is used by user then it is required to form a hashtag for enhance the awareness for brandhe customer of perfumes user are. T taken the picture of perfumes and share all those photos through their social media accounthis is being known as a good advertising method which impact a positive. T image for products in the heart and mind of those customers who are procure any product by seeing the customer s view on the product and they get more satisfaction' with more number of customer utilizing company s product'. ï‚·Action:he page of Marks and Spencer also have a link through which a customerT can easily procure the perfume and also can like comment or share the link with, their family and friends. Communication 3: Twitter ï‚·Attention:he aromas quality and design of the packaging bottle of perfumes isT regularly changing which becomes helpful for fascinating the attentions of numbers of product users.
ï‚·Interest:y the help of this post it s only matter of ti me in becoming the person whoseB,' perfumes provide aromas for long ti me periods Marks and Spencer creates numbers. of perfumes with various fragrances. ï‚·Desire:mage of an actor with the brand of perfumes also assist the company forI influencing the user s mind and make a dream to procure the perfumes of Marks and' Spencer. ï‚·Action:here are a purchase orientation on company post which help to allow theT users for purchasing the company products through the company website Service. user can also raise an issue an give the feedback related to product on the websites of company(Qadri, and Bhatti, 2021). Communication 4: YouTube ï‚·Attention:introduce an actor in the video and target those users who follow an actors styles. ï‚·Interest:he main motive of the videos is to pulling out the group of those peopleT who influenced by their ideal. ï‚·Desire:image of an actor with perfume may influence the mind of perfumes user and make a desire to procure the Marks and Spencer s perfumes'. ï‚·Action:he post of the company also comprises purchase operation which provideT the permission to user for visiting the website of the company and buy the perfumes of company(Tseng, and Lu, 2018). Communication 5: Website ï‚·Attention:Marks and Spencer perfumes are well known for the different types of fragrance and aromas which attract the number of customershere fore when user,. T fi rs visit the website of the company they are able to see about the fragrances of perfumes. ï‚·Interest:he websites of company have mentioned about the different types ofT fragrances and aromas of the perfumes. ï‚·Desire:he website of the company contains numbers of data about the products ofT company. ï‚·Action:he Marks and Spencer websites permits the users to procure the perfumesT from their websitehe organizations gives the links of its website on different platforms. T like aswitternstagramou ube andacebookT, I, YTF(Radosavljevic, 2022). Reflection on Campaign By the help of this reflection, different approaches used by the Marks and Spencer to enhances sales, brand awareness, profits,and customer's loyalty, can be understand. The marks and Spencer uses a number of variety of social media platforms like as Instagram, twitter, web page, Facebook and YouTube for evolving social media campaign which assist in promoting the products of company for free. Social Media In the Campaign of Marks and Spencer, I select social media platform as a for advertising the products. The price involved in this campaign is low and some times
it is too low. Since there are millions of accounts on different social media therefore its providing a good opportunitiesfor Marks ans Spencer to advertise their perfumes and promote the sells of perfumes. By the help of this organization can achieve billions of users and develop many opportunities. Customer interaction: Facebook t is the very popular and important tools different parts of the worldt provides theI. I opportunities to interact with different users by messages which are of free of cost. Hashtags: Twitter and Instagram ashtags are very important because these play a crucial role to assist the users toH fi nd posts Appromillions posts are posted on the twitter per dayhe campaign of Mask.x 500. T and Spencer uses hashtags to enhance customer loyalty and communicate with them. Reviews: YouTube since procurement of product is based on the online review therefore it is very, importantselectou ube to promote the Marks and Spencer perfume campaign. IYT. Events: web page Various events are evolved that make interest of user in the product and provide customer a beneficial e perience in selecting the appropriate kinds of perfumesx. Conclusion Fromthe above report it has been concluded that by the assist of marketing campaigns the organization can achieve their aims as like enhance in the sales more profit and, many morehere are different types of social media likeacebookou ubenstagram and. TF, YT, I witter which can be used for enhancing the customer engagementT. References Canavan, B., 2020.Contemporary Consumption Consumers and Marketing Cases from,: enerationsandRoutledgeGYZ.. Daskalopoulou A andreece CContemporary perspectives on charity and nonprofit,.P,., 2021. arts marketingrom creative economy towards a public realmn: F. ICharity Marketingpp(. Routledge128-142).. rkmen Csluandurbanoglu SContemporary ssues onharmaceuticalE,., U, B.K,., 2020.IP Researches.Combinatorial Chemistryighhroughput Screening& HT,pp23(10),.990- 990. oroudiandalazzo Mntroduction to contemporary issues in sustainableF, P.P,., 2021. I brandingthical social and environmental perspectivesn: E,,. ISustainablerandingBpp(. Routledge1-7).. rima Sand et aledsG,.,..,., 2019.Contemporary ssues inehavioralinancemeraldIBF. E roupublishingGP. Snnovative stealth marketing strategies and its ethical issuesG , G., 2020. I.ournal ofJ Contemporary ssues inusinessovernmentIB& G,26(2). ehmanillisandickham M edsL, K., F, I.W,.., 2021.ploring Cultural Value ContemporaryEx: ssues forheory andracticemeraldroupublishingITP. EGP. Malik M A A,. . ., 2022.hree Contemporary ssues in DevelopmentconomicsTIEDoctoral( dissertation Americanniversity,U).
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isa Auryakin C andafidzMarketing for charityortraying hope orN,.P.K., N,.H, L.F., 2019.: P despairn?. IContemporary ssues onusiness Development and slamicconomics inIB,IE ndonesiaIppova Scienceublishersnc(. 47-68). NP, I. adriM andhatti MContemporary issues in slamic social fi nanceQ, H..B,.I., 2021.I. nIContemporary ssues in slamic SocialinanceIIFppRoutledge(. 1-9).. RadosavljevicCMRARSSSCM CSSSS AD, G., 2022.ONTEPOY IUEIN E ONOI, BU INEN MAAMMN GEENT-EB2022.konomskiorizontiEH,pp24(1),.105-106. sengandu C SContemporary issues and challenges for theaiwaneseT, P.H.L ,. ., 2018.T maritime industryn. IMaritime business and economicsppRoutledge(. 188-200)..