E-commerce and Contemporary Marketing Practice

E Commerce and
Contemporary Marketing
practice

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
A. Marketing process embedded and applied by M&S within the trade journal article.............1
B. How this reflects current marketing practices........................................................................3
C. Relation of the omni channel marketing theories and models to trade journal article...........4
D. Recommendations on the basis of review and analysis.........................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
.........................................................................................................................................................6

INTRODUCTION
E-commerce is the practice of buying and selling of products through use of electronic
platform over the internet. M&S is taken to research for further analysis of their efforts to regain
the name in food sector after their absence from last 12 years through providence of marketing
campaign named as “This is not just food”. The main aim of this report is about ascertainment of
knowledge in respect to the contribution of digital platform and marketing process towards the
success M&S in their re-entry in food sector (Akter and Wamba, 2016).
The aspects which are covered in respect to perform the activity of critical assess includes
ascertainment of the application of marketing process by M&S to re-enter in food sector along
with the reflection and impact of such marketing practices. Also, covers the application of Omni
channel marketing theories and model to M&S on their process of re-entry in food sector after 12
years and providence of the recommendations on the basis of such analysis.
Main Body
A. Marketing process embedded and applied by M&S within the trade journal article
M&S is international organisation and having their presence at worldwide level. The
different sectors in which M&S deals includes clothing and food. In clothing sector, M&S has
god brand name name in all over the word. Also, the management take all the necessary steps to
maintain their market share. On the other side, M&S in respect to their food offerings are not
much active in nature that creates the perception among consumers regarding their food is high
in cost and only good in respect to some occasions. Lack in marketing practices is the cause
behind the occurrence of this situation of M&S in Food sector. After the 12 years of absence new
marketing campaign is launched by M&S named “This is not just food”. The main aim behind
this campaign is about rest the perceptions of its food brand and create the image in market that
their food is not of premium cost and more focused towards the family oriented audience (Eid,
2011).
Media and Value proposition
The marketing practices which are used in respect to deliver this campaign by M&S are
different in nature due to the use of various mediums. Firstly, the campaign is unveiled in the
event in London at evening of 2nd April. The main person who is behind the creation of this is
named as Grey London. In the process of creation took the moments of old food porn because
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